Triton brings the challenge to competitors
The bakkie war has intensified with the local launch of Mitsubishi’s next-generation Triton, an evolution in the iconic bakkie’s 46-year legacy.
- Product News
- 21 November 2024
Chery hit the top spot in the auto category of the prestigious Google X Kantar BrandZ Top 50 Chinese Global Brand Builders for 2024.
This is the second consecutive year that Chery has ranked first among Chinese automotive brands with a global appeal. What makes this especially impressive, is that Google and Kantar included eight Chinese auto brands in its report, the most yet.
The Google x Kantar report is compiled by Kantar, which is an approved and certified third-party measurement partner for brands, agencies and media companies looking to verify their media performance on Google-owned platforms.
This year’s top 50 report spans seven major categories, with the automotive industry overall showing best performance in brand strength and growth. The eight automotive brands that made the list showed an increased brand strength of 51 percent.
“While Chery’s brand value has outgrown that of its peers, it is also very heartening to see that Chinese auto brands, in general, are growing in strength and stature,” says Tony Liu, Executive Deputy General Manager of Chery South Africa.
Chery’s achievement once again made it clear that value and customer service remain a crucial influence in the purchase decision-making process.
Three-quarters of consumers polled in the report used phrases such as “trust in these brands” and “ability to meet unique demands” when it came to motivate their primary reasons for choosing Chinese brands. These terms were especially prominent in the feedback on Chery, which continues to rise in prominence as a favourite global automotive brand.
Chery’s performance in terms of brand strength is also backed up by its sales numbers.
In 2023, the brand exported a record-breaking 937 148 vehicles, which translates into a 101.1% year-on-year increase. This has ensured that they maintain their leadership position as Chinese passenger vehicle exporter for 21 years. Another record seems to be in the making as Chery has already reported cumulative sales of 902 209 vehicles for the months of January through May 2024, a 51% year-on-year increase.
Through their trusted top product line, Chery Group has built an international customer base of 14 million users. It is especially products such as the Tiggo family of models, which have led to this phenomenal conquest of the market.
The bakkie war has intensified with the local launch of Mitsubishi’s next-generation Triton, an evolution in the iconic bakkie’s 46-year legacy.
Unlike in the past, when dealerships primarily waited for customers to come to them, we now take a more proactive approach, bringing our vehicles directly to places where people gather, allowing them to experience the product first-hand, including offering test drives,” says Gerrie van der Kaay, Dealer Principal at Supergroup Dealerships Jetour Midrand.
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