22/04/11
Lead
Tiggo 8PLUS single model sales of less than 20,000 units a month, Chery Automobile's brand value is still not played out.
Author 丨 Yang Jing
Responsible editor 丨 Du Yuxin
Edit 丨 Chic
In March, the spread of the epidemic continued to affect sales figures in the automotive market. Especially for independent brands, some key regional markets have been greatly affected, so many independent brand car companies have declined by different margins. So there are very few who can achieve growth results in March, and they are also commendable.
Recently, Chery Holding Group released sales data showing that 81,818 cars were sold in March, an increase of 2.2% year-on-year. From January to March, Chery Group sold 229,277 vehicles, up 11.5% year-on-year. Among them, new energy sales were 53,054 units, an increase of 212.6% year-on-year, and exports were 69,907 units, an increase of 30.8% year-on-year.
Although chery Group's sales growth in March was not high, it can be seen that since the beginning of this year, despite the inevitable impact of chip shortages and repeated epidemics, Chery Group has created value through technological innovation and product iteration, and maintained hot sales in the first quarter. Among them, the new energy track has made rapid breakthroughs, and overseas markets continue to sell hot.
1
The Tiggo 8PLUS must sell more than 20,000 units a month
As the most important half of Chery Group, the sales volume of Chery Automobile brand must be able to play a supporting role. For a long time, Chery Automobile's sales have been able to enter the top five of independence, but for this former independent brother, if it wants to truly become a real national brand, it must work together in terms of sales volume and brand.
According to the data, Chery Automobile sold 60,273 units in March, an increase of 14.4% year-on-year, and sold 172,155 units in the first quarter, an increase of 25.9% year-on-year. The flagship Tiggo 8 series, the flagship SUV under the "big single product" strategy, sold 41,066 units worldwide in the first quarter, an increase of 14.2% year-on-year, and the cumulative global users exceeded 500,000.
This means that the sales volume of the Tiggo 8 series only accounts for about 25% of Chery Automobile, in addition to exports and new energy, chery Automobile must create another "big single" model. This model must help the Tiggo 8 series to jointly take on the task of the upward movement of the Chery automobile brand.
Referring to geely, Changan and BYD, the three SUV + sedan legs of the car companies, Chery Automobile's next "big single" model can be Tiggo 7 or Tiggo 5, but it is best to be a sedan. Because the dual SUV strategy of its own brand is difficult to travel, it will have more advantages and more necessary in the field of compact cars.
Geely Emgrand, Changan Yidong and BYD Qin are all important weapons for the survival and development of these car companies, and they are also the basis for the development of these car companies to high-end models. Geely Xingrui, Changan UNI-T, BYD Han and other models can be recognized by the market, that is, they have a solid foundation, and this is also a prerequisite for independent brands to soar.
Of course, the most important thing for Chery Automobile to blind is to create the Tiggo 8 series more deeply rooted in the hearts of the people. The Haval H6 once thrived in its own SUV, and then became a dark horse in recent years. Therefore, Changan Automobile also relies on the siphon effect of CCS75PLUS, and the sales of other models have risen with the water, which is an experience that Chery Automobile can learn.
Therefore, for the car Chery, the Tiggo 8 series, especially the Tiggo 8PLUS, must pass the mark of more than 20,000 units sold per month. Only in this way can we prove to the Chinese auto market the true value and competitiveness of the Chery Automobile brand. Only through such a model can the strength and quality of Chery Automobile be truly transmitted.
However, it is worth noting that in the case of better and better sales of Chery Automobile, Chery Holding Jietu Automobile's life is not good. Jetto Auto sold 10,006 vehicles worldwide in March, and yes, even with the addition of the global two words, Jetto Auto's monthly sales were still worse than the previous Jetto X70 car.
