This morning, when I was flipping through the auto news with my colleagues, I happened to see Chery OMODA officially rolling off the production line. To be honest, my impression of Chery brand models is still stuck on the Arrizo and Tiggo series, so I don't know much about this car. But when we saw the picture of the car, we invariably said how it was so similar to the Changan UNI-T car. Without further ado, let's look at the picture.
Seeing this, I think many people will comment on their headlights not like, grille shape is not like, and so on. As for the likes, everyone has a number in mind. After seeing this car, I seem to suddenly understand that Chery's presence in recent years has become lower and lower, and why the brand has declined. Perhaps everyone will think that the reason for Chery's decline is nothing more than marketing and quality, but I think the fundamental reason is that Chery executives do not know what they want, and will only follow the market with one brain.
This reminds me of an American drama I have seen before, "Prison Break", in which detective Ma Hong said: "The biggest problem in tracking the clues left behind is that you are always one step behind them." I think this sentence is very suitable for Chery, especially one step behind them.
Taking OMODA as an example, this car is obviously xuean UNI-T, the latter can sell well, I think a lot of thanks to the designers, because its overall design is quite a bit of a concept car, which is why many people think it is an electric car when they first see it. Looking at the entire fuel vehicle market of the same level, its advantages are very obvious. Obviously, Changan knows what current consumers want.
For another example, Wuling Hongguang MINI EV, which was listed in July 2020, must be familiar to everyone, and the reason why it can be successful is to cater to the needs of big city users for transportation, license plates, parking and other aspects, and with a cute appearance, it has been recognized by men, women and children after listing. After seeing the success of the car, Chery also launched a similarly positioned ice cream in December 2021, but this market has long been taken by Wuling.
It can be found that Chery is not just as simple as slowing others to shoot, but there is no market "sense of smell" at all, just see which model on the market is selling, and then launch a similar model. In my opinion, this is a fear of failure, but car companies, what they need is to try.
The blind introduction of various models has brought another problem, that is, the confusion of models.
Looking at all the models currently on sale in Chery, in addition to the Arrizo series, there are only three models, and the Tiggo series, which focuses on SUVs, has as many as 13 models, and their overall price range is 49,900-16.99 million. That is to say, within the price difference of 120,000 yuan, the product overlap is extremely serious, and consumers simply pick their eyes. In the new energy market, Chery has 6 models to choose from, of which the lowest is 65,800 and the highest is 156,600.
In addition, we know that Chery also has two sub-brands, namely Jietu and Xingtu, the former focusing on the low-end, and the latter focusing on the middle and high-end. But looking at the official website, you can find that their respective brands of products are also very much, such as Jietu has 9 fuel vehicles, Xingtu has 5 cars, and they are all SUVs. In addition, the technology of these three brands is the same, the core components are similar, so it is difficult to form a differentiated competition. In addition, many models are in the same market segment, which is a waste of resources.
For comparison, we might as well look at GAC Trumpchi.
Although there are not many models of GAC Trumpchi, their respective positioning is clear. For example, the GA series of the main sedan, the GS series of the main SUV, the M series of the main MPV and so on. Taking SUVs as an example, whether it is GS4 PLUS or GS4 COUPE, there are obvious differences, or price, or size, or design, and consumers will not be very tired to pick. And the MPV market, Trumpchi is also the first to launch a high-end MPV of its own brand model, the MPV market at that time is basically buick GL8 alone, even so, Trumpchi still took its first step, which is completely different from Chery.
Write at the end
On technology, Chery does have two brushes; on marketing, as long as it is not difficult to pay attention to. However, compared with the above two points, the change in the thinking of the senior management of car companies, I think is the most difficult. Now Chery has a bit of a mentality of wanting everything, but the result is that he can't get anything. And looking at its models, none of them are explosive. So instead of this, it is better to sink down, streamline the models, take the hot models as the guarantee, and appropriately launch differentiated models that cater to different users, combined with Chery's technical foundation, I believe it will usher in its second spring.