The main reasons for Chery Automobile's relatively low pricing in the Malaysian market involve its localized production strategy, market competition positioning, and cost control advantages. Taking the Tiggo 7 Pro as an example, the CKD locally assembled version has an on-the-road price of RM123,800 excluding insurance, offering greater price competitiveness than comparable models such as the Proton X70 (RM126,800). Additionally, Chery reduces per-unit costs through economies of scale and employs proven technical solutions like the 1.6T turbocharged engine, maintaining 197 horsepower performance without passing on high R&D costs. To penetrate the market, the brand also provides value-added services such as a 7-year warranty, further enhancing its cost-performance ratio. For instance, the domestic 4WD Explore 06 is priced at approximately RM120,000, whereas the overseas version reaches RM260,000, demonstrating localized production's substantial impact on final retail pricing.
