In the process of domestic brands impacting the high-end field, Chery has always been the most active one and has rich experience. The earliest Ruilin, the later Qoros, and the current Xingtu are all witnesses to Chery's impact on the high-end road, but the first two brands have ended in failure, Ruiqi stopped production, Qoros was sold, and today's Xingtu is actually not optimistic.
In the current domestic three high-end camps, Geely's Lynk & Co ranked first, with sales of more than 200,000 vehicles in 2021, while the WEY brand also broke 100,000 vehicles, and only Xingtu including exports only won 37,000 sales, which is in a very embarrassing situation.
Chery's high-end star path is not satisfactory The low-end shortcut is unexpectedly successful
Many people often say that Chery's three major pieces of technology are excellent, especially in the field of engines, and may not be lost to the joint venture brand. In 2005, chery cooperated with Austria Liszt (AVL) to develop the ACTECO engine successfully off the production line, Chery has complete independent intellectual property rights, breaking the embarrassing situation that Chinese brands have no core technology at that time. Today, the ACTECO engine has developed to the third generation, of which the 1.6TGDI and 2.0TGDI engines are among the best in the same displacement. Taking the 1.6TGDI as an example, its parameters have even surpassed the low-power version of the Volkswagen EA888. However, such a brand that does not lack technology has repeatedly folded on the road of building a high-end brand.
At the same time, on the other opposite road, Chery reaped unexpected successes. In 2018, Chery launched the Jietu sequence products that mainly focus on the low-end market, without too much marketing publicity, but with excellent cost performance in these years, Jietu successfully achieved annual sales to 130,000+, and successfully became a brand parallel to Chery and Xingtu last year, and the brand positioning was gradually upgraded.
The starry path that consumes a huge amount of effort is still unsatisfactory, but the shortcut that has no intention of planting willows has become shaded. Why is this happening?
In fact, a closer look at the design of these two brands may also be able to peek out one or two. Judging from the consumer's evaluation of Xingtu, there are many people who say that it is ugly, and there is still a lot of room for improvement in the shaping of the brand image.
Starway design is conservative Shortcut is more innovative
Take Xingtu Lanyue as an example, as the brand's flagship model, the price has broken through to 230,000 levels, but its design as a whole is still very conservative, completely opposite to the current trend of young sports, and to be honest, in terms of interior, it has not opened up too much gap with Tiggo 8 PLUS. Without the sense of grade and luxury that a high-end brand should have, it is difficult for consumers to identify with this as a high-end brand. Looking at the same level of Lynk & Co, it can be said that the design is quite suitable for the aesthetics of the Chinese people, and it is also full of personality.
Moonlight interior
On the contrary, Jietu is more innovative in design, and the details are polished without losing the sense of quality, and at the same time, it is more in line with the preferences of young people. The top price of the Jietu X95 is only 153,900 yuan, but through the interior comparison, it will not make people feel worse than the more than 200,000 Starway.
Jetway X95 interior
This is still the product of Jietu in the past, and the Jietu after independence has shown us a new design strength, JETOUR X, JETOUR T-X these two models have largely refreshed the user's impression of Jietu. In particular, the JETOUR T-X, to be honest, can even be called the design ceiling level in the current Chery Group product matrix.
JETOUR X
JETOUR T-X
It's one of Chery's few attempts at hardcore off-roading, but it doesn't look jerky at all. Jetour T-X's appearance will be hard muscles and technology cool these two more conflicting styles combined very harmoniously, the details do not forget to add fashion elements, the overall there is a bit of Land Rover Defender meaning, it is difficult for people to equate it with the past cheap brand positioning, in this pursuit of beauty in society, this visual impact on consumers is actually very direct, can effectively pull up the brand image of Jietu.
At the same time, the hardcore off-road vehicle is generally a collection of the brand's technical strength, look at the Toyota Prado, Land Cruiser are high-positioning models. And Chery put the first hardcore off-road vehicle on the Jietu brand, and did not give It to Xingtu. In addition, according to the product plan announced by Jietu, in the future, its T series will also launch products equipped with 3.0T engines, and at present, Xingtu has no information flowing out of this area, and this series of operations is inevitably confusing, is Jietu a high-end brand of Chery Zhenger Bajing? I don't know if Chery is really confused or has other ideas to pretend to be confused? If you have any thoughts on this, you are also welcome to leave a comment in the comment area.