2023 Automotive industry Chery industry chain special report: Gain momentum to win overseas markets, gather momentum to "new"

Winning weapon: Close to the people price appearance, accurate market positioning

People's price appearance, accurate market positioning

People price cut into the domestic market. In the late 1990s, Jetta, Santana and Fukang were relatively active in the domestic auto market. In 1996, the reference price of Jetta was 148,500 yuan, Santana 138,500 yuan and Fukang Shenlong 142,000 yuan, which was much higher than the per capita disposable income of that year. In the low-end market, it is mainly an economic car of about 70,000 yuan such as Alto and Xially, and the price of 7000-100,000 yuan is short of classic sedan models, while Chery Fengyun appears with a price of 88,000 yuan, filling the gap in the price of 7000-100,000 yuan.

Explore subdivisions and compete in the SUV market. Chery: Focus on the SUV market of 100,000 to 150,000 yuan. According to the retail sales of the easy car list, the monthly sales level of Tiger8 has achieved recovery growth, and monthly sales of more than 10,000 from May to September, a total of 56,000 vehicles, far more than the main models such as Arezer 8 and Jetway X70. Matching the basic needs of users: Equipped with Kunpeng Power 2.0TGDI engine and relying on strong innovative self-developed technology, the maximum power is 187kW, the peak torque is 390N·m, and the official fuel consumption is about 7L per 100 kilometers, which ensures the power performance and also takes into account the fuel economy of the vehicle. Meet diverse needs: The Tigo8 series has Tigo8, Tigo8 PRO Champion edition, Tigo8 New Energy Champion edition, Tigo8 Kunpeng edition, Tigo8 PLUS. Among them, the Tighu-8 new energy champion edition has super competitiveness such as ultra-long endurance of 1000 km + and "the same price of oil and electricity", becoming a new force in the hybrid market. High warranty rate: Chery Automobile conducted a vehicle and engine disassembly test on a Tighu8 driving 100,000 kilometers, and measured that the warranty rate of 100,000 kilometers was 65%.

Seize the opportunity to go to sea and realize the global layout. Unexpected encounter with overseas markets, Chery officially "go out". In 2001, Samir, a Syrian businessman, saw Chery Fengyun for the first time at the Beijing Auto Show. In October of the same year, the first 10 "Fengyun" cars of Chery were exported to Syria through Tianjin Port and began to enter the international market in batches, achieving the breakthrough of Chery's complete vehicle export to overseas markets. In August 2006, Chery was jointly identified by the Ministry of Commerce and the National Development and Reform Commission as the first batch of "National automobile export Base Enterprises". Dislocation competition: In October 2004, Chery Automobile officially landed in the Egyptian market; Landed in Chile in 2007; In 2007, Chery launched in Indonesia, and then entered Iraq, Algeria, Lebanon and other markets. Twenty years after going to sea, Chery Automobile has exported to more than 80 countries and regions around the world, including 46 countries and regions along the "Belt and Road", which has formed dislocation competition with mainstream car companies. From "going out" to "going in" transformation: Chery has established six overseas research and development bases, 10 factories, and has more than 1,500 overseas dealers and service outlets.

Future drive: government and enterprise linkage, to the "new"

Men of science and technology move toward the "new" and maintain long-term competitiveness

Global R&D layout, fruitful results: Chery has six R&D centers: Wuhu Headquarters, Shanghai R&D Center, European R&D Center, North American Product Research Institute, South American Product Research Institute and Central Asia Product Research Institute. In 2002, Chery Industrial Design Center was awarded the title of "National Industrial Design Center" by the Ministry of Human Resources and Social Security. More than 2.6 million patents have been applied for. Continue to increase research and development investment: On September 16, 2022, Chery announced that in the next five years, Chery plans to invest 100 billion yuan in research and development, train 20,000 + R & D personnel (50% for software development), establish 300 Yaoguang laboratories, committed to supporting cross-science and cross-border technology research, to create a new automotive ecology.

Chery Automobile builds a new brand matrix with "Chery, Star Road, Jietu, iCAR" as the core, comprehensively accelerates the new energy, constantly upgrades the functional value, experience value and emotional value, and strives to meet or even exceed user expectations. In 2023, 135 new technologies will be launched for users, including the super hybrid platform under the Mars architecture, the E0X high-performance electric platform and the intelligent and ecological technologies supporting the above two platforms. These include the third generation hybrid technology, battery technology, electric drive technology, CHERY full stack self-developed CHERY-OS, Lion Zhiyun 6.0 intelligent cockpit technology, intelligent driving technology, Galaxy ecology, etc.