Despite a series of setbacks Chery Auto moves forward with the effort to build an upscale brand out of Riich, a passenger car nameplate launched two years ago. Just as monthly sales of the Riich G5 have diminished to under 100, the bigger, better-equipped G6 arrived on August 1 with prices that are, many think, clearly out of touch with reality. The three versions, sharing a turbo-charged 2.0 engine, sell for 189,800 yuan ($29,500), 199,800 yuan, and 259,800 yuan, compared with the 209,800 –251,800 yuan price range of the 1.8 TSI models of VW Passat B7L (FAW-VW New Magotan) which went on sale just three days earlier.

The Riich division was launched two years ago as the (future) luxury branch of Chery. Its first model, the G5, has been a big flop. According to China Passenger Car Association, only 2391 units of it were sold in 2010, and only 564 in the first five months of this year (including 60 in May). The G5 was followed by the M1 and X1; the two low-priced mini cars have performed better in sales, but been of little help for building up the brand; with them, many began to think Chery was going back to the old way of struggling to survive on cheap small cars. At the end of June this year, Riich was delivered a major below when one of its dealerships closed down in Beijing.

Under these circumstances, the G6 represents a daring attempt. The overprice mid-size may not help much with Chery’s sales, which grew little in the first half year, but may be effective in sending the message that the company is not giving up trying to go upscale.

With a body length of nearly 5 meters (4968mm), the G6 has a wheelbase of 2820mm and curb weight of about 1765kg. Its styling is said to be designed by Chery in partnership with Italy’s Gruppo Bertone.

The Chery-developed turbo 2.0L engine (ACTECO-SQRE4T20) powering the G6 is a variant of the 2.0-liter (SQR484B) employed by the G5. It develops 116kW of power at 5000rpm and 250Nm of torque at 1900rpm, and is matched with a 4-speed automatic transmission (for all three G6 versions).

The top trim model features 10 airbags, a 6-disc DVD theater, heated front and back seats, driver’s massage and ventilated seat, among other luxuries. Dual-zone climate control, ABS/EBD, heated front seats, DVD, cruise control, six airbags, parking radar come standard for all trim levels.

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