Riich

Riich

Riich is the result of Chery's 12 years of accumulation in research and development, technology, production, management and other aspects. It shoulders the heavy responsibility of Chery to enter the high-end market and compete with major famous global brands and joint venture brands. Its logo conveys the upward concept of transformation and transcendence. The model is the Riich G5. In 2012, Chery Automobile strategic structure adjustment, announced the phasing out of Riich and Wilin two sub-brands. RIICH, with the R-type flying wing logo, is Chery's mid-to-high-end car brand, and it is also the main force to expand overseas markets. On March 19, 2009, China Chery Automobile Co., Ltd. officially launched the high-end passenger car brand "RIICH" in Wuhu, Anhui Province, and released the all-around commercial vehicle brand "Rely Wilin" at the same time. So far, CHERY Automobile has formed four major brands: car brand Chery, middle and high-end brand RIICH and Rely Welin, and minicar brand KARRY. "RIICH" brand with "vision, courage, success" as the gene, with "Engines & Drivers" (" wisdom driving forward ") as the concept, fully demonstrates Chery's positive and confident, Chery is a new interpretation of its social role and responsibility. Riich 2 has been shown at the Beijing International Auto Show and the Shanghai International Auto Show and has received much attention from the industry and users. After officially determining the brand name, the Chinese is called Riich 2, the English is called Riich R2, and the 1.3L model is called R213. The long-rumored Chinese M-MPV Chery Riich 2(Riich R2) was announced at the Changchun International Automobile Expo. The batch of listed models has a displacement of 1.3 liters, and the prices are: 53,800 yuan for the standard model, 58,800 yuan for the comfort model, and 61,800 yuan for the luxury model. The Mini Multi-Kinetic Energy Vehicle (M-MPV), which cost 500 million yuan to develop and is supported by mature sedan technology, has opened a new era of mini MPV in China. Brand idea ta - edit - id = "5105887:91% % E7%9 e BA E9% % % 92:1" jquery18005547056471757112 = "385" > edit brand concept: Engines & Drivers drive wisdom Drive forward.

Riich - originated from Chery, Chery high-end was born in the gestate of Eastern civilization, but inherited the advanced concept of Western industrial technology in the soil of traditional culture, but infiltrated the innovation gene of international automobile manufacturing in the construction of national industry, but absorbed the essence of world-class automobile manufacturing process in the accumulation of ten years beyond, But it has written a classic legend comparable to the century-old history of European cars, with lean quality interpretation of their own exquisite connotation, with noble products for the world's "successful drivers" gift belongs to their noble experience.

2 Riich brand As a high-end car brand with "vision, courage and success" as the gene, the Riich brand carries the heavy responsibility of China's home and a company with independent research and development of high-end cars - Chery to enter the high-end market, and compete with major famous global brands and joint venture brands. Riich G3 Riich brand is the result of Chery's 12 years in research and development, technology, production, management and other aspects of accumulation, and the full range of international cooperation, so that its products have a stronger core competitiveness. Riich brand fully demonstrates its "Engines& Drivers" brand concept, products not only pay attention to the European and American car technology, but also pay attention to the driving comfort of Japanese cars, will fully reflect the manufacturing strength of "Chinese cars" in various segments of the high-end car market. Riich brand core: vision for success

3 Brand Positioning Riich, a carefully built automotive brand with high standards, is destined to be owned by successful people and those who aspire to success. Whether it is the young talent who first entered the workplace, or the elite of successful careers, they all have a common characteristic - proactive and never stop. They have the temperament of leaders and the spirit of decision makers, and hope to pursue a higher quality of life while constantly improving and improving their personal strength. At the same time, they have rational thinking and deep insight, and pay attention to practical values. And Riich is for these "successful drivers" tailored to create a boutique car, it in shaping excellent quality at the same time, pay more attention to the actual benefits for the owner, so that the successful experience of career brilliance at the same time, but also feel the joy of value for money. It strives for the perfect balance of quality and value, worthy of your trust and ownership.

4 R & D team With the Automotive Engineering Research Institute as the core, with domestic branches such as Shanghai and Beijing and overseas branches such as Tokyo and Turin as the support points, with a number of holding design companies as the backbone, Kirin carries out collaborative design with related parts enterprises and suppliers, and takes into account the product research and development system of cooperation with domestic universities and research institutes. It has formed a relatively complete development system from the whole vehicle, powertrain, key parts design to test and trial production, and established its own standard system and database. Based on the principle of complementary advantages and shared benefits, we have established extensive bilateral and multilateral cooperative relations with the global automotive industry and related industries and fields in various ways.

