Automotive Black Technology Chapter 483: : Zhengxin’s new brand—Volkswagen! (Please subscribe)
www.lnmao.org, the fastest update to the latest chapter of automotive black technology!
I heard that Li Fanyu wants to develop an MPV model, or a micro-van, but there is actually no support within the group. Because it took Zhengxin a year to change its positioning from "quasi-luxury" to "luxury". If Zhengxin now adds a micro-face model, the brand image that has been painstakingly managed will be in danger of collapse in any minute.
So at the first internal discussion meeting held after the group's upgrade, whether it was Wang Meimei who always followed Li Fanyu's lead, Huang Qi who always had his own independent ideas, or An Ning who had a unique vision, all of them... An objection was raised.
Li Fanyu knew what they were thinking. In fact, he had no intention of dragging the Wuling Hongguang model into the Zhengxin brand.
So in the face of everyone's doubts, he expressed his well-thought-out solution.
Because it is jointly produced with twelve car companies, if the Zhengxin brand is used, there will definitely be a lot of trouble with the specific operators.
In view of this situation, Li Fanyu’s idea is to establish a brand new brand. An independent branch was established to manage and coordinate the production and deployment of these twelve car companies. This will not only ensure that there is a dedicated agency in charge, but also maintain a certain degree of independence, so that Zhengxin Audi will not be affected or conflicted by model positioning.
No one has any objections to this proposal.
As long as it is not mixed into a brand, it is not impossible to reposition the new brand. Considering the future development and growth of the group, the wider the scope of Zhengxin's models, the more beneficial it will be to the group.
This is a good thing.
But questions also arise, that is, what to call the new brand, what logo to use, and where to position it.
Faced with everyone's questions, Li Fanyu stood up. This chairman, who is incompetent in naming, had already crudely embodied the new brand on a piece of A4 paper during the debate;
The brand logo is a double-layered circle with the word "public" inside which seems a bit too strong.
The brand name is as simple and crude as the logo - Volkswagen!
When it comes to brand positioning, it will be targeted at the mid- to low-end civilian market.
That’s right, this is completely an alien variant of the previous Space-Time Volkswagen logo, with the letters in the circle turned upside down!
In the past time and space, when foreign car brands entered the Chinese market, their names were not very good. Because the marketing department at that time required transliteration, many brands that later sounded high-end had tacky names at the time.
For example, the famous BMW was called "Bail" when it first entered China. The origin of this name is the transliteration of the full name of BMW - Bavarian Machinery.
Benz was not called Mercedes-Benz at that time, but followed the Hong Kong translation of "Pingzhi".
Later, due to the need to expand the market, these foreigners also felt that their brand names were shabby. So I spent public relations money and found famous translators in an attempt to translate the brand name. Under Yan Fuxin's elegant translation standards at that time, a large number of good names were occupied by these foreign car companies.
So there is BMW, which is unparalleled in elegance, Mercedes-Benz, which makes people feel dynamic when they hear its name, and Volkswagen, which makes people feel people-friendly just from its brand name.
Although this is market behavior, there is nothing wrong with it. But it’s still a bit unpleasant that good names are taken over by outsiders...
So in this time and space where the course of automobile history has been changed, Li Fanyu decided to... **** these names back!
Just like when Zhengxin Audi was founded, in the eyes of Zhengxin executives in the conference room, the establishment of this brand is still as hasty...
After everyone looked at the "Zhong" logo framed in a circle again and again, the response was overwhelming.
"Director Li, what kind of car logo is this? It's too disgraceful..." This is Li Kai from the marketing department.
"Ahem... Chairman, let's make sure the car logo can't be so casual... Do you know, to this day, our children still ask me what the four circles on my business card have to do with the Olympics? Relationship..." This is Liu An, the vice president of the Audi branch.
"Yes, Director Li, can we create a high-end logo this time..." This is Wang Meimei...
I wipe the class!
Why are you so casual? Why aren't you taller?
You don’t understand my inner turmoil at all!
Li Fanyu was a little frustrated. He pointed at the icon on the A4 paper with a signature pen and said: "Three people are a crowd! On the one hand, this sign represents our true faith. We have formed an alliance with twelve car companies, and everyone is gathering firewood." The meaning of high flame. On the other hand, it means that this brand will focus on developing and manufacturing models that can benefit the public. ”
After his explanation, everyone felt that... this brand concept was somewhat interesting.
In the eyes of everyone, there is no problem with the brand name being "Volkswagen". This has a good meaning. If this new brand targets the mid-to-low-end market, it would be very appropriate.
Just like the people in this circle... If you really want to use it as a brand logo, you have to hire someone to beautify it...
Because of Li Fanyu’s persistence, everyone accepted this third brand of Zhengxin. After agreeing on the subsequent registration and establishment of a branch, they dispersed to carry out the work.
Li Fanyu doesn't care about this. Now the group has a complete structure and sound administrative functions. He doesn't need to worry about specific things, there are dedicated people in charge of them.
After leaving the company, he returned to the R&D center.
Because the United States is working on the research and development of the F150 diesel version and the two-door version, this time Li Fanyu put Xu Fufang and Wang Yu there to lead the research and development work of the team.
In the current management of the R&D center, only Lao Zhang and Liu Qing are present. When they heard that Li Fanyu was going to develop a micro-face model, Lao Zhang and Liu Qing had completely different attitudes.
Lao Zhang, who has always been cautious about research and development projects, is in full agreement this time.
In his opinion, Li Fanyu can only start developing and producing some models that can actually benefit the people, so that he can fulfill his duty as an entrepreneur in the Chinese automobile industry and live up to the so-called sense of mission of the industry.
Li Fanyu's heart kept twitching when he saw Lao Zhang with a happy face; it turned out that in the eyes of the teacher, he had always been neglecting his job in building high-end models...
Heartbroken!
But Liu Qing was different. Seeing that this time he was actually going to lead the team to develop micro-faces, his expression immediately dropped.
"I'm going to Brother Fan... No! I won't take this job, this is too... too..."
"What the hell!" Before he could finish complaining, Lao Zhang slapped him on the back of the head.
"I would say this is the right way! Why do we Chinese car companies use cars? Isn't it just to revitalize the Chinese car industry and let more Chinese people drive home-made cars? Look at what we have developed before Each car is more expensive than the other! The companies are making money, but the beneficiaries are those who are rich. What is this called being separated from the masses! I will follow up on this research and development, and I can tell you, this is You have to work hard to make this car a good one!"
Liu Qing covered the back of her head, pursed her lips, and shouted helplessly, "I will follow the teacher's instructions..."
Hearing the obvious resistance in his words, Lao Zhang raised his hand and slapped him again with vigorous skills.