A few days ago, Chery's QQ series of the first product of Chery QQ ice cream was officially opened, with a pre-price of 29,900-43,900 yuan, and provided 4+1+1 exclusive rights and interests for Dading users. Up to now, counting the 15624 units of Dading and the previous blind bookings and small orders, the number of orders for QQ ice cream has reached 63479 units.
As a miniature electric vehicle, Chery QQ ice cream has attracted great attention since it was exposed. The main reason is because it is too similar to the Wuling Hongguang MINI EV, and even many people say that it rubs the Wuling Hongguang MINI EV.
In fact, judging from the design and related data presented by Chery QQ Ice Cream, it seems to be copied according to the Wuling Hongguang MINI EV. In terms of appearance, Chery QQ Ice Cream adopts the same square box design as Wuling Hongguang MINI EV, and does not follow the design language of the small ant family. In addition, Chery QQ Ice Cream also coincidentally launched two versions of 120km and 170km like the Wuling Hongguang MINI EV.
Of course, judging from the pre-price of Chery QQ ice cream of 2.99-43,900 yuan, it is also aimed at the Wuling Hongguang MINI EV. Although many people have said that with Wuling Hongguang MINI EV pearl in front, Chery QQ ice cream is difficult to break through in the market. However, judging from the large orders announced by Chery this time, Chery QQ ice cream should have a good market heat in the future with a lower price.
Chery QQ Ice Cream's good start did not cover up Chery Automobile's sluggish state in the new energy high-end market, and it can even be said that Chery Automobile's new energy is trapped in the low-end to a certain extent.
<h1 class="pgc-h-arrow-right" data-track="9" > high-end new energy is weak</h1>
In fact, Chery New Energy Vehicle was not established for a short time, it was established as early as April 2010, formerly known as Chery Automobile Co., Ltd. New Energy Vehicle Project Group. If you look at the time, Chery New Energy should be the earliest batch of companies established among new energy vehicle companies. It's just that the development is somewhat unsatisfactory.
In the development of new energy, Chery has to go back to the Ruiqi X1 electric vehicle in 2010, which is a range-extended electric vehicle with a range of only 350 kilometers. Although from today's point of view, such data is very general, but it is a good result in that year.
Chery, which has made early efforts to make new energy, has not developed high-end new energy models, but has been trapped in the low-end market. Whether it is the early small ants or the latest launch of Chery QQ ice cream, the pure tram launched by Chery New Energy is still struggling in the entry low-end market.
Open the official website, Chery New Energy currently has 7 models, namely small ants, big ants, Tiggo e, Arrizo e, Tiggo 3xe, eQ, eQ2. Although the model does not look small, the only big ant that is slightly higher positioned is the big ant that will launch the market at the end of 2020.
The price range after the subsidy of big ants is 156,660-17.99 million yuan, which is not particularly high, and it is in the same range as Xiaopeng G3, WM EX5 and other models. Although Chery New Energy is equipped with Face ID face recognition function, iFLYTEK intelligent speech recognition, mobile phone remote control and 220V exclusive inverter outside the car, there is still a certain gap between the sense of science and technology and intelligent driving system and Xiaopeng G3 and Zero Run C11. The data can also show that the sales of large ants listed at the end of 2020 have not been as expected, and as of October 2021, the cumulative sales of large ants in 2021 are only 663.
High-end lack of strength, so Chery New Energy can only rely on entry-level electric vehicles. According to the data of the Passenger Car Market Information Joint Committee, Chery eQ sales reached 38,200 units in 2020, accounting for about 90% of the total sales of Chery New Energy Passenger Vehicles; in 2021, Chery eQ sales from January to September this year were 50,100 units, accounting for nearly 90%, which means that pure electric models such as Tiggo E, Arrizo E, Tiggo 3xe, eQ2 and Big Ant can be said to be better than nothing.
Most importantly, the current situation is not optimistic. With a starting price of less than 30,000 yuan, Wuling Hongguang MINIEV has occupied the position of sales champion in the pure electric vehicle market for a long time, eQ, which has sold well in the mini car market for a long time, is obviously a bit inadequate, and I believe this is also the main reason why Chery New Energy launched QQ ice cream.
<h1 class="pgc-h-arrow-right" data-track="20" > need money to make high-end efforts</h1>
In fact, this kind of play that focuses on the low-end market is actually not in line with Chery's consistent "personality". As a car company with more than 20 years of development history, and even a car company that once reached the top of its own brand sales champion, Chery Automobile has always been known for daring to rush higher than its peers in other independent car companies, from ruilin and Qoros in the early years to today's stardom. However, with the change of Changan, Geely and the domestic automobile market, Chery Automobile, which has a multi-brand strategy, once fell into an operational crisis, and it was not until the end of 2019 that Chery Automobile, which completed the mixed reform, was able to survive.
Of course, Chery, which has just completed the restructuring, has no time to take care of the new energy sector, and the newly launched high-end brand Xingtu has also poured a lot of money and energy into Chery, so it is reasonable that the sales of big ants that are late at the end of 2020 are not as expected.
It takes money to build cars, especially to build new energy vehicles, and high-end new energy vehicles need money, such as Weilai Automobile, which has raised more than $6.11 billion since 2020, and Xiaopeng Automobile has also raised more than $5.1 billion. In contrast, Chery New Energy, founded in 2010, has only made 3 rounds of financing so far. Although none of them have publicly disclosed the amount, from the current operating conditions it presents, it should not be too much. Moreover, its most recent financing occurred in January 2019, which means that Chery New Energy has not received new financing for more than two years.
Financing difficulties from institutional hands, Chery New Energy has also set its sights on listing. As early as 2016, Chery New Energy planned to "backdoor" conch profile listing, but chery New Energy at that time finally missed the opportunity to land on the capital market because it did not obtain new energy vehicle production qualifications.
Entering 2019, Chery Automobile executives also said that Chery New Energy will land on the science and technology innovation board at the end of that year, but the plan has no following. In fact, car companies such as WM, Zero Run Automobile, geely and other car companies have all folded the science and technology innovation board due to insufficient technology content, and chery new energy has failed to log on the science and technology innovation board. In general, although Chery intends to develop into high-end new energy, the current state of Chery New Energy, which is difficult to finance, is that it is difficult for a woman to cook without rice.
Summary: Although the current "new energy + high-end" has become a major boom in China's automotive industry, and even the new energy vehicle companies incubated by traditional car companies such as BAIC Jihu, Dongfeng Lantu, Geely Krypton, SAIC Zhiji, ANDC Aean are impacting the high-end market, Chery New Energy, which was established in 2010, has long been accustomed to the ups and downs of new energy, and it knows that survival is the focus. And with the big ants folding the high-end market, what lies in front of Chery New Energy will be a matter of life and death.
Chery QQ Ice Cream Hard Rub Wuling Hongguang MINI EV Has a Problem? No problem, after all, make money, not chilling, in order to survive, Chery New Energy can even kneel down to make money, do you believe it?