Under the combined pull of new energy transition and growth in overseas demand, pickup market sales grew steadily. Wholesale data from China Passenger Car Association (CPCA) shows (including exports), from January to June 2026, cumulative pickup sales in China reached 343,000 units, a year-on-year increase of 11.9%, among which exports were 188,000 units, up 34% year-on-year. The overseas sales share rose to 55%, becoming an important engine driving overall growth; cumulative new energy pickup sales reached 45,000 units, a slight increase of 8% year-on-year.

In terms of corporate performance, the top 10 pickup manufacturers in the first half of 2026 showed distinct differentiation. Great Wall Motor sold a total of 92,512 pickups, a slight year-on-year decline of 3.9%, but remained number one in the industry. SAIC Maxus accumulated 36,804 units, up 28.1% year-on-year, rising from third place last year to second. Changan Automobile totaled 35,734 units, up 43.9% year-on-year, ranking rising to third in the industry. JAC and Zhengzhou Nissan had similar sales volumes, ranking fourth and fifth respectively. Among them, Zhengzhou Nissan led the top ten industry enterprises with a 51% year-on-year increase.

JMC ranked sixth with 28,704 units, and Foton ranked seventh with 23,288 units; BYD sales were 20,037 units, ranking eighth; Radar New Energy sales were 11,111 units, up 40.5% year-on-year, surpassing Jiangxi Isuzu to take ninth and tenth seats respectively.

Compared to the list from the same period last year, market positions showed significant adjustments. Companies that expanded overseas early and had complete new energy products achieved rapid growth. Brands focusing mainly on the domestic fuel market and with lagging transformation progress faced sales pressure. The pickup industry competitive landscape is undergoing a structural adjustment.

In the first half of 2026, pickup wholesale sales in China generally rose. As the industry leader, Great Wall Motor sold a total of 92,512 pickups in the first half. Despite a 3.9% year-on-year decline, it still ranks first in the industry with absolute advantage. As a leading domestic pickup brand, Great Wall Motor relies on a full series product layout in the 70,000-300,000 price range, advancing together in commercial, passenger, off-road, new energy, and export fields, building a systemic advantage.

SAIC Maxus, ranked second, sold a total of 36,804 pickups in the first half, up 28.1% year-on-year, rising from third place in the industry last year to second. The continuous expansion of export advantages was key to SAIC Maxus's ranking leap. In May, the pickup export scale reached first place in the industry. The monthly sales in June reached 7,871 units, up 83% year-on-year, leading the growth speed in the domestic pickup sub-sectors.

Changan Automobile's market performance was equally bright. Cumulative pickup sales in the first half reached 35,734 units, up 43.9% year-on-year, jumping from sixth place in the industry last year to third. In March, Changan pickup monthly sales exceeded 10,000 units, up 112.4% year-on-year; June sales reached 6,595 units, up 42.7%. The launch of new products such as Changan Hunter K50, combined with continuous expansion of the export market, jointly drove the rebound of Changan pickups.

JAC Pickup, ranked fourth, sold 33,188 units in the first half, a slight increase of 0.8% year-on-year. Long-term deep dive into agriculture, forestry, engineering, and commercial sub-sectors, stable existing customers, but new energy model iteration speed is relatively slow, insufficient new volume support, exiting the top three in the industry.

Zhengzhou Nissan ranks fifth in the industry. Sales were 32,987 units in the first half, up 51% year-on-year. The brand concurrently advanced off-road, new energy, and internationalization layouts. Updated King Ray and Navara fuel models within the year; launched Fengtian plug-in hybrid and Ruiqi pure electric pickups to perfect the power matrix; new energy model sales increase was prominent, Fengtian series went overseas in batches and secured orders from multiple South American countries. Products and overseas channels jointly drove sales growth.

JMC sold 28,704 pickups in the first half, up 1.0% year-on-year. Ranking dropped from fourth place last year to sixth. In the first half, JMC launched two core models: the brand new Baodian and Dadao. But it did not reverse the market landscape. The brand new Baodian faces intense price competition in the commercial tool vehicle market; although the Dadao series saw obvious product capability upgrades, the launch time was late, combined with poor export performance, overall sales faced pressure.

