Rebirth 99 to become a car giant

Nanshan Hongqi is part of Caoyang’s layout in the mid-range market of the automobile industry.

The market in this field is not small, but the competition is fierce.

At the same time, this market is also the main market for important customers of Nanshan Group such as Chery, Geely, Great Wall, and BYD.

If Nanshan Group directly establishes a new company to produce models of this level, it will definitely cause a huge backlash.

But cooperating with Spring City Automobile Group, investing in Hongqi, and becoming a shareholder of Nanshan Hongqi is relatively less sensitive.

For the development of Nanshan Red Flag, Cao Yang also contributed his efforts.

Whether it is HS5 or H5, Cao Yang personally provided the appearance design plan for Nanshan Hongqi, and also put forward his own opinions on the configuration.

The on-site products are going offline, and Zhu Zhengfeng also attaches great importance to it, hoping that Cao Yang can attend together.

"Then book a flight as soon as possible and go have a look."

"HS5 is one of the most popular mid-level SUVs now, and it is worth looking forward to."

"Nanshan Hongqi will not only become the leader of domestic independent brands by then, but it will at least not be inferior to Yangcheng Trumpchi and others."

If the joint project between Spring City Motors and Nanshan Group goes too far, both shareholders will be disgraced.

Cao Yang naturally did not want to see such a situation arise.

So when Zhu Zhengfeng proposed that he help design several models, he agreed.

Of course, the other party would choose to cooperate with Nanshan Group because of Cao Yang's design capabilities and Nanshan Group's parts supply capabilities.

Nanshan Group may not intend to sell some products to external parties, but providing them to Nanshan Hongqi is different.

Even Spring City Automobile Group has the idea of ​​further developing high-end luxury cars through a joint venture.

Even for the two cars HS5 and H5, the external promotional slogans prepared have to have something to do with luxury.

The positioning is also slightly higher than models of the same level from BYD, Great Wall and other brands.

"This year the electric taxi we are cooperating with Yangcheng Automobile Group will be on the market, and the HS5 we are cooperating with Spring City Automobile Group will also be on the market. If the sales are very good, then there will definitely be more companies that want to cooperate with us in the future."

"It is even possible to take this opportunity to further expand our parts business to more areas."

"Spring City Automobile Group attaches great importance to the roll-off ceremony of HS5. I heard that many leaders were invited to attend."

Mi Ying is quite familiar with Cao Yang's plan, and naturally hopes to see Nanshan Hongqi's products sell well.

Nanshan Group's current reputation relies on one outstanding product after another.

As long as one of them fails, it will be a blow to this reputation.

Although it won't have a particularly big impact, it still ruins a perfect image.

This kind of loss is actually very difficult to estimate.

It's like a person who always succeeds and never fails.

Once you encounter a failure, someone will look at it with a magnifying glass.

"Spring City Automobile is, after all, quite special to China's automobile industry, and a lot of talents have come out of it."

"The Hongqi brand has placed many people's expectations on it, and it is normal for it to receive more attention."

"Even though our Nanshan Group's influence seems to be comparable to that of Spring City Motors, when we really encounter something, they may still have more methods than us."

The network of relationships takes time to accumulate and settle.

Some relationships are usually invisible, but once problems arise, the situation is completely different.

When Nanshan Group received the invitation letter for the HS5 offline ceremony, other manufacturers naturally soon learned that Nanshan Hongqi's first new product would be officially launched.

In order to achieve the effect of intensive publicity, Nanshan Hongqi did not do any special promotion for the HS5 car before, and many people were very unfamiliar with it.

Even Nanshan Hongqi is planning to follow the launch of Galaxy Auto and hold new product launches and launch events at the same time.

When all kinds of news are released together, the publicity effect will increase.

However, if Nanshan Hongqi thinks so well, other manufacturers may not necessarily want to see them succeed.

"Minister Watanabe, we have just received news that Nanshan Hongqi's new model HS5 is about to roll off the production line, and it is expected to be officially launched next month."

"According to what we have learned so far, this model is designed to benchmark our CR-V and Volkswagen's Tiguan."

"In addition to the body size being slightly larger than ours, the related configurations may also be richer than ours."

