The car giant started by marrying the daughter of the king

BMW heavy trucks have attracted the attention of many people in the automotive industry.

However, the BMW Group immediately brought everyone a more shocking news.

That is, the Land Rover Range Rover, the flagship SUV model of the Land Rover brand, is about to be officially launched on the market.

"Boss Jiang, the first batch of goods has arrived in America, the Middle East, Europe and other places today. By then, our global launch of the Range Rover can proceed as scheduled."

This is not the first time that Chen Chenxing has hosted a new car launch event.

But this time, the Range Rover's activities are obviously a little different.

As a high-end model among Land Rover models, but if it wants to achieve the goal of 1 units in monthly sales, it naturally has to take some action.

Otherwise, it would not be easy to sell more than 50 units per month for a car model that is priced over 6 yuan in China and over US dollars in the United States.

"After the Range Rover is launched, we need to pay close attention to various feedback from consumers to see if there are any flaws in our design."

"Then, we will adjust and launch some segmented versions in a timely manner according to the needs of consumers in different regions."

The current Land Rover Range Rover has similar configurations all over the world, without too many sub-versions.

This is certainly not enough.

For example, the usage demands in the Middle East and the ideas of Chinese consumers are definitely different.

However, as a high-end model, the number of plans is not large.

If there are too many versions at the beginning, the initial development cost investment will be a bit high.

It is likely that some useless work will be done.

Even with Jiang Hui's guidance, there is no way to accurately grasp the needs of every market.

"Well, we have now established branches in major overseas markets, and the business development will definitely be smoother than before."

"As a global premium SUV, the Range Rover will surely lead the development of new markets."

Porsche, Mercedes and BMW in the current luxury car market do not have high-end SUV models similar to the Land Rover Range Rover.

It can be said that Land Rover Range Rover is a pioneer in the market.

As long as we accurately grasp the market demand, the prospects are still very worth looking forward to.

It will take at least a few years for competitors to react.

This gap is enough for the Land Rover Range Rover to gain a foothold.

"Land Rover's current focus is on off-road vehicles and pickup trucks, and this will be the same in the future."

"Some of our future marketing plans will also be developed in combination with the positioning characteristics of the Land Rover and Mercedes-Benz brands."

To make a brand a high-end brand accepted by everyone, or a brand that tends to be high-end, there is definitely a lot to do.

It is definitely not enough to simply make the car's configuration very high.

Jiang Hui did not intend to make Land Rover a particularly high-end brand, as that would inevitably lead to extremely high sales prices and limited sales.

But if you go too low-end, the profit will not be high, which is not what Jiang Hui pursues.

The best would be if the brand influence could be on par with BMW and Mercedes, but the price could be on par with Audi and Lexus.

Some models are even lower than those of their peers.

In this way, sales are more worth looking forward to.

By then, it would be ideal if the sales volume of the entire BMW Group could be maintained at a level above three million and below five million.

As for becoming the world's number one, it is obviously not enough to rely solely on the BMW Group.

BMW Hongqi can handle sales in the mid-range and even low-to-mid-end markets.

In the future, with the rapid expansion of China's automobile market, this market will also be very huge.

If Hongqi BMW can seize the opportunity, it is not impossible for it to become a large automobile company with annual sales of two to three million vehicles.

By that time, the BMW Group will not be the largest in the world simply in terms of sales.

But looking at the turnover, there is hope to become number one in the world.

After all, if the price of one car is higher than that of two other cars, the relationship between the number of cars and the turnover will naturally be different.

"Zhu Jiang Investment is cooperating with us and is preparing to actively invest in some automotive magazines to support their development and growth."

"At the same time, we will also cooperate with some established international automotive magazines to build our own influence in the professional field."

"At the same time, we will also cooperate on advertising in some magazines placed on domestic high-end hotels, airports and airplanes."

"As for the TV and movie advertising placement mentioned earlier, it will also be carried out as a long-term project."

Chen Chenxing knew that Jiang Hui attached great importance to brand building, so naturally he had to put more effort into this aspect.

To this end, BMW Group also poached some marketing personnel from some European car companies.

Some brand marketing personnel were even poached from French luxury companies.

These costs are not small, but if they are amortized to each car, they are not that much.

Taking into account the space between the cost and selling price of these models, there is still a lot of room for Chen Chenxing to maneuver.

The current automobile market is not as competitive as it will be in the future. BMW Group’s products are leading the development of the automobile market with their super beautiful appearance.

This advantage alone makes a lot of Chen Chenxing's work much simpler.

Otherwise, how could it be possible for a Chinese company to produce high-end cars?

While Chen Chenxing and Jiang Hui were discussing the Land Rover Range Rover, General Motors in America was also busy.

"Austin, the appearance of this Range Rover has once again refreshed our perception."

Murphy walked around the Range Rover with mixed feelings.

They will sell this car with the Cadillac logo, otherwise the price would not be so high.

"Yes, the Range Rover has completely rewritten the boundary between traditional off-road vehicles and luxury cars with its revolutionary design language."

"Through minimalist lines, perfectly proportioned bodywork and forward-thinking detailing, the result is a moving work of art that embodies both majesty and elegance."

As General Motors' design director, Austin has the most say in the exterior design of the Land Rover Range Rover.

Several previous Land Rover models are classics, but Austin feels that they are still inferior to the Land Rover Range Rover.

"The 'shoulder line revolution' on the side of the car completely changed the stereotype of SUVs."

"Jiang Hui uses the 'reverse arc' technique to create a 10mm depression at the waistline, which, combined with the 25mm outward-curved surface below, creates a 'double curvature' effect similar to the side of a yacht."

"The most groundbreaking design is the floating C-pillar design: by extending the third side window glass to the D-pillar and using dark gradient glaze, it creates the illusion of glass surround."

