In 2018, Chery launched the Jietu product sequence, and I was skeptical at the time, thinking how did Chery come up with the trick of "having more children and fighting"? Moreover, the birth of Jietu was in the downturn of China's auto market.
But in just 3 years, Jietu has washed away my doubts with real results.
In 36 months, the formation of X70 and X90 two major product sequences, the construction of more than 1600 service networks, from 0 to accumulate more than 380,000 users, 35 years of age accounted for 60% of the user, the average price of products reached 112,000, sales in the first half of this year 76453 vehicles, a year-on-year surge of 111.38%, the growth rate of Jietu can not be described as fast.
Therefore, just this past July 8th, on the stage of the Jietu Automobile Brand Night, Yin Tongyue, chairman of Chery Holding Group, calmly and confidently said: "Jietu Automobile has created the first growth rate of China's cutting-edge SUV brands in 3 years and become a new force for traditional automobile brands." A big thumbs up to the team at Jetway.
Why does the shortcut work? The first may be precise positioning, and Jietu has played the travel + card to cater to the rapid development of Self-driving Travel in China. According to the data released by Jietu, during the May Day holiday, the average mileage of Jietu car owners reached 507 kilometers, the per capita use of the car was as long as 15.6 hours, and the average daily use frequency of the built-in self-driving tour application was 0.47 times. There is no doubt that the owners of Jietu obviously love to travel by car, which undoubtedly proves the success of Jietu's positioning.
In addition, it is more likely to be the strength of the product. Not long ago, I test-drove the Jietu X70 PLUS Zhuge Edition, and I am still familiar with this car. To sum up, it has the "Huicheng Leader" design language inspired by the architectural culture of the Hui school, unique and atmospheric, with a wide internal space, comfortable riding, good power, high level of intelligence; and the price is very affordable, the cost performance is extremely high.
Furthermore, Jetway's marketing strategy is tailored to the customer. For example, Jietu has carried out a total of 1,500 activities including Jietu family banquets and fan culture festivals, with 80,000 people participating.
However, in the past, Jietu existed in the form of Chery's product sequence, and now, Jietu's wings are harder, and the current automotive industry situation has undergone profound changes, and it wants to have a broader sky to show its fists.
Therefore, the first major event released by the Jietu Automobile Brand Night is to announce the upgrade of Jietu from the Chery product series to the independent brand of Jietu Automobile, which is juxtaposed with Chery and Xingtu brands.
After becoming an independent brand, Jietu Auto will adopt a new logo, and the new logo will be solicited globally, and anyone can participate.
At the end of the press conference, the new Jietu car code-named X-1 was officially unveiled, which is the landing of the new Jietu strategy and represents the new face of Jietu Automobile. Jetway Motor announced that the official designation of this model will also be called for a global call.
The Jietu X-1 is positioned as an A-class SUV, which has a big difference in appearance from the previous Jietu products, more sci-fi, more sporty, and younger. Then, there may be a small partner to ask, the current Jietu products are taking the grand route, why Jietu X-1 to tree new wind?
One of the reasons is that as we mentioned earlier, 60% of Jietu users under the age of 35 are young, and the trend of rejuvenation is obvious; the second reason is that the overall development trend of automobiles is that the scientific and technological attributes are getting higher and higher.
Just from the design level, it shows that Jietu is accurate and fierce.
Of course, Jetway X-1 is not only designed to be science fiction, it also has the real ability of science fiction. Officials said that the Jietu X-1 will be equipped with Huawei's high-end L3 level autonomous driving assistance system, as well as the latest research and development results of smart cockpit 3.0 and healthy cockpit 4.0.
Although there is not much information released at the press conference, the strength of Huawei's high-end L3-level automatic driving assistance system is very worth looking forward to, because the most advanced automatic driving assistance system on the market is only L2+ level, and the price of the models it is equipped with is usually not low.
In other technical aspects, the Jetway X-1 still shares the R&D technology and resources of Chery Group, and it is also the first Jetway model to use Chery's "Kunpeng" power platform.
At the 2021 Shanghai Auto Show, Chery disclosed data showing that the Kunpeng 2.0TGDI engine has a maximum power of up to 192 kilowatts, about 261 horsepower, and the peak torque is moving towards the 400 Nm mark.
Of course, the specific model of the Jietu X-1 will use the Kunpeng power platform is not yet known.
In order to meet the user's full-scenario travel + travel, in addition to the current Jietu X70 series, Jietu X90 series, and the Jietu X-1 unveiled at this conference, Jietu will also launch a new car codenamed X-2 in the future, as well as hardcore off-road, pickup and MPV models. At the same time, the entire range of products will be synchronized with hybridization and personalized "living space" series.
The newly launched Jietu Automobile has also set a big goal, hoping to achieve an annual sales of 1 million vehicles in 2026, of which 700,000 in the domestic market and 300,000 in the overseas market.
Frankly speaking, chery has launched a number of sub-brands in the past, but most of them have a bad fate, and the youngest Jietu is basically the most successful, which is the result of the hard work of the Jietu team. In addition, Chery will inevitably have high hopes for this brand and give greater support.
Although the goal is high and it is really difficult, I personally still hope that Jietu, the "new force" of Chery, can go more firmly, after all, Chery has indeed maintained a respectable determination in research and development.