Why did WEY and Lynk Co succeed, but Qoros failed repeatedly?

Qoros Automobile, founded in 2007, is a 50% joint venture between Chery Automobile and Quantum of the United States, a subsidiary of the Israeli Group, which is a joint venture and carries Chery Automobile's dream of going high-end.

Qoros Automobile is also the first high-end brand created by a private car company after the "Hongqi" brand, and since its establishment, Qoros Automobile has demanded itself with high standards and internationalization, poached a senior management team from abroad, isolated Chery from Qoros, and prevented Qoros from being labeled as Chery's low-end, which can be described as carefully caring for its growth.

However, even so, after ten years, Qoros still failed. Rising stars Wey and Lynk & Co succeeded, but why did Qoros, as a pioneer, fail?

First of all, the time is wrong, and burning money too early will not last long.

From 2007 to 2017, it took ten years to wait until consumers had confidence in the level of domestic car manufacturing, but unfortunately Chery could no longer burn, you must know that Qoros Automobile is operating at a loss every year, and has lost 60 billion in the past five years.

On the other hand, Geely Lynk & Co (founded in 2017) and Great Wall Wey (founded in 2016) are based on the change of Chinese people's attitude towards domestic cars in the past two years, and are willing to support the development of domestic cars.

Secondly, it did not take advantage of the geographical advantages of Curiosity Automobile, especially the online and offline marketing resources of Chery and the resources of 4S stores in various cities.

Qoros has always been afraid that consumers will associate Chery QQ with Qoros Automobile, so it deliberately downplayed the relationship between Qoros Automobile and Chery, and tried to let Qoros Auto independently establish a 4S store and dealer system in various cities.

Finally, Qoros was set at a price that was too high at that time, and it lost people.

In fact, Qoros Automobile's first Qoros 3 has a good reputation, and even won the highest five-star rating from the European New Car Safety Evaluation Association in 2013, and the Qoros 3 five-door version has also won the International Design Award, and consumers still recognize the quality of its car, but the starting price was between 120,000 and 180,000 when it was launched in 2013, and it was directly called a joint venture car.

At that time, consumers, in the face of such a first-class domestic car, could only look at the car and sigh, what support did they get?

The timing is wrong, and burning money too early will not last long.

It did not take advantage of the geographical advantages of Curious Automobile, especially Chery's online and offline marketing resources and 4S store resources in various cities.

There is nothing good to attract consumers, and it is not right to burn money too soon.

**Uplink, brand building to rise, the brand is not up out of thin air, the product is not just piling up accessories, there are too many auto parts, NVH, power module matching. Chery gave everyone a start, and only then did we have the precise positioning of WEY and Lynk & Co.

Because good things don't smell, it's hard to live well in China.

Wey and Lynk & Co didn't work out either.

At that time, the fixed price of Qoros was too high, and it lost people.

The market is highly competitive, and the cost performance is not good.

Because in China, we still look at the advertising effect.

Because it could have relied on R&D to configure Qoros 7 funds to resurrect Qoros a little, I didn't expect that Baoneng used layman configuration and procurement management to configure the copycat Qoros 7, which is more popular with the majority of customers 21 Qoros 5S top version but was suppressed and not sold.

It should just not be accurately positioned.

The market does not have a high recognition of Chery, how can it recognize Qoros? Great Wall and Geely's ownership is destined to be successful as a high-end brand, as long as some consumers have a higher brand demand for cars, and recognize the success of Great Wall Geely's people into their own high-end brand users.

The main thing is that the car logo is too ugly, you look at Geely, it is very successful now,

Lynk & Co is not saying that it has succeeded, and its sales are average.

Why hasn't that little red bag come yet? Drag Qoros everywhere.

There is no good point that attracts consumers.

When I bought this car, I couldn't find a place to buy it, and if I wanted to buy it, I had to go to the provincial capital to buy it, and it was strange if I didn't fail!

None of them worked out. Don't hold it.

There's nothing good about it that attracts consumers.

It is the feelings that buy Qoros, the one who buys WEY understands the car, and the one who buys Lynk & Co is the prisoner of the navy.

In 2017, Geely and Great Wall released sub-brands positioned in the mid-to-high-end at the same time. For a while, the attention and topic volume of Geely Lynk & Co and Great Wall WEY became very high, and there was also a direct competition between the two brands. In the early days of listing, Great Wall WEY also had a considerable advantage, and its VV7 and VV5 models continued to maintain a monthly sales level of more than 10,000 yuan.

Now, about 3 years later, the gap between WEY and Lynk & Co is gradually widening.

Since <> entered 2020, affected by the epidemic and the Spring Festival holiday, the sales of many auto brands have declined significantly, but fortunately, after entering the second half of the year, the domestic auto market has gradually recovered. In August 2020, the total sales volume of the WEY brand was 10,000 units, and the total sales volume of the Lynk & Co brand was 10,000 units, a difference of as much as 2 times.

From the perspective of sales trends, Lynk & Co's performance is also significantly better than WEY, Lynk & Co's sales are on an increasing trend, and sales have exceeded 10,000 for 5 consecutive months. Wey's sales have been hovering around 10,000 to 10,000 units, and the average monthly sales are almost half of Lynk & Co's.