5 Manufacturing technology Kirin has rapidly approached the level of developed countries in mechanical manufacturing equipment, domestic first-class equipment coupled with the improvement of manufacturing technology, so that the manufacturing level of Riich has also been improved. The company has established a strategy of introducing only one set of equipment and digesting and absorbing innovation, accelerating the pace of localization of complete sets of equipment, on the one hand to meet the needs of further expanding the scale of production, on the other hand, to provide domestic equipment for the cooperative production of automobiles in Iran, Egypt and other countries.

Since its establishment, Chery has been adhering to the spirit of "self-reliance, self-improvement, innovation and entrepreneurship", adhering to the goal of "gathering excellent human capital, pursuing world-leading technology, owning independent intellectual property rights, creating internationally renowned brands, opening up the global automobile market, and joining the forest of automobile powers". Continuously enhance the core competitiveness. After more than 10 years of leapfrog development, Chery has owned the independent research and development capabilities, independent intellectual property rights and core technologies of complete vehicles, engines and some key components, and has become China's largest independent brand passenger car research and development, production, sales and export enterprises, laying a certain foundation for market competition and rapid development. Chery has a total of "Chery, Kerui, Riich, Velin" four brand system, Riich brand is its high-quality passenger car model.

Riich's logo consists of a pair of unfurled wings and the letter "R", highlighting its enterprising, atmospheric, quite a leadership style, but also highlights the core values of the brand: freedom, control, pioneer. The "R" word in the middle not only shows the brand identity of Riich, but also presents a focused and stable visual beauty. The combination of silver wings and gold letters greatly adds to the sense of quality of the Riich logo, and also shows the strong hope of pursuing a higher quality of life and advocating a higher realm of life. It will carry every successful person toward a higher goal, and continue to bring every person who is eager for success to chase dreams and exceed the hope of reality.

8 Consumer group RIich's target consumer Riich G6 Riich G6 group is a new generation of business people with outstanding decision-making, planning and analysis ability and leadership temperament in all walks of life. Most of them have a visionary vision, the courage to try or challenge new things, and the urgent need to chase success. They are the Drivers of life and career. Therefore, they need a ride that can match their identity, personality and taste to show their high-end business image, which is the core of Riich's brand "vision, courage and success".

9 Brand connotation Responsible responsibility: Riich brand is a new medium and high-end passenger car brand born on the basis of Chery Automobile's accumulation of more than ten years, she not only represents the level of China's high-end cars, but also shoulders the mission of promoting China's automobile industry to the high-end. Therefore, Riich brand attaches great importance to corporate social responsibility, the actual interests of consumers and the national environmental protection policy, and is an automobile brand with a high sense of responsibility. Intelligence: Riich brand has inherent Chinese wisdom. This wisdom is not only a learning ability, but also a kind of insight. Chery Automobile is an enterprise that is good at learning and surpassing. In the past 12 years of development, Chery Automobile has accumulated a special understanding of the development of the automobile industry and the in-depth insight into the needs of Chinese consumers. This special understanding has enabled Chery to have an unusual development speed, and for the high-end market, this understanding is bound to bring rapid development for Riich. International: Riich brand is China's, but also the world's. The RIich brand of Riich G5 not only depends on the international vision of enterprise operation and product planning, but also on the basis of international extensive cooperation, international product development and manufacturing team and marketing team. Creative Innovation: While actively learning from all the excellent achievements of international automobile manufacturing, Chery always adheres to the path of independent innovation. Has formed a unique domestic independent research and development, manufacturing, production and sales system. And the creation of the launch of a completely independent research and development of high-end car brands. Riich brand is constantly exploring, trying and innovating in terms of automotive design, production concept and manufacturing technology. Hi-technology: Riich brand strives to provide consumers with fashionable and advanced products, so high-tech runs through the entire product system. With high-tech products to impress consumers at the same time, but also as the core competitiveness of the brand's high-end image. This is also the goal that Riich products always strive for and develop.

10 Riich G5 Riich G5 from Chery all Riich G5 new platform, the main competitor some high-end sports car models, compared with Chery A3 cost-effective, Riich G5 will pay more attention to quality, to bring consumers a more comfortable driving experience. Riich G5 is equipped with 2.0TCI and 2.0TGDI two turbocharged intercooled engines, the former is a single camshaft and the latter is a dual camshaft, the power reached 125 kW and 144 kW respectively, the power is abundant and strong; The suspension adopts the front double fork arm and the rear multi-link design, which can achieve a good balance in handling and comfort. As a high-end model, Riich G5 is equipped with satellite navigation, reverse imaging system, Bluetooth digital phone system and multi-function intelligent key system and other personalized business configurations.

11 Models G series: G2, G3, G5, G6 M series: M1, M2, M3, M5 X series: X1, X3, X6 Z series: Z5