Among Chery's 38 new models that booked the Chengdu Auto Show hall, the QQ3 was the most eye-catching.

[Editor's Note]

2026 Chengdu Auto Show, Chery showcased 38 models, ranging from Fengyun T7 to Fengyun A9, then to Zhongheng, Exeed, and Jetour, demonstrating a comprehensive layout in the new energy era. However, the most prominent role was played by— the all-new QQ3 Modern Edition.

For Chery, the QQ3 is one thing spoken and action followed. Previously choosing Chengdu for launch, now back at Chengdu Auto Show with new updates, showing Chery's exceptional importance on this small car. Facing strong market rivals like BYD Seagull and Geely Star Wish, on what basis does QQ3 compete? Is it simply a revival of a classic IP, or is it a youth-oriented entry rebuilt by Chery in the new energy era?

2026 Chengdu Auto Show, Chery not only had a lively booth, but also achieved the grandeur of booking an entire hall.

If we say, Fengyun T7 represents Chery's new energy global breakthrough; Fengyun A9 represents the upward exploration of Chinese car design; Arrizo 7 represents the re-evolution of traditional family sedans.

Then, the all-new QQ3 Modern Edition showcased alongside it, as the first officially modified model of the QQ3 series, reflects Chery's determination to uphold the QQ brand with automotive cultural symbols.

Can a classic IP born in the fuel era truly shoulder the role of Chery's sales leader in the new energy era?

I. If QQ Can Return, It Is an Opportunity for Small Cars in the New Energy Era

Perhaps some consumers' impression of QQ is still stuck 20 years ago.

Back then: a QQ, was many young people's first car.

It represented: cheap, young, personalized.

But good times were short-lived. With the rapid growth of the mid-to-large SUV market, the small car market gradually became marginalized.

No choice. In the traditional fuel vehicle era, small cars could not escape the awkwardness of small space, low profit, and limited brand value.

Wait until the new energy era arrived, and the logic of small cars suddenly changed.

Today's consumers buying a small car, may not necessarily be because they cannot afford a large car.

Instead: convenient city parking; low commute cost; family needs a second car; young people hope to own their own personal expression.

So, Chery reactivating QQ is not essentially retro; but rather seeking the value of small cars in the new energy era.

II. QQ3 Has Proven: It Is Not Revived by Sentiment

Many classic models brought back face a problem: consumers miss the past, but it is hard to pay for sentiment.

However, based on QQ3's current market performance, it shows it is not simply a sentiment marketing.

Since the launch of the new QQ3, it has exceeded 10,000 sales for four consecutive months and has entered overseas markets such as Indonesia and Thailand.

More interestingly, it attracts not only traditional small car consumers.

Official data shows: among QQ3 add-on users, 51.3% come from BBA families; 22.9% of users buy QQ as a gift for family or partners.

This proves QQ3:

Past: It was a car that was "affordable".

Present: It has become a car that is "desired to own".

III. To Become a Sales Leader, QQ3 Must Face Two Strong Rivals

Undoubtedly, QQ3's two strong rivals are BYD Seagull and Geely Star Wish, they both have strong consumer awareness.

First look at BYD Seagull, its advantage might not be in a specific configuration, but in the brand.

BYD new energy has had many years of market precipitation, consumers have formed a very solid cognition of it. When buying new energy, they always think of adding it to the menu.

Generally thought that BYD technology is mature, sales lead, following around buying will never be wrong.

While Geely Star Wish takes another route.

It always emphasizes: small cars can also have large car experiences. For example, space, comfort, driving quality.

For many consumers: "Budget 70,000 to 80,000 yuan, why not buy a more comprehensive small car?"

IV. QQ3's Real Weapon Is Not Parameters But Emotional Value

So, on what basis does QQ3 compete?

The answer, perhaps is not by competing on price or specs. Instead: likes.

Like the Chengdu Auto Show launch of QQ3 Modern Edition, it is not simply adding a few decorations, but Chery wants to create a lifestyle.

For example: Modern Era Green, Annie Pearl color, Houndstooth texture, Velvet material, Chrome details.

Putting these elements on a traditional shuttle car, the meaning is not big. But for QQ, it is very "Nice", because QQ users themselves have strong personalized needs.

According to Chery's statistics, about 80% of QQ3 users will decorate after picking up the car, such as applying decals, changing wheels, changing colors.

So Chery pushing official modified versions is directly responding: since you all like to modify, then simply I help everyone go one step directly.

This is also where QQ learns from MINI, Smart, selling not just a car, but also a kind of identity expression.

V. Does QQ3 Have the Strength to Support Its Ambition?

For QQ3, obviously Chery hopes to change consumers' impression of "small car low specs".

2700mm wheelbase, 15.6-inch center console screen, Carmind large model, automatic parking; L2 level assisted driving. At the same time, it also adopts: rear-wheel drive, rear multi-link independent suspension, 50:50 axle load.

This is actually the core user cognition Chery hopes to establish. QQ3 is not relying solely on looks to go for cute design to catch the eye.

Small cars can also be manufactured according to large car standards.

VI. Can QQ Become Chery New Energy Era Sales Leader?

Our view is: short-term climb is difficult, long-term is worth looking forward to.

Because for the current period to the future, Chery sales basic board, still needs to rely on Tiggo, Fengyun and other larger models to hold up.

And QQ undertakes the task, is to fight for young user entry.

Past Chery's problem, was not no technology; but brand image leans traditional, QQ just undertakes the youth breakout task.

In the future if formed: QQ3 covers urban young users; QQ5 undertakes higher level boutique small car; QQ forms family product matrix.

Then Chery will be very likely to have a brand asset similar to MINI, Smart, which is much more meaningful than a single model selling over 10,000 units in a month.