The car giant started by marrying the daughter of the king

Chapter 518 Hot Sales
Li Jianfeng was previously a school leader in the Shougang Logistics Department.

In 1989, taking advantage of the reform, he took a leave of absence from his job and started a trading company.

As a veteran employee who has worked in Shougang’s logistics department for more than ten years, he naturally has his own connections in the steel trade.

So the company quickly developed and now has some wealth.

"Honey, I think this Range Rover is very beautiful, let's buy it."

In the company, everyone calls Li Jianfeng "Mr. Li", but when he gets home he obediently listens to his wife.

There was nothing he could do, since his wife's father was the deputy director of Shougang. It was with the help of his father-in-law that he was able to gain a foothold in the logistics department of Shougang.

The rapid development of the business after the company was established was also inseparable from the help of my father-in-law.

Even if the father-in-law has not said a word directly, the relevant personnel all know his relationship and will take good care of him.

This kind of impact cannot be compared with that of ordinary people starting a business.

“I don’t think I’ve heard of this car before.”

"I was thinking about buying a Nissan Patrol."

"I have already asked someone on Qiong Island to find out, it only costs about 600,000 yuan."

Li Jianfeng is not very tall, but he likes to drive big cars.

Especially large SUVs.

The first car he drove was the BJ212 produced by the Capital Automobile Manufacturing Plant, because this car was provided to the leaders of their factory at that time.

This is what he had always been thinking about.

After you have money, you naturally want to satisfy your own wishes first.

However, after driving it for two years, he realized that there was still a big gap between BJ212 and some imported cars sold on the market and models of the BMW Group.

So I thought about changing the car.

In the past year, their company made a lot of money, so they had the confidence to change their car.

"You keep saying you like cars, but you didn't even know Land Rover has launched a new high-end luxury SUV."

"The Range Rover has just been on the market for a week, and I have already inquired about it. The price is 56 yuan, and the landing price is more than yuan."

"But it's obviously much better looking than the smuggled car you saw."

Mrs. Li is also an educated person and is the director of the trade union office at Shougang.

I have nothing to do every day, so I have plenty of time to read newspapers and magazines.

"This car only costs over half a million?"

Li Jianfeng immediately became interested.

"Let's go to the store and take a look at the actual car. If the car is really good, we'll buy it today."

Land Rover has already established a good reputation in China, and now that a model that fits its own positioning has been launched, Li Jianfeng is naturally very interested.

Soon, the couple drove the B212 to the BMW Group's direct sales store in the capital area.

Unlike other car companies’ method of selling cars, BMW’s sales stores adopt a combination of direct sales and franchising.

The sales department has set up direct stores in several major cities across the country, including one in the capital area.

As soon as Li Jianfeng entered the store, a sales manager in work clothes took the initiative to talk to him.

Those who can drive here to see the cars in recent years are all the first generation of wealthy people.

The sales staff in the store have all developed a keen eye.

Which people are here to watch the fun, and which people are really interested in buying a car.

Basically, you can make a rough judgement as soon as you enter the store.

Obviously, Li Jianfeng is one of those who is interested in buying a car.

“Which Range Rover is it?”

Li Jianfeng is not the kind of person who would procrastinate.

He came to see the Land Rover Range Rover today, so he naturally got straight to the point.

After listening to this, the sales manager felt more confident.

Customers who go straight for the target vehicle tend to have a strong desire to buy it.

Next it all depends on whether I can convince him to buy a Range Rover.

"Sir, this is our legendary Range Rover!"

“It perfectly combines luxury and powerful performance, and is a symbol of status and strength.”

"In terms of appearance, the tough and majestic body lines and the iconic floating roof make it highly recognizable. Whether it is for business reception or daily travel, it will instantly become the focus when driving out."

“When you step inside the car, the luxurious interior brings you the ultimate enjoyment.”

"The top-quality leather seats not only have a delicate touch, but are also equipped with multi-directional electric adjustment, heating and ventilation functions, making them comfortable even during long-distance driving."

