Over 10 years ago，the first Chinese car brand entered Chilean market. Faced with the high standards and strict requirements of the automobile market in Chile, it has been working hard with an active and pioneering spirit. Today, it has consolidated its position in the territory and become the best-selling car brand in the country due to its powerful technical strength and consumer loyalty, and this brand is called CHERY. On the evening of March 19, 2017, Channel 22 broadcast the feature report Brands of China in Chile – 10 Years. This introduced in detail the TIGGO 2, TIGGO 3 and other models. A TIGGO 3 owner called Jorge highly praised the CHERY brand, saying he had never encountered any quality problems with his TIGGO 3 and he has wonderful experience of vehicle using. The program showcased the exquisite quality, the leather seats, touch screen, and different colors of the car’s fashionable trimmings. Besides these exquisite features, the TIGGO 3 is highly cost-effective due to the configurations like RVC, mobile mapping, hands-free calling, and so on. Jorge also said he planned to purchase a higher-end CHERY model as his second vehicle. To date, CHERY vehicles ownership in Chile has been almost 40,000. With increasing international influence and high-quality products and service, CHERY has received extensive praise from both consumers and the media in Chile, becoming the best-known Chinese car brand in the Chilean market.
In 2005, CHERY signed an agreement with SKBERGE Group, which kicked off its expansion in the Chilean market. After more than 10 years’ hard work, CHERY has made many breakthroughs in brand building, product awareness and service ability, gradually consolidating its market position and laying a solid foundation for its long-term development.
For many years, CHERY has continued to make innovations in brand building and marketing in the Chilean market. In this way it has become the pacesetter in branding. In particular, CHERY profoundly combines corporate culture with sports marketing activities, making a long-term investment in this area. In 2010, CHERY sponsored the 32nd Dakar Relay Race in Argentina and Chile. In 2012, it became the sole auto brand sponsor for Chile’s national football team. In 2013 CHERY sponsored a Chile versus Spain friendly FIFA football qualifier match. These sports marketing activities effectively combine the CHERY brand with the appeal of sport, which rapidly improves the awareness and recognition of the CHERY. In 2015 CHERY received the Gold Effie Award, known as the Oscar of the marketing community, indicating that its brand power is recognized by both market insiders and consumers. At the beginning of 2017 CHERY sponsored Club Deportivo Universidad Católica, one of the top football clubs in South America. With unrivalled brand exposure, CHERY has significantly improved its influence in the overseas market.
At present, CHERY models cover all of Chile’s niche markets. In the vanguard are its Arrizo and TIGGO SUV vehicles. The rich product line aims to meet the diverse needs of Chilean consumers when selecting a vehicle. Closely following the trends of the era, CHERY will introduce new models step by step and continue to optimize and upgrade its existing products in the market so as to maintain steady sales growth. In Santiago in 2016, CHERY launched the ARRIZO5, its first globally strategically-placed model, synchronizing the launch of new CHERY products in the global market. At the beginning of 2017, CHERY’s all-new TIGGO 2 was launched in Chile. It is designed for younger people or those with a youthful spirit. Featuring a stylish appearance coupled with easy and safe operation, the TIGGO 2 excels against competing models in design, power and performance. At the same time, the TIGGO 2 complements the TIGGO 3 and TIGGO 5 to bring a more dynamic and energetic experience to Chilean consumers.
In terms of CSR, on February 27, 2010, Concepcion, the second largest city in Chile, was hit by an earthquake which measured 8.8 on the Richter Scale. Immediately after the quake CHERY initiated an alleviation effort for the quake-struck areas, becoming the first overseas enterprise to offer donations to help the victims of the earthquake. In 2016, CHERY donated vehicles to two schools -San Joaquin and Jose Miguel- to help with the development of education. These moves have been highly praised by both the local media and consumers.
Thanks to arduous efforts over the past decade, CHERY has become the leading Chinese car brand in the Chilean market. It will continue to make progress in terms of technology, products and service while introducing brand marketing ideas that better cater to Chile’s development. In this way CHERY will provide a higher-quality vehicle experience to consumers and increase the influence of China’s auto brands in the international market.
