Looking ahead, the Chinese automotive market is increasingly dominated by international brands like Volkswagen China, General Motors China, Ford China, and Toyota China. Yes, if all you need is a car, globalization has made it easy for Chinese consumers to choose from well-known foreign brands. But within this sea of foreign names, there are also cars built by Chinese hands. In the past, China was famous for inventions like papermaking, ceramics, and embroidery that amazed the world. So why can’t we now have our own globally recognized car brand and share it with the world?
Among the few domestic automakers with independent intellectual property rights, companies like Chery, Hafei, and Geely are seen as potential leaders in putting Chinese cars on the global map. These national brands face challenges from foreign capital and technical barriers, but their independence and brand autonomy offer hope. There may not be grand celebrations or traditional lion dances, but there's a growing focus on technological innovation.
At a recent media event for the Chery QQ-Ezdrive at the Chery Lianhai store on Caobao Road, the technological content was impressive. Chery is proving that national brands don’t mean low quality, and low prices don’t equate to low tech. Over the past two years, China’s auto market saw rapid growth, and Chery’s focus on affordable, compact cars helped it rise quickly. However, in 2004, as the market slowed and competition increased, Chery faced growing pains—technical challenges, high costs, management issues, and market erosion.
Despite these difficulties, Chery continues to grow. The company recently faced some setbacks, such as the QQ-Ezdrive underperforming against a competitor offering a "1 yuan" deal, and its distribution network shrinking from 18 offices to just 7 regional centers. This suggests a shift from a production-focused model to a more marketing-driven approach. As Chery adapts to the changing market, it must address past issues and evolve into a modern, elite automobile company.
While the domestic market is saturated with international brands, Chery is preparing to expand into emerging markets, particularly in the Third World. During National Day, Chery successfully launched its Fengyun and QQ models in Egypt, marking the start of its overseas expansion. The company plans to export around 1,000 cars to Egypt this year and is setting up assembly plants in countries like Pakistan, Egypt, and Venezuela.
Chery believes that quality is key to building a strong brand. It will only enter new markets when its products are ready, avoiding damage to its reputation. Meanwhile, the company is streamlining operations and optimizing its workforce to improve efficiency. As the market becomes more competitive, talent acquisition is crucial. Chery is actively recruiting top talent and planning to establish R&D centers in Beijing, Shanghai, and even Europe and the U.S.
In the near future, Chery’s marketing strategy will evolve, and the company is investing heavily in talent development. With a focus on innovation and global expansion, Chery aims to become a leading Chinese automaker. The road ahead is long, but with determination and smart strategies, the future looks promising.
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