Chery to unveil family mobility brand direction at Auto China 2026

KUALA LUMPUR: Chery is set to reveal a new global brand direction at Auto China 2026 in Beijing, as it shifts its focus more clearly towards family-oriented mobility.

With demand growing for vehicles that better suit family use, the company is placing more weight on the things buyers now expect as standard, namely comfort, safety, interior space and smarter technology. The new direction is being presented as a broader reset for the brand, not just another product update.

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The refreshed philosophy will be introduced during Auto China 2026, alongside the Chery International Business Summit, which will be held in Wuhu later this month. Together, the two events are expected to give a clearer picture of how Chery plans to position itself across global markets, including Malaysia.

At the centre of the new approach is a user-focused framework built around the practical needs of family travel. Chery is packaging that around three main areas, safety, space and intelligent technology, with the aim of offering a more complete ownership experience rather than simply adding features for the sake of it.

The move also reflects a change in how the company wants to be seen. Chery is no longer framing itself purely as a manufacturer selling vehicles, but as a brand looking to build a wider family mobility ecosystem around its products and technologies.

Auto China 2026 will be a major stage for that message. As one of the industry’s biggest international events, it gives Chery room to showcase not only its updated brand philosophy, but also its flagship models and broader global direction.

Also tied to that future plan is AiMOGA Robotics, which Chery is presenting as part of its wider intelligent mobility ecosystem. The company says AiMOGA is closely linked with its in-car intelligent systems, as it looks to blur the line between automotive technology and robotics under what it calls an “Automobile + Robot” concept.

That idea will be shown across three major global milestones. At Auto China 2026, Chery and AiMOGA are expected to appear together to demonstrate how vehicle and robot technologies could work in tandem. The company says this will include more real-world use cases, from showroom and customer-facing roles to public service applications.

One example highlighted by Chery shows AiMOGA acting as a traffic officer in China, helping stop traffic and guide students safely across the road. It is the sort of public-facing demonstration the company appears keen to use in showing that its robotics programme is meant to have practical applications, not just concept value.

AiMOGA is also set to hold a dedicated global launch event, where it will introduce a new generation of humanoid robots along with a broader product line aimed at different settings and use cases. Meanwhile, the Chery International Business Summit is expected to outline the wider group’s long-term industrial direction, including how AiMOGA fits into its future global collaboration plans.

For Chery, all of this ties back to a bigger attempt to align brand, product, technology and user experience under one clearer message. With families now positioned at the centre of that strategy, the company says it is focusing on three main ownership pillars, spacious comfort, comprehensive safety and more intuitive intelligent interaction.

The company also says it will continue working closely with dealers and partners worldwide, including Chery Malaysia, as it expands its mobility ecosystem and grows its presence in key markets.

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