BY: Dr. Hana Saada
ALGIERS- In a move to enhance its presence and accessibility to customers, Chery’s distributor in Algeria inaugurated its 35th showroom in Hussein Dey, marking the 3rd location in the capital city. Auto Leader Company (ALC) now boasts 5 branches among the 35 representations nationwide, with intentions to open 10 new points in the coming days and weeks, including 2 additional branches. This underscores the distributor’s commitment to reaching customers across various regions, as emphasized by the brand’s communication director, who reiterated their priorities during the recent event.
Customer satisfaction remains paramount, beginning with vehicle availability and timely delivery. To this end, it was announced that 5000 vehicles have recently arrived at the ports of Mostaganem and Jijel (Djen Djen).
In terms of deliveries, the commercial director stated that 4000 vehicles have been delivered to date, and the entirety of ALC’s quota for 2023 is expected to be fulfilled by the end of March. However, projections for the current year remain undisclosed, with the commercial director noting that the quota for 2024 has yet to be determined.
Addressing inquiries about the absence of smaller models to lower Chery’s entry prices in Algeria, the commercial director expressed regret over the discontinuation of the QQ model in favor of an electric vehicle, the eQ1, which has already arrived in Algeria for homologation.
ALC’s strategy towards cleaner vehicles includes the introduction of electric vehicles (starting with the eQ1) and plug-in hybrid electric vehicles (PHEVs). Two such models, the Chery Tiggo 7 Pro and Tiggo 8 Pro, were showcased at the recent Oran Motor Show, boasting an impressive range exceeding 1300 km. While pricing details are yet to be released, it is anticipated that they will be priced 20 to 30% higher than conventional models.
The much-anticipated local production project, announced in partnership with Chery, awaits the signing of a joint venture agreement between ALC and Chery before being submitted to the Ministry of Industry. The project, representing a shared investment of $110 million between the Chinese manufacturer and its Algerian partner, aims to establish a vehicle manufacturing plant in Bordj Bou-Arréridj, with an initial production capacity of 100,000 vehicles per year. With plans to commence exports to neighboring markets, the joint venture is poised to significantly impact the automotive industry in Algeria.
Aïmene Cheriet, Director General of ALC, affirmed the commitments made with the Minister of Industry and Pharmaceutical Production, emphasizing Chery’s intention to invest in local production in Algeria. With production set to commence, Cheriet anticipates that “2024 will be the last year for Chery car imports in Algeria,” highlighting the pivotal role of the upcoming local manufacturing facility.
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