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Tiggo Wins Bid for Egyptian Police Cars

Nov 29, 2011
On November 13, 2011, as donated police cars by the Ministry of Commerce (MOC) to Egypt, 400 Tiggo cars departed from Shanghai Port for Egypt. After entering official vehicle markets in countries like Serbia, Ukraine and Iraq, Chery’s products became overseas government official vehicles again.

According to the person in charge of the MOC, the program of “donating police cars to Egypt” is a major part of the African aid program of the Chinese government, and the MOC attached great importance to car selection. Through several rounds of comprehensive evaluation in such aspects as product quality, sales prices and customer services, Tiggo won the bid.

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Choosing Tiggo for the program was due to its outstanding quality, Chery’s good reputation and perfect customer service network in Egypt. Since being launched in Egypt in 2006, Chery cars have enjoyed great popularity among consumers by their superior quality, moderate prices, perfect services and healthy brand image, and set off a violent “wave of Chery” in Egypt. In 2007, Chery jumped to the fifth in the Egyptian passenger vehicle market with outstanding sales of 12,000 units. In 2010, Chery achieved record sales of 18,000 units, accounting for 7.4% of the Egyptian auto market and ascending to the fourth place. To date, Tiggo has established 50 sales outlets throughout Egypt.

The outstanding sales and brand reputation of Chery cars in Egypt are attributable to Chery’s advantages in appearance, trim, safety and performance, as well as Chery’s close attention to demands of local consumers. In the early days of development in Egypt, Chery input a lot of manpower and material resources to find out demands of local consumers, and duly conducted adaptive development of models launched in Egypt based on the characteristics of local roads and the drive habits of local drivers. For example, as most local roads are uneven, passengers are critical of shock absorbers. Aiming at the road conditions, Chery calibrated the shock absorbers of all Chery models to boost adaptability to the local market. It is great attention to Egyptian consumers that has earned Chery trust and support from a growing number of local consumers and soaring sales.

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Tiggo selected for the program is a key model of Chery. As “China’s only model exempt from export inspection”, Tiggo has passed over 50 European regulatory certifications such as EU WVTA (Whole Vehicle Type Approval). Whether in appearance, trim, control or safety, Tiggo has been geared to the world. Over the past six years since launch, Tiggo has been popular with consumers worldwide for constant product upgrading, outstanding product quality and rich humanistic equipment, and has reached out to over 60 countries and regions in the world, with total sales of over 500,000 units and over 100,000 overseas consumers. Tiggo is particularly prominent in Egypt. Since being launched in Egypt in 2008, Tiggo has promptly gained attention and recognition from the local middle class, and claimed the local SUV sales title in the year, accounting for 40% of the Egyptian SUV market. Henceforth, Tiggo has always been one of the most popular SUVs in Egypt.

Being acknowledged by the Egyptian government this time is inseparable from Chery’s strategy of “going out and taking roots”. Chery has established a manufacturing base in Egypt and accomplished a parts localization rate of 45%. This has not only brought technologies and management to Egypt, but also stimulated local employment and taxation. For these reasons, Chery has won strong support from the Egyptian government. That Tiggo’s became the police car for the Egyptian government this time fully shows the quality and brand image of Chery cars have not only gained extensive recognition from overseas consumers, but drawn strong support from governments of different countries. Tiggo’s successful bid for Egyptian police cars is important for Chery to enhance its overseas brand image and further developing its overseas markets, and suggests Chery will walk farther and farther in the process of globalization.

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