What about Chery Automobile Co., Ltd.?

At present, Chery, the fastest-growing independent development enterprise in China, is often referred to as a "dark horse" in media reports, because this enterprise that produces its own brand cars seems to suddenly emerge from the ground and has started explosive growth since its birth.

Chery Automobile Co., Ltd. originated from the automobile project of Wuhu Municipal Government in Anhui Province. Wuhu local government has wanted to do automobile projects for a long time. 1992- 1993 during the period of overheating, a village-run factory in Wuhu knocked hundreds of cars a year, which was the output value of more than one billion. This phenomenon has attracted the attention of the leaders of economically backward local governments, and the idea of drying cars has emerged. The original plan was to cooperate with FAW, but I found that the other party didn't put themselves in the eye at all, and finally decided to do it myself. Looking back at history, the biggest driving force for Wuhu automobile project to evolve into an independent development enterprise comes from ignorance (simply considering the difficulty of making a car) and profit-driven (the car was a high-profit industry at that time). But the ignorant are fearless. Today's Chery leaders are no longer ignorant, but the spirit of daring to think and do has penetrated into the organizational genes of this enterprise and continues to carry forward.

The leaders of Wuhu, Anhui Province, who wanted to go to the automobile project, learned that an engine production line of Ford in England was to be sold during the inspection of European automobile industry in May 438+0995+10, so they seized the 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 the internal code of this project is' 95 1 Project' (that is, the number one project in Anhui during the Ninth Five-Year Plan period), and the public name is' Anhui Auto Parts Industry Company (Preparatory Office)', which has always kept a low profile. It can be seen from this mysterious code name that Anhui Province must have secretly given support to this project.

In an economically backward area like Wuhu, it is not easy to find people who can make cars. 1995, when the Wuhu delegation visited FAW, they found Yin, a fellow villager. Yin 1983 graduated from Hefei University of Technology, majoring in automobile engineering, and then worked in FAW 12.5 years. He used to be the workshop director of FAW-Volkswagen, and was elected as "Top Ten Outstanding Youth" of FAW, which made him famous in FAW. Wuhu "stalked" after discovering this geographically related talent, and strongly invited Yin to come back to Wuhu to preside over the automobile project. Moved by each other's sincerity, I finally accepted Yin's invitation. When Yin went to Wuhu to form a team, there were eight people in the whole project, which was later listed as "Eight donkey kong" by Chery history. The core team after the Eighth donkey kong was more than 50 people gathered at 1997. Among them, Lu Fujun, the car body minister, and Gao Lixin (Da Gao), the project manager of the son of the Orient, were Yin's classmates at the Polytechnic University and were "cheated" by Yin. Minister Lu was originally in Anhui An Kai Bus Company, and Yin was the first to find him. They broke their fingers and "counted" which of the classmates was still doing technical work, so they remembered the high school who had worked in Shijiazhuang Automobile Factory. They still remember that Yin stood in an open field full of weeds and excitedly told them where the engine factory, the center and the assembly factory were ... although these were pies drawn out of thin air. As Da Gao said, Chery's biggest attraction is that it can drive its own car. What impressed him was not the pie Yin painted on the wasteland, but the Chery prototype he was led into the shed to see. 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 50 people at that time. Gao Xinghua (Gao Xiao), qq Project Manager, 1997, graduated from Hefei University of Technology, majoring in automobile. He was attracted by Yin at the job fair and joined Chery after persuasion. Taking advantage of his relationship in FAW, Yin also invited some people from FAW to help. It is said that FAW still has 100 people working in Chery.

1996, in order to produce the first car, Chery imported an engine and a production line from the British Ford company for 25 million dollars. The import contract was signed according to the "turnkey project", and the British side sent more than 20 engineers and technicians to take charge of the installation. But these people are slack, their work is not good, and their engineering technology is complex and difficult. Later, they could hardly do it, and they were about to become a semi-finished project, but they refused to stop. In this case, either continue to let them wander, as for which year to "turn the key", no one has a bottom; Or simply let these British people return to China in advance and clean up the semi-finished projects themselves. However, it is too risky to do it yourself. Yin really can't stand waiting for the unknown. On second thought, he decided to take a bold risk. Zhan Xialai, secretary of the municipal party Committee, asked Yin gravely, "What if I can't do it?" Yin replied without hesitation: "If you can't, jump on the Yangtze River!"

From 65438 to 0997, after extensive mobilization meeting, Chery people began to go all out to clean up the mess left by the British.