"There is a high probability that the price will be lower than ours by then, and it may have some impact on CR-V's sales."

As an employee of Xifeng Honda's sales department, Lin Tiansheng's main job responsibility is to collect and organize competitive product information.

Originally, Hongqi Motors was not the target of Lin Tiansheng's analysis at all, but after Hongqi cooperated with Nanshan to establish Nanshan Hongqi, the situation became a little different.

Everyone is well aware of the strength of Nanshan Group.

Especially when he heard that Nanshan Hongqi's first new model was to compete with mid-level urban SUVs such as CR-V and Tiguan, Lin Tiansheng paid more attention to it.

Domestic independent brands, any company that develops mid-level SUVs, perform well.

Whether Great Wall, BYD, or Changan, they are all living cases.

But the better the opponent's performance, the greater the pressure on Zephyr Honda.

The CR-V currently on sale is the third-generation CR-V launched in 2007.

This generation of CR-V has almost no shadow of the previous generation, but is more in line with the orientation of fashion and technology.

But there are not many changes in terms of power, and 2.4 and 2.0-liter i-VTEC engines are still used.

If Nanshan Group had not appeared, there would definitely be no problem with these two engines.

After all, Honda is still very recognized by everyone in terms of engine technology.

But your 2.0L and 2.4L naturally aspirated engines equipped with 6MT or 5AT powertrains have no advantage at all compared to other people's 1.5T turbocharged engines plus 6AT.

The new generation CRV will not be launched until 2012, which is still three years away.

How to maintain full competitiveness in these three years is what Xifeng Honda's sales department needs to worry about.

After all, this is no longer the era where foreign auto giants can dominate the world with just one product.

"Great Wall's H6, Changan's CS75, or BYD's S6, which car is not at the same level as our CRV?"

"The prices of these models are also lower than ours, but the sales volume of our CRVs has not declined, but has been rising."

"This time Nanshan Hongqi launches HS5, I don't think you need to be particularly nervous."

"There is a high probability that it will not have any substantial impact on CRV's sales."

Taro Watanabe is now very confident.

Since CRV entered China, the market performance has been very good.

At one time, it even required a price increase to pick up the car.

Even the Chinese independent brands in the middle have launched so many SUVs, which has put some pressure on CRV.

But judging from the final sales volume, CRV is still increasing.

Even now, monthly sales have stabilized at more than 10,000 units.

This can be considered a very good performance.

So now that Lin Tiansheng told him that Nanshan Hongqi was going to launch an SUV model that would compete with the CRV, he was not very nervous.

This is not the first time they have encountered similar challenges.

"If other Chinese independent brands launch similar products, there is no need to worry."

"But Nanshan Hongqi is now a joint venture between Nanshan Group and Spring City Automobile. It's hard to say what kind of influence the two powerful companies will have after joining forces."

"We have connections with Spring City Automobile Group, and Nanshan Group is good at marketing and has technology. In this case, it may be possible for Hongqi HS5 to improve its brand power and be more expensive and better-selling than those of Great Wall's independent brands. "

Lin Tiansheng is responsible for researching competitors' product information every day, and he also has a good understanding of the strength of each car company.

But anything related to Nanshan Group can often bring different results to everyone.

This has been successfully proven in countless cases.

This time, Lin Tiansheng felt that Nanshan Hongqi’s new product should not be an exception.

So people say that benchmarking against CRV will have a certain impact on CRV's sales.

"Lin Sang, you think too highly of Hongqi Motors. When it comes to resources, which domestic car brand has more resources than them?"

"But what has Spring City Automobile Group done to Hongqi over the years?"

"Hongqi Motors, which is already terminally ill, cannot be saved by Nanshan Group at all."

"Even if two very powerful groups join forces, the effect is not that one plus one is greater than two, but the other way around."

Lin Tiansheng didn't know how to refute what Taro Watanabe said.

This sounds reasonable.

Hongqi Motors had a great start, but its performance over the years...

It seems that the Nanshan Group cannot easily change the situation, right?

After all, Nanshan Group only has 40% of the shares in Nanshan Hongqi.

"Minister, your insights are more profound, I am superficial."

In the end, Lin Tiansheng said nothing more.

