This article only represents the author's own views.
Japan’s auto market has long been a fortress dominated by hometown giants like Toyota, Honda and Nissan. But Chery Automobile Co. Ltd. (9973.HK) seems to think it has what it takes to break down the walls, as it looks to maintain its status as the largest exporter in China’s increasingly globally focused car-making machine.
Last month, Zhang Guibing, head of Chery’s overseas business division, told Japanese reporters that “a new customer base would emerge in Japan,” by offering cars with “unique features not found in Japanese automakers.” That seemed to imply an initiative involving electric vehicles (EVs), which Japan’s big car brands have largely neglected.
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