Chery puts its Co-Creation ethos to work at 2025 User Summit

Chery Automobile held its 2025 International User Summit from 17 to 21 October, a large-scale event that saw 1,200 guests from over 100 countries and regions gathered in Wuhu, China, the hometown of the car manufacturer.

Apart from the events where the brand's various strategies and upcoming products were shared, an array of test drive activities were also held during the summit.

Chery's test drives weren't simply to showcase its vehicles - surveys and research were conducted to collect user feedback and experiences

Operating under the ethos of 'Co-Create, Co-Define', the test drives weren't simply a one-way showcase of vehicle's prowess. Surveys and user research were conducted, gathering the feedback and information right from the guests that had experienced the brand's latest products.

A myriad of vehicles from the various Chery Automobile sub brands were offered at the event, catering to different driving activities

The test drive activities included Chery Automobile's core brands - Chery, Exeed, Omoda & Jaecoo, iCAUR, Lepas and Luxeed. More than 10 models from these sub brands were offered, with activities that covered the entire spectrum of driving needs, ranging from off-road capability tests, acceleration and braking tests, to the demonstration of technology such as autonomous parking.

Feedback was gathered from the participants - Chery emphasises on the idea of  co-creation, refining its products with feedback gathered from users of its products

Feedback from the participants were gathered with 150 iPads, collecting data on user preferences regarding the various aspects of each model tested and showcased. All surveys were customised by brand, model and market to ensure relevant and actionable insights.

By transforming real-world user experiences into measurable data, Chery's emphasis on co-creation with users of its vehicles allow it to refine and innovate its products to better meet the needs of its users.