However, Zephyr Honda’s internal views do not represent the views of all automobile companies.

For example, Yangcheng Trumpchi, they are a little nervous.

"Mr. Zhang, Nanshan Hongqi's HS5 has been promoted in media such as Autohome. Tomorrow is when they will roll off the assembly line."

"According to the information disclosed so far, this car is also developed to compete with the mainstream mid-level SUVs of joint venture car companies such as CRV and Tiguan, but it is larger in size."

"This idea is exactly the same as our GS4 idea."

For Yangcheng Trumpchi, GS4 is now the company's sales pillar and cannot be missed.

Although there are many models of the same type, GS4 has always been selling well due to its larger body.

Chinese people have always had a preference for big cars.

The same price, the same brand, if you make the car bigger, it will definitely sell better.

Zeng Guangda obviously has a clear understanding of this.

Now that Nanshan Hongqi has followed suit and created a model with similar positioning, the pressure on GS4 will definitely be greater.

Even because all the core components of GS4 come from Nanshan Group, this is very similar to the situation of Nanshan Hongqi.

As for the Hongqi HS5, it is said that Cao Yang was personally responsible for the exterior design, which made Zeng Guangda even more aware of the threat.

"Although in our opinion, the positioning of Hongqi HS5 is very similar to that of GS4, they may not really regard GS4 as their competitor."

“Otherwise, we wouldn’t have been focusing on the Honda CRV and Volkswagen Tiguan during promotion.”

"Among joint venture car companies, the sales of these two mid-level SUVs are very good, and the prices have always been relatively strong, and there are even some news about price increases from time to time."

"Hongqi has always promoted itself as a luxury brand. Even though the price of their products has dropped by more than 100,000 yuan in the past few years, they have not given up on this brand positioning."

"This time Spring City Automobile Group has brought out the entire Hongqi to cooperate with Nanshan Group. It must have placed very high expectations on Hongqi."

"So the people who need to worry about it then are the people from Xifeng Honda and Modu Volkswagen. We can just watch the excitement from the side."

"I even hope that Nanshan Hongqi can successfully sell according to its own positioning, otherwise that's when our troubles will start to come."

Zhang Jiaqi's views are obviously different from Zeng Guangda's.

According to his understanding of Spring City Motors and Nanshan Group, the other parties should look down on Yangcheng Trumpchi.

In this way, allowing Nanshan Hongqi to compete with Xifeng Honda and Modu Volkswagen, and to seize the market with joint venture car giants, will have a much smaller impact on other independent brands.

But once Nanshan Hongqi fails to achieve this goal, it is likely to change its thinking and start to follow the path taken by other independent brand car companies such as Yangcheng Trumpchi.

In that way, HS5 will really become a competitor of GS4.

However, to see whether a new model is successful, we have to observe it for two or three months.

It is obviously inappropriate to draw conclusions now.

"I heard that Nanshan Hongqi is developing more than one new model, the HS5. There is also a sedan that should be launched this year or early next year."

"Whether independent brands can successfully challenge joint venture car companies will depend on the performance of Nanshan Hongqi."

"But I think it's a bit dangerous for them to directly set their opponents as Zephyr Honda and Modu Volkswagen."

"If we treat joint venture car companies with weaker brands such as Xifeng Yueda Kia or Imperial Hyundai as competitors, we may be able to succeed."

After listening to Zhang Jiaqi's words, Zeng Guangda did not argue, but started chatting along the topic.

Domestic joint venture car companies actually have a chain of contempt.

Luxury cars such as Imperial Benz and BMW Brilliance are on the same level.

Spring City Volkswagen is on the same level as Tedu Volkswagen, Tedu GM, and the joint ventures of Honda, Toyota, Nissan, etc.

Korean brands such as Hyundai and Kia are at another lower level.

Once independent brands rise, joint venture car companies with weaker brands such as Hyundai and Kia are likely to be the first to fall.

After all, in terms of product quality and brand, you can't compare to other joint venture car companies such as Toyota.

When it comes to price, you can't beat independent brands.

Why do consumers buy from you?

"It's a mule or a horse. You'll know if you pull it out and run around."

