Chery Targets 80 Dealers by 2025, Using a New Concept

KatadataOTO – Chery is currently updating the concept of several dealers and opening new outlets in various regions of Indonesia.

This year, Chery will focus sales on the Tiggo series and introduce several other sub-brands such as Lepas.

Later, each dealer will have a specific sub-brand sales focus, following the Chery International outlet concept as applied in Bekasi and Puri Indah.

Currently, Chery has 55 outlets spread throughout Indonesia. In the first half of 2025, the target is to reach 60 dealers.

Photo : KatadataOTO

“Just wait, there will be several (dealer) openings. By the end of the year, we are targeting 80 outlets,” said Sulistyo Nugroho, Head of Dealer Network Development at PT CSI in Bekasi some time ago.

He confirmed that several of the dealers in question have already entered the construction phase.

“Chery is currently re-mapping, transforming from the old dealer model to the new one,” he said.

It should be noted that the new concept dealers occupy a larger area. Then, on the building, the emblem of the focused sales sub-brand, for example, Tiggo, is embedded.

Nevertheless, Sulis emphasized that all these dealers can still handle sales and service for all models sold by Chery in the country.

“There is only an addition (of brands) from us. We want to differentiate between Tiggo and Lepas (in Indonesia),” he asserted.

Lepas is one of Chery's sub-brands scheduled to enter the domestic market this year. One of its models, the Lepas L8, officially went into mass production in April 2025 and is a strong candidate for Lepas's debut product in the country.

The Lepas L8 is said to use the platform from the Tiggo 8 CSH (Chery Super Hybrid). However, in terms of appearance, it is more luxurious, and its target market is the younger generation.

Photo : Paultan

It is possible that the battery specifications and range of the PHEV (Plug-in Hybrid Electric Vehicle) will not be much different from the Tiggo 8 CSH. The price tag could also be identical, in the Rp 500 million range.

However, there has been no official information from Chery regarding the launch of the Lepas sub-brand. Currently, another brand under the Chery Group that has debuted in Indonesia is Jaecoo.

“For Lepas, we have a different (sales) strategy. We are trying to separate Lepas and Tiggo to be more focused,” said Sulis.