Recently, Chery's sub-brand Jietu Automobile released a new hard-style SUV - Jietu T-X, the car has attracted a lot of attention as soon as it was released, the front face contour is very square and tough, the light source structure of the headlights presents a "+" glyph layout, the Middle Net uses the letter logo of the Jietu brand, which will use a luminous font, the body line is also very tough, but it is a bit like the Ford Lima and the Land Rover Defender, the front face is like the Ford Lima, and the rear body line is like the Land Rover Defender.
However, Jietu T-X is not a specific product, is the blueprint for the future series of models, based on Jietu T-X, the future product sequence will launch hardcore off-road, intelligent off-road, luxury off-road and other models, the vehicle length ranges from 4.6-5.1 meters, covering the price range of 150,000-300,000 yuan.
Why did the Jetway T-X attract so much attention when it first debuted? The main thing is that it makes people involuntarily think of the tank 300 that is now in the limelight. As a phenomenon-level product, Tank 300 focuses on off-road + luxury, and controls the price at about 200,000, once launched, it is sought after, with sales of 11,958 vehicles in December; the cumulative sales volume of 84,588 vehicles in 2021, which is still the result of the delay in the production capacity of Tank 300, it can be said that Tank 300 has single-handedly brought the domestic hardcore off-road vehicle market to the fire. As a result, Chery Jietu saw that this market was so hot, and the "old problem" of following the trend was committed again, and launched the T-X series, which is why T-X will receive a lot of attention.
Forever a "follower"? To tell the truth, Jietu and even the whole Chery, over the years have always had some "follower" feelings, to put it bluntly, like to "follow the trend".
Great Wall, Changan, Geely, if you launch any product sequence, what brand, what technology update, Chery will follow. All said technology Chery, but over the years, it is difficult for you to find out what Chery has done first in the industry?
Whether it is the independent operation of the current brand, or the construction of high-end brands, or the special technical reserve name of Kunpeng Power, or the current hot hybrid, it is not Chery's first development, it is already doing or has made achievements in other independent car companies, and Chery has followed behind to "pick up people's teeth and wisdom".
The establishment of Jietu is also like this, and Changan Auchan is very similar, the same is the existence of the main cost performance, which is one level lower than the positioning of the main brand model. After Changan Auchan first operated independently, Jietu also followed up with independent operation and weakened Chery's concept.
In fact, "following the trend" is not terrible, the terrible thing is that the homework is not good for you to copy, the domestic Internet giant Penguin in the early days is also a variety of "copy homework", but its test scores are often higher than the original owner, and the shortcut is like copying a 90-point test paper, and finally 50 points.
Compared with Changan Auchan, Changan Auchan has clarified its brand positioning in the past few years, emphasizing technology and sports in addition to the main cost performance, and each update of its models will bring new highlights, broaden market share, and strengthen consumer memory. In addition to holding a "travel +" over the years, There are no bright spots, do not take the initiative to look for, it is difficult for you to know what Jietu has done in recent years.
Speaking of "travel +", in fact, this concept is very good, the domestic self-driving tour is not a day or two, and various tourist attractions to cooperate to create their own fan base, but in this piece, although Jietu has been carrying out, but there is no Haval H9 single model to carry out "tourism" exploration efforts, nor as good as the Great Wall Cannon today to carry out various self-driving tour projects.
Now, seeing that the tank 300 is on fire, Jietu has followed the entry and launched the current T-X series, but I don't know how much power this wave of operations can get to reproduce? The success of the tank 300, in addition to accurately grasping the market segment market demand, there are also Haval H9 and Great Wall Gun in the off-road experience of paving the way, so what is the shortcut? No, the only experience is that Chery had the Weilin X5 hardcore car many years ago. Obviously, Jietu will inevitably grope for pits on the T-X, and the problems encountered by various hardcore off-road vehicles are exposed on the T-X. And now the release of the T-X is much behind the Great Wall in terms of time and rhythm.
In addition, there has always been a problem of vague positioning in Jietu, perhaps Jietu itself has not thought clearly about what its positioning is? Obviously, it is a brand that focuses on cost-effective advantages, and now it is strongly promoted T-X sequence, is this sequence positioning higher than other products of Jietu? And as a sub-brand of Chery, can the brand support the price of T-X in the future? There are more than 200,000 models in the T-X sequence in the future, so how to deal with other models of Jietu? Or will the T-X sequence be independent after a while? These are all problems that Jietu faces.
Write at the end
One step slowly, one step slowly. Chery Jetway in terms of innovation has been unsatisfactory, and now taking advantage of the popularity of the tank 300, and launched the T-X sequence, about the early products of this T-X sequence, we are not optimistic, after all, whether it is technology accumulation, or brand positioning and other aspects of the problem, Jetway still has a lot of things to solve. And. Jietu and even Chery have always had the feeling that some copying homework cannot be copied.