"The performance is impeccable. The powerful engine provides endless power, and it can easily handle the challenges of urban roads and complex road conditions in the wild."

"The advanced all-terrain response adaptive system allows you to freely ride on a variety of terrains such as snow, mud, sand, etc., with a full sense of security."

“The new Range Rover is at the top of the industry in terms of quality, performance and style.”

"Choosing it means choosing a high-end, comfortable and passionate lifestyle!"

These sales managers have all received professional training, so they are naturally very knowledgeable when introducing the advantages of a car model.

Li Jianfeng, who was already very interested in the Range Rover, simply listened, got in the car to experience it, and then continued, "Can I test drive it?"

Although I have already decided to buy a car, a test drive will make me look more professional.

Of course, the fact that this sales manager is very beautiful is also a key reason.

"No problem, we have a special vehicle ready for test drives."

"Please just register your driver's license information."

Cars are definitely big-ticket consumer items in this era.

It is normal for consumers to want to test ride and drive cars.

Therefore, every store has a mature response process.

Soon, the beautiful sales manager took Li Jianfeng and his wife to test drive the Land Rover Range Rover.

"Mr. Li, the most important things you can't ignore when buying a car are power and chassis!"

"Our Range Rover is the 'king of the land' in these two aspects!"

“You can feel the power of it.”

"The 5.7L V8 high-performance engine is like a beast ready to go. Just tap the accelerator and the surging power will burst out instantly. Whether it is starting to overtake or driving at high speed, it can bring you a constant sense of push back and make driving full of passion."

"Moreover, this power system has been finely tuned. It is not only powerful but also extremely fuel-efficient. You don't have to worry about fuel consumption at all."

"Let's talk about the chassis. The chassis technology of our Range Rover is simply the industry benchmark!"

"It is equipped with an intelligent air suspension system that can automatically adjust the vehicle height and suspension hardness according to different road conditions."

"When driving on city roads, the chassis is stable and solid, and the bump filtering effect is first-class, so that the car interior remains stable and comfortable at all times."

"When you drive into the wild, it can instantly raise the height of the vehicle body, enhance passability, and easily cope with complex road conditions such as mud and potholes."

"With the Terrain Response Adaptive System, whether it is the grip on icy and snowy roads or the stability of driving on sandy roads, it can be precisely controlled, giving you a full sense of security."

"With such power and chassis, the Range Rover can take you there calmly no matter where you go!"

The whole test drive process was perfect.

Li Jianfeng is very satisfied with both the power performance and driving experience.

The next step is naturally to discuss the price.

There are definitely no discounts for new cars, but there is definitely no problem with giving away some luxury items like carpets.

In the end, Li Jianfeng successfully contributed one sales unit to the Land Rover Range Rover.

In the whole of China, the proportion of rich people like Li Jianfeng is very low.

However, due to the large population base, the absolute number of rich people is actually not small.

After all, if we start counting from 1978, the reform has been going on for more than ten years.

Even if we calculate from the full opening in 1989, more than two years have passed.

During this period of time, many rich people naturally emerged.

"Mr. Jiang, the sales volume of Range Rover in China in the past week exceeded 500 units, which is more than double what we expected."

After the first week's sales figures came out, Chen Chenxing immediately came to report to Jiang Hui happily.

According to his previous estimates, the sales of high-end luxury SUVs such as the Land Rover Range Rover are very limited in China, relying mainly on the American, European and Middle Eastern markets.

If we can sell 1000 vehicles a month in China, it would be considered ideal.

If we can sell 500 vehicles, it would be acceptable.

Unexpectedly, there were 500 vehicles in a week, and it is expected to exceed 2000 vehicles in a month.

In 1991, this was absolutely amazing.

Even though the current situation in 1991 is no longer what it was in history, it is only a few years more developed.

"so much?"

"It seems that there are more rich people in the country than we thought."

Jiang Hui was naturally very happy when he heard the data.

