Chery, China’s automotive export leader, left its mark on the automotive world with the 2025 Shanghai Automobile Industry Expo and the Chery International Business Conference held simultaneously. These two important events comprehensively showcased Chery’s vision for the future, technological breakthroughs, product strategies and global growth targets. The company not only showcased its current achievements on these platforms, but also clearly outlined its predictions for the future of the automotive industry and its role in this future.
Chery International Business Conference once again confirmed the importance of the brand on a global scale. This summit, which was held with the participation of more than 97 business partners and press members from 3 different countries and regions, was one of the most critical events of the year for Chery. The presentations and sharings made throughout the conference conveyed Chery's technology-focused approach, innovative product strategies, efforts to increase service quality and systematic steps towards globalization in detail. With these events, Chery once again reiterated its mission to be the first choice for family-oriented users around the world.
The Era of “Chery Super Hybrid” with Technology Equality and Value Inclusivity
Chery, which has gained a global brand identity with its investments in technology, introduced its technology brand “Chery Super Hybrid” (CSH) to the world at the Shanghai Auto Show and Business Conference. The company aims to redefine current standards in the industry with this hybrid technology, which it developed with the basic philosophies of “technology equality” and “value inclusiveness”. CSH stands out as a concrete indicator of Chery’s determination to provide more efficient, environmentally friendly and reliable mobility solutions to users around the world.
At the heart of the CSH technology is a special fifth-generation hybrid engine and a continuously variable electric hybrid DHT (Dedicated Hybrid Transmission) system that delivers an impressive thermal efficiency of 44,5 percent. Thanks to this highly efficient system, Chery vehicles can achieve an outstanding total range of over 1.400 kilometers. This long range significantly reduces range anxiety, which is particularly common among electric vehicle users.
Aiming to offer both safety and performance, Chery has integrated a high-performance hybrid battery and the “Guardian” battery safety protection system specially developed for CSH technology. This system promises users a peaceful driving experience by ensuring that the battery operates safely and balanced even under the most difficult driving conditions. According to Chery’s plans, CSH technology will be gradually expanded to the TIGGO and ARRIZO series. These new generation models will offer users a unique driving experience by benefiting from the superior performance and comfort features of CSH. In addition, Chery aims to enter new segments such as pick-up trucks and MPVs in order to further diversify its product range and better respond to the changing needs of customers around the world.
Challenging the Global Pick-up Market with HIMLA Series
Another important development that left its mark on the 2025 Shanghai Auto Show was the global launch of Chery’s new pickup series HIMLA. Developed as a result of extensive research from Chery’s global user base of over 10 million, HIMLA not only offers superior off-road capability and high carrying capacity, but also draws attention with its smart technologies and comfort-oriented features. With these features, HIMLA is positioned as a true “dual-purpose pickup truck” that can both meet the daily needs of families and be used for commercial purposes. Featuring a wide range of products from compact cars to mid-range and luxury cars, the HIMLA series will offer a variety of powertrain options such as gasoline, diesel and new energy (electric and hybrid). The launch of the HIMLA model not only represents the continuous development of Chery’s product ecosystem, but also signals a bold step that has the potential to reshape the global pickup market, where performance meets intelligence and usability meets refined solutions.
“Uncompromising Security for All” Concept and Real World Tests
Chery has adopted an innovative and forward-thinking approach to increase brand awareness and market influence. To this end, the company has launched a series of sustainable global brand initiatives. One of its notable safety initiatives was Chery’s “Knock Down the Challenge” event, which featured stunning real-world demonstrations such as the TIGGO9 frontal crash and spiral rollover test and the TIGGO8 seven-car stacking challenge. All of these rigorous tests and demonstrations have proven the superior safety performance of Chery vehicles to the world. These tests not only pushed the boundaries of traditional safety verification methods, but also transformed Chery’s “Uncompromising Safety for All” philosophy into a measurable and technologically comprehensive initiative.
User-Centric Marketing with Place and Scenario-Based Experiences
Chery’s marketing strategy focuses on directly experiencing the capabilities of its vehicles in real-world conditions. Through events such as “Limitless Life,” users have the opportunity to experience the spacious interiors and premium comfort of Chery models firsthand. Through carefully prepared simulations such as family trips and outdoor camping setups, consumers can firsthand test the brand’s versatility and practical usability. The 1.400-kilometer “Infinite Horizon Worry-Free Journey” endurance test also demonstrated the CSH technology’s extraordinary performance and worry-free driving range, as well as its extremely low fuel consumption of just 100 liters per 4,2 kilometers. Chery plans to conduct more rigorous tests to push the boundaries of battery technology in the future. Battery safety tests will be conducted in hot, cold, dry and wet environments to support CSH’s core promises of worry-free range, worry-free safety and limitless happiness. The main goal of these efforts is to deepen consumers’ understanding and trust in Chery’s innovative hybrid technologies.
New Marketing Strategies and Global Communication Network
Chery is actively implementing innovative marketing strategies such as sponsoring sports events, Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) partnerships, and new media live broadcast initiatives to further enhance its brand impact. The company aims to create a global communication matrix and achieve greater interaction between business partners, media, and users. This innovative marketing model not only expands the brand’s global reach and influence, but also creates greater market opportunities and development potential for business partners. Chery aims to further enhance its competitiveness in international markets by cooperating closely with its global partner network and achieve success with its joint growth strategy.
“Life with Vehicles” Philosophy and Smart Ecosystem
Chery, which has always adopted the philosophy of “life by vehicle”, focuses on providing users with not only automobiles but also holistic transportation solutions. At this year’s Business Conference, Chery highlighted its smart ecosystem and introduced innovative products such as the AiMOGA Robot and robot dog in the technology experience field. From welcoming and guiding guests to obstacle course challenges and real-time interactions, various demonstrations showcased Chery’s knowledge and expertise in voice interaction, visual recognition and other smart technologies. These AI-powered solutions have great potential for application in daily life and offer important insights into the limitless possibilities of future family life.
Environmentally Friendly Products and “CHERY FAMILY CARE” Service
The retail booth showcased environmentally friendly products such as car models and outdoor equipment that combine practicality and cultural value. Sales at the booth exceeded 60 yuan in just two days, showing that Chery’s brand ecosystem has opened up new avenues for commercial potential. Chery also officially launched the “CHERY FAMILY CARE” service brand, which provides comprehensive protection throughout the vehicle ownership period. Presented with the slogan “Always by your side,” CHERY FAMILY CARE aims to provide users around the world with a more convenient, professional, and family-oriented overall service experience. This launch marks a new era in Chery’s globalization strategy and reflects a strategic shift toward service-oriented growth and enhanced customer experience in the global arena. Chery aims to increase customer satisfaction and loyalty by strengthening its service ecosystem and pave the way for sustainable, long-term growth.
Future Strategies and Global Growth Vision
In the coming period, Chery plans to seize new cooperation opportunities in strategic regions such as Europe, Asia Pacific and Africa, and introduce innovative products to meet different market demands. The brand will also deepen its “One Place, For One Place” localization strategy by creating solutions specific to regional needs through differentiated development and truly embracing a “one market, one policy” approach. Driven by technological innovation and a global perspective, Chery continues to introduce the limitless potential of Chinese automotive brands to the entire world. The successful Shanghai Auto Show & Business Conference 2025 was not only a significant milestone in Chery’s growth, but also a springboard for the company’s advanced global strategy. As the automotive industry transforms at an unprecedented pace, Chery is taking bold steps toward its globalization goals and heralding the beginning of a new era for Chinese automakers on the world stage.
