Jetway announced independence, and we don't seem to remember exactly how many brands Chery Holdings already has. Karry, Ruilin, Weilin, Qoros, Kaiyi, Xingtu, Ant, Jietu, these brands are all brands of Chery Automobile, some still exist, some have disappeared. But most of them were not particularly successful.
The reason why Jetway is independent is also largely because since the establishment of the brand in 2018, sales have been good. After the establishment of the brand in 2018. Jetto sold 138,032 vehicles in 2019 and 126,595 vehicles in 2020, compared with 76,453 units in the first half of this year. As a product series under Chery, Jietu has also contributed considerable sales to Chery Automobile, so seeing that this brand has a trend of becoming stronger and bigger, it is better to let him be independent.
However, after the brand independence, Jietu will face greater challenges. If you want to truly achieve stronger and bigger, you will still face many problems.
[1] The low-end brand image of Jietu
The main reason why Jetto was able to achieve rapid sales success in a short period of time was because Jetto took a cost-effective route. The prices of the models are very cheap. This makes the Jietu brand have been labeled as cheap in advance in the minds of users. So it's like the impression that Wuling Motors gives people. When Wuling Automobile tried to launch a more high-end model and developed in the direction of high-end, it encountered a very big obstacle, and the user did not recognize it, because the brand image has been deeply rooted in the minds of users.
After the Jietu brand becomes independent, it actually has to face such a problem, how to layout the product line in the future? How to improve brand influence? Do users of high-end models recognize it? These are all big questions.
In fact, Jietu has not launched high-end models, such as Jietu launched the X95, which is a medium and large SUV. This car was originally used to focus on the mid-to-high-end market. At the time of its launch, the target sales volume was to achieve 5,000 units per month, but in fact the performance was not ideal, with sales of 290 vehicles in January 2021, which was already the best result, and sales by March 2021 were only 90 vehicles.
Therefore, on the road of high-end development, the X95 model did not succeed. Then in the future, the high-end route of Jietu will still face the same problem.
[2] Jietu relies on Chery's technical resources
From its inception to the present, the Jietu brand has not been able to get rid of Chery's support in terms of technology. Then after the brand independence, how to make a technical distinction is very important. In fact, this is also very difficult to do. Because Chery is not a very large automobile group, but there are many brands under it, such as the high-end brand Xingtu, in the eyes of users, Xingtu and Chery are particularly similar. In addition to some differences in the appearance design, the core components of the engine gearbox are no different from Chery. This makes it difficult for Xingtu, as a high-end brand, to stand up. Since it is high-end, it must have a better performance than Chery. But Xingtu does not give users this feeling.
So after the brand has become independent, Jietu now has to distinguish itself from Chery in terms of technology, and create some of its own unique technical advantages to distinguish it from the Chery brand. Otherwise, users will still think that Jietu is Chery with a shell.
Nowadays, all car brands are talking about platform architecture and high technology. Therefore, without its own unique platform, it is impossible to talk about an independent brand. At present, these are very lacking in the Jietu brand.
It is precisely because of the excessive dependence on Chery in terms of technology, there is no particularly many technical advantages, so Jietu has positioned it as "travel +" in product promotion positioning, and defined Jietu as a travel car. But the users who buy the Jietu brand, there are not many people who really use it to travel.
After all, in the price level of cars within 100,000 yuan, the most important thing is still to do a good job as a means of transportation. Using suitable travel as a product selling point is not very suitable for the user market within 100,000 yuan.
[3] Jietu got rid of its dependence on a single model
At present, Jietu's product line is not very rich, and strictly speaking, there is only one car that Jietu currently sells well, that is, the X70. On the basis of this car, there are many models derived, such as X70 Plus, X70M, X70S, X70 Coupe, so it can be seen that the current Jietu brand has not gotten rid of chery's sales strategy in the past, that is, "having more children and fighting in groups".
According to public data, from January to June 2021, the cumulative sales volume of the Jietu brand was 764543 units. Among them, the sales volume of Jietu X70 series products exceeded 50,000 units. Jietu X70 series products accounted for 81.9%. Other models other than the X70 series were not very successful in terms of sales.
Therefore, for Jietu, independence does not mean that it will be smooth sailing in the future, but that the market competition pressure will become more and more intense. The three problems I mentioned above, how to get rid of the low-end brand image, how to gradually get rid of Chery's technical resource support, and how to get rid of the dependence on a single model, are all problems to be faced in the future.