Chery Malaysia Unveils 2026 Tiggo Strategy

Chery Malaysia has formally articulated an ambitious strategic roadmap, setting its sights on becoming a dominant force within the Malaysian automotive landscape by 2026. This comprehensive plan is meticulously crafted to elevate the brand's presence and market share, particularly by leveraging its popular SUV offerings. Chery Malaysia's 2026 vision revealed! This Autos News covers Chery's strategic focus on the Tiggo series. See what's driving their future. The core of this strategy revolves around an intensified focus on the versatile Tiggo series, aiming to position Chery among the top three non-national automotive brands in Malaysia within the next three years. This bold move signals Chery's serious commitment to the local market, promising innovation, localisation, and an enriched customer experience.

Chery's Ambitious Vision: Top Three Non-National Brand by 2026

The automotive sector in Malaysia is dynamic and highly competitive, making Chery Malaysia's goal of reaching the top three non-national brands a significant undertaking. This aspiration, as outlined by Chery Malaysia's President Shawn Xu, is not merely a statement of intent but a reflection of a meticulously planned strategy backed by substantial investment and operational adjustments. The brand's journey since its re-entry into Malaysia has been marked by strong initial sales figures, particularly for models like the Omoda 5 and Tiggo 8 Pro. However, sustained growth and market leadership require a multi-faceted approach that extends beyond initial product appeal.

Achieving this vision necessitates a deep understanding of Malaysian consumer preferences, competitive market dynamics, and the operational excellence required to support a rapidly expanding customer base. Chery is positioning itself not just as a challenger brand but as a long-term player committed to contributing to Malaysia's automotive ecosystem through local assembly, job creation, and technology transfer.

The Tiggo Series: The Pillar of Growth

At the heart of Chery's 2026 strategy is the Tiggo series, a line-up of Sports Utility Vehicles (SUVs) designed to cater to a broad spectrum of Malaysian buyers. The Tiggo range, encompassing various sizes and powertrains, is identified as the key driver for achieving the brand's sales and market share objectives. This strategic focus is prudent, given the enduring popularity of SUVs in Malaysia, where consumers value versatility, space, and a commanding driving position for both urban commutes and inter-state travel.

Expanding the Tiggo Line-up for Malaysian Roads

Chery Malaysia plans to enhance its Tiggo offerings significantly. Currently, models like the Tiggo 8 Pro and Tiggo 7 Pro have garnered positive attention. The strategy includes a strong emphasis on locally assembled (CKD) versions of these popular models, such as the Tiggo 7 Pro and Tiggo 8 Pro, which are expected to offer better value and potentially qualify for various incentives, benefiting Malaysian consumers. Additionally, the introduction of the Tiggo 8 Pro Plug-in Hybrid (PHEV) demonstrates Chery's commitment to greener mobility options, aligning with global trends and Malaysia's push towards sustainable transportation. While the status of the Tiggo 4 Pro remains to be confirmed for the Malaysian market, its potential inclusion would further broaden the appeal to those seeking compact yet capable SUVs, ideal for navigating city centres like Kuala Lumpur.

The decision to localise production at the Inokom plant in Kulim, Kedah, is a pivotal step. This not only reduces import costs but also allows Chery to fine-tune vehicles specifically for local conditions, including climate, road types, and driving styles. Investment in training the local workforce further solidifies Chery's commitment to Malaysia's industrial development.

Key Strategic Pillars for Sustained Success

Chery Malaysia's 2026 vision is underpinned by four critical pillars designed to foster robust growth and market acceptance:

1. Product Localisation and Innovation

Understanding that Malaysian consumers have distinct preferences, Chery is committed to tailoring its products. This goes beyond simple cosmetic changes; it involves integrating features that resonate with local tastes and needs, such as infotainment systems with local language support or specific comfort features suited for tropical climates. The ongoing research and development efforts are focused on ensuring Chery vehicles not only meet but exceed local expectations in terms of performance, safety, and technology.

2. Aggressive Dealer Network Expansion

Accessibility is key to market penetration. Chery Malaysia aims to significantly expand its dealer network from the current 30 outlets to 60 by the end of 2024, with an ambitious target of 100 outlets by 2026. This expansion is crucial for ensuring that sales, service, and spare parts are readily available across urban and rural areas of Malaysia, building confidence among potential buyers who prioritise convenient after-sales support.

