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Chinese automaker Chery has officially ended its partnership with Ghandhara Automobiles Limited (GAL), formerly Ghandhara Nissan Limited, as it gears up to collaborate with a financially stronger partner in Pakistan. According to industry insiders, this strategic initiative is an integral component of Chery’s comprehensive strategy to enhance its position in the domestic automotive market, with an official announcement anticipated soon.
The decision comes as Chery redirects its emphasis towards enhancing its sales performance and after-sales service in Pakistan. The decision is thought to have been influenced by dissatisfaction with GAL’s performance throughout their four-year contract, which commenced in 2021 and concluded in December 2024. Notwithstanding the introduction of the Tiggo 4 Pro and Tiggo 8 Pro SUVs as a result of the partnership, these vehicles encountered challenges in establishing a substantial presence within Pakistan’s fiercely competitive automotive market.
Aggressive Market Re-Entry Planned for 2025
Chery’s plans to launch its sub-brands, Omoda and Jaecoo, in Pakistan, thereby enhancing its current lineup of Chery-branded vehicles. This strategy indicates a robust re-entry into the market, as the automaker seeks to broaden its presence and secure a greater share of the market.
Industry analysts believe that Chery’s new partner can provide considerable amounts of capital and management expertise that would allow the company to directly challenge competitors such as Toyota, Honda, or Kia. This is expected to lead to enhanced product portfolios and localization of vehicle parts as well as better after-sales services.
With the new plan and a better partner, Chery poses to offer much more to the consumers in Pakistan. The new partnership will open new avenues for increasing dealership facilities and enhancing customer satisfaction.
The official announcement regarding Chery’s new collaboration is anticipated soon, and industry experts believe it could mark a turning point for the brand in Pakistan. By prioritizing a financially robust partnership, Chery is positioning itself to navigate the challenges of the local market and strengthen its position in the country’s growing automotive industry.
