Brand upgrading has almost become Chery's heart disease in these years, in order to get rid of the label of cheap car brands, Chery has made many attempts in recent years, including technological innovation and research and development investment, to create sub-brands, all of which have not returned. Different from the Great Wall and Geely, these first-line independent brands, Chery and its own user groups kill each other and fall in love, the latter can love the Chery brand for a long time, and even become the "tap water" of the Chery brand, but there is an exception is Chery's "don't increase the price", as long as the premium is slightly higher, the sales will directly sit on the cold bench.
Starting with the Tiggo 8, is there anything wrong with this car? In my opinion, in addition to the design does not cut to the aesthetics of young consumers, it is almost a product that cannot be faulted. Although there are occasional minor problems, it will not seriously affect the user's use. The performance of the three major pieces is also relatively stable, and the power of 1.6T has almost no opponents in the same market. But such a car, the price can only follow the H6 these veterans' butts behind the way. Strategically, it did not help Chery complete the brand upgrade.
Then there's the Tiggo 8 PLUS, which should have adopted a new design team, and the product looks a lot prettier. Some people commented that the Tiger 8 PLUS is a "hardcover version" of the Tiger 8, but due to the existence of the Tiger 8, the pricing of the Tiggo 8 PLUS looks very strange. It seems that there is only the difference between the shell, the price has risen by tens of thousands, which also makes the Tiggo 8 PLUS perform flat in terms of sales, it is said to sell well overseas, the editor did not retrieve the relevant information, here is not much to talk about.
Of course, Chery will not die, and brought the Tiggo 8 Pro, which is also an attempt to upgrade the brand. Recently, the media also broke the news that the pre-price range of the Tiggo 8 Pro is about 13.19-16.99 million yuan, which has not been officially confirmed by Chery. However, I personally speculate that the price of the product should be only higher than this price.
But can it pick up the girder? I think it is difficult, you will find that Chery is engaged in it, making its own products fall into serious internal friction, originally 1.6T is a very good powertrain, a good hand of cards to play sparsely. If this engine is auspicious, it can toss to 200,000 yuan to go... But in Chery's hands, it was like a cook with a dragon slaying knife, and the cutting dun was Li Suo, and he could not become a martial arts master after all.
It seems that Chery is learning the routine of Haval H6, but the Great Wall is also making a fuss about 1.5T. And Tiggo 8 direct 1.5T, · · 1.6T, 2.0T are all arranged, the result of 1.6T first put its own 1.5T and 2.0T dry down, this time Chery wants to raise the value of the 1.6T engine, it is as difficult as ascending to the sky. Because consumers will measure the 1.6T of the Tiggo 8... To say that it is not afraid of offending consumers, Chery seems to have "sold" its own technology research and development results.
But then again, if Chery is willing to take this low premium route, then naturally I will not say anything. Interestingly, we can clearly see chery's ambition to climb up, and this ambition is also being poured cold water by the market again and again. This is not a problem of the market, nor is it a problem of technology, nor is it a problem of consumers. Rather, chery's strategic direction and tactical execution have been huge problems throughout. As mentioned above, the cook who gets the dragon slaying knife will not become a martial arts master, and the one who can save Chery may need a real chivalrous guest.