Author: Guan Hongye and Wang Shanshan
The subversive restructuring of China’s auto market has added another ruthless character: On February 27, Chery Automobile’s Mars Architecture-Super Hybrid Platform was unveiled in Beijing Water Cube was officially released, with the new generation flagship SUV Tiggo 9 making its debut. The starting price for blind order is 160,000 yuan and will be launched in the second quarter of this year.
The location of the press conference is impressive. Under the night, the icy blue of the Water Cube and the scorching heat of the Bird's Nest seem to be a metaphor for the ambition and dream of "Big Chery" in the blend of water and fire.
“Today, do Chinese consumers still have to pay high prices for low-end configurations?”
At the scene, Li Xue, Assistant General Manager of Chery Automobile Co., Ltd. and General Manager of Chery Automobile Marketing Company He sent out soul torture.
▲Li Xueyong, Assistant General Manager of Chery Automobile Co., Ltd. and General Manager of Chery Automobile Marketing Company
Currently, the SUV market is still a high ground for major car companies to compete for, especially In the context of the full-scale counterattack of Chinese brands on joint ventures, this fierce battle in the mid-to-high-end market seems extraordinary.
The goal of Tiggo 9 is to break the value blockade imposed by joint venture brands on Chinese users; subvert the value definition of flagship products by independent brands; and become the best choice for Chinese users in the 200,000-class SUV market.
Tiggo’s championship belief
“Tiggo is a witness to many historic moments. It not only records the unforgettable moments of China’s rapid development in the great era, but also records every inch of the world. It has its presence."
Li Xueyong is a marketing warrior who grew up from the Chery system. In 2005, Li Xueyong joined Chery Automobile. It was also in this year that Chery Tiggo was born, which was also the first urban SUV of its own brand. From the security vehicle used for the 2008 Beijing Olympics, to the vehicle used by the Tiananmen National Flag Guard, to today’s preferred national-level SUV. 18 years of ups and downs, Li Xueyong witnessed all the way.
Currently, the global cumulative sales of the Tiggo family exceed 3 million vehicles, which are exported to more than 80 countries and regions, laying a solid foundation for Chery’s global strategic layout.
Grow and transform through exploration, and achieve the future through breakthroughs. With the aura of the Tiggo series, the new flagship Tiggo 9 will propel Chery on a further journey.
In traditional Chinese culture, "Nine" has rich meanings. The ancients believed that nine is the largest among Yang numbers (odd numbers) and has the most noble meaning, such as "the number of heaven and earth begins with one and ends with nine"; at the same time, "nine" can also be derived from "high" and "deep". " and other meanings, such as: "Nine Nights", "Nine Heavens".
According to Chery's official statement, Tiggo 9 is "born global" and is a global model built on the accumulation of more than 3 million Tiggo brand users around the world; "born hybrid" is Chery's third-generation model The first model of the super hybrid; "Born to be high-end", it is the first model of Chery's super smart factory under the Made in China 2025 strategy.
It is not difficult to find that as Chery’s high-end layout, Tiggo 9 shoulders the important task of improving the value and market competitiveness of Chery Automobile’s products. "Championship has become Tiggo's unswerving belief. Tiggo 9 enters the 200,000-class SUV market and aims to become a new champion." Li Xueyong said firmly at the press conference.
The persistence and resilience of science and engineering men
The wheel of the times is rolling forward. In the face of disruptive energy changes, Chery’s exploration and advancement of technology are its core weapons to seize the commanding heights of the market. , is also the driving force for the survival and development of enterprises and brands.
In the industry, Chery is known as the “man in science and engineering”. Since its establishment in 1997, Chery has persisted in independent innovation for 26 years and continued to develop its strengths in "Technology Chery".
As of the end of 2022, 9 Chery engines have been selected as the "Top Ten Engines of 'China Heart'", a total of 25,795 patents have been applied for, and 17,177 authorized patents have been obtained, including invention authorized patents. Accounting for 37, ranking at the forefront of the industry.
It is worth noting that in the new market environment, it is not enough to just pursue technology and build things behind closed doors. Only by concentrating on studying changes in the market and user behavior can we continue to meet the actual needs of users in the new era. .
In September 2022, Chery released the "Yaoguang 2025" forward-looking technology strategy to build a technological innovation chain for the new era and use it as a fulcrum to complete the "technological leap" to the new era.
The release of the Mars Architecture-Super Hybrid Platform is one of the latest achievements of Yaoguang's 2025 strategy, achieving global evolution in four major dimensions: forward-looking intelligence, full comfort, efficient power, and leapfrog safety.
