Chery achieved contrarian growth, thanks to the fact that in recent years, Chery has jumped out of the thinking shackles of "science and technology men", improved the innovation ability of enterprises in science and technology and brand management, and improved its competitiveness in domestic and foreign markets.
Kunpeng DHT is super mixed, and technology empowers the power.
For car companies, the engine is called the heart of the car. With it, a car has the motivation to move forward, and car companies have their own competitiveness. From 1999, the first generation ACTECO series engine was completely independently designed and assembled, and in 2021, Kunpeng Power System with "all-field professional power solution" was launched. Up to now, the global sales volume of Chery engines has exceeded 9 million units, and a total of 9 engines have won the title of "Top Ten Engines of China Heart".
In fact, Chery’s powertrain products have long been more than just fuel engines. In recent years, new energy vehicles are the general trend, and as the most important step in the era of Chery 4.0, the hybrid of Chery Kunpeng DHT once again shows the leading edge of "Chery Quality".
The picture shows that on May 18th, 2021, Chery fully functional hybrid DHT rolled off the assembly line.
The picture shows Tiggo 8 PLUS Kunpeng e+
Chery has always regarded adhering to independent innovation and mastering core technologies as the foundation of establishing an enterprise and the core driving force of enterprise development. Kunpeng DHT super hybrid technology represents Chery’s persistence and persistence in technology. It is understood that Kunpeng DHT Super Power realizes a hybrid architecture driven by dual motors, with more explosive power, more obvious speed-up effect and more stable power output. It can realize nine high-efficiency working modes, such as single/double motor drive, extended range, parallel connection, direct engine drive, single/double motor energy recovery and driving/parking charging, and has the largest number of 11 combined gears in the world, which can quickly adapt to complex and changeable working environment and meet the multi-scene needs of users. As the first model equipped with this hybrid technology, the order of the Tiggo 8 PLUS Kunpeng e+ has risen strongly since the pre-sale, adding "Kunpeng Power" to the Tiggo 8 series, which is enough to be regarded as a dark horse in the hybrid market. The improvement of sales volume and word of mouth does not come out of thin air, but all comes from the confidence and confidence of Chery, a science and technology man.
Product iterative upgrade, big single product strategy re-strength.
In this consumption environment dominated by young people, excellent product strength and diversified product matrix are the heavy foundation to support user consumption. In this regard, Chery is quite sincere. Chery’s new car layout has not slowed down, and it also has bright spots in product renewal and upgrading, providing consumers with diversified choices.
Tiggo 8 series, the star model under the strategy of "big single product", has maintained a hot sales trend by continuously launching highly competitive upgraded models. From January to May, Tiggo 8 series contributed 62,439 global sales, up 4.7% year-on-year, effectively driving Chery automobile brand upward.
Flowers bloom inside the wall and smell sweet outside. Through the adaptive development of "adapting to local conditions" overseas to meet the diversified and quality travel needs of users, the Tiggo 8 series has also gained the "global love" of domestic and foreign consumers and become a "global car" that sells well at home and abroad. Data show that the Tiggo 8 series exported 17,587 vehicles from January to May, up 21.8% year-on-year. In some overseas countries, Chery products, represented by Tiggo 8, are also used as state-level reception vehicles, which shows the quality and strength of China brand. It is believed that the launch of hybrid new benchmark Tiggo 8 PLUS Kunpeng e+ and Tiggo 8 PRO, which focuses on young people, will add "Kunpeng power" to the Tiggo 8 series and help Chery Automobile to open a new championship era in the auto market in 2022.
The picture shows that on April 26th, 2022, the 500,000th vehicle of the Tiggo 8 series rolled off the assembly line.
If the Tiggo 8 series is the cornerstone of stable sales, then as another brand-new model in Chery’s "big single product strategy", OMODA 5 Oumengda will be another masterpiece to open up the younger market at home and abroad. It can be seen from the naming method that Ou Mengda is the first step for Chery to jump out of the thinking of science and engineering men. Compared with other models of Chery, Oumengda’s overall style is obviously more fashionable and bold. Whether it is a borderless net, slender headlights or a coupe-like side shape, it has changed the impression given by Chery SUV in the past and is more in line with the aesthetics of young users.
