Ten-Years Innovation, One Million Chinese Cars
With the firm beats of the drum, “0”, “00”, “000”…”000000”, the figure finally frozen as “1000000” on the screen, in the twinkling of an eye, the entire hall burst into thunders of applauses---On August 22, 2007, Chery’s 1,000,000th car, Chery A3 was officially released offline at No.3 Final Assembly Plant of Chery Automotive Co., Ltd in Wuhu, Anhui Province, China. Board members of Chery were beating the drums to greet the coming out of the 1,000,000th Chery car. This was the day destined to be written into the history of Chery and the Chinese auto industry. It was the day when Chery’s 1,000,000th car was released offline and a Chinese auto brand had achieved the goal of 1,000,000 cars’ production for the first time. Widespread attention to the release of the 1,000,000th car Over 1,000 people inspected and took part in the release ceremony, including the leaders of the relevant ministries and committees of the state, the leaders of Wuhu Municipal Government, numerous leaders from auto industry, over 400 Chinese reporters having been paying close attention to Chery’s growth and its partners, suppliers and distributors both home and abroad. The world Olympic gymnastics champions Li Xiaoshuang and Li Dashuang and the former Chinese national gymnast Sang Lan were also present at the ceremony. Sang was granted a specially modified V5 car. Also, the armed polices of the National Flag Escort of the Tian’anmen Square Armed Police Detachment, came to attend the release ceremony and was granted gloriously the 1,000,000th car, Chery A3. The Olympic gymnastics champions Li Xiaoshuang and Li Dashuang and the former Chinese national gymnast Sang Lan were present at the ceremony The President and General Manager of Chery, Yin Tongyao, granted the 1,000,000th Chery car, A3 to the armed polices of the National Flag Escort of the Beijing Tian’an men Square Armed Police Detachment This ceremony was broadcasted live by AHTV, 31 provincial radio stations and 30 internet media companies to whole China, making a record of live broadcast scale in this industry since the founding of the People’s Republic of China. Meanwhile, nearly 500 Chery’s distributors across China would simultaneously hold celebrations in response to the ceremony to jointly witness the historical moment of great landmark significance with millions of Chery’s customers and the viewers concerned about Chery’s growth. Ten-year’s innovation, ten No.1 Since starting from scratch on March 18, 1997, Chery has built itself into a strong Chinese brand through independent innovation so as to form the complete R & D system and a strong manufacture capability, expanding its share in the domestic and overseas markets and creating ten No.1: Most innovative spirit: Chery has taken upon itself “independent innovation and striving for the best” since its establishment and eventually ranked itself stably among the first camp through unremitting efforts; Fastest growth rate: it took Chery 93 months only to accomplish the total output of 1,000,000 cars, making a record in the development of the Chinese or even the world auto industry. In export, Chery has accomplished an accumulated exports volume of 153,694 cars from 2001 to July 2007, topped all Chinese automakers in four consecutive years; Strongest independent R & D capability: Chery has gradually mastered the exploitation of technology and process by means of independent R & D and joint development so as to effectively reduce the R & D cost. Besides it has strengthened the systematic build-up of the capability of independent innovation so as to become the first Chinese automaker conducting independent R & D and forming the system; Automotive Engineering & Research Institute of Chery Most mature core technology: Chery has had a full command of the technologies for the production and manufacture of three core components (engine, transmission and chassis), reached the advanced world level and built up two engine brands (ACTECO and CAC). It now exports over 1,000 ACTECO engines to USA every month and signed a contract with Fiat, Italy on an annual supply of at least 100,000 ACTECO engines to Fiat. Highly automated ACTECO engine assembly line in No. 2 engine plant of Chery The most complete product lineup: Chery boasts a full variety of products, including mini cars represented by QQ3, QQ6 and A1, economical cars represented by Cowin and A5, SUV represented by Tiggo3, recreational cars represented by V5, and the products represented by Karry3 and Riich2 aimed at “Blue Ocean” marketing strategy. Chery’s various products play a role of industrial leader or price benchmark in their respective segment markets in China. Most sufficient human resources reserve: from the beginning of its business, Chery had attracted a great number of senior experts, managerial and technical elites from Chinese automobile enterprises by “brilliant career” and “sincere affection”; and numerous industrial experts from developed countries such as Germany, USA and Japan, and transnational enterprises. Also, it made great efforts in staff training by inviting