Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
  • Branding
  • Innovation

INDUSTRY

  • Auto
Contact Us

Brand Identity: Chery Marches into the Luxury Vehicle Market

This month Chery, a Chinese car manufacturer, launched a luxury vehicle brand called “Riich”. Chery said the Riich G6 would be on par with the Audi A6, the most popular business sedan in China, and will sell between $26,000 and $32,000.

(source: google)

According to the official website, the design concept behind the brand Riich is “engines and drivers”, representing freedom, control, and leadership. The pronunciation “Riich” is similar to “Rich”, and the logo closely resembles that of Bentley. It is obvious Chery aims to position Riich as a mid-to-high-end luxury vehicle.

Chery originally positioned itself as a low-cost auto brand. They are most famous for the cheap “QQ” series. The introduction of Riich into Chery’s product line represents their effort to enter higher end market segments, with Chinese officials as possible target customers. This represents a significant challenge- Chery is attempting to change its target market and brand identity all at once. So will high-end customers accept a luxury car offered by a “cheap” company?

To confront the challenge of launching a luxury car brand, Chery is trying to separate Riich from the rest of Chery’s vehicles, as is apparent from Riich’s separate website. In addition, Chery hopes to improve the overall impression of their company so as to minimize the distance between the current brand identity and the one required of a luxury vehicle manufacturer.

In the luxury car industry, cars are not sold only for their high quality, but status elements are also important. What lifestyle does Riich symbolize? What statement is a customer making by driving a Riich car? Chery has created a Riich club for car owners to create the impression of belonging to an elite group. But will they be proud to say “I own a Riich” or “I belong to the Riich club”? At the moment it seems unlikely. Even the fact that the Riich logo is so similar to Bentley detracts from its credibility as a brand. However, with effective branding strategy backed by market research it is possible Chery can successfully enter the luxury vehicle market.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Brand Positioning: Wear Your Blue Apron

For a while, Blue Apron was everywhere. Whenever you listen to a podcast or YouTube video, you’d be sure notice a sponsored ad by Blue Apron, encouraging users to subscri…

New Brand Naming Trends in the Beverage Industry: Playful & Fun Style!

In the Digital Age, Unveiling FMCG Brand Naming Trends In recent years, consumer behavior, language style, and even social attitude has all presented a kind of playful an…

Name Analysis – Décathlon 迪卡侬

Embarking on a comprehensive and enlightening exploration, we eagerly delve into the fascinating and intricate world of name analysis, a journey that takes us beyond mere…

Canadian Brands and their Cultural Currency

This article is part 1 in a 2 part series of iconic Canadian brands, where we examine the cultural branding and brand-building activities of Canadian brands that made the…

2011 China’s Top Brand Stories: Weibo, Nokia, Tmall, Nescafe, Rexona

In the transformative year of 2011, marked by shifting global dynamics, China emerged as a powerhouse, redefining growth trajectories both domestically and internationall…

Webinar Recap: Cultural Innovation and Design

Uncover the often-overlooked aspect of innovation—Culture, the elephant in the room. Addressing the questions of brand culture awareness and improvement, delve into the r…

Fear Factor – Why Brands Built On Fear Stay With Us

Branding, when viewed through the emotional landscape, reveals a spectrum of emotions that brands leverage to connect with consumers. Many brands build their identity aro…

Brand Strategy: Buy the Brand, Buy the Market?

Decoding Brand Strategy: Unveiling the Impact of Market Imitation In our latest post, 'Steal the Brand, Steal the Market,' we delve into the strategic use of brand names …

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject