Coquettish Rebirth

Why do you say that after the Saab brand was handed over, it may not be able to turn losses into profits?Let’s first talk about Saab’s losses. Although GM is part of the scapegoat, GM’s sales system all over the world has also helped Saab sell a lot of cars!Assuming that a less well-known auto company in Europe, a company without a strong sales system such as GM, Ford, and Volkswagen, acquires Saab, even if GM sells all the technologies and factories of Saab's R&D center. , Then how can the car be sold to make money after it is built?No matter how GM lost money through platformization in the past, the problem now is that Saab's cars cannot be sold!No matter who takes over the brand, they have to face such a problem!At the same time, it is necessary to think about that even a company like General Motors cannot sell Saab cars for millions of cars. Can other car companies do it?

At the same time, in order to make Saab bigger a few years ago, GM must make Saab's factory in Sweden bigger and invest various funds to lay a foundation for Saab's development and growth. To keep wasting money!It's like the production line can be stopped, but the workers can't let them be laid off, can they?After all, no one knows how long this financial crisis will last. What if it will be all right next year?When the time comes to recruit workers again?Moreover, in a Nordic country like Sweden, because it was close to the Soviet Union, the risk of being reddened was too great, so the government was frightened and hurriedly increased various benefits!Or is modern Nordic all socialist?Under the deterrence of the Soviet Union, they had no choice but to do so!If they don't improve the treatment of the common people, and the common people see that the Soviet Union has good welfare and high treatment, then don't make a revolution?

So it is really difficult to fire workers in Nordic countries like Sweden!For example, in the United States, the labor unions of the workers are almost the same as black organizations. For example, in France, there are all kinds of exaggerations. There are workers who strike and blockade the factory to confront the police. When the police want to enter and fight with the police, Sweden guarantees it. Even more exaggerated, even the government may side with the trade unions!So here comes the problem.If you buy the Saab brand, and then find that GM spent money to expand the production line and hired a lot of workers, the production line can now be shut down.But not only can workers not be fired, they can’t even be paid less!Either let workers come to work with full wages, or give full wages to let employees rest at home, how much will it cost in a year?Coupled with the bad morals of the world, not many cars can be sold.How does this turn a profit?

Jia Hung-chien remembered that in the history of the Netherlands, a car company called Spyker bought a brand like Saab from General Motors. As a result, two or three years later, it was begging grandpa to call grandma for the poor, and rushed to the world Find your next home!In the end, I finally found a Chinese owner and wanted to resell Saab to the Chinese, but who knew that GM would come out to make trouble again at this time——GM said that when it was sold to Spyker, it was in the contract. There are regulations, in order to avoid the leakage of technical resources such as platforms that GM has spent a lot of money on research and development.So it doesn't matter if you use Saab's technology or something like Spyker for yourself, but you are not allowed to sell it out!And if Spyker wants to sell it, it will naturally sell Saab's brand and technology together, so GM came out and called for a stop. In the end, Saab really didn't sell, so it fell into the hands of Spyker.Spyker ran to the United States to sue GM with red eyes and suffocated energy, demanding that GM pay them 30 billion US dollars... Of course, it is impossible to succeed.

Since Spyker who bought Saab in history is so miserable, Jia Hongjian wants the following people to contact GM to see if they can buy Saab?In this way, you have to buy a Saab whose English name is SAAB, isn’t it a bit SB?No!Spyker does not have a strong sales system, and their main battlefield is still in Europe, which is affected by the economic crisis in the United States. Of course, they cannot sell much.But what if the main battlefield is China?Don't forget that China's car sales have increased rapidly in recent years.In two years, it will surpass the United States to become the country with the largest car sales in the world's single market. How about bringing Saab to the Chinese market to sell it?Not to mention anything else, it is an SUV with hundreds of thousands.Like how many people in China knew about JEEP a few years ago?Many people thought it was a Jeep when they saw JEEP before, and thought it was a model rather than a brand!As a result, within a few years, not to mention that JEEP cars are everywhere, at least the sales are not low, right?

For example, the sales volume of JEEP in the United States in 2012 was only more than 40, and the sales growth in China reached 107%!It has become the second largest market for JEEP in the world besides the United States!Among other things, if we can operate a Saab like a JEEP.Not to mention too much, in two or three years, the annual sales of [-] to [-] vehicles in China, coupled with the traditional European market, will Saab's global sales increase?Then for a brand like Saab, we can completely import Nordic quality in China—for example, all components and parts are imported from Sweden and assembled in China.At the same time, the tariff on the import of components and the tariff on the import of complete vehicles are incomparable!

