Chapter 398: Where there is a road, there must be a BMW
When Xia Honghua reported to Deputy Director Zhu, Yao Yuan and Xiao Jiabing, who had inspected the BMW vehicles, had a meeting in the small garden pavilion in the production area to discuss countermeasures.
Xiao Jiabing asked, "What is the attitude of the city government?"
Sanqi Company is a municipal enterprise and a benchmark for Nangang municipal enterprises. The attitude of the city government is decisive.
Yao Yuan shook his head slightly and said, "Mayor Zhou must have known about it for a long time, but he did not disclose it to me, which shows that the city is not willing to sell Sanqi Company."
The Land Cruiser is such a powerful model. When its biological brother comes out and dominates, the two brothers will beat the Pajero series to the ground. Since Yao Yuan has chosen the Pajero model as a breakthrough to enter the automobile industry, he will not
Let history repeat itself.
The best way is to solve the manufacturing problems of the people - buy Sanqi.
However, when talking to Zhou Liang about Yao Chong, Zhou Liang didn't even mention a word about Sanqi's new car launch in the afternoon. His attitude was already very obvious, so Yao Yuan didn't ask at all at that time. Quan
Don't know.
Xiao Jiabing said in a deep voice, "It is understandable that the city government wants to retain a company that can represent local state-owned enterprises, so we can only enter the market to compete with them. The Land Cruiser is a brand new model, and Toyota mass-produced it locally early last year.
It has just rolled off the production line, and it has been approved for assembly and production in China this year. Toyota is very determined."
After a pause, he said, "Since Toyota has made such a big determination, it is definitely not limited to producing off-road vehicles. They should invest more models in China."
Yao Yuan slowly smoked a cigarette and thought, "The cooperation between Sanqi and Toyota is only to assemble and produce the Land Cruiser series, which shows that Toyota has not yet decided whether to establish a joint venture in China. Lao Xiao, if we
If we approach Toyota Motor to negotiate a joint venture, the chances of winning should be greater than with Sanqi, right?"
After thinking about it, Xiao Jiabing said, "Not necessarily. The competition between Toyota Motor and Mitsubishi Motors is very fierce. We have become a strategic partner with Mitsubishi Motors. It is difficult for Toyota Motor to accept it."
"But we did not establish a joint venture with Mitsubishi Motors. The Pajero models we assemble and produce also use our own BMW logo and BMW brand off-road vehicles." Yao Yuan said.
Xiao Jiabing nodded slowly and began to think deeply.
Thinking of FAW Audi, Yao Yuan suddenly smiled and said, "We are in a corner. The east is not bright and the west is bright. FAW signed a high-end automobile technology transfer contract with Audi in 1988. FAW Audi was born. They produced the Audi 100 using a V6 engine.
The selling price has exceeded 500,000 yuan.”
Yao Yuan patted the stone table lightly and said, "In Europe, Audi is not a high-end car, and Mercedes-Benz is a serious luxury car. Lao Xiao, send a letter to Daimler-Benz, using the name of Southern Industrial, asking
Do they have any intention to transfer high-end car technology to Southern Industrial?"
"This is a good idea." Xiao Jiabing agreed very much and said with a smile, "I think we can ask a few more companies, such as Bagoria Engine Manufacturing Plant, American General Motors, Ford, Chrysler, British Rolls-Royce Motors, Bentley Motors, these are all
A well-known manufacturer of high-end cars.”
Yao Yuan was stunned and asked, "Rolls-Royce Motors? What brand?"
The name is very familiar.
Xiao Jiabing explained, "Rolls-Royce, which produces aero engines and high-end cars, split up ten years ago. The company that produces cars changed its name...oh yes, it's called Rolls-Royce."
Yao Yuan suddenly realized it, and then he couldn't laugh or cry, "This is a super luxury car, right? It's in the category of luxury goods. However, if you need to send a letter to ask, just ask. As long as it has good technology, we will do it."
"Well, still insist not to build a joint venture factory?" Xiao Jiabing asked.
Yao Yuan is very resistant to joint venture car factories, as can be seen from the fact that he must take back Mitsubishi Motors' shares in BMW, although everyone does not know why he wants to go against the current trend of "market exchange for technology".
"You can build a joint venture, with foreign capital holding no more than 30% and 100% technology transfer, as long as these two points are met, otherwise you will just buy the technology," Yao Yuan said.
The automobile industry of several small Eastern European countries should not be underestimated. Yao Yuan has collected a lot of good stuff. He is now not as urgent as before about whether he can continue to obtain automobile technology from Western countries.
After thinking about it, Yao Yuan said, "The top priority is to come up with a response plan. Toyota's marketing capabilities are very extraordinary. They have had many successful cases in the United States. The key is that the Japanese are very good at research, so they can usually get
Come up with advertisements that suit the local customs and customs.”
He Shirley, who was in charge of recording, took out a piece of paper and handed it over and said, "This is the advertising copy commissioned from a planning company in Hong Kong."
Yao Yuan glanced at it and immediately shook his head, "No, their thinking has not completely shifted to the mainland. There is no need for so many fancy slogans."
