If you ask me which superhero in The Avengers is the most low-key, Bruce Banner is bound to be at the top. As an important character in the entire series of movies to promote the development of the plot, Bruce Banner became the team's think tank support with his doctor of physics, and when it was provoked, it existed in the form of a Hulk, with great strength and healing ability, making him a nearly invincible superhero.
It can be said that Bruce Banner does not have the leadership aura of Tony Stark in the steel suit, but it still does not prevent fans from fanatical love for it. And such a persona also reminds the author of a Chinese car company - Chery Automobile.
Compared with Chinese brands such as Geely, Great Wall, and BYD, Chery Automobile will indeed feel more low-key in terms of marketing, after all, Chery Automobile is one of the few car companies in China that can develop the core components of self-developed automobiles, and this alone can already make it rank among the forefront of domestic car companies. What many people can't imagine is that throughout 2021, Chery Automobile also handed out a perfect answer sheet with an annual sales score of nearly one million vehicles.
So, how did Chery Automobile, which has always been low-key, do it do such a "high profile" in terms of sales?
Three brands are launched at the same time, focusing on the SUV market
At the beginning of the month, Chery Group announced its annual sales data. In the past December, Chery Automobile ended with 112015 monthly sales, while Chery Group's cumulative sales of cars in the entire 2021 reached a new high, reaching 961926 units, an increase of 31.7% year-on-year. In addition to the gratifying performance of the domestic market, the number of exports in 2021 reached 269154 units, an increase of 136.3% year-on-year, and the sales of new energy vehicles also reached 109028 units, an increase of 144.6% year-on-year.
At the same time, Chery Group's global car users have exceeded 10 million, and there is no doubt that the word "Chery" has long become synonymous with international car companies.
Excellent market performance is inevitably indispensable to the support of the product level, and in the face of the continuous change of market demand, Chery Automobile presents a market strategy of focusing on SUVs. As the main force of the group, Chery Automobile, its Tiggo series and Arrizo series can be described as a unique side, among them, the Tiggo 8 series is relying on the growing family members and comprehensive upgrading strength, the annual sales exceeded 160,000 units, becoming a best-selling global SUV at home and abroad.
At the same time, Jietu Automobile, which focuses on the travel + segment, sold 154077 new cars in 2021, an increase of 17.9% year-on-year. Among them, Jietu X70 and Jietu X90 have become the choice of 100,000-level "true fragrance" with their unique product positioning and cost-effective pricing, and Jietu Automobile has also created a record of 400,000 vehicles in 3 years, which can be called the dark horse brand of Chery Group.
As for the high-end market that consumer upgrade users focus on, Xingtu Automobile has shouldered the heavy responsibility of upward mobility. It sold 37,155 units in 2021, an increase of 121% year-on-year. Its models have good advantages over the same class in terms of safety, intelligence, power and space, and the Xingtu Lingyun 400T and Xingtu Lanyue are extremely competitive in powertrain and safety.
It is not difficult to see that Chery Automobile's ability to achieve good sales results in 2021 comes from the rich product line and the comprehensive offensive formed by multiple brands.
Technology is the romance of the "science and engineering man" in the car industry
We usually like to define something in a labeled way, and when it comes to Chery Automobile, I believe that many car fans will affectionately call it "Science and Engineering Man". Chery is one of the few brands in China that can develop and produce its core components, which is the main reason why Chery can rank among the forefront of domestic car companies and export to overseas markets.
The 1.6TGDI engine mounted on the Tiggo 8 series is the main model built by Chery Group after 22 years of precipitation, which has a thermal efficiency of more than 37.1%, i-POWER 3.0 technology and low-friction process support, and finally achieves the power comparable to the mainstream 2.0T engine and better emission performance and fuel economy.
The so-called good horse with a good saddle, in terms of transmission, Chery Automobile has also made a comprehensive breakthrough in the fields of CVT and DCT, achieving self-sufficiency, without relying on overseas technology, and has higher advantages in future technical calibration, cost sharing, and anti-monopoly.
