Chery Colombia - Grupo Vardí

What Chery Colombia - Grupo Vardí does

Chery Colombia - Grupo Vardí is the Colombian distribution and retail arm of Chinese automaker Chery Automobile Co., Ltd., operating through the legal entity AUTOVARDÍ S.A.S. headquartered in Bogotá. The company markets and distributes a portfolio of electrified SUVs in Colombia, spanning 100% battery-electric vehicles (iCAR 03, E5, EQ7), plug-in hybrids (Tiggo 7 CSH, Tiggo 8 CSH, Tiggo 9 CSH), full hybrids (Tiggo 4 CSH), and mild hybrids (Tiggo 7 PRO MHEV), priced from $79.99M to $210.99M COP. Vehicles are sold through a network of 22 authorized dealerships and 17 service workshops across 18+ Colombian cities, supported by an online reservation platform, a Santander Financing partnership offering 0% introductory rate plans, and an 8-year/200,000 km factory warranty.

Underlying technology is sourced from the global Chery platform, including the proprietary Chery Super Hybrid (CSH) plug-in system delivering up to 1,400 km combined range, the Chery Lion intelligent connectivity suite, ACTECO engine technology, LFP battery systems from CATL, and 19-21 ADAS features depending on trim. Strategic component partnerships include NVIDIA for AI computing, Horizon Robotics for autonomous-driving silicon, Huawei for connected services, and Valeo for 48V MHEV batteries. The business model combines one-time vehicle sales, recurring after-sales service and genuine-parts revenue, accessories sales, and managed financing commissions, with celebrity ambassadors Daniel Muñoz (Colombia) and Robert Lewandowski (global) supporting brand-building efforts.

Name

Chery Colombia - Grupo Vardí

Legal name

AUTOVARDÍ S.A.S.

Website

https://chery.com.co

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Chery Colombia - Grupo Vardí distributes and retails Chery-branded electrified SUVs (BEV, PHEV, HEV, MHEV) in Colombia through 22 dealerships and 17 service workshops across 18+ cities, serving individual consumers and fleet buyers with financing via Santander.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices20 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Vehicle Sales (New Vehicles): One-time retail sales of SUVs including fully electric vehicles (iCAR 03, E5, EQ7), plug-in hybrids (Tiggo 7 CSH, Tiggo 8 CSH, Tiggo 9 CSH), full hybrids (Tiggo 4 CSH), and mild hybrids (Tiggo 7 PRO MHEV). Sales conducted through dealer network and online reservation system.
2. After-sales Service and Maintenance: Authorized service centers providing preventive maintenance, specialized maintenance, body and paint repairs, and express services using genuine Chery parts. Revenue from service labor, parts, and maintenance plans.
3. Accessories Sales: Sale of genuine Chery accessories including Off-Road Packs, floor mats, side steps, alarm systems, tires, and charging equipment through dealer network.
4. Vehicle Financing: Financing arrangements through Santander Financing S.A.S. offering plans including Tasa from 0% (first 6 months), 0.72% (first 12 months) up to 72 months, and residual plans at 72/84 months. Financing covers up to 70% or up to 100% of vehicle value.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Chery Colombia - Grupo Vardí imports and retails Chery-branded SUVs in Colombia through 22 authorized dealerships and 17 service workshops. The portfolio spans 100% electric models (iCAR 03, E5, EQ7), plug-in hybrids (Tiggo 7/8/9 CSH), full hybrids (Tiggo 4 CSH), and mild hybrids (Tiggo 7 PRO MHEV). Sales are supported by online reservations, test drives, Santander financing, and after-sales service with genuine parts.

Product overview

Chery Colombia - Grupo Vardí offers a diversified portfolio of electric and hybrid SUVs distributed through AUTOVARDÍ S.A.S. The product lineup consists of 100% electric vehicles (iCAR 03 with 421 km range, E5 with 422 km range, and EQ7 with 512 km range), mild hybrid vehicles (Tiggo 7 PRO MHEV with 48V system), full hybrid vehicles (Tiggo 4 CSH achieving 80 km/gallon), and plug-in hybrid vehicles (Tiggo 7 CSH, Tiggo 8 CSH, and Tiggo 9 CSH with Chery Super Hybrid technology offering up to 1,400 km total range). The portfolio is supported by 22 dealerships and 17 service centers across Colombia, online reservation and financing services through Santander, and post-sale services including maintenance, repairs, and genuine parts. All vehicles are backed by an 8-year or 200,000 km factory warranty.

