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According to statistics from the China Automobile Association, the market share of independent brands fell from 43.4% in the same period last year to 39.5% today in the first half of this year. The decline in sales and the narrowing of market share have become a cruel fact that independent brands have to face.

However, in the face of this cruel fact, Chery released first-half figures, which showed that Chery sold 28.45 vehicles in the first half of this year, up 8.5 per cent from a year earlier.

In the depressed environment of the domestic automobile market, Chery not only did not decline but rose, which is indeed a surprise.

Judging from the proportion of sales of Chery's brands in the first half of the year, Chery relies on Ruihu and Aizeri series, with cumulative sales of 180000 vehicles in the first half, accounting for 73.6% of the total sales, which is the main force of Chery. The second place is spinous process. In the first half of the year, the Jetway brand sold a total of 54000 vehicles, accounting for 22.2% of China's sales.

The shortcut is known as the "price killer" in the passenger car market. The brand's first SUV X70, a compact or even small SUV, sold at the price of a medium-sized SUV, making it a bestseller as soon as it hit the market.

Of course, under the new car effect, the shortcut is famous for its performance-to-price ratio, and its hot sales continue unabated. And then is the period of testing product quality, once the new car effect declines, the product market ownership gradually increases, if it can not accumulate a good reputation in the process of use, it is bound to affect the market performance of follow-up products. It is worth mentioning that in the first half of this year, its cumulative sales were only 4744 vehicles, but not as good as the Xingtu brand, which has been on the market for only three months.

Chery's growth this year, one from the shortcut, and the other from the star road.

As the high-end brand of Chery Automobile, the birth of Star Road is the beginning of the high-end of Chery Automobile.

In the course of more than 20 years of development of Chery, its high-end strategy has been put forward more than once. In 2009, Chery's high-end technology kicked off, and this year, Chery formed four major brands: Chery, Kerry, Ruiqi and Weilin. Among them, Ruiqi and Wei Lin are Chery's high-end brand attempts, but later have failed.

In 2011, the Qoros brand appeared and tried to compete with the joint venture brand from the beginning of its birth, but later, due to high prices and lack of core bright spots, resulting in poor sales, coupled with high operations, Guanzhi became a black hole for Chery to lose money. Baoneng took over Guanzhi in 2017. Since then, Guanzhi has drifted away from Chery, and its mission has finally been left behind.

The defeat of Rui Qi, Wei Lin and Guan Zhi did not stop Chery from becoming high-end. Chery made its debut at the 2017 Frankfurt Motor Show at EXEED, but its development was slow due to lack of funds until it was officially named Star Road in November last year. In April this year, the TXL/TX, Xingtu's first model, was officially launched at the Shanghai Auto Show.

However, from the market performance of the two models listed on the Xingtu market, it seems to be far from the actual goal, and the industry believes that it is due to the fact that there is not a big gap between Xingtu's products and the Chery brand in terms of product power and price. From the configuration point of view, M3X platform, 1.6TGDI engine, Chery Lion Zhiyun system and other technologies are all used in Xingway, it can be said that the best things of Chery Bar have been given to Xingtuo, bear price, 12.59-175900 yuan price, more friendly to the people than WEY VV7.

However, this has not brought hot sales to Xingtu. The industry believes that Ruihu 8, which is superimposed with Xingtu powertrain, has encroached on Xingtu's market at a lower price.

In fact, Chery has been committed to the research and development of its own core three pieces, the improvement of technology and technology as well as achievements, have been recognized by the industry.

For example, Chery is developing the first product of the third generation engine, the 1.6T GDI engine, in 2018. This engine is installed on its high-end brand Xingtu EXEED TXL for the first time, and the new generation of Ruihu eight countries and six editions will also be installed. From the parameters, the maximum output power is 145kW/5500rpm and the maximum torque is 290N ·m / 2000-4000rpm. The power performance not only surpassed the low-power version of Volkswagen EA888 2.0T, but also crushed almost all 1.6T models, including Honda 1.6T.

It is understood that Chery's third-generation engine products also include 1.5T GDI and 1.2T GDI with smaller engines, which have been successfully developed, waiting for matching models.

In addition to a series of innovative research on engines, Chery launched four forward research and development platforms of T1X/M1X/T3X/M3X, covering the development capabilities of cars, SUV, MPV and new energy modular platforms.

In the case of the decline of the automobile market, Chery's mastery of core technologies such as engine, gearbox and chassis gives it its own core competitiveness and technical strength.

Chery's advantage in the core technology does not lead to good market performance. Therefore, in the multi-brand development strategy, how to define the positioning of each brand and balance the product layout of each brand is the next consideration of Chery Automobile. In terms of Chery's sales in the first half of the year, excluding shortcuts and startups, the sales of Chery and Kairui declined significantly, while the latter both fell by more than 50% in a single month in the first half of this year. This situation is also unexpected by Chery.

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