I have never been afraid of actual combat, and sales have never won. Why Chery's high-end brands have been defeated repeatedly?

Why Chery's high-end brands have been defeated repeatedly? Starway is two high-end brands created by Chery in different periods. Qoros car failed, and now it belongs to Baoneng, dubbed as "turning to the existence of junk stocks". In 202 1 year, the annual sales volume of Xingtu Automobile was 37 155, including export data. The sales data of the domestic market has never been published separately, let alone the data of specific models. Why?

The reason is that Star Road * * * including TX, Zhuifeng, Lingyun and Lanyue are all production cars. After subdivision, the average annual sales volume of each car is less than 9.3k, and the average monthly sales volume of bicycles is less than 800. Of course, these four cars also have some high-end cars and some low-end cars, and the breakdown data will be really hard to see. What is the sales performance of sub-brands created by other first-tier car companies? Because some car companies have not published annual data, they can only make predictions based on previous data.

Chery has always regarded the Great Wall and Geely Automobile as rivals, but the gap is not a fraction of the star. In particular, the sales of SUVs are far less than those of off-road vehicle brand tanks.

BYD Dynasty Automobile has actually become an independent brand, and the data of this brand will make Chery even more embarrassed. Excluding E-net e2 bus and Dolphin, the sales volume of Dynasty cars is close to 700,000. Among them, fuel vehicles are no longer the main force, and the sales volume of new energy vehicles has reached 593,745. Among them, the middle and high-end Han and Tang dynasties are close to 1.2 million and more than 50 thousand respectively, and the price of the creation edition of the Tang Dynasty is more than 320 thousand. Of course, Dynasty Auto is now the main force of BYD, but the data may be even more exaggerated after the series of production cars of Ocean brand are listed in 2022. For example, the monthly sales of dolphins have exceeded 10,000.

In the face of these sub-brands, Chery's journey really seems "inadequate"

The failure of Guanzhi is almost doomed because its "card" is wrong; In the early days, Qoros was positioned as a "joint venture brand". In order to get a little foreign flavor, it chose a joint venture with the Israeli group. However, Israel Group does not build cars, and its core business is chemical industry and shipping, so the technology of this joint venture car company still depends on Chery. However, at this stage, Chery does not have the technical reserves to support the construction of mid-to high-end cars. The engine power is flat, and the transmission uses dry dual clutch. It is impossible for such a car to have high quality, and the difference in sales volume is predictable.

Poor sales will lose value to the Israeli group. In the end, Israel Group will transfer its equity, and Qoros will not be able to sell dog meat as a "foreign" brand, although most of the joint venture cars of foreign brands are of poor quality.

The performance of star range is not satisfactory, which is also directly related to the technical level. Chery has only two power systems, as follows.

This is an option when the star course is started. It is overreaching to use a small-displacement engine to hit the high end, not to mention the star range without brand influence, even if it is a foreign car company that knows marketing very well and invests hundreds of billions in marketing every year, such as A1.3t&; A running SUV of 7DCT (both of which are Gatorade transmissions) has become the object of ridicule in the whole network, and an E-car 1.5T has also become a joke. A certain Junsanjiang 1.5t directly turned a Japanese low-level car company back to its original shape, and the British brand seems to have been losing money with the same1.5t. ..

High-end cars need powerful power, ideal handling, rich configuration, stable quality and excellent design. Only 1.6T optional star range "lost its original"; At the beginning of the release of Starrange, there was a lack of excellent 2.0T direct injection engine, and Chery could not mass-produce 2.0T until 202 1.

What is this concept?

The application time of direct injection 2.0T engine in Great Wall, Changan, BYD and other brand vehicles is seven or eight years earlier than Chery, and the excellent 1.5T engine is almost ten years earlier than Chery. Therefore, at the node where Chery packages these two engines, most consumers will not be surprised by this technology. However, this is still the point. The key point is that when Starway was equipped with a 2.0T direct injection engine, these car companies began to play hybrid and pure electricity.

The so-called high-performance 2.0T made by Xingtu brand is only seven or eight seconds, which is really good in fuel vehicles, but at the price of these vehicles, you can choose the excellent plug-in hybrid vehicles in China automobile brands; In the four-wheel drive SUV camp, the worst performance is 5.9 seconds, and the fuel consumption is as low as 5-6L/ 100km. It is pure electric drive and can get a green license. Four-wheel drive has the level of super running.

This is the competitor that Qiruixing Road will face. To put it bluntly, it is the Tang and Song series and the Qin and Han series.