Foton Motor sold 23,288 pickups in the first half, up 21.6% year-on-year, ranking seventh. Exports became the main driver of Foton pickup growth. Public data shows that from January to May 2026, pickup exports exceeded 15,000 units, growing rapidly year-on-year, focusing on deepening regional markets such as Latin America, Africa, and Oceania.

BYD sold 20,037 pickups in the first half, down 25.8% year-on-year. Ranking dropped from fifth place last year to eighth. As a new entrant in the pickup industry, BYD previously relied mainly on overseas exports to drive sales, but since 2026, competition in export markets has intensified. Combined with its "Shark" pickup not yet scaling up domestically, overall sales faced pressure. However, from a new energy dimension, BYD remains an important force in the pickup market. In June, new energy pickup overseas sales reached 4,000 units, maintaining leadership in the new energy pickup sub-sector.

Radar New Energy, under Geely, sold 11,111 pickups in the first half, up 40.5% year-on-year, surpassing Jiangxi Isuzu to rise to ninth place in the industry. This year, Geely Radar launched the King Kong EV pure electric pickup, supplying nationwide markets for commercial scenarios such as agriculture, forestry, and urban-rural distribution. It simultaneously laid out Thailand and Philippines overseas markets, achieving continuous rise in sub-sector market share.

Jiangxi Isuzu sold 11,008 pickups in the first half, a slight decrease of 0.8% year-on-year, falling back to tenth place in the industry. Jiangxi Isuzu relies on diesel hard-core pickups to stabilize engineering and off-road fixed customers, but development has multiple constraints: vehicle iteration update rhythm is relatively slow, new energy model implementation progress lags behind peers, meanwhile product pricing lacks competitiveness, lacking effective volume support, overall growth space is hard to open.

Di bawah tolakan bersama transformasi tenaga baru dan pertumbuhan permintaan luar negara, jualan pasaran Pickup meningkat secara stabil. Data borong yang dipaparkan oleh Bahagian Pembindahan Persatuan Pengedaran Kenderaan China (termasuk eksport) menunjukkan (Januari - Jun 2026), jumlah kumulatif jualan Pickup di negara kita sebanyak 343,000 buah, meningkat 11.9% secara tahunan, di mana eksport sebanyak 188,000 buah, meningkat 34%, nisbah jualan luar negara meningkat ke 55%, telah menjadi enjin penting menarik pertumbuhan pasaran keseluruhan; jualan kumulatif Pickup Tenaga Baru sebanyak 45,000 buah, meningkat sedikit 8% secara tahunan.

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Dari segi prestasi perusahaan, Top 10 pengeluar jualan Pickup Semi Tahun 2026 mempunyai ciri pembezaan yang ketara. Great Wall Motor累计销售 Pickup 92,512 buah, menurun sedikit 3.9% secara tahunan, kekal berada di posisi pertama industri; SAIC MAXUS累计销售 36,804 buah, meningkat 28.1%, dari posisi ketiga tempoh sama tahun lalu naik ke posisi kedua; Changan累计销售 35,734 buah, meningkat 43.9%, posisi naik ke ketiga industri; JAC, Nissan Zhengzhou isi padu jualan hampir sama, menempati keempat, kelima, di mana Nissan Zhengzhou dengan peningkatan tahunan 51% memimpin sepuluh syarikat industri.

JMC menjual Pickup 28,704 buah menempati keenam, Foton 23,288 buah ketujuh; jualan BYD 20,037 buah kedelapan; Radar Tenaga Baru 11,111 buah meningkat 40.5%, lampaui Jiangxi Isuzu masing-masing menduduki kesembilan, kesepuluh.

Dibandingkan dengan senarai tempoh yang sama tahun lalu, posisi pasaran menunjukkan penyesuaian jelas, layout eksport awal, produk tenaga baru lengkap perusahaan mencapai pertumbuhan cepat, fokus ke pasaran minyak domestik, jalan transformasi lambat brand jualan tertekan, struktur persaingan industri Pickup menghadapi penyesuaian struktur.

