New Chery brands, Riich and Rely launched
Today, Chery launched their two new sub brands, Riich and Rely, both of which will make an entry into the premium market.
The Riich brand will be used for high end sedans, and the Rely brand will be used for mid and high end business cars, (In China, business cars usually refer to MPV’s etc). The first of the Riich cars has come off the production line, and is to be known as the G6. The Riich brand is aiming to become China’s first premier range of automobiles. Small work vehicles will carry the Karry brand.
Riich G6
The Riich G6 will come in two forms, a 2.0TDCI and a 3.0V6 model. Specifications of the rather nice looking G6 are still being reviewed by China Car Times, so we can expect to post a translated spec sheet later today.
Although the brand name Riich is a rather odd name to choose for a car, we have to say the Riich G6 is looking rather fantastic. What do our readers think?
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jealous ppl everywhere
after ten years when we won’t see american cars anymore
keep laughing, we need it, thanks.
To Jack
It’s not about being jealous in this case, I mean those two logos just scream Bentley and Infinity in your face. Honestly, the Rely logo is so like the infinity logo. Chrysler and Aston Martin logos do bear some similarity to the Bentley logo too.
The question here is why chery decide to ruin new sub-brands with ripoff logos .
@ ALIBABA
> It’s obviously not a Tosca copy
Well, I should have said Magnus, not Tosca. My mistake there. Nevertheless, DFZZ G6 is the new(reskinned) DFZZ, which was an undisputed Daewoo Magnus clone. Both Daewoo Tosca and Chery DFZZ G6 are reworked Magnuses worked by Daewoo engineers.
> G6s is double wishbone, Toscas is MacPherso.
Highly unlikely. Chery prefers to recycle old Daewoo mechanicals beneath the new skin in order to reduce development cycle and cut cost(You see same old Matiz mechanicals inside A12). DFZZ G6 should have carried over Magnus/DFZZ suspension component and underbody structure. What Chery needed was a new exterior on DFZZ to avoid GM lawsuits, not new mechanicals unseen from outside.
I will admit that Chery did spend a lot of effort on the exterior on DFZZ G6 and looks pretty good, while interior looks relatively cheap and definitely not worth 300,000 Yuans.
@ mememe
> The question here is why chery decide to ruin new sub-brands with ripoff logos .
Chery management are not native English speakers and don’t understand how a US or European consumer would react to those brands.
Brands like Riich and Rely are quite silly to you and me, but this is not obvious to Chery management. But it does make a good impression/sounds good to average Chinese, so Chinese management decide to use it.
Investing in Riich and Rely brand is a waste of money because Chery would need new brands when they enter western auto market. But maybe Chery management is thinking about taking over Volvo or Saab and using those brands so who knows what Chery management is thinking.
@IHC: Well, so these would probably make sense in the Chinese market. They could launch new brand(s) for Western markets and rebadge the cars.
@Spades
> They could launch new brand(s) for Western markets and rebadge the cars.
Launching a new brand, luxury or not, is a very expensive business proposition in western market and this is why bankrupt companies like Saab, MG Rover, and Chrysler are being targeted by Chinese auto companies, just for their brand rights alone.
@IHC:
I agree that this is probably one of the worst ideas Chery has come up with in a while; but we are obviously analyzing it from a Western perspective. It might just work in China, and that might be Chery’s ultimate goal.
Then if they buy a western brand, they can slap Volvo or Saab badges on future Riich’s for the western market.
I just read some comments from Autohome.com, a Chinese auto blog, and most of the them, are highly critical (an understatement). If Chinese in China are disgusted by these logos, how is Chery suppose to market their car internationally?
However, the G6 actually looks prety damn nice. too bad it has a retarded badge though.
>Highly unlikely. Chery prefers to recycle old Daewoo mechanicals beneath the new skin in order to reduce development cycle and cut cost(You see same old Matiz mechanicals inside A12). DFZZ G6 should have carried over Magnus/DFZZ suspension component and underbody structure. What Chery needed was a new exterior on DFZZ to avoid GM lawsuits, not new mechanicals unseen from outside.
All you said is DFZZ, even you create a “DFZZ G6″, that’s not the proof of your “Highly unlikely” claim of G6. Come on, there is no “DFZZ G6″ such thing. G6(A6) and A6CC are on the same platform, although havent seen G6 myself, “double wishbone” has already writen in official technique sheet, you could find it on any auto website, i think it’s more reliable than your claim.
These brands have received hugely negative feedback in China as well. The major complaint seems to be the similarity to existing logos. If the spoke English, they’d probably bash the names as well.
I think it would be better to change the Riich name to Rise
Chery are making a big step backwards with this new brand concept. I only hope that who ever came up with this idea is forced to sign a ‘self criticism’ at some stage
Those names aren’t too great but seriously, calling a car Tosca will be a lot funnier when people purposely take the c off….
Remenber, when Toyota launched in usa, no one knows those ulgy unsafe terrible copy vehicles will make Toyota the bigest automoblie factory!
Toyota started with Toyopet, a really tacky name. And then Toyota ventured inside the heads of Westerners, and came up with names that evoked royalty and nobility. Names like Crown and Corolla. It cost them money to do it, but it worked.
Riich and Rely……I don’t think so…..
With an engineer at the helm, it’s no wonder.