At the launch conference of Fengyun A9L on July 8th, Chery announced that Fengyun has officially upgraded from a series to a brand, officially launching Chery Automobile's overall attack signal towards hybrid strategy.

Just a few days ago, the Chery brand underwent a major integration, establishing the "four major" domestic business groups of Chery, Fengyun, Aihu, and QQ. The significance of integration is as Chery Automobile's Executive Vice President Li Xueyong said, "In the era of great competition, the turbulent sea reveals the true colors of heroes; the original intention remains unchanged, and Chery's technology has gained global love

Similarly, in the view of Yin Tongyue, the helm of Chery, Chery's "rolling" has never been a passive verb, and the ability to carve out a bloody path relies on its strong internal drive. Chery, which has been tempered for 28 years, confidently stated at this year's Shanghai Auto Show, "Chery does not engage in excessive marketing or false iterations, but adheres to the bottom line of car manufacturing, focusing on standards, technology, quality, and safety

Naturally, the swift and aggressive attack of the horizontal sword requires the support of a young and strong team to achieve the goal of 'four rolls and two no rolls'. At the beginning of this year, Chery Group nominated four executive vice presidents at once, saying, "Good winds are the time to set sail, don't wait to whip yourself!" Chery Automobile Chairman Yin Tongyue had high hopes for the young generation.

And what kind of achievements can the new management team and team bring to Chery by promoting the transformation towards youthfulness, electrification, and intelligence? Sure enough, this year's Chery Intelligent and Hybrid Night, Safety Night, and Square Box Conference four press conferences have shaken the industry. In addition, the integration of the "New Big Four" this time, which often exceeds the expectations of the outside world, demonstrates Chery's courage to seek innovation and change.

At last year's Chery Global Innovation Conference in 2024, Yin Tongyue, Chairman of Chery Holdings, shook his arm and called for "intelligence is also welcome" in 2025! Under the command, Chery, with the power of the "UP" era, is playing a big industry drama and singing the strongest song of the times for local cars that have gone from "overtaking on curves" to "overtaking on straight roads".

01 "After the rain, the sky turns green" dry method

After the rain, the sky turns green, creating a new person. Chery's current "leopard transformation" is like the famous Song Dynasty Ru kiln "After the rain, the sky turns green" porcelain, which needs to go through a process of transformation to produce this top-level precious porcelain. That's why Li Lincan used two lines of poetry in his "Draft of Chinese Art History" to express this.

The changes of Chery in the past decade can be described as a porcelain like transformation of 'the rain has passed'. From having ten general managers in the previous decade, to truly breaking through the industry and achieving sales of over 2.6 million vehicles and revenue exceeding 480 billion yuan by 2024, we have passed the 17 million vehicle mark this year, which can be described as a bittersweet journey.

In short, the current smooth road is due to having taken too many detours ahead. At present, Chery has formed a complete matrix of five major brands, with the Chery brand focusing on "value", equivalent to China's Volkswagen or Toyota, making cars affordable for ordinary people; The Jetour brand, which focuses on "wilderness"; Star Road brand that focuses on luxury; ICAR brand that focuses on "trend". However, the Zhijie brand, which focuses on "intelligence", is temporarily set aside due to special circumstances involving cooperation with Huawei.

The sales volume of 2.6 million vehicles in 2024 has already turned over, and Chery Group will continue to maintain a speed "higher than the industry average growth rate" in 2025. As of the end of June 2025, Chery Group's cumulative sales volume was 1260124 vehicles, a year-on-year increase of 14.5%, exceeding the industry average growth rate of 13.4%.

Among them, Chery's cumulative sales of new energy vehicles reached 359380 units, a year-on-year increase of 98.6%. Chery Group, which has fully invested in new energy, has completed the layout of new energy power routes including plug-in hybrid, extended range, pure electric, and hydrogen energy.

And behind achieving astonishing results in the industry, there must be a team that can 'go up the mountain and down the sea'. As can also be seen from the outside world, Chery now has a very young and young executive team. The five major brands are led by young executives led by Li Xueyong and supported by a strong technical team behind them. As soon as Chairman Yin Tongyue issued the order "Intelligence is also welcome", he immediately "rolled up a thousand piles of snow" in the Chinese automotive industry, with an imposing momentum like a tiger.

