Why is Chery not selling well?
4 Answers
Chery is not selling well due to its ambiguous market positioning and severe product performance homogenization. Here is relevant information about Chery: 1. Chery Automobile Company: Since its establishment in 1997 in Anhui, China, Chery Automobile Company has adhered to independent research and development. It is a state-owned enterprise and not a joint venture. In May 2017, Chery was awarded the title of the Best Independent Brand Automobile Enterprise in Mainland China for 2016. Chery's engine technology and materials are all domestically produced. All vehicles produced and sold by Chery are domestic brands. 2. Chery Brand Positioning: Chery Automobile is designed for pragmatic and progressive individuals from various social sectors who understand the joys of life and are willing to share. It is a Chinese automotive brand that is dedicated to technology, excels in quality, and is rational and trustworthy.
Chery cars aren't selling particularly well, and I think the main reason is their brand image being too ordinary. When I walk around the streets, I rarely see new Chery models, and their designs always seem quite old-fashioned, not appealing enough to young people. While the prices are somewhat cheaper, I often hear friends complaining about frequent minor issues, like strange noises or higher-than-expected fuel consumption. Maintenance isn't convenient either—fewer 4S shops and subpar service. In contrast, brands like Geely and BYD have stylish designs, fast tech updates, and are thriving in the new energy vehicle market, while Chery seems slow to catch up, with no standout models being launched. Naturally, consumers lean toward brands with better reputations. If Chery could add some innovation to its designs and improve its service, it might turn things around, but as it stands, the brand lacks that buzz, making it hard to get excited about.
As someone who loves studying cars, I've observed that Chery's poor sales are mainly due to insufficient innovation and technological lag. Their engine technology foundation is decent, but overall R&D progress is slow, with obvious backwardness in electric vehicles. For example, while BYD leads the market with blade batteries, Chery has achieved no breakthrough results. The exterior designs are conservative and outdated, lacking sportiness and modern elements that fail to attract young buyers. The brand positioning is vague - trying to target both the low-to-mid range and premium segments, ultimately satisfying neither. Although quality issues have improved significantly, the early reputation of high failure rates still haunts consumers when they hear the Chery name. The competition is too fierce, with Great Wall and Changan aggressively capturing SUV and new energy market shares while Chery moves too slowly. Accelerating technological iteration and launching more eye-catching concept cars could potentially turn the situation around.
Having driven a Chery for five or six years, I think its lack of popularity is related to its quality reputation. My car was affordable, but in the early stages, it constantly had minor issues—I replaced the battery and repaired the suspension, and the repair costs added up over time, which was quite annoying. The newer versions have improved in reliability, but consumers remember the past, hesitating to buy when Chery is mentioned. There’s too little advertising, and you don’t see many Chery cars on the street, so brand awareness is low. When friends are buying cars and I recommend Chery, they often shake their heads, saying the resale value is poor and it won’t fetch a good price after a few years. In comparison, Geely has more luxurious interiors, and BYD is faster in its electric transition, while Chery seems a step behind. The sparse service network makes it hard to find repair shops, and these issues combined naturally keep sales low—poor owner experience is the key.
