Background on Chirey Motor México and its Vice President, Svein Azcué
Chirey Motor México, a subsidiary of the fourth-largest automotive group in China, has decided to temporarily halt sales reporting to the National Institute of Statistics and Geography (INEGI). The company aims to improve its after-sales service and customer attention while embarking on a new era of refreshing its vehicle fleet, including hybrid models. Svein Azcué, the Vice President of Operations for Chirey Motor México, has confirmed that the company remains committed to establishing a manufacturing plant in Mexico.
Reasons for the Temporary Sales Reporting Pause
Chirey’s decision to stop reporting sales to INEGI since April 2025 is a transitional phase to rectify the negative impression left by inventory shortages in 2024. Azcué emphasized that the company is entering “a new era” to revitalize its fleet and introduce hybrid vehicles without abandoning their intention to build a manufacturing plant in Mexico.
Chirey’s Commitment to the Mexican Market
Azcué clarified that Chirey “is not leaving Mexico” but is rebranding itself to better resonate with Mexican consumers. He acknowledged past mistakes, such as insufficient sales and spare parts availability, but assured that these issues are being addressed. The company anticipates a sales rebound in Mexico within the coming months.
Global Presence and Expansion Plans
Chirey, with a global presence in over 80 countries, is continuously expanding its footprint. The automotive group is considering Mexico as a potential location for additional manufacturing plants. Azcué stated in an interview with El Economista, “It’s a challenging time to make decisions about building a plant in Mexico, but we won’t give up. We’ll wait and see how Nafta negotiations unfold before announcing our investment in Mexico.”
Focusing on Customer Satisfaction and After-Sales Service
Azcué highlighted the importance of prioritizing customer satisfaction over monthly sales figures. He mentioned that past after-sales service issues have been largely resolved, and the company is now concentrating on enhancing customer experience. Once these improvements are in place, Chirey intends to resume sales reporting.
Success of the Tiggo 4 PRO SUV
The Tiggo 4 PRO SUV, which has gained popularity among young consumers in over 70 countries and surpassed one million units sold worldwide, is a testament to Chirey’s international success. In Mexico, this model has consistently ranked among the top-selling compact SUVs in segment B, with over 20,000 units sold.
Key Questions and Answers
- Why is Chirey pausing sales reporting to INEGI? Chirey aims to improve its after-sales service and customer attention while transitioning away from the negative impression left by inventory shortages in 2024.
- What is Chirey’s commitment to the Mexican market? Chirey remains dedicated to rebranding itself for better consumer resonance in Mexico and intends to establish a manufacturing plant in the country.
- What are Chirey’s global expansion plans? Chirey is considering Mexico as a potential location for additional manufacturing plants while monitoring Nafta negotiations.
- How is Chirey prioritizing its focus? Chirey prioritizes customer satisfaction and after-sales service enhancements over monthly sales figures.
- What is the success story of the Tiggo 4 PRO SUV? The Tiggo 4 PRO has been a popular and successful model, selling over one million units worldwide and consistently ranking among the top-selling compact SUVs in Mexico’s segment B.
