Author: foru R, Nov 17,2004,05:. "Dark horse" Chery is currently the most fierce growth of China's independent development company Chery, it is often called a dark horse in the media reports, because the production of own-brand car companies like It was suddenly raised from the ground, and the explosive growth was started. Chery Automobile Co., Ltd. originated in the automotive project of Wuhu City, Anhui Province. Wuhu local government wants to do the origin of the car project for a long time. In 1992-1993, the economy was overheated, and a village office in Wuhu hit hundreds of cars one year, it was a billion output value. This phenomenon caused attention to the attention of local government leaders in economic backward, thereby producing a doctor of dry cars. The original plan is to cooperate with FAW, but found that the other party did not put himself in the eyes, and finally decided to do it. Looking back in history, Wuhu Auto Project Evolution has become the biggest motivation for independent development companies coming from ignorance (simple in the difficulties of dry cars), but ignorant is fearless. Today's Chery leaders are no longer ignorant, but the fearless spirit has deepened into the organization of this company and continues to carry forward. Anhui Wuhu leader who wants to go to the car project in January 1995, during the European Automobile Industry, I learned that the British Ford's engine production line was sold, so he seized this opportunity to do the project. Since the national policy is limited to the car project, it can only be secretly processed, so this project starts to take the internal code "951 Project" (ie the national Nine-Year Plan Project), which is called "Anhui Auto Parts Industry Company ( Preparatory offices) "and always maintain low-key. As can be seen from this mysterious code, Anhui Province has given support for this project. Talents who have found dried sedans in Wuhu are not easy. In 1995, Wuhu delegation found an old town Yin Tong Yao at the time of visiting FAW. Yin 1983 graduated from Hefei University of Technology Automotive Engineering, after 12 and a half of FAW worked, once the workshop of the Volkswagen, was elected to the "Top Ten Outstanding Youth" of FAW, in FAW. After discovering this kind of talent, Wuhu is deadly hard, and invited Yin back to Wuhu hosted a car project. I am touched by the sincerity of the other party, Yin Tong Yao finally accepted the invitation. When Yin arrived in Wuhu to build a team, there were 8 people in the entire project, and later included the history of Chery in the "eight big gold". The core team after the "eight big gold" is more than 50 people gathered in 1997. Among them, the Ru Minister of the Body, the project manager of the Oriental Son is Yin Tong Yao's classmate in Hefei workers, is "lie" by Yin ". Lu Minister originally found him in Anhui Ankai Bus Company, Yin first, and the two brought the finger-based algorometer, who was still in technology, and remained high in Shijiazhuang Auto Manufacturing Factory. They still remember that Yin Tong Yao was on the empty land of the deserted grass, excitedly told them where the engine factory, where is the R & D center, where is the whole installer ... Although these are also empty paintings. As the big high says, the greatest attraction to Chery is to do your own car. Motioning him is not Yin Tong Yao's big cake painted on the wasteland, but when he was collected into the wake shed, the Cheregi prototype model was seen. At that time, he only felt that his eyes were bright, and the meaning of life was almost, so, he added this team that had only more than 50 people. QQ project manager Xiao Gao was in 1997, a graduate of Hefei Motors, who was stared at Yin Tong at the job fair, and was joined in Chery. With his relationship between FAW, Yin Tong Yao also invited some FAW people to help. It is said that more than 100 people in FAW have been working in Chery. In 1996, "951 Project" purchased the engine product technology and a production line of British Ford in the UK in $ 25 million. At first, the British party had more than 20 people to assist in install, but these people are lazy and do not work, and they still drink alcohol at night. Yin Tong Yao simply let the British return to China in advance, and at the same time, they did not complete the task in accordance with the agreement to pay 4 million US dollars. Drive away the British.
