Chery Automobile: Striving for the new energy track, determined to catch up with the giant Chery Automobile, a little-known "invisible giant", silently rising in the automotive industry. However, although Chery has achieved good sales results, it is not related to the mainstream trend of new energy and high-end. Now, Chery has decided to change its strategy and focus on the new energy track, and promises to launch nearly 40 new electric vehicles in the next two years. This move is eye-catching, which means that Chery has finally begun to face up to its shortcomings and hopes to emerge in the field of smart electric vehicles. Yin Tongyue, Chairman of Chery Automobile, showcased many new products and technologies at Chery's 2023 Technology Day, from engines to batteries, electric drives, to intelligent cockpits and intelligent driving, as well as L4 Robotexi and LION AI large models on the car, car to enjoy the metaverse, etc. Yin Tongyue said that Chery will shift its focus from product development to technological breakthroughs and innovation, and will invest hundreds of billions in research and development in the next five years. This shows Chery's determination, and they hope to achieve leapfrog development through technological upgrading. Although Chery has made significant breakthroughs in sales, this is mainly due to overseas markets and sales of traditional fuel vehicles.
According to data from the China Association of Automobile Manufacturers, in the first three quarters of this year, Chery's sales exceeded one million, reaching 1.253 million units, and its operating income increased by nearly 50% year-on-year to 213.02 billion yuan. However, most of the sales came from overseas markets, especially in the Middle East and Southeast Asia, while sales of new energy models were relatively low. This is one of the reasons why Chery has not been able to show strong competitiveness in the domestic market. Chery's choice to accelerate the development of the new energy track means that they have finally begun to face up to their shortcomings. In the field of new energy, Chery's performance so far is not impressive, and there is a gap between both products and sales compared with competitors. However, Chery is determined to change this and plans to launch nearly 40 new electric vehicles in the next two years. This is a very bold move, and it is also a clear signal from Chery to the giants: we are no longer polite and will strive to sprint to the domestic head position. In order to achieve this goal, Chery will increase investment in research and development. Yin Tongyue proposed that hundreds of billions of dollars will be spent on research and development in the next five years, and focus on technological breakthroughs and innovation. This means that Chery will no longer rely solely on past product development, but actively seek technological breakthroughs.
This measure will help enhance Chery's competitiveness in the field of new energy, and is also in line with the general trend of transformation and upgrading of China's automobile industry. However, it is not easy to make a breakthrough in the new energy track. At present, the competition in the new energy vehicle market is fierce, and major car companies have increased investment and launched more innovative products. Chery needs to face not only domestic and foreign competitors, but also challenges in technology and supply chain. In order to successfully reach the top position, Chery needs to strengthen its own R&D capabilities, improve product quality and performance, enhance user experience, and establish a good brand image. Yin Tongyue's statement has attracted widespread attention from the market. Chery's determination and actions show their determination to catch up on the new energy track. However, whether Chery can achieve this goal remains to be tested by time. In such fierce market competition, Chery needs to be more pragmatic and innovative, focusing on technological breakthroughs and product optimization. At the same time, the government should also provide better policy support and market environment to create good conditions for the development of Chery and other enterprises. In short, Chery Automobile decided to make efforts to the new energy track and accelerate the launch of new electric vehicle products. Yin Tongyue's high-profile statement has aroused the attention and expectations of the outside world.
However, in order to stand out in the fierce market competition, Chery also needs to solve the challenges of technology, supply chain, etc., and pay attention to product quality and user experience. At the same time, the government should also increase policy support to provide a better development environment for Chery and other enterprises. Do you think Chery can succeed in the new energy track? What are your views on the future development of China's automotive industry? Chery's wholesale volume of new energy vehicles in the first three quarters of this year was only 82,100 units, a huge gap from 230,000 units in the whole of last year. This means that the market share of Chery's new energy models is only 6.6%, which is much lower than the market share of new energy models of its own brands such as Geely, Changan and Great Wall in the same period. As one of the earliest independent brands in China to research new energy, Chery's achievement is undoubtedly surprising. Chery's helmsman Yin Tongyue was also unwilling to do this, he frankly said that Chery got up too early in the field of new energy, but it was a late gathering. According to Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, although Chery began to research new energy as early as 2001, it has always manufactured electric vehicles from the perspective of traditional fuel vehicles.
Unlike those "barefoot" new forces, Chery has a glorious history and achievements, so its investment in the field of new energy has been relatively conservative, which is actually a manifestation of fear of failure. However, in today's involuted new energy market, Chery is becoming more and more isolated. If it does not speed up the make-up class, Chery will face a double attack from its opponents in the domestic and foreign markets. BYD, Great Wall, Geely, Changan and other new forces are seizing the overseas market that Chery is good at, while the export growth rate of new energy vehicles has begun to significantly exceed that of traditional fuel vehicles. Therefore, Yin Tongyue must go all out to create an explosive new energy vehicle belonging to Chery and achieve a qualitative breakthrough. At the beginning of this year, Chery has begun to try to correct deviations. At the end of February, Chery released the Mars-based super hybrid platform; In April, it announced the full transformation of its brands into new energy brands, and launched a new new energy brand iCAR and new energy model sequence Star Era STERRA; In September, Chery also announced that it would "resurrect" the Chery Fengyun brand as a new electric product series, and cooperated with Huawei to prepare to launch the Zhijie S7 that can compete with Tesla Model S, which is expected to be launched by the end of the year. At the recent Science and Technology Day, Yin Tongyue proposed a new plan.
