Lead
Introduction
Continuation and inheritance are the most needed by independent brands.
Author 丨 Yang Jing
Responsible editor 丨 Yang Jing
Editor 丨Zhu Jinbin
"Beautiful, Chery finally came out with a decent car." Without warning, Chery Automobile released the makeup photo of the new Chery M1E. Regarding the discussion of the model, many netizens have expressed their views, most of which are praise.
The emergence of Chery M1E not only represents that Chery Automobile has finally launched a new car product over the years, but also means that in recent years, the trend of sports of independent brand cars has become more and more obvious, this is not a model that is completely sporty design style, but can meet the aesthetic vision of the general public.
For the Chinese auto market, it is necessary to have different models. When the official chery M1E figure came out, many people compared it with many popular models at the moment. But for Chery Automobile, this new car is an important part of the breakthrough beyond its car product Arrizo series, and its significance is far more than that.
The only seedling of the car plate
At present, chery Automobile's car product camp for sale, there are only 3 compact car products. The three models are already old and uncompetitive, with the Arrizo 5 launched on March 18, 2016, the Arrizo GX on October 10, 2018, and the Arrizo 5 PLUS on December 18, 2020.
In fact, there is no essential difference between these 3 cars. The wheelbase data of the three models is exactly the same, and only differences in body size, powertrain and configuration make the price difference. Even in the sales report of the Association, in some months of last year, the sales of the three cars were unified into the Arrizo series, and there was no breakdown.
Therefore, according to the rhythm of SUV + sedan running on two feet at the beginning of the development of Chery Automobile, in the strong SUV front composed of Tiggo 5x, Tiggo 7 series and Tiggo 8 series, the importance of the car camp Arrizo series is more prominent. The emergence of Chery M1E is to fill the gap of the Arrizo series and go one step further.
Although Chery Automobile did not announce any parameters about the Chery M1E, as the first sedan model after the evolution of Chery 4.0 products, Chery M1E adopts a new design language. According to the forecast, the vehicle length is around 4700mm to 4800mm, and the wheelbase is also about 2780mm to 2800mm. It is expected to position the A+ class sedan, and the price will be set at 100,000-150,000 yuan.
The interior design is basically similar to that of Tiggo 8Pro and OMODA5, and the power is currently using two powertrains of 1.5T+CVT and 1.6TGDI+7DCT. After that, there are also sports models planned, which are planned to match the 2.0TGDI engine, and the Kunpeng e+ plug-in hybrid may also be planned.
Referring to the logo on some details of the new car, Chery M1E is likely to be an extension of the Arrizo series and is expected to be named Arrizo 8.
In fact, in the history of Chery Automobile, there is no shortage of star car series in its car camp. Chery QQ series, Fengyun series, Qiyun series, including the once famous Chery A3, all stay in the memory of many people. But these models have a common problem, that is, scattered but not strong, so they have not survived today.
There are many model series, and it has not created a truly competitive product series, not only Chery Automobile, but also the weakness of many independent brands. The characteristics of scattered but not strong are also a long-standing problem of Chery Automobile, not only the model series, but also the multi-brand strategy.
Therefore, today's well-known independent brand cars are adhering to the concept of creating a monumental style. Geely Emgrand has reached the fourth generation of models, and Changan Yidong has sold more than 1.2 million vehicles in 10 years. The names of these models have been engraved in the minds of Chinese consumers and have become an indelible imprint.
Continuation and inheritance are the most needed by independent brands. After stopping most of its previous sedan product lines, Chery Auto needed Arrizo. Shaping a strong naming system, attaching importance to the continuous creation and inheritance of existing products, and strengthening brand value are important parts of Chery Automobile's and even China's automobile breakthroughs.
Chery needs "Arrizo 5" more
The Arrizo series is worthy of being continued and inherited.
On July 26, 2013, Chery Arrizo 7 was officially launched. The significance of this car is not that Chery Automobile has developed a new model name, but that this car is highly original and is being developed by an international new R&D team. With the landing of the Arrizo series of models, the new product architecture of the "One Chery" brand strategy has also been completed.
Arrizo 7 not only witnessed chery's increasingly mature system capabilities after its strategic transformation, but also reshaped Chery Automobile's new quality image. Although the sales volume of the Arrizo 7 has always hovered around 3,000 units per month, the market evaluation of this self-owned brand sedan is the confidence and confidence that the independent brand can compete with the joint venture brand.
Similarly, in the case of sluggish sales of the Arrizo 7, Chery Automobile has no plans to replace this car. Fortunately, The Arrizo 5 went up in time and became a single seedling of Chery Automobile in the field of cars. Arrizo once sold more than 20,000 units in May and maintained a monthly sales level of 10,000 units after many years.
Last year, the Arrizo series sold a total of 105,100 vehicles, second only to Geely Emgrand, BYD Qin, Changan Yidong and Roewe i5. Such a performance should theoretically occupy a certain position in the hearts of the Chinese people. But objectively, in fact, this sales figure composed of 3 models does not give Chinese consumers a clear memory of any of Arrizo's cars.
In this case, Chery Automobile must create a star sedan product, and it needs a clear name, and there can be no other branch models. In Arrizo's product spectrum, Chery M1E has a reason and must fill this gap. With a makeover shape and the strength as always, re-enter the Chinese car market.
However, the constraints faced by Chery M1E are also obvious, the most important of which is that there is no low-level product strength as a high-end upward support. Among their own brands, Geely, BYD and Changan have good car products, but when enlarged into the entire compact car market, these brands still fail to break through the 100,000 yuan market.
This independent top three still has star car products as support, and the Arrizo 5 series is obviously unable to support the further development of Chery M1E. Therefore, compared with the launch of Chery M1E, what Chery Automobile needs to do more at the moment is how to create a star car with a level of 7-100,000 yuan. Without such a model as the foundation, it is difficult for high-end models to stand out.
According to Chery Automobile's latest product planning, in 2022, Chery Automobile will put a number of new models into the market, including Tiggo 8 Pro, OMODA 5, Arrizo GT, Chery M1E, Tiggo 8 Pro Hybrid Edition, Tiggo 7 Hybrid Edition, etc. The Arrizo 5 series, which has been on the market for 6 years, still has no replacement models, and the latest news is still only a small change.
In the eyes of Chery Automobile fans, they have always held a loving and hated attitude towards this self-owned brand car company. What I love is that Chery Automobile can sink its heart to concentrate on research and development, and what I hate is that this car company has never noticed what the market wind direction is and what the needs of consumers are.
Today's Chery Automobile only has the Tiggo series of SUVs in the bitter support, will the Chery M1E, which is talked about by netizens, be Chery Automobile's turnaround? According to the historical experience of Geely, BYD and Changan, which are at the forefront of their own brands, it is still difficult to make efforts in the field of high-end cars. But you can't beat it to death with a stick, after all, there is still a possibility of success in the theory of product force.
| Yang Jing |
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