Chery has announced a management reshuffle that brings its main brand into a unified global market system and accelerates the premium push of its Jetour brand, according to Chinese auto media outlet PCauto. The move, announced on October 7, is the latest step in the automaker's Globalization 3.0 strategy, which aims to integrate domestic and international operations into a single coordinated framework.
Under the new structure, Chery's executive vice president Zhang Guibing will directly oversee the main brand's domestic business group, while also taking charge of global design, human resources, legal affairs, spare parts ecosystem, and the robotics subsidiary Anhui Mojia Zhichuang. He will also serve as general manager of the international business group and head of the marketing committee. This consolidation is intended to align domestic and international strategies, enabling Chery to respond more effectively to global market demands.
In parallel, executive vice president Li Xueyong will lead the Jetour brand division, focusing on its premium development and building it into a globally competitive off-road brand. Li, who previously guided Jetour's successful 'Travel+' positioning, will also oversee corporate public relations and serve as deputy head of the marketing committee, supporting the Globalization 3.0 strategy with his marketing expertise.
Strategic rationale
The restructuring follows an earlier adjustment on September 23 that clarified group-level coordination. The latest move defines two clear priorities: integrating the main brand into the global market system to strengthen domestic-international synergy, and elevating Jetour to capture the growing global demand for rugged, boxy off-road vehicles—a segment that has become a hotspot worldwide.
Chery's Globalization 3.0 is not merely about exporting more cars but about embedding its entire operational system into overseas markets. By placing the main brand under a unified global framework, Chery aims to streamline decision-making and resource allocation across markets, according to PCauto's analysis.
Sales momentum
The announcement comes as Chery reports strong sales for the first three quarters of 2024. The group delivered 2,206,789 vehicles, a year-on-year increase of 9.9%, setting a record for the period. Exports reached 1,551,178 units, up 65.6% year-on-year, surpassing the total for all of last year and setting a new record for Chinese auto exports. New energy vehicle sales, including BEVs (battery-electric vehicles), PHEVs (plug-in hybrids), and EREVs (range-extenders), totaled 858,524 units, a 46.1% increase, placing Chery among the top three in wholesale volume in the industry.
As the fourth quarter begins, Chery is moving quickly to translate its Globalization 3.0 strategy from a blueprint into an organizational reality, positioning itself for continued growth in global markets.
