Chery Tone of Voice — Passionate & Innovative

Tagline: "Created with Love"

Industry: Automotive

Sector: Automotive

How Chery Communicates

Chery ties cars to passion and global ambition. "Created with Love" frames the Chinese automaker around technology and warmth as it expands worldwide — passionate, innovative, global. The voice is heartfelt-chinese-cars and warm, selling affordable, feature-rich cars made with genuine care, positioning Chery around its push into markets around the world, framing its vehicles not as cold products but as cars built with love and a growing reputation for value and innovation.

Tone Words

Chery's brand voice is defined by the following tone words: Passionate, Innovative, Global.

Communication Style

Language Style: Heartfelt-chinese-cars
Sentence Type: Statement
Tense: Past
Expression: Imaginative

Chery Brand Story

"Created with Love" reflects Chery's commitment to infusing passion into every vehicle they build. As China's fourth largest automaker, Chery combines their "Technology Chery" strategy with genuine care for their customers. The passionate, innovative tone speaks to a brand that approaches vehicle manufacturing not just as engineering, but as an act of dedication.

Brand Message

Technology and care combined in every vehicle

Brand Mission

Create vehicles with passion and technological excellence

Brand Positioning

Core Concept: Passionate Innovation

Central Tension: Mass Production vs. Crafted Care

About Chery

Chery Automobile Co. Ltd., trading as Chery (Chinese: 奇瑞; pinyin: Qíruì), is a Chinese automobile manufacturer. Founded in 1997, it is currently the third largest automobile manufacturer group in China, with 2,806,393 vehicles sold in 2025. The company is headquartered in Wuhu, Anhui. Chery was founded in 1997 by government officials of Wuhu, who appointed Yin Tongyue, the current chairman, as the company's first technical director. Chery launched its first car called the Fengyun in 1999, a copy the SEAT Toledo Mk1 (itself based on the Volkswagen Golf Mk 2 chassis) using an engine production line from Ford Dagenham. During its early years, Chery used technologies from other manufacturers; some were licensed and others were acquired by reverse engineering. This led to a lawsuit in 2003 filed by General Motors alleging that Chery had copied the design of one of its cars. Chery has since developed and improved its technologies. Since 2006, Chery has produced its engines branded as ACTECO, which it also sells to other manufacturers. Until 2025, the company used to be a subsidiary of Chery Holding Group Co., Ltd and under the ownership of the Wuhu municipal government. After its IPO in...

Frequently Asked Questions About Chery

What is Chery's tone of voice?

Chery uses a passionate, innovative, global tone of voice. Their communication is heartfelt-chinese-cars, typically using statement-style sentences in the past tense. Their tagline "Created with Love" exemplifies this voice.

How does Chery communicate with customers?

What is Chery's brand message?

Chery's core message: Technology and care combined in every vehicle Their mission: Create vehicles with passion and technological excellence

What is Chery's slogan?

Chery's slogan is "Created with Love". It carries their passionate, innovative, global voice.

What is Chery's mission?

Chery's mission: Create vehicles with passion and technological excellence

What makes Chery's brand voice unique?

Chery stands out through their passionate, innovative, global communication style. Their central brand tension, "Mass Production vs. Crafted Care", shapes how they communicate across the Automotive sector.

What language style does Chery use?

Chery uses heartfelt-chinese-cars language, with imaginative messaging, in statement-style sentences, using the past tense.