Quick look
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After delivering 30,000 units in less than 3 years, Chery is shifting from market entry to a growth phase centered on the TIGGO model line.
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The brand aims for Chery Super Hybrid (CSH) variants to reach 30% of its sales mix by the end of 2026, supported by a 4-stage rollout of new models.
Over the past 3 years, Chery has been steadily growing its sales numbers in Malaysia, with 30,000 units delivered to date. With this volume having been reached, the brand is no longer in the market-entry phase and now shifts gear to a growth strategy.
TIGGO-first approach
This strategy will focus on a sophisticated product mix dominated by the TIGGO series and a significant overhaul of the customer ownership experience. The core of Chery Malaysia’s strategy for 2026 is a ‘TIGGO-first’ approach, a decision influenced by the preferences of Malaysian SUV buyers.
Data from 2025 revealed a dramatic shift in the brand’s internal sales dynamics, where the TIGGO family’s contribution surged to 66% of total volume, up from just 16% in 2023. This success has prompted the company to position the TIGGO model line as the primary engine for growth, moving the brand deeper into the family and premium SUV segments.
Pushing electrification further
Parallel to this product focus is an aggressive push into electrification with Chery Super Hybrid (CSH) technology. Chery Malaysia Vice-President Lee Wen Hsiang recently confirmed that the brand aims for CSH variants to represent 30% of its total sales mix by the end of 2026.
This target follows the successful 2025 introduction of the TIGGO 7 and TIGGO 8 PHEV models, which signaled Chery’s intent to offer one of the most comprehensive powertrain line-ups in the country, spanning petrol, hybrid, and plug-in hybrid electric options.
5 new models in 2026
Chery fans can look forward to a 4-stage roll-out of new models that beganwith the January launch of the entry-level TIGGO 8. The second quarter will see the introduction of a new flagship luxury model designed to sit at the top of the SUV range. In the third quarter, the brand will add 2 models — one focused on performance and versatility, and another tailored toward a younger, style-conscious demographic. The year will culminate in the final quarter with a new model incorporating the latest advancements in CSH technology.
Refreshed identity at dealerships
Beyond the vehicles themselves, Chery Malaysia is fundamentally transforming its retail identity through the rollout of ‘Generation 4’ identity for its retail outlets. Rather than pursuing rapid, excessive expansion of its footprint across Malaysia, the brand is prioritizing the quality and capability of its existing 59 sales and 54 aftersales centres.
The new Gen 4 design — which debuted at Chery Perai in Penang — introduces a more premium aesthetic featuring black steel structural elements and a signature waterfall blue facade. This evolution is intended to elevate the brand’s perception, complementing a consistent, high-end experience for customers.
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