Viral sensation! New model racks up over 10,000 orders in 20 minutes
Viral sensation! New model racks up over 10,000 orders in 20 minutes as QQ makes comeback after 12-year hiatus! Chery's Yin Tongyue: ‘We aim to make it China's MINI
After a 12-year hiatus, Chery's iconic QQ model has officially made its comeback.
Recently, Chery launched blind bookings for its all-new QQ3 model, receiving over 10,000 orders within 20 minutes and accumulating approximately 27,000 orders within three hours. ‘We aim to establish the Chery QQ as China's MINI, China's Smart, and forge it into a quintessentially Chinese classic,’ declared Yin Tongyue, Chairman of Chery Automobile, at the launch event. He expressed his aspiration for this iconic IP (intellectual property with commercial value) to become a defining automotive symbol for China.
Image source: China Passenger Car Association official website
Time rewinds to 2003, when China's automotive market remained firmly dominated by the “Big Three” – the Jetta, Fukang and Santana. Priced below 50,000 yuan, the Chery QQ entered the market, becoming a bestseller among domestic brands thanks to its compact, agile design and high value for money. With cumulative sales reaching 1.54 million units, it served as the core model that helped Chery establish its foothold during its formative years. After 2011, as market offerings grew increasingly diverse, sales of the Chery QQ gradually declined. Production of the Chery QQ officially ceased in 2014.
Chery's revival of the QQ is no mere coincidence, but rather a pivotal move in its brand strategy. After over a decade of development, Chery has established a diversified brand portfolio encompassing Exeed, Jetour and iCAR. The reintroduction of the QQ now fills a gap in Chery's current product lineup within the compact car segment.
In fact, signs of QQ's return had already emerged by 2025. In July of that year, Chery underwent an internal organisational restructuring. A reporter from the Daily Economic News learned at the time from a Chery employee that, to achieve strategic focus, resource integration, enhanced synergy, and brand elevation, Chery established a Domestic Business Group under its strategic objectives and developmental needs. This group comprises four divisions: Exeed, Aihu, Fengyun, and QQ. Among these, the QQ division focuses on compact vehicle products.
Beyond this, the return of the QQ appears to carry the crucial mission of propelling Chery towards its sales targets. For 2026, Chery has set an automotive sales target of 3.2 million units, representing a 14% increase from the 2.806 million units projected for 2025. To achieve this goal, new energy vehicles are the most significant growth driver. As a former national bestseller, the Chery QQ is poised to inject fresh momentum into sales growth.
However, unlike the competitive landscape of two decades ago, the current A0-segment small car market is now a red ocean of intense competition, meaning Chery's path back to prominence will be far from straightforward.
According to data from the China Passenger Car Association, cumulative sales of A0-segment saloons reached approximately 1.1 million units throughout 2025, accounting for a 4.6% market share. With a growth rate of 61.7%, this segment emerged as the fastest-growing vehicle category.
From the current market landscape, domestic brands have secured an absolute dominant position. Data from Dongchedi reveals that within the compact car segment over the past year, the Geely Starwish leads with cumulative sales of approximately 466,000 units. The BYD Seagull and Dolphin follow with roughly 311,000 and 161,000 units respectively. Models such as the Wuling Hongguang MINIEV and Changan LUMIN also command significant market share through their established product lineups and strong reputation.
Image source: Dongchedi
Meanwhile, joint-venture brands are also stepping up their efforts in this segment. Recently, the refreshed Honda Fit from GAC Honda launched at 66,800 yuan, with its nationwide limited run of 3,000 units selling out within just 20 days. This downward pressure on pricing from joint-venture brands has further intensified competition within the A0-segment market.
Against this competitive backdrop, the success of the Chery QQ's comeback hinges on its ability to translate the nostalgic appeal of this classic IP into tangible consumer purchasing power. Only then can it truly realise its ambition of crafting a ‘Chinese classic’ and replicate its former glory within the fiercely contested market.