Chery Malaysia recently hosted its Sales Advisors’ Appreciation Dinner to recognise the dedication and professionalism of its nationwide sales team. The event also marked a major milestone as 77 Sales Advisors graduated from the Chery Certified Sales Professional (CCSP) Programme, a locally developed initiative aimed at enhancing customer experience and product expertise.
Introduced in April 2025, the CCSP Programme is an intensive certification course designed by Chery Malaysia. It is mandatory for all Sales Advisors who have served at least six months and combines theoretical assessments with face-to-face evaluations over three months.
The programme ensures participants are capable of matching customers with the right vehicles while communicating Chery’s technologies and product offerings with confidence.
Chery Malaysia Vice President, Lee Wen Hsiang, said that Sales Advisors play a crucial role as the face of the brand. He explained that their knowledge, confidence, and ability to guide customers define the Chery ownership experience. As technology continues to evolve, it is vital that the sales team grows alongside it, ensuring every customer receives accurate information, sincere advice, and a memorable showroom experience.
Lee added that Chery Malaysia remains committed to developing a knowledgeable, customer-focused, and high-performing sales network. As the company expands its portfolio with innovations such as the Chery Super Hybrid system, he emphasised that people remain at the heart of its success.
According to him, programmes like the CCSP ensure that every Chery customer enjoys not only a great car but also an exceptional buying experience built on innovation, care, and excellence.
CCSP graduate Ashraf Mokhtar said that the programme taught him to focus on understanding what customers truly need rather than just the product itself. He noted that when Sales Advisors connect with customers on a deeper level, helping them find the right car becomes more meaningful and rewarding.
Following the success of the first batch, the second CCSP cohort began training in October 2025 as part of Chery Malaysia’s mission to build a professional and results-driven sales force. Building on this foundation, Chery Malaysia will soon introduce the Chery Super Hybrid Expert Programme, a new initiative aimed at developing Sales Advisors with in-depth expertise in Chery Super Hybrid (CSH) technology.
The programme will combine theory and practical training in hybrid systems, sales communication, teamwork, and product knowledge, with the goal of having at least one certified CSH expert in every Chery showroom nationwide. These experts will guide customers and mentor junior advisors as plug-in hybrid vehicles gain popularity in Malaysia.
During the event, Chery Malaysia also recognised its Top 20 Sales Advisors across the Central, Southern, Northern, East Coast, Sabah, and Sarawak regions for their outstanding performance and dedication. Among the top achievers were Ivy Tan Shiuh Ling from Chery Bukit Mertajam, Sim Kee Hong from Chery Ampang, and Lim Kok Chuan from Chery Bukit Puchong.
Ivy Tan shared that selling cars is not just about numbers but about understanding people. She explained that she joined Chery by chance after accompanying a friend who was interested in buying a car, but eventually discovered her passion for the job. The training and support from Chery, she said, helped her build confidence and trust with customers, and every satisfied buyer reminds her why she enjoys what she does.
Through initiatives such as the CCSP and the upcoming Chery Super Hybrid Expert Programme, Chery Malaysia continues to invest in its people, reinforcing its commitment to excellence, innovation, and customer satisfaction at every stage of the ownership journey.