BMW Group is now a large company and he does not have enough time to pay attention to the details of each company.

Therefore, he really had no idea about the specific performance of the Land Rover Range Rover after its launch.

Now, listening to Chen Chenxing’s report, this car is considered a success.

And it was more successful than expected.

According to the original plan, the monthly production volume of Land Rover Range Rover is 1 vehicles, but the production capacity must be 1.5 vehicles.

It now appears that completion can be achieved beyond the target.

"It's not just because there are a lot of rich people, but also because our Range Rover is very attractive, which is also a very key reason."

"Otherwise, there is no need for us to do it now."

"After all, even the lowest configuration will cost more than 60 yuan."

Jiang Hui felt very comfortable after hearing what Chen Chenxing said.

There's no way around it. Even though I know there's an element of flattery in it, it's basically true.

"What's the situation in America?"

Although the performance of Land Rover Range Rover in China is very good, its scale cannot be compared with that in America.

In the global automobile market, America is the undisputed leader.

Large SUVs are one of the favorites of American consumers.

As for the automobile markets in developed countries such as Japan and Korea, there is not much room for large SUVs.

The situation in the automobile market around the world is still very different.

Even among developed countries, there are huge differences.

"Their final figures are not in yet, but GM has already raised its order intake to 8000 for next month."

"I think this should be based on certain sales data."

This is not the first day that Chen Chenxing has been dealing with General Motors, and he is quite familiar with their working style.

The other party obviously has high hopes for the Land Rover Range Rover, which is why they placed so many orders.

Even if more orders are placed, the inventory can be slowly digested through subsequent sales even if the products do not sell well.

But that would take up a lot of money and put pressure on dealers.

So GM generally doesn't do this.

The other party places an order for 8000 vehicles in a month, which means that the sales volume of this car can reach this scale.

"If the American market can contribute 8000 units per month, other overseas markets such as Europe and the Middle East can contribute another 5000 units per month."

"Adding the 2000 vehicles sold domestically, that would mean 1.5 vehicles sold in a month."

“Annual sales can directly reach 20 units?”

The sales data of Land Rover Range Rover can definitely be described as hot-selling.

This is a high-end luxury SUV.

Normally speaking, data at a 50% discount on this basis is considered an excellent performance.

"Our car is good enough and performs well in all aspects."

"Plus, GM is actively promoting it for its own benefit, so it's no surprise that the market is doing well."

Jiang Hui could understand what Chen Chenxing said.

The Land Rover Range Rover was a success.

……

"Valdi, the market space for large luxury SUVs is much larger than we thought."

"You guys come up with a plan to buy a few Range Rovers and disassemble and analyze them thoroughly."

"Let's see if we can design a large luxury SUV that belongs to BMW."

As the president of BMW, Walsh is naturally very concerned about market changes.

As soon as the Land Rover Range Rover was launched on the market, it attracted the attention of many consumers, and its sales performance was much higher than everyone expected.

In the American market, among the sales of cars priced above US$5, the Land Rover Range Rover has rushed to the top of the SUV list like a dark horse.

Even if all car models are counted, it can still make it into the top three.

This result is absolutely terrifying.

You know, this price is considered a luxury car.

The price of BMW's 7 Series is about the same as that of the Land Rover Range Rover.

"Wols, I've been thinking about designing an SUV."

"But I think a large 7-seater SUV is not the most urgent thing for BMW."

"A medium-to-large 5-seater SUV may be more suitable as our first SUV model."

"We are now preparing to develop an SUV based on the original 5 Series, which could be put on the market as early as 1994."

Vardy naturally understands the pressure that Walls faces.

BMW's sales volume has remained at around 100 million units, which is definitely not enough.

The key point is that the sales of many car companies are increasing, but BMW has not seen much increase.

In this case, the pressure from the board of directors is relatively greater.

"A medium or large SUV is fine, but we need to come up with a classic SUV model as soon as possible."

"BMW also wants a piece of this market."

(End of this chapter)