According to the data released by the China Association of Automobile Manufacturers (CAAM), Geely has sold 33,922 cars in July, a year-on-year growth of 20 percent, which is higher than the average increase level of 10.5 percent in the auto market. This makes it stand out among its homegrown peers, which only reach a miserable 5.8 percent on the whole. The Emgrand EC7 remains robust with sales of 15,211 units in July, a year-on-year growth of 63 percent, topping the sales list of indigenous auto brands for 14 months continuously.
The market performance of the Emgrand EC7 in the past four years is thrilling and the steady increase in the sales chart is regarded as a miracle compared with other fellow midsize cars. Starting from the July of 2009, the Emgrand EC7 keeps creating sales record of 3,000 units, 5,000 units and 8,000 units. The two years from 2009 to 2011 have witnessed its sales exceeding ten thousand annually and the total sales in the past four years have breached 400 thousand units. The Emgrand EC7 sets a superb example to other self-brand cars who aspire to join the middle and high-end market. This rapid development is acclaimed as "Emgrand phenomenon" by its fellow automakers.
Market tests and the sales of 400 thousand units speak for itself. In addition, as we go deeper, we begin to learn that the success of the Emgrand EC7 derives from Geely's scientific experiment, visionary brand strategy, great commitment and persistent actions to produce quality cars. In other words, the Emgrand EC7 is the result of excellent ideas and down-to-earth endeavors. This marks as a milestone in the history of self-owned auto brands and inspires other automakers which still remain at the primeval stage of brand establishment.
From the very outset, Geely has spent heavily designing its brand planning and positioned the Emgrand as a middle and high-end car brand targeting at the middle class at home, who have both the ability and potential to buy cars. The accurate positioning lays the solid foundation for Emgrand's later success.
Considering its first car model, Geely spares no effort in building an impeccable Emgrand EC7. The car imports world-class outfits and technologies from Holland's PDE and Germany's Durr and integrates backup system from excellent suppliers around the world, aiming to build the Emgrand EC7 into a high-end car that surpasses those joint venture auto brands. The EC7 has won a five-star rating in the crash test of C-NCAP with a score of 46.8, exhibiting its top-notch safety performance. At the end of 2011, the same model achieved the highest scores in the E-NCAP test among indigenous brands. It wins broad recognition across the international market and is hailed by foreign media as a formidable force in the Chinese motor industry.
The high quality of the Emgrand EC7 is not only proven during the competition with joint venture car companies but also recognized in the overseas market. Currently, it has been exported to countries like Egypt, Syria, Saudi Arabia, Cuba and Chile. Over 30,000 units were exported in 2012. Currently, over 3,000 units are exported monthly on average. In the recent August, the overseas sales of the Emgrand EC7 reached 8,000 units, 250 percent higher than its fellow car companies. Once again, the export number is refreshed and the car has become the biggest highlight of Geely in the overseas market. The boom of the EC7 in foreign market has ushered into a structural change for exported self-owned car brands from "low price and low quality" to "advanced technology, ace quality and safety", radically improving the international image of cars made in China.
On August 2, 2013, expert panel from General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) announced in Geely's Ningbo branch that Zhejiang Geely Automobile Co., Ltd. has passed the AQSIQ's on-site inspection of export inspection exemption. Meanwhile, Geely Emgrand will obtain a "green passport", becoming China's first auto brand that is exempted from export inspection. This is also a trust shown by the foreign market in its quality.
The manufacturing bases of Emgrand in Ningbo and Jinan were open to journalists several times. Visitors on site were much amazed by the modern, fully automatic production line, which adopts numerous sophisticated equipment like Japanese Fuji molds and fixtures and Sweden ABB spot welding and glue dispensing robot in operations from stamping, welding, coating, general assembly to detection. Billions yuan was spent in building new bases, new production lines and new technology to ensure the ace quality of Emgrand types in the world. Simultaneously, channel building and service designed to support the EC7 are also following closely.
Commitment to product positioning, system R&D, channel improvement and service not only delivers success to the Emgrand EC7 but also to the Group's brand strategy and competitiveness. For the EC7, four years have elapsed and still greater market opportunities lie beyond.
The road ahead is long and steep and will be trodden with confidence. As the knockout product, the EC7 is trusted with role to spearhead the entire Emgrand family. The Emgrand members merely begin to present themselves. Whether the Emgrand EC8, promising to reign over the circle of self-owned auto brands, can keep its ground in B-class cars, perform the miracle of the EC7 and become the first auto brand to rival with its joint venture counterparts, is much expected. Moreover, in the second half of this year, the automaker is ready to release a 1.3T model, which will swell the ranks of Emgrand product matrix.
With sales of 400,000 units in four years, the Emgand EC7 has worked wonders and the whole story is one of big ideas and doer spirits. We have every right to believe that the Emgrand EC7, the Emgrand family and the entire Geely Group will reveal more wonders and bravos to this world.