As a technological life form with sustainable evolution, the Mars Architecture-Super Hybrid Platform not only represents Chery’s ultimate goal of pursuing extreme energy conservation, but also clarifies Chery’s direction for hybrid and fuel vehicle manufacturing in the next five years. It also looks forward to a new vision of transforming to new energy travel. In the future, many of Chery's hybrid and fuel-powered mid-to-high-end models will be born on this platform.
▲ Dr. Gao Xinhua, CTO, Executive Vice General Manager of Chery Automobile and President of Chery Automobile Engineering Technology R&D Institute
Executive Deputy General Manager of Chery Automobile, President of Chery Automobile Engineering Technology R&D Institute Dr. Gao Xinhua, Chief CTO, said: "The Mars Architecture-Super Hybrid Platform is Chery's breakthrough in technology siege with Chinese wisdom and scientific and engineering spirit. It will also empower Chery Automobile to rapidly enrich its product matrix to cover all products in diverse market segments." Class lineup, bringing a better travel experience to global users.”
Leading technical strength comes from top talent reserves. At the press conference, Chery Automobile Group’s “Scientist Doctor Team” made its debut, which brought a strong visual and emotional impact to the audience. In the next five years, Chery will also invest 100 billion in R&D funds. With the support of technology and capital, Chery will also actively explore more possibilities for technological evolution.
Let the involution become more intense
“If this kind of involution can bring more affordable and better products to consumers, if this kind of involution can accelerate the optimization of the industry, Eliminate those unreasonable enterprises and production capacity, and let the 'roll' come more violently!"
There is no doubt that 2023 will be a year of extreme involution in the automobile market, but Chery has no intention of doing so. Don't panic. Li Xueyong expressed it with great pride.
His speech won warm applause from the audience. What is his confidence behind his high profile?
“Chery always provides the latest and best to users as soon as possible.”
In the context of the era of great changes in the consumption environment and usage scenarios, the 200,000-class SUV What kind of life status and expectations do market users have? Chery's observation is that they are in a new stage of life and look forward to a better quality of life. They desire ultimate driving comfort and high-end driving quality.
It is very likely that Tiggo 9 is more than one generation ahead of its rivals. "Comfort is a kind of relaxation, a kind of comfort, and a state of mind. But the comfort of the car is also a respect for the family."
Tiggo 9 has established a new brand in the dimension and height of comfort. benchmark. The body size of Tiggo 9 is 4820mm*1930mm*1699mm/1710mm, with a wheelbase of 2820mm. It can take care of the feelings of every driver and passenger in the car and provide superior enjoyment.
In terms of power, Tiggo 9 is equipped with the most powerful Chinese core - Kunpeng Power 2.0TGDI engine, which can achieve a maximum power output of 192kW and a peak torque of 400N·m. At the same time, the new car also has Chery's full-scenario intelligent four-wheel drive system, which has 7 driving modes including economy, standard, sport, and sand, which can easily cope with various road conditions.
In addition, Chery understands that safety is better than safety. Tiggo 9 comes with "global five-star safety standards" since it was born, which is unique among products of the same level in the market and exceeds the requirements of Chinese safety regulations.
In order to realize the vision of “bringing forward-looking technology to every user around the world”, Chery has also continued to make breakthroughs in user operations, making the image of the “science and engineering man” more warm.
Recently, the four major brands of Chery Group, namely Chery, Xingtu, Jietu and Chery New Energy, jointly announced the launch of a "lifetime warranty for all vehicle models" policy. This makes Chery the first major domestic independent brand in China to launch a "lifetime warranty for all vehicle models" policy.
People's Automotive Observation:
Under the multiple sweeps of new energy and intelligence, the global automobile industry is in urgent need of disruption and reshaping. In Chery's view, in the future, cars will be a brand new species that maintains dynamic evolution and will be the entrance and node of the intelligent interconnected ecosystem of all things. Technology Chery's evolutionary direction is based on user thinking and Internet thinking, and ultimately builds an intelligent interconnected ecosystem of all things to provide users with lifelong value-for-money services and experiences.
▲Chery Automobile Executive Deputy General Manager Zhang Guozhong
As Chery Automobile Executive Deputy General Manager Zhang Guozhong observed: Embracing the technological evolution in the era of intelligent interconnection of all things is an opportunity; Chinese brands are accelerating the global Change is also an opportunity. Chery Automobile promotes Chinese automobiles and Chinese manufacturing to move up the global industrial value chain by creating more products with high cost-effectiveness, technology-price ratio, appearance-price ratio, and value-price ratio, as well as value experiences that make users excited and proud.
With the realization of the "million-sales dream" in 2022, Chery is embarking on another "turbulent" mode in 2023, continuing to use innovation as the primary driving force, and is expected to ride on the momentum in the era of great change.
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