Chery builds technology-oriented company to sell 900,000 vehicles this year

On January 13, Chery Automobile released its 2011 annual strategy for 2011—Growth 2011. Its strategic focus continues to be “technology, international, brand, and responsibility”. At the same time, Chery announced its sales target of 800,000 units in 2011.

As early as last month's Guangzhou Auto Show, Chery Sales General Manager Ma Dejun said that Chery’s sales target this year is to increase by 30% to 900,000 vehicles. "The 800,000 vehicles are the target of protection, and 900,000 vehicles are the target of the challenge." Chery insiders told the newspaper that "it is a fight for nine-guarantee eight."

In order to achieve the goal of “Growing 2011”, Chery announced that there will be 5 new cars on the market this year. These five cars are the sons of Chery’s New Oriental, Ruiqi G6, G3, Z5 and Weilin V8. These five cars all have Chery’s deep The accumulation of technology will be the transforming work of Chery's “boutique model”. Among them, the sons of New Oriental, Ruiqi G6 and Weilin V8 are high-end models that will further optimize Chery's product structure and further enhance its profitability.

Looking at the 2011 strategy and the strategies of the past few years, Chery is quietly changing its development model. Guo Qian, deputy general manager of Chery, stated that Chery is pursuing a one-sided pursuit of scale (more children are better at fighting) and quality-based growth at the core of profitability. In 2011, Chery will continue to deepen the reform of its business establishment. Each division will operate independently, strengthen cost management, define profit targets, and become a profit center for Chery.

In early 2010, Chery had already announced its goal of challenging 900,000 vehicles. This figure is even higher than the targets set by Shanghai General Motors and North and South China Volkswagen. However, Chery's actual goal is much smaller than the latter three. Chery also announced at the time that it would launch 17 new cars in 2010. In contrast, the joint venture company generally only produced one or two new cars a year. Chery’s move made the industry stunned. This year, whether it is the production and sales target or the number of new cars, it is much more pragmatic than last year.

Technology has always been a place Chery is proud of. Chery said that it is currently focusing on creating a “technology-oriented company” that will maintain the cutting edge of the automotive industry in two major technology areas: one is product technology and the other is the future. Forward-looking technology area.