Chery South Africa

What Chery South Africa does

Chery South Africa is the South African distribution subsidiary of Chery Automobile Co., Ltd., a Chinese state-owned passenger vehicle manufacturer headquartered in Wuhu, Anhui Province. The local entity, registered as CHERY INTERNATIONAL (PTY) LTD in 2021, commenced commercial operations in November 2021 and is led by Executive Deputy General Manager Tony Liu from its headquarters in Bryanston, Sandton. It operates a franchise-based retail network of more than 74 authorized dealers supported by 372+ certified panel beaters and service points, an aftersales footprint built deliberately from a standing start.

The product portfolio is concentrated in SUVs sold under the Tiggo sub-brand — the Tiggo 4, Tiggo 7, Tiggo 8, and Tiggo 9 ranges — available in internal combustion, HEV, and PHEV powertrain variants. Recent launches include the Tiggo 7 CSH plug-in hybrid and Tiggo 4 Cross HEV in mid-2025, with the Tiggo 9 flagship carrying a five-star Euro NCAP safety rating. Vehicles are imported fully built and distributed wholesale through dealers, with on-road pricing spanning roughly R269,900 for entry-level trims to over R600,000 for premium variants.

Within its first 11 months of operation the subsidiary moved more than 10,000 units, securing a place in South Africa's Top 10 automotive brands by volume and reaching second-largest SUV-brand status by 2023. The business model is asset-light distribution: revenue is generated through dealer wholesale of imported vehicles, supported by parts, accessories, and aftersales service. Customer demand is anchored to mass-market individual and family SUV buyers seeking value-priced, feature-rich alternatives to established Japanese and Korean incumbents, supplemented by marketing investments in football sponsorships (Bafana Bafana, Mamelodi Sundowns) and the Lewandowski global ambassador partnership to accelerate brand recognition.

Name

Chery South Africa

Legal name

CHERY INTERNATIONAL (PTY) LTD

Website

https://chery.co.za

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Chery South Africa is the local distribution subsidiary of Chinese OEM Chery Group, importing and retailing Tiggo-branded SUVs (with select HEV and PHEV variants) through 74+ franchised dealers and 372+ certified service points across South Africa, serving mass-market SUV buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Sandton

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Vehicle Sales: Primary revenue stream from retail sales of Chery SUV vehicles including Tiggo 4, 7, 8, and 9 ranges across petrol, HEV, and PHEV variants. Sales conducted through dealer network with pricing starting from R269,900 for entry-level Tiggo 4 Pro.
2. After-sales Service and Maintenance: Service plans, maintenance repairs, and extended warranties through 372+ approved panel beaters and dealer service centres across South Africa. Includes Chery Care programme and warranty extender options.
3. Vehicle Finance Products: Financing options offered including payment holidays, competitive monthly repayments (from R5,557/month for Tiggo 7 Pro), and extended service plans bundled with finance packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Chery South Africa sells a full range of Tiggo-branded SUV vehicles, spanning entry-level (Tiggo 4 Pro), mid-size (Tiggo 7 Pro), large (Tiggo 8 Pro/Pro Max), and full-size flagship (Tiggo 9) models across petrol, hybrid (HEV), and plug-in hybrid (PHEV) powertrains, plus the Tiggo 4 Panel Van for commercial use. Distribution and sales are conducted through a network of 74+ franchised dealers across South Africa, supported by an in-house Chery SA App, vehicle financing packages, after-sales service plans, warranty extensions, roadside assistance, and a Trans-national Warranty Programme.

Product overview

Chery South Africa offers a comprehensive SUV vehicle portfolio under the Tiggo brand range, spanning from entry-level to full-size flagship models. The lineup includes conventional petrol vehicles (Tiggo 4 Pro, Tiggo 4 Panel Van, Tiggo 4 Cross, Tiggo 7 Pro, Tiggo 7, Tiggo 8 Pro Max, Tiggo 8 Pro, Tiggo 9), hybrid electric vehicles (Tiggo 4 Cross HEV), and plug-in hybrid electric vehicles (Tiggo 7 PHEV/CSH, Tiggo 8 PHEV, Tiggo 9 PHEV). Upcoming models include the Tiggo V and Chery Q compact city car. The company supplements its vehicle sales with a digital ecosystem including the Chery SA mobile app (available on Android, Huawei, and Apple platforms), after-sales support through Chery Care, extended warranty programs, and a nationwide network of 74+ dealers and 372 approved panel beaters across South Africa. The brand positioning emphasizes intelligent mobility, family-focused vehicles, and a 'Live for More' philosophy with a 'For Family' brand identity.

