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According to the latest retail sales data released by the Association of Automobile Manufacturers in March, the performance of independent brand car companies is very good, with a market share of 48.5%, up 8.8 percentage points year-on-year, of which Changan, BYD, Geely and so on have achieved positive year-on-year growth. Although it is a collective applause, compared with the sales list in February, it can be found that Chery has silently withdrawn from the group chat. Can't help but sigh, why is the gap between this "former independent brother" and the first-line independent brand getting bigger and bigger, or even falling behind?
Complaints, a lot of complaints! The Tiggo 8 series is chery's current main force, but it is a bit worse than the competitors' products of the same level. From the third-party sales statistics, chery Tiggo 8 sales in February were only more than 5,000 vehicles, which was a little far worse than competitors Changan CS75PLUS and Haval H6. Although the sales volume is not good, the number of complaints is not much, and many car owners complain about the Chery Tiggo 8 and Tiggo 8PLUS are basically the same.
In addition to the long-criticized headlight problem, on the vehicle quality network complaint platform, Tiggo 8 once again added two new complaints, the problem is engine shaking, the gearbox is frustrated. Among them, for the complaint of the abnormal sound of the double clutch transmission, the owner of the Tiggo 8 reflected that the vehicle transmission would click for more than 40,000 kilometers. In addition, some car owners said that even after replacing the gearbox and clutch, there is still a strange sound. As of now, the official has not given any positive reply to this problem, which is actually a very dangerous problem, if you suddenly can't change gears during the drive, the safety of the driver and passenger will be greatly threatened.
In addition to Tiggo 8, in the past month, on the complaint website, Chery has three models that have entered the top 20 of complaints, namely Arrizo 5, Tiggo 7, and Chery Ant. Among them, Arrizo 5 mainly has problems such as engine compartment rusting cannot be completely solved, body leakage and other issues; while the new and old models of Tiggo 7 have different problems, and its 2020 and 2021 models also have excessive headlight blind spots, and the old problems are concentrated in the aging of the interior panel of the main passenger seat. In this regard, there are also car owners who suspect that the quality of related products is seriously substandard in the complaint.
And the small ants are leading the entire list of mini car complaints, according to the content of the owners' complaints, the problems involved in Chery small ants are simply various, there are no charging, there are abnormal sounds, there are battery failures, there are air conditioning problems, there are battery problems, there are service problems, etc., but the most complaints are basically concentrated in the two big problems of not being able to charge and lose power. What is more excessive is that for the complaints of car owners, the reply given by the manufacturer is basically "to contact the customer in time to invite the station to deal with it." Specific vehicle problems will be actively investigated and dealt with. Our company will continue to do a good job in tracking the car, to provide customers with thoughtful after-sales service and protection. "As for what exactly is the cause of the failure? How do I fix it? The manufacturer did not mention anything, perfunctory.
As we all know, Chery has been holding high the banners of "Technology Chery" and "Quality Chery", and has frequently achieved results in core areas such as the "three major pieces" of fuel vehicles and platform technology at the technical level. Among them, Chery's self-developed engine and gearbox have won the title of "World's Top Ten" for many times. However, judging from the increase in chery complaints in recent years, it is obvious that the gold paint signboard of "quality Chery" has begun to lose color.
To make matters worse, according to statistics, in recent years, Chery has had a large-scale recall of more than 100,000 vehicles every year. And most of the recalls were not actively committed by Chery Automobile, but were carried out in the case of the State Administration for Market Regulation launched a defect investigation. Affected by the investigation, Chery Automobile Co., Ltd. decided to take recall measures to eliminate potential safety hazards. In addition, according to the 2021 J.D.POWER new car quality ranking, for every 100 Chery models, the number of problems is 204, exceeding the industry average.
Last year, based on the increase in new car sales of nearly 40%, Chery boasted haikou: to ensure annual sales of 1.5 million vehicles in 2022, strive for 2 million vehicles, and annual operating income of 200 billion yuan. However, from January to March this year, Chery Group only achieved cumulative car sales of 229,277 units, so how easy is it to achieve the goal?
Even though Chery is a leader in the export industry, the number of overseas users has reached 1.95 million. However, it should be known that the strength of Chery Automobile Group can not be directly equated with export sales, more importantly, Chery's sales in overseas markets are too dispersed, if the historical highest annual sales of 270,000 vehicles are divided equally, the average annual sales volume of each country is only more than 3,000 vehicles, and has not formed a strong market influence, and the actual gold content of exports is not high. In addition, in the largest single market outside China, the European and American markets, Chery Automobile Group can be said to be helpless at present, just setting up a research and development base.
In addition, returning to the product layout, Xingtu Automobile, which carries the group's high hopes, has almost been marginalized by the market. In 2021, Xingtu handed over a sales performance of 37,000 vehicles, which is still far from the target of 50,000 vehicles booked. In contrast, Lynk & Co and Weipai handed over report cards of 220,000 and 58,000 vehicles.
What is even more helpless is that today's new energy vehicles are played by traditional car companies and new car-making forces, Chery New Energy has become a bystander, and Chery New Energy, the first to start in the new energy automobile industry, has now become a latecomer, since its establishment in 2010, the brand has only 6 models on sale so far, and among them, the small ant single model accounts for more than 70% of the brand's overall sales, but the sales volume and complaint volume can be said to be equal.
epilogue
Once, Chery was regarded as a brand of hope for china's auto industry by making cars enter thousands of households through QQ, but now it seems to have lost its way forward. In the face of complaints, a reasonable solution has not been given so far, resulting in a high number of complaints. In the face of declining sales, use export volume and no marketing as an excuse. In the fiercely competitive automobile market, continuing to "pretend to sleep" in this way is tantamount to self-destruction of the Great Wall for Chery.
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