Chery relies on new Tiggo 5 for reversing the sluggish sales in China
Gasgoo.com (Shanghai Oct 27)- This year, We lose the sight of Chery in bucking domestic brands of automobile companies in China. According to statistics from Joint Advisory Committee of China Passenger Car Market (short for JACCPCM), unlike Chongqing Changan Automobile. Ltd, Great Wall Motor, Geely and BYD, Chery is the only one domestic brand that has negative year-on-year growth.
Chery spokesperson Jin Yibo boils this down to that "the sales of Cowin Auto has not been counted in". However, based on the strategy of Chery, Cowin Auto is supposed to be independent from it. What’s more, counting in the sales of Cowin Auto turns out to be useless for Chery to enhance its brand. This means that Chery is likely to become the last one of five own brands if the sales in the fourth quarter still show not any upward trend.
In fact, Jin Yibo knows full well the reason for the decline in sales of Chery. “Chery has rarely launched any new product in the first half of this year while others produce lots of new models to take up the market share, " admitted Jin Yibo to reporters.
In addition, frequent personnel changes also make Chery "suspended" in marketing initiatives, which leads to that Chery's voice can not be heard while others give wide publicity to their new models. Before, in order to increase sales, Chery tilted its policy toward the products of small and medium size, which resulted in that FY 2 and Tiggo 3 have become the two best sellers in Chery.
Data show that ,in the first three quarters of this year, the sales of FY 2 totaled 33472 vehicles, with an increase of 39.1% compared to that of last year; And the sales of Tiggo 3 reached 77688, increasing by 15.8% on the year-on-year basis. On the the contrary, the sales of Chery E3 and Tiggo 5 reduced by 50.6% and 33.9% respectively, which is extremely unfavorable for Chery to improve its brand.
After the launch of new Tiggo 5, the focus of Chery's sales begins to shift. “The sales of the Tiggo range must surpass 1,000,000 within ten years "Chen Anning, Chery’s vice Chief Executive Officer,said. The Tiggo range will be one of the main ranges to which Chery will attach great importance in the future according to Chen Anning.
At present, the sales of Chery’s SUV mainly relies on Tiggo 3. Whether can the newly launched Tiggo 5 which is a kind of high-end SUV keep up the good work? The solution of this problem given by Chery lies in improving the selling point of Tiggo 5 through design and intelligent elements.
According to some information, Tiggo 5 was created on the basis of the concept car, Cheryβ5. A lot of designing elements of Cheryβ5 were integrated into the modeling of Tiggo 5. Besides, Tiggo 5 is equipped with a touch screen of 8 inches and mobile mapping, resulting in a considerable improvement in quality.
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