Chery previews the OMODA 5 & Tiggo Pro Series of vehicles here in Malaysia

China brand Chery is making a comeback into the Malaysian automotive scene. You may remember if you are old enough where the brand was around in the early 2000s and then slowly faded away due to various factors. But they're back! 

The brand has officially taken a major step towards its brand rejuvenation in Malaysia by holding a physical preview event involving no less than five of its current models for select members of the media, potential dealers and business partners. Present at the preview were the OMODA 5, Tiggo 4 Pro, Tiggo 7 Pro and the regular Tiggo 8 Pro. All of these vehicles are SUVs, meaning the brand, like many other brands have deemed Sport Utility Vehicles as the vehicle that is most popular among regular car buyers here.

According to Chery, these models conveying a strong and unified expression of advanced technology, trendy design and premium features which embody the Chery brand of today and the future. Over the two-day event, more than 100 attendees became the first Malaysians to experience Chery’s latest models first-hand, statically and even dynamically for some models.

“This event is significant for several reasons. Firstly, it is the first physical engagement for Chery in Malaysia under a new team. Secondly, it marks the first official appearance of our current-generation models in Malaysia and thirdly, it is the first appearance of the Tiggo 8 Pro PHEV (plug-in hybrid electric vehicle) in Southeast Asia,” said Chery Malaysia Country Director Mr Leo Chen.

“At Chery, getting close to consumers is of paramount importance. Besides communicating our recent global successes and showing them our leaps in technology, quality and design, this preview event is also a platform for us to directly engage with Malaysian consumers and deeply understand their hearts and minds with regards to automobiles,” said Mr Chen.

“This preview event will strengthen the market research we have done so far by allowing us to gather extensive feedback from our valued guests via survey, this time alongside the real vehicles. This feedback will greatly help us fine-tune our product and brand strategy to best serve the Malaysian market, as well as assess the suitability of each of these models for the market,” he added.

The OMODA 5 Compact SUV

With youth and global development at its core, the OMODA 5 has garnered lots of attention from Malaysians due to its futuristic ‘Art in Motion’ design language and intelligent technology, including Chery’s latest iteration of Advanced Driver Assistance Systems (ADAS) and wide seamless dual screens. 

The Tiggo Pro Series SUVs

The flagship of the acclaimed Tiggo Pro series, the Tiggo 8 Pro, aims to delight upwardly-mobile entrepreneurs and professionals through its combination of technology, premium touches and seven-seat versatility.

Its more compact five-seat sibling, the Tiggo 7 Pro, strikes an impressive balance between urban style and premium features, including three high-definition screens packed with the latest technology, while the Tiggo 4 Pro targets the young go-getter with its unique combination of technology and comfort.

The Tiggo 8 Pro PHEV represents among Chery’s newest technologies in the field of new-energy vehicles. Its petrol engine works together with a Dedicated Hybrid Transmission (DHT) that features dual electric motors to result in nine operating modes including series and parallel working, making it the first of its kind amongst Chinese brands.

“As one of ASEAN’s largest economies and with a developed automotive market, Malaysia is a very strategic market in Chery’s plans for further globalisation. As China’s top passenger car exporter for 19 consecutive years, with a presence in over 80 countries and regions, and the trust of over 10 million users worldwide, we believe we will be able to draw on our expertise to contribute to the Malaysian automotive industry and further spur its growth,” said Mr Chen.

“We are thankful for the positive support shown by all stakeholders for this preview event, and we look forward to delighting more Malaysians in the near future as we take the Chery brand to the next level in Malaysia,” he added.

These sort of news are interesting in that there are many that see Malaysia as a good place to sell automobiles. Maybe its that potential that our 600,000+ total industry volume of vehicle sales is growing and still able to absorb more car sales. It could be true as the numbers are growing, even after the recent pandemic that had hit the country quite hard. 

With the slightly familiar looks to the vehicles, and the leaps in improvements over the years in terms of vehicle development by Chinese car makers, let's all welcome Chery with open arms. Again.

I do think that this time around, from the styling and how the interior is fitted out. It could be good value for those interested in getting a SUV. However, it has to be priced right. We shall soon find out when Chery launch these vehicles.