2月6日，以"王者归来快乐加倍"为主题的2026奇瑞QQ快乐之夜暨全新QQ3盲订活动在安徽芜湖奇瑞龙 山试验中心举行。伴随"QQ"这一经典国民小车IP正式回归，奇瑞汽车股份有限公司（以下简称"奇 瑞"）同步发布AI智趣纯电轿车——全新QQ3，并开启盲订通道，试图以电动化与智能化的技术升级， 叠加用户共创与IP联动的情绪价值供给，在新一轮小车竞争中重塑"国民小车"的价值坐标。 为把"快乐加倍"从口号落到可感知的用户体验，奇瑞在发布会上同步推出多项围绕"情绪价值"的运营设 计：其一，打造"情绪精灵"这一IP形象，在车内作为虚拟数字伙伴、在车外延展为潮玩手办与生活好 物，强化"陪伴"属性；其二，启动QQ共创计划，提出"造车权应该在用户手上"，车色、内饰乃至专属 语音包等都将纳入共创范围；其三，发起"笑容绽放计划"，以公益活动传播"快乐内核"；其四，承载老 车主记忆的"QQ小学"重新开学，并以"快乐运算法"为核心组织车友活动，形成更具社群粘性的用户文 化场域。 产品层面，全新QQ被定义为"品学兼优"的新世代小车，强调以智能制造与全球验证体系夯实"底盘能 力"，再以智能化座舱与辅助驾驶强化使用体验。资料显示，全新QQ诞 ...

Core Viewpoint - The core philosophy of Chery's marketing emphasizes that "products are the ship, and marketing is the sail," highlighting the importance of product quality and user experience over mere marketing tactics [1][4]. Group 1: Product and Marketing Strategy - Chery's marketing strategy is focused on returning to product quality and user experience, asserting that marketing should authentically reflect issues rather than relying on short-term effects [4]. - The "Old Ox Culture" of Chery promotes long-term value and continuous iteration, aiming to create high-quality, cost-effective products that resonate with consumers [4]. - The younger consumer demographic is less sensitive to brand reputation and more focused on the balance of price and quality, necessitating that Chery provides products that meet these expectations [4]. Group 2: Product Launch and International Presence - At the Shanghai Auto Show, Chery showcased 53 new models across its five brands, demonstrating significant product launch capabilities [6]. - Chery's participation in international events has increased, with over 5,000 overseas guests expected at the 2025 Shanghai Auto Show, indicating a strong push towards global market engagement [6][7]. - The company aims to enhance the global perception of Chinese automobiles, allowing international audiences to experience the diversity and quality of Chinese automotive products [7].

Group 1 - The core focus of Chery's IPO is to raise funds for expanding its product lineup, enhancing core technology capabilities, and executing global strategies [1][3] - Chery submitted its IPO application to the Hong Kong Stock Exchange on February 28, 2023, and is currently in the silent period of the listing process [1][3] - The company aims to utilize the raised funds for research and development of various passenger vehicle models and to improve production facilities [1][3] Group 2 - Chery exported approximately 255,000 vehicles in the first quarter of this year, with total overseas sales reaching 1.1446 million units last year [3] - The Shanghai Auto Show 2025 highlighted Chery's internationalization efforts, with the company inviting a record 5,000 overseas guests and partners [3][4] - Chery showcased multiple brands and new models at the Shanghai Auto Show, including the all-new QQ and the瑞虎9L concept car, indicating a shift towards becoming a global technology mobility enterprise [4]

Group 1 - Chery Group showcased 53 models from its five brands, including Chery, Exeed, Jetour, iCAR, and Zhijie, at the 2025 Shanghai International Auto Show [1][3] - The new Chery QQ targets the A0 electric vehicle market, featuring a classic design and a user co-creation plan set for May [3][5] - The Fengyun A9, a C-class sedan, has received over 53,565 orders in 35 days since its blind booking, with a limited release of 5,000 founder editions [5][7] Group 2 - In Q1 2023, Chery Group achieved a record sales volume of 620,000 vehicles, with 255,000 units exported, maintaining the top position among Chinese automakers in exports [9] - Chery's chairman emphasized the company's commitment to "four modernizations": electrification, intelligence, low carbon, and internationalization, with a record 5,000 overseas guests at the auto show [9] - Chery introduced its "Land, Sea, and Air" technology system, showcasing products like the Kunpeng super hybrid system and amphibious vehicles [9]

