I have a friend, probably around 2016, planning to buy the first car, initially looked at the Southeast DX7, attracted by its elegant logo and burly body, can not extricate themselves, all day long is the car. Later, quite dramatically, when planning to order the Southeast DX7, I went to the Beijing Hyundai store next door and turned around, and was successfully impressed by the large space and low price of the famous map. In the end, it was inseparable from Southeast Automobile.
Although I fell in love with others, I still remembered my first love, and whenever I mentioned it, I inevitably had more emotions: I didn't expect that when I was separated, Southeast Auto was mixed into this miserable look.
In recent years, with the continuous development of its own brands, Mitsubishi has focused its work on GAC Mitsubishi, and its lack of core technology accumulation and weak research and development capabilities have become more and more insufficient. Since 2018, the annual sales have suffered three consecutive "waist cuts", from 89,300 direct "cuts" to 0.73 million vehicles in 2021, a year-on-year decline of 51.85%, which is not as good as the monthly sales of new car-making forces. Later, with the official withdrawal of Mitsubishi Motors, the transformation of Southeast Automobile's identity also aroused its fighting spirit, and released a new LOGO and brand strategy in December last year.
However, before Southeast Automobile could start fighting, it was exposed to its "secret cooperation" with Chery's commercial workshop.
From the perspective of cooperation planning, it is divided into three stages:
Chery's new energy models were sold to Southeast Automobile, while Southeast Automobile laid out the market with the Jietu brand and sales network, and its sales reached 24,000 units this year;
Put into production three remodeled models, the plant will produce Chery new energy models or OEM Chery Automobile, and sales will reach 75,000 units in 2023;
The plant will jointly develop three new vehicles, with sales of 150,000 units in 2024 and an annual production capacity of 250,000 units.
For this extremely detailed and meaningful "leak", the response of the parties is also very interesting. Insiders of Chery Group said that they are still checking the source of the leak, and it is inconvenient to disclose too much information. Southeast Auto also responded to the matter with "no more information to reveal". This kind of "no recognition, no denial" explanation used among car companies obviously confirms the authenticity of this cooperation again. Speaking of this, I suddenly remembered that the brand night activity of Jietu Automobile was held in Fuzhou, the base camp of Southeast Automobile, which meant that people were in a reverie.
In fact, this cooperation as a whole is a win-win situation, and Southeast Automobile is cooperating with Chery Commercial Vehicle, which currently has brands and products such as Jietu, Karry and QQ Ice Cream, and other brands of Chery Holdings such as Chery, Xingtu, etc. are not in the same sales system, and the marketing system is completely independent.
As the most successful brand of Chery Commercial Vehicles, the cumulative sales volume of Jetway Automobile in the three years since its establishment has reached 400,000 vehicles, and the market trend is good, but because there is no independent production base, it is still co-produced with other chery brands, which has formed a serious shackle to its future development. In cooperation with Southeast Automobile, it can use its idle production base to provide a better production platform for the subsequent development of Jietu. And due to the independence of marketing, the success or failure of this cooperation will not have much impact on Chery's main brand.
The internal intricate Southeast Automobile, if you want to revitalize assets to survive, the best way is to rely on external forces, and Chery, whose sales are booming, is undoubtedly the best choice. In the time of life and death, whether it is to remain independent or become a sub-brand of other car companies, it is a good ending for Southeast Automobile. And don't forget that behind the southeast car, there is also the Fujian local government to support it, and the follow-up related welfare policies are enough to make many car companies look sideways.
Just lean on Chery, post a shortcut sign, and return to the mainstream market as a southeast jet tour car brand, do consumers really pay for it? Can Chery Jetway + Southeast Auto really achieve addition? This question can only be answered by time and the market.
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