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Chery– Arrizo 6 Car Launch

Chery– Arrizo 6 Car Launch

Project Description

Chery Automobile was founded in 1997. It is a globalized automobile brand located in China. Chery has  implemented a globalization strategy since its establishment and has become the first passenger car company in China to export complete vehicles, CKD parts, engines, manufacturing technology and equipment to the global market. Up to now, Chery has exports in more than 80 countries and regions, establishing more than 1,500 sales and service outlets with more than 1.6 million accumulative export volume, remaining the biggest exporter passenger vehicles in China for 17 years in a row.


Chery developed the Arrizo 6 B-class Sedan for launch in the Saudi Market. The perception of low-cost Chinese cars in KSA was far from positive, and Chery was a new player to the scene, which meant that it had to overcome fierce market resistance to achieve desired sales targets


The M Lab team created a reliable marketing and field activation strategy that positioned the brand more than adequately, reflecting the real value of the vehicle on the market.

The Results

100% positive brand perception among VIP invitees with above-average coverage by social media influencers and media representatives.

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