The reporter observed that on November 28, the Qoros brand was released and Chery Quan appeared with a new identity. In addition to getting rid of the "Cherui" word, the new identity is more foreign, even more surprising is the core team is completely internationalized, leaving only chairman Guo Qian and executive director of Purchasing Department Zhou Xin, the rest are all foreign faces.

For joint ventures, there is almost no recruitment of external talents at home. Not to mention that Chery has accumulated a lot of automotive talent. This arrangement is simply astounding. However, Guo Qian's determination to do a good job in this joint venture is obvious, although this road may seem a bit difficult.

It is very difficult for us to judge whether the recruitment of Chinese is not suitable, or whether we intend to do so. But I don't understand why even the director of marketing and public relations needs foreigners to do it. Does it mean that foreigners know more about the Chinese market and understand more about the unique national conditions? Obviously not, it may be that Chery wants the feeling of internationalization, or another way to find high-end.

Chery has always been looking for high-end, but also had tried, but Rui Qi and Wei Lin brand now seem absolutely not high-end, this road and the original design has also been very different. Judging from the external perspective, Chery’s strategy of taking a high-end strategy has failed. Therefore, the “Vision” of the Quantum Joint Venture with the United States is the key to taking the high-end, and it is a move that is full of bets. Guo Qian’s pressure can be imagined. Not only that, Chery has always threatened to be the first company to export to Western Europe in bulk.

The problem is here. Can you afford such a heavy burden? Prior to this, Chery designed the route: to introduce the Quantum funds from the United States and to become a joint-venture automobile company devoted to exports. The model resource used is Chery's own, and the design, R&D and production also use their own resources. If this is the case, this is a good business. When it comes to doing business with money, resources are readily available. It is only necessary to change brand names, adopt a high-end marketing approach, and use the funds, contacts, and resources of the Israeli group to achieve exports to Western Europe. The Israeli group also It is possible to extend the investment reach into the automobile manufacturing field and achieve a win-win situation. However, there has never been such a perfect thing. After the assessment, it was found that Chery's existing models were very difficult to export to Western Europe. They could only find Magna Steyr and redesigned them at a great price. The models were new. The factory had to be moved to Changshu, Jiangsu. The factory was new and plainly In addition to money, nothing else.

Then I don't understand where the meaning of "perception" is, and create a new brand? Is the introduction of a huge sum of money? This money is not directly invested in Chery. Quantum has become a small shareholder of Chery. It uses Chery's model design, R&D, and manufacturing. Georgian Luo can ask, Magna Steyr can also please, it is not possible to achieve. Export to Europe and America? Of course, this is entirely afterwards, blowing water, whining and expressing doubts. However, this doubt is not explained clearly. I am afraid even the Chery people will be guilty of misunderstandings.