Chery Automobile is an efficient producer of low-cost fuel efficient cars. Under these circumstances, product adaptation will be ideal for the company in order to be successful. It will be appropriate for the company to focus on small car manufacturing (especially, popular QQ range) for the middle class segment with slight adjustment in the product style like, engine and outward appearance, suitable for U. Regional product and regional brand image strategy analysis is required, before designing the product to meet customer needs. One more important factor for product development in U. is the high level of pollution emission standards that is needed to be met in U. This may involve sufficient alteration of existing models (Aut Guanzhu, 2014).Chery automobiles have been quite successful in producing small, good quality and affordable cars. It has also adopted a number of discount strategies, personal selling and other strategies to boost sales in U. These kinds of strategies are particularly applied during a new launch for attracting more customers. In order to gain a competitive advantage over the rivals, Chery must adopt competitive pricing; this will ensure cost leadership in the segment where it operates (Li and Vinten, 2007).Promotional strategies in the US, as those in other automobile markets, rely on the timing factor. It has been observed that in US, most of the car manufacturers heavily spent on customer advertising to grab attention of customers before they purchase the product. As Chery cars mainly produce cost effective cars, youth market segment can be of particular importance for the company in U. Majority of the U. population are internet users. So, Chery must use both traditional and social media for promotion. automobile market is dominated by a large number of manufacturers, which compels Chery Automobile to enhance its market presence in order to battle the high competition (Wasserman, 2003). The dealers of Chery cars should make sure that cars produced for the US market should be available at most strategic locations of the country. To fulfil this objective, joint venture with an established U. car manufacturer can be helpful; this will allow Chery access to a wide distribution channel. Auto trader market is also a good place for enhancing visibility of cars as this offers a good relationship with retailers.There exists
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