When the production line is completely installed, the $ 4 million in the deduction has not been spent. Since then, Chery's resume is: Chery Motor Company broke the ground on the land of more than 800,000 square meters of land in Wuhu Economic Development Zone in March 1997; five companies subordinated by the Anhui Provincial Government and the Wuhu Municipal Government, registration The Capital is also officially established at the Anhui Auto Parts Industry Company of RMB 1.752 billion; in October of the same year, the engine room (75,600 square meters of construction area) was built; after 13 and a half months of installation and commissioning, first in May 1999 The engine is successfully launched and is ignited once; September 1999 CAC478 / 480 engine one-time passes through product identification. This report may hide two facts. First, the investors of this project may not have so much money at the time. Because the national industrial policy requested the newly built automotive enterprises, there is enough motivation from the new enterprises who come out from Wuhu, Anhui Province, so as to avoid being can't be seen by the big group; in addition, industrial policy is car The investment threshold for the project is also limited, and the investment is less than 1.5 billion yuan. Second, Chery introduced the company history general meeting: The project started just wants to produce a car engine, but the engine is going to find the market, so it will naturally enter the whole vehicle manufacturing. In fact, from all angle analysis, it is sufficient to determine that the goal of "951 Project" is to create a whole vehicle from the beginning, and the engine project is for the whole car. So at the time of implementing the engine project, the vehicle project has also started. In fact, Chery's first sedan began planning in 1995. This model (ie, the wind) is a chassis that mimics the Jetta sedan. Yin Tong Yao is a Cageda in FAW Volkswagen. The body is also designed on the basis of imitation, and then requests a Taiwanese mold manufacturer, Fu Yi, the company's mold development, Chery invited an old engineer to Taiwan to monitor the mold development process. When the first deputy unoccupied white car is pressed during the mold test, the old engineer who once again enjoys the mountain in the spot. In March 1998, the construction project of the fireworks of Anhui Auto Parts Industry Co., Ltd. (including stamping, welding, spraying, total assembly, four major process production lines) have started (visible "951 project" The car is a long time). In December 1999, the first sedan of Anhui Auto Parts Industry Co., Ltd. In 2000, Anhui Automobile Parts Co., Ltd. has produced more than 2,000 cars. In order to let the enterprises that do not have a car license can survive, with the help of the two-level government in Anhui Province and Wuhu City, designate Chery Cars for the taxi car of Wuhu, and on the license. However, Chery made the car regardless of whether the safety standard is reached, because there is no way to go to the national directory, it shall be suspended by the relevant state departments. After many efforts, under the coordination of the National Economic and Trade Commission, Chery conducted a negotiation of the SAIC Group. This is an inequality negotiation, because the top card mastering is the life and death card of Qi Rui: No account will not be added. Finally, Qi Rui agreed to bring 350.4 million yuan assets (20% of registered capital) to the account of the SAIC Group, but Chery puts forward the "four no" principles for SAIC, that is, no investment, not participating in management, does not assume risks and Not divided. In fact, there are still many "no", such as SAIC's sales network Chery can't be used; SAIC management is unable to learn ... It is clear that the SAIC did not put Chery in the eyes at the time. In January 2001, Anhui Auto Parts Co., Ltd. officially renamed TAV. The Chery sedan also had the above-in-law production management catalog, which is the last publication of the National Machinery Bureau, has obtained the "7-Lead" directory of Jiuho. Since then, all the models of Chery Automotive have a sign of "Shangqi Qi Rui" in the upper left corner of the tail, causing many people who buy cars to think that this is Shanghai production.
