Chery's "net sense" is really getting stronger and stronger. On the pre-sale of Fengyun T9 on April 18, Chery directly launched the "9.9 yuan new car pre-sale crowdfunding" activity. That is, before the official launch of the T9, users can pay 9.9 yuan in the Chery official mall applet to order a new car and participate in the lottery and crowdfunding. Li Xueyong, general manager of Chery Automobile Marketing Company, said at the scene that 100% of the lottery was determined to be 9.9 yuan. It can be said that the user's order cost is almost zero.
Chery will determine the final listing price based on the number of orders. If the crowdfunding order is less than 10,000 yuan, the listing price of T9 will be reduced by 5,000 yuan, the price will be reduced by 10,000 yuan if the crowdfunding order is 10,000-20,000 yuan, and the price of the car will be directly reduced by 20,000 yuan if the crowdfunding order exceeds 20,000 yuan.
This kind of "slashing" gameplay of shopping platforms has been common for everyone. However, it was the first time in the rim. This low-threshold car booking and crowdfunding price reduction method is expected to attract a wave of traffic and in-store test drives for the launch of Fengyun T9. This is also the most scarce thing for traditional car companies like Chery.
Change is common, and it will last for a long time. From a while ago, Chery Chairman Yin Tongyue personally tested the Star Era ET, Xingtu Yaoguang C-DM "Crossing the Knife Mountain", iCAR 03 "Climbing Mount Everest", Fengyun A8 One Tank Oil Challenge 2000 km Endurance and "True Ring Turn" Test, to today's "New Car Pre-sale Crowdfunding", Chery's marketing efforts since entering 2024 are obvious to all. It can only be said that it is too difficult to sell cars now, not only to roll up the product, roll the price, but also roll the marketing. As Li Xueyong said, this is an era when "the volume does not win, and it is not even, and it is impossible to compete without volume".
01
The target monthly sales are 10,000+
"Today's auto market is a big growth trend, and the more it grows, the more opportunities it brings to Chinese brands. Chery Li Xueyong judged that the future Chinese auto market will be 433 structure, that is, 40% of hybrid products, 30% of pure electric products, and 30% of fuel products. From the successful ignition of the first ACECO engine in 1999 to the beginning of the layout of hybrid in 2005, Li Xueyong believes that Chery, which has a deep technical accumulation, has core advantages in both fuel and hybrid.
The Fengyun T9 is based on the Kunpeng Super Hybrid C-DM system. According to reports, Fengyun T9 is equipped with the fifth-generation ACTECO 1.5TGDI high-efficiency hybrid engine, three-speed super electric hybrid DHT, stepless super electric hybrid DHT and hybrid special battery and battery management system.
Among them, the fifth-generation ACTECO 1.5TGDI achieves a thermal efficiency of 44.5%, and the super electric hybrid DHT has a maximum EV efficiency of 98.5%, which can balance performance and energy saving. Under the precise control of the full-time intelligent electric management system, the Fengyun T9 has a pure electric range of up to 120km under CLTC conditions and 1400+ km under WLTC conditions. In terms of energy replenishment, Fengyun T9 only takes 20 minutes to charge from 30% to 80%.
Whether it is a petrol truck or a tram, safety is the bottom line that Chery has always adhered to. Fengyun T9 is designed with global five-star safety standards, with high-strength steel accounting for up to 85% of the body, and a one-piece door ring structure and a front anti-collision beam with a lateral coverage rate of up to 85%. The new car is equipped with 7 airbags as standard, and the length of the side air curtain is as high as 2060mm, which not only has a wider protection area, but also prevents secondary collision damage with 6S pressure-holding airbag performance. In response to the power battery safety that the outside world is concerned about, Fengyun T9 is equipped with the Guardian battery safety system, the aviation-grade aluminum box is more anti-collision, with IP68 waterproof performance, 2ms power failure protection in accidents, and full-time protection of 800+ signal acquisition points, reducing the risk of battery safety in an all-round way.
