Photo: Vardi Group.
The Vardí Group, a company dedicated to distributing automobile brands within Colombia, announced a $50 million investment to boost the Chinese state-owned auto manufacturer Chery in the domestic market.
Chery’s expansion strategy includes opening 10 showrooms and workshops nationwide, generating over 200 direct jobs and multiple indirect jobs. The first Chery showroom is set to open in the capital city of Bogotá, with additional centers due to open in Chía, as well as Cali, Medellín, Bucaramanga, Barranquilla, Pereira, and Cartagena. This network will ensure complete commercial coverage, services, and customer care.
Carlos Andrés Urrego, brand manager of Chery Colombia, stated that: “as a Group, we have always believed in job creation and establishing new businesses that help boost the national economy, and with Chery, in addition to betting on economic development, we hope to develop a sustainable mobility segment with all the growth potential in the country.”
Urrego highlighted that for major cities like Bogotá, Chía, and Cali, Chery will operate with its own showrooms, while strategic partnerships have been established in other cities to ensure a strong market presence.
However, the Vardí Group’s investment is by no means the first of its kind in the region. The influx of Chinese automotive brands has increased in recent years, both nationally and across the Latin American region. Brands like BYD and Jaecoo have intensified their presence in Latin America by increasing their presence in markets such as Mexico, Bolivia and Brazil.
BYD currently leads global electric car sales and is considering establishing a factory in Mexico, and is currently developing an assembly plant in Brazil, reflecting the growing influence of Chinese brands in the Latin American automotive market, within which Chery aims to position itself.
Know the main source:
Grupo Vardí anunció inversión en Colombia por US$50 millones para relanzar su marca Chery | Forbes Colombia (2024, abril 15)
https://forbes.co/2024/04/15/negocios/grupo-vardi-anuncio-inversion-en-colombia-por-us50-millones-para-relanzar-su-marca-chery
Other related sources:
Grupo Vardi anuncia una inversión de US$50 millones para consolidar marca Chery | Valora Analitik (2024, abril 14)
Corporativa Vardí: Más que un grupo | Vardí (s.f.)