Whatever memories you may have of being a Chery owner before, things will be different when Chery returns to the Malaysian market in the near future. Apart from a totally new and modern range of models like the OMODA 5 and Tiggo Pro, sales and aftersales are promised to be top quality and in line with the global standards of the Chinese carmaker.

Chery is confident that it can deliver on this promise as its return to the Malaysian market will be handled by its own subsidiary (to be established in due course). Previously, it was on represented by a local company so it did not have direct control on how the business was run.

The direct involvement of the manufacturer is good because that is the brand owner, and therefore has the strongest interest in ensuring that the brand image is good. Some manufacturers do business at ‘arms-length’, leaving most of the marketing and aftersales activities to their local partner who may or may not be equally committed since the partner does not own the brand. With the brand owner participating (and making its own investment), there will be better guidance and direction which should benefit customers.