In an effort to gain traction in one of Africa’s most cutthroat auto marketplaces, Chinese automaker Chery formally debuted in Kenya, showcasing a variety of SUVs. Additionally, the corporation declared that it will start local assembly the next year.
Chery’s debut is part of a larger trend of Chinese automakers entering Kenya and Africa, escalating rivalry in the quickly expanding SUV market.
Three versions, starting at KES 3.9 million, were introduced by Chery through its local partner Caetano Kenya: the Tiggo 4 Pro, Tiggo 7 Pro, and Tiggo 8 Pro Max. The portfolio is marketed as “accessible luxury,” hoping to draw in Kenya’s expanding middle class, who are searching for new cars with cutting-edge safety and technological capabilities.
Caetano Kenya’s well-established multi-brand network, which already supports popular brands like Hyundai, Kia, Renault, Ford, and JMC, will be advantageous to Chery. Chery has an instant operating advantage because to this current infrastructure, which includes showrooms, service facilities, and spare parts support.
By providing a high-end ownership experience at a reasonable cost, the brand hopes to compete with both well-known automakers and Kenya’s leading market for imported used cars.
Chery’s sales increased 38% in the last year to reach 2.6 million vehicles, making it the 12th largest carmaker in the world. The company is on a solid growth trajectory globally.
Chery will offer a seven-year or 200,000-kilometer warranty to reassure new customers in Kenya, highlighting its dedication to long-term after-sales support and consumer confidence.
