Automotive Black Technology Chapter 1179: : Rich man’s car!
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Looking at the development history of the Hongqi brand, it is actually a process of collapse of belief.
Starting from independent efforts, using hammers and lathes, which are almost primitive processing methods for the automobile manufacturing industry, the first generation of industrialists created a small miracle belonging to China. Although the first generation of Hongqi cars were not perfect and had many flaws, the spirit of looking down at the world and saying we have nothing, but we dare to fight and do what we can, is the key to giving this brand its soul.
When red flags rose later, the development path went awry. Now that we have money, we have not really found the right development path to take the brand to the next level. Instead, we are trying to use money capital and political resources to take shortcuts and introduce foreign technologies. Learning from Germany and Japan, the pride of a nation has been transformed into a hybrid with foreign bones and ethnic skin.
From here on, the soul of the brand collapsed. Gradually, this brand that was once the pride of China has turned into a scammer that relies on emotions to deceive people time and time again.
In fact, even Li Fanyu purchased Hongqi for the sake of sentiment.
Beiqi took the red flag away mainly to get rid of the burden. Zhengxin's achievements in the Chinese automobile market in recent years have made this kind of pure transaction possible.
To put it another way, this brand is actually a sentiment that has no place for Zhengxin Group, which already owns Audi, Volkswagen and X-car.
But the price of several hundred million is not expensive for Li Fanyu - for a collection.
But deep down in Li Fanyu's heart, Li Fanyu still has high expectations for this brand.
Every Chinese, especially those who are familiar with China's industrial process, has a deep attachment to the red flag logo on the hood that separates the airflow and flutters in the wind.
Even if you know in your heart that this red flag has been reduced to a shell in the vague memory of the red era that is impossible to replicate.
"Director Li?"
Seeing Li Fanyu dazed, Liu Miao from the operations department called out softly.
"Oh." Li Fanyu came back to his senses, "What do you think about the Hongqi brand?"
Everyone was shocked when they heard what he said.
Thank you... Your uncle bought this brand for hundreds of millions, and it was subject to political review and approval from all parties. It has eliminated thirteen troubles, and there is no plan yet! ?
The corner of Liu Miao's mouth twitched slightly, "That Director Li... The current problem with the Hongqi brand is how to position it within our group. We already have Volkswagen in the mid- to low-end models. In terms of high-end models, we already have Audi. In terms of positioning of new energy vehicles and performance vehicles, our BMW and X-car have already established their names in this conventional mass-produced car brand lineup. We have all the positioning points with good development momentum in the Chinese market. Now that Hongqi has passed the approval process, if we want to build this brand, it will inevitably overlap with the positioning of one of our current brands. It should be similar to our Audi. But in today's Chinese market, our Audi brand has accounted for half of the new sales of B, C, and D-class cars. Under such circumstances, if we still adhere to the mid-to-high-end development route. , it is undoubtedly our own competition. Our Audi has no strong rivals and is the dominant player in the Chinese market. It is not beneficial for us to launch Hongqi. But what is even more embarrassing is the historical accumulation of the Hongqi brand. , which makes the Chinese brand on this brand too heavy, and it is unlikely to go abroad and become an export brand to expand its use in the international market. Therefore... our operations department does not have a good idea to do such a thing both internally and externally. brand."
After hearing Liu Miao's analysis, Li Fanyu nodded.
It is undeniable that Liu Miao’s thoughts reflect the current actual situation of the Hongqi brand.
Including, because of so many years of messing around, the reputation of this brand has been completely destroyed. Externally, the red flag basically represents the initial era of the Republic's industry, and there will certainly not be many markets abroad.
It's a dilemma, that's the current situation.
"Where's the E-Class?"
Li Fanyu thought for a while and asked.
There was a sound of air-conditioning sucking in the conference room.
E-class cars, also known as super luxury cars. Currently, there are only three or four brands in the world that make models of this level.
The British Rolls-Royce, the German Maybach, and Lincoln, which was acquired by Euroleague in 2007.
Looking at these three brands known as the "Three Diamonds of the World's Famous Cars", without exception, they are all brands with a century of history or special use.
Needless to say, Rolls-Royce is the exclusive car of the British royal family. Needless to say, Maybach is a more luxurious brand made by Mercedes-Benz, which specializes in luxury cars. Lincoln is considered the worst among these three diamonds, but the historical accumulation of the U.S. presidential car for decades is not just blown away.
Compared with these brands, Hongqi’s influence and history cannot withstand scrutiny.
"Director Li, in the next five to ten years, China's automobile consumption will develop in three directions: high-end, green and personalized. E-class cars... are also a development path."
While everyone was frightened by Li Fanyu's idea, Huang Qi stood up and spoke.
"A few days ago, at the Innovative Wisdom-Social Cultural Thoughts and Luxury Car Brand Positioning Summit Forum hosted by Global Automotive Media Group, the famous economist Li Kui said that in the next ten years, the prices of the Chinese automobile market will generally remain stable. However, consumers will have higher and higher quality requirements for vehicles, and the luxury car market has a promising future.
According to market research conducted by Audi, the total sales of luxury cars in China last year was approximately 1 million. However, this only accounts for about 7% of the Chinese automobile market, while luxury cars in mature European and American markets account for about 30%.
This shows that luxury cars still have a lot of room for growth in China in the future. Previously, we divided luxury cars into four market segments from low to high: A, B, C, and D. The survey shows that currently, mid- to high-end The market for luxury and high-end luxury cars, i.e., C and D-segments, is on a downward trend, but entry-level luxury A-segments and luxury SUVs are performing well, and the entire luxury car segment has changed.
Therefore, we have reclassified the luxury car segment with potential consumers as the core: business leaders, brand backbones, technology cutting-edge types, image-oriented types and smart and enterprising types. Among them, it is expected that brand backbones and technology cutting-edge types will Types accounted for the highest proportions, 27% and 24% respectively.
But according to another data, the number of billionaires in China is growing at an annual rate of 10%. The demand for automobile consumption among this group of high-end consumers cannot be underestimated.
We position this segment as exclusive, accounting for 7% of total luxury car consumption.
However, even though the consumption window of this positioning level is narrow, its consumption power is unmatched by any other consumer group! ”
Li Fanyu was a little confused, "Huang Qi, what do you want to say?"
"I want to say that if there was no Hongqi brand, our Audi department would also plan to submit a plan to the group, like Mercedes-Benz Maybach, to launch a research and development application for a top-end exclusive model for the rich!"
Huang Qi smiled slightly and said.