To say which domestic car company has the most iron powder, I think Chery can definitely rank first, because the achievements of the engine, gearbox and chassis are considered to be the best in the independent brand, and even compared to the joint venture brand. But if you want to ask which car company is the most controversial, Chery must also be the well-deserved first place, this once independent brand "a brother", relying on a Chery QQ fire all over the country, but since then a variety of fan operations continue, but is to create a new brand and go high-end, let themselves miss the best golden age of the development of the car market, until the past two years to gradually find a feeling, sales gradually picked up, but has been the Great Wall and Geely thrown away a big cut.
In 2021, the total sales of Great Wall Motors was 1.281 million units, Geely Automobile sold 1328029 units, as a comparison, although chery brand sales rose by 46.3% year-on-year, but also sold only 656846 units, the gap is still not small, Chery compared to the Great Wall and Geely really like netizens said only a good designer? The truth may really be more than that.
Exterior design
Chery's exterior design has been criticized the most, and chery is still groping when the Great Wall and Geely have already set a family design and vigorously promoted it.
Taking the best-selling model of the Chery family, the Tiggo 8, as an example, its front face also uses the popular large-area grille and split headlights, and the logo is also embedded in a through-line chrome trim strip, which looks more holistic, but these elements are fused together but do not bring a dazzling effect, but give people a clunky and old-school feeling, in other words, it does not cater well to the preferences of young consumers.
In addition, like Arrizo 5 and Arrizo 5PLUS are also each with their own design styles, the front face of Tiggo 8PLUS is enough exquisite atmosphere, used in Tiggo 7 and Tiggo 5X is not ugly, but Chery does not seem to plan to stick to use, because the upcoming Ou Mengda has used a new borderless design, and it is unknown whether it will affect the design style of the Chery family in the future.
Model layout
In addition to the variety of design styles, Chery's model layout is also somewhat incomprehensible. Chery has two product series of cars and SUVs, of which the sedan series has three models of Arrizo 5, Arrizo 5PLUS and Arrizo GX, Arrizo 5 series focuses on the low-end market of 60,000-80,000 yuan, and the product strength advantage of Arrizo 5PLUS is obvious, which seriously squeezes the living space of Arrizo 5. Only three models of The Arrizo GX are priced at 8.59-12.98 million yuan, the fashion version and the elite version are priced below 100,000 yuan, and the model is still stuck in 2019, and the premium version of 129,800 yuan is 2021, but this price is matched with a 1.5L self-priming engine is obviously not intended to go, and the only one that can support the price of 100,000 yuan, the Arrizo 7, has been discontinued, which is really difficult to understand.
Look at the SUV sequence, according to the level of division of Tiggo 3, Tiggo 5, Tiggo 7 and Tiggo 8 four series, the price spans 4.99-17.18 million yuan, it seems that the price layout between each model is reasonable, but a closer look will find that Tiggo 5X, Tiggo 7 and Tiggo 8 have new and old models on sale, and even Tiggo 8 is selling 2020 models / 2021 models and 2022 three generation models, as we all know, the old models will have a lot of preferential margins after the launch of the new model, This has led to a squeeze between the various models of the Tiggo family, and the price range has seriously overlapped.
Branding
Chery has at least two points worth criticizing for its brand building:
First of all, friends who have been to Chery 4S store should be impressed by its red door, such a design looked quite fashionable 10 years ago, but now it seems to be undoubtedly a little old, not to mention compared with BYD's latest modern style design, even compared with Geely, Great Wall these independent brands, Chery in the store sense of luxury is also much worse.
Moreover, the creation of a brand is the result of the accumulation of one classic model after another after continuous upgrading, not one or two hot-selling models can change, Volkswagen, Toyota and Honda are good examples, Golf, Corolla and Civic have today's heritage after generations of evolution. But Chery is obviously not good enough in this regard, the classic models that disappeared from Chery's hands over the years can not be counted, such as Fengyun, Son of the Orient and A3, etc. Looking at the models on sale in Chery, only one Tiggo 3 belongs to the veteran, but the appearance and interior have not kept up with the times, and it is almost abandoned by Chery.
Cycling profits
In 2021, Great Wall Motor's net profit was 6.73 billion yuan, Geely Automobile earned 4.35 billion yuan, and BYD also had a net profit of 3.045 billion yuan. Chery's 2021 net profit was not announced, but retrospectively, in 2020 Chery's cumulative car sales reached 449,000 vehicles, but the annual net profit was only 7.3718 million yuan, the average sale of a car only earned 16 yuan, you read it correctly, selling a car can only earn a bowl of noodle money, 2021 Chery operating income of 105.6 billion, an increase of only 1.2% year-on-year, although there is no problem in maintaining profitability, but the net profit wants to catch up with the Great Wall, Geely and BYD is obviously a fool's dream.
Written in the end, whether a car can sell well, technology is important, but marketing and publicity are also indispensable, what Chery has been lacking is not technology, it is like a science student, the most difficult problem will be done, but the simple recitation of texts is always wrong. If you ask me if Chery has changed over the years, my answer is that it has changed, but it doesn't seem to have changed.