Chery, China’s automotive export leader, has launched the 2025 Chery Brand User Summit, bringing together user representatives, media, and business partners from around the world. The event, themed “Co-Create the New Move,” marks a new chapter in the brand’s journey to shape the future of mobility with its global community.
At the event, Chery unveiled the world’s first 7-seater convertible Multi-SUV model. The brand gathered over 40,000 pieces of real user feedback and identified nine core family usage scenarios, from daily commuting to outdoor adventures. The highlight of the evening was the awards ceremony, honoring individuals who have made extraordinary contributions to Chery’s user ecosystem.
The Chinese automotive giant, Chery, prominent for its sustainable development efforts, kicked off the 2025 Brand User Summit. The event, which began under the theme “Co-Create the New Move,” delivered an evening of innovation, collaboration, and celebration, gathering user representatives, media, and business partners from across the globe. It signals a new chapter in Chery‘s journey to shape the future of mobility alongside its global community.
Zheng Songzhi, Executive Vice President of Chery International Marketing Center, introduced the world’s first 7-seater convertible Multi-SUV model, which was developed in collaboration with users, at the summit’s opening. Since February 2024, Chery’s 20-person international product team conducted over 1,350 interviews in markets like Indonesia, Malaysia, Mexico, and Thailand, gathering over 40,000 pieces of real user feedback and identifying nine core family usage scenarios, from daily commuting to outdoor adventures.
Based on these insights, Chery developed the “6=1” formula with a flexible seating arrangement and a removable rear panel, allowing the vehicle to transform into six different configurations. This formula is designed to meet 99% of families’ mobility needs. Three core modes were introduced on stage:
This revolutionary concept offers a true “mobile home” experience, reflecting Chery’s deep understanding of family life, personal dreams, and the passion for adventure. Commenting on the subject, Zheng Songzhi stated, “We can only truly create great products by working with our users. This vehicle was co-created and co-defined with users from all over the world.”
In an industry first, Chery involved its users directly in the processes of naming the new vehicle, optimizing the powertrain, and shaping ecosystem features, directly integrating co-creation into the engineering phase. At the event, user co-creation representatives from Indonesia, Mexico, and Malaysia shared what family vehicles mean to them, detailing the transformation of individual dreams into a collective mobility vision.
The Chery Brand Night was not just a product launch but a celebration of user co-creation and mutual growth. Vehicle owners from Mexico, Kazakhstan, Chile, Egypt, and other markets took the stage to describe how they have grown with Chery, emphasizing the power of trust and collaboration.
The highlight of the evening was the awards ceremony, honoring individuals who have made outstanding contributions to Chery‘s user ecosystem. Awards, including the Dream Companion Award, Elite Partner Award, and Rising Star Award, were presented to users and business partners from over 15 countries. Among them, opinion leaders from Turkey were particularly recognized, highlighting their extraordinary passion and commitment to the development of local user communities.