Semi Tahun 2026, jualan borong Pickup negara kita secara keseluruhan meningkat. Great Wall Pickup sebagai pemimpin industri, Semi Tahun 累计销售 Pickup 92,512 buah, meskipun menurun 3.9% secara tahunan, dengan kelebihan mutlak kekal di posisi pertama industri. Sebagai jenama terkemuka Pickup domestik, Great Wall Pickup bersandar layout harga semua siri produk 70,000-300,000 RMB, di perniagaan, penumpang, off-road, tenaga baru dan eksport bergerak seiring, membina kelebihan sistem.

Posisi kedua SAIC MAXUS, Semi Tahun 累计销售 Pickup 36,804 buah, meningkat 28.1%, dari posisi ketiga industri tempoh sama tahun lalu naik ke kedua. Kelebihan eksport berkembang berterusan adalah kunci lonjakan posisi SAIC MAXUS, skala eksort Pickup Mei mencapai posisi pertama industri. Jualan sebulan Jun 7,871 buah, meningkat 83%, kelajuan pertumbuhan memimpin segmen khusus Pickup domestik.

Prestasi pasaran Changan juga cemerlang, Semi Tahun 累计销售 Pickup 35,734 buah, meningkat 43.9%, posisi dari posisi keenam industri tempoh sama tahun lalu naik ke ketiga. Jualan sebulan Mac Changan Pickup mengatasi 10,000 buah, meningkat 112.4%; jualan Jun 6,595 buah, meningkat 42.7%. Pelancaran produk baharu seperti Changan Hunter K50, digabungkan dengan pengembangan berterusan pasaran eksport, sama-sama mendorong pemulihan jualan Changan Pickup.

Posisi keempat JAC Pickup Semi Tahun 33,188 buah, meningkat sedikit 0.8% tahunan, menanamkan diri mendalam dalam segmen khusus pertanian, kehutanan, kejuruteraan perniagaan, pelanggan sedia ada stabil, namun kelajuan pengulangan model tenaga baru agak perlahan, sokongan peningkatan baharu tidak mencukupi, keluar dari tiga teratas industri.

Nissan Zhengzhou posisi kelima industri, Semi Tahun 32,987 buah, meningkat 51%. Jenama memajukan secara serentak off-road, tenaga baru, layout antarabangsa, dalam tahun kemas kini Jinruiqi, Navara jenis minyak, melancarkan Fengtan Hybrid Plug-in, Ruiqi elektrik Pickup melengkapi matriks kuasa; jualan model tenaga baru kadar kenaikan mencolok, siri Fengtan eksport kuantiti besar dan mendapatkan tempahan pelbagai negara Amerika Selatan, produk dan saluran luar negara bersama-sama menarik peningkatan jualan.

JMC Semi Tahun 28,704 buah, meningkat 1.0%, posisi dari posisi keempat industri tempoh sama tahun lalu turun ke keenam. JMC Semi Tahun sekali keluar Baodian, Dadai dua model teras, namun tidak membalikkan corak pasaran. Baodian Baru menghadapi persaingan harga dalam pasaran kereta alat perkakas perniagaan; Dadai siri walaupun kuasa produk jelas naik, namun masa keluaran agak lewat, digabungkan prestasi eksport tidak baik, jualan keseluruhan tertekan.

Foton Semi Tahun 23,288 buah, meningkat 21.6%, posisi ketujuh. Eksport menjadi pemacu utama pertumbuhan Foton Pickup, data awam menunjukkan, Januari - Mei 2026 eksport Pickup melebihi 15,000 buah, meningkat pesat secara tahunan, fokus mendalam pasaran rantau Amerika Latin, Afrika, Oceania.