Differentiator

Problem solved

Functional benefit

Brands

• iCAR: Electric vehicle sub-brand of Chery, featuring the iCAR 03 100% electric SUV.
• Tiggo
• E5
• EQ7

Products and services

• Chery iCAR 03 100% electric SUV with 421 km NEDC range, 385 Nm torque, and intelligent all-wheel drive (iWD). Features 14 ADAS Level 2+, 5-star C-NCAP safety rating, and off-road capabilities with up to 9 driving modes. CATL LFP battery. Available in 4x2 (from $119,990,000 COP) and 4WD (iWD, from $139,990,000 COP) configurations.
• Chery E5 Entry-level 100% electric SUV with 422 km NEDC range, 208 HP, and 288 Nm torque. Two versions available: Comfort and Luxury with 15.6-inch touchscreen, 19 ADAS features, and 5-star ANCAP/ENCAP safety rating. Backed by 8-year or 200,000 km warranty.
• Chery Tiggo 4 CSH Full hybrid SUV with Chery Super Hybrid (CSH) technology, achieving up to 80 km/gallon fuel efficiency and 1,000 km total range per CESVI Colombia testing. 201 HP, 310 Nm torque, 5-star ANCAP safety rating. Comfort trim from $79,990,000 COP; Luxury trim at $89,990,000 COP.
• Chery Tiggo 7 PRO MHEV Mild hybrid SUV with 48V micro-hybrid system, 1.5L ACTECO turbo engine, 145 HP combined power, and 210 Nm torque. Features dual 24.6-inch FHD screens, Sony audio system, and 5-star ANCAP safety. From $109,990,000 COP.
• Chery Tiggo 7 CSH Plug-in hybrid SUV with Chery Super Hybrid technology, 275 HP combined power, 365 Nm torque, and up to 100 km EV range. 5-star Euro NCAP safety, 19 ADAS features, 7 airbags, panoramic sunroof. From $129,990,000 COP.
• Chery Tiggo 8 CSH 7-passenger plug-in hybrid SUV with CSH technology, 275 HP combined power, and 365 Nm torque. Features 15.6-inch display, 12-speaker Sony audio, 14 ADAS, Alcantara seats with ventilation and heating, 5-star Euro NCAP safety. From $145,990,000 COP.
• Chery Tiggo 9 CSH Premium 7-passenger 4WD plug-in hybrid SUV with CSH technology, 422 HP combined power, 580 Nm torque, and up to 1,400 km combined range. Features 21 ADAS, 10 airbags, autonomous parking (APA), 34.46 kWh battery with 140 km EV range, 5-star Euro NCAP safety. From $210,990,000 COP.
• Chery EQ7 100% electric luxury SUV with Guinness World Record for integrated aluminum body and cage-ring structure. 512 km CLTC range, 211 HP, 285 Nm torque, LFP CATL battery. Four driving modes: Comfort, Sport, Eco, Single Pedal.
• Test Drive Program Complimentary test drive program available at 20+ dealership locations across Colombia. Customers can schedule drives through website, WhatsApp, or phone for any model in the portfolio including iCAR 03 (4WD and 2WD), Tiggo 4 CSH, Tiggo 7 CSH, Tiggo 7 PRO MHEV, Tiggo 8 CSH, Tiggo 9 CSH, and EQ7.
• Post-sale Service Network National network of 20+ dealerships and 17 authorized service centers offering certified technicians, genuine Chery parts, and advanced diagnostic equipment. Includes preventive maintenance, specialized maintenance, digital diagnostics, express service, and body/paint services.
• Service Appointment Scheduling Online service appointment booking system for maintenance, repairs, and diagnostics at authorized service centers nationwide. Includes service center selection, date/time scheduling, and vehicle information collection.
• Santander Financing Plans Vehicle financing offered through Santander Financing S.A.S. Plans include: Plan Tasa from 0% (first 6 months), Plan 0.72% (first 12 months, up to 72 months), and Residual Plan (72/84 months with final payment). Financing up to 70% of vehicle value (or up to 100% in residual plan).
• iCAR 03 Off-Road Pack Off-road accessory package for iCAR 03 including reinforced roof platform, foldable rear ladder, and storage trunk. Priced at $4,658,000 COP without installation. Sold through the Chery accessories catalog.

