On October 17, the Chery Brand Night successfully concluded in Wuhu, China. As one of the flagship events of the 2025 Chery Brand User Summit, this year’s Brand Night—under the theme “Co‑Create the New Move”—broke away from conventional product launch formats by truly putting users in the spotlight. It presented a globally-minded celebration centered around co-creation.
At the event, user representatives from around the world took the stage to share authentic stories of growing with Chery. A Mexican couple who own a TIGGO8 recalled how a simple offline meetup blossomed into a thriving community after they shared homemade chili sauce—friendships deepened through ongoing interaction and companionship. A Kazakh couple with a TIGGO7 shared how Chery helped them escape the city and reconnect with nature, forming strong bonds and a sense of belonging during cross‑border road trips. Adding a touch of humor, an owner from Egypt shared that his family gatherings have essentially turned into “Chery owner meetups”—“I may not officially work in sales…But somehow, I’ve managed to sell the Chery TIGGO to almost my entire extended family.” These cross‑border stories reflect the shared emotional connection at the heart of Chery’s user community.
Though they come from different cultures and backgrounds, the threads of these stories are woven from the same values: trust, sharing, and genuine companionship. Each narrative reflects how users actively shape the brand ecosystem. As one Kazakh owner expressed, “TIGGO7 isn’t just a vehicle—it’s a key that opened up a world of friends and far-off places.” This heartfelt sentiment lies at the core of Chery’s bond with its global users. What Chery is building goes beyond automobiles—it’s a worldwide community where users connect and grow together.
During the Brand Night, Chery honored a number of long-term global users who have actively participated in brand co-creation, expressing gratitude for their lasting contributions to the brand’s growth. These awards not only celebrated individual stories, but also reflected Chery’s user-first philosophy—ensuring that every contribution and every spark of passion is seen and valued.
The evening’s highlight continued Chery’s long-standing tradition of co-creation. Zheng Songzhi, Executive Deputy General Manager of Chery International Marketing Center, reflected on the journey of developing a new vehicle concept alongside global users and invited them to continue participating in its ongoing refinement and definition. This demonstrated that “user co-creation” has become integral to Chery’s R&D and brand-building efforts. Through this open and collaborative development model, Chery ensures that every user can leave their mark on product design and experience.
This emotionally resonant celebration also laid the foundation for deeper value co-creation. Following the 2025 Chery Brand User Summit, Chery will soon host a KOC Forum titled “The Dream Drive, Created for You,” bringing together users worldwide to mark a new chapter—evolving from “co-creation” to “collaborative operation and shared growth.” Through ongoing user-driven activities and ecosystem co-development initiatives, Chery is building a global user community rooted in shared values and lasting trust, offering a new model for user-brand relationships in the automotive industry.
From owners to close partners, from co-creating products to co-building an ecosystem, Chery continues to walk hand in hand with global users—grounded in openness and sincerity—as they draw the blueprint for the future of mobility together.