1March, 997 18, the workshop of Chery engine factory began to level the land, and the first pillar of the factory was erected, which marked the start of Chery's construction.

1May, 199918th, after finally overcoming all kinds of unimaginable difficulties, Chery's first engine was officially rolled off the production line and successfully ignited. When the production line was completely installed, the British withheld $4 million on the grounds that they did not complete the task according to the agreement and did not spend it.

199965438+On February 8th, the first painted car body rolled off the assembly line, and the whole Chery car was ready to go.

199965438+February 8, a memorable day, Chery's first vehicle finally landed.

On May 9, 2000, Sichuan Jieshun Company became the first dealer of Chery Company, ordering 100 vehicles for the first time. Since then, Chery Automobile has officially entered the market.

In 2000, Anhui Auto Parts Co., Ltd. produced more than 2,000 cars. In order to make this unlicensed automobile production enterprise survive, with the help of Anhui Province and Wuhu Municipal Government, Chery Automobile was designated as a taxi in Wuhu and obtained a license.

The cars produced by Chery, whether they meet the safety standards or not, are illegal because they are not listed in the national automobile 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 a negotiation with "China characteristics", a completely unequal negotiation. Because the card in SAIC's hand is Chery's life and death card: if you don't join SAIC, you won't have an account. Finally, the two sides signed the Agreement on the Transfer of State-owned Assets, and Chery agreed to transfer 350.4 million yuan (accounting for 20% of the registered capital) of assets 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, SAIC said a lot of "no" to Chery. For example, Chery can't use SAIC's sales network, and Chery can't learn SAIC's management experience ... All these things will only happen in China, a country where any "miracle" can happen.

200 1 1, Anhui Auto Parts Co., Ltd. was officially renamed SAIC Chery. Chery Automobile also got the "7-prefix" catalogue published before the cancellation of the last National Machinery Bureau. Since then, all models of Chery automobile have been marked with the logo of "SAIC Chery" in the upper left corner of the rear, which makes many car buyers mistakenly think that this is a car produced in Shanghai. The word "SAIC Chery" has given this new enterprise a good market image, which is also the biggest benefit Chery gained from joining SAIC. In the same year1October 27th 10, the first batch of 200 Chery cars were exported to Syria via Tianjin Port.

Not to mention whether Chery's automobile export behavior is a kind of hype, just saying that a "wet behind the ears" automobile enterprise that has just produced automobiles for one year has actually achieved a "zero" breakthrough in China's automobile export, which cannot but make people feel heartfelt admiration. What's more, Chery actually set a record for the first export automobile assembly plant in China. From July, 20001year, after nine field visits by the other party, Chery Company and skt Company of Iran established cooperative relations at the end of 20001year.

Skt is the main parts manufacturer of two Iranian automobile manufacturers, and has gradually developed into the vehicle industry in recent years. After more than a year of examination and approval, this project was approved by the Iranian government at the end of 2002, and it is also the first vehicle project approved by the Iranian government in the past 20 years. Since then, Chery signed a contract with skt Company in February 2003, in which Chery provided technology transfer and factory design, and established an automobile assembly plant for skt Company in Mashhad Province in northeast Iran, including four processes: stamping, welding, painting and final assembly. The design capacity of the first phase of the project is 30,000 vehicles.

On June 26, 2003,165438+1October 26, 2003, Chery and skt company formally signed the purchase agreement of equipment and ckd parts in Wuhu. According to the agreement, it is estimated that by June 2004, Chery will export ckd parts to Iran in batches for assembly, mainly producing Chery a 1 1 model (Fengyun series) and subsequent improved models. It is worth mentioning that the assembly plant exported by Chery is mainly made in China. Following the successful implementation of the cooperative factory building project in Iran, Chery will also cooperate to build factories in Venezuela and Pakistan through ckd.

200165438+on February 8th, the 30th car of Chery rolled off the assembly line, which was really a miracle for a company that just started to produce cars. Chery's "Fengyun" can really be said to be "shocking the listing". The prototype of this car is Toledo, Spain, equipped with a 1.6-liter engine, which belongs to the same grade as Santana, Jetta and Fukang, but the price is nearly 1/3 lower, and it received enthusiastic response as soon as it went on the market. In 200 1 year, Chery Automobile sold 28,000 vehicles, with sales reaching more than 2 billion yuan.

