Chery Group sold a total of 81,818 vehicles in March, an increase of 2.2% year-on-year. From January to March, Chery Group's cumulative sales of 229277 vehicles, an increase of 11.5% year-on-year, although it seems that the prospects are good, but there is still a significant gap with the guarantee of 1.5 million and the sprint of 2 million vehicles.
In order to shorten this distance, it is important for chery automobiles and Chery new energy to play a steady and progressive role, but it is more important to increase the upper limit of short-board brands. Obviously, the growth progress of the high-end brand Xingtu Automobile in the market is exactly the old and difficult problem that Chery Group needs to solve urgently.
Regarding the sales of Xingtu Automobile in March, Chery Group did not release specific data, but only generally explained that the global sales of the Xingtu brand from January to March were 10,421 units (including exports), an increase of 81.3% year-on-year. According to the sales volume of 3551 units in February, it can be known that the average sales volume of Xingtu Automobile in January and March this year was about 3500 units. Compared with last year's annual sales of 37,000 vehicles and an average monthly sales of 3,096 vehicles, although there is a certain improvement, this progress obviously does not outperform the growth rate of the broader market.
Ruiqi, Weilin and Qoros are depressed, so that Xingtu Automobile has become the only seedling of Chery Group to impact the high-end market, which has obtained a lot of resource tilt, but unfortunately these advantages have not been converted to sales, so that when Chery Group repeatedly announces sales, it will always "snow hide" Starway, which can be understood as a multi-degree protection of the brand image. After all, compared with geely Lynk & Co (which sold 221,800 vehicles last year) and Great Wall WEY (which sold 67,700 vehicles last year), which are also high-end sub-brands next door, the gap is obvious.
Although this has something to do with the entry sooner or later, it is obviously far-fetched to simply blame the failure on time. The current situation of Xingtu Automobile is caused by a variety of factors, if these problems cannot be solved, even if it is hard work, it is difficult to be supported.
The continuous premature death of sub-brands has made Xingtu Automobile come with an aura of doubt, which can be imagined as an impact on a positioning high-end brand. In recent years, the sales volume of Xingtu Automobile has continued to be sluggish, and it has not achieved results in brand image shaping, and due to the price positioning of some products and the high degree of overlap between Jietu and Chery brands, the product image has not highlighted enough differentiated advantages and cannot take care of the face of consumers. In addition, there is no distinctive brand label like Lynk & Co, which also makes the high-end image of Xingtu very vague, and it is impossible to accurately select the target group.
Generally speaking, the personality of the brand image is mostly shaped through marketing. However, from Chery's ridicule of "first-class technology, second-rate brand, and third-rate marketing", it is not difficult to guess the degree of spanning of Xingtu in marketing. After "Confucian General" Jia Yaquan joined Xingtu, although he made a series of marketing moves, such as cross-border co-branding with well-known brands, sponsoring variety shows, and douyin cooperation to brush the sense of existence, etc., these are still too traditional in the present, and they do not make people shine, and the help for brand building is also very limited.
Today's marketing is basically based on the aesthetic preferences of young consumers as the starting point, how to play with them, is the most critical. Like personality sports, intelligent sense of technology, then through the promotion of the brand to give the brand a young and scientific and technological sense of the label, so that consumers in the decision to buy a "fashion single product", the car purchase list can appear in the figure of their own brand, rather than through monotonous and boring publicity, repeat the machine to refresh the brand's sense of existence, touched themselves, but the final effect is minimal.
And the lack of sales channels has also become a roadblock for the star to move forward. Xingtu Automobile had said that it would achieve a network layout of 200 experience centers + 200 franchise stores + 1,000 authorized experience stores at the end of last year, but from the current situation, this idea is still stuck on the slogan. Xingtu's sales channels are not only sparsely distributed but also very uneven. For example, there is only one 4S store in Nanjing, and there is only one authorized dealer in Jilin Province. In contrast, in Jiangsu, Shandong and other regions, there are as many as eight or nine 4S stores. Many consumers not only have to face the problem of difficulty in watching the car and buying a car, but also the subsequent maintenance is also a major problem.
The models of Xingtu Automobile have been significantly improved through continuous upgrading, and the pre-sale of Xingtu Chase ET-i and Lingyun S in March has further improved the product matrix. Although the current market is highly called, if the stubborn diseases on the brand "hardware" cannot be properly handled, even if there is a strong technical reserve, it is still difficult to get cheap when competing with the same level.
*Some of the pictures come from the Internet, if there is infringement, please contact to delete