Core Insights - Chery Group reported a total vehicle sales of 233,607 units in June, marking a year-on-year increase of 16.6% [1] - The Chery brand sold 138,077 vehicles in June, with a cumulative sales of 737,170 units from January to June, reflecting a growth of 3.15% year-on-year [1] - The Aiyre series, particularly the Aiyre 8, has shown strong performance, with sales reaching 10,683 units in May, making it the second best-selling compact fuel vehicle in the 100,000 to 150,000 yuan price range [1][2] Sales Performance - The Aiyre 8 Pro, launched on June 19, is priced between 137,900 to 149,900 yuan and contributed to the sales growth during the 618 promotional event [1] - The Aiyre series has evolved from a focus on practicality to performance, with the Aiyre 8 positioned as a vehicle offering "30,000-level experience at a 10,000-level price" [2] Market Positioning - The initial Aiyre models emphasized practicality and cost-effectiveness, with the Aiyre 5 achieving significant sales success due to its competitive pricing and features [2] - The Aiyre series aims to attract younger consumers by enhancing its performance image and engaging with them through events that resonate with their interests [2] Competitive Landscape - Chery faces challenges in establishing a performance-oriented brand image, as it is still perceived primarily as an "economical" brand [3] - Competitors like Geely and Changan have made strides in the performance vehicle market, creating brand recognition that Chery needs to overcome [3] - The increasing importance of intelligent features in vehicles, highlighted by competitors like BYD and XPeng, necessitates that Chery enhances its technological offerings to remain competitive [3]
从拼实用到拼性能，奇瑞艾瑞泽破局的新打法