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In the past 2023, the domestic auto market can be said to be blooming.
BYD, which has become a representative of domestic automobiles, will successfully launch the Yangwang U8 in 2023, proving that our domestic cars can also build million-level luxury cars.
Not to be outdone, Geely, which is also a domestic brand, sold a total of 2.79 million vehicles in 2023, a year-on-year increase of 20%.
In addition, a number of Internet companies have also joined the car-making team. In particular, Xiaomi went down in person and took out hundreds of billions of funds to build its own car.
Compared with the above-mentioned brands, Chery seems to be a little "unknown" in China.
However, in 2023, China will export a total of 4.91 million vehicles, and Chery alone will export 937,000 vehicles, far surpassing BYD.
1. Yin Tongyue's car dream
In 1996, Yin Tongyue, who was working as the director of the assembly workshop of FAW, chose to resign and returned to his hometown in Anhui to try to build cars.
Returning from the leader of the domestic auto industry to a small and obscure factory, Yin Tongyue was not as ambitious as later people portrayed.
It's just that at that time, the domestic automobile industry was basically monopolized by joint ventures, and the unwilling Yin Tongyue wanted to try to change this status quo.
Many years later, when Yin Tongyue talked about this experience, he said that his hometown Wuhu hoped to realize the dream of a "strong automobile city", and he also hoped to build "Chinese's own cars".
It is precisely because of the collision of these two dreams that Chery came into being in 1997.
Although it is said to be a company, Chery, which has just been established, can only be described as shabby.
But Yin Tongyue was not knocked down by difficulties, he took a few young workers and soaked in the factory every day to study how to build a car.
In the second year of the company's establishment, Yin Tongyue decided to introduce a production line for the company to specialize in the production of engines.
After careful selection, Yin Tongyue chose a British car company.
After paying $30 million, the British side actually stipulated with Chery that the British must be responsible for the disassembly and commissioning of the production line on the grounds of fear of technology leakage.
In order to assemble and put into production as soon as possible, Yin Tongyue gritted his teeth and agreed.
But what I didn't expect was that after these British workers came to the factory, the work progress was very slow, and they were squeezing toothpaste every day.
This made Yin Tongyue, who had a very strong sense of time, unbearable, and when he couldn't bear it, Yin Tongyue directly let the British return to China, and began to debug the production line by himself.
Due to the previous solid workshop work experience, after more than three months of hard work with colleagues, the equipment was finally installed and commissioned, half a year ahead of the original plan.
At the end of 1999, just one month before entering the new century, Yin Tongyue led the team to produce Chery's first car, which also laid the groundwork for the company's glory in the new century.
Second, there is no fate with SAIC
At that time, Chery was faced with another problem.
The car was built, but without the relevant car production qualifications, the car they worked so hard to build could not be put on the road.
This made Yin Tongyue difficult.
The child can't be raised without a mother, and in order to find a "mother" for the newborn Chery Automobile, Yin Tongyue has made many difficulties.
At that time, domestic automobile companies were mainly divided into three major schools.
FAW, its former old company, is a national team with strong roots.
However, in order not to have an accident, the corresponding company leaders were unwilling to vouch for Chery, which had just built its first car, and lent him the brand.
This road is out of play.
Dongfeng, at that time, Dongfeng had not been involved in the production and manufacture of family cars, and the products were all trucks of Yishui, which had nothing to do with Chery.
In the end, there was only one SAIC, and the SAIC family at that time had a big business, and it couldn't look down on Chery, a small family, let alone provide a brand for Chery.
I wanted to refuse Chery directly, but then Anhui personally came forward to find Shanghai.
After negotiations between the two parties, SAIC had no choice but to agree, but still put forward very harsh conditions.
"No investment, no participation in management, no risk-taking, no dividends, and require Chery to transfer 20% of the equity to SAIC free of charge. ”
"SAIC Chery" was born.
Originally, SAIC thought that doing this was to sell a favor to a brother provincial company, but Chery, who was angry, used sales data to slap SAIC in the face.
In 2001, Chery Fengyun, which was launched for only one year, sold more than 30,000 units, which made SAIC, a large company that is "not bad for money", also interested.
After seeing Chery's potential, SAIC decided to abandon the four nos principle previously agreed upon by the two parties and invest directly in Chery instead.
But now it's Chery's turn to disagree, I didn't have anything back then, and you don't care about anything and take away 20% of my shares.
Now that I can make money, I want to change my mind, it's too late!
The two sides were at a stalemate for two years before finally breaking up in 2003.
But this breakup is not without impact on Chery, and the first thing to bear the brunt of is the user's car repair problem.
Previously, Chery followed SAIC's after-sales system, and car owners were also accustomed to going to SAIC for the maintenance of their cars.
However, after the two parties broke up, Chery lacked its own perfect after-sales system, which caused the car to be repaired and maintained, but Chery did not have its own repair point.
Of course, the owner can still go to SAIC for maintenance, but after the two sides broke up, SAIC is also very "smart", when the owner of the car and the owner of Chery appear in the repair shop at the same time, SAIC's maintenance personnel will definitely repair SAIC's own car first.
This back and forth, coupled with the fact that Chery's sales were really high at that time, was hyped by the media, and there was a stalk of "Chery Chery car repair queue".
3. Flowers bloom inside the wall and incense outside the wall
Several strategic failures have also caused Chery Automobile's market share to decline year after year.
Although it was underestimated, Chery did not collapse in a single move, but tried in many ways, learned from failures, and allowed itself to grow.
In 2009, Chery launched its multi-brand strategy for the first time.
With the implementation of the purchase tax incentives and the preferential policies for cars to go to the countryside at that time, Chery's sales increased by 40.5% year-on-year, and it has been the sales champion of its own brand for many consecutive years.
In addition to the domestic market, Chery has not let go of the foreign market, and even does better than the domestic market.
In 2001, Chery exported 100 Chery Fengyun to Syria, starting Chery Automobile's overseas exploration.
In order to avoid competition from developed countries, Chery has set its export target on developing countries.
Moreover, in order to improve the driving habits of local people, Chery has also made a lot of personalized designs according to the models exported from different regions.
For example, in the hot and dry Middle East, Chery tests the performance of the car in extreme heat and improves the high temperature resistance of the car components, while in the relatively cold climate, Chery uses tempered glass on the body to improve the overall tightness of the car.
It is precisely because of such thoughtful service that Chery ranks first in the export of domestic passenger cars in the number of cars exported every year.
In 2023, Chery Automobile's revenue will reach 300 billion yuan, which is the result of the joint efforts of all Chery people.
It is also a witness of domestic cars going to the world step by step
Resources:
Auto News Agency: Adhere to these three major strategies, so that Chery can "roll" a miracle in the overseas market
CRRC.com: The company's overseas sales surpassed SAIC, and Chery regained the first place in exports
China Energy News: No. 1 in the world, BYD surpasses Tesla!