The hottest independent brands rush to eat high-en

2022-08-09
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In 2010, under the background of the continuation of national legal, fair and reasonable policies to support the automotive industry, independent brand automobile enterprises seized the opportunity to adjust the industrial structure with the intention of seizing a larger market. This time, they set their sights on the high-end market

and the entry of independent brands into China's high-end automobile market has been widely expected

as Yin Tongyue, chairman of Chery Automobile, announced when the 2million Chery Automobile was offline, "independent brands have entered the stage of competition with joint venture brands from the stage of low-end and low price."

on March 26, after the 13th year of its establishment, the 2million cars produced by Chery Automobile were grandly rolled off the production line, and the protagonist of the day was Chery's high-end commercial car G5. In addition, two new cars, rely X5 and H5, are launched at the same time. Rely X5 is Chery's high-end SUV model, and rely H5 is a high-end commercial vehicle developed by Chery Automobile Company for the field of medium and large passenger cars. Through these three cars, Chery automobile has adjusted its product layout, which will also more effectively support Chery's strategic route to enter the high-end market. In particular, the excellent results of the first high-end business car G5 at the German north ring circuit and the Dakar Rally also gave Yin Tongyue sufficient confidence

coincidentally, Wang Jianjun, deputy general manager of BYD automobile sales company, recently revealed to shapeways that BYD will launch five medium and high-end models with more than 100000 yuan in 2010 by using colored sandstone as printing material

provide effective support for the comprehensive management of raw material industry

"BYD's target this year is 800000 cars. The current F3, F6 and other models have achieved relatively good results in terms of economic cars. Now it needs to compete head-on with joint venture brands and seize the share from the medium and high-end market controlled by joint venture brands. Therefore, we are about to launch five vehicles this year, including L3, I6, G6, S6 and M6, which are basically models with more than 100000 yuan. These models compete for the medium and high-end automotive market."

in China's high-end automobile market, we are also warmly looking forward to the "catfish effect" brought by our own brands

since its birth, the "catfish effect" brought by its own brand has been recognized by the market. Ordinary Chinese consumers benefit from the "catfish effect"

a senior automobile marketing consultant said that if the economy cars such as Chery, A3, A5 and BYD F3 of their own brands had not entered the market, the old models of European and American cars (Jetta, Santana and Fukang) might still be "popular" in the Chinese market, and their prices would not fall from the high level of 200000 yuan that year. More importantly, in addition to balancing the pricing power of foreign brands in the Chinese market, cars are increasingly entering ordinary Chinese families

independent brands have become the biggest winners in the car market in 2009. Statistics from the China Automobile Association show that in 2009, a total of 2.2173 million self owned brand cars were sold, accounting for 30% of the total domestic car sales. In 2009, the sales volume of self owned brand models increased by nearly 70%, and BYD automobile broke into the top ten in auto sales for the first time

Chery Automobile, a leading independent brand enterprise, also showed "Chery acceleration". It is understood that Chery took 93 months from the first car to the 1million car; It only takes less than 30 months from the first million to the second million. In addition, since 2007, Chery has exported more than 230000 vehicles, which is 1.6 times the total export volume of the previous seven years, accounting for about 45% of China's total passenger car exports in the same period. For the seventh consecutive year, its exports ranked first among China's passenger car enterprises

however, after achieving initial success and gaining a firm foothold, Chinese independent brands are also facing new topics. Under the impact of the global financial crisis that began in 2008, independent brands have also encountered great pressure from blocked exports, rising labor costs and rising raw material prices. In the context of structural adjustment and changing the new growth model, they actively "turn around" and hope to continue to move forward with new strategies such as high-end models, brand premiums and higher quality

Wang Jianjun, vice president of BYD sales company, admitted that BYD had reached the time to change. "2010 is BYD's brand strategy year, because for us, brand improvement is BYD's long-term development, and it's time to solve it."

in terms of improving the quality of models, BYD has formulated "three quality goals". The first step is to surpass the level of Korean models; The second step is to surpass the quality of German cars; The third step is to reach the world-class quality level; The overall goal is to strive to make its product quality reach the level of international brands in a short time and change the market's understanding of Chinese brands

at the same time, Chery Automobile also said that it no longer takes "quantity" as the only goal. Yin Tongyue introduced to Shanghai Securities News that "quantity" is not the most important for Chinese automobile enterprises. The key to Chery's development now is to improve its core competitiveness, strengthen the research and development of core technologies, improve the quality of products, and create a brand with strong influence

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