Differentiator

Problem solved

Functional benefit

Products and services

• Tiggo 4 Pro Entry-level SUV in the Chery Tiggo range, starting from R269,900. The best-selling model in South Africa, accounting for 1,871 units in April 2025 (76% of monthly sales).
• Tiggo 4 Panel Van Commercial panel van variant based on the Tiggo 4 platform, designed for business and fleet customers requiring cargo transport capability.
• Tiggo 4 Cross Cross-over variant of the Tiggo 4 with enhanced styling and design elements, positioned between the standard Tiggo 4 and higher-end models.
• Tiggo 4 Cross HEV Hybrid electric vehicle variant of the Tiggo 4 Cross offering improved fuel efficiency and electric-only driving capability for the South African market.
• Tiggo 7 Pro Mid-size SUV with advanced features and 5-star ANCAP safety rating. Popular model in South Africa and globally, with finance packages starting at R5,557 per month.
• Tiggo 7 Standard variant of the Tiggo 7 SUV offering family-focused mobility with comfortable interior and modern technology features.
• Tiggo 7 PHEV (CSH) Plug-in hybrid electric variant of the Tiggo 7 SUV combining petrol engine with electric motor for enhanced efficiency and reduced emissions, using CSH (Chery Super Hybrid) technology.
• Tiggo 7 Pro Max Premium AWD variant of the Tiggo 7 Pro featuring advanced all-wheel drive system with six intelligent driving modes for varied terrain conditions.
• Tiggo 8 Pro Large SUV variant with comprehensive features and premium interior appointments, with finance packages starting at R6,299 per month and extended 7-year service plan included.
• Tiggo 8 Pro Max Premium flagship SUV with advanced all-wheel drive system offering six intelligent driving modes (Eco, Normal, Sport, Snow, Muddy, Off-Road), upgraded styling and redesigned interior.
• Tiggo 8 PHEV Plug-in hybrid variant of the Tiggo 8 SUV offering electric driving capability alongside petrol engine for the South African NEV market.
• Tiggo 9 Full-size flagship SUV built to world highest safety standards, excelling in Euro NCAP crash safety evaluation with comprehensive safety features.
• Tiggo 9 PHEV Plug-in hybrid variant of the flagship Tiggo 9 SUV combining premium features with electric mobility for the South African market.
• Chery SA App Mobile application for Chery South Africa customers providing vehicle management, service booking, remote vehicle control, service reminders, and owner convenience features. Available on Android, Huawei AppGallery, and Apple App Store.
• Chery Care After-sales customer care programme offering warranty, maintenance, and support services for Chery vehicle owners in South Africa.
• Warranty Extender Extended warranty programme allowing customers to extend coverage beyond the standard warranty period for added peace of mind.
• Trans-national Warranty Programme International warranty coverage programme enabling Chery Family Care to travel with customers across borders.
• MyCheryCare Customer convenience programme providing roadside assistance and claims management for Chery South Africa owners (contact: 010 900 2147, [email protected]).

Quantifiable outcome

• 38.4% year-over-year global sales increase in 2024 with 2,603,916 vehicles sold
• +2 more outcomes

