Let's take a brief look at Chery's brand history. Many people think that Chery is a private enterprise like Great Wall and Geely, but this car enterprise registered in199765438+1October 8 is actually a proper state-owned enterprise. On the background strength, although Chery can't be as strong as the national belief in Red Flag, its comprehensive strength should also be in the forefront among all domestic cars. However, due to its low sales volume and relatively lower profits than the Great Wall and other car companies, the total R&D expenses actually invested by Chery each year are slightly lower than those of domestic car companies, but fortunately it accounts for a good proportion. If we look at the R&D achievements from the total R&D expenses and investment ratio, Chery should be as good as most domestic cars in technology, or each has its own advantages. There is no such thing as Chery dumping other domestic cars in a street. According to the owner's actual driving experience, Chery's annual quality complaints are also common, and the statement of top quality is not very tenable. Moreover, many years ago, it was rumored that Chery's car repair line was not as impeccable as many people said.
Secondly, Chery's lack of concentration in building cars and weak brand positioning are also one of the reasons for low sales. Other domestic car companies, whether Great Wall, Geely or Chang 'an, have put most of their energy into making their own brands stronger and bigger. In addition to the currently launched Jiewei brand, Chery has continuously invested heavily in building new brands. Lin Wei, Rui Lin, Kerry, Yi Kai and Guanzhi are all brands founded by Chery, but the current situation is not very good.
Generally speaking, in fact, Chery's vehicle manufacturing level can only be at a medium level among domestic cars. Although the engine is good, it is not flexible in actual use. The strength of independent research and development is certainly worth pursuing by Chinese people, but the research and development cycle is relatively long and the cost is high, which also makes it difficult for Chery to surpass other domestic automobile brands in a short time. To put it bluntly, it is difficult to please, and Chery's product line is too wide, and the car lacks brand concentration and endurance. It is also one of the important reasons why Chery's brand power is not strong enough and its cost performance is not high enough. However, the most important consideration for Chinese people to buy a car is cost performance, which is one of the most important reasons for Chery's low sales. Therefore, at least in the short term, it is difficult for Chery to make a big breakthrough in sales. When the sales volume is not good, it can only take feelings to stabilize its brand image.