Information about Chery! The more detailed, the better ~

Chinese brand interpretation is strange and has a special meaning; Rui, which means "good luck", together means especially good luck.

English brand definition

CHERY is the English word CHEERY (Chinese meaning "Cheerfully") minus an "e", which expresses the idea that enterprises strive to pursue and never satisfy the status quo.

Chery logo interpretation

The whole logo is an artistic deformation of the English letter CAC;

CAC is the abbreviation of Chery Automobile Corporation Limited, which means Chery Automobile Co., Ltd. in Chinese;

A in the middle of the logo is a variant of the word "people", which indicates the company's people-oriented business philosophy;

The C characters on both sides of the logo surround upward, just like two arms of a human being, symbolizing a kind of unity and strength, and surround into an oval shape of the earth; The middle A extends upward at the break above the ellipse, which means that Chery has unlimited development, unlimited potential and unlimited pursuit.

The whole logo is a cross-deformed design of the letters W and H, which is the initials of the Chinese phonetic alphabet of the word "Wuhu", indicating that the company's production and manufacturing place is in Wuhu, Wuhu City, and the local government has been trying to do automobile projects for a long time. During the period of economic overheating in 1992-1993, a village-run factory in Wuhu knocked hundreds of cars a year, which was an output value of more than one billion. This phenomenon has attracted the attention of local government leaders who are suffering from economic backwardness, which has led to the idea of drying cars. The original plan was to cooperate with FAW, but found that the other party didn't put himself in the eye, and finally decided to do it by himself. Looking back at history, the biggest driving force for Wuhu automobile project to evolve into an independent development enterprise comes from ignorance (thinking about the difficulty of drying cars simply), but the ignorant are fearless. Today's Chery leaders are no longer ignorant, but the fearless spirit has penetrated into the organizational genes of this enterprise and continues to carry forward.

Enterprise Introduction

As early as January 1995, during the inspection of the European automobile industry, it was learned that an engine production line of Ford in England was to be sold, and the leaders of Wuhu, Anhui Province seized this opportunity to start the project. Due to the restriction of the national policy on the car project, it can only be carried out in secret, so when the project was started, it was internally code-named "Project 951" (that is, the number one project in Anhui during the Ninth Five-Year Plan period), and publicly called "Anhui Auto Parts Industry Company (Preparatory Office)", and it always kept a low profile. As can be seen from this mysterious code name, Anhui Province must have secretly given support to this project.

enterprise history

It is not easy to find talents who can do cars in an economically backward area like Wuhu. In 1995, a Wuhu delegation visited FAW and found a fellow villager Yin Tongyao. Yin graduated from Hefei University of Technology in 1983, majoring in automobile engineering. After that, he worked in FAW for 12 and a half years. He was once the workshop director of FAW-Volkswagen, and was elected as one of the "Top Ten Outstanding Young People" of FAW, which made him famous. After discovering this geographical talent, Wuhu stubbornly insisted on inviting Yin back to Wuhu to preside over the automobile project. Moved by each other's sincerity, Yin Tongyao finally accepted the invitation. When Yin arrived in Wuhu to form a team, there were eight people in the whole project, and later it was listed in Chery's history as "Eight donkey kong". The core team after the "Eighth donkey kong" was more than 5 people gathered in 1997. Among them, Minister Lu of Automobile Body Department and project manager Da Gao of Oriental Son are Yin Tongyao's classmates in Hefei University of Technology, and were cheated by Yin. Minister Lu was originally in Anhui An Kai Bus Company, and Yin first found him. The two of them broke their fingers and figured out who among the students was still doing technical work, so they remembered Da Gao, who had been in Shijiazhuang Automobile Factory. They still remember that Yin Tongyao stood on a clearing full of weeds and excitedly told them where is the engine factory, where is the R&D center, and where is the assembly factory ... Although these are all pie drawn out of thin air. As Da Gao said, the biggest attraction to Chery is to be able to drive your own car. What impressed him was not the pie Yin Tongyao painted on the wasteland, but the Chery prototype he saw when he was led into the shed. At that time, he only felt that his eyes were shining and the meaning of life was just that, so he joined this team with only 5 people at that time. Xiao Gao, the project manager of QQ, graduated from Hefei University of Technology with a master's degree in automobile major in 1997. He was targeted by Yin Tongyao at the job fair and was persuaded to join Chery. Taking advantage of his connections in FAW, Yin Tongyao also invited some people from FAW to help. It is said that more than 1 people from FAW are still working for Chery.

in p>1996, the "951 Project" purchased the engine product technology and a production line of the British Ford Company for $25 million. At first, the British sent more than 2 people to help with the installation, but these people were lazy and drank at night. Yin Tongyao simply asked the British to return to China ahead of schedule, and at the same time withheld the payment of $4 million on the grounds that they did not complete the task according to the agreement. Get rid of the British and do it yourself. When the production line is completely installed, the withheld $4 million has not been spent.