The tide running SUV Ou Mengda and the champion family Tiggo 8 series SUV are working together, and Chery has achieved comprehensive coverage of their respective market segments through this combination of boxing. Under the technical endorsement of "Science and Technology Man", while improving the product matrix, Chery also invested in a perceptual knowledge of young consumers’ in-depth insight, linking user needs with driving scenarios. Under this kind of thinking, it is reasonable to get more choices from consumers, and Chery in the future will definitely be more favored by young consumers.
Go deep into users’ minds and convey brand new connotation.
In the current automobile market, the younger development of consumer groups has become the general trend. When automobile brands carry out younger marketing in succession, new problems also arise. How to find a balance between "young expression" and "brand temperament" and start the journey of brand rejuvenation?
Can last forever in the market competition, it depends on the continuous surge and evolution of enterprises. In the era of brand rejuvenation, Chery’s solution is to stay on the surface, return to the concern of "people", communicate with them on an equal footing as friends, go deep into the spiritual world of the younger generation and truly reach the hearts of young people.
Based on the brand-new demand of brand communication in the digital age, Chery listens to users’ voices from multiple dimensions, such as service, marketing and brand ecological construction, and continues to provide users with a brand experience that exceeds expectations. Through product innovation and communication mode innovation, it goes deep into users’ minds and conveys the brand-new brand concept of "user-centered" of science and engineering men.
To this end, based on the insight into new consumer groups and new marketing forms, Chery has strengthened the "virtual" and "real" consideration of brands and users, and built online interactive IP including "Technology Zero Distance-Online Live Class" and "Truth Lab". On the other hand, continue to do the offline experience through innovative marketing activities such as "scenery in the mirror" and "enjoying the growth plan". In this alternate link between reality and virtual, Chery’s focus on users is not a direct output of interest value, but through communication and interaction with users, it conveys a younger, more scientific and dynamic brand image and realizes soft "planting grass" in a subtle way.
Under the interweaving interpretation of traditional lifestyle and new consumption proposition, Chery has been developing, and since 2020, it has actively explored new online marketing models, focusing on marketing innovations including e-commerce platform operation, online live broadcast and big data mining. For example, in May 2022, with the launch of the new Tiggo 8 PRO car, Chery Automobile joined forces with major network platforms, such as short video platforms Aauto Quicker and Tik Tok, e-commerce platforms JD.COM and Tmall, and 12+ APPs to create a live broadcast event of the car listing, and once again created a case of brand innovation marketing. The message of a Chery owner under the official blog was touching. "As an old owner, I was deeply moved by watching the whole live broadcast. Once upon a time, Chery, who was impressed by many people as’ only burying his head in making cars’, is not the same in terms of product quality or marketing innovation. It is hard for people not to love such Chery and make firm choices."
In terms of brand marketing strategy, in recent years, Chery has made a brand-new practice under the brand rejuvenation strategy, that is, setting up "personal design" for different models. If OMODA, which will be listed soon, represents young people who dare to speak and do, are fearless and constantly challenge themselves. Then the Tiggo 8 PRO, which was newly listed in May, is a representative of young people who are calm, confident, advocating technology and keen to explore. They are performance car enthusiasts and new technology fans; They are young and bold, and their eternal pursuit will make the impossible possible; They advocate high-tech, high-performance style design, and enjoy the driving pleasure brought by wisdom, civilization and technology, and these qualities and characteristics perfectly match the spiritual core of the whole Tiggo 8 family. The "people-designed" label not only strengthens the functional attributes of the product, but also perfectly fits the user characteristics and the concept of building a car, and strengthens the identity of the younger generation of car owners through emotional communication.
According to the data of China Association of Automobile Manufacturers, the sales volume of the automobile industry in May decreased by 12.6% year-on-year. Chery actively responded to various challenges and achieved contrarian growth. According to official data, Chery Automobile sold 63,978 vehicles in May, up 47.5% year-on-year, and exported 27,434 vehicles, up 41.1% year-on-year. From January to May, the cumulative sales volume was 277,838 vehicles, up 18.9% year-on-year.
What is really favored by the market is never luck. Spare no effort to invest in technology and consistently stick to it is Chery’s confidence; Strong technology-enabled products are Chery’s confidence; Taking users as the center and insisting on creating excellent experience for users is Chery’s intention. Chery, which has both soft and hard strength, has the power of high-energy explosion, and its sales volume and reputation naturally come naturally.
