Summary of Key Points
In order to enhance its international influence and technical capabilities, Chery's Xingtu brand has joined the 24 Hours of Le Mans endurance race (one of the three top-tier events in the world) as a manufacturer's team. The technology tested on the track is then applied to its production models (such as the EMB linear braking system and the "Flying Fish" chassis), and professional drivers are used to reinforce the brand's performance credentials. This strategy has been highly successful in overseas markets, with exports ranking first for 23 consecutive years and strong sales in Europe and Russia. However, in China, due to a lack of racing culture and consumers' focus on more practical features like refrigerators and televisions, Xingtu's sales have grown slowly. Chery is adopting a "two-pronged approach": gaining market traction overseas through racing, while addressing domestic shortcomings in intelligent driving technology and waiting for the racing culture to mature. This is a long-term brand strategy.
Why Did Chery Choose to Participate in Le Mans?
The 24 Hours of Le Mans is no ordinary race—it requires drivers to keep going for 24 consecutive hours, putting the vehicle's reliability and durability to the ultimate test, making it a true "touchstone" for top global brands (Audi and Alfa Romeo have both gained fame through this event). Chery Xingtu's participation as the first Chinese manufacturer's team is not just a formality; they have invested heavily in building a competitive team and participating in the race. Why go to such lengths?
- What overseas dealers have said: "Without track results, foreigners won't take you seriously." European customers prioritize chassis quality, handling, and durability when buying cars, which are precisely what can be proven by racing.
- Export success requires a solid foundation: Chery aims to export 1.34 million vehicles in 2025 (the highest for 23 consecutive years), with exports accounting for nearly 70% of total sales in the first half of 2026. Xingtu Yao Guang has ranked among the top three in the European market, and it sells better than BMW in Russia. These achievements are backed by the trust that comes from racing technology—consumers believe vehicles capable of competing in Le Mans must be of high quality.
What Benefits Has Le Mans Brought to Xingtu?
Le Mans is a true "technology laboratory," where Chery has developed advanced features for its production models:
- EMB Linear Braking System: First adopted globally, with a response time of 90 milliseconds (twice as fast as traditional brakes) and a braking distance of 33 meters (top-tier in its class), all due to the rigorous requirements of Le Mans.
- Flying Fish Chassis 2.0: Features front double-wishbone and rear five-link suspensions (typically found in cars costing over 400,000 yuan), improving lateral stability by 50% and reducing steering response time to 0.08 seconds (faster than the blink of an eye). During tests at the Tianma track, the Xingtu ES performed as well as the Porsche Panamera, demonstrating the precision of these adjustments.
- Driver endorsement: Chery has partnered with CTCC four-time champion Zhang Zhendong, who works closely with the chassis team and takes customers on track experiences. Tao Pengfei also drove a Xingtu TX to victory in an elk testing event. Using experts like him for validation is much more credible than relying on popular celebrities.
Why Don't Domestic Consumers Buy Xingtu?
Despite its success overseas, Xingtu's sales in China declined by 15% in 2025 due to several factors:
- Lack of racing culture: There are only 28 million car racing enthusiasts in China, compared to hundreds of millions of car owners. Consumers focus more on practical features like seat comfort and refrigeration options, not on race performance.
- Slow adoption of new technologies: Chery's technological improvements take time to be recognized; the domestic market is highly competitive, with a focus on smart driving and large screens, making its racing achievements seem out of place.
- Cognitive gap: Automotive students at Tongji University understand the importance of chassis design, but they can't afford such cars. Ordinary consumers rarely have access to racing experiences and see little relevance between Le Mans and their daily lives.
Chery's Two-Pronged Approach
Chery is not giving up on the Chinese market; instead, it focuses on:
- Improving intelligent driving: The Xingtu ES' Falcon 700 intelligent driving system has won six consecutive Chinese smart driving competitions and performs well in complex scenarios like shopping mall parking lots, addressing concerns about focusing only on performance.
- Waiting for the next generation to grow up: Today's students may be volunteers, but they will become future car owners. Chery is planting the seeds of racing culture in their minds, and when they buy cars, they may recognize Xingtu's technical strengths.
- Benefiting from overseas success: Positive feedback from overseas markets (e.g., Xingtu selling better than BMW in Europe) will help change domestic consumers' perceptions of the brand.
Is This Long-Term Strategy Worth It?
Although sales are slow for now, Chery's approach is sound:
- Technological gains: The reliability and handling improvements derived from Le Mans are unique and cannot be achieved by simply adding more features.
- Brand building: Countries like Germany (with Nurburgring) and Japan (with Suzuka) have strong racing cultures. Chery is helping to establish such a culture for Chinese automobiles.
- Overseas as a foundation: With 940,000 vehicles sold overseas in the first half of 2026 and 410,000 in China, overseas profits can support long-term investment.
As that Tongji student put it, "China isn't lacking in car racing enthusiasts; it's just that not many people buy these cars." But eventually, as the younger generation grows up, Xingtu's connection to Le Mans will become more widely recognized.
In conclusion: Chery is not taking a gamble; it is doing what comes naturally in the automotive industry: using racing to refine technology and build trust. Good cars will be recognized, both domestically and internationally.
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