Sluggish sales can only rely on the effect of new cars, Jietu Automobile launched a B-class SUV with Kunpeng Power 2.0T engine in the first quarter of the whole series of Kuitu X90 Zilong, and this year will also launch kunlun architecture's first product Jietu Dasheng, and constantly strengthen the product matrix. Even with poor sales in March, Jetway's annual sales target of 200,000 units remained unchanged.
On the contrary, under the key supervision of the group, Xingtu Automobile achieved good sales results. From January to March, the Xingtu brand sold 10,421 units worldwide, an increase of 81.3% year-on-year. Although the overall data is not high, the increase is good. With the support of the Group's technology, in March, the Xingtu Wind Chasing ET-i model was launched, and the Xingtu Lingyun S launched pre-sale, and Xingtu Automobile entered a new stage of "new energy + traditional energy" two-wheel drive.
2
QQ Ice Cream and Little Ant are embarrassed
According to Chery Group's 2022 target, one-third of Chery's sales will be contributed by Chery brand vehicles; the other third will be borne by overseas markets; and the remaining one-third will be composed of Jietu Automobile and new energy vehicles. In this way, the expectation of 1.5 million vehicles this year can be achieved.
In overseas markets, Chery has taken the initiative to carry out in-depth cooperation with first-class suppliers and Internet giants in many countries, carry out joint innovation in multiple fields, do product "adaptive development" around the needs of local users, and cooperate with partners to achieve mutual benefit and win-win, so as to make the overseas "circle of friends" bigger and bigger.
In Brazil, Chery established the first overseas plant of Chinese automobiles, with a total of 150,000 exports of cars; in Chile, Chery surpassed mainstream brands, ranking in the top three in the Chilean market in 2021; in Saudi Arabia, TIGGO 8 PRO sales have increased rapidly since its launch in June 2021, and also won the "2021 Best Advanced Technology SUV" award; in Peru, TIGGO 7 PRO stood out from Chinese car brands with the highest number of votes and won the "2021 Most Popular Chinese Brand".
Up to now, Chery has established six R&D bases around the world, including Wuhu headquarters, Shanghai, Europe, North America, the Middle East and Brazil, and established 10 overseas factories and more than 1,500 dealers and service outlets. Today, Chery Group's products are exported to more than 80 countries and regions, with a total of 10 million global users, including more than 2 million overseas users.
"Unstable inside, strong outside" is the development concept upheld by Chery, and Chery Group has shown sufficient resilience in foreign markets. When the tide of electrification came, Chery Group had to take into account the domestic electric vehicle market. Especially with the rise of new forces and the rapid follow-up of traditional brands, Chery Group has a long way to go.
In the first quarter, Chery Group sold a total of 53,054 new energy vehicles, an increase of 2.12 times year-on-year. Among them, new energy passenger cars were driven by chery ant and QQ ice cream, and sales in the first quarter were 50,013 units, an increase of 255.4% year-on-year; the sales volume of new energy models of chery brand has reached 29%.
Up to now, the cumulative sales of Chery Ants and QQ Ice Cream have exceeded 300,000 vehicles. Among them, Chery QQ Ice Cream, which was launched at the end of 2021, created a pre-sale record for New Energy Models in China with more than 70,000 pre-sale orders, with a single month sales of more than 10,000 consecutive tens of thousands, becoming one of the hot models in the micro pure electric segment.
In the list of "frontrunners" of the 2022 automotive industry enterprise standard released by the State Administration for Market Regulation on March 31, the "pure electric passenger car" category has a total of 11 models from 10 car companies such as Chery, BYD, Tesla, etc., of which Chery New Energy's Chery QQ Ice Cream and Chery Little Ant are both on the list, and are the only enterprises that have 2 pure electric passenger cars at the same time to become the "frontrunner" of the industry standard.
However, for the product price and brand value of BYD and Tesla, the gap between Chery Chery QQ Ice Cream and Chery Ant is undoubtedly very large compared with their models. Therefore, on top of having a good technical strength, Chery Automobile needs to look at the high-end market of new energy, where it can compete with foreign brands.
Yang Jing
No sleep at noon
Afternoon crash