When it comes to Science and Technology Day, it actually starts with Tesla’s Battery Day and AI DAY.
Domestic car companies are also scrambling to open their own annual “Science and Technology Day” to show their latest scientific and technological achievements, as well as their plans and prospects for the future.
it is also a time to “show their muscles” to the outside world.
Chery, which has just become one of the Fortune 500, is no exception, from last year’s “Science and Technology DAY” to the “2024 Chery Global Innovation Conference” with the theme of “Science and Technology Wisdom the Future” on October 18, the time has also been upgraded from one day to one week.
Of course, the most famous thing about Chery’s technology DAY last year was the phrase “you’re welcome”.
This year, Yin Tongyue, chairman of Chery Holdings, continued, “next year, Chery will be intelligent and impolite.
” So, what is the thinking behind the increasingly “impolite” Chery when the new results and plans are released at the Global Innovation Conference, and what are the new ideas? On the eve of the Chery Global Innovation Conference, the media, including the Automobile Commune, had an in-depth exchange with the heads of the four major brands led by Zhang Guozhong, the executive deputy general manager of Chery Automobile, to pulse the future of Chery.
Science and technology strategy and intelligence, the automobile market is sales competition on the surface, in the final analysis, it is technology and science and technology competition.
So, what technology strategy and technology route does Chery show this time? This is what the outside world is curious about.
We can also see that this Chery Global Innovation Conference demonstrated the technological achievements of the five major technological areas of Mars Architecture, Kunpeng Power, Dazhuo Zhijia, Lion Intelligence Module and Galaxy Ecology, as well as more than 100 key innovations, including Kunpeng batteries.
Zhang Guozhong, executive deputy general manager of Chery Automobile, said that independent innovation is the company’s long-term strategy.
“our technological layout is the technological strategy that we have adhered to for many years.
” Moreover, Chery mentioned an investment of 1000 billion yuan in five years in its previous five-year strategic plan.
Zhang Guozhong revealed that he has already spent more than 50 billion yuan.
“last time, Mr.
Yin praised it once, and finally he was not stingy in technology.
” This includes the 300 + Jia Yao Guang Lab, which is built to adapt to the future product development and technology development, as well as the release of the “Kaiyang Lab”.
This is an open platform of “1x 5N”.
Kaiyang Laboratory undertakes the development of “root technology”.
The purpose is to tackle five major technological problems by integrating global and national university resources and industry resources, including those of some research institutes and research institutes.
To create an open “technology co-creation platform without walls”.
Over the past year, with the addition of some professors, outstanding young people, and postdoctors from cooperative colleges and universities across the country, the size of the laboratory has now reached two to three thousand.
“in the future, we want to develop into a co-creation platform with a scale of 100000 people.
” A media teacher sighed while looking at the university exhibition area, “this is the strength of Lao Yin and Chery.
” And the core of science and technology strategy is intelligence.
Chery has missed a lot of lessons before, so Chery continues to increase its investment, including smart cockpit and intelligent driving, in order to enter the first echelon.
Zhang Guozhong also revealed, “for example, our AI has basically gathered almost all the big names of AI in the industry, and there will be many breakthroughs in intelligence and AI.
The investment in technology in the past two years is very large and has thickness.
” However, when it comes to brands, some media teachers have also asked how to solve the problem of brand sharpening when maintaining sales, and how to consider the continuous iteration of intelligent technology.
In this regard, Li Xueyong, deputy general manager of Chery Automobile, refuted a point of view: why do the outside world always think that pure trams are smarter? He does not think that fuel cars are not smart.
“they are all making progress and are all intelligent.
” Aiming at the target market of shortcut, the range of 10-150000 yuan for urban SUV and 15-200000 yuan for cross-country SUV, Li Xueyong said, “Shortcut intelligence does seem to be lacking now, but next year’s new T5, NOA and smart driving will also be reflected in this.
Of course, it will be combined with our off-road product attributes to do some iterations and upgrades, which may be slightly different from other routes.
But the overall general trend is definitely going to go up.
” Behind this, users are becoming more and more intelligent, and shortcuts must follow users.
“shortcuts must change with the needs of users, otherwise we will be eliminated by the market, which we still have confidence.
” For Chery’s “spire” Xingtu brand, the need for intelligence is more urgent.
Huang Zhaogen, assistant to the general manager of Chery Automobile and general manager of Xingtu Marketing Center, said that Xingtu has turned to new energy this year, so Xingtu will complete the “four modernizations” of new energy, intelligence, internationalization and high-end this year.
Specifically, new energy has been realized.
“the proportion of Xingtu new energy will certainly exceed 80% by the end of this year.
” However, “for Starway, it suffers a bit in terms of intelligence, which is in the lead, but many people think that Xingtu is the high end of Chery, so intelligence may be affected by some.
” The intelligent aspect of Star Road includes three aspects: intelligent driving, intelligent module and intelligent chassis.
Huang Zhaogen said, “after OTA3.
0, Xingtu Zhizhi has indeed reached the level of the first echelon of the industry.
