“This 25% offset collision experiment is open to the media for the first time. This lab has done more than 500 vehicle experiments and has never been open to the media.†Chery has announced its return to a Chery strategy in April this year, Chery The words of Ma Deren, Dean of the School of Engineering, once again confirmed that Chery is still undergoing transformation and innovation. This time, Chery chose an open attitude.
The first implementation of a 25% offset collision was first disclosed to the media
On October 11th, more than 30 people from Tencent Auto and other media came to the Chery Penghu factory to visit the Arrizo 7 for a 25% offset collision test. Subsequently, Chery also showed the media four NVH (noise and vibration), collision safety, K&C (complete vehicle handling performance, that is, motion and compliance), and 24-channel (vehicle drive test simulation) four laboratories.
It is reported that this is the first time that Chery has publicly tested the media. "We are this 25% offset collision experiment. This is the first time that the experiment is open to the media. This lab has done more than 500 vehicle experiments and never worked on the media. Ma Deren, dean of the Chery Automobile Test and Vehicle Technology Research Institute, said.
The 25% offset collision, the IIHS (American Highway Safety Insurance Association) small offset test, is a new test project introduced by IIHS in 2012 and is recognized as one of the most stringent automotive crash tests available today. It is reported that the experiment itself has a long preparation period and is very special. At present, Chery is the first car company in China to open this experiment.
Why choose to openly test at this time, Chery Automobile Sales Manager Huang Huaqiong said that in the past 16 years, consumers only know Chery products, and the situation of the whole company is not very clear. "I think Chery's purpose is to let everyone really understand us. I hope that everyone can witness it and experience the whole process of building this product. Let consumers know more about how we can create a quality that is suitable for consumers. Product." Huang Huaqiong said.
Huang Huaqiong revealed that there will be more opportunities for the public to understand Chery in the future, including, for example, R&D process, experimental process, manufacturing system, procurement system, marketing system, quality assurance system and so on.
Comprehensive strategy adjustment is eager to voice the world
In April this year, Chery held a press conference to suspend the three brands of Ruilin, Weilin and Kairui, officially announced the return to the "One Chery" strategy, and returned all products to the Chery brand.
Since its establishment in 1997, Chery has been convinced that “multiple children are good at fighting†and strives to have products in every segment. In 2009, it has taken the lead in high-profile “multi-brand strategy†in the industry. Ruilin, Weilin brand and the main brand of micro-customer Kerry.
After four years of big bends, Chery has set off a new round of strategic adjustments: reducing brands, reducing models, slashing R&D projects, shrinking sales areas, and developing positively. All actions point to one goal: return to a Chery.
Different from the past, Chery is more open and confident, but there is no lack of stability and prudence.
Following the announcement of a return to a Chery in 2012, Chery suspended the three brands of Ruilin, Weilin and Kairui, cut down 3/4 R&D projects, and finally reduced the number of models sold from 32 in the peak period to 16 models. Finally, in terms of sales, the previous 26 sales outlets will be downsized into 8 sales areas, and comprehensive changes have been made from research and development to final sales.
"Chery has been adjusting a while ago. Now it can be said that the direction of Chery has been clear in the future. Now it is when Chery speaks to the world. At this time, I hope everyone will enter Chery and listen to Chery's strategy of explaining some of their new brands." Wang Qinyi, director of the Automotive Business Department of Xin'an Evening News, concluded on the spot.
Positive development system is established every 3-5 years
"Arrizo 7, not only a product, but also a positive development system built around this product," Huang Huaqiong said. In his view, Arrizo 7 laid the foundation for the development of Chery's future products and established a complete process and technical system.
According to reports, Chery has formed a V-shaped forward R&D system. The specific process is divided into 10 nodes from P0 to P9. There is a clear division of labor and progress between each two nodes: P0-P1 market research and definition; P1-P2 product definition and concept design, supplier layout, shape freezing, Mule Car Verification; P2-P3 design target setting and decomposition, system and component structure design, digital prototype production and CAE simulation virtual verification, engineering design data release; P3-P4 parts, system bench DV verification, soft model car trial system , test verification, vehicle performance development and design optimization; P4-P5 parts, system bench PV verification, hard mold car production, vehicle performance Master Car integration and optimization, engineering acceptance and issuance (ESO); P5-P6 Production Line Installation, commissioning, trial production, process verification; P6-P7 single machine single-sequence small batch production verification, worker proficiency training, conformance test; P7-P8 continuous production according to official beat, formal tooling, formal control plan; P8-P9 start Mass production, preparation for sale.
"This one is based on the target market, the target customer's needs to develop a product that they need, suitable for them. I think this is the concept of positive development." Huang Huaqiong said.
The first model to be launched after the launch of Chery's new brand image, Arrizo 7, was developed under the V-shaped forward development process of “market to marketâ€. In addition, E3 and the upcoming Tiggo 5, which will be launched in October, are built according to this process. According to the introduction of Chery Public Relations Director Wan, according to this process, Chery will launch a new car for an average of 3-5 years.
It is understood that at present, under the brand strategy of “One Cheryâ€, Chery is making adjustments in its sales network. In addition to reducing the 26 major regions of the country to eight, the command of the regional region will move forward, and the internal will be “one, two. The Ministry merged to reduce the sales of distributors' networks and gradually returned to a network system.
Ariza started the sales battle with Chery
Chery's sales have not improved in the past three years: sales of 609,900 in 2010, 571,700 in 2011, and 492,400 in 2012. In the first half of this year, Chery sold a total of 216,000 vehicles, down 18.2% year-on-year.
Saving sales is undoubtedly one of the most important tasks of the moment.
As a new strategic leader, Arrizo 7 is a pioneer. "At present, in fact, the entire product satisfaction rate is only about 70%, the Ariza 7 now sells more than 4,000 units a month, more than 4,000 units." Huang Huaqiong said.
In addition to this product of the Ariza 7 product, another sign is that Chery has started the second generation of products in the true sense: the next E3 and the upcoming Tiggo 5 will be released at the end of November. .
How to make sales channels under the new series? Huang Huaqiong once told the media that Arrizo currently has 152 distribution outlets, which will increase to more than 250 by the end of the year. This time, Tencent Motors learned that Chery will merge 26 sales regions into eight and gradually move the entire function forward. "It is not just to see the reduction of the number of the eight major regions. In fact, their functions, responsibilities, and authority have undergone important changes. Including the entire management mode and operation mode next year, there will be great changes," Huang Huaqiong said.
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