Chery Bets on Arrizo7 for Revival

Last night Chery celebrated the release of the all-new compact, Arrizo7, with a party at the China Pavilion in Shanghai, built originally for the 2010 World Expo. Eight portal and video websites were invited to provide live coverage, and the party was shown in real time on large LED screens installed in the downtown of four other large cities. For the carmaker struggling to make a turnaround, the event feels less like a celebration than a desperate plea for attention and confidence. While the web is flooded with paid reports praising the car, few are certain of a positive response from the market.

official pic of chery arrizo7

The new sedan, available in eight 1.6L versions, is described by the Marketing chief Huang Huaqiong as the first shot the company fired after adopting a new, "One Chery" brand strategy. Its significance, however, goes beyond testing a revamped naming and marketing system. In a break from the tradition of "reverse engineering," Arrizo7 is the first Chery car that can justly claim an original design, said to be created by a team of international talents including Sergio Loureiro, James Brain Hope, Hakan Saracoglu, and Klaus Badenhausen.

chery officials and designers at the launch ceremony

Once the leader of native auto brands, Chery now falls behind Great Wall, Geely, BYD, and Wuling. After reaching the peak of 682,000 units in 2010, its annual sales diminished to 643,000 in 2011 and 557,000 last year. The slide continued in the first half of this year, when it delivered only 222,795 passenger cars, down from 265,515 in 2012 H1. Net profits fell to 173 million Yuan in 2012 from 302 million Yuan in 2010. According to analysts, the company had operated at a loss since 2007–if not for direct subsidies from the government, which amounted to over 400 million per year.

Hoping to drive out the gloom with the Arrizo7, Chery promoted it as a rival, in both quality and price tags, to popular foreign-brand compacts–VW Jetta, Buick Excelle, and Ford Focus Classical, in particular. Compared with the top two best-selling native compacts, Geely’s Emgrand EC7 and BYD’s Surui, Arrizo7 is about 20,000 Yuan more expensive–priced between 78,900 and 126,900 Yuan (US$12,868-20,696). As consumers still equate native with cheap models, this is a risky move. If monthly sales fail to reach 10,000–a level both EC7 and Surui have topped, we can expect deep price cuts in just half a year.

chery arrizo 7 rear end
head lamp of chery arrizo 7
profile
side view
front view
interior dashboard of chery arrizo 7

Chery Arrizo7 1.6 MT version 1 1.6 MT version 2 1.6 MT version 3 1.6 MT version 4 1.6 CVT version 1 1.6 CVT version 2 1.6 CVT version 3 1.6 CVT version 4
Price: MSRP (Chinese Yuan) 78,900 82,900 89,900 103,900 92,900 99,900 113,900 126,900
Date of Market Launch
July 26, 2013
Powertrain
Engine
ACTECO-SQRE4G16 petrol 1.6L DVVT L4 16V DOHC
Peak Power (kW/rpm)
93/6150
Max. Torque (Nm/rpm)
160/3900
Transmission
5MT
CVT
Suspension Front
Independent: MacPherson struts
Suspension Rear
Independent: multi-link
Drivetrain
Front engine, front-wheel drive
Brakes (front/rear)
Vented disc/disc
Top Speed (km/h)
0-100km/h Time (seconds)
12.1
12.8
Steering
HPS
EPS
HPS
EPS
Fuel & Emissions
Combined Fuel Economy (L/100km)
7.3
7.6
Tank Capacity (L)
50
Emission Level
China/Euro IV (V in Beijing)
Dimensions
Overall Length (mm)
4652
Overall Width (mm)
1825
Overall Height (mm)
1483
Wheelbase (mm)
2700
Track (front/rear, mm)
1550/1540
Ground Clearance (mm)
127
Curb Weight (kg)
1350
1395
Seating Capacity
5
Cargo Volume (L)
455
 
1.6 MT versions
1.6 CVT versions
Exterior  
Tires
195/65 R15,
205/55 R16
Adaptive Front-lighting System N S S S S S S S
Front Fog Lamps
S S S S S S S S
LED Rear Lamps S S S S S S S S
LED High-mount Brake Light S S S S S S S S
"Follow-me-home" Headlights S S S S S S S S
Power Exterior Mirrors S S S S S S S S
Heated Exterior Mirrors N N S S N S S S
Boneless Windshield Wipers S S S S S S S S
Alloy Wheels N S S S S S S S
Power Sunroof N N N S N N S S
Interior  
Cruise Control N N N N S S S S
Trip Computer S S S S S S S S
Display of Instant Fuel Economy, Service Reminder S S S S S S S S
Power Windows S S S S S S S S
Keyless Start/Entry N N S S N S S S
Power Door Locks S S S S S S S S
Remote Key S S S S S S S S
Steering Wheel Multi Controls N S S S S S S S
Driver’s Power Seat and Lumbar Support N N N S N N S S
Leather Seats N N S S N S S S
Manual Anti-glare Interior Rearview Mirror S S S S S S S S
Windshield and Rear Window Defrosters S S S S S S S S
Number of Speakers 2 4 6 6 4 6 6 6
6Radio/MP3/USB, Bluetooth Connectivity S S S S S S S S
7-inch Touch Screen, i-Pod Port, DVD Player N S S S S S S S
GPS N N S S N S S S
Telematics N N N O N N O S
Second Row Entertainment System N N N N N N N S
HUD (Head-up Display) N N N N N N N S
Automatic Air Conditioner N N N S N N S S
Manual Air Conditioner S S S N S S N N
Safety  
Dual Front Airbags S S S S S S S S
Side Curtain Airbags, Dual Front Side Airbags N N N S N N S S
Front Row Seatbelt Pretensioners S S S S S S S S
ABS+EBD S S S S S S S S
ESP, EBA, ASR, HHC N N N S N N S S
TPMS N N N S N N S S
Child Safety Door Locks S S S S S S S S
Electronic Anti-theft System S S S S S S S S
Backup Radar N S S S S S S S
Rearview Camera with Parking Guidelines N N S S N S S S
Lane-keep Assist N N N N N N N S