Chery launches 2025 All-Terrain Test Drive Challenge
The 2025 Chery Brand User Summit is set to kick off on October 17. Last year’s event welcomed distinguished international figures such as Ban Ki-moon, the 8th Secretary-General of the United Nations, and former Prime Minister of New Zealand Jenny Shipley. Their participation highlighted Chery’s strong commitment to innovation, sustainability, and global collaboration. Building on the core theme of “User Co-Creation,” this year’s summit will offer a range of interactive experiences, including the CSH Endurance Test, the Brand Ecosystem Launch, the KOC Forum, and an immersive eco-exhibition. A standout segment will be the All-Terrain Test Drive Challenge—the flagship event of “Technology-driven Chery.” Under the theme “All-Terrain Conquest, Human-AI Co-Creation,” it breaks from tradition by inviting global media, key opinion consumers (KOCs), and user representatives to experience firsthand how intelligent mobility delivers human-centric warmth and reliability, even in extreme driving conditions.
It is reported that the All-Terrain Test Drive Challenge has been meticulously designed around two core dimensions: intelligent technology and rugged performance. Every element is grounded in real driving scenarios and potential user needs, allowing participants not only to experience the full capability of the vehicles in depth, but also to take part in a co-creation process. In this way, the event truly breaks from the conventional one-way brand presentation typical of traditional test drives.
Specifically, while traditional test drives tend to be one-way presentations of vehicle specs, Chery has taken a different approach—by turning real user pain points directly into challenge scenarios. This transforms every participant into both an “experience officer” and a “co-creator.” On October 17, the test drive site will become a true “proving ground” for intelligent mobility. In one of the headline challenges, Chery will intentionally cover the rearview mirrors and front and rear windows to simulate extreme blind spots. The question is: can the vehicle’s 540°+APA intelligent parking system rely solely on precise recognition and automated control to complete the parking maneuver smoothly? The “Black-Box Parking Challenge” will deliver the answer.
For users who crave off-road adventures, the “Wild Frontier Challenge” could not be more tailor-made. In this challenge, Chery HIMLA pickup will transport designated cargo across a purpose-built track dotted with potholes and steep gradients. The participant who finishes the loading and driving test in the shortest time will win a grand prize. What sets this challenge apart is that the course was not unilaterally designed by the brand. Instead, it was recreated on-site based on feedback collected in advance from global users. Real-world challenges reported by users—such as bumpy roads and insufficient power—were directly incorporated into the challenge’s obstacles.
This test drive challenge embodies Chery’s “User Co-Creation” philosophy at every level. From the design of the test modules and the fine-tuning of scenario details to the recreation of route terrains, each step has been shaped by user insights and real-world feedback. After the event, participant input will be systematically collected and analyzed, directly informing future product iteration and refinement. Every upgrade will be guided by genuine user experience, ensuring that Chery’s vehicles evolve in step with the needs of those who drive them.
On October 17, as the Chery Brand User Summit begins, more details of this test drive challenge will be revealed. From the seamless integration of intelligent technologies to the uniquely designed extreme scenarios, every element invites exploration by adventure-seeking drivers. In this reimagined experience, users become more than spectators—they are active participants, joining Chery in shaping the future of mobility. Together, they will uncover the limitless possibilities that emerge when intelligent technology meets the open road, charting a new course for all-terrain adventure.
