car manufacturer Chery is set for another foray into the US market. The move comes nearly two decades after
businessman, Malcolm Bricklin, attempted to introduce the Chinese automobile
company to American consumers.
The car making its debut in the States is a compact Sports Utility Vehicle (SUV) called the Vantas. The Vantas is a re-skin of Chery Exeed TX which is Chery’s premium arm of the brand. The Exeed was originally showcased at the 2017 Frankfurt Motor Show. The Vantas will fulfil a similar role in the US.
The platform Chery has built into the Exeed TX and the Vantas allows for multiple powertrain options including hybrid, plug-in hybrid, and battery-electric. The brand will look to compete with comparable American SUV brands like Genesis and Polestar.
Chery will partner with Hale and Associates (HAAH), an American brand that has worked with Jaguar Land Rover. It is worth noting that Chery has a joint venture with Jaguar Land Rover and has plants in China.
HAAH will act as the importer of the car with the assembly based in California. HAAH has also partnered with another Chinese company, Zoyte, which will soon be imported to the States.
Sales in America will be conducted in an untraditional method. The Vantas will be sold on an online platform specifically designed for the automobile, rather than the more conventional dealership franchises typically used.
Introduced to South African shores in 2008, Chery has gained traction in the domestic market, specifically in the small and micro-car sectors. The addition of a premium SUV model to its catalogues will add a greater variety of options for prospective buyers.