Chery reaped what they sowed in transformation. The automaker axing half of its product portfolio including more than 100 research programs, it’s first eleven months sales (export included) in 2015 slightly increased from the previous year to 441,300 units, in the light of which the company would only reached 24% of its sales goal for the “12th five-year” period from 2011 to 2015. Yet, its product quality and brand premium progressed.

 

In April 2013, Yin Tongyue, Chairman of the enterprise, announced that around eleven models of its overall twenty models would be weeded out to transform the company into “one Chery”, which excluded the company in the top ten automakers for sales in 2015.

 

But it was the first Chinese automaker who had produced 5 million vehicles by December 18, 2015. Besides, Chery E3 was appraised by J.D.Power as the best compact car of quality, and Tiggo 3 the third best of quality among compact SUV in the auto industry and the best among domestic products. It was estimated that the sales volume in 2015 would exceed 100 billion RMB, with profits topping 20 billion RMB.