Chery South Africa hosted its dealers, business partners and key customers at a gala event in Sandton where the past year’s record-breaking performance and best dealers were honoured.
“It is hard to believe that we have only been in South Africa since the fourth quarter of 2021,” says Jay Jay Botes, General Manager of Chery in South Africa.
“Since then, Chery has grown to one of the ten best-selling vehicle brands in South Africa, with models such as the Tiggo 4 Pro regularly registering among the three best-selling passenger cars. We owe a debt of gratitude to our customers and our hard-working dealers for their part in making this happen.”
Since launching its first model in October of 2021, Chery has grown its dealer network to over 86 branches. Each of these dealers represents an entrepreneur or dealer group that has invested in the Chery brand and that now acts as the representative of the Chery brand to customers in their city or town.
“If you grow at the speed that we have done since 2021, you run the risk of damaging your brand by offering poor customer service and aftersales support. Yet we have managed, with our dealer partners, to maintain industry-leading levels of customer support despite having to double our parts warehouse and vehicle stock several times over this period,” says Jay Jay.
“There is no doubt that our 10-year or 1-million-kilometre engine warranty has helped to cement Chery’s reputation for quality among customers. Having dealers that can back this warranty and keep our customers happy have done the same,” he says.
Among the dealers that won an award or received special recognition, there are ten dealers that stood out. These dealers had the best performance in either Sales, Aftersales or Parts support throughout 2023.
In the category for Best Overall Parts Support, Chery honoured Chery Umhlanga in the category for Large and Extra-Large Dealers, Chery Krugersdorp in the Medium Dealer category and Chery Germiston in the category for Small and Extra Small dealers.
Chery Sandton took home the award for the Best Aftersales Dealer in the Large and Extra-large category, followed by Chery Midrand, Medium Dealer Category and Chery Trichardt taking home the award for Small and Extra Small dealers.
Lastly, Chery honoured the dealers who outsold their peers in the Best Sales Performance category. Here Chery Phalaborwa was the Best Extra Small Dealer, Chery Trichardt received the award for the Best Small Dealer and Chery Vanderbijlpark won the Best Medium Dealer Award.
In the large category for Best Sales Performance, Chery Pinetown took home the silverware and Chery Pretoria won in the category for Best Extra-large Dealer.
South Africa’s automotive industry is entering new territory. Under pressure to localise, modernise and transition to a more sustainable and globally competitive future, the focus is shifting towards partnerships as the engine of growth and resilience.
The Supreme Court of Appeal (SCA) has dismissed the National Credit Regulator’s (NCR) appeal in a high-profile dispute with the finance arms of BMW, Mercedes-Benz and Volkswagen over the treatment of so-called “on-the-road” (OTR) fees in vehicle finance agreements.
South Africa’s automotive sector arrived at the recent South African Auto Week 2025 in Gqeberha with a renewed sense of optimism, backed by clear signs of recovery, reports Ecofin Agency.
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