"Shang Auto Chery" four words gave this new company's good market image, which is the biggest benefit of Chery Join the SAIC Group. Chery "Feng Yun" can really be said to be "shocked listed". This is a sedan sedan with 1.6 liters, with Santana, Jetta and Fukang "old three" belong to the same grade, but the price is low, and the market is warm in the market. In 2001, the Chery sedan sold 2.8 million cars and sales of more than 200 million yuan. In 2002, the Chery sedan sold 50,000 units and sales of more than 4 billion yuan. Due to the "Fengyun" car, I opened the market, so Chery quickly went to mass production track. Chery is able to do this because it is used to use a supporting system that has been developed in China for the introduction of models. Some rumors on the media said that due to Chery "set" the mass component supply system, it angered the public. This statement is not accurate. The reason for caught the handle by the public is a component that has printed with the public mark on the early Chery sedan. This is not the intellectual property of Qi Rui to invade the public's intellectual property. It can only be said that the management of the supporting system is not perfect when it is in the first time. The incident of Chery really impact on the China Auto Market is that in 2003, the three new models were launched in 2003, namely QQ, Oriental son and flag cloud. On January 17, 2004, Beijing Asian Games Village has announced the top ten best-selling models in Beijing, in 2003 (a total of 859 models sold in Asia City in the year, in accordance with sales, the elesets are selected by consumers "currency vote" Come out, Geely, Japan and Chery QQ are selected. According to the "Beijing-China Times" report, "the most prominent model in the top ten best-selling models is Chery QQ. The time sales sales in Beijing is only 4 months from September to the end of last year, but it can be squeezed into the top ten. People's eye-catching. The same thing on the same listed in June also won a cheer. In January 2004, after voting for more than 50,000 readers and netizens, the Eastern Son of the "Beijing Morning News" "2003 my favorite top ten households" is ranked. In fact, when Feng Yun has just put into mass production, Chery began planning new models. A new company, from 2000, in less than three years, less than 3 years, 3 new models: Why can Chery's technical ability will increase so quickly? It turned out that 3 new cars launched in 2003 were technically developed by an elite troops from the Second Auto. At the end of 2000, the research and development engineer of more than a dozen Second Auto Technology is brewed, and the direct fireflower is the second steam intended to revoke the technology center. But these people have suffered from the time, because of the big China, it is difficult to find the automotive enterprises who want to develop. This matter later was known by Chery and invited them to join. In July 2001, the advanced personnel arrived in Wuhu Anhui; August, 11-12 people plans to go to Wuhu. After this batch of people settled, they found a colleague who had spread out the original two-Auto Technology Center in the outside. So, a 20-person automobile development team was formed. The reason why it is called "team", because these technicians not only have a group of exquisite soldiers not only, it is the backbone of the Second Auto Technology Center, and they have worked for a long time, so they don't only have Some, and have a team necessary for the tacit and cooperation. Whether personal levels are high, such a team is needed for many years to work out. In fact, many of them have been trained in France and is the backbone of the Second Auto Technology Center in the sedan development. Why is this elite army to leave the second steam? According to one of the heads of the team (the most fundamental reason) explained, the most fundamental reason is "indifference to technical personnel".
The reason why he is listed is: (1) Guidelines for national-owned enterprises that are eager to have recently stare at foreign technology and do not think that their technicians have valuable, so the enthusiasm of technical personnel has not been played. (2) State-owned enterprises do not respect technical personnel opinions. Cars is a very complex product of technology, we must respect technical personnel in the development phase; however, state-owned enterprises are the will, leaders often do not consider technical feasibility in decision-making. (3) There is a corruption in state-owned enterprises. The drawings need to be improved in a round of improvement, but the supplier always looks to the leadership batch, so that the parts that do not meet the quality of the parts are mixed; the technician can do it on the defective parts, the worse. (4) There is always a group of idlers who don't work in state-owned enterprises, they will only say that the wind is full, let the people have a frustration. The final result of these factors is that everyone has lost confidence in independent development. Therefore, the reason for the bonus is a year-on-year work atmosphere, as the Secretary of the Secret Division of the Second Auto R & D team (28 years old), said excited: "I am 30 years old." You can see what I am 40 years old and 50 years old. "The task of designing new models in Chery will soon concluded after the team. They then worked for more than 8 months, designed to design the children and QQ. The reason why the development speed is so fast, the reason is that these technicians have a breath, so everyone has no holidays, and every day, in addition to sleeping, it is work. A designer has created a record of 48 hours without sleeping. After completing the Oriental Son and QQ design tasks, this team is also improved on the basis of "Feng Yun", designing "Qiyun". Chery will be introduced to the market in 2004 to the market, and the modification of another A series car is also designed. In April 2003, all of the teams of this team have eaten to celebrate the design and trial production of new models. When the wine cellar, some people put forward a question: if we are still in the second steam, or this group of people, can we do two cars? Finally, everyone consistently thinks, can't do it! After they left, the autonomous development capabilities of Second Automotive sedan were basically no longer present. So, is Diqi to