On April 25, at the 2025 Chery Global Business Conference, Chery officially launched its new service brand, CHERY FAMILY CARE. With the slogan “Always with you,” the brand aims to provide customers worldwide with a warm, family-like experience—delivering convenient, professional, and comprehensive care throughout the entire ownership journey. This launch marks a new chapter in Chery’s globalization strategy, reflecting a strategic shift toward service-driven growth and enhanced customer experience on the global stage.
CHERY FAMILY CARE Launch Event
From Product Globalization to Service Localization: Building a New Benchmark in Global Service
At Chery, the belief is simple: only a service system built around the needs of users can earn lasting trust. That belief has guided the brand’s global expansion in recent years. In 2024, Chery launched its first overseas regional spare parts warehouse in Dubai—a move that significantly improved parts supply efficiency across the Middle East and nearby regions. As customer expectations grow and competition intensifies, Chery has responded by building a consistent, high-quality service network. Today, that commitment to service excellence is recognized by over 5 million customers worldwide.
Building a successful service brand requires alignment from philosophy to execution. CHERY FAMILY CARE is more than an extension of Chery’s brand values—green, technology, family, and companionship—it’s a shared commitment realized in partnership with the brand’s global partners. The logo captures this mission. Shaped like a shield, it integrates sun and moon elements into a simple car outline, symbolizing 24/7, all-weather protection and Chery’s precise insight into user needs, day and night.
Deputy CEO of Chery Brand Chen Gang Explains Brand Philosophy
To bring its service philosophy to life, Chery has introduced a dual-core service model centered around “Five Heartwarming Care” and “Five Worry-free Care”. The “Five Heartwarming Care” focus on service efficiency, offering online reservation, 24-hour road assistance, express maintenance, home-to-home vehicle pickup/delivery, and courtesy car services. The “Five Worry-free Care”, on the other hand, emphasize professional guarantee, complimentary free routine inspections, service price transparency, one-on-one service, follow-up call system, and extended warranty. Chery’s quick service has streamlined the entire maintenance process, cutting service time from two hours to under one. Its complimentary routine vehicle health checks, covering over 18 key inspection points, help identify potential safety issues early. With transparent pricing and reliable warranty coverage, these offerings reflect Chery’s commitment to providing care and trust that feels like family. Behind this comprehensive service suite lies Chery’s unwavering commitment to its “Safe & Family-oriented” brand philosophy, with standardized service framework ensuring worry-free vehicle ownership throughout the entire customer journey.
Local Commitment & Expertise Empowerment: Strengthening Global Service Capabilities
Sticking to the localization principle of “In somewhere, For somewhere,” Chery has been continuously improving its distribution and service systems. Chen Gang, Deputy CEO of Chery Brand, stated, “Building the CHERY FAMILY CARE service brand is a collective responsibility shared by all Chery employees and partners. From OEMs and agents to dealers, every player plays an essential role.”
Chery is continually strengthening its local service capabilities. Since 2023, the company has been training overseas technical staff in China. To date, over 100 technical specialists from more than 20 countries have participated in this program, helping to bring “Chinese technology genes” to local markets. In 2025, Chery launched its global skills competition under the theme “100% Skills, 100% Satisfaction,” aimed at promoting the standardization and skill enhancement of its global service network through international technical competitions.
At the end of the launch event, Chery invited 24 representatives from key global markets to sign the CHERY FAMILY CARE commitment letter, emphasizing its dedication to building a strong service ecosystem with its partners. “Service is an ongoing journey,” Chen Gang said. “This launch is just the beginning. Chery will continue to listen to our users’ needs, enhance localized operations, and ensure that “family-like care” is reflected in every detail.
Signing Ceremony
With the launch of CHERY FAMILY CARE, Chery is doing more than just providing vehicles—it’s committed to becoming a trusted “safety guardian” and “life companion” for families around the world. Moving forward, Chery will continue leveraging its dual-drive strategy of technological innovation and service excellence—epitomized by Chery Super Hybrid (CSH)—to establish CHERY FAMILY CARE as the world’s most trusted mobility companion, fueling sustainable momentum for the brand’s global expansion.