” To interpret it, that is to say, in addition to Xingtu’s snow leopard all-wheel drive and flying fish chassis, as well as taking the lead in intelligent wire control technology and intelligent chassis, after the launch of Xingtu’s smart drive OTA3.
0, online users, including those who have already bought cars, spoke highly of it.
At present, the urban memory driving of Star era ES has been very mature, and the urban NOA is also accelerating.
At the conference, the executive vice president of Chery Automobile, the president of the General Institute of Research and Development, and Dr.
CTO Gaohua also revealed that the latest high-level intelligent driving technology program for the future of Dazhuo Zhizhi passed the global verification of the map-free high-order intelligent driving C-Pilot 4.
0 evolved to C-Pilot 5.
0, Chery intelligent cars comprehensively entered the first year of high-level intelligent driving NOA.
When it comes to science and technology strategy, we have to talk about the cooperation between Chery and Huawei.
As a reference, recently, Lantu Dreamer has cooperated with Huawei’s ADAS3.
0, and the order has exceeded expectations, and whether it is E08 or Xingtu’s products, how to make good use of the current cooperative relationship between Chery and Huawei and make good use of Huawei’s intelligence? Huang Zhaogen said that he is also in contact with Huawei that the E08 will be equipped with the latest version of Huawei’s smart driver.
“not only the smart car, but also the Hongmeng cockpit, we must carry the highest-level products, which are still in progress, and we will give you more surprises when we wait for the products.
“It seems that it is still not convenient to say more.
When it comes to fuel vehicles and the speed of development, when it comes to new energy, we have to talk about the recent hot topic, “fuel vehicles will all withdraw from the market in three years”.
Is this possible? Moreover, BMW asked the European Union to postpone the decision to ban the sale of fuel cars in 2035, including the current slowdown in the pure electric market.
How does Chery think about the development prospects of fuel cars and electric cars? In fact, Chery’s current product structure is mainly fuel, with cumulative sales of more than 1.
75 million vehicles from January to September, with new energy vehicles accounting for about 20%, and exports are still dominated by fuel vehicles.
However, according to the data, fuel and hybrid growth accounted for nearly 80 per cent of the sales structure of the Chinese car market from January to September this year, while pure electricity accounted for about 20 per cent.
Therefore, “our brand, the follow-up will be mixed and extended range adjustment.
” Zhang Guozhong believes that with the unification of different technical routes and the verification of different technical routes, there will not be much change in these two years.
“I believe that the future will still be 334, with about 30% of fuel-fueled vehicles.
” extended range technology, hybrid technology may account for 40%, pure electricity is about 30%.
” Of course, as the technology iterates, the proportion may change a little.
Chery started out as a fuel truck.
“We have always had confidence in fuel, and I don’t think fuel cars will withdraw from the market at least until I retire.
” Zhang Guozhong believes that the iteration of fuel vehicles is very fast, Chery’s fuel technology and thermal efficiency have crossed the threshold, and the thermal efficiency of fuel has made a great breakthrough.
in the future, the proportion of fuel will be maintained at a certain order of magnitude.
Chery, which insists on “oil-electricity coordination”, is also willing to invest in fuel, including the next generation of engines, hybrid transmissions and extended-range transmissions.
“when our new generation of golden combination comes out, it will also give you a surprise.
” Speaking of the pace and speed of Chery in the first half of this year, Zhang Guozhong admitted, “in terms of our rhythm in the first half of this year, I am not very satisfied, although it is better than in the past and better than the month-on-month comparison.
” however, compared with the opportunities given to us by the industry, the market, and the opportunities given to us by users, the gap is still relatively large.
” Chery is still reviewing deeply why the ideal and expected goals were not achieved in the first half of the year.
Therefore, within Chery, “any track, any business department, any product line, any module must maintain a certain growth, and must exceed the normal growth rate of the industry.
” We must continue to work hard, at least twice as fast as the industry, to keep growing.
” Zhang Guozhong said that while reviewing the first three quarters, the fourth quarter is very critical.
The brand should go up, finish well, and make a good start for next year.
In the next three months, Chery’s product rhythm will be relatively “full”, with a series of models on the market.
Of course, under this kind of self-pressure, it has also achieved remarkable results.
For example, the average selling price of Xingtu brand was 172000 yuan last year, and it has reached 194500 yuan from January to September this year.
Huang Zhaogen, assistant to the general manager of Chery Automobile and general manager of Xingtu Marketing Center, judged that by the end of this year or next year, the average selling price of Xingtu should exceed 200000 yuan.
Moreover, among Xingtu’s users, “in addition to undertaking the upgrading of some Chery users, it accounts for about 30%, and more than 50% of the customers are from joint venture brands.
” In addition, 19% of Star Epoch’s customers are from BBA.
With the rise and fall of each other, independent brands are really getting stronger and stronger.
However, Zhang Guozhong said frankly that he didn’t think Chery was doing so well or fiercely.
“I don’t think it’s fierce, it’s not that fierce yet.
” This also shows that Chery’s sense of crisis is still very strong.
Chery now requires itself that quality is more important than scale.
If there is no quality and scale, it will be a flash in the pan and endless troubles.
