Rebirth 99 to become a car giant.

Chapter 452: Drive a Land Rover when you are happy in life, and control a Jaguar when everything is ready
The weather in October is already chilly in the Northeast.

But in Yangcheng, it is still extremely hot.

In the morning, Cao Yang returned to the company and listened to Mi Ying's report on the latest situation on the Internet, and then received a call from Wang Ying.

Originally, Cao Yang thought that Great Wall Motors was going to fight to the end this time, but unexpectedly he compromised.

It seems that one must have strength to win respect.

After hanging up the phone, Cao Yang became more determined that Nanshan Group will always follow the technical route in various industries.

As long as the technology is strong enough, many things can be easily solved.

Otherwise, relying solely on relationships or marketing measures will not last long.

"Mr. Cao, the leaders of Lingnan Province will come for an inspection in three days. It is expected that there will be quite a lot of topics covered. The general manager's office has received some topics from the other party, and some discussion participants have also been put on your desk. ”

Although Cao Yang wanted to devote more time to technology research and development, he couldn't help himself in the world.

Nanshan Group has developed to the scale it is today, and it is impossible for him to continue to stay in the company every day to study technology with technicians.

"I understand. Then you can make an appointment with Spring City Automobile at the end of the month. Mr. Zhu and I will go over the design plan of Nanshan Hongqi's new model."

"After that, we will arrange inspection trips to Shanghai, Chang'an and other places. The matter of setting up a factory for Jaguar Land Rover will also begin."

While Cao Yang was signing the document, he told Mi Ying about his recent work arrangements.

"This year, many of our new technologies are planned to be submitted for the National Science and Technology Awards. It is estimated that some awards will be given to us."

"Especially in carbon fiber, the relevant authorities have revealed that there may be awards."

"You may need to reserve time in advance to participate."

Some things may seem sudden, but in fact they have been prepared for a long time.

It’s just that most people don’t know the process.

For national science and technology awards like this, we started collecting and sorting them out early.

Relevant technologies were not developed in that year so that they can win awards that year.

Otherwise, there would be no need to judge awards such as the Nobel Prize.

"We'll talk about the award ceremony later."

"Have any other places recently contacted us to participate in some activities that would be difficult not to attend?"

When Cao Yang asked, Mi Ying immediately said: "Lingnan University of Technology has always wanted you to go back and give a few classes to everyone, or give a lecture or something."

"After all, you are now a visiting professor at Lingnan University of Technology."

The relationship between Nanshan Group and Lingnan University of Technology is very close, and Mi Ying is naturally very aware of this.

If other universities invited Cao Yang to give lectures, Mi Ying probably wouldn't report it.

"At the end of the year, after I've been busy for a while, I'll give you a lecture before the winter vacation."

During this exchange, the time came to nine o'clock in the morning.

Cao Yang started a routine of meeting all day long.

In many large companies, if you want to make an appointment with the boss, it is often difficult to make an appointment at a suitable time unless you do it more than a week in advance.

Nanshan Group now has so many industries under its umbrella, so naturally it is even more so.

During this period, Cao Yang was very concerned about Jaguar Land Rover, so almost every day there was at least one meeting related to Jaguar Land Rover.

Today is no exception.

The first meeting at 9 o'clock was with Pan Jianghui, Zeng Tingting and others.

The theme of the conference was how to make Jaguar, Land Rover and Xingchen Motors the most popular luxury brands in China.

"Mr. Cao, Audi sold 10 vehicles in China last year, BMW sold 6.6 vehicles, Mercedes-Benz sold 4 vehicles, and Lexus sold 3.1 vehicles. However, the total sales of Jaguar Land Rover in China last year were less than 1 Thousands of vehicles.”

"Other car companies such as Porsche, Cadillac, Infiniti, Acura, and Genesis also have sales of less than [-]."

"As for our Xingchen Motors, our sales in China last year were between those of BMW and Mercedes-Benz, with about 5 units sold domestically."

"However, since the launch of our Xingtu, Xingchen Motors' sales in China this year should be able to surpass BMW, reaching close to 10 units, or even exceeding 10 units."

"At the same time, Jaguar Land Rover's performance this year is also better than last year. It should not be a big problem for sales to double year-on-year."

Zeng Tingting first gave a brief introduction to the entire luxury car market, and then began to discuss specifically how to replace "ABB" with Land Rover, Jaguar and Xingchen Motors.

"In the first nine months of this year, Land Rover's sales in China have reached 9 vehicles, an increase of 1.3%. It is expected that the annual sales volume will hit 134 vehicles."

"Although Jaguar's sales are far behind, the launch of the new Jaguar XF series this year has greatly improved Jaguar's sales,"

"XF's innovative design changes Jaguar's past stable yet retro design concept, using dynamics and high technology to reinterpret this century-old luxury brand."

