China-based automotive giant Chery is launching a brand new era in after-sales services as an important part of its growth strategy in the global market. The company introduced its innovative service brand called “Chery Family Care” to the world at the 2025 Chery Global Business Conference. Launched with the slogan “Always by your side”, this brand aims to offer Chery users a warm, comfortable, comfortable, professional and comprehensive maintenance experience worldwide.
“Chery Family Care”: User-Centered Approach
The “Chery Family Care” service brand was developed in full harmony with the company’s environmentally friendly vision and deep-rooted brand values. This new service concept stands out as a joint commitment that Chery has implemented together with its global business partners. With this service, Chery aims to go beyond just selling vehicles and become a “friend” that supports the safety and lives of its users. With its overseas spare parts warehouse opened in Dubai in 2024, the company will significantly accelerate its parts supply processes in the Middle East and surrounding regions, providing more effective service to its more than 5 million users worldwide. The brand’s new service logo, with its shield-shaped design and sun and moon symbols, strongly reflects its mission to provide uninterrupted protection to its users in all weather conditions and to meet all their needs day and night.
Localization and Global Standards
Chery attaches great importance to the principle of localization, which forms the basis of its global strategy. In line with this, it is constantly striving to improve its sales and after-sales services. Through the comprehensive technical personnel training programs it has implemented in China, the company has brought more than 20 experts from more than 100 countries to the local markets. In this way, it is aimed to provide high-quality services tailored to local needs in each market. In addition, Chery's plans for 2025 include organizing international technical skills competitions. These competitions aim to further raise global service standards and share best practices. At the end of the launch event, Chery management extended a special invitation to important global representatives to sign the "Chery Family Care" service commitment. This step is considered an important indicator of Chery's determination to strengthen its global service ecosystem and establish a common quality standard.
The Concept of “Somewhere, For Somewhere”
Chery’s principle of “One place, for one place” forms the basis of the company’s strategy to increase its local service capacity in each market. The company continues to work continuously to best meet the specific needs and expectations of its users. Planning to act with the vision of being a “security guard” and “friend” in the future, Chery aims to continue to be a reliable and long-term partner in the global transportation sector. As a concrete step towards this vision, the “Chery Family Care” service brand clearly demonstrates the importance the company attaches to user satisfaction and its desire to establish a new quality standard in after-sales services. This strategic move seems to contribute significantly to Chery’s increasing its competitiveness in the global automotive market and strengthening brand loyalty.
