Chery China

Author: Wei Sanshui
Publisher:
Publish Date: 2007-01-01
Features: This book focuses on the twenty-year history of the growth and development of a national car brand in the context of China's automotive industry development. The birth of Tianjin Xiali cars was due to the technical imports from Tianjin Dafa, the localization of technology, and the foundation and preparation for independent production, which allowed it to start from a relatively high point. Additionally, with the support of national government policies, it rapidly developed alongside China's taxi industry, gradually becoming a microcar production base of considerable scale and establishing a strong brand image in the hearts of the public. After China joined the WTO, along with changes in the car market and challenges from similar brands, Tianjin Xiali faced setbacks but also learned and grew. The "strong union" with the Automotive Group injected new vitality into Xiali's further development, and the launch of new brands and the exploration of new markets all indicate that this national brand will shine even brighter in the future. In this book, the author recounts this history in a straightforward manner, recalling the persistence and efforts made by "Tianjin Xiali" to maintain its national brand identity at a time when other car companies were increasingly dominated by global automotive groups and fell into the trap of "trading technology for market."