"The new Jaguar XF is a true sports luxury sedan and the most modern model under the Jaguar brand concept."

"The new XF does not adopt a three-box design, but adopts a four-door, five-seat style, and the body lines are more compact."

"The XF also further adds a new element to sport luxury sedan design."

"The four-door new Jaguar XF has a coupe-like appearance design, which is extremely dynamic and visually impactful."

"The interior design style of Jaguar XF is also quite modern and unique."

"Jaguar's new design style was first reflected in the new XK sports car, and now it is also applied to the XF for the first time, making the entire vehicle more dynamic and the visual experience greatly improved."

"Since XF was launched in China, it has maintained a record of sales exceeding [-] for many consecutive months."

Pan Jianghui also quickly added on the situation of Jaguar Land Rover.

Obviously, the development of the two brands Jaguar and Land Rover in China is also a bit unbalanced.

Jaguar's bicycle sales are in units of hundreds, and only one or two thousand units are sold in a year.

But Land Rover has now reached a monthly sales volume of close to 2000 vehicles.

"The route taken by Jaguar XF is very similar to that of Ziweixing, but the price is much more expensive than that of Ziweixing, so sales have never been able to increase."

"In the future, if domestic production can be achieved and the price drops, the situation will probably be better."

Zeng Tingting immediately pointed out the most fatal problem of Jaguar XF.

However, Cao Yang had different opinions on this situation.

"For models with monthly sales of less than 1000 units, there is no need to worry about domestic production."

"Sometimes consumers don't have a particularly big feeling about domestically produced low-priced cars."

"Jaguar is going to take a high-end route. At that time, except for the best-selling models, it will choose a domestic model, and the others will not be touched for the time being."

"Jaguar Land Rover's factory will first produce one or two Land Rover SUVs in China. I still think the SUV market will have the largest growth rate in the future."

Cao Yang is very clear about the development pace of China's automobile market.

Although now due to the emergence of Nanshan Group, many things have changed.

But some big trends will not change.

Competition in the SUV market is obviously still lower than that of cars.

If it develops sedans, Jaguar will face competition from Mercedes-Benz E-Class, S-Class, BMW 5 Series, 7 Series and other models. It wants to easily crush each other, but it will not be that easy.

It's better to take it step by step and build the SUV first.

You can even consider giving Jaguar a mid-to-large SUV, giving it a unique entry point to enhance its brand influence.

"The positioning of Jaguar XF is indeed somewhat similar to that of Xingchen Motors' Ziweixing, but XJ is different."

"Or will you consider localizing the XJ first?"

Pan Jianghui also wants to give Jaguar a chance to localize its products.

In his view, the price can drop a lot after localization, and there is no doubt that the contribution to sales will be.

By then, he, the vice president of Jaguar Land Rover Automobile China, will not be under so much pressure.

However, Cao Yang didn't want to discuss this topic with him directly. Instead, he changed the subject and said, "In addition to ABB and Lexus, everyone should also pay attention to what's going on at Cadillac."

"General Motors has begun to pay more attention to the Chinese market after sufficient supply."

"In the future, Cadillac will regard the Chinese market as a very important market and continue to introduce new models."

When Cao Yang said this, Zeng Tingting immediately echoed: "Cadillac's move is indeed not small. This year Cadillac has brought a number of new models to Chinese consumers, among which the facelift of the CTS is the most eye-catching, with a blade-like front face and diamonds. The cutting design has always been unique among luxury cars.”

"I even heard that Cadillac is going to bring a hot model to Chinese consumers - CTS-V."

"This is the first high-performance sedan from Cadillac's V-series family, which represents top performance, to be introduced to the Chinese market. It marks the Cadillac brand's bold entry into the high-performance luxury car market in China."

“As the most powerful mass-produced sedan in Cadillac’s 106-year history, the new Cadillac CTS-V ranks high in the Nürburgring track performance test record with a lap time of 7 minutes, 59 seconds and 32 seconds.”

"With a 3.9-0 mph acceleration time of 60 seconds, the new Cadillac CTS-V is the fastest production V8 four-door sedan in the world."

"The 6.2-liter V8 supercharged engine has a maximum output of 556 horsepower and a peak torque of 747 Nm / 3800 rpm."

"Unless our Ziweixing is equipped with a W16 engine, there is really no way to surpass them."

“In addition to strong power, the new Cadillac CTS-V has also achieved comprehensive improvements in technology and design, including an active electromagnetic induction suspension system, the industry’s first racing-grade high-performance traction control system and a steering wheel with shift paddles. New six-speed automatic transmission.”

