Chery previews Omoda 5, Tiggo SUVs towards brand rejuvenation in Malaysia

Malaysia is a strategic market in Chery’s plans for further globalisation 

by HAZATUL SYIMA HARON / pic source

CHERY Automobile Co Ltd has taken a major step towards rejuvenating its brand in Malaysia. 

The Chinese state-owned automobile manufacturer held a physical preview of no less than five of its current models on Oct 25-26. 

According to Chery Malaysia country director Leo Chen, the event was significant for several reasons. 

“Firstly, it is the first physical engagement for Chery in Malaysia under a new team. Secondly, it marks the first official appearance of our current-generation models in Malaysia and thirdly, it is the first appearance of the Tiggo 8 Pro PHEV (plug-in hybrid electric vehicle) in South-East Asia.” 

Also on show were the Omoda 5, Tiggo 4 Pro, Tiggo 7 Pro and regular Tiggo 8 Pro. The line-up was meant to convey a strong and unified expression of advanced technol- og y, trendy design and premium features which embody the Chery brand of today and the future. 

More than 100 attendees became the first Malaysians to experience Chery’s latest models first-hand, statically and even dynamically for some models. 

The flagship Tiggo 8 Pro also comes in a hybrid form

The Tiggo Series 

The flagship of the acclaimed Tiggo Pro series, the Tiggo 8 Pro, targets upwardly-mobile entrepreneurs and professionals through the combination of technology, premium touches and seven-seat versatility. 

The largest and most luxurious SUV previewed also comes in a hybrid form, the Tiggo 8 Pro PHEV, which incorporates some of Chery’s newest technologies in new-energy vehicles. Its petrol engine works together with a Dedicated Hybrid Transmission (DHT) that features dual electric motors — resulting in nine operating modes including series and parallel working — making it the first of its kind among Chinese brands. 

The nine modes are single motor pure electric, dual motor pure electric, series and extended range mode, direct engine drive mode, parallel drive mode, parking and charge mode, driving and charge mode, single motor brake energy regeneration and dual motor brake energy regeneration. 

The Tiggo 8 Pro showcases “Movement Design”, Chery’s next-generation design language. Its galaxy-inspired three-dimensional grille is flanked by stand- ard-across-the-range automatic matrix-LED headlamps with dual daytime running lamps for a strong visual signature. 

Powering the model is a 1.6-litre turbo direct-injected engine, lauded in the China Heart engine competition for its high efficiency. The engine produces 197 PS at 5,500 rpm and 290 Nm of torque between 2,000 and 4,400 rpm. 

The Tiggo 8 Pro comes with a seven-speed dual-clutch transmission with Standard, Eco and Sport driving modes, as well as Eco and Sport steering modes. 

The more compact five-seat sibling, the Tiggo 7 Pro, balances between urban style and premium features, including three high-definition screens packed with the latest technology, while the Tiggo 4 Pro targets the young go-getter with its combination of technology and comfort.

The Omoda 5 

Meanwhile, Chery also previewed the Omoda 5, the first model under its new Omoda product series, targeted towards the global market. 

With its core focus on youth and global development, the Omoda 5 attracts attention due to its futuristic “Art in Motion” design language, which plays with light and shadow to endow the vehicle with both static and dynamic balance. Also eye-catching is its borderless diamond-cut geometric matrix grille, which extends from the middle to both sides. 

The Omoda 5 also incorporates intelligent technology including Cher y’s latest iteration of Advanced Driver Assistance Systems (ADAS), wide seamless dual screens and the latest-generation “Lion 5.0 AI technology smart cockpit” featuring AI emotion monitoring and adjustment. 

Chen said the preview event will strengthen the market research the company has done so far by allowing it to gather extensive feedback via survey, this time alongside the real vehicles. 

“This feedback will greatly help us fine-tune our product and brand strategy to best serve the Malaysian market, as well as assess the suitability of each of these models for the market.” 

He said as one of Asean’s largest economies and with a developed automotive market, Malaysia is a very strategic market in Chery’s plans for further globalisation. 

“As China’s top passenger car exporter for 19 consecutive years, with a presence in over 80 countries and regions, and the trust of over 10 million users worldwide, we believe we will be able to draw on our expertise to contribute to the Malaysian automotive industry and further spur its growth.”  

  • This article first appeared in The Malaysian Reserve weekly print edition