Because of the importance of mastering the engine, Chery launched a plan that shocked China's automobile industry: during 2002-2003, it entrusted Austrian avl company to design 18 0.8-4.2-liter engines, all of which met Euro IV emission standards; Accordingly, Chery Automobile Research Institute established a technical team of engine parts with as many as 200 people before June 65438+February 2003. These engines are being tested on Chery's 65,438+00 world-class engine test bench, and will be gradually used on Chery's models from 2004. At the same time, Chery also established a joint venture with Fuzhen Company in Taiwan Province Province, and gradually mastered the mold manufacturing technology. Chery's engine plan and mold plan are the preliminary preparations for its rapid growth. It can be predicted that in 3-5 years, Chery's models will increase greatly and its technical level will be improved accordingly.

Just when Chery was just getting on the right track, the company lost no time in starting its second venture. 20065438+0 65438+February 15, the second phase of the company officially broke ground, marking the beginning of Chery's second venture.

In May, 2002, Chery became the winner of the first automobile side impact test in China. In September, Chery became the first vehicle manufacturer in China to pass the international standard of iso/ts 16949. In June+10, 5438, Chery invested 700 million yuan to introduce the world's most advanced painting production line from durr, the most famous professional manufacturer in Germany. It is said that there are only five such production lines in the world, three of which are distributed in Europe: Volkswagen two, BMW1; Two of them are located in Asia: Shanghai Volkswagen 1, and the second one is located in Chery.

2003 was the most glorious year for Chery. On March 1 day, the100th car rolled off the assembly line.

In 2003, 90,367 vehicles were sold, with sales of at least 8 billion yuan. This year, Chery launched three brand-new models in one breath: qq, Son of the Orient and Yun Qi.

It is worth mentioning that Yun Qi is equipped with a world-famous engine, and this 1.6-liter engine was rated as "one of the top ten engines in the world in 2002", which has been mounted on BMW MiniCooper sports car, Chrysler PT rambler and other world-class models. Maximum power is 85KW, 0 to 100km acceleration time 10.5s, 90km/h. ..

On April 15, 2004, the 200,000 th Chery car rolled off the assembly line, and the first son of the Orient rolled off the assembly line with 2.0 mt SAIC Chery Automobile Co., Ltd. has only been listed for more than three years.

Although Chery is supposed to be careless, it is China people's own national brand that is still making history. With the rapid development of enterprises, there are many problems that need to be solved urgently. The company now has nearly 10,000 employees, with an average age of 23, and no retired employees. This has both advantages and disadvantages. Because there are a large number of unskilled workers on the production line, management and quality need to be improved urgently. At the same time, due to the increasing scale of enterprises, corporate culture and ideas also need to be changed.

These problems can't be solved overnight, and they need the unremitting efforts of Chery people. "Constantly promote the spirit of Chery, the spirit of small grass houses and the sunshine project. Chery's advantages and disadvantages are obvious. If the spirit is lost, Chery will have no advantage. " This is the words of the executive deputy general manager of Chery Company, which speaks the spirit of Chery.

The singularity of Chery has a special meaning. "Rui" means "good luck", which together means particularly good luck. I sincerely hope that Chery can realize its dream, which is also the dream of China to create its own automobile brand.

On August 28th, 2004, Chery held the listing ceremony of Yun Qi CVT in Dalian. At this point, after Fengyun, qq, Son of the Orient and Yun Qi, the Chery family has added a heavyweight cvt member.

On September 15, 2004, the prices of Chery Oriental Son 2.4at series, 2.0at series and manual two-color Yun Qi cars were reduced across the board, with the highest price reduction reaching 27,000 yuan, with the highest drop of 15.70%, which is the biggest drop of mid-to high-end cars since 2004.

On the afternoon of June 5438+1October 9, 2004, Chery qq automatic transmission held its national launch ceremony in Chengdu. Chery announced that the market price of this model is 6280 1 yuan, which is more expensive than its direct competitor SAIC-GM-Wuling spark automatic transmission 1 yuan. This interesting pricing has also become the first time for independent brands to challenge joint venture brands. The concept of amt automatic transmission introduced by qq for the first time has also become the "first time" in China and has been recognized by market consumers.

In 2004, when the sales volume was bleak, Chery sold less than 90,000 vehicles, which was undoubtedly a great challenge for Chery, which had a shaky foothold. In 2005, Chery doubled its sales plan to 6.5438+0.8 million vehicles. In order to reach this figure, on the last day of 2004, Chery launched the "Passion 05" activity. Including the trilogy of shocking price, shocking technology and shocking service. In the first price shock action, Chery Automobile adjusted the price across the board, with the highest price reduction of 32,700 yuan and the price reduction range of 30. 1%. The lowest price of qq is only 29,800 yuan. This officially blew the charge horn of Chery in 2005.