Of course, the above is only the mainstream technology of Chery Automobile, in the higher field, Chery Group still reserves more "black technology". At the 2021 Chengdu International Auto Show, Chery Group took the lead in releasing the latest platform for Xingtu Automobile, the M3X Mars Architecture PRO. As an upgraded version of the M3X Mars architecture released a year ago, it has also achieved another level of advancement in core technology.
The new platform upgrade is mainly reflected in four aspects: performance, security, intelligence, and comfort. For example, in terms of performance, the M3X Mars architecture PRO will be equipped with a 400T star core power high-power 2.0T engine, with a maximum power of 192 kW and a peak torque of 400 N·m, which has the highest liter power of the same class and 41% thermal efficiency, which is at the same level as the world's first-class car company technology.
In terms of safety, born in the M3X Mars architecture PRO under the Xingtu Lanyue, the proportion of high-strength steel in the vehicle increased by 15%, reaching 85% of the vehicle high-strength steel coverage, in the world's first public relative speed of 128 km vehicle-to-vehicle crash test held earlier by the Tianjin China Automobile Center, Xingtu Lanyue almost scored a full score, which is enough to prove the ultra-high safety of the M3X Mars architecture PRO.
Of course, the new platform architecture also has a strong strength in terms of vehicle intelligence and space comfort, such as models based on M3X Mars architecture PRO, all equipped with Lion Zhiyun lion lion system version 4.1, while supporting FOTA upgrades; for example, the model under the architecture, the seat frame design uses soft foam used by luxury brands, and the body fit is higher.
Obviously, Chery Automobile,whether it is the ultimate polishing in platform architecture, powertrain, intelligent system, safety and quality, it has lived up to its reputation as a "science and engineering man".
New energy and overseas markets are both making efforts
In recent years, the rapid development of the new energy market has made more and more car companies join this battle, however, the high-end market has always been firmly controlled by new forces such as "Wei Xiaoli" and Tesla, and it is not easy for traditional car companies to smoothly cut in. In view of this, Chery chose to find another way to conquer the entry-level new energy market, and from the results, this style of play can be described as very effective.
In the entire 2021, Chery new energy vehicles sold a total of 109028 units, an increase of 144.6% year-on-year, of which the cumulative sales of Chery Ant exceeded 250,000 units, becoming the no.1 sales volume of boutique pure electric cars. Of course, excellent results have never relied on single-handedness, Chery QQ Ice Cream since the launch of blind booking in July, the 6-month pre-sale period has received more than 70,000 units of orders, its market heat is not lost to Wuling Hongguang MINI EV, and even has the potential to catch up. The reason is that the author believes that Chery new energy vehicles have more advantages than electric vehicles at the same price in terms of overall quality and exquisiteness.
In fact, in addition to its outstanding performance in the domestic fuel market and the new energy market, Chery Group's cumulative export sales in overseas markets in 2021 also reached 269154 units, an increase of 136.3% year-on-year. This data not only set a new record for the export of domestic cars, but also its global user volume exceeded 10 million, overseas users reached 1.95 million, it can be said that each achievement is taken out separately, it is enough to say for a while.
The Chery that is "obscure" in the impression of many people has long been selling well overseas and enjoying a global reputation, and today's Chery is not the same in terms of products, technology and word of mouth.
Write at the end:
There is no doubt that with the help of a new platform, hard-core technology and strong product support, Chery Automobile has completed a magnificent transformation and handed out a perfect answer sheet throughout 2021. In the next 2022, Chery Group also set itself a battle book of "annual sales of 1.5 million vehicles, striving for 2 million vehicles and annual operating income of 200 billion yuan".
The author believes that with the overall acceleration of the scale of enterprise development, Chery Group will also accelerate the capture of the next 10 million "highland".