CHERY GROUP is advancing its next phase of investment in Thailand, announcing the development of comprehensive after-sales services and infrastructure through five key projects. These include expanding the spare parts warehouse and logistics system, establishing an electric vehicle equipment repair center, expanding body and paint repair centers, opening a technical training center, and forming a customer care team on social media. These initiatives aim to build confidence throughout the vehicle ownership lifecycle and support the growth of OMODA & JAECOO, CHERY, iCAUR, and LEPAS brands in the Thai market.
Cedric Sui, President of CHERY GROUP (Thailand), stated that customer confidence is paramount from the moment of purchase or vehicle delivery and throughout ownership. This accelerated development of after-sales services represents a crucial step in the company's long-term commitment to Thai customers and the country.
We are committed to building an integrated system that connects spare parts availability and logistics, electric vehicle repair centers, and Body & Paint centers with the development of skilled technicians. This ensures that the growth of every brand under our group is supported by strong, consistent customer care standards, demonstrating to our customers in Thailand our readiness to support them at every stage of their journey.
This rapid enhancement of after-sales services forms part of CHERY GROUP's long-term strategy in Thailand, focusing on establishing robust infrastructure to support business growth while elevating after-sales experiences. It also aims to build consumer trust in choosing vehicles from any CHERY GROUP brand throughout their ownership.
Expansion of Spare Parts Warehouse and Logistics System to Support Growing Portfolio
Managing spare parts is a vital factor for consumer trust in CHERY GROUP's automotive brands. The company has invested in expanding an additional spare parts warehouse to accommodate parts for LEPAS, CHERY, and iCAUR brands. Currently, the company has a total spare parts storage area of 17,000 square meters, holding over 8,400 types of parts.
In total, nearly 200,000 pieces valued at more than 250 million baht. OMODA & JAECOO have continuously improved parts management, currently achieving a 94% part fill rate for immediate delivery. The company invests over 60 million baht annually to enhance storage and management efficiency.
Regarding standards and quality of imported parts, the company has expedited the inspection and certification process to ensure every part provided to customers meets high-quality standards and complies with national regulations.
The company can deliver parts to service centers in Bangkok and surrounding areas within 24 hours, and to other provinces within two days. The primary goal is to reduce customer waiting times by closely coordinating parts demand analysis, insurance companies, storage, and delivery to technicians. This ensures the after-sales service system operates smoothly from central warehouse to service centers.
Rolling Out Authorized Body & Paint Centers to Raise Nationwide Repair Standards
Another key component of enhancing after-sales service is developing a network of standardized body and paint repair centers. CHERY GROUP will launch this important project first with the OMODA & JAECOO brands, establishing standardized processes for body and paint repairs to provide customers with accurate, transparent service and timely vehicle delivery.
The project proceeds in two phases, starting with the Certified Body & Paint Shop program, which currently has 35 certified repair centers nationwide. The next step is establishing fully standardized Authorized Body & Paint Repair Centers. By 2026, the company aims to develop 10 such centers—five in Bangkok and surrounding areas, and five in other provinces. Locations are being considered based on vehicle volume and service demand. Each center will be developed to cover building standards, workspace, specialized tools, paint booths, mixing rooms, frame straightening equipment,
as well as parts storage systems connected to efficient genuine parts procurement management. Furthermore, the company plans to collaborate with expert partners to develop personnel training courses, set operational standards, and provide ongoing training and assessments to ensure consistent repair quality and comprehensive support for new vehicle technologies.
Opening Technical Center to Develop Personnel and Support New Automotive Technologies
CHERY GROUP emphasizes developing personnel in both technical and communication skills. The company is preparing to open a new Technical Center to serve as a hub for knowledge development and readiness enhancement for technicians, after-sales service staff, and dealers.
This center will feature four technical training rooms, four major repair workstations, and a 350-seat training auditorium for non-technical courses. It is scheduled to open in November 2026 and is expected to accommodate approximately 3,600 trainees annually.
Training programs will cover diagnostics, high-voltage battery repair, and body and paint repairs, alongside plans to develop additional courses for sales and after-sales personnel. This supports network expansion and new vehicle launches alongside after-sales readiness.
Establishing a Special Task Force to Support Customers via Social Media
Beyond infrastructure investments, CHERY GROUP has set up a dedicated team to closely listen and care for customers through social media channels. This team handles inquiries, complaints, provides initial problem-solving advice, and coordinates with service centers or relevant departments to ensure customer issues and concerns are continuously addressed. Customer feedback and suggestions are collected and passed on to after-sales and related teams to improve operations and enhance customer experience over the long term.