Rebirth 99 to become a car giant.

Chapter 430 The rise of Xingchen Automobile makes many people tremble

The confinement bends and illuminates Kyushu, some families are happy and some are sad.

Ratan Tata, who had always regarded Jaguar and Land Rover as his prize, felt so bad after knowing that he was intercepted.

"Sharma, has all the information related to Xingchen Auto been sorted out?"

As the chairman of the board of directors of Tata Motors, it’s not like Ratan Tata has never heard of Star Motors.

However, because Xingchen Automobile has very little business in Tianzhu, it does not even have a branch.

So he usually doesn't pay much attention to Xingchen Automobile.

Now that the meat in his bowl has been snatched away, he must find out what happened.

"It has been sorted out. This company is more powerful than we knew."

"Although it has not been established for a long time, so far there are only four models: the coupe Ziweixing, the supercar Xingkong, the large SUV Yangwang and the medium and large SUV Xingtu."

"But Xingchen Motors' global sales last year reached 11 units, with sales of almost US$150 billion."

“This sales is twice ours!”

"In addition, Nanshan Group, where Xingchen Motors is located, also owns the largest transmission company in China. The 6AT and 8AT it produces are very famous around the world. Even Ford Motor uses some Nanshan transmission products."

"In addition to gearboxes, Nanshan Group also owns the largest engine company in China. Its products range from 1.0T to W16 engines, with a very complete range of displacements and very advanced performance."

"The Starry Sky Sports Car equipped with the W16 engine is even the fastest mass-produced supercar in the world."

"Nanshan Group's auto parts business is also very famous in China, and many car companies are their customers."

"In addition to the automotive industry, Nanshan Group also has very strong capabilities in the fields of equipment, materials and robots."

"It is said that their machine tools have put huge pressure on many international giants. The Nanshan Carbon Fiber that was put into production this year has broken the technical monopoly of T700 carbon fiber by Japan and other countries."

"The most surprising thing is that in addition to industry, Nanshan Group also has huge influence in China's film and television industry and the Internet industry."

"The entire group's turnover last year reached almost 300 billion U.S. dollars, which is not much less than our group."

"Furthermore, Nanshan Group has had in-depth cooperation with Ford Motor Co. many years ago, and has a good relationship with many senior executives of Ford Motor Co."

"Even the appearance of Ford's best-selling pickup truck in recent years, the F150, was designed by Cao Yang, the founder of Nanshan Group."

"In this case, we can't compete with Xingchen Automobile. In fact, it's not just a question of whether the bid and attention are enough."

Sharma quickly reported what he learned to Ratan Tata.

He should throw away the responsibility and let the boss know that the failure of the acquisition was not because he was not good enough or because he did not work hard enough.

But the enemy is too powerful.

“Haven’t Chinese companies always relied on low labor costs to win?”

"When did a company like Nanshan Group appear?"

Ratan Tata looked at Sharma very surprised.

If this was talking about a large American company, he would think it was normal.

But now Sharma is talking about a Chinese company.

In his eyes, the situation of Chinese enterprises is similar to that of Tianzhu.

None of us can say that our technology is very good, and we rely more on low prices to win.

But what Sharma said was completely different.

"Mr. Tata, in fact, not only you have this question, but many people have this question."

“When SKF was defeated by Nanshan Group in China, many people did not pay enough attention to it.”

"When the CNC systems of Fanuc and Siemens were seized by Nanshan Group, many people still did not pay enough attention."

"Even if Nanshan Transmission's 6AT took away a large number of orders from Aisin and ZF, many people still find it difficult to understand."

"Then Nanshan Group brought surprises to everyone again and again, and it was only then that everyone slowly realized that this company is different from ordinary Chinese companies."

After Sharma said this, Ratan Tata was silent for a moment.

He has always wanted to run the Tata Group like the Nanshan Group, a modern enterprise with strong technical and management capabilities.

However, the gap between the two seems a bit big.

"Do you think it's possible for us to invite Nanshan Group to build a factory in Tianzhu?"

“Whether it’s auto parts or complete vehicles, or machine tools and materials?”

With such a powerful opponent next to Tianzhu, Ratan Tata must be thinking about how to pluck the wool.

Anyway, over the years, Tianzhu has relied on various tricks to achieve today's results.

"Before, the Ministry of Commerce approached Xingchen Auto to purchase 100 vehicles, but the other party's attitude was very bad."

"In the end, things got very big, and the other party did not compromise. Instead, they chose a plan that everyone could barely explain."

