From the uneven streets of Mexico’s historic city centers and waterlogged roads during Southeast Asia’s rainy season to high-temperature desert highways in Saudi Arabia and across the Middle East, and cross-border motorway journeys across Europe, driving conditions vary widely from market to market. Yet families everywhere share the same expectations of safe, reliable and worry-free mobility. As a core brand of Chery Group with deep roots in global markets, including Saudi Arabia, CHERY Brand is guided by its core value proposition, For Family, and follows the globalization philosophy In Somewhere, For Somewhere, Be Somewhere. Through locally responsive R&D, testing and manufacturing, it works to provide 4.5 million users across more than 120 countries and regions with mobility experiences of consistently high quality.
*Rooted in Local Markets: From Product Exports to Local Manufacturing*
Whenever CHERY Brand enters a new market, it seeks to become part of the local economy and community rather than simply export products. In Europe, the brand has entered a number of EU countries and regions, establishing local subsidiaries and operations centers to respond more closely to needs ranging from everyday family errands to cross-border road trips. In Africa, this localization extends across the production chain. In July 2026, CHERY Brand opened the Rosslyn plant in Pretoria, South Africa. Originally built in 1963, the facility was acquired and upgraded to serve as a regional operations centre for Southern Africa, coordinating manufacturing, supply chains, skills training and export operations. This marked CHERY Brand’s transition in South Africa from importer to local manufacturer.
In Saudi Arabia, the brand is taking a similar family-first approach: operating through its own national sales company office, it brings decisions on product, service and customer experience closer to Saudi families, whose needs range from daily school runs in Riyadh and Jeddah to long family drives between cities. In Saudi Arabia, the brand is taking a similar family-first approach: operating through its own national sales company office, it brings decisions on product, service and customer experience closer to Saudi families, whose needs range from daily school runs in Riyadh and Jeddah to long family drives between cities.
*Engineered for Diverse Environments, CSH Supports Every Family Journey*
Adapting products to complex conditions around the world is fundamental to consistent global quality. The CSH (Chery Super Hybrid) system has been engineered for a wide range of driving environments. Together, these components form a complete hybrid architecture supported by integrated energy management. In city traffic, the vehicle can travel quietly in pure-electric mode; on a fully laden weekend climb, it can automatically switch to parallel hybrid operation, maintaining confident performance with five occupants and a full load of luggage.
In parts of Southeast Asia and the Middle East, including Saudi Arabia, where charging infrastructure is still developing, the engine and hybrid system allow the vehicle to continue travelling even when external charging is unavailable, making energy replenishment more convenient on longer journeys. Depending on market and vehicle configuration, charging options include home charging, portable charging and DC fast charging, with a 30% to 80% charge taking approximately 18 to 20 minutes under applicable charging conditions. The IP68-rated battery pack is designed to operate reliably across a temperature range of -35 degrees Celsius to 60 degrees Celsius, while an ultra-high-strength steel underbody shield helps protect it from rough-road impacts and lose stones.
*Safety. For Family: One Global Standard for Comprehensive Safety*
The confidence behind consistent quality comes from rigorous safety standards applied worldwide. Guided by Safety. For Family, CHERY Brand applies a comprehensive safety system designed to provide protection throughout every journey. Multiple CHERY models have earned five-star ratings under leading safety assessment programs including ASEAN NCAP, ANCAP and Euro NCAP. In December 2025, TIGGO7 PHEV achieved a five-star ASEAN NCAP rating with a score of 94.68, setting a new record for the program’s highest score. The validation program spans 83 test conditions and more than 200 tests, following a four-stage closed-loop process from CAE simulation and subsystem testing to system and complete-vehicle testing. Every day and extreme family-use scenarios, including rear impacts, offset collisions and fully laden rollover tests, are all included.
*Testing in Extreme Environments, Bringing Validation Closer to Users*
Beyond crash-test results, CHERY Brand also subjects complete vehicles to extreme-conditioning testing in markets around the world. In Malaysia, a CSH battery underwent 80 seconds of heat exposure at 1,000 degrees Celsius without thermal runaway. In Indonesia, a battery remained stable after 53 hours of seawater immersion. In the Middle East, a complete vehicle passed high-temperature desert exposure testing, with its cabin systems continuing to operate normally in extreme heat, the kind of summer conditions Saudi families know well. In Mexico, the chassis completed scrape-resistance testing to demonstrate its ability to cope with damaged road surfaces. A Romanian automotive influencer also drove TIGGO9 CSH on an intercontinental journey of more than 12,000 Km across Asia and Europe. Despite complex roads, significant temperature changes and strong crosswinds, the vehicle’s systems remained stable throughout.
From regional operations centers in Europe to a local manufacturing base in South Africa, and from five-star ratings under global NCAP programs to extreme tests across continents, CHERY Brand is building a locally grounded, end-to-end system that gives families worldwide the same standards of quietness, reliability and reassurance. From 19 to 24 October 2026, CHERY Brand will host Chery International User Summit 2026 at its headquarters in China under the theme “Together. For Family”. The program will include multi-model test drives, a CHERY SIVP intelligent parking experience, a public full-vehicle crash test and CHERY Brand Night, while the all-new battery-electric CHERY Q will make its global debut. Looking ahead, CHERY Brand will continue to deepen its presence in markets worldwide, from Saudi Arabia to South Africa, from Saudi Arabia to South Africa, using dependable quality to help bring peace of mind and enjoyment to every family journey.
*Note:*
All product-related data in this article is based on dedicated tests conducted by CHERY Brand. Actual performance may vary depending on the market, road conditions, weather, driving style, vehicle configuration and operating environment. Please refer to actual vehicle performance.
