When foreign auto brands build factories in China has become the norm, the pace of independent brands to the world is also firm.
On February 8, Chery Automobile officially announced its first "global car": OMODA 5 officially rolled off the production line. This means that after 21 years of going to sea and ranking first in the export volume of Passenger Cars of Chinese brands for 19 consecutive years, Chery has stood at a new height and looked at the world.
New heights after 21 years
The story begins in 2001.
That year, China officially joined the WTO. Immediately after, China's automotive industry ushered in two key nodes:
On the one hand, it is necessary to introduce automobile companies and technologies from advanced countries such as Europe, the United States, Japan and South Korea; on the other hand, it is relying on scale and cost advantages to achieve going to sea.
Therefore, with China's accession to the WTO, a large number of joint venture car companies were born after 2001; on the other hand, With the going out of China's local car companies, Chery became the first car company to eat crabs.
This year, as the vanguard of China's automobile export overseas, 10 Chery Fengyun cars were exported to Syria, opening a new page in China's automobile industry; as of the end of last year, Chery's cumulative export volume had already exceeded 200,000. From 0 to 200,000, Chery has gone for 21 years, and China's auto industry has also gone for 21 years.
Nowadays, Chery models represented by Tiggo 8 have already won a good reputation for Chinese brands in the world; this time, Chery OMODA 5 comes with a more important mission.
Yin Tongyue, chairman of Chery Group, commented on the car: "The OMODA 5 represents Chery's in-depth insight and thinking on youth and globalization, which is not only the first global model of Chery's new series, but also an important product for the company to enter the EU market, and another heavy 'nuclear weapon' after the Tiggo 8 series." ”
In fact, it is the first product under Chery Automobile's new product line, which opens up another new branch of Chery Automobile.
What is "OMODA"?
OMODA is derived from the Latin root, "O" means new, and "MODA" means fashion trend. This also means that it targets young people around the world.
From the perspective of positioning, OMODA 5, as a "new generation of hardcore tide running SUV", has achieved good market feedback in both the international and domestic markets since its global debut at the Guangzhou Auto Show last year. It aims at the world's 25-30-year-old age group-based fashion personality young people, using Chery's cutting-edge design concept "Art in motion", showing avant-garde style and trend beauty, in the power, intelligent technology and other aspects to reach a new height, such a new height, from the inside out.
Gold content of OMODA 5
As a global car, at the beginning of the design, Chery made the OMODA 5 stand at a global height and build it according to global standards.
Taking safety as an example, OMODA 5 is designed to meet the world's five major collision standards, including the Chinese collision standard C-NCAP, the EU collision standard E-NCAP, the Central and South American collision standard L-NCAP, the Southeast Asian collision standard ASEAN-NCAP and the Australian collision standard A-NCAP. In order to meet the requirements of different product regulations around the world, Chery has also established a global unified standard production management system and maintained close cooperation with international first-class suppliers to achieve the positive development of the whole process of vehicle performance.
At the summit forum last year, the 20th anniversary of Chery's overseas voyage, OMODA 5 showed its security strength in the form of live broadcasting.
In the 64km/h, 40% overlapping deformable barrier bias crash test, the OMODA 5 post-collision A-pillar was undeformed and the front and rear doors could be opened normally. Of course, this is only the epitome of the development and test system for new cars to meet global crash standards, Chery Automobile invests more than 300 real car collisions and more than 500 trolley simulation collisions every year, creating its own hardcore quality and good reputation.
Such product quality also makes this car not yet on the market, it has won the attention of the world.
Up to now, there have been nearly 200 mainstream automotive media from more than 40 countries such as Russia, Israel, Turkey, Brazil, Mexico and other countries have reported on OMODA 5, and many overseas media have said that OMODA 5's revolutionary new design concept is impressive, and extremely attractive and competitive, not only representing China's leading technical level, but also accurately grasping the preferences of fashion young people.
In addition to media reports, more importantly, this car has also attracted widespread attention among young people around the world.
According to the data, OMODA 5 has attracted the attention of 50 million users around the world, accumulating more than 100,000 interactions. On social media such as Facebook and Instagram, users in Russia, Mexico and South Africa expressed their love for OMODA 5's fashion avant-garde style; Malaysian users believe that OMODA 5 has a strong competitiveness among many car brands and firmly believe that it can attract the attention and favor of Southeast Asian consumers; Brazilian users said that OMODA 5's new design concept makes them look at the Chery brand with a new perspective, while also being shocked by the rapid development of Chinese car brands.
According to the plan, after the official release of OMODA 5, the first wave will be listed and sold in more than 30 countries and regions around the world such as Russia, South Africa, Chile, etc., and then further exported to the European Union, Australia, New Zealand and other newly expanded overseas markets.
Taking the product as a mirror, we can see the strength of a car company; and behind the product, the future of a car company is hidden.
Do the world's Chery
Go abroad and open up the international market.
For a long time, countless successful cases have told Chinese car companies that if they want to become a car brand with long-term vitality, they must go abroad and go to the world.
It is a fact that both Toyota, Volkswagen and BMW have far exceeded their sales in overseas markets. Taking Volkswagen as an example, in 2021, Volkswagen's global sales will be 8.88 million vehicles, and the Chinese market sales will be 3.3 million vehicles, in other words, the Chinese market accounts for nearly 30% of Volkswagen's total global sales; coincidentally, Chery's internationalization accounted for exactly close to 30%.
As the earliest car company to enter China, Volkswagen is one of the foreign car brands that understand Chinese consumers best; and Chery, as the first Chinese car company to go overseas, is also one of the few Chinese car companies that understands overseas markets better. Although there are similarities, Chery has the same forward-looking vision as the public.
Whether it is the macro environment of technology introduction, joint venture cooperation, or its own continuous struggle from positive research and development to overseas markets, or the creation of independent high-end brands represented by Xingtu, Chery's development is proceeding in an orderly manner. This is best evidenced by sales.
In 2021, Chery's cumulative sales volume was 961926 units, an increase of 31.7% year-on-year. It hit a record high, far exceeding the industry's growth rate. Behind this figure, it is actually the inevitable result of Chery's years of research and development and technological output, and it is also considered to be the beginning of its growth into a world-class brand.
More importantly, Chery's overseas output is not only the output of products and technologies, but the comprehensive export of the upstream and downstream of the entire automotive industry chain, which has more management methods, cultural integration, manufacturing processes, and even the comprehensive output of technical standards. Today, Chery's overseas system has begun to see its scale. It has established global R&D bases including Wuhu headquarters, Shanghai, Europe, North America, the Middle East and Brazil, and established 10 overseas factories, more than 1,500 dealers and service outlets, covering more than 70% of the countries along the "Belt and Road". From the current point of view, OMODA 5 has become the biggest booster of Chery's overseas strategy.
This can be confirmed by the words of Yin Tongyue, chairman of Chery Group.
He said: "Taking the first car of OMODA 5 off the production line as a new starting point, we will further practice user thinking and Internet thinking, build OMODA 5 into a benchmark of 'Chery Manufacturing' and 'Chery Quality', and create good results in the international and domestic markets." ”
Write at the end:
On December 17, 2021, Chery officially announced its 2022 target: annual sales of 1.5 million vehicles, striving for 2 million vehicles, annual operating income of 200 billion yuan, and overseas exports to achieve 500,000 vehicles.
Among them, chery's goal is not only Chery, but also the perseverance and sense of responsibility of the automobile industry as one of the supporting industries.
Starting with OMODA 5, Chery has stood at a higher starting point and looked at the world.