Chery China: Sanshui Enterprise Research Series

Author: Wei Sanshui (Compiler)
Publisher:
Publish Date: 2007-01-01
Features: This book focuses on the 20-year history of the growth and development of the only national car brand in the context of the development history of China's automotive industry. The birth of Tianjin Xiali cars was initially positioned at a relatively high point due to the technical imports from Tianjin Dafa, the technological localization, and the foundation and preparation for independent production. 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 continued to learn and grow. The "strong union" with SAIC Motor 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."