Not a Price War, Chery Does This to Win Customers' Hearts

KatadataOTO – Chery is reluctant to be called engaging in a price war to capture the market in Indonesia. They revealed that their strategy is to introduce more innovation.

The affordability of Chery's prices is a result of the technology they apply, which in turn affects the product's price.

“It's not a price war, but about technology, because with this, we can innovate on how to make products. One of the biggest investments is R&D because from there, the company can reduce production costs and others,” said Rifkie Setiawan, Head of Brand Department at PT Chery Sales Indonesia.

He also gave an example that from just one vehicle platform, they can create several models. Therefore, the cost to produce one product can be cheaper.

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“The Chery X, for example, its platform can be used for PHEV or ICE. All the cable routing and so on have been prepared, so it just needs to be adjusted according to the needs,” he then added.

The affordability of Chery's prices also doesn't mean the company isn't thinking about long-term sustainability. Because everything has been calculated so that they can last a long time in the country.

“We still have a balance between the price and the product offered. In fact, not all Chery products are cheap; we still have flagship products for high-end consumers,” he then emphasized.

According to him, this strategy is enough to make the company accepted by the public. If that's the case, then the company can last a long time in Indonesia.

Introducing Many Products

In Indonesia, Chery has indeed introduced various attractive models with quite affordable prices. One of its newest cars is the Chery Tiggo 8 CSH, which has a new variant and is priced from Rp 439.9 million to 559.9 million.

The Tiggo 8 CSH Comfort is now the most affordable option that customers can get. This is because several features such as the Panoramic Roof, Power Back Door, Memory Seat, and the number of speakers have been reduced.

Meanwhile, the Chery Tiggo 8 CSH AWD comes with a more superior drivetrain compared to the previous type. This is because this car is already equipped with three electric motors on the front and rear wheels.

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This drivetrain is capable of producing 486 hp of power and 640 Nm of torque.

The electric motor complements the performance of the 1,500 cc Turbo Acteco H4J15 engine, which can produce 143 PS of power and 215 Nm of torque. Power is channeled to the wheels through a DHT Super Electric Hybrid transmission.