"In order to highlight its personality, CTS-V also uses RECARO professional racing seats, Brembo braking system and Michelin 19-inch PS2 high-performance tires, which further highlights their excellent sports characteristics."

"This distinctive V family character and black high-performance design style are clearly visible in the interior and exterior."

"I feel that although it will not have a particularly big impact on Ziweixing's sales, it cannot be ignored."

Although Ziweixing is not responsible for the sales volume of Xingchen Automobile, it can still contribute to sales of almost [-] vehicles every year.

So Zeng Tingting was still quite nervous.

The most important thing is that Ziweixing is the only sedan of Xingchen Motors.

"I don't think you need to worry about Cadillac's high-performance cars. They are definitely not for ordinary consumers."

"But if they import all their various cars and SUVs into GM for localization in the future, there may be an explosive growth in sales by then."

When Cao Yang said this, Pan Jianghui also echoed and summarized: "In this way, what we should focus on next is ABB plus Cadillac and Lexus. The others should not pose much of a threat to us." "It is estimated that Porsche will also be added. Their strength cannot be underestimated. Even if the sales volume is not that high, the influence is very great." Cao Yang added his views on Porsche.

This model has not been domestically produced in China until later generations.

The brand positioning of luxury cars has always been relatively solid.

Even buying a Panamera requires an extra price to wait for the bus.

"I think Jaguar and Land Rover are no longer inferior to Porsche in terms of brand positioning."

"The current models of Xingchen Motors are all relatively expensive."

"Even the cheapest Ziweixing starts at 79.99 yuan."

“In terms of brand style, it’s not much worse than Porsche.”

"It's just that Xingchen Auto's brand heritage is not that deep. If we make one wrong step, our reputation can easily collapse."

"So in the next step, we should let Xingchen Automobile use more advanced technologies, some black technologies that have not been used in other luxury cars."

“This way we can always maintain our own brand attributes.”

As the head of the sales department of Nanshan Group and also the head of the Xingchen Automobile Sales Department, Zeng Tingting has a relatively deep understanding of brand-related things.

"I think what Minister Zeng said is quite reasonable. The global positioning of Jaguar and Land Rover is on the same level as Porsche. The focus of our next publicity is to make everyone aware of this and accept this."

"In this aspect, Jaguar and Land Rover may need to properly differentiate themselves from Xingchen Motors in their promotional strategies."

"At that time, one direction will be a British-style luxury brand, and the other will be a positioning direction of high-tech high-end cars."

Pan Jianghui also expressed his approval of Zeng Tingting's views.

"Your analysis makes sense. Now that Xingchen Automobile has established an intelligent network connection center, we will try our best to improve the level of intelligent network connection and autonomous driving of Xingchen Automobile in the future, so that Xingchen Automobile can become the most intelligent Luxury model.”

"At the same time, we at Nanshan Carbon Fiber can produce all kinds of carbon fiber ourselves, so parts such as steering wheels, rearview mirrors, fenders, etc. can be made of carbon fiber. We also try to use carbon fiber as much as possible to give it a luxurious feel." It brings out the sense of technology.”

"Of course, in terms of interior, there must be no shortage of comfort configurations."

"Refrigerators, color TVs, and large sofas are standard equipment in the house, and we must also have the same level of equipment in the car."

"At that time, not only will the driver enjoy the joy of driving, but also the passengers will enjoy the joy of moving."

Cao Yang's thinking is relatively clear.

There is nothing special to hesitate about.

Nanshan Engine has already produced engines of various displacements, and there is very little power optimization that can be done in the next step.

In terms of gearboxes, 10AT is already under development and will soon be available on new models.

Then what can be done is the evolution of some electronic and electrical devices.

By then, Xingchen Motors will have developed some more advanced electronic architectures in advance, equipped with various intelligent network components, and will directly crush traditional luxury models such as Mercedes-Benz, BMW, and Porsche.

Maybe it will bring you unexpected surprises.

After all, sometimes consumers buy Mercedes-Benz and BMW not because they really like these two brands, but because there are not many better alternative brands.

The concept of driving a BMW or riding a Mercedes-Benz has been deeply rooted in the hearts of the people.

Cao Yang wants to change this!
"When it comes to technology research and development, I am confident that Nanshan Group can do it better than other manufacturers."

"The Human Resources Department is preparing to recruit [-] new employees this year. By then, the group's R&D strength will definitely be able to reach a higher level."

Zeng Tingting listened to Cao Yang sort out the brand positioning, and the ideas in her mind became clearer.

“If a brand wants to leave a deep impression on people, it must have some mantras for everyone.”

"Every car must have a road to reach the mountain, and if there is a road, there must be a Toyota car."

"What other Honda car is that you buy a Honda engine and get a Honda for free, a Honda for a day, a Honda for life."

