Chery's Expansion: From a Single Brand to a Global Multi-Brand Ecosystem

WUHU, KOMPAS.com – Chery’s journey in the global market, including Indonesia, continues to show significant development.

If it was once known only as a single brand, the Chinese manufacturer is now beginning to build an ecosystem with various sub-brands targeting different segments.

President of Chery International, Zhang Guibing, described this journey as the growth of a tree.

“A few years ago, Chery was just like one tree. But today we can see it, Chery and Omoda are number one for anthropology,” said Zhang, in Wuhu, China, on Sunday (25/4/2026).

“Because all Chinese companies, now in China, the competition is very fierce. So to survive, they must go out of China,” Zhang stated.

In this expansion process, Chery is not just bringing one brand.

The birth of sub-brands such as Omoda and Jaecoo has become part of the strategy to reach a wider market.

However, this step has not been easy.

Zhang acknowledged that initially, the development of Omoda faced internal rejection because it was considered not yet contributing significant volume.

“But I thought that model would be very popular in the international market. But I spent 2 years following the company. And after I followed Omoda for 2 years, finally the company agreed with me to start the project,” he said.

Over time, this strategy has begun to show results.

In recent years, Omoda and Jaecoo have developed rapidly and started to gain a foothold in various global markets, including Indonesia.

Zhang then likened this development to the growth of a “forest”, where Chery no longer stands as one tree, but as a collection of various brands with different characters.

“Today, the second tree has emerged. And in the tree, they become people. I hope for other trees, and also iCar and so on. So, different trees will become a forest,” said Zhang.