He thought for a while, took the pen and wrote: "There must be a road before the car reaches the mountain, and there must be a BMW on the road."
"There must be a road for a car to reach the mountain, and for a boat to reach the bridge. It is a seven-character poem, a common saying that has been circulating for a long time, and all primary school students know it. Everyone can understand it. With a picture of the front of a car crushing a pile of rocks, it is very
A good promotional image.”
Xiao Jiabing thought carefully, "There must be a road to the mountain, and there must be a BMW car on the road... It not only caters to the traditional thinking of the Chinese people, but also highlights the characteristics of BMW cars and the genius of creativity."
Toyota's success is not accidental. There are so many automobile companies. Why do they have the best life in the Chinese market? Firstly, it is because they are all Orientals and understand the aesthetics and preferences of Chinese people. Secondly, they are indeed
He devoted himself to the study of Chinese culture.
For example, if a car reaches a mountain, there will be a road, and a boat will find a straight path when it reaches the bridge. Without in-depth study of Chinese culture, few foreigners know it, let alone understand its meaning.
The most important thing is that after replacing the last sentence with "wherever there is a road, there must be a BMW", it exactly fits the characteristics of the Pajero off-road vehicle - it has good off-road performance and can go wherever there is a road!
He Shirley smiled and said, "Boss, why don't you write copywriting for us from now on, and you can save a lot of money. The entire group spends over 10 million on advertising every year."
"This money cannot be saved." Yao Yuan smiled and waved his hand, "Using this sentence as the theme, we plan a round of publicity and bombard it in major cities and major mining areas across the country. For TV advertisements, shoot a short film with this theme.
, repeatedly promoted on central, provincial, and city TV stations.”
Yao Yuan made up his mind to strike hard in the first move, not giving Toyota time to react.
Historically, Toyota would not establish a joint venture with FAW until 2000, and several main models would be officially produced in China. Under the influence of Yao Yuan, they undoubtedly greatly advanced the time to build a factory in China. Yao Yuan even
It is speculated that Toyota does not want to build a joint venture factory, but dislikes the small size of local state-owned enterprise Sanqi.
This is also true. Sanqi does not have the strength to establish a joint venture with Toyota Motor to build a factory.
Xiao Jiabing said, "In this way, production will be fully increased, which will be difficult to achieve in the short term."
Yao Yuan smiled evilly and said, "The 120,000 units underwritten will also be used to replace the frame serial number, engine serial number, production name brand, and car logo with those of BMW cars."
Xiao Jiabing was dumbfounded. He Xueli, who was recording, stopped writing and looked at Yao Yuan in surprise.
"Will this, will this cause intellectual property disputes?" Xiao Jiabing was very surprised. In his eyes, Yao Yuan is a person who attaches great importance to intellectual property rights, and he attaches great importance to establishing an intellectual property department in the headquarters group to take overall responsibility.
matters in this area.
Yao Yuan said, "The underwriting contract is very clear. Mitsubishi Motors is responsible for delivering the goods to the shore, and we settle the settlement according to the contract. As for who the car is sold to and how it is sold, that is our business. We can dismantle the car and sell it in parts, no problem."
The cars we assemble use our own brand, and this is clearly stated in the assembly and production contract. Where is the dispute?"
He Xueli was completely convinced, "Can you still do this?"
"There is no law or order in the country that does not allow this." Yao Yuan said, spreading his hands.
Xiao Jiabing was also convinced. He even suspected that when Yao Yuan signed the contract, he had already considered today's situation and decided to adopt such a "loophole" method to increase production capacity.
Mitsubishi Motors is actually a rather strange Japanese company. They seem to have never paid attention to the Chinese market. They were the first car companies to enter the Chinese market, but they were the worst car company. They got up early
Caught a late gathering.
However, Mitsubishi's engines supported the entire initial development stage of its own brand cars. This is an objective fact because they are the only ones willing to transfer engine technology.
Geely, Great Wall, Chery, BYD, Brilliance...the first few cars used Mitsubishi engines. Later, the so-called self-developed engines simply changed their labels. Even 20 years later, their self-developed engines are still out of stock.
For Mitsubishi engines...
But there is nothing wrong with this, because the whole world does this. Except for restricted technology (such as nuclear technology), most civilian technologies are based on the overall technology of the finished product. It depends on who comes up with the finished product.
better.
This is the reason why the first and only project that Yao Yuan chaired chose the overall design technology of heavy machinery chassis. The ability to integrate various technologies to form a more advanced and reliable overall technology is the key to rapid industrialization and commercialization.
important link.
In any case, in this life, the BMW cars produced by China's Bagoria Engine Manufacturing Co., Ltd. can only continue to be called "Bail".
BMW cars have appeared in China for several years, but their translated name is Bayer, which is rarely known. Yao Yuan doesn't know when they changed the name to "BMW", but they definitely don't have a registered trademark.
He originally wanted to wait for the price and wait for someone from the Bagolia factory to come to his door, and then sell the BMW trademark at a good price, but now he doesn't like the money anymore...