In the past six years, the cumulative sales of Jietu have exceeded 1.1 million units, and in 2026, the annual sales target of Jietu will exceed 1 million units.
On April 22, the 2024 Jietu Night and Shanhai T2 Listing Conference was held in Beijing. At the meeting, Jietu Auto (hereinafter referred to as "Jietu") released five new energy hard-core off-road models at one time - Shanhai T1, Shanhai T2, Shanhai T5, Shanhai P5 (pickup), Shanhai T7 (concept car).
Relying on the new product matrix composed of five hybrid off-road models, Li Xueyong, deputy general manager of Chery Automobile Co., Ltd., once again emphasized at the press conference: "This year, the sales target of Jietu is more than 500,000 units, and in 2026, Jietu will achieve annual sales of one million." In addition to the "military order" of sales, Li Xueyong also established a new goal for the brand development of Jietu: to build the world's first hybrid off-road brand.
In the past six years (68 months), the cumulative sales of Jietu have just exceeded 1.1 million units. From a cumulative sales of 1.1 million vehicles in six years to a single-year sales of more than 1 million vehicles, what is Li Xueyong's confidence?
Fang Dezhi driving analysis and interpretation.
A shortcut to "not being born at the right time".
It has run out of acceleration far beyond the industry
At the press conference, Li Xueyong recalled the development process of Jietu in recent years, and only used four words - a bad card.
In the four years from 2014 to 2017, China's SUV market grew wildly, with a cumulative year-on-year increase of 146.9% in four years. In January 2018, the Jietu brand was officially established, positioning the travel family SUV market, trying to take advantage of the market wind, but it was "poured cold water" just after its establishment.
In the three years from 2018 to 2020, China's SUV market continued to tighten, declining year-on-year for three consecutive years.
It wasn't until 2023 that the acceleration of the wild run was turned on for the first time. For the whole year of 2023, the annual sales volume of Jietu exceeded 315,000 units, achieving a year-on-year growth rate of more than 75%. Entering 2024, Jietu once again refreshed its growth rate and grew into the main force of Chery Group's sales growth.
In the first quarter of 2024, Chery Group's cumulative sales reached 529,600 units, a year-on-year increase of 60.3%, of which the sales volume of the Jietu brand exceeded 108,000 units in the first quarter, a year-on-year increase of 106.9%. Among the sub-brands of Chery Group, Jietu has become the "leader".
From the perspective of strategic positioning, looking back on the development of Jietu in the past few years, Li Xueyong believes that the average annual sales of more than 200,000 Jietu has passed the 1.0 stage of survival, and in 2024, Jietu will achieve annual sales of 500,000 vehicles and achieve the development of the 2.0 era, which relies on the continuous increase of the new large single product Jietu Traveler released in 2023 and the best-selling Jietu X70/X90/Dasheng.
At the same time, starting from five new plug-in hybrid models, the shortcut of "far exceeding the acceleration of the industry" will launch a new sprint to the 3.0 stage of the brand with annual sales of more than one million.
Five hardcore off-roaders
Sprint No. 1 hybrid off-road brand
The transformation from a family touring SUV to a hard-core off-road market is the core direction of the strategic transformation of the brand 3.0.
On top of the JTU Traveler, which will be launched in September 2023, JTU has begun to try "light off-road", taking into account the appearance design of hard-core off-road models, all-road off-road capabilities and the comfort, intelligence and safety of family SUVs, and JTU Traveler has opened up a new track of "light off-road" between the family SUV market and the hard-core off-road SUV market.
Within six months of its launch, the cumulative sales of the Jet Traveler have exceeded 72,500 units, which also proves that the "light off-road" road of the Jet Tourer is correct. Accelerating the transformation of light off-road, taking light off-road as the transition and moving towards hard-core off-road is the transformation trend of JITU's new products.
Based on this, Shanhai T1 and Shanhai T2 two models are still positioned as light off-road markets, Shanhai T5 will focus on pure hard off-road tracks (with girders, differential locks), Shanhai P5 is positioned as an all-road travel off-road pickup, Shanhai T7 is a "new species" that Jietu will strive to build, in the preview, it has both amphibious and floating water navigation "science fiction" strength, is the standard "wild survival beast" (benchmarking up to U8 off-road version).
Li Xueyong made it clear at the press conference: "The shortcut should be from a chaser, a runner to a surpasser." Behind this is Chery Group's strong technological empowerment. On the Shanhai T2, which opened for pre-sale this time, this performance can be clearly seen.
The Shanhai T2 is equipped with Chery Group's latest generation of Kunpeng super hybrid C-DM, which is matched with Chery's fifth-generation ACTECO 1.5TGDI high-efficiency hybrid engine and three-speed super hybrid DHT, and is equipped with a hybrid battery with a capacity of up to 43.24kWh, with a pure electric range of up to 208km and a comprehensive range of more than 1,300km.
Based on Chery Group's top technology and matching the new product definition of Jietu, Shanhai T2 focuses on off-road, but it is not only off-road, but also more intelligent, larger, healthier and safer on the basis of off-road.
At the same time, in terms of value system, Jietu is also insisting on "understanding users better".
The 3.0 era of Jietu: the new Jietu for users
The transformation to the off-road market does not mean that Jietu will give up the "travel and home" market, but takes into account the dual needs of travel and off-road, which is also the "voice" of users.
On top of Shanhai T2, Jietu adheres to the consistent user-defined product idea. Dai Lihong, Assistant General Manager of Chery Automobile Co., Ltd. and Executive Deputy General Manager of Jietu Brand Division, said: "In order to build Shanhai T2, we have invited more than 100,000 users, more than 150 industry leaders, more than 200 partners, and more than 5,000 engineers to participate in product co-creation and 29 offline co-creation meetings. ”
As early as above the travelers, Jietu began this tradition of building cars with users, which also shows that Shanhai T2 is not the "imagination" of Jietu to the market, but the user needs, the user wants, and the user will.
In addition, JITU will continue to deepen the construction of the "Travel+" ecosystem, but will gradually enrich the value connotation of the "Travel+" ecology. Previously, the "Travel+" ecosystem of Jietu mainly focused on user blogs, road books, route planning, and the construction of post stations and tourist special lines. At the 2023 Shanghai Auto Show, JMK launched the "JMK" brand for the first time, and its first product, the JMK Traveler Silver Dragon Wings, was also launched in January this year.
At the same time, Shanhai T2 has also created more than 20 kinds of travel ecological scenes such as trailers and drones, and provided more than 50 "travel +" ecological products, which can meet the travel modes of different forms and hobbies such as outdoor shooting, picnic and camping.
This also means that the "Travel+" ecology of Jietu should gradually expand from co-building products and travel routes with users to modifying and playing together with users.
Relying on the technical support of Chery Group, Jietu is opening up a new situation in China's SUV market by virtue of the new product definition of travel and off-road, and the user ecological concept of co-construction and sharing. Behind the sales ambition of exceeding 1.1 million units in six years to exceeding one million units per year, Jietu has made a comprehensive transformation in technology, products, strategies and user ecology.
In the future, can JITU become the world's No. 1 hybrid off-road brand?
Fangde Auto will continue to pay attention.