This year, the competition in the auto market has been in a white-hot state, and the decline in sales in the "involution" is the norm for many car companies, but Chery Automobile has drawn a bright growth line.
In the past April, Chery Holding Group's statistical sales volume was about 182,000 units, a year-on-year increase of 43.7%; Exports totaled 89,000 units, reflecting an 18.3% y/y increase. The sales volume of new energy vehicles was 33,000 units, a year-on-year increase of 165.2%. In January ~ April this year, its cumulative sales of cars were about 712,000, a year-on-year increase of 55.7%.
In fact, for a long time, Chery Automobile's performance in sales has been remarkable, and long-term maintenance of such performance can not only rely on some short-term measures, Chery's positive sales momentum behind the company's entire growth potential is inseparable, but also adhere to long-termism, as well as the embodiment of the company's internal management thinking and strategic layout.
Technology Chery has accumulated steadily
From a product point of view, the growth momentum of Chery Automobile's sales is not unrelated to its "new car effect".
Since last year, Chery Automobile's four major brands have entered the "explosive period" of products. Taking the Chery brand as an example, under the synergistic product strategy of oil and electricity, the fuel field continues to carry out new technology research and development and new model development, and the three major product series of Tiggo, Arrizo and Exploration continue to iterate and innovate. Chery's new energy product sequence also continues to advance, and it plans to launch 11 vehicles in two years to establish a complete new energy product layout covering hybrid, extended range and pure electric. At the 2024 Beijing Auto Show, Chery Fengyun Sequence New Energy Mass Production Concept Car E06, Fengyun T9, Fengyun A8 Voyage Edition, Fengyun A9, Exploration 06C-DM and Secret Knight Edition, and the new Tiggo 8, the new product of the Tiggo Champion family, were all unveiled, which is the best embodiment of Chery's dual-line efforts in fuel and new energy.
However, it is not easy to quickly introduce products, and it puts forward high requirements for the technical and system strength of a car company.
From a technical point of view, Chery relies on the forward-looking scientific and technological strategy of "Yaoguang 2025" to focus on the five core areas of "Mars architecture, Kunpeng power, Lion intelligent cabin, Dazhuo intelligent driving, and Galaxy ecology", and make every effort to overcome core technical problems such as platform architecture, three electrics, intelligent driving, intelligent cloud platform, and ecological partners. Among them, the Kunpeng Super Hybrid C-DM embodies Chery Automobile's 18 years of technology accumulation in the field of hybrid vehicles, is an excellent representative of hybrid technology, and is also an important technical support for Chery's comprehensive transformation towards new energy, providing core competitiveness for Fengyun series models.
More importantly, Chery has always believed that if the technology cannot really serve users, it is just a gimmick, and if it cannot be actually transformed into products, it is "self-entertainment". Therefore, Chery has always followed the "pragmatism" at the level of technology introduction products, and continuously implemented the accumulated and developed technologies into products, bringing more innovative travel experiences to consumers.
Since the first day of the birth of the company, Chery has always adhered to the principle of "establishing an enterprise with technology", and was once known as the "science and engineering man" by the industry. In the safety-oriented automotive industry, it is precisely this spirit of study and rigor that is needed. Just as Chery has mentioned many times the image of "old cattle" and the spirit of "small grass house", over the years, Chery has been moving forward step by step in terms of technology accumulation, product layout, and system construction.
However, in the process of continuous development, Chery is not just a "science student", but slowly evolves into a "general student". Insight into consumer needs, coordination of resources from all parties to quickly introduce a series of new products, and do a good job in follow-up services, which not only requires enterprises to respond quickly to the market, but also needs system strength as support. Needless to say, the results have given Chery the best proof.
International Chery embarks on a new journey of globalization
If Chery's sales volume is further split, overseas markets also have an important contribution. In April this year, Chery exported about 89,000 vehicles, a year-on-year increase of 18.3%; In January ~ April this year, Chery exported about 343,000 vehicles, a year-on-year increase of 34.2%.
In recent years, overseas markets have become the focus of many domestic brand promotions, but Chery has only achieved the achievement of "ranking first in the export of Chinese brand passenger cars for 21 consecutive years". Behind the achievements is Chery's insistence on taking root in technology, products and systems, so that it has the strength to go abroad.
At present, Chery has more than 13.8 million users worldwide, including nearly 3.7 million overseas users; The products are exported to more than 80 countries and regions, and will successively enter the European Union, Eastern Europe, Australia and New Zealand, North America, Central and South America, the Middle East and Central Asia; Focusing on the demand for 7.6 billion people's vehicles, we will comprehensively deploy eight R&D centers in Wuhu, Shanghai, North America, South America, Europe, and Central Asia, and plan to achieve 25,000+ R&D personnel worldwide......
A series of data is a vivid embodiment of Chery's global development philosophy. From the very beginning, Chery has insisted on not only exporting products, but also exporting brands and culture, creating value and creating various development opportunities for the countries where the target markets are located. It is worth mentioning that at the recent Beijing Auto Show, Chery invited nearly 3,000 foreign guests to visit the exhibition, so that more overseas dealers, media and users can truly understand and experience Chery.
It is not easy to play away from home, especially since China's automotive industry has entered a critical period of high-quality growth from high-speed growth. How to "go steady" and "go far" after going out? This is also a question that Chinese auto brands should think about.
As an automobile company with many years of "going overseas" practice, Chery has the responsibility and pursuit shared by Chinese car companies. Chery put forward the idea of "insisting on self-discipline and cherishing word of mouth; Change the way of thinking, the brand is upward; Give before you take, contribute value; open cooperation, sharing of results". Behind these 32-word mottos, Chery looks forward to creating new value for global users with new technologies, new platforms and new cooperation, and hopes to "add" Chinese brands and accelerate the upgrade of "Made in China" to "Created in China".
Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, said: "We know that in order to better integrate into the global market, we must not only improve sales, but also stand up to quality and service. Chery will also continue to carry out all-round cooperation with global partners in the whole value chain such as talent chain, innovation chain, industrial chain, and supply chain, so as to achieve the 'two sustainable' development of environmental protection and value contribution." We not only want to create good cars, but also work with global partners to build a new ecosystem of open innovation and expand the circle of friends for win-win cooperation. ”
Written by Azusa