Chery Automobile: Camry aim

47-year-old Yin Yue thoroughly fed higher with small cars in the provincial waters in the scuffle with the opponent. As Chery Automobile Co., Ltd., Yin, led the business to a set placement in which he said 12 years - this figure is examined 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 listeners plants very carefully organised third of the demonstration workshop, population scheduled to suppose a novel “equipment”: a novel high-end brand (Riich) and Wei-lun (RELY), and just off the listeners row the (Riich) first limousine G6. The past 12 years, the success of Chery simply rely 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 similar to the signs, Wei-lin’s LOGO resembles Nissan’s Infiniti luxury brand (Infiniti), G6 is simply derived from the Chinese in the “high “the alphabet. High-end market to the EU, is on the Chery is CHERY represent the development of a simple model of large-scale act of subversion. To some extent, it could be seen as paying tribute to modern cars. In 2001, after upgrading the quality of the Sonata with the use of Jaguar (Jaguar) similar to the design, thus changing 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 numbers in 2007 contrasted to 380,000 has fallen by almost 10 per hundred, and 480,000 in early drop far short of the planning. It is furthermore in this year, Yao Yin and calmly altered its title to “Yin Yue the same”, proposing a fast change to start.

The plight of Chery Automobile is China’s worker production plants of the illustration of the fate of groups. According to China Association of Automobile Manufacturers journal that this year, surrounding SAIC, Chery Automobile, Jianghuai Automobile, Brilliance Auto, surrounding the mainstream of the provincial car company’s returns are smaller than the beforehand year the total growth rate in the -85.14% -1.57% to between. But at the same time, the weather is also a novel 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 structure, QQ from 80% of the share dropped to 30-40% between. In 2008 as an example, QQ series sold about 133,000 units, the total sales 36%; A5, A1, the new Cown, Oriental Son, such as Taiwan, were sold around 150,000, accounting for 42% of the total sales volume. But the Oriental Son of its most high-end models priced less than 15 million yuan, Chery is still stagnant in the low-end market, Yin Yue with a real need 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 sighting, improve the brand photo and multi-brand strategy is to prevailing China’s have brand of collective aims car. Technical experience collected through the years, they have been unwilling to stick to low-end market, but somewhat into the main battlefield of transnational corporations include in head-on confrontation. Chery in elevation and industry placement, it requires more than Geely (Geely owns, Global Hawk, Dorsett, England brand) to go further.

However, even if based on regular sense, directed at high-end Camry far in transition not able to be smooth. Chery (Riich) is in all prospect to launch in 2009 in 5 high-end passenger cars, and Wei-lin will be the introduction of 4 high-end commercial motor vehicle, the couple labels, respectively, the every year objective 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 excursion, but also have no choice. Fortunately, Chery came from that.

Who is leading change

For the transition in the high-end 6 In sighting, it commenced years ago, the first model is the Oriental Son 6. Now, after it’s in transition as a spokesperson of Chery, G6 debut, the business is losing: the scale of the deductions of the factory some times, with dozens of subsidiaries, personnel from thousands of population to enlarge to 2 million people.

However, solidarity and transformation, administration and R & D group is the steadiness and efficiency. 6 years, Chery has gone through turmoil. 10 more than primarily directed by Europe and the United States returned to Dr. Chery Automobile Research Institute, has nearly accomplished a large-scale change. Since 2005, Chery Automobile Engineering Research Institute of the previous leader of Min, vice leader and deputy general supervisor of Kan Lei, Tian Chinese, and several other cross-border vehicle skilled “returnees” from the left Chery. Three years subsequent, Yin Yue vintage with vintage classmates and colleague, general supervisor of Chery Automobile sales Li Feng agency, and this force before the Qin Hong, deputy general supervisor of Chery left.

These personnel changes have been widely interpreted as the drawbacks of the internal management of Chery, to a certain extent, G6, therefore the progress of the development by the disturbance. As a result, promote the progress of G6 remodeling Chery become an important part of the core team.

Switched in 2005 from Chrysler to Chery’s novel protection solution to depose the G6 R & D organization, afterward this car has commenced to type, “a lot of item are commencing from scratch in Chery.” Automotive Engineering Research Institute of the Chery vice president of recollected that later he was fascinated in the introduction of the South East of Chrysler Grand Voyager car design. In sighting, the corresponding of compelling modifications in the authorities of re-interpreting the Chery “from scratch” the boulevard of entrepreneurship. Start with the past and the greatest difference lies in the sighting that the novel team to pursue the constructions 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 group assemblage, the counter has ultimately been lifted, the exercise of the novel brand arrange, research and expansion, sales of the novel team. Chery to initiate an independent car sales Kirin Co., Ltd. in Anhui, the establishment of couple separate dealer network for sale of couple labels, Bo served as the complete overseer of the novel 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 strong sense of purpose. The release of the new brand, he called the whole event live conference style and there are significant differences in the past, simple, simple, solemn, in line with the position in high-end brands. Furthermore, in order to fight for lost time, the roll-out of channels before they are released 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. vehicle sales bosses furthermore emerge in a new face, deputy general supervisor of German untamed Chung Nga and her eleven years employed in Japan, after Shanghai Volkswagen, POLO, and was to blame for the emblem Passat planning. By the end of 2007, Chung Nga Kurono Chery connected the first worldwide company. In alignment to do certain thing high-end, Yin Yue rapidly with high-end emblems to take part in the designing, put ahead by its premier (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.