By Professional editor working for
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47-year-old Yin Yue thoroughly fed up with small cars in the local waters in the fight with the opponent. As Chery Automobile Co., Ltd., Yin, led the company to a fixed position in which he said 12 years - this figure is considered endemic in China, meaning 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 mindfully organised third of the output workshop, persons arranged to glimpse a new "equipment": a new high-end emblem (Riich) and Wei-lun (RELY), and just off the assembly line the (Riich) first limousine G6. The past 12 years, the achievement of Chery only depend on a low-end brands: CHERY.
Chery obviously gone to great pains to this end. (Riich) brand LOGO old limousine with the United Kingdom Bentley (Bentley) is very interchangeable to the pointers, Wei-lin's LOGO resembles Nissan's Infiniti luxury brand (Infiniti), G6 is basically derived from the Chinese in the "high "the alphabet. High-end market to the EU, is on the Chery is CHERY create the expansion of a basic model of very many conduct of subversion. To numerous distance, it could be supposed as compensating tribute to modern cars. In 2001, later upgrading the quality of the Sonata with the exercise of Jaguar (Jaguar) interchangeable to the arrange, consequently modifying the modern low-cost car market in the United States entry-level car 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 household manufacturers of the portrayal of the destiny of groups. According to China Association of Automobile Manufacturers report that this year, encompassing SAIC, Chery Automobile, Jianghuai Automobile, Brilliance Auto, encompassing the mainstream of the localized vehicle company's earnings are smaller than the preceding year the total development rate in the -85.14% -1.57% to between. But at the identical time, the climate is furthermore a new beginning.
Another high-end early in the transition to self-brand vehicle businesses - Geely Automobile has started to relish the dividends to enhance the brand. In February 2009, in the Hong Kong-listed Geely Automobile broadcast earnings in 2008 contrasted with 2007 has expanded considerably, earnings advanced cycling.
At present, sales of Geely Automobile Chery only 2 / 3, the transition to start only two years or so, and these outcomes are in recession profited market natural environment, making the deduction Chery ourselves. In detail, Chery has been searching the introduction of higher-level forms, the outcome is habitually 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 new emblem will be two LaCrosse, Camry, for example Europe, Japan commenced the direct affray between forms, charges from 200,000 to 300,000 yuan." Listed on the location, Yin Yue notified with "Global Entrepreneur," "Taking a panoramic outlook of world-class vehicle businesses, no one of them are relying on little vehicles, in the realization of low-end vehicles, China's auto commerce desires high-end goods, technologies and brands. "accustomed to the acceleration of the Chery did not give an inordinate allowance of time set apart its own, to compress into the cross-car tough transition association activity, just 5-6 years.
It sounds quite exciting. From the uncultivated land, by a situation of open QQ Chery cars now are trying to create a CHERY Chery brand cars in China and high-end brands and RELY Wei-lin Riich, micro-car brand Kairui KARRY-based multi-brand empire. When the Saab, Opel, Volvo, when they wait for the right price, Chery has been added 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, even so the transition to high-end, but immobile persisted Chery unvarying volume manufacturing style, no thorough changes. And, (Riich), Wei-lin sales objectives are also fairly stunned the industry. To Rongwei, MG based on the recording market for couple years, SAIC's objective this year is 50,000, but the couple together.
Bottlenecks that have been touched Chery, the Shudao trip, but also have no choice. Fortunately, Chery came from that.
Who is directing modification
For the transition in the high-end 6 In fact, it started years ago, the first model is the Oriental Son 6. Now, when it's in transition as a representative of Chery, G6 debut, the company is losing: the scale of the expansion of the factory several times, with dozens of subsidiaries, employees from thousands of people to expand to 2 million people.
However, solidarity and development, authorities and R & D team is the stability and efficiency. 6 years, Chery has gone through turmoil. 10 more than earlier led by Europe and the United States returned to Dr. Chery Automobile Research Institute, has close to finished a very many change. Since 2005, Chery Automobile Engineering Research Institute of the earlier president of Min, vice president and deputy complete overseer of Kan Lei, Tian Chinese, and a diagram of other cross-border car sophisticated "returnees" from the withdrew Chery. Three years later, Yin Yue old with old classmates and friend, complete overseer of Chery Automobile sales Li Feng office, and this compel in the past the Qin Hong, deputy complete overseer 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 answer to restore the G6 R & D association, then this vehicle has started to pattern, "a allotment of things are beginning from rub in Chery." Automotive Engineering Research Institute of the Chery vice leader of recalled that after he was engaged in the introduction of the South East of Chrysler Grand Voyager vehicle design. In detail, the matching of compelling alterations in the administration of re-interpreting the Chery "from scratch" the street of entrepreneurship. Start with the past and the large-scale distinction lies in the detail that the new group to pursue the organisations 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 come to the high-end brand Chery last year, up to now has been so busy with brand positioning, team formation, such as network planning." Bo said that this was an unforgettable experience. Of Chery, the new release of brand new team also appeared to eliminate doubts about the right time to the outside 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 prevailing, the unicorn and the first batch has 50 dealers signalled higher to start the erected plan of distribution row in various cities 4S warehouses, Bo finalized in 2009 in the 150-200 dealers, bulk of them from the existing dealer's into the open the search. Yang said that a novel brand must have a forceful sales aim, but he also said candidly that "huge pressure."
Kirin Co., Ltd. car sales executives also appear in a new face, deputy general manager of German wild Chung Nga and her eleven years working in Japan, after Shanghai Volkswagen, POLO, and was responsible for the brand Passat planning. By the end of 2007, Chung Nga Kurono Chery joined the first international company. In order to do something high-end, Yin Yue quickly with high-end brands to participate in the planning, put forward by its leading (Riich) and Wei-lin content of the two new brands.
In addition, another Chery to set aside long-standing high-end car project - Quantum Motor Company also made new progress, the global director of McKinsey partner, led a team GAO has joined the company to help launch its unique high - end cars. Yin Yue said the same, this is a very expensive team. - 21396