BYD Semi Tahun 20,037 buah, menurun 25.8%, posisi dari posisi kelima industri tempoh sama tahun lalu jatuh ke kelapan. Sebagai pemasuk baharu industri Pickup, BYD sebelum ini terutama bergantung eksport luar negara menarik jualan, namun sejak 2026 persaingan pasaran eksport semakin sengit, digabungkan "Hiiu" Pickup belum dikeluarkan dalam skala besar domestik, menyebabkan jualan keseluruhan tertekan. Namun dari dimensi tenaga baru, BYD tetap kekuatan penting pasaran Pickup, jualan luar negara Pickup Tenaga Baru Jun 4,000 buah, kekal kepimpinan dalam bidang khusus Pickup Tenaga Baru.

Di bawah Geely Radar Kenderaan Listrik, Semi Tahun 11,111 buah, meningkat 40.5%, lampaui Jiangxi Isuzu naik ke kesembilan industri. Tahun ini, Geely Radar melancarkan Jingkang EV Pickup Elektrik, untuk senario perniagaan pertanian, bandar dan bandar luar, banyak tempat di seluruh negara penyebar, serentak layout Thailand, Filipina pasaran luar negara, mencapai bahagian pasaran khusus terus naik.

Jiangxi Isuzu Semi Tahun 11,008 buah, menurun sedikit 0.8%, jatuh ke kesepuluh industri. Jiangxi Isuzu bersandar pada Pickup Diesel Tegas mantapkan pelanggan tetap kejuruteraan, off-road, namun perkembangan ada sekatan pelbagai: kelajuan pengemaskinian kenderaan lengkap agak perlahan, kelajuan pelaksanaan model tenaga baru ketinggalan rakan, sekaligus harga produk kurang daya saing, kekurangan sokongan pertumbuhan berkesan, ruang pertumbuhan keseluruhan sukar dibuka.

Tahun lalu, jumlah eksport kenderaan China melampaui Jepun, menduduki tempat pertama di dunia; separuh tahun ini, jumlah eksport meningkat lagi 65.3%, dijangka mengatasi paras 10 juta unit sepanjang tahun. Angka ini amat berimpak, tetapi di sebalik kilauan itu, realiti memalukan mula kelihatan: kereta semakin banyak dijual, tetapi tembok peraturan yang dihadapi semakin tinggi.

Kesatuan Eropah mengenakan cukai antisubsidi sehingga 35.3% untuk kenderaan elektrik tulen buatan China, kadar cukai gabungan melebihi 45%; Brazil menaikkan cukai impor kenderaan elektrik kepada 35% secara seragam bermula 1 Julai; Thailand melaksanakan mekanisme komitmen pengeluaran, menuntut setiap 1 kenderaan yang diimport mesti dihasilkan 2 kenderaan di tempatan; Afrika Selatan juga sedang mempertimbangkan untuk menaikkan cukai impor kenderaan siap dari China dan India kepada 50%.

Dari Eropah ke Amerika Latin, dari Asia Tenggara ke Afrika, kenderaan China sedang menghadapi pengepungan dari segala arah. Model aset ringan yang bergantung pada pengeluaran di dalam negara dan jualan ke luar negara, had maksimumnya hampir tercapai.

3 Julai 2026, Chery memainkan langkah di Pretoria, Afrika Selatan, secara rasmi mengambil alih kilang Rosslyn yang dioperasikan Nissan selama hampir 60 tahun. Ini nampak seperti transaksi biasa bagi Nissan untuk membatalkan kerugian dan Chery untuk mengembangkan kapasiti, tetapi jika dilihat di bawah tema 'bagaimana syarikat automotif China benar-benar berakar di luar negara' ini, bebannya berbeza.

Nissan membuang beban, Chery mengambil kapasiti

Penjualan kilang Rosslyn adalah sebahagian daripada pelan global Nissan 'Re:Nissan'. Dalam dua tahun kewangan 2024 dan 2025, kerugian gabungan Nissan melebihi 1.2 trilion Yen. Mengikut pelan restrukturisasi, Nissan akan menutup 7 kilang global dan pemangkasan kerja sekitar 20,000 orang sebelum tahun kewangan 2027, pangkalan pengeluaran global dikurangkan daripada 17 kepada 10.

