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Chery will launch a new brand at the Frankfurt motor show in September, and has teased the new marque’s first model, a small SUV.

The Chinese automaker says the crossover rides on an “all-new high quality platform”. Both the crossover and subsequent models using the platform will be sold in Europe under the new marque.

According to Anning Chen, Chery’s CEO, “In just a few years we intend to start selling a family of vehicles in European markets across multiple segments, with power supplied by a range of electrified powertrains”.

Timing and country-by-country availability of cars from the new brand have yet to be announced.

Chery’s European range will reportedly be motivated by hybrid, plug-in hybrid and pure electric drivetrains. The company is also promising high levels of customisation, “class-leading” connectivity options, and a fun-to-drive personality.

Models from this brand will be targeted at “young, urban, progressive-minded customers”, but the cars will also be engineered to be fleet friendly, as well as meet European safety standards.

Interestingly, the teaser image of the crossover’s grille features Chery’s current logo. It’s not clear whether the new marque will adopt the parent company’s logo, or whether this grille setup will be used for the Chinese market only.

Chery claims to be China’s leading exporter of automobiles for each of the last fourteen years, with 100,000 vehicles exported last year. Much of the company’s success has come from sales in developing countries, where its low prices and high value quotient have helped the company to make inroads.

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