Chery just finished the first phase of 3-month TIGGO cruise show in Russia, during which it won praise from media and consumers thanks to the exceptional quality and excellent branding and experience activities. To attract more consumers and give them better understanding of Chery products, the brand will kick off the second round of cruise show in Russia. In partnership with Moscow Bureau of Transportation, the event will not only extend sales chain of Chery in local market, but also provide a wonderful platform to promote Chery products and brand while improving the brand reputation in the market.
The Bureau of Transportation is the traffic command center in a country or city, which has detailed information of people’s travels. It is also the authoritarian department that supervises transportation. By partnering with Moscow Bureau of Transportation, Chery has developed the Autolady Contest, an event of both fun and competition. Designed for female drivers, it sets various competitions to help them improve safe driving and awareness of safety.
Autolady has been held in seven cities in Russia, including Voronezh, Volgograd, Saratov and Samara etc.. It has become a unique event that integrates people, vehicle and city.
In Voronezh where the first-stop competition was held, the dynamic installations matched perfectly with the young and energetic appearance of TIGGO, attracting many consumers to the site. The competition included three parts, namely, snake driving, parking and labyrinth. As the starting gun shot, 30 female drivers competed in the closed section by showing their driving skills. After the competitions, professionals from Moscow Bureau of Transportation provided customized evaluation and proposal for each female contestant, helping them improve driving skills and learn safety knowledge. Considering the needs of women to look after families, Chery organized the children’s amusement park beside the competition venue. The children had the opportunity to test their travel rules on pads so as to master traffic rules. According to a female participant, the event not only enriched her knowledge about travels, but also enhanced the children’s safety awareness and improved their ability of self protection. The funny interactions with children about travel knowledge gave the event the special meaning of education.
In addition to Autolady, the cruise show, carrying on the first phase, maintained the test driving in favorite cities, skill training and offline dealer activities to carry on the brand charm. Many praises were received in the venue, where a large number of consumers gave the order for TIGGO and SUV products, saying they were most satisfied with the large dimensions and rational layout. In particular, the most considerate heating configurations help Russian people enjoy the most comfortable travel experience in the cold and long winter. It is worth noting the three TIGGO products in the cruise show are strategic models developed by Chery after it carefully studied the special features of Russia market, representing the top level of Chery in techniques, technologies and intelligence.
As the youngest automobile brand with fastest growth speed in Russia market, Chery has made the most capturing market performance. At present, more than 200,000 Chery units have been sold in Russia, ranking No. 1 among all automobile brands of China. At the same time, it has established the high brand cognition. The partnership between Chery and Moscow Bureau of Transportation will trigger another round of sales fever, thus consolidating the leading position of Chery in the market.
Chery will continue to hold activities in Russia such as product experience and customer care so as to reward consumers and convey the brand philosophy of Chery. At the same time, Chery will take more social responsibilities so as to contribute its own efforts to local community.