Since then, the resume provided by Chery is: Chery Automobile Company broke ground on more than 8, square meters of land in Wuhu Economic Development Zone in March 1997; Anhui Auto Parts Industry Company with registered capital of 1.752 billion yuan invested by five companies affiliated to Anhui Provincial Government and Wuhu Municipal Government was formally established at the same time. In October of the same year, the engine workshop (with a building area of 75,6 square meters) was completed and put into use; After 13 and a half months of installation and debugging, the first engine was successfully rolled off the assembly line in May 1999 and successfully ignited once. In September 1999, CAC478/48 engine passed the product appraisal at one time.

this report may conceal two facts. First, the investors of this project may not have been able to pay so much money at that time. Because the national industrial policy at that time required the newly-built automobile enterprises to be affiliated with large groups, this new enterprise that emerged from Wuhu, Anhui Province had enough motivation to make itself bigger so as not to be disdained by large groups; In addition, the industrial policy also has restrictions on the investment threshold of automobile projects, and the investment of less than 1.5 billion yuan is not allowed at all. Second, Chery people introduced the company's history and always said: At the beginning of the project, they just wanted to produce automobile engines, but when they got on the engines, they had to find a market, so they naturally entered the whole vehicle manufacturing. In fact, from all angles, it is enough to judge that the goal of "951 Project" is to build a complete vehicle from the beginning, and the engine project is to build a complete vehicle. So at that time, while implementing the engine project, the whole vehicle project has also started.

in fact, Chery's first car was planned in 1995. This model (Fengyun) is an imitation of the chassis of Jetta. Yin Tongyao worked for Jetta in FAW-Volkswagen and knew the chassis technology of Jetta like the back of his hand. The car body was also designed on the basis of imitation, and then a Taiwan Province mold manufacturer, Fuzhen Company, was invited to develop the mold. Chery invited an old engineer retired from FAW to Taiwan Province to monitor the mold development process. When the first unpainted body-in-white was pressed during the mold test, the old engineer who came out of the mountain again to build a China car burst into tears on the spot.

In March 1998, before the prototype car came out, the construction project of Anhui Auto Parts Industry Company's automobile factory (including four production lines of stamping, welding, spraying and final assembly) had already started (it can be seen that the "951 Project" has been planned for a long time). In December 1999, the first car of Anhui Auto Parts Industry Company rolled off the assembly line. In 2, Anhui Auto Parts Co., Ltd. produced more than 2, cars. In order to make this enterprise without a license to produce cars survive, with the help of the governments of Anhui Province and Wuhu City, Chery Automobile was designated as a taxi car in Wuhu and licensed.

however, whether the cars made by Chery meet the safety standards or not, they are illegal because they are not listed in the national catalogue, and are required to stop production by the relevant state departments. After many efforts, under the coordination of the State Economic and Trade Commission, Chery negotiated to join SAIC. This is an unequal negotiation, because the card held by SAIC is Chery's life and death card: if you don't join SAIC, you won't have an account. Finally, Chery agreed to transfer the assets of 35.4 million yuan (2% of the registered capital) to SAIC for free, but Chery put forward the principle of "four noes" to SAIC, that is, no investment, no participation in management, no risk and no dividend. In fact, there are many "no" in turn. For example, Chery, the sales network of SAIC, cannot be used; Chery can't learn from SAIC's management experience ... Obviously, SAIC didn't take Chery seriously at that time.

in January p>21, Anhui auto parts co., ltd was officially renamed as SAIC Chery. Chery cars have also been listed in the vehicle production management catalogue published last time before the National Machinery Bureau was revoked, and obtained the long-awaited "7-prefix" catalogue. Since then, all models of Chery automobile have been marked with the logo of "SAIC Chery" in the upper left corner of the tail, which has led many car buyers to think that this is a car produced in Shanghai. The word "SAIC Chery" has given this new enterprise a good market image, which is the biggest benefit Chery gained from joining SAIC.

Chery's "Fengyun" can really be said to be a "shocking listing". This is a generous sedan with a 1.6-liter engine, which belongs to the same grade as Santana, Jetta and Fukang, but the price is 1/3 lower, and it received enthusiastic response as soon as it appeared in the market. In 21, Chery sold 28, cars, with a sales volume of more than 2 billion yuan. In 22, Chery sold 5, cars with sales of more than 4 billion yuan.

As Fengyun opened the market at once, Chery quickly embarked on the track of mass production. Chery can do this because it has used the supporting system that has been developed for the localization of imported models in China. Some rumors in the media said that Chery "copied" Volkswagen's spare parts supply system, which angered the public. This statement is inaccurate. In fact, the reason why Volkswagen caught the handle was that there were parts printed with Volkswagen logo on the early Chery cars. This is not that Chery intentionally infringes on the intellectual property rights of the public. It can only be said that the supporting system management was not perfect when it was in its infancy.

