Chery's Globalization Strategy 3.0 takes a substantial leap forward in its structural evolution.

On October 7, Chery Automobile unveiled plans to fully implement its 3.0 strategy and bolster integrated operations both domestically and internationally. As part of this move, the core Chery brand will be integrated into the global market framework, with Executive Vice President Zhang Guibing directly supervising the domestic business unit of the Chery brand. Concurrently, Zhang Guibing will oversee the Global Styling Design Center, Global Human Resources Center, Global Legal Affairs Center, Global Spare Parts Ecosystem Division, Anhui Mojia Zhichuang Robot Technology Co., Ltd., and hold multiple positions including General Manager of the International Business Group, Director of the Marketing and Sales Management Committee, Executive Deputy Director of the Safety and Environmental Protection Committee, and Director of the Process Transformation Management Committee.

To foster and fortify the JETOUR brand, Executive Vice President Li Xueyong will helm the JETOUR Brand Division, with a focus on propelling the brand towards high-end development and crafting a globally competitive off-road brand. Simultaneously, Li Xueyong will oversee the Corporate Public Relations Department and serve as Executive Deputy Director of the Marketing and Sales Management Committee, driving the construction of a globally recognized corporate brand image.

Globalization Gains Momentum

For an extended period, it has been a standard practice among Chinese automakers to manage domestic and overseas operations as distinct entities.

Now, Chery is propelling its 3.0 strategy forward. Previously, at the Global Innovation Conference in October 2025, Yin Tongyue articulated the vision of "In somewhere, For somewhere, Be somewhere."

In July 2026, Zhang Guibing remarked that China's automotive exports have entered the "3.0 era of deep localization and brand value transformation."

In September and October 2026, Chery made personnel announcements explicitly titled "Globalization 3.0 Strategy."

The 3.0 strategy entails making localized decisions in research and development, compliance, operations, and after-sales, with the ambition of becoming a local enterprise infused with Chinese DNA.

High-End 'Boxy' Design Emerges as a Formidable Weapon

On one front, it dismantles the barriers between domestic and international markets. On the other, the new emphasis of the JETOUR Brand Division is to carve out a distinct niche within Chery's brand portfolio. Initially, JETOUR emerged from obscurity and precisely targeted the "travel plus" segment, successfully penetrating the fiercely competitive SUV market.

With the latest strategic布局 (layout), JETOUR is poised to reap clear benefits.

In terms of technological prowess, it will leverage Chery's fifth-generation Kunpeng hybrid engine, CDC electromagnetic suspension, Xiongshi Intelligent Cockpit, and Dazhuo Intelligent Driving System.

Its ecological moat can be further fortified by continuing and enhancing the "travel plus" ecosystem, offering high-end digital owner services in collaboration with camping, off-road bases, and outdoor accessories.

It can also capitalize on global premium pricing, performing robustly in overseas markets such as the Middle East, Russia, Latin America, and North Africa, gradually shifting from product exports to high-end system exports.