Sachiuri

## Sachiuri Motors

### Key individuals

Sim Dong-hyun (Chairman of Maesima Global)Mae Sang-chul (President and CEO of Maesima Global)

Robert Cue (CEO of Maesima USA Operations)

Tanya Christie (Executive VP)

James McKenzie (Senior VP and General Manager)

### Area served

Anikatia, North America, China, Hong Kong, and the Middle East

## Business

### Number of employees

25,445

Sachiuri Motors (**Anikatian:** 사치우리 자동차 회사; Sachiuli Jadongcha Hoesa) is a luxury vehicle division of Anikatian automaker Maesima. The Sachiuri brand is created for a new generation of discerning consumers. Capitalising on its success in the fast-growing global car market, Maesima will launch into the luxury market with the Sachiuri brand. It is set to challenge the segment leaders with new levels of quality, performance, economy and outstanding style and presence.

### 1990s

Maesima had long aspired to create luxury vehicles. The first real attempts
beginning in the 1980s in the Democratic Socialist Republic of Anikatia. Maesima slowly gaining more autonomy from the state under liberalisation and market-orientated reformed. They sought to break away from its reputation as a vehicle of the people and expand into the major Western markets.

As Maesima was still jointly operated with all Anikatian brands. Technical knowledge was sought from the DHB and AAU brands on creating a full-size rear-wheel drive luxury sedan. Their efforts resulted in the NL-992 which became one of the first vehicles sold in to major western markets. While luxurious by Anikatian standards. It was considered little more than a premium sedan compared to it's competitors.

### 2000s

The lack of brand awareness and poor timing with the 2000 Far Eastern financial crisis resulted in appalling sales. The model was forced to take massive price cuts to move stock. In the chaos of the collapse of DSRA. Maesima returned to private ownership and the NL-992 was rebranded as the Senatos and given a minor facelift.

Plans for a higher spec model using AAU or DHB V8 engines were cancelled as companies were privatised. Quality took a hit and the Senatos successor was rushed into production still based on reduced version of the same platform. This model was positioned more as a premium vehicle than full luxury and with the help of highly successful NV-998 now renamed the Prova. The company survived in Western markets. But Senatos a relatively bland but inexpensive sold well and was finally cancelled in 2009.

### 2010s

Its relative success led the way for a greater successor. By 2010 Cavallera had sold its remaining shares in Maesima ending production and development ties. Maesima was now able to shift towards quality and reliability and create its own luxury sub-brand and idea opposed by Cavallera, after a five year period of preperation and planning the Sachiuri brand was created in 2016 and launched with a number of sedans.

Quickly followed by a flagship GT sport car with the Sagitta and lineup of new SUVs and crossovers. The brand has sought to challenge the well established traditional European dominated luxury market and supplant the US and established eastern luxury brands with bold new designs and pricing.

## Models

*Further information: List of Sachiuri vehicles*

## Facilities

*Main article: List of Sachiuri design and manufacturing facilities*

Most of Sachiuri's main plant locations shared with its parent company Maesima and are located within Anikatia:

* Namju Plant, South Kwontyani production capacity of 600,000 cars per year.

In-house Proving ground location

* Eunchuol Plant, Ulsanghae production capacity of 340,000 cars per year
* Somju Plant, Akyannya production capacity of 550,000 cars per year

Sachiuri also has facilities in China, and the United States that are shared with Maesima:

* Wuhu Plant, Wuhu, China
* Maesima Manufacturing Assembly Plant Alabama, Inc. (MMAPAL), Decatur, Alabama

## Motorsport

Sachiuri has been involved in many global motorsports series. They have been represented by their parent company Maesima which has considerable experience in various motorsports around the world.

Huadai Sachiuri Motorsports, with headquarters in Oxfordshire, United Kingdom, has been responsible for Sachiuri's major motorsports development including the Le Mans Series, and most recently the FIA World Endurance Championship.