3. Enhanced After-Sales Service and Customer Satisfaction

For many Malaysian car owners, the quality of after-sales service can be a decisive factor. Chery is dedicating resources to significantly enhance its customer experience through efficient service centres, readily available spare parts, and highly trained technicians. This focus on post-purchase satisfaction is vital for fostering long-term customer loyalty and positive word-of-mouth referrals.

4. Robust Brand Building and Engagement

Chery's "Chery Cares" initiative is central to its brand-building efforts. This programme aims to create a stronger connection with customers and the wider community through various engagement activities and corporate social responsibility initiatives. Building trust and a positive brand image is paramount for a relatively new entrant in a market with established players.

Practical Advice for Prospective Chery Buyers: When considering a Chery vehicle, pay close attention to the local assembly benefits, such as potential pricing advantages and fine-tuned specifications for Malaysian conditions. Research the nearest Chery service centres to your location to gauge convenience for maintenance. For PHEV models, assess your access to charging infrastructure – whether at home, work, or public charging stations – to maximise fuel savings and environmental benefits. Always factor in the availability of spare parts and the dealer network's reach, especially if you reside outside major urban hubs.

Beyond Tiggo: Omoda and Jaecoo's Contribution

While the Tiggo series forms the core of Chery's 2026 strategy, the contributions of other sub-brands like Omoda and the upcoming Jaecoo are not to be understated. The Omoda 5 has already proven to be a significant success, appealing to a younger, tech-savvy demographic with its bold design and advanced features. The anticipated launch of the Jaecoo brand, likely with models like the J7 and J8, will further diversify Chery's portfolio, allowing it to compete in even more segments of the highly lucrative SUV market in Malaysia. These brands collectively contribute to Chery's overall sales volume and market presence, creating a comprehensive offering for Malaysian consumers.

Conclusion: A Future Driven by Strategy and Local Focus

Chery Malaysia's unveiled 2026 vision is a clear testament to its commitment to becoming a major player in the Malaysian automotive industry. By strategically focusing on the Tiggo series, expanding its dealer network, prioritising after-sales service, and localising its products, Chery is laying a solid foundation for sustainable growth. The emphasis on local assembly not only supports the national economy but also ensures that Chery vehicles are optimally suited for Malaysian drivers. As Chery progresses towards its ambitious 2026 target, it will be exciting to observe how these strategies translate into market share and customer loyalty in the competitive Malaysian landscape.

What are your thoughts on Chery's ambitious plans for Malaysia? Have you experienced a Chery vehicle, and what was your impression? Share your comments and insights below!

Frequently Asked Questions

When will the Chery Tiggo 7 Pro CKD be available in Malaysia?

While specific launch dates are subject to official announcements, Chery Malaysia has indicated that the locally assembled (CKD) versions of popular models like the Tiggo 7 Pro are a key part of their 2026 strategy, aiming for introduction in the near future to enhance market competitiveness and consumer value.

How extensive is Chery's service centre network in Malaysia currently, and what are the expansion plans?

Chery Malaysia currently operates around 30 service centres nationwide. The brand plans a significant expansion, targeting 60 outlets by the end of 2024 and an ambitious 100 outlets across Malaysia by 2026, ensuring broader accessibility for service and spare parts.

Will Chery's Plug-in Hybrid (PHEV) models like the Tiggo 8 Pro PHEV be suitable for Malaysian charging infrastructure?

Yes, the introduction of PHEV models like the Tiggo 8 Pro PHEV is aligned with the growing electric vehicle (EV) infrastructure in Malaysia. While public charging networks are expanding, owners can also conveniently charge their PHEVs at home or work, making them a practical choice for those seeking reduced fuel consumption and lower emissions.

What specific localisation efforts is Chery implementing for the Malaysian market?

Chery's localisation efforts extend beyond local assembly at the Inokom plant. They include tailoring vehicle features and specifications to Malaysian consumer preferences, investing in local R&D for market-specific needs, and training local technicians to ensure high-quality after-sales support.