As the global auto industry accelerates toward full electrification, Chinese automaker Chery is charting a more strategic route in South Africa — prioritizing hybrid vehicles over full electric vehicles (EVs).
While many brands are racing to bring battery-electric models to the local market, Chery’s decision to focus on hybrids reflects a deeper understanding of South Africa’s energy infrastructure, consumer needs, and economic realities.
But why exactly has Chery taken the hybrid-first approach, and what does it mean for the South African automotive landscape?
Understanding South Africa’s Energy and EV Readiness
One of the biggest barriers to EV adoption in South Africa is unstable electricity supply. With persistent load-shedding, many households and businesses cannot reliably charge EVs. This creates a major hurdle for the widespread rollout of full-electric vehicles.
In addition:
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Public charging infrastructure is limited, especially outside of major urban centers.
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High import costs and taxes on electric vehicles make them unaffordable to most middle-class consumers.
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The market for used EVs is still virtually non-existent.
In this context, Chery’s decision to introduce plug-in and self-charging hybrids instead of full EVs is not only pragmatic — it’s forward-thinking.
Hybrids as a Bridging Technology
Chery’s Super Hybrid (CSH) technology combines the benefits of internal combustion engines with the efficiency and eco-friendliness of electric drive systems. Their upcoming models, like the Tiggo 7 Pro e+ and Tiggo Cross Hybrid, are designed to:
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Reduce fuel consumption significantly (down to as low as 1.3–3.0 L/100 km)
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Allow for electric-only driving in urban areas for up to 95 km
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Avoid the need for external charging infrastructure
For South African consumers, this means:
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Lower fuel bills without the risk of being stranded by power cuts
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Lower environmental impact without fully committing to EV ownership
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Improved driving range, especially in regions with limited service or charging points
Hybrids offer a gradual transition toward electric mobility — and Chery is using them to build local trust and brand confidence.
Affordability and Market Strategy
Affordability is another key factor in Chery’s hybrid-over-EV strategy. While EVs often carry a price premium of R800,000 or more, Chery’s hybrid offerings are expected to be more accessible, potentially starting in the R500,000–R600,000 range.
This price positioning places Chery in direct competition with other value-driven hybrid SUVs, such as:
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Toyota Corolla Cross Hybrid
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Haval H6 Hybrid
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GWM Jolion HEV
Chery’s edge lies in delivering higher performance specs, modern styling, and intelligent hybrid drive systems at competitive prices.
Building a Future-Proof Brand
By focusing on hybrids, Chery is not just adapting to South Africa’s current conditions — it’s positioning itself for long-term success. The company is:
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Educating the market about electrified mobility
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Preparing its dealer and service network for eventual EV adoption
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Gathering local user feedback to inform its EV rollout strategy
Chery has hinted that full EVs will come once the market is ready, but for now, hybrids serve as a smart entry point that balances innovation with practicality.
Chery’s decision to prioritize hybrids over full EVs in South Africa is a calculated move grounded in market reality.
With its Super Hybrid models, the brand is offering a solution that fits the country’s current energy challenges, while still promoting environmental sustainability and cost savings.
As the automotive sector evolves, Chery’s hybrid-first strategy may prove to be the most effective path toward cleaner, more efficient mobility — one step at a time.
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