Chinese car manufacturer Chery Automobile has begun its expansion into Europe with the support of retail specialist umdasch The Store Makers. The company is responsible for implementing the showroom concept across several markets, covering services from concept development and production to delivery and installation.
The rollout started with pilot locations in Czechia and the United Kingdom. A showroom near Prague serves as the first reference for continental Europe and forms the basis for a planned expansion into around 20 cities. At the same time, a pilot site in Swindon marks the beginning of Chery’s UK presence, where the company aims to build a network of more than 100 dealer and showroom locations in the coming years.
umdasch The Store Makers acts as a central implementation partner, coordinating multiple project phases including design, general contracting, the production of interior and exterior elements, and the integration of digital and audiovisual features. Managing these steps within one structure helps streamline complex international rollout processes.
Showrooms designed for consultation and experience
The showroom concept focuses on spacious vehicle presentation areas combined with lounge and consultation zones. A minimalist design with marble and wood-look surfaces, leather accents, and earthy tones such as terracotta, grey, and beige creates a calm environment intended to emphasise the vehicles and support a more relaxed customer experience.
A large ceiling-mounted lightbox featuring a sky motif serves as a central visual highlight, drawing attention to selected models while reinforcing the brand’s identity.
For umdasch The Store Makers, the project represents another reference in the automotive sector and strengthens its experience in managing international rollout projects.
“We are proud to be part of this project and to accompany Chery Automobile as it enters the European market,” says Jan Gulyas, Project Manager at umdasch The Store Makers. “With our comprehensive service portfolio, we can demonstrate our role as a reliable partner for complex international rollouts.”
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