Aimen Cheriet’s Strategic Vision for Introducing and Marketing the Chinese Brand ‘Chery’ in Algeria: Winning Over Customers and Garnering Algerian Support for the ‘People’s Car’
BY: Dr. Hana Saada
The automotive landscape in Algeria is undergoing a significant transformation with the introduction of Chery’s new vehicle models. Auto Leader Company, the official distributor of Chery, is unveiling a promising and affordable lineup, marking a pivotal moment in the Algerian automotive sector.
Chery Algeria is revolutionizing the car market with its innovative and disruptive approach. In this article, we will delve into how Chery Algeria is redefining the industry in Algeria by introducing the concept of “People’s Cars” and eliminating brokers from the car buying process. By directly engaging with consumers and offering affordable yet high-quality vehicles, Chery Algeria aims to reshape the car market landscape in Algeria.
Chery Triumphs in Algerian Automotive Market Launch with Unprecedented Media Coverage and Ministerial Presence
In a spectacular event at the Sablettes Promenade in Algiers, Chinese automaker Chery, known as the people’s car, marked its ambitious entry into the Algerian automotive market by introducing seven new models poised to grace Algerian roads. The lineup includes the Chery Tiggo 8 Pro (Grand SUV), Tiggo 8 Pro Max (Grand SUV), Tiggo 7 Pro (Grand SUV), Tiggo 4 Pro (SUV), Tiggo 2 Pro (Urban SUV), Arrizo 5 (Sedan), and Arrizo 6 (Sedan).
Algeria Celebrates Historic Launch of Chery Chinese Car Brand
The Minister of Industry and Pharmaceutical Production, Ali Aoun, and the Minister of Trade and Export Promotion, Tayeb Zitouni, jointly inaugurated, on November 9th, 2023, the official marketing of the Chinese car brand “Chery” in Algiers. The presence of both ministers, amidst a substantial gathering of journalists, underscored the profound significance of this occasion, marking a groundbreaking milestone in Algeria’s automotive landscape.
This launch is not just the introduction of a new brand; it’s a transformative moment reflecting the government’s commitment to fostering diversity and innovation within the Algerian automotive market. The collaboration between the Ministry of Industry and Pharmaceutical Production and the Ministry of Trade and Export Promotion signifies a strategic approach to boosting the automotive sector and enhancing choices for Algerian consumers.
As a first-of-its-kind event, the launch of “Chery” in Algeria is set to reshape the dynamics of the automotive industry, offering a diverse range of high-quality vehicles. The active involvement of the ministers signals the government’s endorsement of this venture and its recognition of the potential impact on the local economy.
The exhibition showcased an impressive array of cars, totaling 15 distinct types and featuring 7 different models. These models included the Tiggo 2 Pro, available in three variations, the Tiggo 4, also available in three variations, the Tiggo 7, available in two variations, the Tiggo 8, available in two variations, the Arrizo 5, available in two variations, and the Arrizo 8, available in two variations.
During the momentous announcement ceremony, one particular model stole the spotlight – the Tiggo 2 Pro Comfort 1.5L MT. This remarkable vehicle was presented to the audience, captivating their attention with its enticing price tag of 199 million cents and a seven-year warranty. Boasting a robust 1.5-liter gasoline engine, generating an impressive 107 horsepower, and equipped with a 5-speed manual transmission, this car truly exemplifies power and performance.
The Tiggo 2 Pro Comfort 1.5L MT, in particular, stood out as a testament to the brand’s dedication to providing an unparalleled driving experience. Its powerful engine, coupled with the seamless manual transmission, promises an exhilarating journey on the road. Moreover, the competitive pricing of this model further solidifies its appeal, making it an irresistible choice for those seeking both performance and value.
Affordable Prices for the Masses
Chery Algeria acknowledges the distinct requirements and preferences inherent in each market. In the context of Algeria, the emphasis on affordability is paramount. A considerable number of prospective car buyers seek vehicles that align with their budget without compromising on quality or essential features. Chery Algeria has been attentive to this aspect and has customized its offerings to precisely address these particular needs.