"So I think the founder of Nanshan Group seems to have a hostility towards Tianzhu."

"Under such circumstances, it would be very difficult for us to get any benefits from them."

Sharma just said directly that the Tata Group would not be able to deceive the Nanshan Group, and the other party would not be easily fooled.

After all, I have suffered losses before and am very wary.

"Give it a try."

"Their machine tools, engines, and gearboxes all have a very broad market in Tianzhu."

"As long as they are willing to come and cooperate with us, they will definitely make money."

"We can even make some relatively big concessions to impress them."

In order to bring his opponent into the game, Ratan Tata began to think of ways.

However, these are destined to be fruitless.

On the contrary, many wealthy people in Tianzhu will buy Jaguar and Land Rover cars in the future.

Of course, these are all later stories.

The Tata Group will definitely not give up until it hits the wall.

"Mr. Cao, Tata Motors from Tianzhu sent us a cooperation letter, inviting us to inspect Tianzhu and discuss building a gearbox factory."

Early in the morning, Zeng Tingting came to Cao Yang's office with an invitation letter in confusion.

It's only been two days since I returned from the United States, and Tata Motors has already made some moves?

The situation is interesting.

"Tata Motors invited us to build a transmission factory in Tianzhu?"

Cao Yang was quite surprised when he heard this.

Ordinary Chinese people don't know about Tata Motors, but he still knows about it.

Just like it is difficult for Korean people to leave Samsung in their lifetime, it is also difficult for Indian people to leave Tata Group in their lifetime.

The Tata Group is the largest group company in India and was established in 1868.

The Tata Group's business operations cover seven areas, which is wider than the Nanshan Group.

The Tata Group has operations in communications and information technology, engineering, materials, services, energy, consumer products and chemical products, many of which are not easily accessible to private companies in China.

They have more than 100 operating companies, offices in more than 80 countries on six continents, and export products and services to 85 countries.

In terms of the size of the entire group alone, the Tata Group is larger than the current Nanshan Group.

It's just that after Nanshan Group acquired Xingchen Motors, its revenue scale skyrocketed, and it would soon catch up with the Tata Group.

But in terms of their respective influence in their own countries, the Tata Group definitely surpasses the Nanshan Group.

Even in terms of influence in the automobile industry alone, Tata Motors is a very significant presence in Tianzhu.

When the Tata Group was engaged in automobile development, it could actually have found a joint venture with Toyota and Honda, which would be the easiest way.

However, the Tata Group went it alone and did not form joint ventures with others, thus taking a very difficult path.

But they can be considered successful.

Cao Yang did not dare to take this lightly.

This is an opponent worthy of attention.

"Yes, that's what their invitation said, but we don't know the purpose behind it."

"It stands to reason that we took Jaguar and Land Rover away from Ford, so Tata Motors should hate us to the core."

"But they took the initiative to send invitations to discuss cooperation. This is a bit strange."

Zeng Tingting felt that this matter was a bit beyond her understanding.

Even she found it strange what Tata Motors was doing.

"The people of Tianzhu view us in the same way as we view the Japanese people."

"The more enthusiastic and attentive they are to us, the more vigilant we must be."

"Although the future of Tianzhu's automobile market is also worth looking forward to, I do not plan to set up any factory there."

"At most, we can just find dealers to sell Jaguar, Land Rover and Star cars there."

In Cao Yang's view, there is no place in the world that is more suitable for building factories and developing industry than China.

Except for Nanshan Auto Parts, which had to build some factories overseas due to customer reasons, he has no plans to easily build other factories overseas.

Equipment, materials, robots...

These factories, whether in the past, present, or future, will only be located in China.

Naturally, Nanshan Transmission will not set up a factory in Tianzhu.

However, taking this opportunity to expand the influence of Jaguar and Land Rover in Tianzhu can be considered.

Even publicizing the news of Tata Motors' failed purchase in Tianzhu's media might raise the visibility of Jaguar and Land Rover to a higher level.

"Then I will arrange for people to connect with them first. After the handover of Jaguar and Land Rover is completed in the future, we will arrange for people to go to Tianzhu for inspection?"

Zeng Tingting quickly understood Cao Yang's thoughts and gave her own plan.

"Well, let's leave it like this for now."

"The current economic situation is changing every day, and we don't have that much energy to pay attention to the situation in the Tianzhu market."

It is now July 2008.

The impact of the subprime mortgage crisis is becoming more and more severe.

