What is the most important thing about a brand? I think it's a brand label, just like a lot of luxury brands, such as LV, although the product styles are different, but the pattern and pattern on it are similar. In the automotive industry, I think the place where labels can be embodied is design. Each brand has its own brand design elements, we commonly known as "family design", family design can let users at a glance can recognize which car brand, for the promotion of the brand, played a role in doubling the effort.
Although such a practice is also called "matryoshka dolls", in the era of automobile modularization and platformization, "family design" can indeed reduce the development time and cost of the car from the perspective of industrial production, thereby bringing users a better product experience. So from any point of view, the family design is correct.
However, do you think that among the current self-owned brand cars, who is the most unrecognizable car brand? Or who is the brand with the least label attribute? Let's not talk about those unknown car brands, among the well-known car brands, I think Chery must be counted as one. I even once thought that one of the big factors why Chery is not as developing as Jili, the Great Wall, and Chang'an today is design.
There are several problems with the design of Chery models:
The first is chaos, there is no family-style design style, we look at the current Chery main sales of several models, Tiggo 8, Tiggo 8 plus, OMODA 5, Tiggo 7, almost a car a sample. Both the Tiggo 7 and the Tiggo 8 have headlights out of the corner of their eyes, but the Tiggo 8 is the bigger middle net, and the Tiggo 7 doesn't. The middle net of Tiggo 8plus is similar to that of Tiggo 7, but the headlights are not out of the corner of the eye. The latest OMODA 5 has adopted the design of the infinity box net, and netizens have ridiculed the design style somewhat like the Changan UNI series.
Therefore, for users, Chery's models have no obvious recognition. And Chery also has obvious follow-up plots, watching others use big mouth in the net, and also use the big mouth in the net. Watch others use the borderless box net, and also use the border box net yourself. Therefore, it feels that Chery's design team has never developed a unique family design style that belongs to Chery.
The second is that the product infighting is very serious, Tiggo 8 and Tiggo 8 plus are both medium-sized SUVs, and the price range also coincides. The Arrizo 5 and Arrizo 5plus are both compact sedans with overlapping price ranges. The Tiggo 5X and Tiggo 3X are both small SUVs with similar price ranges. Even the models just mentioned are surprisingly consistent in the powertrain. And each model does not have a clear product label, so it also leads to a situation of product infighting.
Let's take another example of another car brand, Great Wall Motor launched a lot of compact SUVs under the Haval brand last year. But every car has a clear product positioning and can be distinguished from the name. Dogs are four-legged, so the big Haval dogs are biased towards off-road. Rabbits have two legs and are flexible, so the red rabbit is biased towards movement. First love is able to chat with you and listen to your heart, so it is more intelligent. Although the platforms of these three cars are also similar, the powertrain is also similar, and the prices are similar, the positioning is very clear.
However, when we look at Chery's current model, there is no such clear product positioning.
Third, Chery lacks strategic thinking about the future
Among The Chinese auto brands, Chery has tried to develop high-end brands many times, but has failed many times. From Ruilin to Qoros to Xingtu, none of them seem to have been particularly successful. Although the spirit of constantly trying is commendable. Why did Chery try high-end many times but did not like WEY, like Lynk & Co, a hit?
I think one of the important reasons is still design, design is not too recognizable. On the contrary, I feel that the current model of Xingtu is not much different from the Tiggo 8.
And Chery lacks long-term thinking, did a very wrong thing, I think it is the launch of QQ ice cream, the appearance of Wuling Hongguang MINI is a shrunken Wuling Hongguang MPV, then QQ ice cream is like a copycat Wuling Hongguang MINI EV. The originality is very low, and the design is not very different from the Wuling Hongguang MINI EV. So I think Chery's design team is lazie again.
Such a pure electric vehicle, although cheap, can quickly get sales. However, it does not help the promotion of the brand, but makes Chery's brand image the same as Wuling. Brands like Geely and Great Wall will certainly not build such cheap pure electric vehicles, because they have not been able to improve the brand influence.
【Summary】:
In fact, among Chinese brands, chery's technology accumulation is still very strong, especially in the engine. But at present, Chery's annual sales have been far away from Geely, the Great Wall, and Chang'an. Therefore, chery can start from the appearance and try to unify the family design, which is more beneficial to the long-term development of the brand.