In October, Iran ushered in an important local religious festival–Eyde Ghadir Khom. On the night of the festival, “Isfahan Car Show” organized by Chery took place at Bam-e-Esfahan, the largest park in ancient Iranian city–Esfahan. A multitude of Iranian artists presented spectacular open-air performance to the audience. Celebrities from all walks of life, including local government officials, presidents of industrial associations and renowned football coaches, were present. Over 5,000 local citizens watched the show.
Set off by Iran’s traditional songs and dances, national musical instrument performances and characteristic language shows, Chery Tiggo 5 which has recently appeared at the Iran Motor Show in Mashhad made its debut in Esfahan, impressing the audience deeply. The show not only made Bam-e-Esfahan Iran’s most lively park that night, but also made Chery and Tiggo5 a hot topic among locals.
Actually, Chery has always been a focus of attention in the Iranian auto market. At the Iran Motor Show in Mashhad in August, by virtue of unique booth originality and pre-launch of Tiggo 5, Chery grabbed two awards: “Best Booth Design” and “Best Activity”. New Tiggo 5 which appeared at the Show presented a new brand image to local consumers who paid attention to Chery. Upon its launch, Tiggo 5, which won 100,000 consumers in China in one year and was rated as a five-star model in a C-NCAP collision test, has been deeply favored by local consumers.
Since the establishment of Chery MVM in Iran, Chery has gradually developed into a foreign brand well known in Iran. The joint venture holds the third-largest market share in Iran, behind two state-owned enterprises (Saipa and IKCO) only. Chery’s rich product lines and outstanding services have been deeply recognized by local consumers.
“Isfahan Car Show” is an innovative attempt of Chery at cultural marketing in Iran. Combined with auto marketing, art performances with prominent national features not only enriched Iranian consumers’ recreational and cultural life, but also brought Chery closer to consumers. Sources said Chery will repay local consumers with more colorful creative activities. Let’s wait to see.
