While the spotlights of the Shanghai Auto Show were focused on the arms race of laser radar numbers and screen sizes, Chery's booth was like a precision-running laboratory. There were no exaggerated marketing rhetoric here, but instead, engineers' professional and rigorous analysis and explanations, foreign media's repeated exclamations of technical parameters, and users' excited whispers in the modification display area discussing the installation plan of the in-car coffee machine. This seemingly low-key technology feast was actually a silent declaration of China's auto industry's move from "crazy growth" to "value leadership."
"Space equality" for mini cars: the reverse growth of the new QQ
The return of the all-new QQ is not a simple sentimental marketing. When the industry regarded the A0-class market as a "cost control test field", Chery redefined the space logic of micro cars with a length of 4250mm and a wheelbase of 2750mm, which is even close to the level of some A-class cars.
While retaining the iconic smiling front face of the first-generation model, the designers created a longitudinal space comparable to that of a compact car through a "four-wheel four-corner" layout and a sunken battery pack design, so that young people's first car is no longer synonymous with "making do".
The deeper change lies in ecological equality. The "Thousand Faces Plan" to be launched in May allows users to customize exterior paint, interior materials and even functional modules. This thinking of defining the product as a "personalized travel carrier" has allowed the new QQ to escape the quagmire of price wars. While competitors are still competing in terms of driving range, Chery has built a three-dimensional competitiveness of "hardware + ecology" in the field of small cars.
"User sovereignty" of C- class cars: the dual-sided philosophy of Fengyun A9
Behind the record of Fengyun A9 blind booking exceeding 50,000 units, Chery's insight into the high-end market is hidden. In addition to the standard flagship version, the powerful power of the sports performance version with 4-second zero-to-hundred acceleration forms a wonderful symbiosis with the 25-32-degree adjustable double-head executive seats of the executive four-seater version. This "multi-version" strategy is not a simple configuration stacking, but a precise division of user scenarios. The sports performance version meets the hidden desire of the new rich for performance, and the executive four-seater version uses an intelligent cold and warm refrigerator and a hidden table with a load-bearing capacity of 100kg, which raises the value standard of business travel again.
While traditional luxury brands still rely on LOGO premium, Chery is reshaping the definition of luxury through technological equality. For example, the 23 speakers of the Boya Sound system are not simply piled up, but have been blindly tested and adjusted by a 50-person "Golden Ear Team" and Berlin Sound, turning auditory enjoyment into a quantifiable user experience.
The “three generations of equal rights” for national SUVs : the space revolution of Tiggo 9L
In the homogeneous competition among "refrigerators, color TVs and large sofas", Tiggo 9L has set a new standard for family travel with its wheelbase of 2,950 mm and a vehicle length of over 5 meters.
The AI digital chassis is more noteworthy, proactively anticipating road conditions and adjusting suspension posture in microseconds, effectively improving the driving experience. When technology moves from parameter tables to life scenes, the cold mechanical structure becomes warm, which may be the ultimate meaning of intelligence.
Off-road "breaking boundaries" in different scenarios: Jetour G900 's symphony of land and water
The launch of the JETOUR G900 shows Chery's ambition for travel scenarios. The combination of 800V high-voltage propeller and IPX8 waterproof design allows the vehicle to travel on land and sail in water.
2.0TD hybrid engine, 140kW high-power range extender, 800V6C double-layer Kirin battery for off-road, commanding the whole domain. Those who have seen the real car will find that the device at the rear of the Jetour Zongheng G900 that looks like a submarine propeller is Chery's amphibious special propeller, which can achieve a speed of 4.5 knots. Chery has turned an SUV into a "yacht" that can drive in the water.
It can be said that the value of this car lies not in conquering extreme terrain, but in expanding the boundaries of family travel.
The underlying logic of technology inclusion: Chery's long-termism
The Kunpeng Tianqing engine with a thermal efficiency of 48% demonstrates Chery's ultimate pursuit of technology. When the industry's "ceiling" was still at around 44-45% thermal efficiency, Chery once again achieved a breakthrough.
You should know that after the thermal efficiency of an internal combustion engine exceeds 40%, the difficulty of increasing it by 1% increases exponentially. The reason for this is inseparable from Chery's accumulation in the field of hybrid technology over the years. Engineers have optimized the combustion system, thermal management, and material technology to make the release of each joule of energy more efficient.
From a small thatched house by the Yangtze River in Wuhu to its current strong rise in the field of new energy, and then to its continued progress in the field of intelligence, Chery's evolution is a mirror of the rise of Chinese brands. When the industry is caught in the involution of configuration, Chery has used time to prove that real competitiveness is not a digital game about parameters, but the engineers' dedication and persistence in technological innovation.
Global Ambition: From “Selling Cars” to “Selling Standards”
When 5,000 foreigners studied the new car at the Chery booth, the global narrative of Chinese cars has been quietly rewritten. In 2024, Chery exported 1.145 million vehicles, ranking first in the export of Chinese brand passenger cars for 22 consecutive years. In the first quarter of this year, Chery Group exported more than 250,000 vehicles in total.
Compared with export figures, the more far-reaching impact lies in technology output. Recently, Chery and South Korea's KGM officially signed a joint development agreement for medium and large SUVs. Based on Chery's global technology platform, they will jointly develop a new generation of medium and large SUV product systems, covering traditional fuel and new energy models. This cooperation is not only another typical case of Chery's technology output, but also an important step for Chery to become a global smart travel company. The establishment of this "technology export" model has enabled Chery to evolve from a product exporter to a technology exporter.
at last
There were no top stars at Chery's booth, but there were foreign bloggers broadcasting the product highlights of the new car in dialect, and foreign dealers squatting to check the chassis welds with focused eyes. This is a metaphor for the transformation of China's automobile industry. When the technology is deep enough, praise will come from all directions.
From building the first engine in a "small thatched house" to becoming the choice of 16.3 million users in more than 110 countries around the world, Chery has spent 28 years proving that the romance of engineers lies not in grand narratives, but in ensuring that the needs of each user are accurately met.