Insights from Qin Chao, VP at Chery International, Middle East, Egypt and North Europe
Natasha Dury
During the Geneva International Motor Show recently, we had the pleasure to listen to Mr. Qin Chao, VPat Chery International. He has worked in Chery for more than 20 years, with rich experience in manufacturing, R&D, product , sales, business and management. Currently Mr. Qin is in charge of markets in the Middle East, Egypt and North Europe and is the managing director of Chery group’s premium brand – EXEED brand. We find out more about his vision for Chery International in the Middle East.
With over 20 years of experience at Chery, you had various roles across manufacturing, R&D, product, sales, and management. Can you share some key insights from your journey and how it has shaped your current role?
My journey at Chery has been incredibly enriching. I have had the privilege of working in different aspects of the automotive industry, from manufacturing where I learned about quality and efficiency, to R&D where I saw innovation in action. These experiences have given me a holistic understanding of the business, and they now serve as a solid foundation for my role in managing markets in the Middle East, Egypt, North Europe, and overseeing Chery’s premium brand, EXEED.
What are the strategic objectives and priorities for Chery in the Middle East, Egypt, and North Europe markets, and how does the EXEED brand fit into this strategy?
Our strategic objectives in these markets revolve around growth and brand recognition. We aim to expand our presence by offering vehicles that cater to the specific needs and preferences of customers in each region. The EXEED brand plays a pivotal role in this strategy as it represents our commitment to delivering premium, high-quality vehicles that meet the evolving demands of discerning customers.
Can you highlight some of the unique challenges and opportunities you’ve encountered while managing markets in the Middle East, Egypt, and North Europe?
Each of these markets presents its own set of challenges and opportunities. In the Middle East, for example, the climate and driving conditions require vehicles with specific features and durability. In North Europe, there’s a growing demand for environmentally-friendly options. In Egypt, affordability is a key consideration. Understanding and adapting to these unique factors is essential for our success.
Could you share some insights into Chery’s approach to innovation and product development, especially within the context of your role overseeing the EXEED brand?
Innovation is at the core of our product development strategy. We invest heavily in research and development to ensure our vehicles incorporate the latest technologies and meet the highest quality standards. With the EXEED brand, we focus on pushing the boundaries of what’s possible in terms of design, performance, and advanced features to deliver a truly premium driving experience.
How does Chery plan to address the growing demand for electric and hybrid vehicles in these markets, and what role does sustainability play in your strategy?
Sustainability is a top priority for Chery. We recognize the increasing interest in electric and hybrid vehicles, and we are committed to offering a range of eco-friendly options that align with the preferences and regulations in each market. Our goal is to contribute to a greener future by providing innovative, energy-efficient mobility solutions.
Finally, any message you like to convey to Chery’s customers and partners in the Middle East, Egypt, North Europe, and those interested in the EXEED brand?
Chery is dedicated to delivering exceptional products and services that exceed expectations. We are committed to working closely with our partners to ensure mutual success and to continue growing together in these diverse and dynamic markets and we thank you them for being part of our journey.