Quantifiable outcome

• Up to 1,400 km combined range on Tiggo 9 CSH, reducing fuel stops and operating costs
• +6 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability12 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• NVIDIAcoreTechnology or Integration · 1 April 2026Chery and NVIDIA signed a strategic cooperation agreement in April 2026 at Beijing, focusing on AI and computing technologies for intelligent vehicles. This partnership advances Chery's autonomous driving and intelligent vehicle capabilities.
• Jaguar Land Rover MotorscoreStrategic or Co-development Partner · 1 January 2012In 2012, Chery and Jaguar Land Rover Motors jointly established Chery Jaguar Land Rover Motors Co., Ltd., the first Sino-British high-end automobile joint venture in China. This partnership allows Chery to access premium automotive manufacturing expertise and joint development capabilities.
• Horizon RoboticscoreTechnology or IntegrationChery cooperates with Horizon Robotics for autonomous driving and AI chip technologies. Horizon Robotics provides edge AI computing solutions for Chery's intelligent vehicle systems.
• HuaweicoreTechnology or IntegrationChery collaborates with Huawei on intelligent vehicle technologies including connectivity, smart cockpit solutions, and digital services for Chery's vehicle lineup.
• CATL (Contemporary Amperex Technology)coreTechnology or IntegrationCATL supplies LFP (Lithium Iron Phosphate) batteries for Chery's electric and hybrid vehicles including iCAR 03 and EQ7. CATL is the world's leading battery manufacturer providing reliable and safe battery technology.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mazda Colombia: Mazda is a top-five SUV brand in Colombia with CX-5, CX-30, and CX-50 models targeting similar buyers to Chery's Tiggo lineup. Mazda competes at the value-to-mid SUV tier with strong brand recognition but limited electrified options.
• Toyota Colombia: Toyota is the dominant SUV brand in Colombia through an entrenched dealer and service network. Toyota competes broadly with Chery across RAV4 Hybrid, Corolla Cross, and other SUV nameplates with significantly stronger brand equity and resale values.
• Renault Colombia (Sofasa): Renault-Sofasa operates a local assembly plant in Colombia and is one of the top-selling brands across SUVs and passenger cars. Renault competes broadly with Chery with Duster, Koleos, and other SUV nameplates plus a localized supply chain.
• Kia Colombia: Kia distributes a broad SUV and passenger vehicle lineup in Colombia (Sportage, Seltos, Niro HEV/EV) through a mature dealer network. Kia competes with Chery across SUV segments with stronger brand trust and an established hybrid/PHEV offering.
• Hyundai Colombia: Hyundai is a major SUV/passenger brand in Colombia with Tucson, Creta, and Santa Fe models plus hybrid options. Hyundai competes broadly with Chery in the SUV market with a well-established dealer network and stronger brand recognition.

Emerging players

• Changan Colombia: Changan is a Chinese state-owned automaker expanding into Latin America including Colombia, primarily with SUVs and commercial vehicles. Like Chery, Changan is part of the broader wave of Chinese brands seeking to disrupt the Colombian SUV market.

Direct peers

• JAC Colombia: JAC is a Chinese automaker selling passenger SUVs, pickups, and light commercial vehicles in Colombia through independent dealers. JAC competes directly with Chery in the value/SUV segment with similar pricing and feature positioning.
• BYD Colombia: BYD is the leading Chinese EV brand with growing presence in Colombia, selling electric and PHEV vehicles through an expanding dealer network. Both Chery and BYD target tech-forward Colombian SUV buyers and compete head-to-head in the electrified SUV segment with overlapping price points.
• Geely Colombia: Geely distributes SUVs and sedans in Colombia leveraging its global portfolio (including platforms shared with Volvo). Like Chery, Geely is one of the Chinese OEMs building local dealer presence to capture Colombian SUV demand.
• MG Motor Colombia: MG Motor (SAIC Motor) distributes SUVs and sedans in Colombia with comparable Chinese-engineered product, value-tier positioning, and dealer-based GTM. MG competes directly with Chery for the same value-to-mid SUV buyers in Colombia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/chery-colombia-grupo-vard-

Compliance13 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chery Colombia - Grupo Vardí