"The rear of the Range Rover may well be the most successful example of subtraction in automotive history."

"The entire rear windshield is inward-tilted at an angle of 82 degrees, the tailgate adopts the 'monocoque' concept, and the license plate frame is moved to the rear bumper, creating a facade as pure as a concept car."

“The hidden wipers are stored inside the rear wing, and the dual exhaust outlets are nested in a trapezoidal shape, echoing the geometric language of the vehicle.”

“Even more classic is the first time that a two-tone paint scheme has been applied to a production car in the Range Rover.”

"The roof can be chosen to contrast with the body in blue or white. The paint surface adopts a 'wet-on-wet' three-layer spraying process. The clear coat contains ceramic particles and has a hardness of 9H pencil grade."

"It can be said that the Land Rover Range Rover has completely overturned the design concepts of many automobile designers in the past, and will have a long-term impact on the appearance design of many SUV models in the next few decades." Austin's evaluation is very high.

He used to admire Jiang Hui very much, but he felt that if he tried hard, he could design a good-looking car.

But now that he has seen the Range Rover, he is completely convinced.

The gap between people is really not that big.

The Land Rover Range Rover is destined to be a classic.

And it is the kind of car whose design will still be a classic even after twenty years.

This type of car is really great.

For example, the Volkswagen Beetle has maintained the same appearance for so many years and is still accepted by many people. This is very rare.

In the high-end off-road vehicle market, this kind of appearance design is even more rare.

"According to what you said, the Range Rover should sell very well in the global SUV market this time?"

When Murphy said this, his mood was definitely very complicated.

Of course, he hopes that the Cadillac Range Rover sold by General Motors in the United States can sell better.

But he also worries that the Range Rover will take away Cadillac's large SUV market overseas.

"It will definitely succeed, the only difference is the degree of success."

"However, the market for large luxury SUVs is not very large. Although the Range Rover is a classic, its monthly sales are estimated to be only around 10,000 units."

"It should be very difficult to exceed 2 vehicles per month."

This evaluation of Austin is actually very high.

You have to know that the sales volume of luxury cars is not measured by selling tens of thousands of units a month.

It would be very good if it could be measured in thousands of units.

"The path taken by BMW Group is very different from that of General Motors."

"I think the cooperative relationship between the two sides can continue in the short term."

"For us, the benefits of cooperating with them outweigh the disadvantages."

Austin gave his judgment quite clearly.

This is also his sincere thought.

"Okay, then I'll have the sales department do some good publicity and try to get the monthly sales of Cadillac Range Rover to 1 units in the North American market."

Murphy thought about it and felt that what Austin said made sense.

The Cadillac Range Rover sells well and can contribute substantial profits to General Motors.

This is a good thing.

As for other impacts, we will talk about them later.

Anyway, he won't be able to stay in the position of President of General Motors for much longer.

……

"President, once the Range Rover comes out, the landscape of the high-end SUV market will be completely rewritten."

“We don’t have any product that can compare to it right now.”

Saito Shangying did not intend to report bad news, but objectively reported the situation he knew.

Many models of the BMW Group are now competitors of Toyota.

Naturally, he arranged people to keep a close eye on the movements of the BMW Group.

After the Land Rover Range Rover officially rolled off the production line, he received some related news.

During this period, Land Rover Range Rover was transported to all parts of the world, and Toyota naturally received more information.

Seeing that the American market and other markets were beginning to promote the news of the launch of the Land Rover Range Rover, he naturally had to report to Shoichiro Toyoda as soon as possible.

"I have seen the news about the Range Rover. This car is indeed very competitive."

'Their appearance, needless to say, has always been a trendsetter in car design. It's simply unbelievable.'

"The large-displacement engine used in the Range Rover should be the same as that used in the Panamera."

“The performance in all aspects is very good.”

"There is really no way to compare with them with just Toyota's SUVs."

"At this point, I think Lexus should consider launching a model with a similar positioning to the Range Rover."

As a high-end brand under Toyota Motor, Lexus has very high expectations from many people.

From the current perspective, the development in this area is still good.

However, Lexus has not yet started to make efforts in SUV models.

"I think so too. Lexus can develop several SUVs based on our previous products."

"The most urgent thing to develop is a high-end large SUV. Once this car is developed, it will be easier for us to develop various SUV models."

Saito Shoei could naturally understand the meaning of what Shoichiro Toyoda said.

He had no reason to object.

If Lexus wants to compete with the Range Rover, it will have to launch a similar model.

Otherwise, even if other SUVs now have similar configurations to the Land Rover Range Rover, he does not have the confidence to suppress the Land Rover Range Rover.

"We should also pay attention to the development of Nanshan Technology."

“When BMW Group launches its new models, in addition to their stunning appearance, they also have breakthroughs in various configurations.”

“We also need to pay attention to this aspect.”

As the president of Toyota Motor Corporation, Shoichiro Toyoda is naturally well aware of the impact of the development of the parts industry on the automotive industry.

The positioning of Nanshan Technology within the BMW Group is the same as that of Denso within Toyota Motor Corporation.

Each of them is responsible for the technical development and production of key automotive parts, which is one of the manifestations of their respective core competitiveness.

Otherwise, relying solely on the appearance of the car, it is impossible for an automobile company to become a global giant.

"I will communicate with Denso and hope they can increase their investment in high-tech equipment."

"With the rapid development of the semiconductor and computer industries, many electronic devices on cars are also changing very quickly."

"Nanshan Technology has always been ahead in this regard. If we don't pay attention in the future, we may be surpassed by them."

Saito Shoei was prepared to implement Toyoda Shoichiro's instructions.

This is one of Toyota's core competitive advantages.

The reason why Toyota can't break down is because of its high-quality parts. (End of this chapter)