Chery in Russia officially turns into Tenet brand
By ForGeeks Chery is finalizing its rebranding in the Russian market: the Chinese automaker’s cars will now be sold under the brand name Tenet. The first signs of the transition are already being recorded in dealer documentation, where the Chery name has practically disappeared.
New brand – same cars
According to the Telegram channel “Autopotok”, owners have already noted that when undergoing maintenance, only Tenet appears in the documents. The Chery name appears only in the descriptions of technical fluids and consumables. This confirms the start of a full rebranding, which was announced in February 2025.
The Tenet brand was created to adapt to current conditions in the Russian market and is officially represented by AGR Automotive Group – Chery’s distributor in Russia. Production of Tenet vehicles will be localized at two sites: in Kaluga (former Volkswagen plant) and St. Petersburg (former General Motors plant).
First Models and Plans
The first car under the Tenet brand in Russia will be the renamed Chery Tiggo 7L, which will go on sale as early as 2025. Later, models based on the Tiggo 8 Pro Max and other Chery crossovers are expected to be launched.
The first stage of assembly will be large-unit, but in the future the manufacturer promises to establish full cycle – with welding and body painting.
Why it matters
The rebranding of Chery to Tenet is not just a logo change. It is part of a localization strategy designed to reduce dependence on imports, accelerate the adaptation of models to the requirements of the Russian market, and maintain its position amid the withdrawal of Western automakers.
Buyers will essentially get the same cars, but under a new name and with the prospect of more stable after-sales service in the face of sanctions pressure.
The Chery in Russia officially turns into a Tenet brand was first published at ITZine.ru.
