Chery South Africa used the 2026 Beijing Auto Show as a launch pad for its three-pronged strategy for South Africa, moving beyond simply re-establishing itself here. The brand’s early success with models such as the Tiggo 4 Pro and Tiggo 7 Pro laid the groundwork, but what follows now is more deliberate. With its new manufacturing facility officially in Chery hands from June 2026, it is targeting key segments with clearly differentiated products.
Since its return to South Africa in November 2021, Chery has moved at a dizzying pace not only to re-establish the brand in South Africa but also to grow beyond being an importer. Less than five years later, it shook up the local motoring establishment by announcing the purchase of Nissan’s Rosslyn manufacturing plant, west of Pretoria.
Although details of what Chery and its subsidiaries were planning to build at Rosslyn have been few and far between, recent reports confirm that Chery’s KP31 bakkie is one of at least two cars to be manufactured here. The other being the Jetour T-Series SUVs.
That said, Chery isn’t focusing all of its attention on the plant, and has used the occasion of the 2026 Beijing Auto Show to confirm other models as well, signalling its (very deliberate) shift to a key player in the local industry.
The Chery Q, Tiggo V and KP31 bakkie are not variations on a theme. Each addresses a different part of the market, from entry-level electrification to lifestyle versatility and, critically, the one-tonne bakkie segment that underpins much of the local industry.
Taken together, they point to a broader strategy. Chery is positioning itself as a full-line contender with relevance across multiple categories.
CHERY Q
The Chery Q will serve as the brand’s first fully electric vehicle in South Africa, and its positioning is clear. Rather than competing in the upper end of the EV market, it targets accessibility. The intention is to introduce electric mobility to buyers who would otherwise remain in the entry-level internal combustion segment.
During a recent visit to Chery’s test facility in Wuhu, China, we sampled the Q under controlled conditions. Its character is immediately apparent. This is an EV designed around simplicity and ease of use. There is no attempt to overwhelm the driver with excessive performance or complexity. Instead, it delivers a calm, predictable driving experience suited to urban conditions.
One of the more interesting technical choices is its rear-wheel drive layout. At this level, front-wheel drive would have been the expected route, yet the rear-driven configuration brings tangible benefits. At low speeds, the turning circle is tight, making it well-suited to city driving. The weight distribution also contributes to a balanced feel, even if outright performance is not the focus.
Battery options are expected to offer sufficient range for daily commuting, with figures that place it firmly in the practical category rather than the aspirational one. That aligns with its intended use. The Q is not designed to replace long-distance vehicles, but rather to handle the majority of daily travel with minimal fuss.
Packaging is another area where the Q makes sense. Interior space is used efficiently, and luggage capacity is more generous than its compact footprint might suggest. These are the details that matter in this segment, where buyers are often making pragmatic decisions rather than emotional ones.
The success of the Q will depend largely on pricing. If Chery manages to position it below current entry-level EV competitors, it could play a meaningful role in expanding the local EV market. More importantly, it would establish Chery as a key player in making electric mobility more attainable.
TIGGO V
Where the Q is grounded in practicality, the Tiggo V introduces a more unconventional concept. Confirmed for production at the Beijing Auto Show (first shown to us as the T1TP Concept at the annual International User Summit in Wuhu last year), it combines the attributes of a seven-seat SUV with the ability to convert into a load-carrying configuration.
At first glance, the idea of a convertible SUV-to-bakkie may appear experimental. However, the execution suggests a degree of engineering intent. By removing the rear section of the roof and the third row of seats, the vehicle can be reconfigured into a bakkie-style layout. The process is not immediate and requires time (about 45 minutes)and effort (at least two persons), which defines how it will be used.
This is not a vehicle designed for constant reconfiguration. Instead, it suits buyers who may need different types of utility at different times, rather than within the same day. A family vehicle during the week could become a load carrier for a weekend project or outdoor activity. That distinction is important in understanding its role.
Underneath, the Tiggo V is expected to utilise a monocoque platform shared with other models in the Tiggo range. This places it firmly in the lifestyle category rather than the workhorse segment. While it offers increased versatility, it does not aim to replace traditional bakkies in demanding environments.
Powertrain options are likely to include both turbocharged petrol and plug-in hybrid derivatives. The latter aligns with Chery’s broader push towards electrified drivetrains and could offer a balance between performance and efficiency. Output figures suggest strong performance potential, although that is not its primary focus.
In terms of positioning, the Tiggo V will occupy a niche space. It is unlikely to deliver high sales volumes, but that is not its purpose. Instead, it expands the brand’s offering and introduces a level of flexibility that is not currently available from mainstream competitors.
The challenge will be whether buyers see sufficient value in its dual-purpose nature to justify the compromises inherent in its design. It is a concept that requires a shift in thinking, and its success will depend on how effectively that is communicated.
KP31 BAKKIE
The KP31 (still a code name) is arguably the most significant of the three models, as it marks Chery’s entry into the one-tonne bakkie segment. This is a category defined by strong brand loyalty and high expectations, where new entrants face considerable scrutiny.
Unlike the Tiggo V, the KP31 is being developed as a conventional bakkie with genuine workhorse credentials. It utilises a ladder-frame chassis, providing the durability and load-carrying capability required in this segment. Early information points to a 2.5-litre four-cylinder turbodiesel engine, supplemented by hybrid assistance.
This powertrain combination is particularly noteworthy. Diesel remains the preferred choice in the segment due to its torque characteristics and efficiency under load. The addition of hybrid technology (a first for South Africa) could enhance low-end response while improving fuel consumption, especially in mixed driving conditions. If executed correctly, it could offer a meaningful point of differentiation.
From a market perspective, the KP31 will compete directly with established players such as the Toyota Hilux, Ford Ranger and Isuzu D-Max. That places it in one of the most competitive segments in South Africa, where reputation is built over time through consistent performance.
A key factor in the KP31’s potential success is local production.
Local assembly brings several advantages. It improves cost competitiveness, supports supply chain efficiency and signals long-term commitment to the market. For fleet operators and commercial buyers, this level of investment carries weight, particularly in a segment where reliability and support are critical.
The KP31 will need to deliver across all key areas, including towing capacity, payload, durability and off-road capability. Entering the segment is one thing. Establishing credibility is another. Chery’s approach suggests it is aware of these demands and is positioning the KP31 accordingly.
LAST WORD
Chery’s upcoming product rollout reflects a clear and structured strategy. The Q targets accessibility and aims to broaden the reach of electric mobility. The Tiggo V introduces a flexible, lifestyle-oriented concept that challenges conventional segment boundaries. The KP31 enters the core of the South African market with a product designed to compete directly with established bakkies backed by local production at Rosslyn.
Each model fulfils a distinct role, with little overlap between them. This indicates a level of planning that goes beyond simple range expansion. Chery is building a portfolio that addresses different use cases and buyer needs, rather than relying on a single segment for growth.
The next phase will depend on execution. The intent is clear, and the products are aligned with identifiable market opportunities. If Chery delivers on these fronts, it will strengthen its position not only as a value-driven brand, but as a credible competitor across multiple segments.
Report by BERNIE HELLBERG JR | Images © CHERY SOUTH AFRICA / BERNIE HELLBERG JR