leave their own? Do you block their leave? This fact proves that as long as it is not autonomous development, the design engineer is not worthless, whether it is for foreign companies or Chinese companies. As the team's head is frank: "We will always thank Qi Rui. Because when our leadership of our original unit thinks we can't do it, Chery gave us a chance to prove our own. When all the drawings are made, Others don't know how to be bad, even we don't dare to fully guarantee, while Chery is daring to cast billions of yuan in such a way, "a self-developed company gave a group of Chinese technical personnel prove The opportunity of your own value, and this technician is designed for this company to "shock the listing" products. Obviously, self-developing companies and local research and development engineers are linked, and they are caused by each other. It is to be pointed out that this team did not join Chery on the organization, but with Qi Rui to establish a car design of Jiajing Technology Co., Ltd. (Chery accounted for 2/3 shares, the rest of the staff). The reason is not in Chery, but people from the second steam worried that they encountered the second "two steam", so they choose to maintain relative independence. By the end of 2003, Jiajing Company's technicians have increased to 60, and new people were mainly college graduates. Although the main task of Jiajing Company is to develop products for Chery, in theory, it is likely to develop in the direction of professional design companies. One challenge in Chery is to develop its own development team. In fact, Chery has begun to establish an auto research institute, the first investment is 250 million yuan, and finally planned to invest 10-15 billion yuan.
The Institute has 500 teams, hoping to develop to 1,000 people in the near future. According to the company's plan, the Institute has reached 3,000 in 2006, and the final scale should reach 5,000. Although the research institute is located in Wuhu, it is planned to set up a branch in Beijing and Shanghai, and eventually set its branches to abroad. The current Dean is Dr. Xu Min, who is returned from the United States (once a senior engineer, engine expert in General and Ford). At present, there are more than 200 China 's work application for Chinese students in the US. Why did they choose Chery rather than a joint venture? It is because these senior talents can only find the land that is developed in the product development. In order to learn product development technology, Chery is currently in international cooperation, and is very strong. Chery has commissioned Italy and Germany design company to develop new models and clearly proposed to develop. To this end, Chery has sent dozens of their own technicians to participate in development. In the strategic concept of Chery, international cooperation is the second phase of its development of independent development (the first phase of the development of 4 models); the third stage is to design smaller, lower-grade products Then climb the designed higher-end products; finally, it is necessary to fully develop independently in the fourth stage. It takes 3-5 years for the entire transition period. Due to the importance of the engine, Chery launched a shocking plan for the China Auto Industry: From 2002-2003, the Austria AVL has designed 18 engines from 0.8 to 4.2 liters, all of which reached the European 4 emission standards; Correspondingly, the Chery Automobile Research Institute engine components have established a technical team in December 2003. These engines are tested on 10 world-class engine test gates of Chery, preparing to gradually be used in Chery's models since 2004. At the same time, Chery also established a mold company to gradually grasp the mold manufacturing technology with Taiwan Fuyi company. The Chery's engine plan and mold plan are preparing for its high-speed growth. It can be expected that Chery's model will increase significantly within 3-5 years, and its technical level will also increase significantly. In 2003, Chery continued to raise high songs, selling 90,367 vehicles throughout the year, and sales should be at least 8 billion yuan. Chery is actually a state-owned enterprise invested by local governments and will not be subject to short-term requirements. In addition, it is said that the Anhui Provincial Government has also contributed to the China Agricultural Bank, Everbright Bank and Industrial and Commercial Bank of China and Chery signed a huge credit guarantee loan. In terms of profit model, Chery's models of Chery to the market are high, and the profitability of Geely is high, and the profit should significantly exceed Hafei and Geely. Under such a relatively advantageous conditions, Chery's destiny depends on product development, production management and marketing. Although Chery should also be considered to the grass, its leader is from large state-owned enterprises, and it is more specified from the beginning in production and management, so that the company quickly forms a clear short, medium, medium, long and long different goals. And a shaped corporate system arrangement to ensure that these goals are achieved. Chery's total number of employees in October 2001 is more than 2,700, the end of 2002 is more than 4,000, and has increased to more than 9,000 people at the end of 2003, with an average age of 23 years old, no retirement. It is a major challenge for the training of this young employee to become a well-trained labor army. It can be seen that the workers on the Chery assembly line is not as well as the workers on the FAW mass assembly line), but not There is a traditional civil drawback of state-owned enterprises to hinder the efforts of Chery. Although it is a state-owned enterprise, the Chery's system is completely new. Up to the general manager, and each ordinary worker, all the employees of Chery have implemented contract systems, and the veteran of entrepreneurship can only sign a five-year contract with the company. The company has no logistics system, and cadres employees solve the housing. The company's decision system is highly concentrated, and the line is prohibited. In Chery, you can feel this is a desperate business, especially the senior management personnel, there is no holiday. Yin Tong Yao was lying in the hospital, taking a drop, directing the production of a well known in Cheutsuners.
