Gasgoo Munich- Chery Automobile announced a management reorganization on October 7, placing its namesake brand within a unified global market system under its Globalization 3.0 strategy. Executive Vice President Zhang Guibing will directly oversee the Chery Brand Domestic Business Group.
Image source: Chery
Key Takeaways
·Zhang's expanded remit includes Chery's global design, human resources, legal affairs, spare-parts ecosystem and robotics operations. He will also serve as general manager of the International Business Group and take leadership roles in marketing, safety and environmental protection, and process transformation.
·Executive Vice President Li Xueyong will oversee the JETOUR Brand Business Division, with a focus on moving the brand upmarket and strengthening its global off-road positioning. He will also manage corporate public relations and support domestic marketing under the Globalization 3.0 strategy.
·Chery described the latest changes as establishing two organizational priorities: integrating the Chery brand's domestic and international operations, and advancing JETOUR's move upmarket.
Background
The announcement follows role changes involving Zhang Guozhong and Zhang Guibing on September 23 and represents a further adjustment to Chery's organizational structure under its Globalization 3.0 strategy.
Why It Matters
In Chery's framing, Globalization 3.0 extends beyond selling vehicles in additional countries and calls for the company to establish more deeply integrated local operations. Bringing the Chery brand into the global market system and placing related domestic and international functions under Zhang is intended to align planning and execution across markets.
The reorganization is designed to improve coordination among global marketing, human resources, ecosystem services, and legal and regulatory functions, while managing domestic and international resources through a more unified structure.
JETOUR strategy
Chery linked the JETOUR appointment to growing global interest in rugged off-road and box-shaped vehicles. The company credited Li with developing JETOUR around its "Travel+" positioning and said his expanded responsibilities are intended to support the brand's upmarket development, international off-road positioning and corporate image.
Data and Evidence
Chery Group reported sales of 2,206,789 vehicles in the first three quarters, up 9.9% year on year and a record for the period. Exports rose 65.6% year on year to 1,551,178 vehicles, exceeding the group's total exports for all of 2025. New energy vehicle sales increased 46.1% from a year earlier to 858,524 units, with Chery saying its wholesale volume ranked among the industry's top three.
