Shortly after the end of November, the major brands sold out their transcripts. The Great Wall sold 130,000 units, Geely sold 140,000 units, and Changan sold more than 100,000 units. Although sales of BYD were not good enough, the sales of new energy vehicles soared. In November, BYD new energy sales reached 13,758 units, an increase of 65.48%. And it is very high-profile that the 2018 target is 200,000 units.
In the traditional top five auto companies, Chery’s performance alone was depressing.
In November, Chery sold 43,162 units, which was a drop of several thousand units from last year’s 48013 units. The sales ranking was not only lower than Chang’an, Great Wall, Geely, and BYD, but also lower than that of SAIC Passenger Vehicles and GAC Passenger Vehicles. Soon they were rushed up by the Thais.
An analogy is that in 2009, Chery’s sales exceeded 500,000 units in 2009, ranking first in autonomy and fourth in the overall ranking. In the past eight years, China's auto industry has undergone rapid changes. The overall market scale has reached 30 million units from more than 10 million units. The self-owned brands have also surged forward. Chang'an Great Wall, Geely, and other companies have rapidly emerged, and their overall market share has reached 43%. It basically achieved a joint protest with the joint venture brand.
Chery alone, for 8 years, it has been standing still and has not been established. The sales scale has been circling around 500,000 units. The market ranking has been reduced from the first to the seventh, and the market position has fallen from the previous independent boss to almost To leave the front line, fall down on companies like Zhongtai and Fengxian.
The bigger problem is that Chery is not only retreating in size, but Chery has also encountered major problems in terms of the technology and quality it has been proud of. A few days ago, Chery announced the recall of some of the Arrizo 7 models due to transmission oil leakage hazards in the Ariza 7 models.
Frankly speaking, corporate recalls are normal events and they are also responsible. The problem is that Chery has been very focused on promoting product quality, especially the power system, for years. It has even been mythic in its propaganda. Previously it was repeatedly reported that Jaguar should be supporting, and the engine million-kilometer warranty is also well-known. Therefore, even if Chery's sales are sluggish, even if the marketing is out of order and there is a fig leaf made of this product quality, it is still considered to be a little reserved. Today, this core power system has a problem, and it is a serious problem caused by a very low level of error. It also tears down the last piece of the fig leaf of Chery. By the way, this recalled Arrizo 7, which had also been highly hoped by Chery, is currently maintaining a three-figure monthly sales volume.
As for the other brand that Chery has high hopes for, it has become Chery's hot potato. Guanzhi started from 2007, and went through a full 10 years in 2017, a 10 year period, and a 10 year loss. Although the product power of Guanzhi is very good, it has also won the prize softly, but its positioning is too high and the product is not satisfied with its sales. Poorly known as “a shocking ghostâ€, only 1,142 units were sold in October, and only 10,276 units were sold in January-October. The sales of several models for the first half of the year were less than the sales of best-selling vehicles of the people for a week.
However, the good news is that Chery has finally lost his eyes on Guan Zhi. Not long ago, Chery’s transfer of shares in Cheung Kong Equity Exchange was likely to have a good ending after Chery’s control.
Chery encountered today's difficulties and had very complicated backgrounds and causes. Institutional problems, brand issues, and product problems were all riddled with pain. But its biggest problem was the development strategy, from 2007 to 2007, and ten years. Time, we found that Chery's development strategy has been changing, and it is a terrible change - from a Chery hit the world, to later gangs of more children, and then return to a Chery, return to Chery and then put forward new EXEED cars.
In terms of specific product lines, even chaotic to find even their own direction. Take its main sales force Tiggo SUV series, the Tiger 7's measurements even smaller than the Tiggo 5's size, we all know how chaotic the product planning of Chery.
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