Behind this momentum lies a super strong self driving force, which is Chery's unique "dry method" of "self cultivation". For example, the well-known "200% work method" in the industry has become a benchmark as one after another "bragging" goals are achieved.

In addition, there is also an equally famous "Three Best Marketing", which is "the most understanding of user needs, the closest marketing to users, and the most enjoyable user experience", as well as the "Three 100%": 100% direct customer connection, 100% direct customer facing, and 100% user evaluation.

One detail is that Chery, including engineers (especially R&D engineers), adds users' WeChat every month. Through this approach, Chery has directly connected over 1.2 million WeChat users, communicating with them daily to understand their needs and potential needs.

Moreover, out of a very sensitive sense of the Internet and new media marketing, Chery Group has long been selling cars through live broadcast to build online channels for dealers. Now it has become a learning object for other car companies in the industry. At the beginning of this year, Chery also took the lead in the industry by announcing the establishment of the Small Grass House Culture MCN organization, which is one step ahead.

Not only that, under the concept of "all staff marketing", Chery Group has transformed from a "science and engineering man" to a "traffic man" through the full cycle (the process of product and user co creation), all staff (each brand has its own matrix account), and all platforms (online and offline, private and public domains). Even the chairman of the group, Yin Tongyue, has taken the lead in participating in the "roll" and creating the dissemination of personal IP traffic. Interestingly, he occasionally "accuses" the four "frightened" individuals who have been rolled up.

02 Unleashing 40% Potential

To the outside world, Chery's "you're welcome" seems to be constantly bragging, but internally, it is only with such an "iron army" that can work hard and achieve the ultimate effect. There is no excuse, just like the "40% rule" in "I'm Invincible", "When your brain says' I can't hold on anymore, 'you're actually only using up 40% of your potential." Chery is currently working to unleash the 40% potential of all employees.

As the saying goes, 'When the wind is light and the clouds are faint, you can hear thunder in silence.' Just like at the Shanghai Auto Show in April, Chery Group showcased a new atmosphere and strategy of 'group army combat', showcasing its muscles with 53 new models, which was quite impressive.

In fact, starting from "new energy is not polite" and adding "intelligence is also not polite", Chery Group's monthly sales have now reached the level of 200000 to 300000 vehicles. On January 22 this year, Chery also launched a new high-end luxury electric hybrid off-road brand "Jetour Zongheng", which also confirms that "new energy is Chery's accelerator". Meanwhile, Chery is pushing towards a higher target of 3 million vehicles by 2025.

In addition, Yin Tongyue, Chairman of Chery Automobile, clearly stated in an interview with Yiche in December last year that Chery aims to achieve the global TOP10 by 2025. Through three grand technology launch events this year, the outside world has also seen how long Chery has been preparing for this goal.

In a word, Chery has a team that is very "dry" and believes in stupid methods, and Chery's full speed forward also comes from internal "self pressure".

Previously, during an event communication, a regional leader accidentally mentioned a number "5678". We immediately asked curiously and learned that this was Chairman Yin Tongyue's requirement for the Chery brand to maintain a quarterly monthly sales growth of "5678" in 2024. That is to say, from selling 50000 vehicles per month in the first quarter to selling 80000 vehicles per month in the fourth quarter.

Faced with such a high starting point and high demand goal guidance, it is imaginable how strong the execution ability of this team needs to be. Looking back now, it must be admitted that ordinary people may feel unable to achieve it because they lack higher goals and a sense of mission.

03 "Either first or only"

As the saying goes, "Cutting is like grinding, and carving is like grinding." Without carving, jade cannot become a great object. Chery's time, energy, and long-term persistence in the process of "becoming a great object" were initially not understood. So, there is an internal mindset of "iceberg like calmness, ocean like breadth of mind, steel like will, and passion like first love", and it is said that this sentence comes from Yin Tongyue, the chairman of Chery.

And we have to admire the team of Chery's brand Jietu Automobile for successfully turning the initial "bad card" into a good card. By 2024, the sales volume of Jetour will exceed 550000 units, and the Guangzhou Auto Show will send out a congratulatory candy in advance. It is this team that has achieved an impressive record of 500000 units in the shortest time in the Chinese automotive industry with extraordinary perseverance and ability.

