As a newcomer, Chery has big ambitions to be successful in Indonesia. This Chinese brand doesn't want to just hitch a ride, as has happened before. This time under the auspices of PT Chery Sales Indonesia (CSI), they and the dealers have the ambition to be able to sell 1,000 units of cars of all models every month.
As a new brand, many still doubt the quality of Chery's products. This reflects on Chery's trip to Indonesia several years ago which failed. CSI is trying to convince car dealer entrepreneurs about product quality, which is now better.
"At the beginning there were no dealers, Chery tried to recruit dealers who previously had other brand showrooms. We promise that this time Chery will have a different product from the previous one, which is an extraordinary challenge," explained Fardiansyah, PT CSI's Dealer Network Development.
This was also agreed by Amelia Tjandra as the owner of the Chery dealer PT Cherindo Lamda Sejahtera in Cibubur. This woman, who was a former high-ranking officer at a Japanese brand, is confident that the quality of Chery's products is now better.
"Chery, which now has a 10-year or 1 million-kilometer warranty, is better than its competitors. We'll look at the design, 50% of the designers are outside China in their RND. That makes Chery not a fake product like before," Amelia explained when met at shanghai.
In developing its business network, Chery strives to make its product quality better than other brands. In line with product quality, Chery continues to build a dealer network as well as branding to the public so that they are increasingly recognized.
Another effort from Chery's commitment to seriously work on the Indonesian market is to build a factory in the next few years. This step is similar to how the Japanese auto giant started to open factories outside their country after achieving massive production volumes.
Manufacturing development is a commitment from Chery. Last year's global export Chery 750 thousand units from China and became the biggest export brand. This year it is estimated that there will be more than one million and Chery will follow the same strategy as the Japanese brand, namely building a factory if there are more than 1 million units," said Fardiansyah.