Therefore, we must maintain the momentum of quality this year, and the next step is to go up to the next level.
“if we want to stay at this card table, there is Chery on the card table, we have to go to the next level, so we will try our best.
” Of course, although the four major brands go hand in hand, in terms of the technological route chosen by each brand under Chery, as well as technological development and management, Zhang Guozhong believes that the whole group should form a common platform to provide services and support to various brands, so that technology development, technological innovation organization and platform services support each brand.
In terms of research and development, Chery follows three generations: mass production generation, development generation and pre-research generation.
“especially technological innovation, such as some original technologies and basic technologies, the company’s overall R & D forward-looking platform should be managed in a unified manner.
” However, it will also take into account the differentiated technical needs of each platform and do a thorough job of the technology.
Another point is to adhere to “long-term doctrine”.
“in the past two years, the company’s strategic definition and medium-and long-term strategic planning and business planning have become clearer.
When we think about short-term problems, long-term planning is already very clear, so we are still determined to think about long-term thinking and value thinking.
We should take into account the long-term, scientific and sustainable development of the enterprise.
” What’s the next step of the game? In fact, according to the statistics of the commune, nearly 50 models were released on the market in September.
Chery Group under the four brands also have a lot of models released, the row is particularly full.
In terms of the effect and efficiency of the brand, this new product is released too quickly and too intensively, will it be counterproductive? According to Li Xueyong’s statistics, Chery Group held three press conferences in five days at the end of September, namely Ruihu 9, Yaoguang CD-M, and Shanhai L7 listing conference.
There have been a total of 25 press conferences in the industry in the past five days.
It’s really dense.
Li Xueyong said that the press conference is still very meaningful, through which users can better understand the enterprise.
Whether it is meaningful or not depends on whether the press conference of each enterprise is valuable to users, whether the product released is valuable, whether the content released is valuable, whether the release is more solid, or more virtual.
At present, we basically every press conference can bring increment, but also bring more user satisfaction, I personally think it is very good.
At the end of this year, it is true that Chery Group has basically held more than 100 press conferences, large and small, and various activities have brought huge volume and huge growth, which is a great contributor.
” In this interview, Zhang Guozhong also mentioned that all four Chery brands should be new energy.
In my opinion, this deviates from the fuel-based positioning of Chery and Jetta.
What chemical reaction happened? Or what has changed in decision-making? Li Xueyong said, how on earth do Chery and Shortcut go? Especially at this time, if Chinese automobile enterprises want to gain a foothold in the market, there are four very important points: the global layout ability, the understanding of the market in the stock competition, the service to the users, whether the competition with the joint venture brand can occupy the advantage, as well as the enterprise’s technology reserve.
When it comes to brand planning, Chery Group makes efforts in all aspects of mixing, extended range, fuel and trams, does not give up oil cars, and resolutely attacks trams and hybrid cars.
With the support of this strategy, the four brands have different responsibilities and different user groups’ needs to build their own brand personality.
On the other hand, Jetway and Chery develop oil and electricity at the same time, and do a good job of fuel vehicles to bring value to users.
“the future sales of Chery and Jetway will probably be planned at 5:5, 50% is fuel, 50% is hybrid, to meet the needs of different users.
” Next, in addition to the “straight overtaking” of fuel cars, especially in 2025, “our next bigger goal is to be able to overtake on hybrids.
” So, what will Chery Marketing do next? Li Xueyong said: first, face the problem directly, and then the styling will be younger.
“We are already young internally, and the styling leaders don’t have the final say.
It’s all up to the stylist and the user.
The biggest basis for our decision-making is to make decisions according to the opinions of users.
” Therefore, the future of Chery and the new series of major brands, there will be great changes in the shape to avoid “I pay for performance”.
Second, persist in doing a good job in the system.
For example, Chery expects the number of channels to exceed 1600 by the end of this year.
About a year and a half ago, Chery had 600 channels, that is, an increase of 1000 channels in almost a year and a half.
At present, the channel health, profitability is still good, because only health, can better serve users.
Third, it is necessary to further strengthen the whole level of facing the user system and making use of new media channels to better communicate with users.
Li Xueyong also said that Chery has grown in the past two years, which basically has nothing to do with marketing, mainly years of technology accumulation.
“the technology is constantly overtaking, so we marketers are also doing some work, and this sales volume has achieved some growth.
” To put it modestly.
In fact, as a traditional enterprise, Chery has done a lot of co-creation in products in the past two years when it turned to user-oriented enterprises.
now all brand models have a high degree of user participation in the car-building process.
“it can be said that we have user co-creation meetings every week, and we have a wide range of participations.
we are all backstage engineers and stylist designers to face customers directly.
Through these, I think Chery has taken a step closer to user-oriented enterprises and can better understand customers.
” Chery has a famous “three 100%”, that is, 100% face-to-face customers, 100% direct customers, and 100% user reviews.
“at present, hundreds of thousands of customers have been directly connected to every engineer and every employee.
This may be stupid, but the more stupid it is, the more it can impress users, and the more real it is.
Through these, we can better interact with customers, have connections, and show Chery’s technology to users very well, so I think this has achieved a little growth.
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