Chery's Strategy for Car Sales Ahead of Lebaran, Relying on Tiggo Cross

KatadataOTO – Eid is the right moment to buy a new vehicle for many consumers in Indonesia. A number of manufacturers have also started preparing strategies to provide products according to community needs.

At IIMS 2025, PT CSI (Chery Sales Indonesia) once again introduced a new model with a competitive price compared to other models in its class, namely the Chery Tiggo Cross.

It should be noted, the small SUV (Sport Utility Vehicle) has become a new rival to the Honda WR-V. The price of the Chery Tiggo Cross is from Rp 239.5 million to Rp 269.5 million, Rp 60 million lower than the WR-V.

However, with that relatively low price, Chery claims that the embedded features are still up-to-date, and its engine is even equipped with turbo technology.

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“We made this a daily car, safe, comfortable, and with good technology. We designed the car using premium materials, the design is also elegant, we want to target consumers who are looking for a car under Rp 300 million,” said Zeng Shuo, Assistant President Director of PT CSI on the sidelines of IIMS 2025 some time ago.

He further explained that there are several advantages to the Chery Tiggo Cross, such as the claim of having the widest dimensions in its class, the latest technology like a 360 camera, and not to forget the driving safety features, also known as ADAS (Advanced Driver Assistance System).

“In this price class, we also focus on how we can truly provide protection to our consumers,” said Zeng Shuo.

Capitalizing on a low price and competitive specifications, Chery revealed their sales target is around 500 units per month, and the units will be delivered to consumers before Eid, especially if ordered at IIMS 2025.

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For your information, the Chery Tiggo Cross price announced at IIMS 2025 is valid only for the first 1,000 buyers. 

The presence of the Tiggo Cross is said to strengthen Chery's position in the SUV segment. Currently, they have introduced several Tiggo series models, including those with a three-row configuration like the Tiggo 8.

The Chery Tiggo Cross uses a 1,500 cc capacity engine. On paper, this car can produce 144 hp and a peak torque of 210 Nm.