"As for the more classic driving a BMW or a Mercedes-Benz, it goes without saying."

"For Jaguar Land Rover and Xingchen Motors, do you think of any marketing terms in this regard?"

Although these memes may seem like that, the potential impact on consumers is actually huge.

Many people know the brand Mercedes-Benz and BMW even if they don’t even recognize the logo of Mercedes-Benz and BMW.

"Drive a Land Rover and ride in a Jaguar."

Zeng Tingting's mind turned around and she immediately came up with a plan.

Although this solution has no technical content, it has to be said that it is still somewhat appropriate.

"It's okay, but after all, I learned from others, giving people the feeling of following the trend."

Cao Yang himself had thought about this plan before, so he didn't deny it immediately.

Of course, if you can't find a better solution, it's not impossible to just use this.

Anyway, Nanshan Group is very good at marketing.

At that time, it will be enough to let more netizens know the concept of "drive a Land Rover, be a Jaguar".

"Mr. Cao, I thought of one, but there are a few more words."

Pan Jianghui next to him is also somewhat talented, and he has been thinking about this issue during this time.

No, Cao Yang asked now, and his preparation came in handy.

"If you are happy in life, drive a Land Rover and drive a Jaguar in everything you do!"

Pan Jianghui saw Cao Yang and Zeng Tingting looking at him, and gave the answer directly without giving in.

This was a plan he had thought about for a long time. Others were not as good as this.

"If you are proud to drive a Land Rover in life, you should be able to drive a Jaguar in everything?" Cao Yang savored this sentence and thought it was really good, a little catchy.

At that time, combined with the slogan "Drive a Land Rover, ride a Jaguar", it seems to be a good plan?

"Until you find a better solution, just use the solution Lao Pan said."

For a moment, Cao Yang couldn't think of a better phrase.

So it was decided to let Jaguar Land Rover use this promotional phrase.

In the future, when we get some advertisements, we can directly promote them like this.

Even when delivering a car in a 4S store, you can prepare some catchy blessings to give to customers.

"Mr. Cao, now that we have the Jaguar Land Rover phrase, what should we use for Xingchen Motors?"

Zeng Tingting herself was a little worried. She didn't think of a particularly satisfactory phrase.

"Star Cars, give you a different starry sky?"

As soon as Pan Jianghui said this, he felt unsatisfied and quickly said: "It doesn't seem to be that good."

"This will allow netizens to use their imaginations and ask for relevant advertising words in car enthusiast groups or forums."

"You can even directly give an advertising fee as an incentive. As long as Xingchen Motors adopts this advertising slogan, it will give the other party a heavy reward."

"Maybe this can also become a new marketing point."

Similar solutions have not been used by Xingchen Automobile before.

Now take it out and use it again, the effect is not necessarily bad.

"Then I will contact Autohome later and announce the project on Xingchen Auto's official Weibo."

"At that time, whoever can come up with an advertising slogan that satisfies us will be given a reward of 66 yuan?"

Zeng Tingting looked at Cao Yang with questioning eyes, waiting for his decision!
"No problem, as long as the advertising words are good enough, we will make money if you give us 99 yuan."

“The Nongfu Spring advertising solicitation was the most successful case.”

Cao Yang immediately thought of the most classic case in the advertising solicitation activity.

"We don't produce water, we're just nature's porters."

Some people say that this advertising slogan is worth [-] million.

But Nongfu Spring only spent hundreds of thousands to collect this advertising slogan.

It can be said that it is a win-win outcome for both the person who wrote the advertisement and Nongfu Spring.

A good advertising slogan is sometimes really important.

"Mr. Cao, Leader Liu is almost at the gate. He will check with you later on the arrangements for the visit to Lingnan Province."

Seeing that the meeting had reached the scheduled time, Mi Ying gave a reminder.

Today's meeting schedule is very full.

Sometimes we run out of time while talking.

As a secretary, you need to use your reminder function at this time.

Otherwise, one meeting after another will be postponed, and the schedule will be completely messed up.

This will cause a lot of trouble to the people below.

"Mr. Cao, I will discuss with Nanshan Film and Television when the time comes to see if we can come up with some more special publicity plans."

Jaguar Land Rover China's headquarters is in Shanghai, and Pan Jianghui will fly back to Shanghai this afternoon, so he quickly reported his next move to Cao Yang.

Cao Yang naturally had no objection to this.

He actually wanted to see what tricks Jaguar Land Rover could do in the entertainment industry.

If he can really surprise himself by then, he can be made the general manager of Jaguar Land Rover China in advance.

After all, people have achievements and their bosses support them.

Even if other people have opinions, they can't say what they are wrong about.

(End of this chapter)