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Meaning and pronunciation of "Chery"

Trivia Tim said:
How are we supposed to pronounce Chery? I've come up with 3 possibilities...

  • Cherry, but there's a Datsun by that name
  • Sherry
  • Cherie (in a French accent)

Any other suggestions? (apart from "Crap" or "Rip-off" from the Chery-bashers)
It should be pronounced in the same way as cheery,which is a pun employed by this Chinese auto company to coincide with both the phonetic part and connotational means of its orginal name in Chinese (“奇瑞”, which literally means wonder and auspice, is pronounced as [ʈʂʰi rei]).
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