Chery in the process of reorganizing brand structure

Gasgoo.com (Shanghai June 24) - Chery Automobile has announced a new brand organization, with its models being divided into four series–QQ, Fulwin, Tiggo and Arrizo. According to a report appearing in the Beijing News today, the four series will each be aimed at different market segments.

The QQ series will be exclusively aimed at the subcompact segment, with the goal of attracting younger consumers. The Fulwin series will cover the compact and midsize segments, with its models more intended towards families. The Tiggo SUV will continue to be sold under that name, with plans for a mass production version of the β5 concept (pictured), which was displayed at the recent Shanghai International Automobile Industry Exhibition, to be sold alongside it. Finally, the Arrizo series will include various subcompact, compact and midsize models.

In addition to the four primary brands, various reports speculate that Chery may announce a new minivan series in the near future. However, Chery has neither confirmed the news nor offered any details.

According to its previous product plans, Chery has been forced to develop several different products on the same technological platforms. For example, the old A5 platform was used for the Cowin 3, E5 and Riich G3. Although targeted at different segments, the similarities between these models led to internal competition, which also caused confusion among consumers. In the past Chery's product lineup included nearly 30 different models spread across various brands. That number will decrease to around 12 following completion of its streamlining strategy, with certain models to be gradually phased out. The goal of the strategy is to see sales volumes for its individual models increase.