Chery: Deeply involved in globalization and actively building brand value

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In recent years, Chinese automobile brands have strived to expand into international markets, and their sales in overseas markets have continued to reach higher levels. Data show that in 2023, national automobile production and sales will exceed 30 million units, with approximately 5 million units exported. Among them, Chery exported 937,000 units, a year-on-year increase of 101.1%, ranking first in Chinese brand passenger cars for 21 consecutive years.

According to Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, deep participation in globalization is a major opportunity for China’s automobile industry to become bigger and stronger, and it is also the only way to become an automobile power. In recent years, Chery has gone from “going out” to “going in” to “going up”, and has always insisted on deeply integrating into the global automobile industry chain.

　　Practice internal skills to build a strong industrial foundation

In recent years, Chery Automobile has made in-depth efforts in quality and safety, technological innovation, system construction and other “internal strengths” to continuously build a strong industrial foundation.

Adhere to “technology-based enterprise”. In 2023, Chery Group will fully deploy the two major international and domestic markets, including fuel, hybrid, pure electric, and hydrogen energy, and adhere to the four-way development of “brand upward, market outward, technology toward the future, and industry toward the full value chain” the way. At present, Chery Automobile is accelerating the layout of new energy, intelligent network connection, shared travel, platform and ecology based on the traditional fuel vehicle track. Chery’s passenger car business has formed a development strategy that simultaneously develops multiple technical routes such as hybrid, extended-range, pure electric, and hydrogen energy, and forms a “four vertical and three horizontal” R&D core layout with batteries, motors, and electronic controls.

Continuously enhance the management system. The foundation of brand is quality, and the foundation of quality is system. Through years of independent innovation and quality management practices, Chery has gradually established a quality management model that meets the requirements of Chery’s global factories, and its product quality and corporate operation quality have been significantly improved. In the 2023 China new car quality rankings announced by JDPower, Chery ranked first among independent brands.

　　Go global and participate in global competition

At present, economic globalization is developing towards in-depth integration. China is steadily promoting high-quality opening up to the outside world. It is moving from following to leading in more and more fields, constantly giving birth to and forming new productive forces, among which the automobile industry is very important. One ring. Yin Tongyue believes that to build a high-quality and sustainable “going overseas” model: China should not only be the “big automobile country” with the first production, sales volume, export volume, and new energy development speed, but also become the leader in global new energy innovation capabilities and value contribution. The automobile power has become a new choice for users around the world, building a high-quality, sustainable development “overseas” model, and climbing to the high end of the global automobile industry value chain.

Chery continues to expand its “circle of friends” and cooperates with global partners in the entire value chain such as talent chain, innovation chain, industrial chain, and supply chain to build a new global situation of open innovation and win-win cooperation. Currently, Chery has 3.35 million overseas users and its products are exported to more than 80 countries and regions.

In 2023, China will surpass Japan for the first time and become the world’s largest automobile exporter, with increasingly higher requirements for automobile products, services, and cross-border data management. In order to protect the good situation of China’s automobile exports, the construction of automobile export management system should be strengthened and the scale of China’s automobile exports should be further expanded. He also pointed out that auto finance companies, as non-bank financial institutions, can actively help promote automobile consumption, assist the development of the real economy, and support the “going out” of Chinese automobiles. It is recommended to speed up the introduction of specific implementation rules for auto finance companies to establish overseas subsidiaries, accelerate the “going out” of large financial institutions, and better support the upward and global development of Chinese auto brands.

　　Brand economy becomes a new driving force for future growth

Brand is the highest value of an enterprise, and brand value directly affects consumers’ purchase of the brand. Only by relying on the brand to continuously create ancillary value can the company lead its continuous upward development. Therefore, strengthening brand management is particularly important for car companies.

“We must not only export products, but also export brands and culture. We must have a world brand recognized by others around the world.” Yin Tongyue said. In recent years, Chery has continued to strengthen the construction of its own brand system and insists on taking “brand improvement” as the long-term goal of the company’s development. In Chery’s “Brand Upward” and multi-brand strategy, it insists that each brand must have a different positioning, focus on different tracks, maintain different designs, different technologies and different selling points, creating Chery, Xingtu , Jietu iCAR and other brands.

Some industry experts said that brand is not only an important asset of an enterprise, but also a reflection of the country’s comprehensive competitiveness. “Brand improvement” is the only way to build a powerful automobile country. At present, Chinese automobiles are at a critical stage of transformation from following to leading. Building the image of a major Chinese automobile brand is both opportune and urgent.

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