Use Chery people to praise their own words, "Chery has a group of people who have a group of dedicated experts, and there is also a team of willing to learn." In a case of the Qi Rui's senior manager, he often hangs in the mouth, it is because it can go to "making his own car", so this company is full of struggle. Although it is still only a new business, Chery is highly horizontally in management and technical equipment. In May 2002, Chery became the success of China's first side collision test; September, Chery became China's first vehicle manufacturing enterprise through ISO / TS16949 international standards; October, after nearly a year of carefully prepared ERP project official online. Chery has one of the most advanced 5 coating lines in the world, investing 700 million yuan from the most famous professional manufacturers in Germany Dur (Durr). It is said that there are only 5 in the world, 3 distributions in Europe: 2 of them, 1 BMW; two distributions in Asia: Shanghai Volkswagen 1, the second set is in Chery. Chery examples also clearly explain why autonomous development is not only closed, but it is a more effective way to use international resources. First, compared with those joint ventures, Chery is a global purchase because it doesn't have to look at any faces. For the engine, the wind is used by the self-produced engine. QQ uses China Dong'an engine. The Oriental child uses Mitsubishi engine, and the flag cloud is BMW-Chrysler engine. However, Chery has a design and confirmation of all the vehicles designed, so regardless of the parts purchased, from the wind to QQ, the Oriental son, Qiyun, is a Chinese car. Second, Chery hes more than 20 foreign technicians and managers (including Germans, Japanese and Koreans). A production line of Qirui Surgents is called Temple Temple II Line (Oriental Subside), the total length of this line is a Japanese manager of the original Mitsubishi. Now it has become a member of Chery, and I was invited to help Chery improvement. On-site management. Third, Chery is more towards any other Chinese auto companies (including joint ventures) to the international market. In the first year of official listing, Chery exports to Syria in October 2001 to the first batch of cars. By the end of December 2003, the Chery sedan has exported more than 1,000 total, and the models include Fengyun, Qiyun, Oriental and QQ. Although the total number is not much, it accounts for 90% of the total amount of the export sedan of China. According to January 19, 2004, Jin Yapo, general manager of Chery Sales Company, revealed that in 2004, it has been exported to 10,000 vehicles, and from January 18, more than 7,000 vehicles have been signed, except for the traditional In the Middle East, Chery sedan will first export in South America for the first time. It is especially, Chery actually created the record of China's first export vehicle. Since July 2001, after 9 mutually trimmed inspections, Chery Company and Iran SKT established partnerships at the end of 2001. SKT is the main parts of Iran's two automotive manufacturers, and has gradually developed to the vehicle industry in recent years. After more than a year of approval, review, this project won the Iranian government's production and sales license by the end of 2002, and the first vehicle project of the Iranian government in the past 20 years. Since then, Chery and SKT signed a contract in February 2003, providing technical transfer and factory design in the Northeast of Iran, China, built a car, solder, coating, The four major processes were generally installed, and the first phase of the project was producing capacity of 30,000. On November 26, 2003, Chery and SKT have officially signed the equipment and CKD purchase agreements in Wuhu. According to the agreement, by June 2004, Chery will assemble the CKD to Iran, mainly to produce Chery A11 models (ie, the wind cloud series) and the subsequent improvement model.
