"Second rate technology of making, but top ranking ability of marketing", this is primarily what American evaluated Toyota, now, no one says that again. Even, glories like Technological Nissan, have now got eclipsed, few of local Japanese residents can still remember Nissan's this old slogan, but mentioning Toyota fills them with admiration.
Not every tech of Toyota can be ranked top in the world, even some of them are imitations, like VSC; some of them are integrations of new techs and old ones, like VDIM; even Toyota's GOA car skeleton, I feel nothing extraordinary, its feature of high cockpit strength and high energy absorption efficiency, has been Japanese cars common character. But the feel Toyota gives you is that, he generated an era.
While the homogenization trend of world's technology is getting more and more clear, marketing shows its significant function. In winning market, Toyota walks far ahead of others. Now, he got a new successor—Chery.
It's not kidding, when Chery rushed into top 5 of China's automobile market, almost no one was not surprised, only years of time, Chery is no longer that hypogenetic calf, he has became a rutting bull, who has once nearly been doctored by China's industry policy. But many a time has he got out of way, now it's time for him waving its machete to slaughter his enemies.
Almost all journalists feel painful about Chery's thick propaganda attack, when their mail boxes were full filled with Chery's public relation documents, they start to block without any guilt. It was nothing about working performance, because of everything happens to Chery, can be made public in a very short moment. When Chery makes people accept its view of nation passively, he has become an expert of marketing.
Chery has a latent team for propaganda, they can design Chery's Myth depending on market‘s trail. Geely and Chery are both working as subtract provider, but Chery publish the news a step ahead, while Geely is doing this silently. It is exposured that Chrisler would gonna be bought by Chery as soon as Chrisler signed the contact of substraction with him. Another company who is now in the situation of be purchased is FIAT. To this kind of says which refer to the change of entire organizational structure, Chery dose not keep silent, instead, he published the words, in a noble gesture, that: we have no intension of purchasing this multinational companies.
Chery is not a public company, is his capital really this enough to expand his producing capacity, and dose he have the ability to purchase a multinational company? Up to year 2010, Chery plans to realize its manufacturing capacity of 1.2million finished cars 1.2million motors and 1.2million transmissions per year, compare with Chery's current relatively low profitability, it's not a easy aim to achieve.
With the help of government, national developing bank promised to provide Chery with 11.2 billion loan, actually, year 2005 and 2006, Chery has got about 20 billion loan and credit amount. With this great capital support, chery is walking faster and faster on his expanding way, however, Chery's board director Tongyao Ying still complains that, the interest of national supporting loans is even higher the commercial loans.
Under the support of a country, an enterprise can get a chance competing with no worries; under medias' appraisement, can expand its market more easily. The speed of publishing new cars makes people surprised, but its ability of combination with companies in and out of china really makes people admire.
"Top 500 car parts maker all over the world except Japan, are negotiating with Chery", Chery's sales vice executor said smartly. But it's funny that, the shell module and body automatic welding line of Chery A5 are came from Japanese FUJI, and what's more, Chery even found its developing and consulting company so as to integrate Japan's automobile developing manufacturing management resources, and looking for Japanese automobile specialists.
Presently, key technologies of autos are Japanese, to self-brand companies who is surrounded by nationalism and who have no way but get relationship with Japanese companies, it would be a hard obstacle to overcome. Chery's persistent pursuing of technology is definitely to be respected, but its propaganda skill of skillfully making Japanese technology appears to be nothing can be really surprising.
If it isn't Chery's persistence in technology, Chery's fans wouldn't be so many. But as a matter of fact, Chery's marketing ability is much more valuable for researching. Such as, while people feel unbelievable to self-brand products, Chery make a global call-back action to part of its Tiggo products. Someone said that Chery is doing something show, but this show is done not only smart but also international styled.
So as to get rid of the situation of main products targeted at low price market, Chery plans to transfer its product to middle or high positioned car series. The CROSS before, on accounts of high level change of its enterprise structure and immature marketing reason, missed that good chance. But Chery nowadays, obviously wasn't the one who only sales low price cars, with the procedure of its clearly international image transforming, he can make the dream of high class car can sales will true by no means of purchasing foreign companies.
Still remember at that time when Toyota wasn't recognized by American, they made a directed accidence, in which no crew was hurt, American people are shocked by Toyota, and purchase Toyota's cars in large bulk. And Toyota cleverly used American's money well, they pay great deal of money in R&D. At the time Toyota was unbreakable, those people who once doubt have no word to say, all they had were illusion and envy.
Chery nowadays, obviously just like Toyota's successor, he not only inherited Toyota's marketing ability but significantly, he never ignores R&D. only by this, we can forgive many of its shortness. I think, "Chery is goona be China's Toyota" isn't a word from Arabic stories, now, Chery has a enviable Toyota styled appearance already, what he only lacks, is Toyota's composure and introversion.
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Destiny willed.
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