CHERY Auto Malaysia (CHery) had a most fruitful 2023 despite entering the market mid-year.
Since July the company reportedly achieved more than 4,500 units of sales and vehicle delivery. The brand also received an exceptionally high score of 94 over 100 on its sales satisfaction survey from over more than 1000 customers.
For 2024, the company is looking to continue its successful streak by strengethening brand through expansion and the introduction of new models.
During the Chery Annual Business Briefing, vice president Lee Wen Hsiang said 2023 has been an interesting year for Chery from the day it launched its products in July to delivering their vehicles to customers two months after in September.
He said the brand has been giving primary focus on resolving customer issues which he assured will continue to be a top priority throughout 2024.
Lee also pointed out that the company was aware of the initial comments made upon the brand's re-introduction to the Malaysian market and is dedicated to the brand's ongoing improvement and customer satisfaction.
Network Development director Soon Boon Ping said they hope to have at least 48 outlets in operation which will also contribute to 70 per cent increase in their 3S and 4S centres by the end of 2024.
He said the strategic move aims to enhance accessibility for customers and further establish Chery's presence across various regions nationwide. The brand currently has 32 outlets in operation across Malaysia with a workforce of 550 personnels.
Soon followed up by saying the brand's primary focus on geographical expansion is through strategic partnerships, scalability, and future-proofing. Additionally, he highlighted the company's commitment to invest significantly in the training and skill development of both sales and aftersales teams. The latter he says underscores the brand's dedication to continuous improvement and excellence.
"With more outlets and partnerships in the pipeline, this will serve as a platform to showcase Chery's latest models, cutting-edge technology, and exemplary customer service," he added.
Product director Michael Chew then revealed that the company would be introducing three new models this year.
The first to be launched is the earlier announced electric vehicle (EV) Omoda E5 with the second model being the Tiggo 7 Pro.
What caught everyone's attention is the third model which was no revealed, but was hinted to be the TIggo 4 Pro which would have a more 'affordable price' or specifically to be priced below RM100,000.
"This is an opportunity for us to come in into the volume game. We have in the past operated in the low and high RM 100,000 of the price segment. We are hoping to bring something lower, something that's more reachable, more affordable to the rakyat," said Chew.
None of the revealed or hinted vehicles have received official pricing.