Chery Automobile: Camry target
47-year-old Yin Yue methodically fed up with little vehicles in the localized waters in the battle with the opponent. As Chery Automobile Co., Ltd., Yin, directed the business to a repaired place in which he said 12 years - this number is advised endemic in China, significance reincarnation.
Record is clear. Meanwhile, Chery has sold to the world total of 1.5 million vehicles, more than 80 countries around the world have established more than 400 distributors and factory 9 CKD (another 6 under construction), making China the largest sales, visibility the highest self-brand passenger car business. It is the default for national brand car model, to obtain a high degree of recognition of China’s official overseas partners flocked to - in touch after the summit, Chery suddenly rise to a new journey.
March 19, Anhui Wuhu Chery Automobile assembly plants carefully arranged third of the production workshop, people scheduled to see a new “equipment”: a new high-end brand (Riich) and Wei-lun (RELY), and just off the assembly line the (Riich) first limousine G6. The past 12 years, the success of Chery only rely on a low-end brands: CHERY.
Chery conspicuously gone to large pains to this end. (Riich) emblem LOGO vintage limousine with the United Kingdom Bentley (Bentley) is very alike to the indications, Wei-lin’s LOGO resembles Nissan’s Infiniti luxury emblem (Infiniti), G6 is easily drawn from from the Chinese in the “high “the alphabet. High-end market to the EU, is on the Chery is CHERY comprise the development of a easy form of large-scale proceed of subversion. To some span, it could be glimpsed as giving tribute to up to date cars. In 2001, after upgrading the value of the Sonata with the use of Jaguar (Jaguar) alike to the conceive, therefore altering the up to date low-cost vehicle market in the United States entry-level vehicle manufacturer’s image.
Cycling meager earnings, as well as the low-end emblem likeness conceived by the expansion of scale to high liability - when the customary form of Chery will be to maximize its deepness is furthermore the Achilles heel of the skeletal part marrow.
In 2008, Chery Automobile 356,000 full-year sales figures in 2007 equated to 380,000 has fell by virtually 10 per 100, and 480,000 in early drop far condensed of the planning. It is also in this year, Yao Yin and quietly modified its call to “Yin Yue the same”, recommending a swift modification to start.
The plight of Chery Automobile is China’s domestic manufacturers of the portrayal of the fate of groups. According to China Association of Automobile Manufacturers report that this year, including SAIC, Chery Automobile, Jianghuai Automobile, Brilliance Auto, including the mainstream of the local car company’s profits are lower than the previous year the total growth rate in the -85.14% -1.57% to between. But at the same time, the weather is also a new beginning.
Another high-end early in the transition to self-brand car companies - Geely Automobile has begun to enjoy the dividends to enhance the brand. In February 2009, in the Hong Kong-listed Geely Automobile announced profits in 2008 compared with 2007 has increased significantly, profits improved cycling.
At present, sales of Geely Automobile Chery only 2 / 3, the transition to start only two years or so, and these results are in recession gained market environment, making the deduction Chery ourselves. In fact, Chery has been seeking the introduction of higher-level models, the result is always as expected.
Since 2004, Chery’s sales plan, QQ from 80% of the portion fell to 30-40% between. In 2008 as an case, QQ series traded come seal 133,000 cubicles, the total sales 36%; A5, A1, the novel Cown, Oriental Son, such as Taiwan, were traded round object 150,000, accounting for 42% of the total sales volume. But the Oriental Son of its bulk high-end models priced smaller diagram than 15 million yuan, Chery is immobile stagnant in the low-end market, Yin Yue with a real deficiency to change.
“The novel brand will be couple LaCrosse, Camry, such as Europe, Japan launched the lead competition between models, prices from 200,000 to 300,000 yuan.” Listed on the site, Yin Yue conveyed with “Global Entrepreneur,” “Taking a panoramic outlook of world-class car businesses, none of them are relying on small cars, in the realization of low-end cars, China’s auto industry requires high-end goods, technologies and brands. “accustomed to the acceleration of the Chery did not give an inordinate measure of time set aside its have, to compress into the cross-car difficult transition club motion, just 5-6 years.
It sounds fairly exciting. From the uncultivated land, by a circumstances of free-spoken QQ Chery cars now are endeavouring to write a CHERY Chery brand cars in China and high-end labels and RELY Wei-lin Riich, micro-car brand Kairui KARRY-based multi-brand empire. When the Saab, Opel, Volvo, after they wait for the right price, Chery has been supplemental to this dramatic shift.
In fact, enhance the brand image and multi-brand strategy is to present China’s own brand of collective aspirations car. Technical experience accumulated over the years, they have been unwilling to stick to low-end market, but rather into the main battlefield of transnational corporations engage in head-on confrontation. Chery in size and industry position, it needs more than Geely (Geely owns, Global Hawk, Dorsett, England brand) to go further.
