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Chery’s brand culture

Chinese explanation

Qi means "especially"; Rui means "auspiciousness and good fortune". Together they mean "especially good fortune and good fortune".

English definition

CHERY is the English word CHEERY (Chinese meaning "cheering, cheerfully") minus an "E", expressing the enterprise's efforts to pursue and never The idea of ??being content with the status quo.

Logo explanation

The whole logo is an artistic deformation of the English letters CAC; CAC is the abbreviation of English Chery Automobile Corporation, and the Chinese meaning is Chery Automobile Co., Ltd.; the middle A of the logo It is a variant of the word "人", which indicates the company's people-oriented business philosophy; the C characters on both sides of the logo circle upwards, like two human arms, symbolizing a kind of unity and strength, and form an earth-shaped oval; in the middle The A extends upward at the break above the oval, implying Chery's endless development, unlimited potential and unlimited pursuit. The entire logo is a cross-deformation design of the two letters W and H, which are the initial consonants of the Chinese pinyin of the word "Wuhu", indicating that the company's manufacturing location is in Wuhu City. The local government of Wuhu has long wanted to engage in automobile projects.

During the economic overheating period of 1992-1993, a village-run factory in Wuhu produced hundreds of vehicles a year, with an output value of more than 100 million. This phenomenon attracted the attention of local government leaders who were suffering from economic backwardness, so they came up with the idea of ????working on automobiles. The original plan was to cooperate with FAW, but I found that the other party did not take me seriously, and finally decided to do it myself. Looking back at history, the biggest driving force for the Wuhu Automobile Project to evolve into an independent development enterprise came from ignorance (simplifying the difficulties of building a car), but the ignorant are fearless. Today's Chery leaders are no longer ignorant, but their fearless spirit has penetrated into the company's organizational DNA and continues to be carried forward.

New LOGO

Chery’s new LOGO has not been completely redesigned, but has been improved on the existing LOGO. This is also to allow domestic consumers to re-recognize the Chery brand. And make the effort. Chery's new LOGO takes a circular oval as its theme and consists of three letters "C", "A" and "C", which is the abbreviation of Chery Automobile Company. There is a diamond-shaped three-dimensional triangle in the middle, and the main color silver represents texture, technology and the future. The diamond-shaped composition in the middle represents Chery Automobile's stringent quality requirements, and the company's goal of creating diamond-like quality. The vigorous and upward chevron support represents the upward energy of Chery Automobile's persistence in innovation, positivity and optimism, and willingness to share, supporting the continuous advancement of Chery Automobile with quality, technology and internationalization. At the same time, the chevron represents the letter A, which symbolizes Chery Automobile. Determination and passion for excellence and leadership. Chery Automobile is a Chinese automobile brand that is dedicated to technology, lean in quality, rational and trustworthy, and is built for the backbone people in all fields of society who are pragmatic and enterprising, understand the joy of life and are willing to share.

Chinese society is undergoing rapid development and great changes. Amidst all the changes, there is a group of people: they are not moved by appearances and can see the essence of things; they are dedicated to their jobs and enjoy the fun at the same time. They use their wisdom and perseverance to gain social recognition and take it as the joy of life; they are an enterprising class who dare to dream, dare to venture, are full of longing for the future and implement it.

Because of trust,

Chery always aims to build a good car for the Chinese people and is determined to make progress;

Because of trust,

Chery adheres to its belief in technology to achieve quality improvement and continuous transcendence time and time again;

Because of trust,

Over the past seventeen years, Chery has continued to make progress from quantitative changes to qualitative changes, from sensibility to rationality. Persist and keep exploring.

From the world-class Chery technology dream team,

to the iAUTO balanced intelligent manufacturing technology platform,

to China’s top four engineering laboratories,

All the persistence in technology is just to live up to your choice and keep your trust!