With the popularity of electric vehicles, independent brands in the domestic auto market have once again become the darlings of the market. Different from those eras where sales can only compete for sales with high cost performance and high cost performance, the current development of China's independent brands is relatively good, and various new cars developed by themselves are emerging in an endless stream. However, companies that have become the leaders of their own brands have also fallen from the previous leaders to "sell themselves for survival".
Such a miserable enterprise is the former famous Chery Automobile. In the past, Chery did have unlimited scenery, your company is a leading enterprise of independent brands, and Chery ranked first in the sales volume of independent brands by 2012. Chery is at the forefront of the times and can make proud sales results, which is inseparable from the company's own special development ideas. Founded in 1997, Chery quickly launched its own engine just one year later. In the automotive field, whoever can master the core three production and manufacturing technologies can have good bargaining power in the market. In essence, Chery Automobile's technology is also very good now. Chery has 6 engines won the title of "Top Ten Engines", and chery is no worse than the joint venture brand cars of the same level in terms of thermal efficiency. However, Chery, which has technology and brains, still has not sat on the first place of its own brand
In December 2019, Qingdao Wudaokou Company allocated 14.45 billion yuan to steal 51% of Chery's shares. Since then, Chery has begun to move its core departments to Shandong, and Chery, which once had unlimited scenery, is now becoming more and more embarrassed. Why Chery is depressed to this point has something to do with Chery's own choices. Chery is not a traditional R&D enterprise, not only can launch excellent engine products, but also has means in marketing strategy. Now China's own brands are very famous, in order to let consumers buy their own cars, with lifelong quality assurance advertising slogans to attract consumers. In fact, the earliest domestic enterprises that proposed a lifetime warranty for core components (engines) were chery in the past. In terms of marketing strategy, Chery is also an absolute leader. Therefore, the backwardness of the enterprise has a lot to do with Chery's overly aggressive business strategy.
As the brother of its own brand, Chery has long been labeled as low-end cheap. With the increase in sales, the domestic brother Chery is certainly not satisfied with the status quo. In 2009, Chery launched a sub-brand plan, which plans to divide Chery into four sub-brands of different car labels to reshape the brand image of Chery Automobile. Chery did invest real money and silver in research and development, design, and fully launched mid-to-high-end automotive products to attract consumers. However, the sub-brands, Kaiyi and Qilin, including Xinru's incubation, did not attract the attention of consumers, but failed to go bankrupt one after another. In fact, the road taken by Chery is also the road explored by brands such as Chang'an, Geely, and Great Wall. However, Chery has advanced the sub-brand plan by several years, because consumers have not established a good relationship of trust with domestic brands. Even if Chery can launch a high-end model that meets the needs of the people, it is difficult to get a large number of transaction orders. It is not surprising that we are now headed for a difficult situation.