Chery Manager Aimen Cheriet outlines strict measures to curb speculators and ensure direct sales
BY: Hana Saada
Algiers, November 15, 2023 -Chery, the renowned Chinese automotive brand, has orchestrated a significant return to the Algerian market through its official representative, Algerian Leader Company (ALC). The launch event, held last week, witnessed the presence of key dignitaries, including the Minister of Industry and Pharmaceutical Production, Ali Aoun, and the Minister of Trade and Export Promotion, Tayeb Zitouni, alongside Chery’s General Director for the MENA region, Chen Weixnhaoma. This marked a pivotal moment for Chery’s representatives in Algeria, reaffirming their ambition to establish a lasting presence in the country.
In an interview, Aimen Cheriet, the Brand Manager of Chery in Algeria, revealed the brand’s ambitious plans for the Algerian market, emphasizing a direct marketing approach and stringent measures to prevent speculators.
Cheriet announced that Chery would flood the Algerian market with its cars, leaving no room for brokers. The marketing initiative is set to commence across 20 provinces, starting next week. The brand aims to establish a direct connection with consumers, ensuring a transparent and efficient sales process.
One of the standout features of Chery’s strategy is the extensive 7-year warranty, covering up to 70 percent of the vehicle. Cheriet detailed that the warranty encompasses crucial components, including the engine and chassis, providing consumers with comprehensive coverage for an extended period.
Addressing concerns about the quality of Chery cars arriving in Algeria, Cheriet emphasized that the vehicles destined for the country are identical to those distributed worldwide, ensuring consistent levels of power and quality.
Central to Chery’s commitment to the Algerian market is a strict sales process designed to eliminate brokers and speculators. Cheriet highlighted the uniqueness of their system, stating, “Our goal is for the car to reach the person who uses it and not the person who resells it.” This commitment is underlined by the fact that the brand has received 17,000 requests to purchase a Chery car across the country.
Cheriet expressed the brand’s determination to protect Algerian consumers from speculation. He explained, “It is impossible for him to be a ‘speculator’ with us.” The focus on consumer protection aligns with Chery’s vision of ensuring that their vehicles reach genuine users rather than being subject to resale.
As Chery’s direct marketing initiative unfolds in Algeria, the brand’s rigorous approach aims to set a new standard in the automotive industry, fostering consumer trust and integrity in the sales process.
Local Manufacturing Project in Bordj Bou-Arréridj
Central to Chery’s ambition is a local manufacturing project planned for Bordj Bou-Arréridj. The company aims to transform Algeria into a regional platform through this endeavor. The manufacturing plant is set to produce 24,000 vehicles in its inaugural year, with a remarkable expansion target of 100,000 units annually by the third year of operation. Although details on investment levels and locally produced models remain undisclosed at this stage, the project underscores Chery’s commitment to Algeria’s automotive sector.
Unprecedented Warranty and Diverse Model Lineup
Chery’s reentry into the Algerian market is distinguished by its customer-centric approach. The company introduces a groundbreaking offer of a 7-year or 200,000 km warranty, marking a significant departure from market norms. The model lineup features seven modern and well-finished vehicles, with prices starting at less than 2 million dinars. This diversified range includes the Chery Tiggo 2 Pro (Crossover), Tiggo 4 Pro (SUV), Tiggo 7 Pro (Grand SUV), Tiggo 8 Pro (Grand SUV), Tiggo 8 Pro Max (Grand SUV), Arrizo 5 (Sedan), and Arrizo 6 (Berline).
Comprehensive Motorization and Competitive Pricing
Chery’s models boast a range of engines and features. For instance, the Tiggo 2 Pro comes with a 1.5 Turbo engine of 115 hp, available with both manual and CVT transmissions. The Tiggo 4 Pro shares the same 1.5 Turbo engine. The Tiggo 7 Pro and Arrizo 5 feature a 1.5 TCI engine of 154 hp, with the Arrizo 5 offering a BVA transmission. The Tiggo 8 Pro is equipped with a 1.6 TGDI engine of 190 hp, complemented by an automatic transmission and a host of safety and leisure features. The Tiggo 8 Pro Max stands out as the only 4×4 version, powered by a 2.0 TGDI engine of 200 hp, akin to the Arrizo 8 in its 290 T version.
In terms of pricing, the Tiggo 2 Pro manual starts at 1,990,000 DA (VAT included), while the Tiggo 8 Pro (4×2) is priced at 5,339,000 DA. More details on the remaining lineup are anticipated upon the opening of orders in the coming days. Chery’s return to Algeria signifies not only competitive pricing and diverse offerings but also a commitment to long-term growth and a formidable local manufacturing initiative.
