Chery launches luxury car brands Riich, Rely

Shanghai, March 20 (Gasgoo.com) Chery Automobile officially launched its luxury car brands Riich (Ruiqi) and Rely (Reilin) in Wuhu yesterday. The launch campaign included brand introduction, logo display, auto connotation and design philosophy. The Riich brand is positioned as high-class car while the Rely brand is positioned as all-purpose commercial vehicle.

At the same time, Chery has already set up a new marketing branch to promote these two brands. Besides, the high-end model E6 of the Riich brand made its debut in the launch conference as well, Information Times reported yesterday.

According to Chery's plan, it will establish a new sales network so as to back up the two new brands' development. Meanwhile, Chery is set to launch 16 new models this year and most of them belong to the two sub brands of the Qilin network platform. The Riich brand will release six new models while the Rely brand is going to launch four.

Chery's President Yin Tongyao pointed out that the focus on energy efficiency and environmental protection has already become a key appeal of luxury cars. And the government will list energy-efficient cars among its major sourcing items. In addition, the government plans to increase its sourcing orders from domestic brands. If this policy is successfully implemented, China's No.1 domestic auto brand Chery will be the first one to be a beneficiary of this policy.