Chery Holding Group's cumulative sales of vehicles (including exports of 269,100 units) in 2021 were 961,900 units, an increase of 31.7% year-on-year. The sales target for 2022 proposed not long ago is to guarantee 1.5 million vehicles and sprint to 2 million vehicles. Crossing the gap of more than 500,000 sales in one year is not easy, even this year it still maintains a year-on-year growth rate of more than 30%, and it is far from the established task.
Although there are many sub-brands, there are only four that can really contribute to considerable sales.
Chery Automobile's cumulative sales (including exports) last year were 656,900 units, an increase of 46.3% year-on-year. Behind the obvious increase, Chery Automobile is also facing many challenges from the field of compact SUVs, and it is not realistic to assume more sales share based on the current product status. Jetway Automobile's cumulative sales (including exports) last year were 154,100 units, an increase of 17.9% year-on-year. It is really rare to rely on the X70/X90 two major car series to achieve this result, although the Jetway T-X is about to hit the hardcore SUV segment, but it is obviously impossible to pin the bulk of 1.5 million sales on this.
Although the cumulative sales volume (including exports) of Xingtu Automobile, which shoulders the chery brand's willingness to rush up, has a bit of hope last year, an increase of 121% year-on-year, it is still embarrassing for now. The cumulative sales of new energy vehicles last year were 109,000, of which the small ants that were named "the champion of the sales of high-quality pure electric cars" worked hard, but with the intervention of new car-making forces, small ants in the future also need to deal with many mutant factors.
Looking at the circle, these sub-brands seem to be difficult to carry more sales pressure.
Obviously, Chery Group is also aware of this situation, but why did it still choose to set this difficult sales target under great pressure. The reason is simple, because Chery is going to take a big step forward, and Chery's top management is unanimously optimistic about the prospects of this step. The emergence of new sales points is mostly in the following two scenarios, one is to enter a new market, and the other is to give products a new competitiveness through technological breakthroughs. Obviously, Chery is ready to "grasp with both hands" this year.
In a sense, the car market can be regarded as the birthplace of Chery, although the follow-up has reduced the attention to the market for the sake of brand upwards, leaving only models such as small ants to stick to the bottom line. Now, with Hongguang MINIEV fully stimulating the potential of the micro-electric market, Chery once again seized the opportunity to launch the micro-electric vehicle QQ ice cream, and quickly obtained market recognition, and the 6-month pre-sale period received more than 70,000 orders, with great development potential. And Chery also said that in this year, QQ ice cream will digest the sales target of 300,000 units in Small Ant, directly bearing the share of nearly 40% of the total annual sales of the new year.
OMODA5 is the first medium-sized SUV model after the evolution of Chery 4.0 products, subverting the style of Chery family, creating a camp of Chery's main young fashion faction, and recently opened the Internet name campaign very quickly, achieving a double harvest of popularity and publicity, but to tell the truth, it did not follow the old vests with word of mouth and connotation, such as Fengyun, Qiyun, Anderson of the Orient, etc., quite regrettably, it is reported that the car is expected to be listed in the second quarter of this year. The emergence of OMODA5 has also attracted many young consumers who failed to embrace Chery due to their styling earlier, and it is very likely to become a new sales increase point.
In the field of cars that only Arrizo 5 PLUS is struggling to support, Chery may also usher in innovative breakthroughs this year, such as the code M1E sedan that opened road tests before, and may soon meet with us.
At the technical level, Chery released the self-developed 2.0T turbine and the Kunpeng DHT hybrid system last year, which are known as "the strongest on chery's surface", and have now achieved initial results in the market. At the beginning of this year, Chery continued its efforts, and in the case of a good hybrid prospect, officially released the star core power ET-i full engine supermix technology. Officials said that after the vehicle uses this technology, it will achieve 1L fuel consumption performance and have the technical advantages of "3 engines, 9 models and 11 speeds". It is expected that in the future, the Xingtu brand may make a big leap forward after the technology passes the market verification.
Perhaps Chery wants to play a "bohemian rhapsody" this year, with its own brand matrix, and deep mastery of technology, with the annual goal that can only be achieved by breaking through the shackles, to achieve its own growth and transformation. However, even if Chery already has the strength of "spanning four octaves of ultra-wide sound", whether it can achieve the goal still needs a timely opportunity, but I don't know if this time the goddess of luck can treat Chery like freddie Mercury.
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