There is no harm without contrast. In 2021, Geely Lynk & Co sold 220,000 vehicles, an increase of 26% year-on-year; Great Wall WEY sold 58,000 vehicles, down 25.65% year-on-year; and Chery Xingtu sold 37,200 vehicles, an increase of 121% year-on-year.
Lynk & Co, WEY, Xingtu are all high-end brands subdivided in their respective car companies, Lynk & Co has the best performance, wey even handed over a non-eye report card, and even declined, but the annual sales are still about 20,000 more than Xingtu. In this way, the 121% growth rate of Xingtu only played a scare role.
So, also from the domestic car companies, Chery is also a company that takes the technical route, why is the high-end brand Starway launched so different from other brands? There are two main reasons for this analysis.
First, it is related to the shaping of the brand image. In the shaping of the brand image, Lynk & Co can be said to have reached the textbook level, first of all, its positioning is for young consumer groups, although such positioning is extremely risky, but from the sales point of view, today's post-90s consumer spending power is indeed not bad; second, although Lynk & Co uses Volvo technology, but from the technical positioning, product positioning to make a distinction, such as the launch of the "+" series, equipped with high-power engines, a good reflection of what is called a performance car, It is also better integrated with brand positioning.
In contrast, the technology used in its models is not much different from the Chery Tiggo series. In this way, how does the high-end of The Starway reflect it? Is it just that the brand LOGO is different, or is the design and material different? As for the positioning, exactly which group it is for is still very vague.
Second, it is still related to Chery's old style, that is, "slow". For example, we all know that the Great Wall Tank brand is very hot, tank 300 as a 200,000-level off-road model, monthly sales of more than 10,000 vehicles, and more than half a year later, Chery Jetway announced that it will also create such a model, taking the off-road route, this kind of step-by-step approach, but also reflected in the star path. Judging from the time of the launch of the brand, Lynk & Co and WEY are both earlier, and Xingtu appeared more than a year after the launch of these two brands.
Therefore, lack of innovation, lack of perception of market changes, lack of understanding of consumers of all ages, how can the Xingtu brand catch up with its rivals?
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Chery does not have much to criticize in terms of technology, but it has to be said that it is really too bad in terms of brand building and perception of the market. So that people always feel that Chery launched the xingtu brand in order to eat the leftovers of others, without their own ideas and ideas. What do you think of such a high-end brand that can be called the most miserable?