No one knows better than Chery the principle of "having more children and fighting". Over the years, Chery has continued to build new brands or new product sequences, and then scrap or sell them.
A few years ago, the crisis-ridden Chery carried out a big slimming, the core of which was to sell Qoros and Kaiyi. However, soon in addition to the main brand, two new brands were created, Jietu and Xingtu.
In 2021, Chery Group sold more than 960,000 vehicles, an increase of 31.7% year-on-year. In 2022, Chery released a target of 1.5 million vehicles, while impacting 2 million vehicles, which can be called "putting satellites".
So, where does Chery's confidence come from? In addition to chery QQ ice cream, a low-priced pure electric car, there is a new OMODA sequence, a new global product line.
The polytechnic man turns into a hipster man, and OMODA 5 is different
According to Chery's official information, the OMODA series is a model for the world, the first model is OMODA 5, which has been officially rolled off the production line on February 9 in Chery's Wuhu Assembly Workshop in Anhui Province.
With a length, width and height of 4400/1830/1585mm and a wheelbase of 2630mm, this new car is positioned as a "new generation of hardcore tide running SUVs". Compared with Chery's previous male style of science and engineering, this car began to take the fashion route, and from the appearance design, Chery's designers seemed to have suddenly opened up.
In appearance, the use of the latest design language, focusing on the fashion avant-garde temperament, borderless front face + split LED headlights, for young people is indeed very tempting. In terms of interior, the double large screen + multi-function steering wheel + electronic gear lever is not only functional and practical, but also very trendy and technological atmosphere.
In addition to the huge improvement of the appearance value, in the communication with consumers also began to change the way of thinking, such as Chinese name, but also began to play the vote, the current shortlisted yuanqi, Mengda, small O, agility, Ou Mengda five, temporarily look at the "Yuanqi" the biggest chance of winning, waiting for the final confirmation.
As the first SUV after the evolution of Chery 4.0 products, the OMODA 5 is positioned higher than the current Arrizo and Tiggo series. According to the schedule, the car is expected to be officially launched in the second quarter of this year, around June, and the price range is between 110,000-150,000.
With globalization to drive domestic sales, Chery's trump card
In terms of pricing, OMODA 5 is not only the launch of a new product line, but also a product upgrade. According to the body size, this car is almost benchmarked against Honda's Binzhi and XR-V, but in its own brand, the price is similar to Changan UNI-T, which is one level higher than the mainstream best-selling models, how to make consumers accept it?
First of all, the biggest selling point is naturally Chery's good play engine. The OMODA 5 will be powered by a Kunpeng 1.6T engine with a maximum power of 197 hp and a peak torque of 290 Nm, matching a 7-speed wet dual-clutch transmission. This powertrain is already very mature, is Chery's home flower, and is also an important support for Chery's sales. At the same time, there are 2.0T engines and hybrid systems that can be expanded to meet the current diversified needs of consumers.
Secondly, Chery positioned the OMODA 5 as a global model and made great efforts in safety. It is reported that the new car, which has not yet been listed, has been crash-tested for nearly 170 vehicles. Judging from the results, it can meet the five major collision standards of China's C-NCAP, EU E-NCAP, Central and South American L-NCAP, Southeast Asia ASEAN-NCAP and Australia A-NCAP.
In addition, OMODA 5 also meets the emission standards, crash safety, pedestrian protection and other standards of Russia, Brazil, Gulf GCC, Chile, chery's global models have also obtained GOST, INMETRO, ANTATEL, 3CV and other certifications, and meet the regulatory requirements of 16 countries such as Egypt, Argentina, Ecuador, and Algeria.
It can be seen that the global model is not an abstract concept, behind which is the global standard, not only the safety standard, but also the adaptation of the use environment. In the development process, Chery fully considers the global car environment and conducts rigorous tests, such as: dusty road surface in Brazil, high-altitude steep slope test in Mexico, high temperature test in Saudi Arabia, humid and hot environment test in Indonesia, desert river \ Russian high-cold test, etc., all of which have been developed and verified according to local conditions.
As we all know, the internationalization ability of Chinese auto companies is still very weak, and Chery is the best internationalization. Up to now, Chery's global users have exceeded 10 million, including 1.95 million overseas users, ranking first in the export of Chinese brand passenger cars for 19 consecutive years. In 2021, Chery exported 269,154 units, an increase of 136.3% year-on-year. The good performance of the domestic and foreign markets has given Chery great confidence and confidence in a sense.
The chain of consumer contempt, can Chery break it by globalization?
In the domestic market, the chain of consumer contempt has always been deeply rooted, while independent brands are helplessly at the bottom, and many first-line brands have suffered from it. For example: the recent price increase in new energy vehicles, BYD rose thousands to be sprayed, and foreign competitors rose tens of thousands of no one said anything, and this situation is difficult to change in the short term.
This kind of negative sentiment towards domestic production is found in all walks of life. In order to break this chain of contempt, many companies have no choice but to passively internationalize, such as in some industries, making a shell abroad, and then "westernizing" the product packaging, and then selling back to China. Or directly buy an international brand, such as SAIC's acquisition of Rover to create the current Roewe and MG, BAIC even bought a German brand that has been closed for decades to borrow the corpse and restore the soul to create Borgward.
However, these ingenious methods are now not recognized by the mainstream user base. At present, the mainstream practice of the automotive industry is to export to Europe, including BYD, Weilai, Lynk & Co, Great Wall and other enterprises, if they can stand firm, they do have a strong demonstration effect on China. This model is actually the most successful Huawei, when Huawei's high-end mobile phones were firmly established in Europe, and then the domestic fire.
Chery's approach is also relatively hardcore, that is, to sell its own products abroad, gradually accumulate influence, and then create global models. However, the mainstream market that Chery can touch is still an underdeveloped region such as Asia, Africa and Latin America, so although globalization has done well, it has not formed the effect of brand upgrading.
Therefore, this time OMODA 5 is also ready to test the waters in developed countries in Europe, which naturally reminds people of the year of Qoros, the brand is developed in Europe, and for the European market to build, at that time is also the main European five-star safety standards, and then sold back to the domestic, but because of the price is more expensive, the brand power can not support the price, so it finally failed. The biggest problem is that although Qoros is built by European standards, it has not opened the European market, and it is naturally difficult to form a brand ice-breaking effect in China, which is the biggest difference with Huawei.
Therefore, whether OMODA 5 can break the brand contempt chain, or depends on the performance of the European market, whether it opens up a world, or follows in the footsteps of Qoros, it remains to be seen. In fact, Chinese brands into the developed countries in Europe, fuel vehicles are very difficult, and pure electricity and hybrid is indeed an opportunity, OMODA should also launch targeted models as soon as possible to seize this market dividend.