Naturally, Cao Yang had more and more things to worry about.

<divclass="contentadv">Crisis, danger contains opportunity.

Many of Cao Yang's big plans will start this year.

……

"Phillips, I think the company needs to treat Xingchen Motors' acquisition of Jaguar and Land Rover with caution."

"If possible, it would be best to keep this matter out of the question."

As the general manager of BMW China, Aimoha has the deepest understanding of the threat that Xingchen Automobile brings to BMW.

Now that Xingchen Motors has acquired Jaguar and Land Rover, its impact will be even greater in the future.

"Amoha, I think you are worrying too much."

"Take Land Rover as an example. After we acquired it in 1994, after more than six years of hard work, there was no improvement in the end, so we sold it to Ford in 6."

"The ambitious Ford Motor Company has been struggling for 8 years, but in the end it has not come up with anything."

"Now it is still sold to Xingchen Automobile at a loss."

"Is it possible that you think Xingchen Motors is more powerful than BMW and Ford Motors?"

For once, Phillips completely disagreed with Amoha’s point of view.

It is even thought that Aimoha is suffering from "astrophobia" syndrome.

As long as it is related to Xingchen Automobile, he is worried.

This is totally unnecessary.

"Xingchen Automobile has been able to turn itself into a luxury brand with annual sales of 11 vehicles in just a few years. Naturally, there are reasons for their success."

"Whether it's the appearance of the model, or the gearbox and engine, they all have strong capabilities."

"The most important thing is that their marketing capabilities are very exaggerated, and they can always seize any opportunity to promote themselves."

"The only thing Xingchen Motors lacks is its brand heritage, and now this shortcoming has been made up for by Jaguar and Land Rover."

"In this case, Xingchen Motors will definitely pose a greater threat to BMW in the future."

"The current threat of Ziweixing to the BMW 3 Series and 5 Series is very limited. Even if it has some impact on the 7 Series, it is not very big."

"But Jaguar's sedans will be different in the future. Whether they are XF or XE, they are likely to have a huge impact on our sedan business."

"As for the SUV business, Xingchen Motors itself is doing very well. Now that we have Land Rover, we are even more powerful."

Aimoha was really trembling inside.

He felt that his days would become increasingly difficult.

However, as the president of the Asia-Pacific region, Phillips seems to have different views from him.

As someone who has spent some time with Land Rover, Phillips's opinion is not one that will change easily.

He just felt that no matter who owned the Land Rover, it was hopeless.

"Our X6 will be launched soon. If you have time, why not think carefully about how to make the X6 a good one."

"You don't have to worry so much about other things."

When Phillips said this, Aimoha opened his mouth, but in the end said nothing more.

Forget it, the company is not your own anyway.

Poor performance will only affect some bonuses.

do not care!

……

China's automobile industry has been so lively during this period.

As Zhang Songwen, who always pays attention to Xingchen Automobile, he will naturally not miss the opportunity.

"Mr. Cao, we will invest in several new film and television dramas in the second half of this year, and we will be ready to integrate Jaguar and Land Rover into the film and television dramas together with Xingchen Motors."

"In addition, we are planning to invite a group of celebrities to attend the showroom activities of Xingchen Motors, Jaguar Motors and Land Rover Motors at this year's Yangcheng Auto Show to better promote them."

After Zhang Songwen found out about Xingchen Automobile's acquisition of Jaguar Land Rover, he asked his secretary to sort out the situation of Jaguar and Land Rover for him, and also did a good study of the corresponding models being sold in China.

Then he called Cao Yang.

"This direction is pretty good."

The people below are so positive, Cao Yang must express his support.

Of course, no matter what everyone thinks, he is not stupid.

But it doesn't matter, as long as it is good for the development of the company, he doesn't mind at all.

"However, Jaguar, Land Rover and Xingchen Automobile are all positioned as luxury cars. When the time comes, you need to communicate with Xingchen Automobile well in publicity and distinguish their positioning."

"What we want to see is the result of one plus one being greater than two, not the other way around."

"Currently, the cost of domestic film and television implantation is still relatively high, but various OEMs have begun to realize the effects of this, so the competition has become fierce."

"If Nanshan Film and Television sees a good script, they can boldly invest in filming."

"Especially now that Nanshan Film and Television's own video website has been launched, we need a variety of exclusive resources to better attract netizens."

Cao Yang knew that the entertainment industry would become more and more influential in the future.

