China's Chery driving into fast lane
- Source: CE.cn
- [16:54 December 08 2010]
- Comments
Based on ten-year accumulation, Chery only spends around 2.5 years on the achievement of the production of the second millionth auto. Meanwhile, within the 2.5 years, the export volume has exceeded 230,000 sets, which is 1.6 times the total export volume of the former seven years, occupied 45 percent of the total export volume of China's passenger autos in the same period.
Based on these data, Chery has been the No.1 on export among China's passenger auto enterprises for successive seven years. It has fully demonstrated the "acceleration" as the leader with self-owned brands.
In 2009, Chery's auto sales volume broke 500,000 sets, hitting the historical sales volume record of enterprises with self-owned brands. What's more, in January 2010, the sales volume exceeded 70,000 sets, hitting the historical record of sales volume in a single month.
Behind several record-hitting in sales volume is Chery's accumulation and increasingly breakthrough in such aspects as technology, quality, service and brand and the increasingly improved core competitive strength.
Within the short 2.5 years, Chery has developed rapidly, and owned four major brands, launched 22 auto types and had the capability of manufacturing 900,000 entire autos and power assemblies annually all over the world.
Additionally, Chery has realized independent research and development on entire autos, power assemblies and key parts and components, its products were sold towards 80-odd countries and areas, and it became the leader in the automakers with self-owned brands.
There will be no brand without quality. Quality is the base of brand. The 2009 JDPOWER assessment report indicated that in the past ten years, the score gap between China's autos with independent brands and the ones with joint-venture brands has narrowed from 400 to 100, showing the stable improvement in the entire competitive strength of the former.
In recent years, in order to improve product quality, after referring to many trans-national companies' quality control systems, Chery has set up a whole set of effective quality control system that is provided with Chery's unique character, covering various links, such as product design, material selection, component supply, management on suppliers, production and sales service.
In the system, many indexes are set higher than national standards, and some others directly adopt European Union's standards.
As early as the design phase, Chery's engineers in charge of product, procurement and quality have set up a united team with suppliers for the full-range cooperation from product development to batch goods supply and worked further on complete process ranging from the endorsement of technical agreement, project development, link check, trial installation in small batch, production process to after service.
As for the quality problems fed back in after service, the quality guarantee department will make quality control list on each auto type regularly, there will be ten key problems on each auto type listed for product improvement & design staff to classify and solve. In terms of production management, Chery insists on comprehensive, systematic and detailed locale improvement, and has passed the ISO/TS16949 International Quality System certification conducted by T?V Rheinland Group, which is famous for its rigor.
Besides, Chery has reinforced control on key procedures, fault-prevention measures and 5S management intensively.
Yin Tongyue, President and General Manager of Chery Automobile Co., Ltd, expressed that, "Chery Auto has not only created the development acceleration from selling 1 million autos within eight years to manufacturing 1 million autos within 2.5 years, but also shown the strength of Chinese brands in overseas market.
Chery has exported 378,000 autos totally, established 15 overseas factories in 6 years and made the achievement of taking the No.1 position in China's auto export for successive 7 years, which have laid the solid foundation for Chery marching into semi-and-high-end market."