However, even if based on common sense, aimed at high-end Camry far in transition will not be smooth. Chery (Riich) is expected to launch in 2009 in 5 high-end passenger cars, and Wei-lin will be the introduction of 4 high-end commercial vehicle, the two brands, respectively, the annual goal is to “protect 50,000 for 60,000.”
Rising voices questioned. First, whereas the transition to high-end, but still proceeded Chery reliable capacity constructing method, no basic changes. And, (Riich), Wei-lin sales goals are furthermore rather shocked the industry. To Rongwei, MG founded on the records market for two years, SAIC’s aim this year is 50,000, but the two together.
Bottlenecks that have been touched Chery, the Shudao excursion, but also have no choice. Fortunately, Chery came from that.
Who is premier change
For the transition in the high-end 6 In detail, it begun years before, the first form is the Oriental Son 6. Now, when it’s in transition as a agent of Chery, G6 debut, the business is losing: the scale of the expansion of the manufacturer some times, with dozens of subsidiaries, workers from thousands of persons to elaborate to 2 million people.
However, solidarity and transformation, management and R & D team is the stability and efficiency. 6 years, Chery has gone through turmoil. 10 more than initially led by Europe and the United States returned to Dr. Chery Automobile Research Institute, has almost completed a large-scale change. Since 2005, Chery Automobile Engineering Research Institute of the former president of Min, vice president and deputy general manager of Kan Lei, Tian Chinese, and a number of other cross-border car experienced “returnees” from the left Chery. Three years later, Yin Yue old with old classmates and partner, general manager of Chery Automobile sales Li Feng office, and this force before the Qin Hong, deputy general manager of Chery left.
These personnel modifications have been widely interpreted as the drawbacks of the internal authorities of Chery, to a definite distance, G6, thus the progress of the expansion by the disturbance. As a result, promote the progress of G6 remodeling Chery become an noteworthy component of the core team.
Switched in 2005 from Chrysler to Chery’s new security solution to replace the G6 R & D organization, then this car has begun to form, “a lot of things are starting from scratch in Chery.” Automotive Engineering Research Institute of the Chery vice president of recalled that after he was involved in the introduction of the South East of Chrysler Grand Voyager car design. In fact, the equivalent of forcing changes in the management of re-interpreting the Chery “from scratch” the road of entrepreneurship. Start with the past and the biggest difference lies in the fact that the new team to follow the structures from the outset to “internationalize” the road.
In 2008, the body in ascribe of the new security answer, in ascribe of the Austrian power train, air-conditioning is to blame for the Korean group, the centre R & D efforts, G6 R & D eventually approaching to an end. However, in high-end transformation tasks will only be round the 2008 Olympic Games formally started. In August last year, sales of the initial general supervisor of Brilliance JinBei secret Bo connected Chery, have wrong for the out-of-doors world at that time was to conquer the place left by Li Feng.
In (Riich), Wei-lin’s brand conference, the answer has finally been lifted, the use of the new brand design, research and development, sales of the new team. Chery to set up an independent car sales Kirin Co., Ltd. in Anhui, the establishment of two separate dealer network for sale of two brands, Bo served as the general manager of the new company.
“At the time arrive to the high-end emblem Chery last year, up to now has been so engaged with emblem positioning, group formation, for example mesh planning.” Bo said that this was an unforgettable experience. Of Chery, the new issue of emblem new group furthermore emerged to eradicate concerns about the right time to the out-of-doors world.
Yang is a very powerful sense of purpose. The issue of the new emblem, he called the entire happening reside seminar method and there are important dissimilarities in the past, easy, simple, sombre, in line with the place in high-end brands. Furthermore, in alignment to battle for lost time, the roll-out of passages before they are issued as early as the start.
At present, the unicorn and the first batch has 50 dealers marked up to start the building of circulation line in diverse towns 4S stores, Bo finalized in 2009 in the 150-200 dealers, most of them from the living dealer’s out-of-doors the search. Yang said that a new emblem should have a powerful sales goal, but he furthermore said candidly that “huge pressure.”
Kirin Co., Ltd. car sales executives also arise in a novel face, deputy complete overseer of German wild Chung Nga and her eleven years toiling in Japan, later Shanghai Volkswagen, POLO, and was responsible for the brand Passat planning. By the end of 2007, Chung Nga Kurono Chery connected the first worldwide company. In lead to do something high-end, Yin Yue speedily with high-end labels to participate in the planning, left ahead by its directing (Riich) and Wei-lin content of the couple novel brands.
In supplement, another Chery to set apart long-standing high-end vehicle task - Quantum Motor Company furthermore made new advancement, the international controller of McKinsey colleague, directed a group GAO has connected the business to help launch its exclusive high - end cars. Yin Yue said the identical, this is a very costly team.