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




Avatar builds brand equity for the long term

Launched by Twentieth Century Fox in December 2009, Avatar not only became a cinematic sensation but also a merchandising phenomenon with an expansive program featuring 1…

Brand Building for Nonprofits: Harnessing a Strong Brand to Drive Social Impact

In the nonprofit sector, the significance of effective branding cannot be overstated. Noteworthy nonprofit brands, exemplified by organizations like the YMCA and Save the…

Alphabet or Alpha Bet? How the Transformation of Brand Architecture Impacts Google

In a revolutionary move on August 10th, 2015, Larry Page announced Google's brand architecture transformation, creating the innovative holding company, Alphabet. This res…

Game Naming: 7 Ways to Name Your Game

The following article is part of our ‘Naming for Gaming’ series, where we uncover English and Chinese naming trends that lead to successful gaming enterprises. Enhance Yo…

Branding Strategies for Chinese Traditional Companies

The resurgence of vintage brands has been a notable trend in the West over the past five years, and it shows no signs of slowing down. Brands that were iconic in the '80s…

Name Analysis: 3 Newly Born Auto Brand Names

In the dynamic landscape of the Chinese auto industry, the question of "How can I best imprint my brand image into the consumer’s mind?" is both simple and incredibly cha…

Global Branding Localization: 5 Best and Worst Chinese Adaptations

Just as hiring an interpreter ensures eloquent communication with business partners, adapting your corporate communication is crucial for conveying brand values, position…

Chinese Brand Naming Strategy in Globalization

As a big fan of The Three Body Problem trilogy, I start to read again this novel these days and feel impressed by a description about human civilization by Trisolarans: i…

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