The passport to victory lies in showing the best version of oneself in the worst situation. Therefore, from an execution perspective, the collective outbreak of Chery's five major brand matrices is also the result of the comprehensive implementation of this fighting spirit and spiritual quality.

Nowadays, Chery has nearly 50000 troops and will conquer all directions by 2025.

Judging from the state of the first half of this year, the entire Chery Group can be described as "a combination of both strategies" and "waiting for the right moment". Just like at a marketing collaboration meeting for Chery's five major brands in June, Li Xueyong, Executive Vice President of Chery Automobile, specifically mentioned "either first or only", in other words, Chery maintains a fighting state internally at all times. Even more radical, there are even Jetour marketing teams who vow to 'not lose a single car in sales'.

Nowadays, Chery insists on three "comparisons": "We don't talk about 'rolls', we compare technology, products, and services, we compare, learn, catch up, and surpass each other, (hoping) to enable Chinese enterprises to become better and better through comparing technology, services, and products

The torrent competes with a thousand sails, and the iron blood breaks through the barrier. "Chery Chairman Yin Tongyue once said that Jetour Motors is Chery's" 38th Army "and can fight tough battles. Nowadays, the entire group has become an "iron army" and is moving towards the global TOP10 target.

In the world of martial arts, the only thing that cannot be broken is speed

At present, Chery Group is accelerating the iteration towards new energy and intelligence with two major car manufacturing platforms, five major technology fields, three series of Falcon intelligent driving, five major brands, a team of nearly 50000 people, and a more complete, powerful, and intelligent new energy technology system. This year, Chery quickly broke through from the "top four in the industry" and entered the top three in the industry.

Chery, the '38th Army', achieved a revenue of 480 billion yuan in 2024. Compared to the revenue of 276.74 billion yuan in 2023, the year-on-year growth is over 50%, with an annual growth of over 150 billion yuan. At the same time, it also enables Chery to become a Fortune 500 company in 2024, exceeding the annual target of "sales growth rate exceeding the industry by 10-20 percentage points", becoming not only the undisputed enterprise leader in Wuhu City, but also the leader in Anhui Province.

On July 1st, Chery Holding Group released its sales report for June 2025 and the first half of the year, showing a cumulative sales volume of 1.26 million vehicles, a year-on-year increase of 14.5%, demonstrating a strong development trend. The new energy sector has become an important driving force for Chery Group's growth, with cumulative sales of 360000 vehicles in the first half of the year, a year-on-year increase of 98.6%.

In terms of exports, Chery Group has ranked first in Chinese brand passenger car exports for 22 consecutive years. At the same time, the cumulative monthly export sales in the first half of this year were 550000 vehicles, and it will continue to maintain its position as the top exporter among Chinese car companies in 2022. As the fastest Chinese car company to achieve an annual export record of one million vehicles, Chery's overseas business has also covered 115 countries and regions worldwide, with a total of 17 million car users, including over 5 million overseas users.

Moreover, in recent years, Chery Group has accelerated its globalization layout, continuously expanding overseas markets and enhancing international competitiveness. For example, Chery recently signed an order for 8GWh large cylindrical batteries with LGES, which is in line with the European strategy of the O&J brand. In a word, Chery is taking action.

For perfect things, speed is a dominant force, "said the famous driver Schumacher. Chery proposed at the end of two years ago that its development should "far exceed the industry average speed". Chery is striving to improve its technology, products, quality, brand, and management in all aspects through accelerated continuous innovation, and accelerating its move towards becoming a "world-class green intelligent travel technology company".

In addition to exceptional speed, to become a great brand, a broad mindedness and learning ability are essential. In one sentence, "Learning from competitors is the only way to surpass them." Chery's goal is to "learn from BYD's ultimate resource integration and cost control capabilities, Xiaomi's innovation capabilities, and Toyota's ultimate lean production capabilities." In other words, it is necessary to learn from competitors with this broad mind, broad vision, and empty cup mentality.

Only through continuous improvement can we go from ordinary to extraordinary. What Mr. Kazuo Inamori mentioned in "The Way of Life" is what Chery, which is on its way to becoming an extraordinary brand, is doing, constantly turning the impossible into the possible with strong internal driving force.

Without courage, how can luck come? Looking ahead, one may think it's all luck. But looking ahead, it all depends on courage - ultimately the market will confirm: there is no coincidence, everything is inevitable; No luck, only morale!