Chery’s New Logo Defines New Brand Philosophy

Chery Cars China has had a branding disaster over the past few years. In 2009 they unveiled their new sub brands Riich and Reely. Riich was aimed at the upper end of the market and Reely was to focus on MPV’s and SUV’s, on paper it sounded like a fantastic idea – a third brand, Karry, was also introduced to sell low end high volume MPV’s and commercial vehicles. Out of the three only Karry seems to have registered any sales with Riich and Reely being docked from Chery’s tickets.
The two new sub brands only came into being due to Geely’s introduction of Emgrand and Englon, two names that were mocked due to their strange sounds (as was Riich) which didn’t sit comfortably with native English ears, but both have become a commercial success. It was a case of keeping up with the Jonses at Cherry.  Chery are now undergoing a restructuring process that will see them focus on solely on the Chery brand and making a shallow range of great vehicles rather than a wide range of ‘acceptable’ vehicles, the Chery brand went two years without a new car but that will change with the introduction of a new logo.
Chery’s president Yin Tongyao took to the stage to unveil the new logo at the recent Shanghai Auto Show, which is essentially the brands mission statement, outside the auto show billboards featuring Mr. Yin’s face with proclamations of ‘Quality is Coming Home’ surrounded the venue, perhaps Chery are now finally serious about becoming a Chinese market, and eventually a world auto market leader this time around.