Chery—An Emblem Of The China-made Brand Image In Malaysia

Chery's flagship model, the X5 SUV, will be launched for the Chinese market on March 28. The base X5 is powered by a 196-bhp, 235-Nm 2.0-litre engine, and is expected to sell for 159,800 RMB (RM 77,056). Moreover, as a testament to the X5's off-road ability, Chery put its flagship SUV through the grueling Paris-Dakar rally.

How is the China launch of a Chery model of any concern to Malaysia? Well, Chery rarely features on Malaysian media channels, but the fact is that Chery has been present in Malaysia through local distributor Chery Alado Automobile for almost two years now. Five models are available here: the QQ hatchback, the Eastar MPV, the Tiggo SUV and the A160 and A520 sedans. Perhaps the X5 SUV would make its way over here too?

But whether Chery Alado Automobile decides to offer the X5, or any other new model for it matter, would depend on local demand—which should be lacklustre at best. While we have no hard figures on hand regarding the number of Chery vehicles sold here, it is not hard to imagine most Malaysians shunning China-made cars for the lack of looks, reliability, safety, second-hand value, and, above all, the lack of brand image.

The Koreans have been producing solidly-built cars for a long time, but it is only now that the Korean car brand image is slowly turning the tide, thanks to a slew of excellent current and future models; Customers are beginning to give Korean cars fair and due consideration. By the same token, it would be some time before customers would start to consider—let alone accept—China-made cars.