The last time Chery was in Malaysia was some 17 years ago and its experience was not good, nor would those who bought its products have had good experiences either. To be fair, the market conditions then were different, the products were also not as advanced and the brand was handled by a local company. When it left the market, it was not missed although its return has been much anticipated.

However, while Chery has entered neighbouring markets and started its business over the past year, it has been careful with the Malaysian market because it knows that its past image was not good. So it has been hard at work trying to present a better image, which is why you would have seen and read a lot about the brand, what it promises and what products are going to be available – but it did not start up.

Now, after months of preparing the market, Chery is officially back with a preview event today. And this time, it is directly involved in marketing activities with its own company, Chery Malaysia, and is therefore responsible for its own destiny. Other carmakers have also found it better if they are closely involved and direct the business in the market as they are the brand owners. Customers ultimately benefit as brand owners will always be thinking long-term and be willing to spend to grow the business.