With over 25 years of experience, Steve Eum has made many a contribution in reshaping how we view automotive design.
Now serving as Vice President and General Manager of Design at Chery Automobile Co. Ltd, he’s at the helm of a brand that’s rapidly evolving from a regional contender to a global innovator.
Our conversation with Mr Eum delved into his career, Chery’s remarkable growth, and the company’s plans for electrifying the roads of Singapore and beyond.
Chery’s Meteoric Rise
Founded in 1997, Chery started as a state-owned venture in Wuhu, Anhui Province. With a vision to make cars for the Chinese middle class, it quickly gained traction through innovative models and a focus on affordability without compromising quality. Chery’s name, derived from the Chinese phrase “奇瑞” (meaning auspicious and prosperous), proved prophetic.
One of Chery’s pivotal moments was its commitment to exports. In 2001, it became the first Chinese carmaker to export vehicles, eventually reaching over 80 countries and regions. Chery has since exported more than 2.8 million vehicles globally, making it China’s largest passenger vehicle exporter for 20 consecutive years.
By 2023, Chery was producing over 1.5 million vehicles annually, with a significant portion being electric.
Its focus on technological advancement has earned it accolades, such as its inclusion in the Global Top 500 Most Valuable Brands and recognition for its ACTECO engines, which have won numerous awards for efficiency and reliability.
Shaping Automotive Design For The Future
Steve Eum’s journey in automotive design began with a fascination for problem-solving. He honed his craft at major international brands like General Motors, Hyundai, and Kia, gaining a reputation for combining creativity with technical rigour.
“A car is more than just transportation,” Eum explained. “It’s a reflection of our values, aspirations, and even our culture.”
When Eum joined Chery, the brand was already on the rise but lacked a clear global design identity. “Our first task was to create a cohesive design language that was unmistakably Chery,” he shared.
Under Eum’s leadership, Chery introduced its now-iconic design philosophy, “Life in Motion,” a principle inspired by the fluidity of nature and human movement. This ethos has been evident in recent models like the Tiggo 8 Pro.
A Vision For The Future
Steve Eum highlighted Chery’s strategic approach to EVs. “We’re not just making electric cars for the sake of it. Every model is designed to solve real-world challenges,” he explained.
Chery is also pushing boundaries in autonomous driving. Through partnerships with tech giants like Huawei, it has developed Level 2 and Level 3 autonomous systems, which are being tested in various markets, including Asia and Europe. “Our goal is to democratize technology, making features like autonomous parking and adaptive cruise control accessible to more people,” said Eum.
For a nation like Singapore, where environmental consciousness and urban mobility are top priorities, Chery’s vision aligns perfectly. The government’s push for electrification, including plans to phase out internal combustion engines by 2040, creates fertile ground for Chery’s EV offerings.
Singapore’s consumers have already shown an appetite for Chery’s vehicles, with models like the Omoda E5 and Jaecoo J7.
Chery and Singapore
Steve Eum’s career and Chery’s evolution are a study in synergy. Both are proof that ambition, paired with a willingness to innovate, can lead to extraordinary results.
As our conversation wrapped up, Eum left us with a thought that summed up both his philosophy and Chery’s mission: “Great design isn’t about standing out; it’s about fitting in – into people’s lives, their dreams, their world.”
With leaders like Steve Eum at the wheel, that future looks incredibly promising.
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