consulting companies and industrial experts to give lectures and courses, sending a lot of talents abroad for training and cooperating with foreign famous design companies in training its own R & D team by means of a united design team so as to cultivate a vital force of independent development. Strongest manufacture capability: Chery, which has currently had two car plants, two engine plants, one gearbox plant, one Automotive Engineering & Research Institute, one Automobile Planning & Design Institute and other affiliated production and R & D units, boasts an annual output of 400,000 cars and 400,000 engines and 300,000 sets of gearboxes. The No.3 Car Plant is to be put into operation officially before October this year, then there will be an increase of 250,000 to 300,000 cars in annual output. Part of Chery (Birds-eye view) Clearest globalization strategy: in globalization strategy, Chery marches toward the international market in full wing through capital and technical cooperation with international first-class enterprises. Most attractive enterprise: since its establishment, Chery has been attracting the attention of the state leaders of China, members of the Standing Committee of the Political Bureau of the CPC Central Committee such as Wu Bangguo, Wen Jiabao, Jia Qinglin, Huang Ju, Wu Guanzheng and Li Changchun were all present at Chery for inspection in person. Besides, the leaders from Anhui Provincial Committee and Provincial Government visited Chery frequently to give advice on Chery’s development. Chery’s development draws extensive media attention. At the Beijing International Automotive Exhibition and the Shanghai International Automobile Exhibition each year, Chery attracts thousands of reporters from hundreds of media companies for follow-up coverage. Particularly, the overseas medias are paying close attention to each step of Chery’s development. Also, Chery’s development receives attention from a broad range of customers and cyber citizens, according to the search result of the powerful search engine “Baidu”, Chery stood out among all Chinese automakers. Most prestigious enterprise: since its establishment, Chery has consistently place social responsibility in the first place. From investing RMB over 5,000,000 in launching the “21st-Century Eastar Public Scholarship Program” in February 2006, to presenting a national flag security van to the National Flag Escort of the Tian’anmen Square Armed Police Detachment in June 2007, to the newly-launched “Program of V5 Financial Aid of RMB 1,000,000 to education”, to…Chery held highly the great banner of an automaker’s public welfare. In recent years, Chery has been granted over 100 prizes by Chinese government, the industry and all walks of life. Recently, Chery has been honored as one of the “Top 20 Most Globally Competitive Chinese Companies in 2007”. For that reason, Chery ranked 11th among the “Most Prestigious Chinese Enterprises” selected by Fortune. Vice President of Chery, Zhou Biren was announcing "The Program of Chery V5 Financial Aid to Chinese school education" One principle, one pattern Through the momentum of releasing the 1,000,000th car, Chery has been in the second phase of its development, namely continuing to adhere to opening-up and innovation, and building up independent international brands. Yin Tongyao expressed that Chery would focus on the global market by actively carrying out international cooperation and innovating cooperation modes so as to sharpen its global competitive edge. Regarding that, Chery has created three different approaches to international cooperation, namely expanding exports through international trade to open the international market; establishing the bases for the development of the international market through building plants overseas and marching into the global market in full wing through the capital and technical cooperation with international first-class enterprises. Since June 2007, Chery has successively entered into agreements with US Quantum, Chrysler and Italy Fiat. “China Chery” has become a worldwide focus. Thus, the trend of the Chinese auto industry is shifting from “market for technology” to “technology for market” Since involving in global development in 2001, Chery has exported its cars to 56 countries and built 7 plants in six countries (Russia, Ukraine, Iran, Egypt, Indonesia and Uruguay), and is proposing to build another 14 overseas plants by 2010 and reach a total exports volume of 400,000 cars. Chery has carried out international cooperation on the entire industrial chain by having sound international cooperation with world top 500 enterprises such as Bosch, Siemens, Delphi, Marelli, Johnson Controls and ArvinMeritor in the R & D and parts fields. The release of the 1,000,000th car was a substantial result of Chery’s arduous innovation in the past ten years and a watershed of the development of the Chinese auto industry. We have every reason to believe that Chery will, together with other Chinese brands, strive to reverse the trend of "world cars prevailing in the Chinese market" to “Chinese cars prevailing in the world market".