Core Viewpoint - Chery has transformed from a "follower" to a "definer" in the global automotive industry, showcasing its technological advancements and redefining the global image of Chinese automobiles through its "Technology Going Global 3.0" strategy [4][17]. Group 1: Chery's Global Presence - The Shanghai International Auto Show attracted significant attention to Chery, with over 5,000 overseas guests and industry media representatives, highlighting the company's growing global influence [1][4]. - Chery's exhibition showcased various technological innovations, including the Kunpeng engine with a thermal efficiency of 48%, and the amphibious vehicle Jetour Zhenghong G900, demonstrating China's comprehensive technological capabilities [1][15]. Group 2: Evolution of Chery's Global Strategy - Chery's international expansion can be categorized into three phases: - Phase 1 (1.0): Product export phase, focusing on cost-effectiveness to enter international markets, with over 1 million vehicles exported from 2001 to 2010 [5][7]. - Phase 2 (2.0): Localization phase, emphasizing ecosystem development and establishing local production bases to enhance brand recognition and market share [7][8]. - Phase 3 (3.0): Technology innovation phase, where Chery transitioned from selling products to exporting technology standards, establishing a global integrated system of R&D, manufacturing, supply chain, and service [8][9]. Group 3: Technological Advancements - Chery has achieved significant technological milestones, including the launch of the Kunpeng engine, which surpasses competitors like Toyota and Volkswagen in thermal efficiency [12]. - The company has established a robust global R&D network with over 29,000 patent applications, positioning itself as a leader in automotive technology [12][15]. Group 4: Market Performance - In 2024, Chery's total sales reached 2.604 million vehicles, with exports of 1.14 million units, setting a new record for Chinese automotive exports [11]. - The brand value of Chery increased by 163%, ranking it among the top three in the Chinese automotive manufacturing industry, reflecting its enhanced market influence [10].

Group 1 - Chery Group showcased 53 significant models at the Shanghai Auto Show, highlighting new technologies and product offerings, including the all-new QQ and the sci-fi inspired Fengyun A9 special edition [1] - The theme of Chery's exhibition was "Chinese Cars, Global Champions," reflecting its explosive growth in sales, particularly in overseas markets, where it has been the top exporter of Chinese self-owned brands for 22 consecutive years [3][5] - Chery's global cumulative car users have exceeded 16.3 million, with over 4.7 million users overseas, attributed to its "four developments" strategy tailored to local consumer needs [5] Group 2 - Chery began its export journey in 2001 with 10 Fengyun cars and has since expanded to exporting engines to over 80 countries, with a projected milestone of over one million vehicles exported in 2024 [6] - The Chery Tiggo 5X recently achieved its one millionth export, joining the ranks of the Tiggo 7, while the company maintained its position as the leading Chinese car exporter in the first quarter with 255,465 vehicles exported [8] - Chery's sales in the first quarter reached 620,025 vehicles, a 17.1% year-on-year increase, with electric vehicle sales soaring by 171.8% [10] Group 3 - Chery's brand value has surged by 163% to 25 billion yuan, ranking 45th in the Hurun Brand List and placing it among the top three in the automotive manufacturing sector [12]

Core Insights - Chery Group showcased its latest technology and product matrix at the 21st Shanghai International Automobile Industry Exhibition, featuring 53 significant models across its five brands, emphasizing China's automotive evolution from "going out" to "leading the trend" [1] - The company achieved a record first-quarter sales of 620,000 units, with 255,000 vehicles exported, maintaining its position as the top Chinese carmaker in exports [2] - Chery's brand value increased by 163% to 25 billion yuan, ranking 45th in the 2024 Hurun Brand List and entering the top three in the automotive manufacturing sector [2] Product Highlights - Chery brand presented 16 models, including the new QQ, Fengyun A9, and the debut of the Tiggo 9L production concept car, showcasing a range of fuel, hybrid, and electric vehicles [1] - The Exeed brand launched the pre-sale of the 2025 model year Exeed Star Era ES electric vehicle and introduced the Exeed Star Era Tianji [1] - The Jetour brand unveiled the global debut of the Jetour Traveler Star Guardian and showcased its entire lineup of off-road vehicles [1] Strategic Focus - Chery Group is committed to the "Four Modernizations": electrification, intelligence, low carbon, and internationalization, with a focus on enhancing electric vehicle technology and safety features [2] - The company aims for higher oil-electric conversion efficiency and lower energy consumption through green design and innovative energy solutions [2] - A record 5,000 overseas guests and partners were invited to the exhibition, highlighting Chery's international outreach efforts [2]