Kilang ini pernah menghasilkan model seperti lori pikap Navara, NP200, dan lain-lain, produk menjangkau lebih 40 negara Afrika. Tetapi kegunaan kapasiti pengeluaran menurun berterusan dalam beberapa tahun kebelakangan ini. Selepas NP200 dihentikan pengeluaran pada Mac 2024, Navara menjadi satu-satunya model yang sedang dihasilkan di kilang, namun jualan bulanan hanya beberapa ratus unit. Mei 2025, Nissan mengumumkan pengeluaran tempatan Navara juga akan ditamatkan. Bagi Nissan, kilang ini telah berubah daripada aset menjadi beban.

Bagi Chery, mengambil alih kilang sedia ada lebih efisien daripada membina kilang dari sifar. Chery memasuki pasaran Afrika Selatan sejak 2021, keluk pertumbuhannya curam. Pada titik pengembangan pantas, kapasiti tempatan bermaksud mengelakkan risiko mata wang dan cukai, juga boleh menyediakan asas perkakasan untuk mengembangkan bahagian pasaran seterusnya.

Yang lebih penting, pembelian ini adalah satu langkah dalam 'pemainan globalisasi sistem' Chery. Pada tahun ini, Chery bukan sekadar menjual kereta, tetapi mendiami sistem industri secara menyeluruh termasuk penyelidikan, pembuatan, operasi, piawaian ke pasaran luar negara.

Di Eropah, pusat operasi dan institut penyelidikan Eropah di Barcelona, Sepanyol telah dilancarkan, kilang bersama dengan EBRO juga telah beroperasi; Di Asia Tenggara, kilang baharu bernilai 800 juta USD di Vietnam sedang diteruskan. Kilang Rosslyn Afrika Selatan pula diletakkan sebagai hab automotif komprehensif yang merangkumi Afrika Selatan.

Penyusunan tiga tempat saling sokongan, satu rangkaian pembuatan global sedang terbentuk.

Tantangan sebenar langkah Afrika Selatan

Selepas penyerahan kilang, ujian sebenar mungkin baru sahaja bermula.

Chery berjanji mengekalkan semua 692 pekerja, rancangan pengeluaran pertengahan 2027, kapasiti jangka panjang satu giliran 50,000 unit, dan berusaha mencapai kadar tempatanisasi 40% sebelum 2028. Dan 40% inilah yang menjadi masalah teras.

Sekarang Afrika Selatan mengenakan cukai kira-kira 25% untuk impor kenderaan siap, kerajaan sedang merancang untuk menaikkan kadar kepada had maksimum 50% yang dibenarkan oleh WTO. Apabila dilaksanakan, model impor yang kebanyakannya berjenama China dan India akan menghadapi tekanan kos langsung.

Inilah sebenarnya adalah kelebihan bagi Chery. Namun ada kebimbangan tersembunyi, jika kemajuan tempatanisasi tidak mengikut, kos impor komponen akan meningkatkan kos pembuatan kenderaan siap dengan cepat.

Lebih nyata, saiz pasaran tempatan Afrika Selatan adalah terhad, jualan kenderaan baharu tahunan kira-kira 550,000 unit, jauh tidak mencukupi untuk menyokong penyerapan kapasiti berskala besar. Jika kapasiti kilang Rosslyn perlu dipenuhi sepenuhnya, Chery mesti menjadikan Afrika Selatan sebagai pangkalan eksport, menjual kereta ke selatan Afrika bahkan pasaran yang lebih jauh. Tetapi saiz pasaran automotif kebanyakan negara Afrika amat kecil, infrastruktur lemah, laluan eksport tidak lancar.

Sementara itu, asas industri komponen tempatan Afrika Selatan tidak mengembirakan. Data persatuan industri automotif Afrika Selatan menunjukkan, hanya 33% kenderaan di buat di tempatan Afrika Selatan pada 2025, penurunan besar berbanding paras sebelumnya melebihi 50%.