Enterprise Status

The event that Chery really had a shocking impact on the China automobile market was the launch of three new models in one breath in 23, namely QQ, Oriental Son and Qiyun. On January 17th, 24, Beijing Asian Games Village Auto Market announced the top ten best-selling models in Beijing market in 23 (859 models sold in Asian market in that year were ranked according to sales volume, so the winners were all selected by consumers by "currency voting"), and both Geely, Meiri and Chery QQ were selected. According to the next day's Beijing Times, "Chery QQ is the most outstanding among the top ten best-selling models. It has been on sale in Beijing for only four months from September last year to the end of the year, but it has been able to squeeze into the top ten, and its achievements are very eye-catching".

the son of the orient, which also went public in June, also won applause. In January, 24, after counting the votes of more than 5, readers and netizens, the son of the Orient was ranked in the "Top Ten My Favorite Family Cars in 23" of Beijing Morning Post.

in fact, when Fengyun was just put into mass production, Chery began to plan new models. A new enterprise launched three new models less than three years after the first model was made in 2: Why can Chery's technical ability be improved so quickly? It turned out that the three new cars launched by Chery in 23 were technically developed by an elite force from the Second Automobile Company.

At the end of p>2, more than a dozen R&D engineers from the Technical Center of No.2 Automobile Co., Ltd. were planning to leave. The direct trigger was that No.2 Automobile Co., Ltd., which was determined to take the road of joint venture, planned to cancel the Technical Center. However, these people were suffering from no place to go at that time, because it was difficult to find an auto company that wanted to develop independently in China. Later, when Chery knew about it, it invited them to join us. In July 21, the early personnel arrived in Wuhu, Anhui; In August, all 11 -12 people who planned to leave arrived in Wuhu. After these people settled down, they found a dozen colleagues from the former Second Automobile Technology Center who had been scattered abroad. As a result, an automobile development team of more than 2 people was formed. They are called "teams" because these technicians are not only a group of elite soldiers, but also the backbone of the development of cars in the Second Automobile Technology Center, and they have worked together for a long time, so they not only have their own strengths, but also have the tacit understanding and cooperation necessary for a team. Regardless of individual level, such a team needs years of cooperation to forge. In fact, many of them have been trained in France and are the backbone of the second automobile technology center in the field of car development.

why did these elite troops leave the Second Automobile Company? According to one of the leaders of this team (graduated from the Department of Automotive Engineering of Tsinghua University in 1993), the most fundamental reason is "the indifference of state-owned enterprises to technicians". The reasons he cited are: (1) The leaders of state-owned enterprises who are eager for quick success and instant benefit only focus on foreign technology and do not think their technicians are valuable, so the enthusiasm of technicians has not been brought into play. (2) State-owned enterprises do not respect the opinions of technicians. Automobile is a product with very complicated technology, and technicians must be respected in the development stage; However, state-owned enterprises are the will of the chief executive, and leaders often do not consider technical feasibility in decision-making. (3) Corruption is widespread in state-owned enterprises. Drawings need to be improved round by round to make progress, but suppliers always look for leaders to approve the notes, so that unqualified parts can get away with it; Technicians can only do worse and worse on defective parts. (4) There are always a group of idle people who don't work in state-owned enterprises, and they only talk sarcastically, which makes the working people feel frustrated. The final result of these factors is that everyone loses confidence in independent development. Therefore, the reason for my intention is the year after year's enterprising working atmosphere. As the only director of the R&D team of No.2 Automobile at that time who was under 3 years old (28 years old), he said excitedly, "I can see what I will look like when I am 4 and 5 years old when I am 3 years old."

this team accepted the task of designing new models for Chery soon after it was formed. They then worked hard for more than 8 months to design the son of the East and QQ. The reason why the development speed is so fast is that these technicians hold their breath, so everyone has no holidays, and they work every day except sleeping and eating. A designer once set a record of not sleeping for 48 consecutive hours. After completing the design tasks of Son of the Orient and QQ, the team improved on the basis of Fengyun and designed Qiyun. They also designed the T-11, the first SUV that Chery will launch to the market in 24, and the modification of another A-series car.

in April, 23, all members of this team had a meal together to celebrate the success of the design and trial production of new models. When the wine was full, someone asked everyone a question: If we were still in No.2 Automobile, or this group of people, would we be able to make two cars? In the end, everyone agreed that it could not be done! After they left, the original car independent development ability of No.2 Automobile basically ceased to exist. So, is the second automobile distressed by their departure? Did you stop them from leaving? This fact proves that as long as independent development is not carried out, design engineers have no price.