Chery’s new brand strategy

Recently, a new strategy and new brand image launching ceremony for the Chery Automobile Company with the theme of "Technology Chery China Dream" was held in the Anhui TV No. 1 studio. At the launch ceremony, Chery officially released its corporate strategy of "Technology Chery" and its new brand development strategy. As one of the important signs of building the "Cheerful Chery" strategy, Chery released "iAuto", a high-tech, standardized, and forward-looking core technology concept platform built through years of independent technology accumulation and introduction of international leading standards; An important symbol of the new brand strategy, Chery announced the official launch of the new LOGO representing the brand new Chery brand.

New Brand: Another Milestone in Chery's Strategic Transformation

In the past two years, Chery has fully implemented the deep strategic transformation from the pursuit of speed and sales volume development model to the pursuit of "quality, brand, efficiency" as the goal, from the company's business philosophy to the corporate management system in an all-round bold Change. With these changes being completed one after another, the new developments of the company are becoming increasingly clear. On this basis, further clarification of the development strategy of companies and brands is already a matter of course. At the press conference, Chery Automobile officially announced to the outside world the company's strategic objectives for the next three phases, namely: Stable in the entry-level automotive market in 2013-2016, becoming the best brand automotive company in China; 2016-2020 It has reached the capacity of mainstream multinational auto companies in the year, and its main technical performance has reached the international standard level; after 2020, it has become a world-class automotive enterprise with international competitiveness, and its main technical performance has reached the international first-class level.

At the announcement ceremony, Yin Tongyue, chairman and general manager of Chery Company, recalled Chery's development in the past 16 years. He stated that Chery was a small-sized automobile company that "has been trying to become a deserted beach" and had historical conditions and market conditions at that time. Next, we pursued the development model of "speed and scale" to achieve the first phase of our strategic goals. At that time, Chery’s idea was to “make a good car that the people could afford” to meet the demand of domestic wage earners for automotive products and to promote the rapid transformation of the domestic automobile market from public business consumption to household consumption. At this stage, Chery’s strategic transformation is to continuously satisfy the masses of consumers for the upgrading of consumer demand for automotive products, to provide high-quality products and to keep the price down. "The car brand is actually a kind of accumulation of assets. It does not happen overnight. It requires profound cultural heritage and historical accumulation." Yin Tongyue said. The launch of this new brand means that Chery has entered a new stage of development and will focus on resources to build a "Chery" brand and gradually form its own system competitiveness.

According to Chery's future efforts to build a brand strategy of “a Chery brand”, Chery will gradually establish a new product structure through the combing of existing products, and gradually reduce the number of products from the current 20 products to 11-12 products. Product spectrum. In addition to the brand and product strategy, another important sign of the new brand is the new LOGO image of Chery. Chery’s new LOGO is based on a circular ellipse theme, which shows that Chery’s rapid development from the early stage to the strategic transformation focused on technology, quality, scientific system and international standard processes. The mosaic of diamond-shaped three-dimensional triangles in the middle represents Chery's demand for quality and aims to build diamond-like quality.

New System: Establishing an International Standard Product Development System with Customer Orientation

With the maturity of the domestic auto consumption market, today's consumers have higher requirements on the quality and brand of auto products. Chery quickly starts with the concept of consumers and market demand, and actively pursues strategic transformation at the expense of short-term market sales. Chery's new brand image is the core of Chery’s deep-seated product development concept and the establishment of an international standard product development system.

At the press conference, Chen Anyin, deputy general manager of Chery Co., Ltd., Dean of the China Aviation Industry Research Institute introduced the connotation of the international standard product development system. It includes: development ideas and processes for international standards, simultaneous interactive system engineering mechanisms, and world-class international standards. Research and development team.

The development ideas and processes of international standards are: establish a strict customer-oriented, quality-first development concept, achieve a high-quality V-shaped development process, and guide product pre-study and planning through scientific process design to determine product positioning and quality positioning. The goal of “synchronous, high-quality, customer-oriented” products is finally achieved, and positively developed products with international competitiveness are created.

Synchronous and interactive system engineering mechanism: The core of promoting an efficient process is a set of interactive and mutual system synchronization engineering mechanisms. In the product development process, the project is at the core, and the various business departments simultaneously assist at multiple latitudes to dilute the administrative management color and form a whole process development. The core purpose of the management mechanism and multi-level product decision-making mechanism is to create high-quality products according to the needs of market customers.

Internationalized organizational structure and R&D team: After nearly two years of adjustment, Chery has formed a R&D system organization that crosses and collaborates with the product development management center and professional technology center, and has created an international technical expert with many years of experience. Leading the international R&D team, most of these core experts are from European, American and international first-class OEMs and suppliers, and have rich experience and industry influence.

This international R&D team made up of world-class experts carries out basic automotive technology research, system technology development and integration, and integrated vehicle integration development with international standard processes and systems, which will make Chery’s basic technology research more modular and professional. To form the core competitiveness of "Technical Chery".

iAuto New Platform: Balanced Technology Creates Core Benefits of "Technology Chery"

"Browsing and taking an appointment, thick and thin hair." As a banner of China's own-brand cars, Chery’s accumulation in the technology field for many years is second to none, as evidenced by its cumulative acquisition of nearly 6,000 technology patents. As Yin Tongyue is an engineer, his dedication to automotive technology has determined that Chery's investment in technology is also sparing no effort. Chery had established an automotive engineering center as early as 2006, and the only domestic national engineering laboratory for energy-saving and environmental protection of automobiles was located in the engineering center. The engineering center has successively formed seven laboratories and test track, with 23 professional modules, 2600 The capacity of other types of test projects and the advanced level of key test equipments are the first in China and internationally leading. They can meet the test verification requirements for the development of 30 new models and 2 million complete vehicles annually. The collision safety laboratory is the largest collision in Asia to date. laboratory.

According to the rich accumulation of achievements in the independent R&D process over the years, at this new brand launch event, Chery officially released the iCloud core technology concept platform, which is also the first in the country. A car core technology concept platform. iAuto is an abbreviation of Intelligence Auto, which consists of three parts: Cloudrive (Chiyun Entertainment New Car System), ACTECO (Chi-Sung Powertrain System), and Cherisma (Chi Heng Vehicle Lean Standard).

The iAuto core technology concept platform is a high-tech, standardized, forward-looking core technology platform that Chery Automobile has built on its own independent technology accumulation and introduction of international leading standards for many years. iAuto integrates well-balanced technologies with advanced systematized thinking, resulting in perfect vehicle performance. At the same time, as a technology platform with unique forward-looking ideas, iAuto has the characteristics of sustainable development. In the future, it will surely become one of Chery’s core strengths in becoming an international automotive company.

Chery has long been known for its persistent pursuit of innovation and technology. Before the industry insiders commented that in all self-owned brand auto companies, Chery's investment in independent innovation is also the most abundant one. The image of engineers in corporate culture is very clear, and the corporate leadership has a very strong technical complex. This point is most evident in Yin Tongyue’s body, and this will also lay a solid foundation for Chery’s successful strategic transformation.

At the press conference, Yin Tongyue described his dream in a sensual language: “Since entering the automotive industry in 1997, Chery’s people have been determined to build a national car brand as their own responsibility, chasing their dreams and pursuing their dreams all the way. The dream is sweet. But the process of dreaming is painful, although Chery experienced some setbacks and some detours in the past, but as long as we have dreams, everything will become a valuable asset. Chery will continue to follow the international standard system in the future. Strengthen the accumulation of technology, strive to become bigger and stronger independent brands, and realize the 'Chinese dream' of the automotive industry."