An impressive array of Chinese manufacturers was on display at Frankfurt: some familiar and others sporting interesting new nameplates. What was clear is that there are serious efforts being made by the Chinese volume OEMs to make inroads into the European market.
Chery launched the EXEED TX, a mid-sized SUV gunning for the likes of VW’s Tiguan, Mazda’s CX-5 and Ford Kuga, amongst others.
The front end features an LED strip connecting the headlights, set into a full-height grille feature. It’s an imposing nose and one that has a scale that many European customers may not be used to.
Interior focus is very much a Chinese-market priority, and Sergio Loureiro, Chery’s interior Design Director, points out that this factor is something European and Chinese customers share; connectivity, a feeling of space, a clean-air environment. Sergio describes looking at SWATCH for inspiration on the HVAC controls: “I took a SWATCH into work, took it apart and we used that display as our inspiration for developing the screens within each HVAC bezel.”