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Chery aims for industry-leading warranties



WARRANTY is one of the key battlegrounds that returning Chinese brand Chery is aiming to compete for supremacy.

The company is yet to announce any specifics around its new auto warranty plans, but is expected to aim for some of the longest warranty offers on the market to make its mark. in the mind of the customer buying a new car.

Chery Australia marketing director James Curtis told GoAuto that the company is fully aware of the current trend towards longer warranties and they intend to go beyond the current best offerings.

To achieve this, Chery will need to offer a better warranty of 7 years and unlimited kilometers, which is currently touted by fellow Chinese brands GWM Haval and Czech MG and Skoda, not to mention The Korean manufacturer SsangYong and the brand started the Kia trend.

There’s also Mitsubishi Motors Australia, which offers a controversial 10-year (200,000 km) warranty that depends on owners having their vehicles serviced by the brand’s own workshops for a limited amount of time. Service prices are limited according to regulations. If owners don’t follow those rules, they’ll only get a 5 year/100,000km warranty.

Could that mean an eight-year/unlimited-kilometer plan for the Chery? Mr Curtis would not confirm the brand’s intentions, but has stated that he wants the Chery to be considered for more than just the warranty.

From quality, features, finish, warranty, after-sales (opinion) – we will become as good as the long-standing players in the market,” declared Mr. Curtis.

“We will not be worse than the market. Without a doubt, warranties are really important in the minds of consumers, so warranties for us will be competitive, if not better. We’re aiming to be the best in the market – that’s where we’re comparing.

“It has to be at least seven (five) – you look at the competitors, it has to be at least seven years,” he said.

“We always watch the market – if it changes tomorrow, we change the numbers. It just depends on what it is. For us, the warranty is the standard by which we measure the quality of our vehicles. It’s not an insurance policy,” he said.

Admittedly, the warranty package offered is a great marketing tool for a brand to help entice buyers, but Mr. Curtis emphasized that the brand will not disappoint customers despite its ability to offer The promise of title on paper can be a game changer.

“We are very mindful that our warranties should be a benchmark for vehicle quality and that our vehicles are reliable and can last for a long time. With the seven (five) plus, we’re really confident we’re in the ballpark,” he said.

Mr. Curtis, who has worked in logistics in previous roles – also wanted to make it clear that the brand will have affordable and manageable buyer service plans.

“Maintenance is a really important part of car ownership, and maintenance is also a really important part of a retailer’s atmosphere. It’s a customer touchpoint – so we have to make sure we have the right service intervals, we have to make sure we have enough parts in stock to be able to service there. ,” he said.

Chery has yet to announce its Australian dealer network plans, but it is understood the company is expecting a strong retail footprint on the east coast.

The Chery brand will launch in February with the Omoda 5 compact SUV, which has been awarded a 5-star Euro NCAP safety rating in 2022 testing.

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