Core Viewpoint - The article discusses the challenges faced by the Zhijie brand, a collaboration between Huawei and Chery, highlighting its initial success followed by significant delivery issues and declining sales, leading to dissatisfaction among users and internal competition with other brands [2][3][4][6][11]. Group 1: Brand Performance and Sales - Zhijie launched its first model, the Zhijie S7, in November 2023, which received over 5,000 pre-orders on launch day and more than 20,000 within a month, targeting the young elite market priced between 250,000 to 350,000 yuan [3][4]. - However, the delivery timeline extended from the planned 4-6 weeks to over 12 weeks due to chip shortages and factory relocation, leading to quality control issues and order cancellations [3][4]. - Sales peaked at 7,397 units in October 2024 but dropped significantly to 565 and 491 units in May and June 2025, respectively, with overall sales for June reported at 2,459 units [4][6]. Group 2: Internal Competition and Brand Strategy - Zhijie faces internal competition from other brands under the Huawei and Chery umbrella, such as Wanjie and Xingtu, which complicates its market positioning [6][8]. - The brand's identity is muddled by similarities in appearance, technology, and pricing with other Chery brands, leading to confusion among consumers and sales personnel [7][8]. - Chery's decision to promote its main brand over Zhijie during a live stream event for the Fengyun A9L model has further alienated Zhijie users, who feel neglected [7][8]. Group 3: Strategic Changes and Future Outlook - In early 2025, Zhijie became an independent entity under Chery, allowing for more autonomous financial and marketing decisions, which is seen as a self-rescue attempt [9][10]. - Chery plans to establish a dedicated sales company for Zhijie to enhance its market presence and resolve issues related to being overshadowed by other brands [10]. - The introduction of a new logo and branding strategy aims to differentiate Zhijie from its competitors and improve its market appeal [10].

Core Viewpoint - The partnership between Chery and Huawei for the Zhijie brand is facing significant challenges, leading to dissatisfaction among Zhijie car owners and declining sales figures [1][4][11]. Group 1: Partnership Issues - Chery's chairman, Yin Tongyue, indicated that the company has faced difficulties in its collaboration with Huawei, suggesting that listening to Huawei leads to better outcomes [1][4]. - There are rumors of discord between Chery and Huawei, particularly regarding the production capacity for the Zhijie brand, which has reportedly been deprioritized in favor of other models [4][11]. - The Zhijie brand has experienced a significant drop in sales, with June figures falling to 2,459 units, marking a new low [11]. Group 2: Customer Dissatisfaction - Zhijie car owners expressed their frustration over Chery's marketing strategies, feeling that the brand is not being adequately promoted compared to others [8][11]. - There have been calls from Zhijie owners to remove the Chery logo from their vehicles, emphasizing their preference for the Zhijie brand over Chery [6][11]. - The recent marketing decisions, such as using Zhijie’s official account to promote new Chery vehicles, have further angered customers [3][4]. Group 3: Sales and Market Response - The Zhijie brand's sales have been on a downward trend, with a peak of 17,736 units in December 2024, followed by a significant decline throughout 2025 [11][13]. - In response to customer complaints, Zhijie announced cash subsidies and promotional activities, but these measures have not satisfied existing customers who feel overlooked [7][11]. - The recent restructuring within Chery aims to enhance the operational independence of the Zhijie brand, which may help address some of the ongoing issues [9][13].

Core Viewpoint - Chery Automobile is undergoing significant organizational restructuring to enhance strategic focus, resource integration, and brand positioning, particularly in response to the growing trends in new energy and smart technology [2][3][4] Group 1: Brand Integration and Market Positioning - Chery has established a domestic business group for its brand, which includes four major divisions: Xingtu, Aihuo, Fengyun, and QQ, while iCAR, Zhijie, and Jietu will operate independently [1][3] - The restructuring aims to clarify the brand matrix and address internal challenges such as low user recognition and overlapping product definitions among its various brands [3][4] - The new division structure is designed to manage different technology paths (pure electric, hybrid, and fuel) and target specific market segments, with QQ focusing on the A0/A00 market to compete directly with BYD and Geely [3][4][5] Group 2: Strategic Focus on Fuel and New Energy Vehicles - The Aihuo division will focus on the fuel and hybrid vehicle market, targeting a price range of 100,000 to 150,000 yuan, which is considered the company's core market [4][5] - Chery's best-selling models, the瑞虎8 and艾瑞泽8, achieved sales of 202,100 units and 145,800 units respectively over the past year [4] - The Fengyun division will concentrate on the mainstream hybrid market, while the QQ division aims to capture the A0/A00 pure electric market, with a new QQ model set to be a key offering [4][5] Group 3: Smart Technology Integration - Chery has established a Smart Technology Center to streamline its smart vehicle initiatives, focusing on efficient collaboration and product delivery rather than solely on technological leadership [8][9] - The integration of various smart technology units aims to create a comprehensive ecosystem that supports product development and market readiness [8][9] - The restructuring of the smart technology division reflects a shift in industry logic, prioritizing mass production and delivery over extensive self-research and development [8][9] Group 4: IPO Preparation and Future Goals - The organizational changes are seen as a preparatory step for Chery's potential IPO in Hong Kong, aiming to overcome previous setbacks in the listing process [2][9] - Chery's leadership has set ambitious sales targets for its new energy vehicles, with a goal of reaching 600,000 units by the end of 2024, positioning itself as a strong competitor in the industry [5][6][9]