According to the sales data released by the Association of Passenger Transporters, QQ ice cream sales reached 9984 units in January this year, this car was very controversial at the beginning of the announcement, the sound of plagiarism of Wuling Hongguang MINI is endless, but now the performance of close to 10,000 vehicles is actually quite good, and January is the first full month after its official listing, it seems that QQ ice cream has been recognized by many people.
In addition, the sales volume of Chery Little Ant (Chery eQ) is also very high, reaching 9407 units, and the two cars are also ranked 56th in the sales list of new energy cars. Judging from the performance of these two models, Chery seems to be very good at creating this miniature car.
On the contrary, Chery's Impact on the Xingtu brand in the high-end field has been in the market for more than two years, but it has not been discouraged, and the cumulative sales of the brand last year were only 37,154 vehicles, with an average monthly sales of more than 3,000. In January this year, there were only 2206 vehicles, which was completely in contrast to the wind and fire in the field of mini cars, of course, compared with the opponents Geely Lynk & Co and Great Wall Weipai.
In fact, if you pay attention to the history of Chery, it will be clear that it is the earliest domestic car company to impact the high-end field, the first launch of Riich Ruiqi, and later created Qoros, these two brands Chery have had high hopes, but also came up with a very high level of car building, Ruiqi G5 challenged the internationally famous track Nürburgring, is also the first Chinese car to challenge the track.
And Qoros? The first model launched at the beginning, the Qoros 3, participated in the European E-NCAP crash test, obtained a five-star safety rating and ranked first in the results, beating many high-end brand models in Europe and the United States. However, in reality, everyone can also see that these two brands have not brought the imaginary success to Chery, "dead death, selling and selling", so there is now a starway, but it is not difficult to find that the starway is actually in trouble now.
The reasons for this are complex, but a few drawbacks are obvious.
First, looking back at the history of the Chery brand can also be glimpsed, Chery is too easy to give up. Under the product matrix, there is no classic model like Geely Emgrand and Haval H6, Chery is basically a fire, a lost one, may be sold and sold on the production, this situation may have changed in the past two years, but the early years are indeed very common. Classic models cannot be inherited, and at the same time, they have lost the reputation and user base that have been accumulated so hard.
The same is true in building high-end brands, Ruiqi probably only survived in the market for about three years before being discontinued, according to the market environment in 2009, it is obviously not enough to operate an independent high-end brand in about three years, and Qoros, although a little longer, only has about 6 years to sell to Baoneng in Chery's hands.
Chery's "just live and raise" car model is quite terrible, and the subsequent maintenance of car maintenance will be affected by a series of impacts, and the replacement of vehicles may be further devalued, and the owners of Ruiqi or Qoros should all feel the same. And this model hurts not only users, but also has a very direct impact on Chery itself, and consumers no longer dare to easily believe Chery's high-end brand, after all, they are also worried about whether the current Xingtu will repeat the mistakes of the previous two brands.
Second, I believe many people know that Chery actually relied on a miniature car to spread all over the country, and this car was QQ at that time. At that time, with its low price, flexible and easy to drive, it became a national-level god car that could be seen everywhere in the streets and alleys. The popularity of QQ has allowed Chery to ascend to the position of an independent brother, but at the same time it has also brought a lingering impact, Chery has been trapped in the cheap and low-end brand image for a long time, Ruiqi and Qoros have failed one after another, and they have not succeeded in reversing this impression.
After the success of Wuling Hongguang MINI EV, Chery also reacted quickly to launch QQ ice cream, which is actually a kind of lazy thinking, since consumers buy Chery's low-end car account, then I will build a low-end car to sell. However, for Chery, although it has received sales, it is not necessarily a good thing.
Great Wall, Geely on the road to impact the high-end more and more courageous, in addition to the two high-end brands of Lynk & Co, Wei Brand, take the Geely brand, the star series under the product matrix even entered the hinterland of the joint venture car, while the low-end car vision series is also slowly planning to stop production, spent more than 20 years from the bottom up, it is difficult to have the opportunity to confront the joint venture brand, the process is not easy, and then go back to build a low-end car, which is tantamount to pulling down the brand image, Therefore, Geely will not launch this 30,000 pieces of QQ ice cream like Chery. Chery really wants to operate Xingtu well, not only to put more energy on this brand, to polish products with heart, but also to make more efforts in the operation of the entire group and put the strategic vision on the long term.