With money in everyone's pockets, the demand for entertainment has also increased.

In addition, with the advent of the smartphone era, various entertainment needs have become easier to meet.

Correspondingly, the influence of celebrities from all walks of life is also rising rapidly.

Even their remuneration and income have experienced explosive growth.

If Nanshan Film and Television can seize this trend, then there will be no problem at least becoming the largest film and television company in China, at least becoming a presence that cannot be ignored in the industry.

Especially now that Nanshan Group's influence is growing, its indirect impact on Nanshan Film and Television will continue to amplify.

Zhang Songwen has a deep understanding of this matter.

Now, as long as Nanshan Film and Television's own TV series needs to find scenic spots to shoot, the local cooperation is obviously much higher.

Stars from all walks of life are also much more willing to cooperate.

Even when some film and television dramas seek cooperation with TV stations, everyone's enthusiasm is different.

"Mr. Cao, as the post-[-]s generation slowly enters society, their influence is also constantly rising."

"Nanshan Film and Television plans to invest in a series of youth-themed film and television dramas in the next two years. Some of the models that will appear in it will be selected from Jaguar Land Rover and Xingchen Motors."

"Set up a male protagonist or female supporting character with a good family background, and you can often give these luxury cars some shots."

"Then when filming urban TV dramas about family stories, we will also consider the placement of advertisements for these models from the script stage to make the appearance of these cars more natural and subtle."

"Then I also want to launch a preferential car purchase business within the company."

"As long as you purchase Jaguar Land Rover or Xingchen Motors, Nanshan Film and Television will give corresponding employees subsidies ranging from 20 to [-]."

"We can even make some verbal suggestions to some of the company's celebrities or co-stars, asking them to replace all the cars they drive with brands owned by the group."

Zhang Songwen's thinking is actually quite flexible, especially since these measures can be related to Nanshan Film and Television, his enthusiasm is even higher.

It will not affect the development of Nanshan Film and Television, and it can also make the boss happier. This kind of thing is naturally very comfortable to do.

"You just have to look at the arrangements for the specific details. In short, as long as it is conducive to the promotion of each car brand, it is worth promoting."

"We want everyone to form an impression that Jaguar, Land Rover and Star are synonymous with luxury cars."

“If one day in the future people don’t talk about driving a BMW or riding a Mercedes-Benz, but talk about driving a Star or riding a Jaguar, then it will be considered a complete success.”

Cao Yang immediately set a huge goal for Zhang Songwen.

Fortunately, he did not say when he would need to reach this point, otherwise Zhang Songwen would be under great pressure.

"Mr. Cao, I have another idea, which may be beneficial to the promotion of these models."

Zhang Songwen felt Cao Yang's enthusiasm for this topic and naturally would not miss the opportunity.

He was still debating whether to make this call before.

Now it seems that this call is still very meaningful.

"what idea?"

Cao Yang asked in a very cooperative manner.

"Car Club!"

"I think the car enthusiasts club of Xingchen Motors can do a good job, and the same goes for Jaguar and Land Rover."

"Based on the current situation, many celebrities have purchased Xingchen cars."

"At that time, we will organize some car club activities regularly. If we can invite individual celebrities to participate, the attraction will definitely be much higher."

"We can even invite some third- and fourth-tier actors who are not very famous, or even some models to participate."

"For these people, being able to meet wealthy friends who can afford Xingchen cars at car clubs should be something worth looking forward to."

"When the time comes, everyone will take what they need and make the activities of the car club more lively. Maybe we can attract more people to buy our models."

"No matter how bad it is, we can also make relevant news about the car club a hot search every now and then to maintain relevant exposure."

After staying in the entertainment industry for a long time, Zhang Songwen's mind has become more active.

How to use the influence and resources of Nanshan Film and Television to help promote Xingchen Motors is what he cares about most.

Because he knew that Cao Yang cared about this most.

What matters to your boss is what matters most.

This is something that countless professionals have never fully understood in their entire lives.

After so many years of hard work, Zhang Songwen has naturally understood the essence of it.

"This idea does sound interesting. Then you can have a good communication with the sales department to see how to implement it better."

Cao Yang directly agreed to Zhang Songwen's proposal without thinking too much.

It’s hard to say how effective it will be, but it’s definitely worth a try.

that's enough.

Cao Yang wants to see what kind of pressure Nanshan Group's approach of developing in the form of an entire ecosystem will bring to other car companies.

That kind of dimensionality reduction blow is definitely worth looking forward to.