Riich was an upmarket marque of the Chinese automaker Chery. Its models included a microvan, large sedans (the G5 and slightly bigger G6) and supermini Riich M series, including a five-door hatchback (M1), a small sedan (M5) and a five-door crossover (X1). The marque was launched in March 2009.[1] The brand experienced poor sales and in September 2012. Due to that, Chery announced that it would be discontinued.[2] Sales of Riich vehicles ended in April 2013.
Previously Chery used the "Riich" name for a model of van (the Chery Riich) prior to the creation of the Riich sub-brand.
History
Beginnings and expansion
In the spring of 2009, Chery Automobile implemented a multi-brand strategy, expanding its portfolio with new branches aimed at improving the image of the Chinese corporation, which has so far been characterized by a budget nature.[3]