In terms of comfort, Fengyun T9 has a length, width and height of 4795/1930/1738 (1741) mm, a wheelbase of 2770mm, and a "room rate" of 70.04% in the car. Not only that, the main driver's seat is equipped with 10-way electric adjustment, 10-point airbag massage and 3-level ventilation/heating function, the queen's co-driver is also equipped with an additional electric leg rest to achieve one-key relaxation, and with the two-button and third-row one-key reclining function, the car can flexibly realize 12 combinations to meet the diversified travel needs of users. At the same time, Fengyun T9 is also equipped with CDC "magnetic levitation" suspension system, which can realize stepless adjustment of damping under millisecond-level response speed to further optimize the driving experience.
If the T9 crowdfunding order is greater than 20,000 yuan, its pricing will come to 139,900 yuan - 179,900 yuan. As a mid-size SUV, the price of the T9 has hit the price range of compact SUVs. For comparison, the three versions of the 2024 Tang DM-i with a pure electric range of 112KM are priced at 179,800 yuan to 199,800 yuan, while the 120KM version of the new Lynk & Co 08 is priced at 195,800 yuan, and the three versions of the corvette 07 with a pure electric range of 100km are 179,800 yuan to 202,800 yuan. The starting price of the T9 is about 40,000 yuan lower than that of competing products of the same level.
The sincerity of the price also made Chery set a monthly sales target of more than 10,000 yuan for the T9 model. In the mid-size SUV market, there are not many products that can stabilize monthly sales of more than 10,000 yuan. In particular, in the mid-size plug-in hybrid SUV market, only the Tang DM-i model sold more than 10,000 units in March, with sales of 11,914 units. The arrival of the lower-priced T9 provides a more cost-effective and lower fuel consumption option for users holding about 150,000 yuan. If it can break 10,000, T9 will also become another explosive product in this market segment. According to the plan, the 120KM version of the T9 will be launched in the second quarter, followed by a 3-speed DHT and a 200km range version in July and August.
02
Target TOP2 in the hybrid market
"2024 is a year for Chery Group's new energy strategy to blossom and bear fruit, and the four major brands are in full swing. Chery Executive Deputy General Manager Zhang Guozhong said. Entering 2024, Chery has continued its high growth in the past few years. In the first quarter of this year, Chery Group's cumulative sales volume was 529,600 units, a year-on-year increase of 60.3%, ranking second among domestic passenger car brands, and the growth rate continued to far exceed the industry.
In terms of new energy, thanks to the intensive product launch of A8, Epoch ES, Jietu Shanhai L2, iCAR03 and other products since the end of last year, Chery New Energy sold more than 60,000 vehicles, a year-on-year increase of 124.3%. Zhang Guozhong expects that by the second quarter of this year, Chery New Energy's growth rate will continue to "double" and complete the goal of entering the "first camp of new energy". This means that Chery New Energy will hit the quarterly sales of 120,000+ in the second quarter, with an average monthly sales of 30,000 units.
Especially in the hybrid market, based on the layout of a series of hybrid products, Li Xueyong clearly proposed: "We must strive to achieve the second place in the hybrid market by the end of the year". The first place here is, of course, BYD. Li Xueyong predicts that in the future, Chery's overall monthly sales of hybrid models are expected to reach more than 30,000 units, and sprint to the annual sales scale of 200,000 units. In addition, the Fengyun A8 is expected to exceed 3,000 units in April and 500 units in May.
As an important grasp of Chery's new energy layout, at the upcoming Beijing Auto Show, Fengyun Sequence will also have the first pure electric SUV - E06. In the next two years, Fengyun Sequence will launch 11 new models, covering SUVs, sedans, and MPV categories, fully covering the hybrid, extended-range, and pure electric markets, so as to meet the different user needs of A0-class to C-class models.
At the same time, the sales channels of Fengyun sequence are rapidly spreading across the country. Up to now, Fengyun's sales network has developed to nearly 400, covering 233 cities across the country, of which 97% of the TOP100 cities have been covered.
In terms of exports, Chery has also been accelerating its overseas layout. In the first quarter of this year, Chery exported 253,400 vehicles, a year-on-year increase of 40.9%, ranking first in China's automobile exports. Up to now, Chery Group's global automobile users have exceeded 13.6 million, including more than 3.6 million overseas users. The situation, which is positioned as an "international sequence", will also promote overseas sales of A8, T9 and other models during the year, and accelerate the seizure of overseas new energy markets.