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On November 5th, the news of "② 2022 Chery New Energy Brand Integrated Marketing Purchasing Project in the warm-up period" attracted everyone's attention, which showed that according to the company's strategic plan, the new enterprise brand and product brand would be released next year. In addition, Chery's new high-end brand will warm up at the end of November and release its brand and products next year. The first model may be a car called "Ruiteng 01". Whether Ruiteng will eventually belong to the Chery high-end brand, it needs to be further confirmed by the authorities.

According to reports, the "Ruiteng 01" car is a model declared by Chery New Energy last year. The car is based on the LFS all-aluminum pure electric platform and is positioned in the B + class. If there is no accident, it will compete with BYD in the same market in the future.

In terms of appearance, the new car adopts the common design style of pure electric cars nowadays, the front face is designed with through-type daytime driving lights, and the middle is connected with each other through a through-type light belt. The side of the body also adopts the more popular sedan style. On the body size, the length, width and height of the new car are 4878mm/1910mm/1510mm, the wheelbase is 2920mm, and the B+ class is located. In the rear, the new car uses a through taillight design, with the full name of the brand in English in the middle of the taillight and "Chery New Energy" on the lower right.

In the interior part, the new car adopts through-type conjoined suspension large screen, and the large screen uses trapezoidal design. In terms of power, the new car will be equipped with a 112AAT drive motor produced by Chery New Energy Automobile Co., Ltd., with a maximum power of 130kW. According to the previous information, the new car will be built with the same LFS all-aluminum pure electric platform as Chery Ant, and the comprehensive electric mileage can reach 600km.

According to previous reports from the auto industry, Chery began to launch high-end brands as early as 2009. In 2009, Chery launched two high-end brands, "Ruiqi" and "Weilin", respectively. In the same year, Ruiqi M1 and Ruiqi X1 were listed, of which Ruiqi X1 was the brand's first mini SUV model, which went on sale on November 15, 2009. Ruiqi M1 is a high-end boutique car launched by Ruiqi brand for the middle and high-end market, which went on sale on April 20, 2009. subsequently, Chery launched the electric version of Ruiqi M1 model in 2010. Ruiqi M1-EV. However, due to the positioning of high-end models, and the general low acceptance of independent high-end brands in the domestic market at that time, Chery gradually stopped production of Ruiqi and Weilin brands in 2012 due to poor market performance. since then, Ruiqi M1 of the Ruiqi brand has also stopped production.

In 2013, Chery once again established a high-end independent brand "Qoros" in the form of a joint venture. In the same year, Chery released its first mass production Guanzhi 3 sedan, positioning the compact car market. Officials said that Qoros will target mainstream joint venture brands such as Volkswagen and Toyota. Since then, it has also launched a total of four models: Qoros 3-door version, 3-city SUV, 5-SUV and 3-GT, but during the period when Chery controlled Qoros. The development of Qoros in China is not smooth. According to the data, Qoros lost 2.2 billion yuan in 2014, 2.5 billion yuan in 2015 and 1.9 billion yuan in 2016. Because of the high cost of building the car and years of losses, Chery eventually had to sell Guanzhi to Baoneng.

However, Chery did not abandon the layout of the high-end market because of its two failures. On November 9, 2018, Chery officially named the new high-end brand EXEED "Star Road". The first new car, the TX/TXL, went on sale in 2019 with a price range of 12.59-175900 yuan. When the first new car was launched, Chery Yin Tongyue proposed that the annual sales target of the Xingtu brand should reach 100000. However, the data show that Xingtu sold 14000 vehicles in 2019, 18000 in 2020 and 37154 in 2021. Although the data show a gradual upward trend, there is still a big gap with Yin Tongyue's earlier estimated annual sales of 100000 vehicles. As a key strategy for Chery to hit high-end brands, its sales are still not satisfactory after 2022, with the latest figures showing that it sold 19300 vehicles in the first half of this year. However, not long ago, Xingtuo officially released the official map of the mass production version of the new model Xingtuo Yaoguang model, which is regarded as a blockbuster model of this year's Xingtu brand, shouldering the important task of strategic transformation of the Xingtu brand.

At present, the Chery holding passenger car sector is mainly composed of Chery, Chery New Energy, Xintu, Jetway, Chery Jaguar Land Rover and other brands, but in the high-end market, Chery has not been able to come up with brands and products. As for the future performance of Chery's new layout of high-end brands, there is not much information to verify, but for Chery itself. If Chery's new layout of high-end brands still do not have popular models, it means that Chery may not have access to the high-end brand market, after all, there have been three times before.

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