Chairman Chery: China does not yet have a world-class car brand! Admire Toyota!

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2024-05-20 11:14Posted in Beijing Automotive Creator

Author丨Li Anding, He Xin

A few days ago, I came to Wuhu, Anhui Province, the base camp of Chery, and met my old friend Yin Tongyue.

I first came to Chery in 2001, and I can say that I was one of the first media people to come into contact with Chery. In the past 23 years, Chery has made earth-shaking changes, and even the most visionary and optimistic people would never have imagined that Chery would become what it is today.

In 2023, Chery Group will sell 1.881 million new vehicles, a year-on-year increase of 52.6%, and the monthly sales volume of the whole year will achieve "12 consecutive increases". The Group exported 937,148 vehicles, up 101.1% year-on-year, ranking first in China's brand passenger car exports for 21 consecutive years.

Since the beginning of this year, Chery Group has continued its rapid sales growth. The cumulative sales from January to April were 711,653 units, a year-on-year increase of 55.7%; Total exports totaled 342,795 units, up 34.2% y/y, and remained the No. 1 Chinese automaker, equivalent to 1 out of every 3 passenger cars exported.

1. Work hard and return to users

Yin Tongyue's first job after graduating in 1984 was in Hongqi, which was called Dahongqi at that time, and Dahongqi had a total of thousands of people and could not do 100 cars a year. At that time, those who could sit on the big red flag were all big leaders at or above the ministerial level, and Shanghai cards below the deputy ministerial level. Yin Tongyue said that he is serving the big leader in his bones, and until now he treats customers like a big leader.

"Chery's culture for so many years is to work with a stuffy head, because we have no things, no conditions, no resources, and no ability, so we are left with a stuffy head, which is stuffy and dry, with a small grass house spirit."

Yin Tongyue recalled that when we started a business in a small grass house, we formed this kind of hard and simple spirit. At that time, I didn't expect to be able to do what I am today, and I didn't dare to think like this at that time, I just hoped not to live up to the expectations of the Wuhu Municipal Party Committee and Municipal Government and the Anhui Provincial Party Committee and Provincial Government for Chery.

"Because users want to choose our cars, we want to give users back. Therefore, we still have to eat technical food, eat quality food, be down-to-earth, honestly be a man, honestly make cars, and serve honestly. ”

2. The ability to control in their own hands and overcome engine technology

When talking about FAW's work experience, Yin Tongyue said with emotion that it was a very rare opportunity to go to the United States to dismantle Volkswagen's old factory on behalf of FAW. This is equivalent to getting at least 2 learning opportunities, or 3 times.

"You can visit the factory, dismantle it and bring it back and put it back on. So after I installed the equipment myself, I dismantled it and put it back on, and then used it myself, which was very good for my training. It is equivalent to adding the lesson of product development on the basis of the original. ”

Back then, many people felt that cars were not capable of cities like Wuhu or provinces like Anhui. At that time, the automobile industry basically had no foundation, because the Chinese had no technology at that time.

At that time, Director Geng said that the engine is the most difficult thing to do, and the Chinese are walking around, to see if you have the ability to do a good job of the engine.

Therefore, Chery's first project was the engine, which was continuously upgraded on the basis of second-hand engines at the earliest, and mastered the basic knowledge.

Later, Chery cooperated with AVL, a multinational high-tech group integrating engine research, development, design, consulting, and engine testing equipment production, and is one of the largest companies in the engine field in the world.

"The purpose of our collaboration is to get the real design capabilities of the engine, so the collaboration is about mastering the capabilities, not about getting a bunch of drawings.

So this is the reason for the success of our engine technology, and later we are in the gearbox, the car, including the current new energy, intelligent cabin intelligent driving, we are all concocted in the same way, just to form our own capabilities. Open cooperation is what we have been pursuing for so many years, and we must form our own core competence. Yin Tongyue said.

3. Create a "Double T" strategy, increase R&D efforts to achieve technological innovation

According to Yin Tongyue, Chery has always hoped to do the "Double T" strategy, the first "T" stands for TOYOTA, we admire Toyota as a company, to learn from Toyota's down-to-earth work, craftsman spirit, learn from Toyota to do things well, do a good job in service.

The second "T" is TESLA, learning Tesla's subversion and learning Tesla's ultimate first principles.

[Chery S²ma - Scalable Intelligent Mars Architecture]

On this basis, Chery adheres to system construction and process improvement, and everyone cares about new technologies when making automobiles, but Chery pays more attention to systems and processes. Only the system and process can keep the entire action of the product from deformation.

Yin Tongyue believes that the system and process are the basic skills, and it is necessary to practice the basic skills, lay the basic skills, and then innovate on this basis.

The core technology must be counted on itself, and it cannot be bought, nor can it be cooperated.

"Chery is an innovation system dominated by me, and Chery was originally a company that emerged from scratch and made something out of nothing. But no matter how poor we are, we can't save a penny of R&D money. Yin Tongyue said.

Chery's R&D expenses accounted for about 7% in the early days, and now after the scale comes up, R&D expenses account for about 4%, which is not low.

Now Chery is doing platform switching, and there are more old platforms and new platforms together, so it is doing subtraction, mainly three platforms: new energy platform E0X, oil hybrid platform TX, and oil platform T1X.

4. Step into the door of Europe and the United States and become the world's super brand

"Chery has two strategic discussions a year, with a five- or 10-year rollover, and once the direction is set, some fine-tuning may be made every year. For so many years, I have adhered to long-termism, and I am not restless by the order of the current sales ranking, the rise and fall of the market rate, and I still stick to it.

Chinese can make cars now, not only Chery, there may be other companies can make cars, but it will take time to really make the brand. ”

Yin Tongyue believes that if China is the world's first in terms of scale, it has long been the world's first, and the export volume of independent brands in recent years is very easy, and it will become the world's first in terms of volume. Our brand building in the internationalization, especially the market share of developed markets, we are still very weak, so only to be a high-end brand, to make China's BBA (Mercedes-Benz, BMW, Audi), is the real world-class enterprise; Only when there is enough market share in the European and American markets, and this kind of market share that is recognized by everyone, is a truly world-class enterprise.

Chery now exports half of its total production, exporting 937,000 units last year and aiming to reach more than 1.2 million units this year. At present, the largest export volume is more countries along the Belt and Road, and it is not possible to replicate the successful experience of these countries to countries with high regulations, so Chery still needs to retrain itself.

Yin Tongyue said: "I hope Chery is a truly world-class brand, the brand is more important than the scale, and the existence of the European and American markets is more important." ”

Chery has entered the European and American markets, the United States has not entered because of special conditions, but it has entered Mexico, the neighbor of the United States, and now it has begun to enter the European market.

Summary:

Entering the European and American markets, we have a share of the real world automobiles, that is, Chinese automobiles from quantity to quality, from domestic to the world, from countries along the Belt and Road, to the entire European and American markets. Chery's ambition is very remarkable, Mr. Yin's pursuit has lasted for more than 20 years, and I hope that Mr. Yin and Chery will continue to develop and become the leader of Chinese automobiles and a star of the world's automobiles.

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