Chery Upgrades Fengyun to Brand Status, Signals Strategic Shift Towards Hybrid Vehicles

At the launch event of the Fengyun A9L on July 8, Chery announced that Fengyun has officially transitioned from a series to a brand, signaling a full-scale attack on the hybrid vehicle strategy. Just days prior, Chery had undergone significant restructuring, establishing four major domestic business groups: Chery, Fengyun, Aihu, and QQ. As Chery's Executive Vice President Li Xueyong stated, 'In a time of great contention, true heroes emerge in turbulent seas; we remain true to our original intention and have earned global admiration through technology.' Similarly, Chery's leader, Yin Tongyue, views the company's 'roll' as proactive, emphasizing the need for strong internal drive to carve a path forward. After 28 years of refinement, Chery confidently proclaimed at this year's Shanghai Auto Show, 'Chery does not engage in excessive marketing or false iterations but adheres to the bottom line of car manufacturing, focusing on standards, technology, quality, and safety!' Naturally, the ambitious 'four rolls and two non-rolls' will rely on a younger team. Earlier this year, Chery Group appointed four new executive vice presidents, highlighting the need for a youthful approach in the electric and intelligent transformation. What results will this new management team yield? Indeed, Chery's recent events on smart and hybrid nights, safety nights, and the Box Conference have shaken the industry. Coupled with the restructuring into 'New Four Major' groups, Chery's bold maneuvers demonstrate its resolve for innovation and change. Reflecting on last year's 2024 Global Innovation Conference, where Yin Tongyue called for 'unapologetic intelligence' by 2025, Chery is staging a grand performance in the industry, aiming to shift from 'overtaking on bends' to 'straight-line overtaking' while singing the strongest song of the era for domestic automakers. Chery's transformation is akin to the famous Ru porcelain from the Song Dynasty, requiring a fundamental rebirth to become a prized top-tier ceramic. The company has undergone a metamorphosis over the past decade, achieving significant milestones, including over 2.6 million sales and revenue exceeding 480 billion RMB. With a sales volume crossing 17 million this year, Chery's journey has been one of perseverance. The current smooth path is a result of navigating many obstacles. Chery has established a complete five-brand matrix: the value-focused Chery brand, comparable to Volkswagen or Toyota in China; the adventurous Jietu brand; the luxurious Xingtu brand; and the trendy iCAR brand. However, the intelligence-focused Zhijie brand is currently sidelined due to special circumstances regarding its collaboration with Huawei. As for 2025, Chery Group continues to maintain a growth rate exceeding the industry average. By the end of June 2025, Chery Group recorded cumulative sales of 1,260,124 units, a 14.5% year-on-year increase, surpassing the industry average growth of 13.4%. Among these, Chery's cumulative sales of new energy vehicles reached 359,380 units, reflecting a remarkable year-on-year growth of 98.6%. Chery, fully committed to new energy, has established a comprehensive layout for hybrid, extended-range, pure electric, and hydrogen energy powertrains. The success behind such impressive achievements is undoubtedly supported by a capable team. Today, Chery boasts a youthful executive team leading its five brands, with strong technical support. Under the leadership of Executive Vice President Li Xueyong, the team is ready to adapt to the demands of the intelligent automotive sector. Chery is fully embracing innovation and transformation, aiming for the global top 10 by 2025. In summary, Chery's efforts are a testament to its commitment to continuous improvement and competitiveness in the automotive market.