The historical background of the birth of the new generation Tiggo 7 in the eyes of Gou Ge, the market strategic positioning

Chery’s new generation Tiggo 7 is about to be officially launched, which is a good thing. Before starting this series of articles, I feel it is necessary to briefly talk about the background, because the production, sales and development positioning of any model are based on the actual automotive industry market background.

Background - The tragedy of domestic cars? With the destruction of domestic cars, SUVs have become the life-saving straw of domestic brands? Chery needs the Tiggo 7 model to work hard. First of all, because it is an SUV, for the current domestic car market It is said that especially for independent brands, sedans are already in decline at least for now. ?At present, there are already an overwhelming number of joint-venture brand car models, and the joint-venture brands themselves are becoming more and more difficult as competition intensifies. As a result, prices continue to be pushed down, which has greatly invaded the survival price space of traditional independent brands. In the past, there were relatively few joint venture car models, and the price difference was relatively large compared with self-owned brand cars. Therefore, many customers who wanted to buy joint venture cars had to choose domestically produced cars due to price pressure.

Now that the price of joint venture cars has come down, under the current Chinese market atmosphere and the overall level of consumer awareness, most of the joint venture brands will not choose independent cars at the same price or slightly more expensive. Brand model. Therefore, it is very difficult for self-owned brands of sedans. Among them, brands such as Great Wall have completely given up on sedan models. Geely and Chery Changan, which sell relatively well, also have limited sedan sales. ?Therefore, for independent brands including Chery, the sales of SUVs are even more important, and the importance of the new-generation Tiggo 7 as an SUV model is also highlighted. It can be said that SUVs are the life-saving straw for domestically produced cars. Although I don’t know how long this straw can be grasped, at least for now, it is still an opportunity that can be grasped. ?For Chery, the importance of the Tiggo 7 role is not just because it is just an SUV. At the same time, the most important thing is that it is an SUV of mainstream size and price.

What is the important innate attribute of Tiggo 7 - a mainstream domestic SUV with mainstream size and price? Chery has a lot of SUV models, currently from high to low, Tiggo 8, Tiggo 7, Tiggo 5X , Tiggo 3 and Tiggo 3X models. Among them, Tiggo 3 is too old, 3X is too small, and Tiggo 5X is relatively low-priced. Under this premise, the importance of Tiggo 7 as a compact SUV is even more prominent. Tiggo 7 is mainstream in size and relatively priced. The Tiggo 5X is even higher. No matter how high the sales volume of the 5X class is, it is still positioned as a cheap car. Among these models, the Tiggo 8 is currently selling well, but a single seedling is always a bit dangerous. At the same time, the length of the Tiggo 8 reaches 4.7 meters. Although Chinese people generally like big cars, this size is still a bit too large for a family SUV. Many novice and female drivers will find it difficult to reverse into position.

It can be said that if the Tiggo 7 can be sold, Chery will be able to have the double insurance of Tiggo 7 and Tiggo 8, two popular SUVs of mainstream sizes, and support Chery's overall SUV sales. ?So the innate attributes of Tiggo 7 determine that it is very important. Its size and price range determine that it is a natural mainstream model. Of course, if it does not sell well due to various factors, it becomes non-mainstream. Model, that's a problem with the manufacturer, not the car itself.

The emergence of the new-generation Tiggo 7 has created a new era for Chery? For the Chery brand itself, the new-generation Tiggo 7 also has a special significance, that is, it has created a new era without changing its name. The era of facelift. ?In the past, Chery’s mainstream approach was to continuously launch new cars, and basically abandon old models without modifications. There are too many such examples, so I won’t give them, and it is meaningless. ?Doing this will bring about many negative problems, although these old models that have been discontinued actually have their own actual successors, such as the old A3, to Arrizo 7, to Arrizo 5, from chassis platform to engine gearbox and so on. The big ones are still in use. However, the names of car models have disappeared permanently or temporarily. A series such as A3 has completely become history. After a long pause, it is said that the Arrizo 7 will launch a new Arrizo 7 in the future.

As for the new generation of Tiggo 7, I am very pleased that Chery did not change the name of the new Tiggo 7 model as it did in the past, but adopted the new generation of Tiggo 7. On the one hand, it inherited the customer base and reputation resources of the old Tiggo 7. ?This seems to convey a signal that Chery is ready to work hard on the inheritance of models, and is ready to seize mainstream models, upgrade them and continue to build classic models. If it can do a better job in inheriting the names of its models like Geely and Great Wall, I believe Chery will slowly produce its own classic models. ?So, the new generation of Tiggo 7 may usher in a new era. Even Chery will also build its own model family. For example, Tiggo 8 will be a collection of a series of models with various styling functions. Tiggo 7 will also form a His family continues to grow and expand.

So, I think Tiggo 7, a brand new car series, deserves a good look and understanding. I have been paying attention to Chery since 2004, and it has been almost sixteen years. After looking through the wind and rain, I have seen a lot of things and learned a lot of knowledge. The car friends who read this article are probably old Chery car owners. After all, the repeat purchase ratio of Chery’s old car owners is the largest among domestic cars. There are probably also There are many new car enthusiasts who are paying attention to Chery. What I hope to do is to share the information I have learned with everyone, so that everyone can get real and valuable reference for buying cars. ?Thanks for the support.