Riich Logo

Riich Brand History

Riich served as an upmarket sub-brand of Chery Automobile from March 2009 to April 2013. The full name in Chinese is 瑞麒 with pinyin Ruìqí. Headquartered in Wuhu, Anhui, the marque formed part of Chery’s multi-brand strategy alongside Rely, intended to position more expensive and luxurious alternatives to regular Chery products.

The brand’s timeline began before its official launch. Chery had already used the Riich name on a van model prior to 2009. In March 2009 the sub-brand was officially introduced at the Auto Shanghai debut along with the initial city car family consisting of the M1 hatchback, X1 crossover, and other models. Later in 2009 the mid-size sedan G5 joined the lineup, noted as the first Chinese car tested on the Nürburgring.

Key Milestones

• March 2009: Official launch of Riich as part of Chery’s multi-brand strategy
• 2009: Initial city car family launched including M1, X1, and G5
• August 2011: Flagship full-size sedan G6 launched
• 2011: Compact sedan G3 introduced
• September 2012: Chery announces discontinuation due to poor sales
• April 2013: Brand officially withdrawn from market
• Post-2013: Planned Riich X3 crossover completed under parent brand as Chery Tiggo 5

Additional models produced under the Riich name included the M5 subcompact notchback. Most vehicles were discontinued in 2013. Several projects were cancelled including the Z5 coupe, X6 SUV, G2 hatchback, and a G6 coupé variant.

Riich Logo Evolution

2009–2013: Riich Grill Emblem

The Riich logo was introduced simultaneously with the brand launch in March 2009 to support the new premium image. It remained unchanged throughout the marque’s short existence and served as the primary visual identifier until discontinuation in 2013.

• Design: Metallic grill badge appearing as stylized lettering or combined Chery-Riich mark
• Colors: Red elements visible in some presentations
• Changes: No redesigns documented during the four-year period
• Context: Prominently displayed on vehicle grills such as the Riich M1 and shown at Auto Shanghai 2009

The emblem appeared on the initial models including the M1 and later on the G5, G6, and G3. No logo changes occurred in connection with any model launches or the 2012 decision to discontinue the brand.

Riich Car Legacy

Despite ambitious technical efforts such as Nürburgring testing and Bertone design influence on some models, Riich experienced poor sales. The April 2013 closure marked the end of Chery’s early attempt at a multi-brand premium strategy, with both Riich and Rely discontinued together. Some development work transferred to the main Chery brand, most notably the planned Riich X3 crossover which continued as the Chery Tiggo 5 in November 2013.

The brief history of the marque highlights the challenges Chinese manufacturers faced when attempting to establish luxury sub-brands during that era. Today the Riich name remains part of Chery’s past efforts to move upmarket.