Chery Automobile: Camry goal

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 traded to the world total of 1.5 million motor vehicles, more than 80 places round object the world have positioned more than 400 distributors and factory 9 CKD (another 6 below construction), generating China the utmost sales, visibility the highest self-brand passenger car business. It is the default for national brand car model, to accept a high level of recognition of China’s official overseas friends flocked to – in touch later the summit, Chery unexpectedly surge to a novel 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 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 profits, as well as the low-end brand image created by the expansion of scale to high debt – when the traditional model of Chery will be to maximize its depth is also the Achilles heel of the bone 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 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 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 fallen to 30-40% between. In 2008 as an demonstration, QQ sequence traded about 133,000 flats, the total sales 36%; A5, A1, the new Cown, Oriental Son, for example Taiwan, were traded round 150,000, accounting for 42% of the total sales volume. But the Oriental Son of its most high-end forms cost less than 15 million yuan, Chery is still stagnant in the low-end market, Yin Yue with a genuine need 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 detail, enhance the emblem likeness and multi-brand scheme is to present China’s own emblem of collective aspirations car. Technical know-how built up over the years, they have been reluctant to attach to low-end market, but rather into the major battlefield of transnational companies enlist in head-on confrontation. Chery in dimensions and commerce place, it desires more than Geely (Geely owns, Global Hawk, Dorsett, England brand) to proceed 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 trip, but also have no choice. Fortunately, Chery came from that.

Who is directing modification

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 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 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 forceful sense of purpose. The set free of the novel brand, he summoned the every component of function survive group assemblage style and there are valued differences in the past, basic, simple, grave, in row with the placement in high-end brands. Furthermore, in lead to scuffle for hidden time, the roll-out of channels in the past they are set free as early as the start.

At present, the unicorn and the first batch has 50 dealers signed up to begin the construction of distribution line in various cities 4S shops, Bo finalized in 2009 in the 150-200 dealers, most of them from the existing dealer’s outside the search. Yang said that a new brand must have a strong sales target, but he also said frankly 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 aside long-standing high-end car endeavour – Quantum Motor Company also organised novel progress, the global director of McKinsey friend, led a team GAO has connected the business to assist launch its unique high – end cars. Yin Yue said the same, this is a very expensive team.