Industri komponen tempatan Afrika Selatan bergantung lama pada pesanan syarikat automotif multinasional. Dengan jenama seperti General Motors, Ford, Nissan keluar atau mengurangkan pengeluaran tempatan, sistem pembekal komponen telah mengalami kemerosotan.

Chery perlu mencapai kadar tempatanisasi 40% dalam tempoh tiga tahun, bermaksud perlu membina atau memulihkan keseluruhan rangkaian bekalan dari sifar, mengambil pembekal komponen China, dan lengkapkan pengesahan tempatan dan persediaan pengeluaran, jadual agak mendesak.

Kesimpulan

Apabila bidak kilang Rosslyn ini diletakkan, corak di atas papan mula berubah. Ini adalah titik tanda aras peralihan eksport automotif China daripada 'jenis perdagangan' kepada 'jenis berakar'.

Dalam konteks tembok halangan cukai yang mengepung dari segala arah, model aset ringan yang bergantung pada eksport kenderaan siap sudah sukar diteruskan. Chery memilih jalan yang lebih mampan, mendemakan sistem industri secara menyeluruh termasuk penyelidikan, pembuatan, rantai bekalan, piawaian ke pasaran luar negara.

Jalan ini tidak rata. Kadar tempatanisasi 40%, sistem komponen rapuh, kapasiti pasaran terhad, setiap satu adalah halangan yang perlu dilalui. Tetapi Chery bukan bermula dari sifar.

Pengalaman operasi terkumpul selepas bertahun-tahun bergelut di luar negara, dan daya saing global rantaian bekalan automotif China menyediakan sokongan kos dan teknologi, penyusunan di Sepanyol, Vietnam, Afrika Selatan sedang membentuk kesan rangkaian.

Mungkin paling sesuai untuk mengakhiri dengan kata-kata Chery sendiri di media sosial "Satu era baharu akan tiba. Bermula saat ini, kereta Chery akan membanggakan melayani Afrika Selatan, dibuat di Afrika Selatan."

Ungkapan ini bukan hanya mengenai nasib sebuah kilang, juga merupakan satu peralihan asas yang sedang dialami oleh eksport automotif China, dari menjual satu kenderaan kepada menanam satu akar, inilah globalisasi dalam erti kata sebenar.

Last year, China's passenger vehicle exports surpassed Japan to take the global top spot; in the first half of this year, exports increased by another 65.3%, with the full year expected to break the 10 million vehicle milestone. This number is striking, but behind the glamour, an awkward reality is emerging: cars are selling in increasing volumes, but the walls of regulations are getting higher and higher.

The EU imposed countervailing duties of up to 35.3% on pure electric vehicles made in China, pushing the combined tax rate above 45%; Brazil raised import tariffs for electric vehicles uniformly to 35% starting from July 1st; Thailand implemented a 'production wager' mechanism, requiring the local production of 2 vehicles for every 1 imported; South Africa is also considering raising the import tariff for complete vehicles from China and India to 50%.

From Europe to Latin America, from Southeast Asia to Africa, Chinese automobiles are facing encirclement on all sides. The light-asset model of producing domestically and selling overseas has hit its ceiling.

On July 3, 2026, Chery made a move in Pretoria, South Africa, formally taking over the Rosslyn Plant, which Nissan had operated for nearly 60 years. This appears to be an ordinary transaction for Nissan to cut losses and Chery to expand production, but viewed under the proposition of 'how Chinese automakers can truly take root overseas', its weight is quite different.

Nissan Sheds Burden, Chery Takes Capacity

The sale of the Rosslyn Plant is part of Nissan's global restructuring plan 'Re:Nissan'. In the 2024 and 2025 fiscal years combined, Nissan reported a total loss exceeding 1.2 trillion yen. According to the restructuring plan, Nissan will close 7 plants globally and lay off about 20,000 people before the 2027 fiscal year, reducing global production bases from 17 to 10.

