"We adhere to the upward line, only continuous upward, is a brand responsible for users, the society, the industry. Upward includes the upward movement of technology, brand, service ecology, and global vision. Therefore, we believe that at a reasonable price, we must create products that are very cost-effective, more valuable, and more uplifting, which is the road to success for car companies, and we will always adhere to it. In the recent interview session after the 2024 Chery Fengyun New Energy Night and Fengyun T9 pre-sale event, Li Xueyong, deputy general manager of Chery Automobile Co., Ltd., said.
Li Xueyong, Deputy General Manager of Chery Automobile Co., Ltd
From the words of Chery Automobile's leaders, we can understand Chery Automobile's clear judgment on the brand development route, and for the current Chinese auto brands, only by constantly moving upwards can they occupy a place in the future auto market. At the meeting, Li Xueyong, Deputy General Manager of Chery Automobile Co., Ltd., Hong Gaoming, Deputy General Manager of Chery Automobile Co., Ltd., Xu Jiangsheng, Head of Qingdao Branch of Chery Automobile Co., Ltd., and Gao Fei, Deputy General Manager of Chery Brand Domestic Business Division, shared more information about Chery Fengyun Sequence and Chery Automobile brand.
Fengyun sequence is more technological, young and fashionable to redefine luxury with cost performance
Compared with the positioning of Chery brand as calm, down-to-earth and pragmatic, Fengyun Sequence hopes to be more technological, young and fashionable, and it is responsible for the relatively young users in the Chery system who like more new things. Its main price range will be 100,000-250,000 yuan, and the power form will be mainly hybrid and pure electric, and 11 products will be launched in the next two years. For the Fengyun series concentrated at 100,000-250,000 yuan, Chery believes that what consumers buy is not exactly the price, but ultimately the value. Giving value-for-money expectations and exceeding product value at the same price is the real cost performance.
For the performance of the future Fengyun sequence, Chery Automobile is full of confidence, on the basis of the current main sales of Fengyun A8, Fengyun T9, Fengyun T10, this year will be a new iteration of Fengyun A8, next year will also launch Fengyun A9 and T11, in addition, Fengyun series also reserves 4 new models, will be launched next year. In less than two years, Fengyun series will launch 11 models one after another. At present, Chery Automobile has 1,000 networks at the level of traditional fuel vehicles, 400 networks in Fengyun Sequence, and about 500 in the future, and in the case of 1,500 dealers working together, Fengyun Sequence is expected to achieve monthly sales of more than 30,000 units by the end of this year, and is confident to achieve the annual sales target of 200,000 units.
In fact, Chery Automobile is not just at the outlook level, but also at the sales level, the wind and cloud sequence has emerged. On March 30, after the launch of the Fengyun A8 Voyage Edition, sales have been comprehensively improved. At present, Fengyun A8 is expected to exceed 3,000 units this month and 5,000 units next month. In this regard, Li Xueyong said, "For C-DM, whether it is from the word of mouth or from the performance of the results, I personally feel that I am still full of confidence. We are confident that by the end of the year, we will be in second place in terms of sales. Now that you are in second place, you have a chance to rush for first place. ”
Li Xueyong, Deputy General Manager of Chery Automobile Co., Ltd
Being able to support the high sales volume of Fengyun series is behind Chery Automobile's definition of luxury, Fengyun redefines luxury, Fengyun uses luxury equality, sinks the configuration, and uses new technologies to pull up hundreds of thousands of models. In this regard, Li Xueyong said, "Fengyun's responsibility is to redefine luxury with cost performance, and reflect the luxurious configuration and luxury product value in hundreds of thousands of cars, in Fengyun T9 and Fengyun A8, I think it can be done, and I am full of confidence." In Chery Automobile's view, the future Fengyun products do not refer to luxury products, but to reflect the truly valuable luxury in the model products, and let users buy the desired luxury at a very cost-effective price.
Gao Fei, Deputy General Manager of Chery Brand Domestic Business Division
Chery Fengyun sequence's understanding of luxury is also to hope to decentralize more configurations. Taking Fengyun T9 as an example, it decentralizes the configuration of luxury cars of 300,000-400,000 yuan in the past. For example, in terms of comfort, Fengyun T9's one-button seats are all folded down, and such a configuration was only configured in 300,000-400,000 yuan, or even millions of yuan models. In this regard, Gao Fei said, "Through the configuration and safe facilities, the entire luxury configuration and safety measures are delegated to Chery." We want to define Chinese's own luxury cars, so we want to define the T9 as such, Chinese luxury. ”
Chery Fengyun Sequence has a clear plan for brand definition and development direction, and compared with other independent car brands, Chery Automobile and Chery Fengyun Sequence have very unique characteristics. First of all, from the perspective of the brand, Chery has been adhering to the positioning of "science and engineering man" and attracting target consumer groups with solid technology. In this way, Chery Automobile's current advantage is not that it can attract impulse buyers by its appearance, but that it can grasp some users who are relatively rational and willing to choose more solid and technically capable brands.
"The choice of hybrid must consider Fengyun, the choice of hybrid, Fengyun's technology must be the first, plus the global market will be fully exported to hybrid, I think these will change everyone's positive understanding of Fengyun. As Li Xueyong said, Chery Fengyun Sequence and Chery Automobile have strong strength in hybrid technology, but it is necessary to face up to the fact that cost is the competitive disadvantage of Chery's hybrid technology. Because the battery is in the hybrid system, there is a gap in the scale of Chery. However, judging from Chery's simultaneous efforts at home and abroad, as well as the rapid growth of fuel vehicles, Chery will be able to quickly make up for the cost disadvantage in the future.
