Chen Anning: The ambition is still more relaxed

March 14, 2015 was a Saturday, but Chen Anying, Executive Deputy General Manager of Chery Automobile, did not mean to rest. Just after the company's meeting was completed, it entered a communication meeting with the media.

Although Chery and the British aristocrat Jaguar Land Rover are "highly gifted", Chen Anning is calm and self-deprecating. "The independent brand is still a few middle school students. Chery is going to college, but there is still a long way to go before graduating from college." An interview with the Automobile Sankei.com said Chen Anning.

Betting on Ariza Chery "not partial division"

"How long can the SUV still be on fire?"

At the opening of the Chery Media Communications Conference, the reporter wanted to ask Chen Enning's question but he asked him back.

In 2014, Chery finally ushered in a welcome change: Chery achieved cumulative sales of 455,380 units, an increase of 4.2% year-on-year, and achieved the first reversal of annual sales since 2011. At the same time, the average price of Chery bicycles has also increased from 54,000 yuan to 82,000 yuan, and total sales have increased by 45%.

Sales are positive, but Chery's sales are too dependent on the SUV. In January 2015, two SUVs, the Tiggo 5 and Tiggo 3, accounted for about half of Chery’s total sales.

In the context of the joint venture crazy launch of SUV models to seize the market, Chery who rely on SUV to support sales should go from here?

Chen Anning already had the answer: “In 2015, Chery will put Bao on Arrizo.” Although Ariza’s sales are still low, but with the T-power, new models have appeared in succession, and ambition remains the same. Anning also added a few self-confidence and calmness.

Ariza 7 is the first of the second-generation products after Chery left reverse engineering, and is also the key to Chery's second transformation. At the beginning of the listing, Chery set a target monthly sales of at least 10,000 units for Arrizo. However, until now, Ariza 7 and Ariza 3, which were listed later, have not only failed to reach sales expectations, but have also been left behind by competing products of the same level.

How to make the Arrizo series release its potential for Chery Automobile to regain lost ground in the car market and become the key to the success of Chery's transformation.

Chen Anning revealed that in 2015, Arrizo 5, MP3 model Arrizo m7, mid-term change version of Ariza 7 will be listed one after another. A variety of products from Arrizo will work together to form a scale effect, which can drive the overall sales of Arrizo's product group.

In addition, T-powered turbocharged engines have become a magic weapon for Ariel's product group. It is understood that this year, T Power will be successively carried on all models of Ariza and Tiggo. The 2015 Ariza 7 1.5T will be an important bargaining chip for the Chery layout. Chen Anning revealed that in the future, Ariza will launch a mid-to-high-end model, the Ariza 9.

"Smaller, lighter, more efficient combustion technology must be the future direction, and Chery's T-powered engines are also top-notch." Chen Anning said with a smile, "The total power of 1.5T of Ariza and Tiggo is finished. In the finished car, other self-owned brands can't be opened."

Chery's "college entrance examination"

At the headquarters of Chery, the atmosphere is filled with the taste of an “examination”. At 8 o'clock in the evening on Saturday night, Chery’s headquarters building was still lit and it looked like a night self-study.

According to the plan, from 2012 to 2016, Chery will grow into the strongest local company in China; from 2016 to 2020, Chery will approach and partially reach the level of competition of the joint venture. From the "China's strongest local company" to "partially achieving the level of competition of the joint venture", this Kaner is Chery's "college entrance examination."

How to get good results in the college entrance examination?

Chen Anning believes that companies should lay down their speculative mentality and work hard to establish a system and strengthen the system. The system is not only a product system, but also a research and development system, a sales system, a procurement system, a production system, etc. "If the system is similar to an international brand, the result must be similar."

Today, Chen An Ning has several positions: Executive Deputy General Manager of Chery Automobile, Dean of Chery Automobile Engineering Research Institute, Chairman of Chery Jaguar Land Rover, Chairman of Cheuk Yeh Auto... but in this “high school season”, he is more like The Academic Director, who is also the head teacher and substitute teacher, is constantly shuttled to various “self-study rooms” and meeting places.

How is it considered to be a good test? Chen Anning also has its own standards: "First, in the market client, to get the trust and trust of the brand; Second, to have a scale, annual sales of 500,000 to 2 million, and then low will not become the climate."

Chen Anning’s success criteria, in plain terms, is a word: the car is good and sells well. After Arrizo was listed, consumers and the media evaluated it as "a good car to sell." Through positive development, Chery has gained the trust of consumers. How to convert this trust into sales volume and make the sales scale will be the focus of Chery's “preparatory exam”.

After Chery went to college

Although still in the “preparatory exam” stage, Chen Anning had already planned for Chery during his college days.

The coach who had worked at Ford for more than 20 years and has both Chinese and Western counterparts stated that Chery will launch 10 new products in the next five years. In addition, at least five new energy vehicles will be introduced, including A0 pure electric and E-class, SUV plug-in. Hybrid cars; launching dozens of modified products and a new generation of world-class engines and gearboxes; creating a world-class product R&D center with R&D investment of several billion yuan; creating three new platforms, the earliest platforms It will be launched in about a year and a half.

In the past five years, several dozens of new cars have invested hundreds of billions of yuan in R&D. To tell the truth, Chery is also very good at it.

For Chery, Chen Yining talked a lot, but when it comes to Guan Zhi, Chen Anning rarely commented.

At the end of last year, Guan Zhichang exchanged blood. Chairman of the original view of the car and CEO Guo Qian retired, the chairman of the office by Chen Anning took over, and formerly Guo Qian concurrently served as CEO, also from the former General China chairman Murphy served as. Sun Xiaodong, who jumped from Geely, was mainly responsible for marketing and sales. Recently, Guan Hong, the public relations director of Guanzhi Automobile, also left Guanzhi. With frequent personnel adjustments, Qoros sales are still low.

Observed is very troublesome? Chen Anying did not think so. He told reporters that Chery, Chery, Jaguar, Land Rover, and Kuanzhi, which he worked for, all said that "the foundation of Guanzhi is the best and there is no burden, so the difficulty is also the smallest." He gave an example, Chinese car companies did not have a real car repair platform. , but Guanzhi has truly done it.

In the face of Chery’s “college entrance exam”, Chen Anning has enough confidence, but Chery has to go to a class of colleges and universities, and admitted to a prestigious university. Obviously, it needs to redouble its efforts. Compared with other “classmates” in the self-owned brand camp, Chery has gained the competition through positive development, but only by digging into the potential of Ariza, Chery who walks on both legs of the sedan and SUV will run faster in order to catch up. Joint venture car prices.