Today we will continue to talk about Chinese brands in the chip famine environment, and the protagonist of this time is Chery Automobile. Through chery's recently released Sales Data for November, Chery Group's sales exceeded 110,000 units of monthly sales, an increase of 24.8% month-on-month, and also set a record for the Group's best single-month sales this year. Among them, the Chery brand accounted for 76,560 vehicles, which is the absolute main force of the Group's sales. So does this achievement show that Chery Automobile has come out of the shadow of the "chip famine" in the automobile industry this year? What is the actual situation? We still look at it by visiting the store.
SUV non-new models still have spare energy, and the maximum number of cars is 1 month
Chery brand currently has a situation of branch sales. We visited two Chery 4S stores, one of which is an older dealer, specializing in Chery Tiggo 7 and Tiggo 8 models. The other is based on Chery Arrizo 5 PLUS, Tiggo 7 PLUS, Tiggo 8 PLUS and other models. Judging from the situation in the former store, chery Tiggo 7 is a new car, so there is no existing car for sale for the time being, but it can provide a preferential margin of about 3,000 yuan. The staff in the store also try to recommend customers to choose chery Tiggo 8 models, and the car store can currently provide a preferential range of about 8,000 yuan. And it is clear that the discount can be discussed, and the most important thing is that there are existing cars that can be sold.
We wanted to see other models and changed to another store to understand the situation. The store was not built at the same time as the previous one, but it seems that the hardware and secondary channel construction are better. The conspicuous location is still parked Chery Tiggo 8 PLUS and Tiggo 7 PLUS two main models, when arriving at the store just happened to encounter two sets of delivery ceremonies, and both are Tiggo 8 PLUS models. From the sales of the mouth to know the situation, the current store is also based on Chery Tiggo 8 PLUS current car, the number is not much, as long as it can meet the customer, even from the secondary channel to the callback car is also possible.
With Chery Tiggo 8 PLUS 1.6T as the main consultation object, there are still several existing cars in the store that can be sold, and the discount can be about 10,000 yuan. The 2.0T model is still in the booking state due to the fact that it has just been listed, and the discount is about 8,000 yuan. At present, if you book in the store, the pick-up cycle is generally about 15 days, and the longest may wait for 1 month. In terms of Chery Tiggo 7 PLUS, the 1.5T model is relatively sufficient in the store, and the room for shunting is also relatively large, with a discount of about 2,000 yuan. However, since the 1.6T is not the main model of the product, there is no current car available for the time being.
There are also two Chery Arrizo 5 PLUS models parked on both sides of the store, thinking that the SUV models of the Tiggo series have been in high demand, so is the current car condition of the Arrizo 5 PLUS better? As a result, he was immediately punched in the face by the "This car is sold" note posted on one of the gray exhibition cars. When asked how the current car was selling, he turned to a pink model parked on the other side and said, "This one, just came back today." And he also very enthusiastically pulled me to see the steel seal under the B-pillar, which clearly wrote December.
Product year "slowing down"? The share of imports cannot be ignored
Judging from the situation after the Spring Festival this year, Chery's annual sales showed a curve trend of "high, low and high", which is obviously affected by the general supply chain pressure this year. With specific data, after breaking through 80,000 units in March, Chery Group, which stood on the sales threshold of 200,000 units in the first quarter, increased by more than 100% year-on-year, which can also be regarded as a strong compensation for the impact of the epidemic in the first quarter of 2020. After the traditional off-season in May and June, Chery Group in July had already entered the rhythm, and the total sales volume once again exceeded 80,000 units. However, in August and September, when we were preparing to enter the traditional peak season, we "low-key" it was instead. This is basically similar to the sales rhythm trend in the industry.
Among them, the sales volume of less than 70,000 units in August was the most prominent, and it was maintained at about 75,000 units in September, which can be seen that although there are fluctuations, the amplitude is not large. From a breakthrough of 88,000 vehicles in October to more than 110,000 vehicles in November, Chery Group, like most of the car companies we visited, began to enter the fast lane. But why can we still see that many products in the store are still tight? What are the other reasons besides the need to digest old orders affected by the "lack of core"?
First of all, 2021 as Chery's "product year" is estimated to carry the "pot" first. It can also be seen from the information of the previous store that the new models and even the new power system models are basically not available in the store. The impact of large-scale product changes on the vehicle source is self-evident. Another reason that cannot be ignored may lie in chery Group's export business.
Since April this year, Chery Group's export volume has basically stabilized at about 20,000 units, and the export volume in the first half of the year has exceeded 118,000 units, which can be said to have performed very steadily. In the second half of the year, Chery Group's export business even opened an acceleration mode, and even in August, the export volume was still more than 20,000 units. By the end of November, Chery Group's cumulative export volume had reached 237,901 units, and it was almost a foregone conclusion that the annual breakthrough of 250,000 units would exceed. This also basically predetermines Chery Group's position as the number one passenger car exporter of Chinese brands for 18 consecutive years.
Summary: Looking at the performance of Chery Group in the domestic market, although there are "troikas" (Chery, Xingtu, jietu) in passenger cars, the Chery brand itself is still an absolute sales force. From the data point of view, chery Automobile's sales trend this year is basically similar to the rhythm of mainstream car "big guys". Ultimately, at this stage of sales has been climbing, the reason why the vehicle source is still not so sufficient may be mainly in the digestion of orders, product year, export diversion of these three factors.