Chery, once the leader of its own brand, became more and more depressed in the golden age of its own brand, and had to sell its assets, which was really regrettable. Geely, who once shouted that building a car is just a few wheels and a sofa, has become the leader of a new generation of independent brands since the acquisition of Volvo. Why do these two brands take the same road, but the final outcome is quite different.

In fact, Chery has several biggest problems. The first is that Chery has been vacillating between multi-brand strategy and insisting on "one Chery". At that time, Geely and Chery began to implement multi-brand strategy almost at the same time, but the results were very small, so Geely simply and decisively returned to the brand Geely. Although Chery has removed some complicated sub-brands, it still has three brands: Qoros, Yi Kai and Chery.

At present, Chery sells only one Arrizo 5 model. In the mainstream Volkswagen SUV market, none of Chery's products can be obtained, while Geely is all SUVs, hatchbacks and cars. Chery sold only 350,000 vehicles in the first half of this year, and may even fall behind 900,000 vehicles in 2065, 438+065,438+0. Geely is hitting the target of 1 1 10,000 this year, which has been basically completed.

Another problem of Chery is that it is only a middle class, but it has raised two noble sons, namely Qoros and Chery Jaguar Land Rover. Jaguar Land Rover can make money now. There's nothing to say about this. The key is that Guanzhi's noble son burns too much money. According to reports, Qoros only burned 654.38+0 billion in the last three years. Chery has been going downhill in recent years, and it doesn't make much money. It only takes a Qoros to bring Chery down.

Guanzhi is Chery's luxury dream. Chery has invested too much in this dream, but in the end it can only become cannon fodder and become a reference for other independent brand brothers. Today, Chery still hasn't thought about how to go in the future.