Rebirth 99 to become a car giant

September 9, 2003.

This day is the day when BYD F6's new car goes on the market.

After the warm-up in the early stage, the topic of F6 has been completely hyped up.

And because of the topics related to F6, Autohome has increased its traffic and earned a lot of advertising fees.

Now Zhang Fugui personally took the beautiful reporter to attend the press conference of BYD F6.

Of course, as the most important supplier, Cao Yang naturally brought Mi Ying and Zeng Tingting to this press conference.

"Mr. Cao, the starting price is only 99,800 yuan. It seems that BYD has made a lot of determination to make a name for itself in the auto industry."

Watching Wang Fu announce the price of the F6 standard version on the stage, Zeng Tingting immediately felt the lethality.

Although in the joint venture, whether it is the Accord of Yangcheng Honda, the Mondeo of Changan Ford, or the Passat of Shanghai Volkswagen, all of them cost more than 200,000 yuan.

However, most of the self-owned brands of the same level are in the early 100,000.

Now BYD F6 has directly raised the price to 99,800, and the lethality is still relatively large.

The main reason is that the powertrain equipped with this model has too strong parameters.

The appearance is the same as the Accord, which is the most mainstream now.

"99,800 is a low-end version of 4MT. They probably have no plans to buy it. It is mainly used to attract customers."

"The real focus of sales should be the 119,800 luxury version."

Cao Yang has a thorough understanding of these pricing routines of OEMs.

Many car companies like to set a relatively low starting price, and then if you go to a 4S store to buy this model at the starting price, you will basically not have a car.

Either tell you that you have to wait half a year to pick up the car, or tell you that the car is out of stock, so you can choose other configurations.

"That's right, the 99,800 standard version is to lower the price, the 139,800 flagship version is to raise the brand, and only the 119,800 luxury version is the impulse."

As soon as Cao Yang said it, Zeng Tingting understood.

After all, this routine is not so new.

Zeng Tingting is also in sales, so she naturally has some understanding of the car models of each customer.

"The 1.5T turbocharged engine we sold to BYD cost more than 10,000 yuan, and the 6AT gearbox cost 8,500 yuan each."

"Almost 20,000 yuan has been removed from the powertrain, and the cost of other components is estimated to be around 50,000 to 60,000. The cost of their luxury version of the parts is estimated to be around 70,000 to 80,000."

"Combining various taxes and sales expenses, rebates from 4S stores and expected price cuts, BYD's profit margin on the luxury version of the F6 should be less than 10,000 yuan."

"But on the standard version, there is basically no profit. On the derivative of 109,800, the profit should only be a few points."

"In this way, the average rate of return of the entire F6 is estimated to be around 5%."

As the boss of Nanshan, Cao Yang is not only concerned about whether the customer's car is good or not, he also reflexively calculates the other party's income.

After all, Nanshan will also build cars in the future.

"Although the profit margin is not very high, if the quantity is large, it is quite considerable."

"After all, a car can earn thousands of dollars."

"I think that the parts sold to customers in the future need to consider the price of our parts in combination with the customer's model positioning and selling price."

"For low-end economical cars, if we quote a high price, we will definitely not be able to get an order. We need to provide a lethal price as much as possible."

"And for higher-grade models, the price of our parts and components can also be sold at a higher price."

"Of course, we must make a good distinction in terms of specifications, lest other customers have any opinions."

Zeng Tingting also started to suffer from occupational diseases.

From a simple revenue topic, the pricing of components comes to mind.

"You can consider this direction to a certain extent, but it also depends on the situation, and you can't generalize it!"

"For example, the specifications of our engine and gearbox are relatively fixed. If the price difference between various customers is too large, it will not be good for long-term development."

Cao Yang is not doing charity.

But he doesn't want to rely on his technological advantages to suck blood from domestic independent brand car companies.

After all, the main customers of Nanshan's engines are various independent brands.

On the contrary, other components can have richer customers.

"After the F6 is launched, our engine has officially achieved mass production performance."

"The technical department will also specifically track some relevant market feedback, and strive to make the turnover of the engine business department exceed that of the gearbox business department next year."

Taking this opportunity, Zeng Tingting set a FLAG.

Nanshan's turnover exceeded 10 billion last year.

This year, Cao Yang set a target of 20 billion for the sales department.

To achieve this goal, judging from the current situation, it is not particularly difficult.

After all, Nanshan's gearboxes have already entered various markets. Whether they are exported to GM and Ford, or to domestic independent brands, the supply of gearboxes this year is expected to be close to 2 million units.

Of course, 4MT, 6MT, 4AT and 6AT are included here.

The overall turnover can reach more than 15 billion.

Including other businesses, there is no problem reaching 20 billion this year.

But to continue to increase on this basis next year, the pressure will be great.

After all, BASE is already so high, if you want to keep doubling your growth, it will be difficult without a little breakthrough stone.

Obviously, Zeng Tingting took the 1.5T turbocharged engine as a breakthrough point.

As long as this engine can sell 1 million units, it will directly have a turnover of 10 billion.

Let alone more next year, with an annual turnover of 30 billion, she thinks it can still be a challenge.

"The engine business department is now also researching products with other displacements, and strives to start large-scale deployment next year."

"At that time, our Nanshan will officially usher in a new situation."

Cao Yang has a lot of ideas in mind to implement, many of which are very costly.

Don't look at the scale of Nanshan is quite large now, and the profit margin is quite good.

But if we really continue to spread the stalls on a large scale, there will still be pressure.

Like chips...

This can be done in no hurry at all.

Another example is various industrial design software...

If you want to do this yourself, it is also a bottomless pit.

"Mr. Cao, our current parts have also undergone a lot of technical updates. I think it's time to recommend them to various customers to further expand the market share of parts."

"Let everyone fully experience our Nanshan's technical strength."

Zeng Tingting's proposal was immediately approved by Cao Yang.

"Our wheel bearings and other products have been launched for several years, and it is time for technological iteration!"