Chery Blossoms

During the Heian Period (794–1191), Japanese nobility sought to emulate many things Chinese, including the social phenomenon of flower viewing or hanami, where the imperial households, poets, singers, and other aristocrats would gather and party under the blossoms. In China, it was the ume plum tree that was held in high regard, but by the middle of the ninth century, the cherry blossom or sakura had replaced the plum as the favored species in Japan.

In the nineties, after China has accepted a form of capitalism acceptable to the ruling Communist Party, it was the Chinese who were emulating many things Japanese. One of the many things Japan excelled in was the manufacture of automobiles for the global market and this was a market that the Chinese would like to get into.

Cultivating Chery

In 1997, Chery Automobile Co., Ltd. was founded in the city of Wuhu in China’s Anhui Province and was established to specialize in the production of automobiles and related components. It developed complete product lines and eventually, its own R&D projects developed and produced vehicles, engines, gearboxes and core automotive components. In 2005, the total assets of Chery stood at 11.8 Billion Yuan, with a sales achievement of 189,100 vehicles and exports of 18,000 cars overseas. With the introduction of new models in 2006, Chery has become the fastest growing automobile companies in the Asia-Pacific region and has planned to produce more than one million cars by 2010. Chery has also committed to offer products of the highest quality and at the lowest price, and has dedicated itself to preserving the delicate balance between cost and quality.

Besides complying with stringent technological and safety standards, Chery also puts emphasis on the aesthetics of its automobiles. Chery collaborates with world-class design and engineering firms like Bertone and Pininfarina to endow each Chery model with European elegance and sophistication. It also collaborates with AVL of Austria in the production of engines, including a turbodiesel variant for Chery’s new line of cars. This collaboration resulted in ACTECO, which uses aluminum alloy engine blocks and cylinder heads and direct injection EFI. Bosch is helping Chery design modern transmissions while Lotus Engineering is assisting the Chinese company in car design and build quality. Ricardo Consulting Engineers is also working with Chery on a hybrid power plant to develop China’s first hybrid vehicle.

Now in the Philippines

Chery Automobiles was formally introduced to the Philippine market last July 20 at the Palacio de Manila in an event dubbed as “Sweet Sensation: The Chery Launch”. Hosted by award-winning actor, TV host and Optical Media Board chairman and CEO Edu Manzano, the event unveiled the premiere of a fleet of five Chery automobile models that embodies the enterprising spirit of the Chinese car maker.

The available Chery models include the Crossover V5, a 2.0-liter 4-cylinder 16-valve DOHC FWD seven-seat multi purpose vehicle that the company claims integrates the most advanced safety features with sophisticated European design; the Cowin, a European-inspired 4-door sedan powered by an AVL-developed 1.6-liter 4-cylinder 16-valve SOHC EFI engine; the Tiggo, a small SUV powered by a 1.6-liter 4-cylinder 16-valve DOHC EFI engine; the A5, an executive sedan with a 1.6-liter ACTECO engine and; the QQ, the winner of the JD Power 2004 China Initial Quality Study for compact cars. The Chery QQ promises to be a fun compact car powered by an 800cc 3-cylinder 12-valve DOHC EFI motor mated to either a 5-speed manual transmission or a continuously variable (CVT) automatic. A Chery QQ equipped with an 1100cc 4-cylinder 16-valve DOHC EFI version mated to a 5-speed manual is also available.

Affordable Prices

Introductory prices for the Chery models start at P339,000 for the QQ 800cc with 5-speed manual transmission (5MT); P389,000 for the QQ 800cc with CVT and; P369,000 for the QQ 1100cc with 5MT. The Chery Cowin 1.6 with 5MT retails for P479,000 while the Chery A5 1.6 with 5MT goes for P589,000. The Chery Tiggo SUV 1.6-liter with 5MT is priced at P728,000 while the Chery Crossover V5 2.0-liter is priced at P858,000. Chery automobiles are indeed blossoming at affordable prices but like cherry blossoms, time is of the essence.

Chery Automobiles are distributed in the country by Iseway Motors Philippines. Iseway is an experienced trader in the automotive industry and its management team is instrumental in the success of Shanxi Iseway Trade Co., Ltd., which participated in the distribution of Chery and Chevrolet automobiles in Xi’an, China. Interested buyers can view the Chery automobiles at the Iseway Motors showroom at the ground floor of the Oppen Building, 349 Sen. Gil Puyat Avenue in Makati City. They can call the sales hotline at 896-1688 or email them at [email protected].