However, automobile manufacturers always need various references in the initial stage, which is the lowest cost and can see the effect in a short time, so many well-known automobile brands in Europe, America, Japan and South Korea also started like this; Including Great Wall Motor, Changan Automobile, Geely Automobile and BYD Automobile, there were similar operations in the same period, so the plagiarism design of Chery QQ did not get much attention from consumers.
Subsequently, Chery embarked on this "no return". In the early days, it imitated Toyota RAV4, SEAT, Daewoo and other cars, and created the sons of Tiggo, Yun Qi and Dongfeng. In theory, after this accumulation, it is necessary to start active research and development. A brand always has its own design language, but Chery is still on the way to the cottage.
Refer to the figure below. This is a brand-new mini-car Yikai i-EA 0 1 jointly produced by Chery and Yi Kai Automobile. Guess which car it is.
There is no doubt that it is imitating the spirit No.1 under the joint venture brand smart of Geely Automobile and Mercedes-Benz Automobile. The front of the car is almost the standard of "replica", but there are some changes in the design of the car body, but even the tailgate and taillights are highly imitated.
The car has three-door, two-seat and five-door versions, but these are not important. The key is that there is no lower limit imitation. Does Geely Automobile know? Does Mercedes agree? The most important thing for a car is the design of the front face. Does Chery really want its own face? It seems that some manufacturers of low-speed electric vehicles in Shandong will do the same later, but fortunately, those low-speed vehicles are not licensed, so automobile manufacturers are too lazy to manage design patents, which is also an invisible advertisement. But Chery produces cars, which is not appropriate; Although Yi Kai is a joint venture brand, Chery still holds nearly 48% of the shares.
Not only sub-brands can't extricate themselves on the road of shanzhai, but Chery new energy brand is no exception.
Chery QQ ice cream is undoubtedly a car made by imitating Wuling Hong Guang MINI EV. The similarity is very high. Let's compare it.
Chery Unbounded Pro imitates AION Y, a new energy brand of Guangzhou Automobile Group. The design of the front of the car is almost copied. What is the result? As a result, the monthly sales volume is basically only double digits. It seems that most car consumers can't accept such a cottage car. After all, other first-line independent brands have their own design languages.
The sales volume of Chery ants is basically only single digits, and the difference in sales volume is not unrelated to its design; When the car went on the market, the sub-brands of Geely Automobile were quite popular, so the front design of Big Ant was somewhat similar to that of Lexus, and it seemed that whoever was popular would copy it.
Chery brand Omida SUV and Changan UNI-T have high similarity and similar design style, so this car uses fuel power and its monthly sales volume is always only three figures. Moreover, this naming is also very interesting. The domestic market has not yet been tapped, and the names are all rushing to "enter the EU market".
The China Net of the Tiggo 7 PLUS is questioned to be similar to the Mercedes-Benz sedan. The brand-new center console triple screen is highly similar to a new energy vehicle of Mercedes-Benz. Chery has been copying. This bad habit has not changed for more than 20 years. But BYD has its own "China Longyan" design language, Geely Automobile has its own "ripple aesthetics", Changan Automobile has its own "crossing wing", and Hongqi Automobile has its own design culture and brand culture. Compared with these independent brands, Chery Automobile is a brand.
There is no image at all.
How did the former brands such as Zotye, Landwind and Huatai fail? Chery is taking the road of these brands. Chery can't go far.
Editor: Tianhe Automobile-Automobile Science Island
Published by Tianhe MCN, all rights reserved.
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This article is from Tianhe Automobile Science Island, written by Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.