New Frankfurt-based design and development centre signals brand’s aim to conquer Europe, where other Chinese brands have so far struggled
Jimi Beckwith
24 September 2018

Chinese brand Chery Auto has opened its first facility in Europe, with a design and development centre near Frankfurt now hiring its first staff ahead of the manufacturer's intended market launch after 2020.

Between 30 and 50 people will be hired at the centre by the end of next year, as the brand gears up to sell its products in Europe. Tongyue Yin, Chery chairman, said: "At last year's Frankfurt motor show, we presented ourselves as a brand. Now we're going to execute our plans in and for Europe.”

“We will therefore be launching models from our high-end brand Exeed. They will be competitive with the leading European manufacturers in terms of quality, design and technology.”

The brand’s TX SUV is expected to be its first offering in Europe, although it’ll likely be a newer iteration than the brand showcased at Frankfurt last year. That car was suggested for launch in petrol-electric hybrid, plug-in hybrid and pure-electric forms, with the plug-in hybrids being the quickest, capable of hitting 62mph from a standstill in 6.0sec. 

Rather than simply relocating a team from China to staff the European facility, Chery aims to hire a team of European automotive experts at its Raunheim facility, with some hires likely to come from European brands. The focuses of the centre will be design and development, as well as sales and marketing. 

The Exeed sub-brand has tipped its first European model to be a pure-electric vehicle, rather than a hybrid or internal combustion-engined model. Exeed is tipped only to have electrified models, so a traditional car powered solely by a petrol or diesel engine will not happen. The production car will join a growing number of all-electric SUVs on the market, with competition from Jaguar, Mercedes-Benz, Audi, BMW and Tesla in the segment. 

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With no European production facility yet, the cars would be manufactured in China. Chery Auto is partnered with Jaguar Land Rover in China for local production of the UK-based company's models. 

Read more:

Jaguar Land Rover and Chery Auto mulling plans for new brand

Chery Exeed TX confirmed as first Europe-bound Chinese SUV

Chinese car maker Chery to launch in Europe with all-electrified line-up

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Comments
6

24 September 2018

Build it in China and it won't sell as well as it would if built elsewhere.  As I said before; there isn't a SINGLE quality product built by a Chinese company in China.  If you don't believe it, ask Google.  And if the rumblings (global financial press, today) of a huge trade war between China and the US - at which China would lose heavily - come to fruition, then these Chinese companies will finally understand that they need a European or US manufacturing base.  The times, they are a changing, and guess who will be the one who made it happen...Yes, Mr Trump.  Both Bush (junior) and Obama wouldn't and couldn't take on China, but Trump understands why that day had to come.  It's comical reading the Guardian and the Independent, who still don't understand it.  A possible global crash ahead, but it will clear out bad rubbish.  Less Chinese cr*p, more from other countries, a stronger America, a stronger UK, and even a stronger EU if it can get its act together (which it won't).  All on its way in the next decade.  Enjoy.

I say my bit, then go. So although I'm interested in what you may initially say, I don't care what you think about what I've written, so I won't read whatever your reply is.

24 September 2018

*facepalm*

¯\_(ツ)_/¯

24 September 2018

Volvo’s S90 built in and exported from China according to Google :)

24 September 2018

Although ,as a person I do not like the way Trump is  treats woman  and the manner in which he goes about business, I do think he has the right idea,the West has given China wealth and is now a future danger ie expansion everywhere around the world, where natural resources are to be gained ie Africa. He could put it across in a more meaningful way.The same thing with the UK and EU Teresa May far too soft,threaten them with 30% to 50 % import duty just 5% on components ,you would have all the companies scrabling around to onshore again.With this threat ,some of this would be uased to subsidize Uk manufacturing against any tariff they encounter with the proviso Uk would be at least double what the EU charge us.I think they would swiftly agree a sensible deal.Sto p wastinfg _ucking time teresa they only understand real facts ie they export loads more to us than the Uk to them .

24 September 2018
That bloke wrote:

Build it in China and it won't sell as well as it would if built elsewhere.  As I said before; there isn't a SINGLE quality product built by a Chinese company in China.  If you don't believe it, ask Google.  And if the rumblings (global financial press, today) of a huge trade war between China and the US - at which China would lose heavily - come to fruition, then these Chinese companies will finally understand that they need a European or US manufacturing base.  The times, they are a changing, and guess who will be the one who made it happen...Yes, Mr Trump.  Both Bush (junior) and Obama wouldn't and couldn't take on China, but Trump understands why that day had to come.  It's comical reading the Guardian and the Independent, who still don't understand it.  A possible global crash ahead, but it will clear out bad rubbish.  Less Chinese cr*p, more from other countries, a stronger America, a stronger UK, and even a stronger EU if it can get its act together (which it won't).  All on its way in the next decade.  Enjoy.

Cool story, bro!

24 September 2018

... for people interested in cars, not politics...

We like cars. More cars is good. So, we like this.

Even though they will kick it off with another SUV, is it me or are SUVs getting lower, and less 'off-roady', like, er, cars?

¯\_(ツ)_/¯

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