Named customers4 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

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Bafana Bafana/South African Football AssociationcoreGTM or Marketing Partner · 10 June 2026Chery South Africa pledged R500,000 Grassroots Football Fund to support community football clubs across South Africa as Bafana Bafana heads to the World Cup. The Chery Fund initiative demonstrates commitment to grassroots sports development.
• Robert LewandowskiflagshipGTM or Marketing Partner · 14 May 2026World-renowned football icon Robert Lewandowski became CHERY Brand Global Ambassador, reinforcing the global expression of the 'For Family' brand philosophy. Announced at European Operations Center in Barcelona.
• Mamelodi SundownscoreGTM or Marketing Partner · 16 May 2025Chery South Africa became Official Vehicle Partner of Mamelodi Sundowns FC, one of South Africa's most decorated and popular football clubs. The partnership provides visibility through stadium presence and team association while supporting the club's vehicle needs.
• AimogaminorStrategic or Co-development Partner · 28 April 2024Chery and Aimoga joined forces to create Mornine, a bipedal robot with Embodied AI technology. Represents Chery's expansion into smart robotics beyond automotive.
• UNICEFminorStrategic or Co-development Partner · 23 October 2023Chery signed contract with UNICEF to help fund quality education for the most vulnerable and marginalised children globally. Part of broader corporate social responsibility initiatives.
• IUCN (International Union for Conservation of Nature)minorStrategic or Co-development Partner · 23 October 2023Chery collaborates with IUCN to contribute to achieving carbon neutrality, nature positive outcomes, and global sustainable development goals. Environmental sustainability partnership.
• BRICS SummitflagshipGTM or Marketing Partner · 18 August 2023Chery served as Presidential Vehicle Partner for the 15th BRICS Summit in Johannesburg, providing vehicles for the international event and gaining significant visibility among African and global leaders.

Scale indicators15 records

Recent moves6 records

Expansion highlights4 records

Others

• Chery International (parent): Chery International, the export arm of Chery Group, supplies vehicles, technology, and brand direction to Chery South Africa. It is not a competitor but the key upstream partner and enabler of the South African subsidiary's product and technology roadmap.

Direct peers

• Suzuki Auto South Africa: Suzuki is one of the highest-volume passenger and small-SUV brands in South Africa with strong value positioning through models like the Jimny, Vitara, and Fronx. Chery competes directly with Suzuki in the entry-level SUV space for budget-conscious buyers.
• BAIC South Africa: BAIC is a Chinese state-owned automaker selling SUVs and pickup trucks in South Africa through authorized dealers. Like Chery, BAIC is positioning Chinese-engineered SUVs at competitive price points and competes for the same value-segment SUV buyer.
• Tata Motors South Africa: Tata Motors sells SUVs and pickup trucks in South Africa through a dealer network, competing primarily on value and durability in the entry and mid-size SUV segments. Tata is a direct competitor for the same fleet and family SUV buyers as Chery.
• MG Motor South Africa: MG Motor, owned by SAIC Motor of China, sells new SUVs and sedans in South Africa through a franchised dealer network targeting value-conscious buyers. The brand competes directly with Chery in the entry and mid-size SUV space with comparable pricing strategy and Chinese-supplier cost structure.
• Haval South Africa (GWM): Haval, part of Great Wall Motors, is another Chinese-owned SUV brand selling through a dealer network in South Africa at value price points. Chery and Haval compete head-to-head in the Tiggo-vs-H6/Jolion segments with similar value-for-money positioning and Chinese OEM sourcing economics.

Emerging players

• BYD South Africa: BYD, the Chinese NEV leader, has been expanding into South Africa with plug-in hybrid and battery-electric SUVs. While BYD's portfolio overlaps Chery's NEV ambitions (especially the Tiggo PHEVs), it is at an earlier stage in the South African market and is differentiated by its pure-play EV orientation.

Broad incumbents

• Hyundai Automotive South Africa: Hyundai is one of the top-selling SUV brands in South Africa with a broad lineup including Tucson, Creta, and Grand Creta. It competes with Chery in the mid-size SUV segment while bringing stronger brand equity and dealer maturity.
• Toyota South Africa: Toyota is the dominant SUV and overall vehicle brand in South Africa with the deepest dealer footprint and the strongest residual values. Chery competes against Toyota's Corolla Cross, RAV4, and Fortuner for the same family SUV buyer, but at meaningfully lower price points.
• Kia South Africa: Kia is a sister brand to Hyundai and a top-five passenger vehicle brand in South Africa with strong SUV offerings (Seltos, Sportage, Sorento). Kia competes with Chery for value-conscious family SUV buyers but with substantially stronger residual values and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sa_chery
• YouTubeyoutube.com/@cherysouthafrica6730
• Facebookfacebook.com/cherysouthafrica
• Instagraminstagram.com/cherysouthernafrica
• TikToktiktok.com/@chery_southafrica?lang=en
• LinkedInlinkedin.com/company/chery-south-africa

Compliance3 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 South Africa