Chery lags far behind other self-owned auto brands in sales performance

Shanghai (Gasgoo)- All major self-independent brands all showed their November sales performances recently with GWM, Geely, Changan Auto all selling more than 100,000 units. Even though BYD’s total sales were less than those of the above automakers, its new energy vehicle sales soared 65.48 percent to 13,758 units. Besides, BYD also set its annual sales target up to 200,000 for next year.

Among the five traditional first-tier self-independent auto brands, only Chery performed disappointedly. Chery had monthly sales of 43,162 units in November, decreasing several thousand units on the basis of 48,103 units in the same period of last year. It also ranked behind Changan, GWM, Geely and BYD in terms of sales, even lagging behind SAIC Passenger Vehicle and GAC Passenger Vehicle and leveling with Zotye Auto in sales.

Chery’s sales exceeded 500,000 units eight years ago in 2009, ranking first among self-independent auto brands and fourth in terms of comprehensive strengths. Domestic auto industry changes greatly in the past eight years, with the market size growing to more than 30m units from 10m units. Self-independent brands including Changan, GWM and Geely all rise quickly with the total market shares reaching 43%, basically levelling with joint-venture brands.

In contrast, Chery faces the declining market ranking and nearly drops out of first-tier self-independent brands. Besides, many technological and quality problems are shown in Chery products. Chery has just announced to recall some Arrizo 7 models for gearbox oil leakage hazard. Another highly-expected brand Qoros will also be transferred by Chery for continuous losses and bad sales performances for several years.

Complex reasons including development strategy, group structure, brand problems and product positions can explain Chery’s current situation. In fact, Chery is still confusing about its own production lines.