When Yin Tongyue, the head of Chery Group, said two quick words, it is estimated that there are some very critical issues that cannot be faced squarely.
His two sentences are "Without the success of Xingtu, there will be no future for Chery", and "This year, Xingtu's sales reached 50,000 vehicles, and I took away the 'deputy' word in front of Ye Lei's title (executive deputy general manager of the marketing center)".
What people did not expect was that Yin Tongyue would actually put Xingtu in such an important position - without Xingtu, there would be no Chery, which brand in its respective group, enjoy such treatment?
However, there is a big problem here. What we need to understand is, what kind of changes has the Xingtu brand brought to Chery? Xiaobian thinks, no, but plays the role of dragging oil bottles.
At first, when Great Wall Motors launched WEY and Geely Automobile launched Lynk & Co, two independent brands that were also positioned as high-end, each with its own characteristics, had a very strong momentum. Then, Chery's star path also came, but the heat was far less than WEY and Lynk & Co. There is a reason, which is inseparable from Chery's tonality, that is, it is really insensitive to the perception of the market, resulting in a feeling that others have done it and have color, and only then do it themselves.
The same is true for Jietu, some time ago launched an off-road SUV, similar to the Great Wall Motor's tank 300, the same is launched when others are gaining momentum, the same is a slow step. Therefore, even if the star path must be important, in the eyes of many people, the star path is still Chery, just a Chery with a different name and LOGO, which is especially different from Geely to Lynk & Co.
Yin Tongyue's second sentence is even more chery's taste, pretending to be fast and fast, full of pure state-owned enterprise style. According to the data, Xingtu's annual sales in 2021 were 37,155 vehicles, although it increased by 121% year-on-year, but about three years since its inception, the sales base of Xingtu in the first two years is too low, and compared with Lynk & Co or even WEY, more than 30,000 sales can be described as insignificant.
In fact, as a high-end brand, Chery does not have a very clear concept of the original architecture of Xingtu. What is particularly obvious is that at first, Xingtu launched two models, TX and TXL, such a naming method was complained about, and after the Chinese style has been popular for a period of time, Xingtu suddenly woke up, and the new cars launched next were integrated into the Chinese style, such as Lingyun, Moon, and Chasing wind.
Yin Tongyue's quick and quick speech and the group's old-fashioned style of behavior form a great contrast. Moreover, in 2020, Gao Xinhua, who has been working for Chery for 25 years, officially announced that he would take charge of the Xingtu brand - did not intend to introduce a catfish to stimulate the vitality of the group, and over-relied on his own veterans, perhaps only to play the original style to the extreme.
Auto Network Review: One step slower, no innovative innovation
Compared with other competitors of the same level, Xingtu has always lacked its own original ideas, occasionally innovating, but innovating without innovation. When these innovations, which have tasted like chewing wax, are placed in front of everyone's eyes, everyone will only feel that the star path is still a slow step.