Chery Algeria prioritizes making cars accessible to a broad demographic, believing in the principle of providing reliable and reasonably priced vehicles for everyone, regardless of their economic standing. Aimen Cheriet, the representative of Chery in Algeria, underscored the company’s dedication to affordability, particularly targeting the middle-income bracket. He emphasized their commitment to offering quality cars at prices well-suited for the Algerian market.
Cheriet highlighted that careful consideration and analysis had gone into determining the prices and models to ensure they align with the needs of the Algerian consumers. Chery’s pricing strategy is exemplified by the Tiggo 2 Pro model, starting at 199 million cents, and the Tiggo 8 Pro, priced at 539 million cents. To maximize accessibility, Chery plans to strategically introduce its latest car models in 30 provinces through authorized distributors, facilitated by their representative, “Auto Leader Company.” Moreover, the company is venturing into the marketing of hybrid models and electric cars, showcasing its commitment to diverse and sustainable mobility solutions.
Chery Accelerates Market Presence in Algeria with the Launch of 20 New Dealerships
Chery is intensifying its market presence in Algeria through a strategic move to inaugurate 20 new dealerships, as announced recently. Known for its innovative and budget-friendly vehicles, Chery is expanding its distribution network across various regions in Algeria, a market marked by increasing competitiveness and a growing demand for diverse automotive options.
Rapid Expansion Across the Country
The newly designated provinces for these dealerships include Bordj Bou Arreridj, Blida, Chlef, Ain Beida, El Arbaa, Ain Mlila, and Skikda. The expansion also covers Biskra, Sétif, Khenchela, Sidi Bel Abbés, Tlemcen, Adrar, Tebessa, Tarf, Souk Ahras, Ouargla, Batna, Bejaia, and Oued Souf, ensuring a broad territorial reach. This strategic approach aims to enhance accessibility for Algerian consumers by offering a range of models catering to diverse preferences and budgets.
Simultaneously, the company has hinted at upcoming announcements for additional dealerships, underscoring Chery’s aspirations to establish itself as a major player in the Algerian automotive market.
In a customer-centric move, the company provided links to the websites of the new dealerships, facilitating easy access to local information. This underscores Chery’s commitment to providing an elevated customer experience in line with international standards in the automotive sector.
Aïmene Cherit, CEO of Auto Leader, expressed confidence in Chery’s growth prospects in Algeria. He highlighted the ambitious goal of selling over 11,000 vehicles by the end of the current year, with plans to increase the quota to up to 60,000 units in the following year, reaching a remarkable quantity of 100,000 units annually within the third year.
Redefining the Car Buying Process
Chery Algeria has adopted a consumer-centric strategy by opting for a direct-to-consumer model, bypassing intermediaries and streamlining the car purchasing procedure. Through the removal of brokers and the direct sale to consumers, Chery aims to provide more competitive prices and a transparent buying journey. This strategy empowers consumers, enabling them to make well-informed decisions free from the influence of salespeople and ensuring a more straightforward and open purchasing experience.
Benefits of Direct-to-Consumer Approach
Chery Algeria’s implementation of the direct-to-consumer strategy brings forth several advantages for customers. Firstly, it facilitates reduced prices by eliminating broker commissions and additional fees from the purchasing equation. Secondly, the approach enhances transparency, enabling consumers to engage directly with the manufacturer for precise information about the vehicles. Lastly, it streamlines the entire purchasing process, offering a more straightforward and efficient experience that saves consumers time and eliminates unnecessary complexities.
Streamlined Purchase Procedures
To facilitate the acquisition of these vehicles, Auto Leader Company has streamlined the purchasing process. The required documents include:
- A certified copy of the biometric national identity card.
- Proof of initial payment, such as a bank check or a transfer receipt.
- A commitment and an affidavit, to be signed when submitting the dossier to an authorized agent.
The buyer’s presence during these procedures is essential, emphasizing the importance of a transparent and secure process.
