The Chery brand is set to unveil a new brand direction at this year’s Beijing Auto show.
Chery is poised to introduce a renewed global brand philosophy at Auto China 2026 in Beijing, marking a significant evolution for the manufacturer. Guided by deep user insights, the brand is shifting its focus toward family-oriented mobility, integrating safety, spaciousness, and intelligent technology into a comprehensive value framework.
A Philosophy Rooted in Family Mobility
The upcoming brand renewal reflects Chery’s transformation from a traditional automotive manufacturer into a provider of holistic family experiences. This strategic repositioning aims to create long-term value by addressing the practical needs of modern family travel.
- Core Pillars: The brand will enhance three primary ownership pillars: spacious comfort, comprehensive safety, and intuitive intelligent interaction.
- Global Alignment: This milestone reinforces Chery’s commitment to delivering reliable mobility solutions across diverse markets, including Malaysia.
- IBS 2026: The philosophy will be unveiled alongside the Chery International Business Summit (IBS), which will outline the group’s future industrial direction and global collaboration strategies.
AiMOGA: Shaping the “Automobile + Robot” Ecosystem
As part of its intelligent mobility vision, Chery is collaborating with AiMOGA Robotics to create a seamless, end-to-end user experience. This “Automobile + Robot” concept breaks traditional boundaries, integrating in-vehicle systems with advanced robotics.
- Synergy at Auto China: Chery and AiMOGA will jointly showcase their vehicle-robot synergy, demonstrating real-world applications in automotive showrooms and public service environments.
- Next-Gen Robotics: AiMOGA will host a dedicated global launch to unveil a new generation of humanoid robots designed to support diverse use cases.
- Public Utility: Recent demonstrations in China have shown AiMOGA units acting as traffic officers to assist students in crossing roads safely.
Commitment to Global Growth and Collaboration
Chery remains the No. 1 brand in China for vehicle exports for 23 consecutive years, with a presence in over 80 countries. By working closely with international dealers and partners like Chery Malaysia, the brand continues to build a sustainable and open mobility ecosystem.
