- The multi-brand strategy of Chinese groups is today questioned by most independent carmakers. The relevance of this strategy was analyzed by Inovev in March 2013, when Chery decided to no longer produce its brands Rely , Riich and Cowin (see analysis "The Chinese groups' multi-brand strategy called into question").

- At take-off of the Chinese automobile market, independent Chinese carmakers had the idea of creating sub-brands to increase sales in a booming market with the hope to reach multiple audiences.

- Actually Chinese brands marketed very similar models at very similar price. The sales figures of these brands have never really taken off. In addition, they cannibalized the parent brands.

- Geely Group, Chery’s competitor, has carried out the same analysis as Chery and decided to act accordingly. The Emgrand , Gleagle and Englon brands that were born in 2009, will disappear by the end of 2014. Geely will focus its attention on a single brand, Geely brand.

- This policy will enable Geely Group to provide a simplified and more consistent range.  The Swedish brand Volvo, owned by Geely, is not affected by this change.