Chery Automobile Co., Ltd. is one of the leading automobile manufacturers in China. Founded in the year 1997 in the city of Wuhu in Anhui province, it produces a range of commercial and passenger vehicles, with Arrizo, QQ, and Tiggo being the famous models. The Chery logo and its evolution reflect the growth, design philosophy, and ambition of the company to become a global player in the automotive industry. This article explores the evolution of the Chery logo over the years.
The Genesis of the Chery Logo (1997) (Prelaunch)
The first logo of Chery was designed in 1997, during the pre-launch of the company. It comprised a graphical emblem featuring the letter “A” in black enclosed within a horizontal oval frame. The two legs of the letter “A” crossed the bottom portion of the oval frame.
(1997-2001)
The prelaunch logo was redefined a few months later by discarding the black and embracing a red-and-white colour palette. The oval frame was given a few cuts to add freshness and airiness to the emblem. Under the emblem was written the brand name in black uppercase and in a sans-serif typeface.
(2001-2013)
In 2001, the emblem constituting the letter A and the oval frame were designed in a silver palette. Also, the three-dimensional oval frame was open at the top in two places and at the bottom in one place. Besides, the stylised letter “A” did not have any horizontal bar. Beneath the emblem appeared the brand name in uppercase and a dark red colour palette, which was rendered in a sans-serif typeface.
(2013-2023)
The 2013 version featured an abstract interpretation of the letter “A” that formed part of the emblem. The legs of the letter “A” were fused to the three-dimensional and volumetric oval frame rendered in a gradient metal hue. Further, the earlier cuts to the oval frame were removed. The brand name below the emblem was written in crimson red and using a sans-serif typeface.
(2023-Present)
The 2023 logo iteration was more minimalist, with the emblem and the brand name crafted in black. Although all the elements of the previous iteration were retained, the bars of individual letters were cut diagonally, and the letter “R” showed a vertical cutout at the top.
The Elements of the Chery Logo
Font
The original logo featured a bold, italicised letter “A” enclosed within a circle. This design emphasises a sense of dynamism and forward movement and aligns with the youthful identity of the brand at the time. However, in the current logo, Chery employs a thin, elegant sans-serif font. This choice reflects sophistication and modernity and moves away from earlier designs that were more aggressive in style. The streamlined font enhances readability and gives the brand a contemporary feel.
Colour
The current logo maintains a strong black colour that symbolises passion and dynamism and aligns with contemporary design trends.
The History of Chery
Chery was established on January 8, 1997, by government officials from Wuhu City in Anhui Province, China. The company was created as a subsidiary of Anhui Chery Industrial Corporation, with Yin Tongyue appointed as the first technical director. Chery began vehicle production in 1999 using a licensed SEAT Toledo chassis to produce its first car, the Fengyun. This model sold nearly 30,000 units in its initial year and laid the groundwork for future growth.
By 2002, Chery’s production and sales exceeded 50,000 units, which earned it a spot among the top eight domestic passenger car manufacturers in China. In 2003, Chery received its national passenger car production licence, which allowed it to sell vehicles outside Anhui Province. This was a crucial step for the company’s expansion. Chery entered into partnerships with several international manufacturers. For instance, it collaborated with Fiat from 2003 to 2008 to produce small cars for the Chinese market.
In 2007, it signed an agreement with Chrysler to manufacture small cars under the Dodge brand. However, this partnership was short-lived due to quality concerns. During this period, Chery faced lawsuits from General Motors (GM) and Volkswagen over allegations of design copying. These legal challenges highlighted the tensions between domestic innovation and international intellectual property rights.
By the early 2010s, Chery had begun exporting vehicles to over 80 countries. Its first export occurred in 2001 when it sent cars to Syria. The company established a presence in markets such as Russia, Egypt, and South Africa. In response to growing demand for eco-friendly vehicles, Chery launched its electric vehicle division in 2010.
The introduction of models like the Chery eQ1 marked its commitment to sustainable transportation. In 2012, Chery partnered with Jaguar Land Rover to produce vehicles for the Chinese market. This collaboration helped enhance Chery’s reputation for quality and innovation.
Chery continues to invest heavily in research and development by establishing R&D centres globally. The company aims to integrate advanced technologies into its vehicles and has developed a comprehensive product lineup that includes SUVs, sedans, and electric vehicles. Chery is recognised as one of the largest exporters of passenger vehicles in China. It has sold over 1.6 million units internationally and is committed to increasing its market share in electric and hybrid vehicles.
Interesting Facts About Chery
- Chery was established by the Chinese government in Wuhu, Anhui Province, as a state-owned enterprise. It quickly became a significant player in the automotive market by producing passenger cars, minivans, and SUVs.
- Chery began vehicle production in 1999 and launched its first passenger car, the Chery Fengyun, in 2001. By 2023, it had produced nearly 2 million vehicles annually.
- Chery was among the first Chinese manufacturers to produce electric vehicles (EVs) by launching its first EV model in 2009. The Chery eQ1, introduced in 2016, became one of the best-selling electric cars in China.
- Chery aims for 20% of its sales to come from new energy vehicles by 2025, reflecting its commitment to sustainability and innovation.
- Chery exports vehicles to over 80 countries worldwide, making it one of the largest Chinese auto exporters. It has established production bases in Brazil and has re-entered markets like Australia and Turkey.
- The company has partnered with international brands like Jaguar Land Rover since 2012 to produce vehicles for the Chinese market.
- Chery invests heavily in R&D, with several centres globally. This commitment has allowed it to develop advanced technologies for its vehicles, including electric drivetrains and smart vehicle platforms.
- Recent models are equipped with cutting-edge technology such as facial recognition systems, Advanced Driver Assistance Systems (ADAS), and connectivity features powered by partnerships with tech companies like Huawei.
- Chery is committed to reducing its environmental impact through the development of fuel-efficient and low-emission vehicles. Its electric vehicle lineup includes models designed for sustainability without compromising performance.
- Chery’s vehicles have gained significant popularity in China due to their affordability, reliability, and modern features. The eQ1 model alone reached production milestones of over 200,000 units by mid-2021.
Finally
The Chery logo and its various iterations over the years are indicative of the company’s journey from a local manufacturer to an internationally recognised automotive brand. Each redesign reflects changes in design trends and Chery’s strategic shift towards innovation and quality in response to global market demands.