The Xingtu brand can be regarded as the high-end brand of Chery Automobile, and it is also Chery's most successful attempt to explore high-end brands so far.
We want to make Xingtu the 'BBA' of Chery, the 'spire' of the brand pyramid of Chery Group, and lead the entire Chery brand pyramid to the sky!Moreover, it is a 'spire' lit up with new energy to help the high-quality development of China's automobiles. ”
On December 20, Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, said at the launch conference of the Star Era ES, the first ultra-comfortable and long-range smart car of the Xingtu brand.
This time, Epoch ES has launched a total of five versions, which are equipped with a 400V high-voltage platform: AIR standard endurance version 22580,000 yuan, plus standard endurance version 23580,000 yuan, and equipped with 800V high-voltage platform: MAX long-range version 26980,000 yuan, max+ ultra-long battery life version 29980,000 yuan, ultra four-wheel drive performance version 33980,000 yuan. At the same time, the listing rights and interests of 5,000 yuan deposit to enjoy the first value of 50,000 yuan seven gifts.
It can be said that the Epoch ES is the culmination of Chery's technological innovation, system innovation, and user concept innovation, and has created a new height in the industry in terms of driving quality, intelligent networking, product performance, etc., and is expected to become the best ultra-comfortable pure electric flagship car in the market segment.
There is no doubt that the Xingtu brand can be regarded as the high-end brand of Chery Automobile, and it is also Chery's most successful attempt to explore high-end brands so far.
You must know that before the Xingtu brand, Chery has always had a high-end dream in his heart. A long time ago, Riich and Weilin were high-end brands created by Chery independently, but they were discontinued for various reasons. Later, Chery established a joint venture with Israel's Quantum Investment Group to create the Qoros brand in a cooperative model, but the results still did not meet expectations due to the specific market environment and limited consumption level, and had to change hands and gradually withdraw from the market.
After twists and turns, it has failed to reach the top several times, but it has never been able to stop Chery's high-end pursuit.
In 2017, Chery officially unveiled its new high-end brand Exeed at the Frankfurt Motor Show, and the brand was officially named Xingtu in China the following year. At first, Xingtu also experienced a difficult time, and the market performance was not ideal, but with the launch of more new models, the Xingtu brand has broken new ground in the past two or three years, with sales increasing day by day, and the brand influence has expanded. In November this year, the sales volume of the Xingtu brand was about 150,000 units, sales from January to November were about 1110,000 units.
As a high-end brand, Xingtu Automobile's sales in November can reach 1It is not easy to sell 50,000 vehicles, and the average monthly sales of more than 10,000 units are definitely successful. It is no wonder that Yin Tongyue has very high expectations for the Xingtu brand, making it the "BBA" of Chery and the "spire" of the brand pyramid of Chery Group.
In Lin Yan's view, the top three most dazzling star car companies in China's auto market in 2023, in addition to BYD, it seems that only Chery and Li Auto are worthy of it. You must know that the sales of independent brands such as BYD, Chery, and Ideal continue to set new records and surprise the industry, and they are indeed outstanding representatives of many excellent car companies.
It is reported that Chery Group has set a sales target of 2 million units this year and will hit the sales target of 4 million units next year. If there is a difference between Chery's completion rate this year and the sales target set in 2023, it can only be said that the development of Chery's new energy vehicles has been held back. In the first three quarters, Chery's overall NEV penetration rate was about 74%, far lower than the industry's 35% new energy penetration rate.
It is precisely because of its own shortcomings that Chery attaches more importance to the success of the launch of the Star Era ES model. After all, as the "pearl on the top of the pyramid", Xingtu Star Era carries the mission of Chery's brand advancement, and also indicates that Chery's new energy strategy has officially entered a new stage of development.
Yin Tongyue's expectations for the follow-up of the Xingtu brand are also very clear, revealing that the pricing of Star Era ES in the overseas market will exceed 1 million yuan.
According to Chery's official introduction, Epoch ES has not only worked hard at the level of product strength, but also advanced in all dimensions in terms of high-end services, perfect channels, and extreme rights and interests. The Star Era is speeding up on the new energy track and taking the lead in achieving a systematic layout of channels. By the end of 2023, the number of Star Era stores nationwide will exceed 300. In 2024, there will be more than 460 stores nationwide, establishing a thoughtful service network for users and providing users with a full-scene, full-touch, and intelligent high-end service experience.
Since the beginning of this year, Chery Group's sales have achieved "eleven consecutive increases". It should be mentioned that Chery Group's sales in the first 11 months reached 16660,000 units.
Lin Yan believes that Chery's sales growth can achieve rapid growth without relying too much on new energy vehicles, relying only on the traditional fuel vehicle market, which shows its huge growth potential. If it continues to increase the number of new energy vehicles, Chery's future prospects are bright.
Now, Chery's high-end brand, Xingtu Automobile, has the blessing of Star Era ES, and it should not be wishful thinking whether it can achieve the latecomer to prevail and enter the top position in the country.