Few people have heard of Riich, Chery’s one-year-old up-scale vehicle division. That is why Chery enlisted help from the Argentine soccer star Lionel Messi. The announcement was made at the 2010 Beijing Auto show. Messi was seen on a giant screen at the show promoting a newly released Riich G5 model. This new model was powered by Chery’s Turbo-charged, gasoline direct injection (GDI) 2.0 liter engine, a member of the “Messi-series,” as it is called now.
This announcement shows Chery’s growing confidence and international ambition. Since Messi is especially popular in Europe and Latin America, the two regions Chery gives prior consideration for global expansion, this choice seems to make a lot sense (although this may be a problem for the Brazilians as Messi plays for the Argentine national team).
Besides new G5 models, Riich is scheduled to release all new G3 and G6 later this year. We will update our Riich section in Chinese Brands as soon as they hit the market. Do visit us.