Chery Algeria Drives to the Forefront of Popularity with Consumer-centric Approach
Chery Algeria’s commitment to providing affordable and quality vehicles has significantly resonated with the Algerian population, leading to a surge in popularity for the brand. The facilitations offered by Chery, such as competitive pricing and a diverse range of models, have captured the attention of a majority of Algerians who are actively seeking reliable and budget-friendly transportation options.
The strategic pricing of Chery cars has made them particularly attractive to a wide demographic. This affordability factor, coupled with the assurance of quality and innovation, has created a positive perception among potential buyers. Algerians, keen on acquiring vehicles that offer both performance and value, have found a compelling option in Chery’s offerings.
Chery’s Unprecedented Success: Over 25,000 Initial Registrations in 24 Hours Make it Algeria’s Most Sought-After Car
Algerians flocked to showrooms, creating crowds at their doors in various provinces of the country, all in pursuit of acquiring their dream car. On the inaugural day of opening initial registrations, the number of submitted files reached an unprecedented record in the market’s history. The demand for Chery vehicles in Algeria surpassed 25 thousand initial registrations within just 24 hours, and the submission of files continues as Algerians remain eager to obtain a “Chery.” Consequently, the Chinese brand swiftly claimed the top spot as the most sought-after car in Algeria, achieving this distinction in an exceptionally short period. Thousands of Algerian individuals are still in anticipation, waiting for their turn to secure a Chery vehicle.
Driving Excellence: Aimen Cheriet’s Determination Fuels Chery’s Success and Expansion in Algeria
In the dynamic landscape of the Algerian automotive market, Aimen Cheriet stands out as the driving force behind the remarkable success of Chery in Algeria. As the representative of Chery in Algeria, Cheriet’s unwavering commitment and tireless efforts have played a crucial role in catapulting the company to new heights, showcasing his exceptional determination to ensure its success.
Cheriet’s strategic vision and hands-on approach have been instrumental in steering Chery Algeria through the complexities of entering and thriving in the Algerian market. His dedication to aligning Chery’s offerings with the specific needs and preferences of Algerian consumers has been a key factor in the brand’s widespread acceptance and popularity.
Furthermore, Cheriet’s commitment to affordability and quality, as emphasized during various announcements and events, has resonated well with the Algerian audience. By meticulously studying the market and tailoring Chery’s models and pricing to suit the local dynamics, he has positioned Chery as a brand that understands and caters to the aspirations of the Algerian populace.
The General Manager of Auto Leader Company affirms that the quality of vehicles directed to Algeria is equivalent to the quality of “Chery” cars distributed worldwide, maintaining consistent levels of strength and quality. The brand has gained popularity in several European countries, with upcoming launches planned in Portugal, Spain, the Netherlands, and Germany next year. It is already present in the Italian market, contributing to its valuable experience.
Chery Algeria Earns High Praise from Apoce and Officials for Consumer-Centric Approach and Quality, Affordable Vehicles
Mustapha Zebdi, the President of the Algerian Association for the Protection and Guidance of Consumers and Their Environment (Apoce), along with other Algerian officials, has commended Chery Algeria for its consumer-centric approach and the provision of affordable, high-quality vehicles. This acknowledgment underscores the positive impact Chery Algeria has made on the automotive landscape, aligning its strategies with the needs and preferences of Algerian consumers.
Furthermore, Zebdi commented on brokers, especially those with market monopolies, expressing that they are facing considerable unease regarding the cessation of their involvement in the sales process. He noted that, in response, these brokers have launched a campaign disseminating false rumors to undermine newly introduced cars by falsely asserting that they have defects.
The recognition from Apoce and other officials serves as a testament to Chery Algeria’s success in not only meeting but exceeding consumer expectations. As Chery expands its presence across the country, opening new dealerships in various provinces, it further facilitates accessibility for potential buyers. The brand’s recognition of Algeria’s unique market needs, coupled with its commitment to providing quality cars at competitive prices, has fueled a widespread interest and positive sentiment toward Chery vehicles. In essence, Chery Algeria’s facilitations have not only met the demands of the market but have also elevated the brand to a position of prominence in the eyes of the Algerian populace.
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