Recently, Chery Automobile has attracted a lot of attention. On the one hand, it is due to the arrival of the QQ Ice Cream Peach Joy Edition, and on the other hand, there are more and more imitations of its models, whether it is the QQ Ice Cream that has been launched, or the upcoming new Ai Ruize 5, Ou Mengda, etc. can all see the shadow of other brands of models.
You must know that Chery Automobile once served as the leading brand of its own brand. Now the brand also has hard-core technology, and its engine has the honorary title of China Core. Why would Chery Automobile, which is so powerful, embark on the path of imitation? Are you willing to become the second Zotye Automobile , or have you found a shortcut to return to the championship position?
Many models have broken away from their own styles
Chery Automobile can be said to be one of the most resilient car companies. It once ranked first in sales of its own brands for ten consecutive years. Today, its market influence is no longer what it was back then, but Chery Automobile is still there. try hard.
In fact, Chery Automobile's current market performance is only not as good as Geely , Changan , Great Wall and other first-tier brands, but it is still better than many car companies. From January to May this year, Chery Automobile’s market sales were 243,000 vehicles. In addition, in terms of export volume, Chery Automobile has also ranked first for a long time. From January to May this year, Chery Group's cumulative exports of cars also reached 112,400 units, a year-on-year increase of 18.4%, setting a new high for the same period in history.
Precisely because of Chery Automobile’s strength, many people have high expectations for it, hoping that one day it can bring excellent products to consumers and return to the front-line camp. However, what is surprising is that Chery not only did not further develop new cars and launch more original products, but instead built cars in an imitative way.
The major new cars launched by Chery Automobile in the past two years have all departed from their original design styles. QQ Ice Cream is similar to Wuling Hongguang MINI EV, Oumengda has the shadow of Changan UNI-T, and Jietu Dasheng is the tank. The design features of 300, Land Rover TV and Ford Bronco are blended together. Seeing this, everyone is questioning whether Chery Automobile has become less enterprising and started to go astray.
Everyone cannot accept that Chery Automobile builds cars in a plagiarized way. It must be more because Zotye Automobile has a precedent of failure, and they do not want Chery Automobile to become the second Zotye Automobile. On the other hand, because independent brands have passed the era of imitation and copycats, original products have become mainstream, and Chery Automobile, which has high hopes, seems to be retreating and returning to the early stage of brand development.
You must know that in the early days of the development of my country's automobile industry, independent brands including Chery Automobile had no technology and experience and relied on imitation to build cars. However, as my country's automobile industry becomes more and more mature, the technology of independent car companies is getting stronger and stronger, and they are gradually getting rid of the image of copycat cars. Therefore, Chery Automobile's design direction is really confusing.
Imitation or for better marketing
Low-priced and low-quality copycat products are not welcomed by the market, and are not suitable for the new development trend of my country's automobile industry. In the early years, Chery Automobile head Yin Tongyue also made it clear that the brand would not be innovative without innovation. It will last forever, and those who do not pursue quality and engage in fraud will only be eliminated. I believe that it is the emphasis on innovative concepts that creates Chery Automobile’s Chinese core engines. Chery Automobile is also known as the man of science and engineering in the automotive industry, and he likes to delve into technology.
Nowadays, Chery Automobile is embarking on the road of imitation, perhaps due to helplessness. Men in science and engineering usually lack artistic aesthetics and cannot express themselves. However, Chery Automobile's capabilities in marketing and aesthetics are far inferior to its technical strength, and its products are also difficult to attract young consumers in terms of appearance. So the way to quickly improve your capabilities is to imitate.
Judging from the market performance of Chery Automobile, it is indeed a good method to build cars by imitation. Its QQ ice cream has long been among the top five in the sales list. It can be seen that the appearance of this car can satisfy the aesthetics of many consumers. level. And Ou Mengda also has a good amount of attention.
Chery models that lack original design have not been left out like Zotye Motors' copycats. The key reason is that Chery Automobile has strong system power, service channels, car manufacturing technology and other aspects have reached a very high level, thus effectively ensuring the quality of new cars. In other words, the core competitiveness is strong. On the other hand, Guatai Auto did not have independent research and development capabilities, resulting in poor quality of its models and its inability to meet the needs of car buyers in the era of consumption upgrading, and ultimately failed.
At present, Chery Automobile only borrows models from other brands in terms of styling. It still has independent research and development capabilities in core technologies. Based on this, it is speculated that the possibility of Chery Automobile becoming the second Zotye is very low. It may even learn from other styling designs to find out. Use your own design ideas to make up for the shortcomings in appearance of new models, thereby achieving better market results.
In fact, nowadays, Chery Automobile is not the only car company taking the imitation route. There are also brands such as Great Wall Motors , Changan Automobile , BYD Auto , Euler Good Cat has traces of Porsche , Europe The La Ballet Cat is highly similar to the Volkswagen Beetle , while the Changan Yidong PLUS also has traces of the Lexus ES, and the BYD e9 is like the Audi A6. Even so, Great Wall Motors, Changan Automobile, and BYD Automobile all have high market popularity, and their technical standards are also well recognized by the market. The key reason is that they all have sufficient strength and have excellent performance in the three major parts of the vehicle and the three electrical systems. Performance. Therefore, the imitation by car companies cannot be equated with Zotye. It may even be intentional. After all, it can gain a large wave of traffic.
No industry promotes copycat products. I believe that independent car companies including Chery Automobile are aware of the consequences of blind copycats. If they want to achieve long-term development, they can only improve their core competitiveness and build hard-core technologies. However, competition in the auto market is fierce, and without traffic, cars will be eliminated by the market. Therefore, car companies are trying their best to gain popularity and make headlines. Today's imitation does not mean that car companies have no technical strength, but may be more to attract attention.
