Chery Automobile (Part 2): Joint production with Jaguar Land Rover begins

Start of Qoros model production; development of overseas sales network

2014/07/23

Summary

Qoros 3 Hatch
Qoros' second production model: Qoros 3 hatchback
at the 2014 Beijing Auto Show

 Chery Automobile Co., Ltd. has changed its strategy dramatically. It has shifted  its focus from increasing the sales volume of low-priced vehicles to increasing profit with sales of high-quality models. The company is promoting the improvement of its technological capability and management efficiency through the alliance with foreign and Chinese OEMs. In line with these changes in its strategy, the global sales target of the entire group has been revised downward from 750,000 units in 2014 to 1 million in the medium run. This report focuses on Chery Automobile's joint production in China with foreign OEMs and the Chery Group's overseas business.

* Production of Qoros models (Qoros Automotive) begins

  Qoros Automotive Co., Ltd. is a joint-venture  with the Israel-based international investment company, Israel Corporation. Ltd. In December 2013, Qoros Automotive started operations of its plant in Changshu, Jiangsu Province, and began sales in China and Europe.

* To start joint production with Jaguar Land Rover by early 2015

  In November 2012, Chery Automobile won approval for the joint production with Jaguar Land Rover (JLR), which is affiliated with the India-based Tata Motors, and started construction of a plant in Changshu, Jiangsu Province. The plant is scheduled to be completed in July 2014 but production at the plant is expected to begin by the beginning of 2015.

* Seeks possibility for joint production with Subaru

  Chery Automobile's application for the joint production with Fuji Heavy Industries (FHI: the maker of Subaru automobiles)  was rejected by the Chinese government in 2011 but Chery Automobile continues to seek the possibility.

* Full-scale production starts in Brazil

  As part of furthering the sales expansion in the Latin American market, Chery Automobile is scheduled to begin full-scale production of vehicles with an engine plant and a production line for vehicles in Brazil around November 2014.

* Development of export business overseas

  To boost overseas sales, Chery Automobile is currently establishing sales networks in more than 80 countries. In addition, it is currently promoting Complete Knockdown (CKD) production in the countries where it has expanded.

Related reports:
Chery Automobile (Part 1): Strategic shift in own-brand business (Jul. 2014)
Beijing Auto Show 2014: Chery Automobile (Jun. 2014)
Shanghai Motor Show 2013 (2): Chery Automobile (Jun. 2013)
Chery Automobile: moves forward with joint venture projects with foreign partners (May 2012)