On February 27th, 2006, Chery Oriental Son 05 was officially listed, and it made more than 60 technical improvements on the basis of the old Oriental Son. Chery has never given up the brand with good sales performance, and constantly introduced new models to improve quality.

On March 22nd, 2006, Chery's first SUV, the Tiggo, was officially launched. This model, which has both car pedigree and suv appearance, seized the blank in the domestic market as soon as it went on the market. Up to now, Tiggo has three displacements of 1.6, 2.0 and 2.4, and also has various specifications of 2-drive and 4-drive, automatic transmission and manual transmission. And with excellent cost performance, it has successfully entered the top three in this level of market.

On March 26th, 2005, Chery's first high-performance engine rolled off the production line, which marked a "zero" breakthrough for Chery in R&D and core parts manufacturing, and also a "zero" breakthrough for China in core parts manufacturing. As early as 2002, Chery officially planned and started the R&D project of three series and *** 18 all-aluminum engines, from 3 cylinders to V-8 cylinders, from gasoline to diesel, the displacement rose from 0.8 liters to 4.0 liters, all of which met the Euro IV emission standards. The goal of engine research and development with high starting point, high standard and high foresight is not only to meet the demand of future domestic market, but also to consider Chery products entering the markets of developed countries such as Europe and North America. It will end the tinkering state of engine research and development in China for decades and become a "zero" breakthrough.

On April 24th, 2005, Chery exhibited the future models such as M/KOOC-0/4, B/KOOC-0/3, B/KOOC-0/4, S/KOOC-0/6 in one breath at the Shanghai Auto Show, becoming the most eye-catching self-owned brand automobile enterprise at this exhibition.

In the past 2005, Chery's sales increased greatly. Yin, Chairman and General Manager of Chery Company, also won the title of "Person of the Year in 2005". Chery withstood the huge pressure brought by the decline in sales in 2004 and successfully passed the first challenge.

At the beginning of 2006, Chery released another bombshell: it greatly adjusted its Fengyun and Yun Qi models. These two will be merged into one series: New Yun Qi. In the future, the high-end models of New Yun Qi will use the engine of tritec of Yun Qi, and the low-end models of New Yun Qi will use the current sqr480 engine.

Then on June 65438+1October 10, the long-awaited first model a520 of Chery A5 series was announced. Chery officially launched an impact on the A-class family car market. At this point, Chery has five series of models, ranging from mini cars to urban leisure SUVs, which makes Chery have a relatively complete product structure.

On February 22nd, Chery and Chery Scholarship launched 06 "The Son of the East" in Beijing. This top-level Chery model continues its road of continuous improvement and perfection. Then on March 4th, Chery announced that Tiggo would reduce its price by 65,438+0,000 yuan. Tiggo's cost performance in this level of market has been further improved, becoming another sales growth point of Chery.

3. On the day of15, Chery Automobile released a refreshing "3 15 service strategy" and the first service brand in the national automobile industry-"Happy Experience". At the same time, Chery also announced that starting from March 15, the price of 8,608 kinds of Chery spare parts will be lowered by 30. 1% on average. This is another large-scale price adjustment of spare parts for Chery Fengyun series cars since the price of spare parts was lowered by 20% in 2003.

March 25th, 2006 is a day recorded in the history of China automobile industry. Chery's 500,000 th car officially rolled off the assembly line in Wuhu. It took 10000 to 200,000 vehicles 13 months, and now it takes only 23 months to go from 200,000 to 500,000 vehicles. Chery, a cutting-edge automobile industry, has grown into a pillar enterprise of China's own brand and one of the mainstream automobile enterprises in China.

On June 1 day, qq, which has been selling over 10,000 yuan, launched the new model 06, equipped with Chery's brand-new 1. 1 liter cac472 engine, and Dongan engine completely withdrew from the qq series. At this point, the engine of qq series has completely realized independent research and development, which greatly improved the cost performance and market competitiveness of qq.

At the Guangzhou Auto Show on July 24th, Chery launched two heavy models: Tiggo 1.6 and a5 16. These two models with 1.6 displacement have good cost performance and are two attractive choices with 1.6 gold displacement. After the launch of these two models, the sales of a5 series and Tiggo series have been significantly improved, which will lay a solid foundation for Chery to achieve the sales target of 300,000 vehicles this year.