<> terms of sales model distribution, Lynk & Co 03 has become the main model of the Lynk & Co brand, with 6,823 units sold in August, accounting for the total sales of Lynk & Co, and Lynk & Co 05 and Lynk & Co 01 also have good sales performance. The best-selling model of the Wey brand is the VV6, which accounted for August sales, while the once popular VV7 and VV5 are no longer in the limelight.

In terms of product strategy, Lingshu Min Sui Ke seems to know how to please young people better than WEY, and the reason why Lynk & Co 03 can tear up a market in the joint venture compact car is to accurately cater to the needs of young users, and at the same time, Lynk & Co has Woqin Erwo technology behind it as support, which is also not available in the WEY brand.

Geely's emphasis on the Lynk & Co brand is significantly higher than Great Wall's attention to WEY, Lynk & Co has continued to innovate in the past three years, and the development and launch of new cars have not been interrupted, maintaining the popularity of the Lynk & Co brand, such as the Lynk & Co ZERO unveiled at the Beijing Auto Show. On the other hand, the WEY brand, after the failure of P8, fell into silence.

With the gradual decline in the popularity of the two brands of WEY and Lynk & Co, the market has also begun to become rational, and the hard power and word-of-mouth effect of the products themselves have become important factors to support sales. Although both brands are positioned as mid-to-high-end, if the technical strength cannot support them, then they will inevitably be eliminated by the market. The temporary silence of the Wey brand may be to better adjust the product strategy and upgrade the technology, if the product itself cannot be differentiated from Haval, then it is indeed difficult to maintain the high-end brand image only by relying on design and stacking.

Nowadays, the rise of independent brands is an indisputable fact, and more and more brands are exploring upwards to seize the market share of joint venture brands. The titles of Keling, Wey, and Qoros proposed by the lord can be described as representatives of independent brand exploration. For these three brands, in fact, no matter which brand you choose, they all quietly have its advantages, and the product power is also good.

Let's briefly introduce these three brands and see which one is more in line with your taste.

Let's start with Qoros. As the first high-end brand in China, the emergence of Qoros shows us the ambition of its own brand to a certain extent. Of course, due to issues such as time, technology, recognition, etc., Qoros failed and did not achieve good sales.

But its products have been well received by professionals and consumers, so if you want to buy a Qoros buddy, you can start with it.

Let's take another look at wey. As a high-end brand of Changqi and Qingcheng Automobile, the emergence of WEY allows us to see the true strength of our brand. Judging from the display, WEY now has two models on the market, both of which have achieved monthly sales of more than 10,000, and they are also the most successful brand among its own brands.

Fashionable appearance, rich configuration, and strong power are all important reasons why WEY can be favored by consumers.

Finally, let's take a look at Kolding. As a joint venture brand jointly launched by Geely and Volvo, Keling is born with Golden Key, which has more advantages than other independent brands. The Kolding 01 from the Volvo CMA platform shares three major parts with the Volvo XC40, making Kolding competitive in core technology.

In addition, Kling attaches great importance to today's market and has also achieved a good result of 8000 per month.

Millions of car purchase subsidies.

When it comes to the domestic mid-to-high-end SUV market, most people will first think of Lynk & Co and WEY, and it is no wonder that as high-end sub-brands under the Geely and Great Wall brands, they themselves can be called "children" born with a golden key, so the attention is naturally self-evident. In contrast, Qoros, which hit the independent high-end market in the early stage, was not so lucky, and due to the lack of products and lack of attraction since its launch, it eventually became a marginal brand, and even changed hands.

Many people regret the encounter of Qoros, but as everyone knows, Qoros has not given up its high-end road for many years, just recently, Qoros announced a set of official pictures of a new model, and this can be regarded as its reboot after four years.

The new car is named Qoros 7, English name Qoros 7, it is not difficult to see that the new car will be higher than the Qoros 3 and Qoros 5 currently on sale in terms of positioning and pricing. Specifically, Qoros 7 adopts a completely different design style from the previous one, with a wide black middle grid grille and three-dimensional LED headlights on both sides integrated into one, bringing strong recognition. In addition, the front face of the new car also has a vertical body demarcation line, which enhances the layering of the front of the car, and also makes the new car look quite a luxury car temperament.

In terms of size, the length, width and height of Qoros 7 are 4679 1897 1679mm and the wheelbase is 2720mm. The slender body also brings a certain sense of elegance to the Qoros 7, with a simple and smooth waistline design on the entire side, which extends all the way to the rear. The taillights have also been redesigned, visually more classy, and the bilateral two-outlet exhaust layout below is also very in line with the luxury style of Qoros 7.

The interior of the new car has added the popular full LCD instrument cluster and vertical central control screen, and is also equipped with a small screen, which the author guesses may be an intelligent voice recognition system. The air conditioning vents are also partially hidden.

In terms of power, the author expects that the new car will be equipped with a turbocharged engine and a turbocharged engine, with the former having a maximum power of 150kW and a maximum torque of 280Nm. The maximum power of the latter is 170kW, and the maximum twisting finger slip moment is 300N·m, as for the transmission system, we are currently unknown.

At present, Qoros obviously has the meaning of making a comeback, and at the same time, the various performances of the new Qoros 7 also show that its high-end road will continue. Some netizens also said after watching it: This is the rhythm of resurgence!

Are you optimistic about Qoros' new SUV?