Executives of the Chinese automaker continue to visit states in the country to define the area; the plant will supply the domestic market and Latin America and, later, North America.
Having fallen into a “slump” due to strong automotive competition does not intimidate Chirey to continue with the development of its future plans in Mexico: it confirms that in January 2025, the entity that will house its combustion and electric car manufacturing plant in the country will be announced; and at the same time it announces the birth of the association of distributors of the automaker -which contemplates the unification of its Chirey, Omoda, Jaecoo and Exeed brands-.
In a context of threats from the United States against Chinese products, Chirey affirmed that the plan of its manufacturing factory that will supply 100% of the domestic market and Latin America remains firm, but does not hesitate to enter North America, according to its growth plans.
Alex Lee, business director of Chirey Motor Mexico and Latin America, said in an interview with El Economista:
We are planning to create a synergy for the Latin American market, we are trying to build a plant on the coast of Mexico, with tax-free support from the government.”
Diana Rodriguez, communications director of Chirey Mexico, said that the plans to install the car factory in Mexico “yes… after the elections and in the next two months, the plans (for the plant) will be announced, they continue with visits, scouting in the states to now finally have the final winner of where the plant will be located.” She added that, in the first instance, the production of cars – which the Chinese march had eventually projected would be for 2026 – would be 100% for Latin America, however, in Brazil there are two plants that manufacture Chirey products, but the main one will be in Mexico.
According to director Alex Lee, the plant would serve the Mexican spare parts market quickly and effectively, since they are currently brought from China and distributed with the support of the DHL company.
Brands are unified
Last Friday, the Chinese automaker reported that its brands from the Chery Group (known as Chirey in Mexico) that would have arrived separately to our country – Chirey, Omoda, Jaecoo and soon Exeed – are consolidated to offer better customer service, cover a wider range of products and face fierce competition.
According to INEGI, the Chirey group reported a 26% drop in its sales during the period from January to July of this year compared to 2023, when it presented a monthly growth higher than the established brands, but 2024 has presented a boom with the arrival of new Chinese brands – not expected by Chirey – which caused them to have sold 16,604 units against the 22,403 cars last year.
Gabriel Ríos, vice president for Omoda and Jaecco explained: “We have enough inventory nationwide and we have a very good number in the dealer network.”
“What we expect for the rest of the year is that the brand integration strategy will help and achieve the objectives set. In the past months, each brand had a point of sale, now we are doing the integration.”
Source: eleconomista
