In the next 5 years, it will be 100 billion yuan in research and development. Can Chery increase the brand position?

Economic Observation Network reporter Pu Zhenyu On September 16, Chery Automobile held the theme event of "Yaoguang 2025 Chery Technology DAY" in Wuhu, Anhui, headquarters. At the event, Chery Automobile announced the launch of the "Yaoguang 2025" forward -looking technology strategy, involving the four major areas of Mars architecture, Kunpeng Power, male lion technology, and galaxy ecology. At the same time, Chery Motors also appeared in the new brand concept car GENE (gene).

The "Yaoguang 2025" strategy covers almost all popular tracks in the automotive industry. According to reports, Mars architecture focuses on two aspects: platform architecture and EEA electronic electronics architecture. Kunpeng power integrated oil, electricity, hydrogen hybrid power and other different technical routes. The lion technology focuses on the smart cockpit and intelligent driving. The Galaxy ecology adopts a 1+3+n mode. It enhances the intelligent travel experience through car+smart data, smart data, intelligent upgrade+ecological partners.

Behind the "Yaoguang 2025" strategy is Chery's desire for the brand. Chery Automobile Mother Company Chery Holding Group Co., Ltd. (hereinafter referred to as "Chery Holdings") Party Secretary and Chairman Yin Tongyue at the event. He said that the "Yaoguang 2025" strategy is the advanced of Chery, carrying the mission and responsibility of the national brand upward mission and responsibility A brave climbing.

From the perspective of sales, Chery Automobile is currently at the forefront of autonomous brand car companies. Official data show that from January to August this year, Chery Automobile's cumulative sales of 566,800 units, an increase of 47.1%year-on-year. The manufacturer's wholesale sales rankings released from January to August this year show that Chery Automobile sales are ranked seventh in all manufacturers, ranking fourth in independent brand car companies, lower than BYD, Geely Automobile, and Changan Automobile. But higher than Great Wall Motors and SAIC passenger cars.

However, on the brand's upward track, Chery Automobile is slightly slower. At present, the passenger car sector of Chery Automobile is mainly composed of the three major brands of Chery, Jetta, and Star Road. The Chery brand has always attacked the fuel car market of 100,000 to 150,000 yuan. The maximum price of the model has not exceeded 200,000 yuan. The brand's price ceiling is higher, but it does not reach 300,000 yuan, an unwritten high -end market range. The main market interval is consistent with the Chery brand. The two are mainly market positioning.

On the other hand, several other leading brand car companies, BYD sells 300,000 electric cars Hanyue sales have stabilized more than 20,000 vehicles, Geely Automobile's positioning of 300,000 to 400,000 yuan has been delivered in less than 1 year. 40,000, the Avita brand created by Changan Automobile has a starting price of 350,000 yuan, and the top version is as high as 600,000 yuan.

At this event, Chery's new brand concept car GENE (gene), showing Chery's hopes to promote the brand's upward intention through the electrification track. The car contains a large number of high -end, luxurious and futuristic elements.

Chery Concept Car GENE

According to reports, the Gene concept car is a full -size SUV new energy model, and the power system is electric+solar energy. It is the largest SUV launched in the history of Chery's development. The driving design of the car is easy to remind people of super luxury brand Rolls -Royce. In addition, the concept car also uses a circular suspended cockpit design, a drawer trunk with two sets of drones and electric skateboards, and the galaxy ecosystem independently developed by Chery.

Will the new high -end new energy vehicle brands planned by Chery will be created with the concept car GENE of this appearance? This has not been confirmed by Chery. In August of this year, there were rumors in the industry that Huawei plans to carry out smart car selection business with brands such as Chery and JAC. Chery Automobile will also cooperate with Huawei to create high -end new energy vehicle brands.

Of course, regardless of the specific path of the brand, huge amounts of capital investment is required. Gao Xinhua, Executive Deputy General Manager of Chery Automobile Co., Ltd., and Dean of the Dean of Automotive Engineering Technology R & D, revealed at the event that in the next 5 years, Chery plans to develop more than 100 billion yuan, train more than 20,000 R & D talents, establish 300 Yao Yao Yao Light laboratory supports cross -science and cross -border technology research. In addition, Chery will simultaneously deploy the six major R & D centers of Wuhu, Shanghai, North America, South America, Europe, and Central Asia. Global integration management, fully support the implementation of the Yaoguang 2025 plan.

100 billion yuan is equivalent to Chery Holdings's operating income of 2021. In the past four years, the annual revenue of Chery Holdings has been stabilizing at about 100 billion yuan. If calculated according to the scale of this revenue, Chery Holdings will account for 20%of the annual R & D investment in the next five years. Looking at other domestic car companies, the proportion of R & D investment in revenue is generally less than 10%. In the first half of this year, Great Wall Motor's R & D investment accounted for 5.11%of revenue, BYD Automobile was 3.6%, and Changan Automobile was 3.41%.

Higher R & D investment means that Chery Automobile may need to increase financing. At present, Chery Holdings includes listed companies in the fields of car parts in Berteley, Evet, and Ruizhen molds. However, Chery Automobile itself has not yet been listed, and Chery Automobile has a listed company. However, Chery Motors has never given up on listing. In September 2020, Yin Tongyue also publicly stated that Chery Automobile has been accelerating the listing work.

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