The advertisements are smashed down, and there are slogans such as "Swedish military quality", "designing cars with the concept of fighter jets", "the pioneer of car turbocharging", and so on, bringing Saab's aggressive style infinitely closer to Audi, BMW, and Mercedes-Benz. , Are you afraid that the market will not be able to do it?In the past few years, the number of rich people in China has increased rapidly. Especially since 08, housing prices have skyrocketed. There are more and more people who can afford good cars, so if we bring a car of noble Swedish descent like Saab into their sights, how can we get a share of the action, right?Therefore, in Jia Hongjian's view, if nothing else, just buying a brand like Saab and focusing on the development of the Chinese market is still very promising. There is still hope for turning losses into profits in two or three years!

Of course, we bought Saab mainly for their technology.For example, the introduction of Saab's own 9-3 and 9-5 platforms, let's not copy it, at least learn from the platform-based design ideas of GM's previous ones, it will also affect the development and technical reserves of Huaxia Automobile. Good!At the same time, if a brand such as Saab is bought in, it will turn around and make money for us in two or three years. Then we will definitely not lose money, because we have all the face!How wonderful it is to have both technology and money!However, this is only the most ideal situation, and there may be various problems in actual operation, such as the Nordic trade unions coming out to make troubles, and fearing that the Chinese will take away their technology to nourish other brands of Huaxia Automobile.If we really can't do this, we can still invest money in Sweden to build a research and development center or something!It can be clearly said that it is to absorb technology from Saab, but isn't it good to turn Saab into a design, high-end technology research and development and pioneer identity?At the same time, we still have the confidence to say this - like Tesla, with our support, isn't this good?We didn't dismantle Tesla and bring it back to China, did we?

But thinking of this, Jia Hongjian's thoughts diverged—speaking of which, after we have more brands, how do we distinguish between sub-brands?How should we learn from Procter & Gamble?Procter & Gamble Head & Shoulders is anti-dandruff, Rejoice is natural and smooth, and Pantene is for repairing damaged hair. These are all differentiated by function and product image. We have to do it, otherwise, the products will be separated by themselves. Fight, instead of uniting to grab the market with others!Judging from the existing brands in Huaxia Motors, Tesla is undoubtedly taking the sci-fi route of electric vehicles.Under Jia Hongjian's control, the Tesla brand represents the future and all kinds of high technology!So if any high-tech that consumers can think of but can't think of, it must be installed on Tesla!

It’s like a head-up display, which diffracts the satellite route navigation directly on the transparent glass directly in front of the driver’s line of sight, what kind of super-large central control touch screen, what kind of car can directly access the 3G Internet, anyway, how can it be sci-fi!When consumers see the name Tesla, they think of cars that only appear in sci-fi movies!This is the positioning of the Tesla brand, and this is the positioning of Jia Hongjian for Tesla!Of course, the price of this car must be quite sci-fi, you get what you pay for, it gives consumers a sci-fi experience, and gives them such a compelling style, how can we make money?

On the other hand, among the existing brands, such as Zhonghua, it is positioned at the level of local high-end cars or official cars.After the Zhonghua brand was given to Huaxia Motors, our heads of state receive foreign heads of state, all of them drive Zhonghua cars!Then various government procurements, and because the head of state rides in Zhonghua cars, there must be a lot of good and bad. Naturally, many government official vehicles have adopted Zhonghua, and there are still many parts of the market that belong to Audi. up.In fact, the Audi brand not only has an official car market in China, but it is also a common official car in Germany.As for Jia Hongjian's positioning for Zhonghua, it is the local version of Audi in China, at least the Audi in terms of cars!It is to highlight the stability and grandeur, it is to highlight a thick!

For example, the overall brand of Tesla is relatively young. Relatively speaking, it is for those young and rich people to play, or for those who are old but want to feel the future, go out and drive to show off and go for a drive.As for our Zhonghua, it is opened by rich middle-aged people and rich old men when they go out to discuss business, and what they pay attention to is a calm and heavy!It needs to have that kind of business and official style, it needs to have a basically black appearance, and it needs to be more old-fashioned!

Then, like Luofu and MG, these two brands are basically completely digested by Huaxia Automobile, and they are not very much a brand in themselves.Besides, it is Huaxia Automobile's own brand. Huaxia Automobile's own brand is relatively civilian, covering a class ranging from 5 to 20. It can be said that it is the class with the largest sales of passenger cars in China.In such a brand of Huaxia Automobile, it includes mini cars, including A-class cars and even B-class cars. Simply put, it is moving closer to the brand image of Volkswagen in China!Then, like what is our van brand, that is to make vans and buses.

So in this case, if we buy Volvo and Saab, how should we position them? (~^~)