Chery Auto's Success Story


Chery Auto's Success Story
Case Code: BSTR377
Case Length: 13 Pages
Period: 2003-2010
Pub Date: 2010
Teaching Note: Not Available
Price: Rs.400
Organization: Chery Auto
Industry: Automobile
Countries: China
Themes: Growth and Expansion Strategies
Chery Auto's Success Story
Abstract Case Intro 1 Case Intro 2 Excerpts

Excerpts

The Growth Strategy

Since its inception, Chery had believed in the principle of 'no stability without domestic market, no strength without overseas market, аnd promoting its business in both domestic as well as the overseas market.'...

Going Global

According to Yin, Chery initially did not proactively pursue global expansion like exporting cars to foreign nations and setting up plants abroad. In 2001, a Syrian auto dealer, who wanted to import Chery's cars to Syria, approached the company with a proposal. Initially, Chery planned to reject the proposal as it had not even thought of exporting its cars till then...

The Challenges

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...

Exhibits

Exhibit I: A Note on the Chinese Automobile Industry
Exhibit II: The Spark and QQ Models

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