This factory previously produced models such as the Navara pickup and NP200, with products covering more than 40 African nations. However, capacity utilization rates have continued to decline in recent years. After the NP200 stopped production in March 2024, Navara became the factory's only in-production model, yet monthly sales were only a few hundred units. In May 2025, Nissan announced that local production of Navara would also cease. For Nissan, this factory has transformed from an asset into a burden.

For Chery, taking over an existing factory is more efficient than building from scratch. Chery entered the South African market in 2021, showing a steep growth curve. At this node of rapid expansion, local capacity means avoiding exchange rate and tariff risks, and also provides a hardware foundation for the next step of expanding market share.

More importantly, this acquisition is a piece in Chery's 'systematic overseas expansion' chess game. Since the beginning of this year, Chery has not just been selling cars but has deeply planted the roots of an entire industrial chain, including R&D, manufacturing, operations, and standards, into overseas markets.

In Europe, the European Operation Center and Research Institute in Barcelona, Spain, have been commissioned, and the joint venture factory with EBRO has also started production and operations; in Southeast Asia, a new factory in Vietnam worth 800 million USD is under promotion. The South African Rosslyn Plant is positioned as a comprehensive automotive hub radiating to Southern Africa.

The layout of these three locations supports each other, and a global manufacturing network is taking shape.

The Real Challenges of the South Africa Move

With the factory handover complete, the real test may have just begun.

Chery committed to retaining all 692 employees, planning to start production in mid-2027, with a future single-shift capacity of 50,000 units, and striving to achieve a 40% localization rate before 2028. This 40% is the core challenge.

Currently, South Africa imposes import tariffs of about 25% on complete vehicles, with the government considering raising the tax rate to the WTO-allowed limit of 50%. Once implemented, imported models dominated by Chinese and Indian brands will face direct cost pressures.

This is actually a positive for Chery. However, there are concerns; if the localization progress cannot keep up, the cost of importing parts will rapidly increase the overall vehicle manufacturing cost.

More realistically, the South African domestic market size is limited, with new car sales of about 550,000 per year, far insufficient to absorb large-scale production capacity. If the capacity of the Rosslyn Plant is to be fully utilized, Chery must treat South Africa as an export base, selling cars to Southern Africa and even farther markets. However, the automotive market size in most African countries is extremely small, infrastructure is weak, and export channels are not smooth.

Meanwhile, the foundation of the South African local parts industry is not optimistic. Data from the Motor Industry Association of South Africa shows that in 2025, only 33% of vehicles were manufactured locally in South Africa, a significant drop from the previous level of over 50%.

The South African local parts industry has long relied on orders from multinational automakers. As brands such as General Motors, Ford, and Nissan successively withdrew or reduced local production, the parts supplier system has already begun to shrink.

For Chery to achieve a 40% localization rate within three years, it means building or restoring an entire supply chain from scratch, introducing Chinese parts suppliers, and completing localization certification and production preparation. The schedule is quite tight.

Conclusion

Once this chess piece, the Rosslyn Plant, is placed, the situation on the chessboard begins to change. This is a landmark node for Chinese automotive export shifting from 'trade-type' to 'rooted-type'.

Against the background of tariff barriers encircling on all sides, the light-asset model relying on complete vehicle exports is unsustainable. Chery has chosen a more sustainable path, deeply planting an entire industrial root system including R&D, manufacturing, supply chain, and standards into overseas markets.

This path is not smooth. The 40% localization rate, the fragile parts system, and limited market capacity, each is a threshold that needs to be crossed. But Chery is not starting from zero.

The operational experience accumulated over more than 20 years of struggling overseas, as well as the global competitiveness of the Chinese automotive supply chain providing cost and technical support, its layout in Spain, Vietnam, and South Africa is forming a network effect.

Perhaps the most fitting conclusion is the words from Chery itself on social media: 'A new era is coming. From this moment on, Chery Automobile will proudly serve South Africa, manufactured in South Africa.'

This statement speaks not only of the fate of a factory but also of a fundamental transformation that Chinese automotive export is undergoing: from selling a car to rooting in a place. This is true globalization.