Chery has announced a management reshuffle that folds its main brand into its global market system and sharpens the upmarket focus of its Jetour off-road brand, according to Sina Auto. The move is the latest step in the automaker's "Global 3.0" strategy, which aims to integrate domestic and international operations into a single coordinated structure.
Under the new arrangement, executive vice president Zhang Guibing will directly oversee Chery's domestic business group, while also taking charge of the global design centre, global human resources centre, global legal centre, global spare-parts ecosystem division and Anhui Mojia Zhichuang Robotics Technology Co. He will additionally serve as general manager of the international business group and head of the market and marketing management committee.
The announcement also promotes executive vice president Li Xueyong to lead the Jetour brand division, with a mandate to push the brand further upmarket and build it into a globally competitive off-road label. Li will also oversee corporate public relations and serve as deputy executive director of the market and marketing management committee, supporting the domestic marketing side of the Global 3.0 strategy.
The reshuffle follows a September 23 adjustment of roles for Zhang Guozhong and Zhang Guibing, and clarifies two strategic priorities: integrating the main Chery brand into the global system to unify domestic and international operations, and scaling up Jetour as a distinctive premium off-road brand.
Why the off-road focus
Hard-core off-road vehicles and boxy "square-box" SUVs are a global hotspot, and Jetour has grown from a blank slate into a market surprise under Li's leadership, positioning itself around a "travel plus" theme. The new division of labour is designed to capitalise on that momentum and claim mindshare in the global off-road segment, while Li's experience in domestic marketing and brand building will support the broader international push.
Chery frames Global 3.0 not simply as exporting more cars, but as embedding a full system of marketing, human resources, ecosystem services and legal frameworks into overseas markets. The latest organisational moves are meant to pull those functions together, coordinating both markets and resources more efficiently.
In the first three quarters of this year, Chery Group sold 2,206,789 vehicles, up 9.9 percent year on year, a record for the period. Exports reached 1,551,178 units, up 65.6 percent and already surpassing last year's full-year total. New-energy vehicle sales came to 858,524 units, up 46.1 percent, keeping the group among the top three by wholesale volume in China.
With the fourth quarter underway and annual targets in sight, Chery is moving quickly to convert its Global 3.0 blueprint into an operational structure. The reorganisation suggests the company is betting on a systematic, one-piece approach to overseas growth rather than isolated initiatives.
