Chery Auto's Success Story
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chery was founded in 1997 in the city of Wuhu in Anhui province in China as Anhui Chery Automobile Company Limited. The company was started as an automotive project by the local government of Wuhu City...
The Growth Strategy
Chinese products were often perceived to be of inferior quality by many developed nations. Chinese goods lacked a strong brand image and goodwill among consumers in developed nations and hence Chinese car makers initially focused on exporting to developing markets more...
The Road Ahead
In February 2010, Chery announced its ambitious plan of launching 17 new car models in 2010 alone. This came as a surprise to many analysts. Launching more than one model on an average every month was looked upon as a risky strategy, especially during a time when world economies were yet to recover from an economic crisis...
Exhibit I: A Note on the Chinese Automobile Industry