First of all, he hopes that Chery can focus on the brand and do subtraction. He hopes to achieve blockbuster results by selecting product lines. At the same time, through the empowerment of different core technologies, we can create unique tasteful and high-quality fist products. However, Chery's challenges are not only product-level, but also market operations and brand promotion challenges. In terms of market operation, Chery needs to better understand consumer needs, accurately target user groups, and formulate more targeted marketing strategies. In addition, Chery also needs to strengthen brand promotion and enhance brand awareness and reputation. In the context of fierce competition in the new energy market, it is not enough to have good products, Chery needs to attract consumers' attention and purchase willingness through all-round marketing means. For Chery, now is an important turning point. If it can make a breakthrough in the field of new energy, Chery is expected to realize the rejuvenation and transformation and upgrading of the brand. However, achieving this goal is not an easy task. Chery needs to increase investment in R&D, continuously improve the technical level and quality of products, and strengthen cooperation with partners to jointly promote the development of new energy vehicles.
In addition, Chery also needs to strengthen its own brand building and market operation capabilities, and attract consumers' attention and purchase willingness through innovative marketing methods. Only by making breakthroughs and progress in all aspects such as products, technologies, brands and markets can Chery be invincible in the fierce market competition. In short, Chery, as one of the earliest independent brands in China to research new energy, is facing huge market competition pressure. Under the background of intensified competition in the current new energy market, Chery must speed up the pace, increase investment in research and development, and improve product quality and technical level. At the same time, Chery also needs to strengthen brand building and market operation capabilities, and attract consumers' attention and purchase intention through innovative marketing methods. Only by making breakthroughs and progress in all aspects can Chery realize the rejuvenation and transformation and upgrading of the brand. In the competition of the new energy vehicle market, how will Chery break through? Please leave a message to share your opinion. (Summary: Chery New Energy Vehicle has performed poorly in the market competition, and its sales proportion is relatively low.) Chery must accelerate the pace of improving product quality and technical level, while strengthening brand building and market operation capabilities. Only by making breakthroughs and progress in all aspects can Chery realize the rejuvenation and transformation and upgrading of the brand.
In the current fierce competition in the new energy market, Chery's challenges cannot be underestimated. Chery: The breakthrough road from "national car" to intelligent electric vehicleChery Automobile has been committed to developing affordable and cost-effective vehicles since its establishment, ending the monopoly of joint venture car companies in the Chinese market and becoming synonymous with "national car". However, with the increasingly fierce competition in the market, Chery is also facing great challenges. In order to achieve a breakthrough, Chery is accelerating the research and development and promotion of intelligent electric vehicles, which requires Chery to strengthen its internal team strength and supply chain control capabilities. On the one hand, Chery is accelerating the research and development and promotion of smart electric vehicles. In terms of existing highly competitive technologies in the market, Chery should also strengthen cooperation and absorb them. The supercharged battery of the Ningde era, the large computing power chip of the horizon, and the large model of Spark of iFLYTEK will be successively installed in Chery's various models to speed up the laying of products. In the next two years, Chery will launch a total of 24 hybrid and 15 high-end electric models. In addition to focusing on passenger cars, Chery also said that it will also accelerate electrification and intelligence in pickup trucks, light trucks, buses and heavy trucks. On the other hand, Chery needs to strengthen its internal team strength and supply chain control capabilities.
Zhang Xiang pointed out that Chery New Energy's shortcomings for many years have led to its research and development capabilities and control capabilities of the electric vehicle supply chain at a second-rate level, and it is also somewhat difficult to enter the high-end circle. Therefore, Chery needs to strengthen the construction of internal R&D team, improve R&D capabilities, and also strengthen the control of the supply chain to ensure the quality and reliability of products. In the fourth quarter of this year, Chery will release 5 hybrid models and 4 high-end electric models based on the E0X platform. However, in the increasingly fierce market of smart electric vehicle competition, Chery still needs to quickly shake off the burden and catch up with all its strength to hope to win the few remaining promotion tickets. As a veteran in the history of Chinese automobiles, Chery must seize this key opportunity to achieve a breakthrough from "national car" to intelligent electric vehicle. In short, Chery is accelerating the development and promotion of smart electric vehicles, and strengthening internal team strength and supply chain control capabilities. Although Chery used to be the leader of China's automobile market, with the development of the market and the intensification of competition, Chery needs to continue to innovate and develop in order to be invincible in the competition of smart electric vehicles. So, can Chery successfully break through and become the leader of the smart electric vehicle market?