Less than 4 months have passed since the launch of the Discovery 06 Yueye Edition, Chery Automobile has launched the Discovery 06 Urban Edition, trying to accurately target consumers from the two tracks of light off-road and urban tracks. According to the plan, around March 2024, Exploration 06 will also launch a wave of standard modified versions.
On December 6, Chery Discovery 06 was officially launched, with a total of 2 models and a price of 11990,000-12990,000. At the same time, the Discovery 06 Yueye Edition Exploration + model is also on the market at the same time, ** is 14490,000.
On the occasion of the launch of the new car, Chery Automobile also announced the report card of the Yueye version for more than three months. According to reports, the current four-wheel drive sales of Exploration 06 have exceeded 70%, and the order volume of the top version has exceeded previous expectations, which has also led to the shortage of some core components, which has affected the planning and balance of the entire resource.
Since the Exploration 06 is the first time that Chery has developed a car around the synchronization of the left and right drives with the domestic one, and the simultaneous development of high regulations and low regulations, in the overseas market, even if the price is much higher than that of the domestic market, the performance of the overseas market is still relatively good. Among them, the Russian market has sold nearly 20,000 units in more than a month, and it is expected to achieve the second place in the whole market in December.
At present, the show car for the Saudi market has arrived at the store. In the right-hand drive market, South African products have also been shipped to Australia and New Zealand. According to the plan, by June 2024, the exploration 06 will also enter the entire EU market and be rolled out across the world, striving to achieve the goal of monthly sales of 20,000 units.
With the exploration 06 gradually landing in the international market and achieving higher monthly sales results, the exploration 06 will truly become a veritable "global hit" model from the dual dimensions of sales and product positioning. From the perspective of globalization, this is undoubtedly gratifying.
On the one hand, globalization has become a strategic consensus for all domestic independent car companies around the long-term development of the future, and China has surpassed Germany and Japan to become the world's largest exporter, but at present, the international market has not really given birth to a fuel-based Chinese brand explosive car.
Relying on the development of the new energy vehicle market, from the battery to the motor to the electric drive, although the three-electric technology of Chinese automobiles has surpassed that of joint venture car companies, the development of the new energy market is strictly "lane change overtaking", not "corner overtaking".
As a pure fuel vehicle, the hot sales of the Explore 06 in the international market are actually the overtaking of Chinese car companies and technology Chery in the core technologies such as engine, chassis and gearbox in the real sense.
As Li Xueyong, deputy general manager of Chery Automobile Co., Ltd., general manager of Chery Marketing Company, and general manager of Jietu Automobile, said: "The first export of Chinese brands refers to CKD and CBU, and there is no local production localization. Only about 40% of Japanese automakers produce and sell locally, and export locally, while 60% of their volume is produced and sold locally. ”
According to Li Xueyong, Chery is currently operating as a subsidiary in overseas markets, and there is no OEM, and Chery will lay out more factories in the future. This means that with the acceleration of the global models represented by the exploration 06 into the international market, it will mean the improvement of the quality of China's automobile exports, from "going out" to "going in".
It is not difficult to find that even if the competition in the domestic auto market is becoming more and more fierce, the 10-150,000 SUV market is even more severe under the influence of the first war, Chery Automobile can still calm down at this time to make a rational judgment and make a detailed layout around the long-term development of the future. In fact, there are many more such "one step, three steps" thinking.
In order to conform to the trend of globalization and meet the needs of diversified and personalized users, the exploration 06 is not only built and developed with global standards from the beginning, covering the left and right drive markets, the off-road version and the city version are also planned together, as early as August, Chery has been ready to explore the 06 urban version. The reason why it was launched at an interval of 3 months is to constantly respond to the changing needs of users.
In March next year, the Discovery 06 will also launch an official modified version and promote mass production. In the face of the changing trend of personalized and diversified needs in the market, Exploration 06 will continue to innovate and inject new connotations into the entire product value system. It is not difficult to find that Chery's insight into market changes is keen and forward-looking.
For another example, based on the observation of the changing trend of SUV market demand, Li Xueyong believes that the needs of users will become more and more segmented in the future, and there will be great opportunities in the hard-core off-road and pickup truck market in the future.
According to its **, the future off-road vehicle market is likely to seize 40% of the original market share of urban SUVs, and it is more likely to help SUVs slightly surpass the sedan market.
In order to achieve that the product is ahead of the demand, the global development standard makes the exploration 06 pay more expensive development costs than the general car companies of the same level, but the scale benefits of globalization also allow Chery to achieve a relative balance between cost and profit, which is also the key to the exploration 06 dare to break the four-wheel drive pricing threshold and make the four-wheel drive achieve two-wheel drive cost and two-wheel drive energy consumption.
As Li Xueyong said, "Chery is comprehensively based on international sales, international products, and international markets to make global planning, which will bring a lot of benefits to Chinese consumers and bring higher competitiveness to Chery products." ”
It is not difficult to find that "International Chery", "Technology Chery" and "User Chery" are essentially complementary and interlocking, "International Chery" provides a larger scale for "Technology Chery", "Technology Chery" lays the most critical technical foundation for "User Chery", and the recognition of user Chery is the core driving force for International Chery to further expand and strengthen.
According to Li Xueyong**, the export volume of Chinese auto companies may reach 15 million units in the future. In this process, Chery, which relies on fuel vehicles and new energy to walk on two legs, will undoubtedly play a great role.
At present, Chery has become four major brands - Chery brand, Jietu brand, Xingtu brand and ICAR brand.
Each of the four major brands has a different product line. Among them, the Chery brand has formed the Tiggo series, Arrizo series, Discovery series and Chery New Energy Fengyun series. The first three series will focus on the continuous iteration of fuel vehicles, while the Fengyun series will focus on hybrid power.
The Jietu brand will focus on the two directions of comprehensive hard-core off-road and comprehensive hybridization. The Xingtu brand will aim at the high-end market, and the Xingtu brand and the Xingtu sequence are still based on two mainstream tracks.
The iCar brand will be pure electric and extended-range products, mainly for urban youth. Although today's car market is no longer an era of having more children and fighting, Chery's multi-brand multi-sequence is all precisely competing from the subdivision track.
Since the beginning of this year, Chery's strong growth momentum has proven the effectiveness of this style of play. In 2024, Chery will usher in a big year for new energy products, which will also be the beginning of its "unwelcome".It is believed that with the intensive launch of new energy products, Chery's meticulous layout from fuel oil to new energy, from domestic to foreign will also make great progress next year.