In my eyes, Chery has always been a car company with technical precipitation, and even if it does new energy, it is not lost to its peers.
Chery's car is now almost perfect without only one element, that is, the value of the face, and now changan's advantage is the value of the face.
Chery really should learn from Chang'an, especially the UNI series, not to say that it is of epoch-making significance, but also leads the new trend of the automobile market. This is like a trance for Chery, the last time it relied on the value of the face to break out of the siege, or the Chery QQ era, of course, looking back now, it may be that QQ relied on the price at that time is the product force, not necessarily the appearance.
Nowadays, with the east wind of pure electric mini-vehicles, QQ has made a comeback and re-appeared in the posture of QQ ice cream, but Chery is no longer the Chery of the year, the glory of the past is no longer there, and even fell out of the first echelon head camp, whether the goal of million-year sales can be achieved and breakthrough, it depends on this move.
It is also strange to say that the whole world knows where Chery's problem is, and Chery himself does not know.
The previous Chery is internal worry + external trouble, the big environmental impact we will not mention, the internal trouble is obvious, the brand internal sub-brand is too much, the model product pricing positioning is highly overlapping, the internal consumption is serious, the diversion is obvious, resulting in Chery can not always run in a big stride.
Now Chery sells Qoros, streamlines sub-brands, and only retains Jietu (cost-effective route) and Xingtu (high-end route) to cooperate with Chery brand and play a set of combination punches.
The concept is good, the brand also operates independently, but there are still perfect places in the product, such as the model differentiation is not highlighted, the size and pricing are similar, netizens evaluate Chery's car, always about the same size, high-end did not stand up, resulting in 1 +1 +1
Some people say that Chery is not bad for technology, but marketing.
Chery is indeed technically, not to say that it is the hardest waist plate in the camp of independent brands, and it can definitely rank among the top three. In terms of degree of autonomy, it is definitely among the best, Acteco engine, E4T15B series, and today's Kunpeng Power, won many honors, thermal efficiency data comparable to the international mainstream, excellent driving experience to conquer consumers.
There is also a gearbox, although it is not directly purchased like Changan Aisin gearbox, but Chery also has its own countermeasures. Maintaining cooperation with well-known accessories car companies, such as many years of cooperation with Getrag, the gearbox has been fully validated in the market, whether it is a wet dual clutch or a CVT transmission in terms of stability and reliability.
It can be said that in terms of hard power, Chery does not say how obvious the advantages are, but there is no problem with breaking the wrist with the common joint venture. And the price of the model products is reasonable, the Arrizo series models are synonymous with good quality and low price, And the starting price of Arrizo 5 is less than 60,000, which has obvious advantages in the same level of models. The Tiggo 8 positioning mid-size SUV has a starting price of only 95,800, which has obvious advantages in domestic cars and a lower threshold.
The price and technology are not bad, is it really bad in marketing? Part of the reason is. Chery has never been able to find a perfect breaking point, successfully created a model comparable to QQ, all products are always almost hot, once Qoros is marketing in place, but the marketing direction is deviated, abound 3 years to lose 6 billion and other labels plus sharing makes people can not lift the slightest desire to buy.
And as mentioned above, Chery models are similar in size, the Tiggo 8 wheelbase of the medium-sized SUV is only 2710mm, and the compact Changan UNI-T is the same level, and can also arrange a 7-seat layout, riding comfort can be imagined, in the Audi A7L and BMW 3 Series are extended at the moment, Chery's size has never had a big breakthrough.
A large part of the reason is also due to chery's ugly models. Although this description is somewhat blunt and offensive, many netizens have the same idea that Chery's car is really ugly. Take Tiggo 8 as an example, this is not to say that it is a flagship SUV, in Chery's product architecture layout is also a relatively high product, this design and current hot spots are not close at all, Tiggo 8 PLUS changed the front face, the grille size is large, chrome trim is also canceled, but always feel where a little violation.
The second is the Starway series, Lingyun is good-looking, the beauty is not recognizable, in front of Lynk & Co and WEY and UNI series of these maverick personality models, what bo eyeballs? By strength? Today's domestic cars, who perform poorly, just like the UNI series, the blue whale engine name can not lose to Chery's 1.5T/1.6T, people J technology precipitation may not be as good as you, but people can buy directly, CS75 sales data proves that consumer recognition is not low.
So Chery can actually change the way of thinking, under the premise of technology and reputation are not bad, you can start from the value of the face, delve into the right way of playing, rely on the high value of a car to really go out of the circle, amazing everyone, it is an excellent breakthrough point, high value naturally there will be "tap water" spontaneously for Chery marketing momentum, marketing shortcomings can also be made up, in one fell swoop, why not? Of course, this is just a suggestion, how Chery's road goes, but also depends on Chery itself.