This Chery is for real

As I’m reading the news of a possible taxpayer-funded auto industry bailout / GM bailout I thought I’d offer some observations from down here in Peru.

On my morning walk when I return from teaching at ICPNA I walk by a car dealership where you find brand new, made-in-China Chery cars. These are still a small minority here in Cusco, but you occasionally notice one of them as well as a few Indian Mahindra trucks. The majority of vehicles here are the popular Asian brands, the ever-present “Tico” and a few VW cars. I rarely see any US brands, save for the occasional antique landyacht.

I think the trouble at the “Big 3” US automakers reflects a corporate culture of staying in a comfort zone that I wrote about in a previous post. While the Latin American market isn’t very big by US standards, it is a developing market and the US manufacturers seem to have largely ignored it. On the other hand, US outsourcing has helped create the world’s manufacturing base in Asia – with which GM, Ford and Chrysler now have to compete.

Update: check out this great analysis of Detroit’s 20th century mistakes.

In addition to all of the discussion that is sure to follow about inefficiencies, quality, labor relations and product design, I believe US businesses in general need to rethink how to build a global presence in order to be successful. Don’t outsource your core business and if you do source overseas, build up good relations with your foreign partners and establish your brand there – if only in anticipation of future growth. The idea of cheap overseas labor without some valuable presence in the market where you buy the labor is an unsustainable illusion.

I don’t think the near-term options for the US auto manufacturers are very attractive, and a big wad of government cash won’t solve their predicament unless they also improve their business plans to resolve the underlying problems in their industry. In addition, I’m a bit skeptical that GM and the rest of the industry is waving the white flag just at a time when big government bailouts are the flavor of the day, and a president supported by organized labor was just elected.

Ward Welvaert

international business
turnaround consulting
aviation/airline consulting
CIS applications

New Chery cars at a Peruvian dealership

New Chery cars at a Peruvian dealership

New Chery cars at a Peruvian dealership

New Chery cars at a Peruvian dealership

8 thoughts on “This Chery is for real

  1. there have reports of Chery cars not being up to the saftey standards required in the UK. I am sure they will improve and they will go on sale here. I really like cars from Japan and Korea and it has not taken long for the quality of Korean cars to improve to the point that they now offer real competion to the main brands. I am sure that China will be next .

  2. I don’t know much about the cars specifically. I’m pretty sure they’re not ready/intended for the US market at this time, but if the US manufacturers can’t deal with their current problems someone will undoubtedly step up to take their place in the market.

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  4. I thought you were making a joke. you really meant there was a brand called, “Chery”? I thought they were like a parody on the brand name “Chevy”.

    the problem with the U.S. auto market is our labor is too expensive. I’m not one to blame this entirely on the unions. If there were multiple car companies some union and some not then the companies doing better could “reward” their labor better based on success. Because there are only three companies the business model was socialized before it was socialized. The infrastructure collapse is caving in. If we give them money and set them on their way we should break them up as well and reset union agreements based on a contractual merit

  5. Thanks Noah.

    ‘Chery’ is the brand’s real name. I think there has been some discussion about GM challenging the ‘Chery’ name in the US, should ‘Chery’ ever decide to sell cars in the US.

    In a way you could argue there’s no ‘Big-3’, it’s become one big enterprise, joined by labor contracts, common suppliers, etc. Looking at the success of some smaller, independent companies such as Porsche, BMW and Honda, you could argue for smaller and independent manufacturers, as opposed to – for example – a GM – Chrysler merger.

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