At the same time, Chery Automobile's brands have a clear positioning among each other, which also shapes their differences. In Chery Automobile's view, the core of the enterprise lies in the technology platform, which is the origin of an enterprise. Chery Automobile's power system, Kunpeng Power, which includes hybrid C-DM, hydrogen energy, fuel engine, and range extension, is Chery's core asset and the most important sector for the technology empowerment of various brands. Although brands use the same technology, they can still be differentiated by the target audience. Different brands are aimed at people with different tones and lifestyles, the Fengyun sequence is relatively young and family, like fashion but not blindly follow, iCAR is relatively younger, more like to be wild. Xingtu is relatively more mature and high-end, after all, the price reflects the lifestyle.
Core technology defines the process 5G black light factory is the world's leading
The 2024 Chery Fengyun New Energy Night and Fengyun T9 pre-sale event was held at Chery Qingdao Gigafactory, which is the world's leading 5G black light factory. In fact, intelligent equipment and intelligent factories are only the first layer, at the bottom of it is the process, and then the technology and strength are further explored. In this regard, Xu Jiangsheng said, "If you have to worry about whether the black light factory is black or not, we can do it, there is no doubt about it." By requiring overall collaboration, it is completely possible to achieve unmanned. ”
At the same time, in this press conference, Chery's "ostrich feather" process proposed for car paint spraying has attracted a lot of attention. Actually, this is not hype, but is determined by the characteristics of the process. As the coating link of the car, the first layer needs to be plated on the steel plate to achieve anti-corrosion, forming a very tight, airtight protection. However, this layer cannot withstand ultraviolet rays, so a layer of water-based protective paint is also required. The wiping of ostrich feathers is more delicate, because ostrich feathers can eliminate static electricity to the greatest extent. Therefore, Chery Automobile spends millions of dollars every year to buy Australian ostrich feathers, hoping to protect static electricity and improve the adhesion effect of car paint.
Further down is the base paint, which Chery Automobile will apply two layers of 20 micron base paint. Further up is the shaping, which keeps the entire chromatic intensity very transparent. Therefore, the color of Chery Automobile's models is visually very moist and transparent, which is due to the accumulation of the bottom layer of the process. All the equipment and all the appliances are for the process, and Chery is looking for the best solution in the process.
The sales volume in overseas markets increased steadily, and the value retention rate ranked first
Xu Jiangsheng, head of Qingdao Branch of Chery Automobile Co., Ltd
At present, Chery Automobile's development in overseas markets is at the forefront of Chinese auto brands, but in the process of developing overseas markets, it is not all smooth sailing for Chery Automobile. As Xu Jiangsheng said, "The degree of pickiness we face overseas customers is even more demanding than that at home, which is determined by the country's culture and laws, and we have been walking on thin ice overseas for so many years." Although our sales continue to grow, this is because of the user's recognition of Chery's brand and culture. This is to do a good job of products honestly, and we do adhere to this principle to precipitate. ”
Hong Gaoming, Deputy General Manager of Chery Automobile Co., Ltd
Although it has achieved good results in foreign markets, there is still a lot of room for Chery Automobile to exert its strength in China. In this regard, Hong Gaoming said, "Because our domestic and international standards are the same, anti-corrosion, safety, smell, etc., export and domestic are the same." In some places such as Mexico and Brazil, it is difficult for you to do 1+1+1 things if you have to take into account various global standards, and in the end it is an increase in costs. In any case, after all, to be an international enterprise, we have been working hard in this regard, hoping that users can experience our quality after a long time. "In fact, the domestic scene pays more attention to the application scenario, while the overseas users pay more attention to the attributes of the product characteristics, although there are slight differences, but the future must be integrated together, the Chinese market must expand to the overseas market, the overseas market to the Chinese market integration, and finally everyone's demands will be consistent.
Chery Automobile's overseas value retention rate is increasing year by year, or even multiple, and the value retention rate is the first. In the eyes of consumers, the importance of buying a car is the value retention rate, because the transaction volume of second-hand cars is very large, and the high sales of Chery Automobile's new cars also confirm its value retention rate. In this regard, Li Xueyong said, "I have also felt when I go abroad, the rate of recommending and referring users to buy cars abroad is much higher than ours, the importance of word-of-mouth is much higher than that in China, and the taste of adventure purchase is much lower than that in China, so the habits are different." This has a lot to do with the degree of trust, so it is not so easy to build a brand, and if you build a brand, quality is also the key. ”
Write at the end
In Li Xueyong's view, "China's future market is 433, with hybrids accounting for 40%, trams accounting for 30%, and gasoline vehicles accounting for 30%. The growth rate of electric vehicles last year and this year has been extremely low, while the growth rate of hybrid vehicles has doubled, and this year it is still growing at a rate of 100%. So, I'm more bullish on hybrids. Hybrid vehicles are durable and reliable, have the inherent advantages of fuel vehicles, and have the intelligent driving brought by the so-called new energy. ”
As Li Xueyong said, Chery will do a good job in the global hybrid technology reserve in the future, with hybrid as the main force and electric as the follow-up to promote the process of global new energy. In addition, fuel vehicles will always adhere to iteration, engine iteration, and model iteration to meet the needs of the global market and maintain global development. With the Fengyun T9 entering the market, luxury will be redefined, and Chery Fengyun will also set off a storm in the hybrid market, insisting on "rolling up", Chery Automobile will show broader development prospects in the future.