Chery South Africa reveals “Live for More”—a bold new brand philosophy for 2025

Chery has continued its strong momentum in South Africa, achieving a significant milestone by becoming one of the country's top six best-selling automotive brands. This sustained growth has created an increasingly diverse customer base, prompting a strategic evolution in our brand philosophy.

Globally, Chery is going from strength to strength and, in August 2024, became the first Chinese automaker to enter the Fortune Global 500, ranking 385th—an achievement driven by its leadership in passenger car exports.

In response, Chery is introducing a bold new brand philosophy for 2025: “Live for More.” This initiative is inspired by the ambitions of everyday South Africans and their pursuit of excellence, success, and fulfillment in all aspects of life. “Live for More” encapsulates Chery’s commitment to delivering vehicles that empower our customers to achieve more, experience more, and drive more.

A new era of innovation and expansion

As part of this philosophy, 2025 will mark the introduction of Chery’s New Energy Vehicle (NEV) lineup, which will allow customers to explore further while embracing sustainable mobility.

Chery Super Hybrid (CSH) technology integrates four core technologies: engine, transmission, electric drive, and battery safety system, redefining the competitive landscape of the global hybrid market. For example, the fifth-generation 1.5 TGDI dedicated hybrid engine sets an industry benchmark with 44.5% thermal efficiency. The Dedicated Hybrid Transmission (DHT) delivers 98.5% transmission efficiency and unparalleled smoothness.

Additionally, Chery will expand its portfolio with an exciting top-of-the-range SUV, reinforcing our dedication to innovation and premium driving experiences.

Elevating customer care and service excellence

“Live for More" is a philosophy and a guiding principle for our customer service. In 2024, Chery South Africa achieved an outstanding Customer Satisfaction Index (CSI) rating exceeding 90%, underscoring our unwavering commitment to excellence. In 2025, the MyCheryCare division will aim even higher, ensuring an unparalleled ownership experience for our customers.

Further enhancing customer value, Chery will expand its Service & Parts Offers and Customer Campaigns in 2025. This will include complimentary mechanical inspections and exclusive savings on repairs and services. With an industry-leading average parts fill rate of 98% in 2024, Chery sets the benchmark for parts availability and efficiency. In the year ahead, we will strive for an even greater 99% fill rate, reinforcing our leadership in parts supply and customer satisfaction.

Driving forward with “Live for More”

Chery’s “Live for More” philosophy is more than a slogan—it is a commitment to delivering greater experiences, enhanced services, and unparalleled driving pleasure. As we move into 2025, Chery South Africa is dedicated to ensuring that every journey, service, and innovation reflects our mission to inspire and empower our customers to live for more.

About Chery

Established in 1997, Chery Group has made significant strides in the automotive industry. Its subsidiary, Chery Automobile, holds the distinction of being the first Chinese automobile brand to exceed one million domestic sales. Additionally, Chery Automobile has been a trailblazer in expanding into international markets. In 2023, Chery Group achieved "twelve consecutive growth" in sales, with cumulative sales of 1,881,316 vehicles, representing a year-on-year increase of 52.6%. From January to July 2024, Chery Group sold a total of 1,296,380 vehicles, marking a year-on-year growth of 45.4%. As of now, Chery Group has a global automotive user base of 14 million, maintaining its position as China's top passenger car exporter for 21 consecutive years. Chery Holding Group Co., Ltd. made the list with an operating revenue of $39.0917 billion, securing the 385th position in the 2024 Fortune Global 500 list. Chery adheres to independent innovation as its strategic core and has built a product innovation system around technology R&D. This system is dedicated to providing excellent, high-quality user experiences for global consumers. Currently, Chery has established eight major R&D centers in regions including North America, South America, and Europe to support its global layout and continuous innovation. As of the end of 2023, Chery has applied for over 26,000 patents and has been granted a total of 16,245 patents, positioning it among the leaders in the Chinese automotive industry. Chery's business presence extends to more than 80 countries and regions worldwide. Currently, Chery's export product range comprises the Tiggo series, Arrizo series, and eQ series, encompassing mainstream power forms such as ICE, BEV, and PHEV. With a brand core that emphasizes “Green, Technology, Family, and Companionship”, Chery remains committed to a strategic direction focused on green and low-carbon initiatives, accelerating its entry into new areas such as new energy, intelligent connectivity, shared mobility, platforms, and ecosystems.

Chery actively engages in global public welfare initiatives, including environmental protection, targeted poverty alleviation, and educational donations. For example, Chery donated $6 million to support UNICEF’s Global Education Thematic Programme, reflecting its commitment to international social responsibility.

Chery has been recognized five times as one of the "Top 20 Best Overseas Image Enterprises" by SASAC and CICG. Chery leads the automotive category in the Kantar BrandZ Top 50 Chinese Brand Builders 2024 report. Additionally, J.D. Power's 2023 automotive index studies show Chery ranking first in the IQS (Initial Quality Study) among domestic brands, with its Tiggo 8, Tiggo 7, and Tiggo 4 models each securing first place in their segments.