Even if we don't discuss high-standard plug-in hybrid cars, let's take a look at Weimoka in the blue brand fuel car camp. The performance of Miller cycle 2.0T and light mixing system will not lose the performance of Chery-Otto cycle, but the fuel consumption will be lower. Self-developed nine-speed wet powershift and Chery's 2.0T transmission are provided by SAIC. Chery doesn't have a self-developed transmission that can be used in mid-to high-end cars, and its core assembly depends on procurement, which will affect its brand image.

Chuanqi GS8' s new model has been raised to the medium and large standard. The hybrid version of this car is not competitive, because it adopts Toyota's backward fuel mixing system and belongs to the blue brand car, and it is not competitive in the face of Tang or the ideal extended-range car with a positioning range of 200,000-300,000. However, the fuel version of this car is still very strong. The power of the same 2.0T engine is slightly lower than that of Chery, and the torque is the same, but the thermal efficiency reaches 40.23%, which is 2.23% higher than that of Chery. Chery always says that its 2.0T is the strongest, but I can't see where it is the strongest.

To sum up, there is no technical reserve that can impact the high end. It can only be said that it will be competitive in the face of "joint venture brands addicted to fuel vehicles", but now it is time for domestic cars to rise. If you want to succeed, you must first have the ability to stand in the first camp of China automobile brands. Objectively speaking, these technologies are only suitable for Chery's main brands, such as the Tiggo series, because the mainstream cars in the 6.5438+0.5 million range of Great Wall, Geely and Changan have all applied the same technology.

If you want to hit the high end, you can only use a larger displacement internal combustion engine or plug-in technology, such as 3.0TT-V6 of Great Wall or BYD DM-I/P; Chery does not have a six-cylinder large-displacement engine, but it is equipped with a hybrid DHT transmission with 27 working modes. While other car companies are doing subtraction, Chery is doing addition. This operation is not easy to understand. Is it necessary to leave two levers and one to imitate Shimano? Maybe Chery needs a new product and technology research and development planning team.

Published by Tianhe MCN, all rights reserved.

In the past, the failure of domestic high-end engines and gearboxes was due to the great gap with foreign brands. Lin Wei's biggest engine and gearbox is 2.0TCI, the gearbox is 5AT, and the foreign high-end is 3.0 or above with 6AT. The same reason also comes down to the failure of Guanzhi. 1.6TCI is far behind foreign brands. If the era of Guanzhi can appear in 1.6T, I believe Guanzhi will not fail.

It's different now. Domestic engines are at least similar to foreign brands in data (everyone is 2.0T), and the gearbox gap is also small. Therefore, compared with foreign brands, domestic high-end brands can improve the cost performance. The gap is no longer the gap between products, but more the gap between brand power, or in layman's terms, the gap between trademarks. Because of the gap between our domestic and international science and technology 20 years ago, people who don't understand products still stayed 20 years ago. They don't understand products. How to compare? We can't expect everyone to become a science and engineering man, and we can directly understand the strength and function of each steel plate on the vehicle. However, as more and more people know about China brand, the annual share of domestic brands has increased by 5% in the past three years. The share of domestic brands was less than 37% the year before, and now it has reached half. Don't underestimate the share of these ten points. The volume of 20 million vehicles is 2.4 million, and the total volume is declining at a rate of 8%. This makes the joint venture brand miserable, Chevrolet, Ford and PSA collectively. Suzuki, Fiat and DS will leave again, and five domestic first-line brands are taking shape. The scale of Chang 'an, Great Wall and Geely is stable at more than one million, and Chery and BYD are also rapidly approaching this scale. Maybe next year, China's high-end brand Hongqi will surpass the scale of 300,000 vehicles. The sales of Red Flag can reach the sum of Lexus, Land Rover, Acura England and finidi. It is believed that it only took nearly three years for China to surpass BBA. China brand in automobile field is striding forward. With the continuous decline of Volkswagen and Japanese sales, ordinary joint venture vehicles are sliding into the abyss. Looking at China brands whose exports are climbing all the way, we can understand that domestic brands are launching a strong challenge to European and American brands on a global scale. . . . . .

When Qoros first went public, I mentioned that the gap was in the power system. . . . .

This time, I choose to trust Chery, and believe that the strength of China brand will become stronger and stronger. . . . . Behind the strong brand of China is the rise of parts enterprises in China. Only powerful parts enterprises can support the future of China automobile industry.

Domestic cars are trying to break through new technologies, and prices are also rising, which is not close to the people.

High-end should be high-end from birth.

There is no unique gene in appearance.

There are not many actual competitions and test drive activities.