By Jiang Fan
Chery Automobile started the year 2008 in "green". Firstly, the company provided 50 Chery A5/BSG and A5/ISG as "Olympics Green Messengers" to serve the Beijing Olympic Games. Then with 8 models of its car passing National IV Emission Standard, Chery became the independently owned brand that owns the most products that pass National IV Emission Standard. Moreover, after becoming the "National Engineering Technology Research Center for energy saving and Eco-friendly Automotive", Chery was authorized to build a national laboratory of energy saving and eco-friendly engineering, which will be an important R&D platform and base for innovative and eco-friendly automotive technology in respond to the needs of developing energy saving and eco-friendly automotive technology.
"Previously according to National III Emission Standard, Chery had only 3 models that can be put into production on time. Now with the National IV Standard, all of our car models are well prepared. We keep pace closely with the continuously increasing national environment-protection standard and automotive technology." Executive of Chery Automobile claims that as far as energy saving and environment-protection is concerned, Chery has made great headway. Reportedly, by the end of 2007 Chery had undertaken 30 eco-friendly projects, 16 of which are "863" projects, 11 national key technology tackling projects and 3 major international cooperation projects. Chery has filed for 144 patents concerning energy conservation and environment protection. The company suggests that they are now on full scale on the research of energy saving and environment protection technology. Their major R&D goals are optimization of traditional internal-combustion engine, hybrid and fuel battery system and substitutive fuel. They are advancing smoothly towards these three directions. Hopefully, their R&D achievement in low fuel-consumption engine and substitutive fuel can be put into market this year.
Besides a series of R&D in new technology, said Yin Tongyao, board Chairman of Chery Automobile, Chery will continue to produce compact vehicles so as to promote energy conservation in the automobile industry. "Chery Automobile will hold firm in the manufacturing and refining of compact vehicles, continuously improving automotive technology. A company should assume societal, historical and moral responsibility. We do this by our perseverance in the making of compact vehicles." It is told that among similar car types, Chery QQ comes out top in various aspects of energy saving and environment-protection index. In the 2007 Challenge Bibendum, the largest and best-known international convention and contest of clean and eco-friendly vehicles, Chery QQ3/AMT stood out among the more than 120 clean and eco-friendly vehicles. Its noise prevention and field emission of pollutants scored A standard while its CO2 emission and energy efficiency test scored B standard.
In the year 2007, Chery sold a total of 381,000 vehicles, making it the fourth biggest passenger vehicles manufacturer in China. Its market share, 0.2% higher than the year before, ranks No.1 among independently owned brands. It is the No.1exporter of passenger cars in 5 consecutive years, with an overseas sale volume of 119,800 units in 2007, an increase of 132% year on year. In the yearly business meeting on January 15, Chery announced its sales targets for the year 2008 is 480,000 units, including 300,000 units in China and 180,000 units on the overseas markets. It will put 3 new models into the market. Chery also analyzed their strategy for 2008 in the meeting. It is told that strategically Chery will adjust its marketing models from " Fast and Good" of 2007 to "Good and Fast" in 2008. In price control, Chery will offer steady price with upgraded brand, quality and service to satisfy consumers. In improving its quality, it will carry out an extensive refinement of its organization, production line, craftsmanship, facilities and relative mechanism. In bettering its service, Chery will focus more on serving its fixed customers base than on expanding new customers. In brand building, Chery will continue to advance towards its aim of being an internationally famous brand. With its advanced technology, Chery will further cooperation with first-class international corporations to explore the global market, endeavoring for transformation from "World's cars in the Chinese market" to "Chinese cars in the world market".
Currently the competition in the Chinese auto markets is becoming more and more intense, especially in the medium and low cost passengers car market where Chery stands. Some joint-venture corporations are extending their products downwards, cutting into the market with the edge of their brand name and marketing models. In the meantime, independently own automakers, striving for more space for development, are trying to provide highest possible quality at lowest possible price. It all adds up to intensify the competition in the economical passenger car market. In face of this, Yin Tongyao, Chery's board chairman, spoke with frankness. "At the end of the day, it all boils down to competence. Bragging will never get you anywhere. That is why we keep improving our networking and R&D competence. The sense of crisis we are now bearing in mind is as strong as never before.