“When the time comes, take a look at the Hongqi HS5. Isn’t it so amazing?”

There are quite a few independent brand car companies with similar ideas to Zhang Jiaqi.

With everyone in this mood, Nanshan Hongqi's first new model finally ushered in the off-line ceremony.

Although the ceremony was held at Nanshan Hongqi's factory, many media were also invited.

In order for Hongqi HS5 to attract more people's attention, Nanshan Hongqi also fully promoted the name of Cao Yang, a design master.

I have to say, this trick is still somewhat useful.

Many opponents want to see if the model Cao Yang designed for Nanshan Hongqi still looks so stunning.

However, this offline wait is destined to be quite long.

Leaders of ministries and commissions, Chuncheng City, Chuncheng Automobile Group, Nanshan Hongqi and other personnel at all levels took the stage to speak, and an hour passed.

Fortunately, the reporters below were used to seeing similar scenes, so they did not directly curse.

Of course, only you know best what everyone is thinking.

“The exterior design of the Hongqi HS5 is full of luxury and appeal. From the polygonal air intake grille on the front face to the filling of the chrome trim strips, to the straight waterfall presentation and the red logo in the middle, every detail shows its uniqueness. specialty."

Lin Jiayan and He Ling are located next to each other.

It was just a offline ceremony. NetEase Auto, Fang Dawen, the editor-in-chief of the auto channel, did not come.

Over at Autohome, Yu Yu had originally planned to come, but Autohome had many new game projects being worked on during this period, and she couldn't leave.

So Lin Jiayan and He Ling, two "old acquaintances" who could be encountered in almost every car company's activities, sat next to each other and started chatting.

Although we are all Internet companies in Yangcheng, we are competitors, but after meeting, there was no such tense atmosphere.

"Indeed, Mr. Cao's design is as classic as ever."

"The side lines of HS5 are rich and layered, and the curved surface design further enhances the light and shadow effect."

"The chrome-plated trim strips at the rear of the car connect the taillights together, and the zigzag-designed trim strips below extend to both sides of the car. The entire body looks tall and domineering."

As the HS5 slowly rolled off the production line, everyone picked up their cameras and started taking pictures.

Lin Jiayan and He Ling are not worried that they have no material. In addition, they also have their own younger brothers and do not need to do everything personally.

So I had time to comment there instead.

"Judging from the content of the speech just now, Hongqi HS5 is equipped with a wealth of active and passive safety configurations to provide consumers with all-round protection. This is really aimed at joint venture car companies."

What Nanshan Hongqi wants to do is naturally included in the speeches made by so many people just now.

After all, these speeches have been confirmed many times beforehand, so there will be no problems easily.

So powerful people can get a lot of information just from these speeches.

Just like the news network, some people think that there is nothing interesting about this kind of thing.

But for some people, they can actually get a lot of useful information from this seemingly boring news.

He Ling also agreed with Lin Jiayan's judgment, saying: "HS5 includes multiple airbags, ABS anti-lock braking system, brake assist system, electronic stability control system, tire pressure monitoring system, etc., providing drivers and passengers with Higher safety and configurations are definitely higher than CRV and Tiguan.”

"And they are also among the independent brands. They have clearly stated that they want to challenge the joint venture car companies. I guess there will be good things to see by then."

Although He Ling is from Autohome, she still has some connection with Nanshan Hongqi.

But that didn't stop her from watching the fun.

After all, Nanshan Hongqi is only a joint venture company of Nanshan Group, and it is still the kind of joint venture company that does not hold a majority share.

Autohome's attitude towards Nanshan Hongqi is definitely different from its counterparts Xingchen Motors and Jaguar Land Rover.

While the two were discussing this matter, a large amount of information about Nanshan Hongqi HS5 also began to appear on the Internet.

Today's off-line ceremony was very grand. Spring City Automobile Group invited reporters from China Channel.

In the news broadcast that night, there were even dozens of seconds of footage.

This can be regarded as a means for Spring City Automobile Group to show its strength.

"Mr. Jin, our Tucson has exceeded the monthly sales record of 5,000 vehicles last month, but now a new situation has emerged. I am worried that it will have a negative impact on the steady growth of Tucson's sales."

Imperial Hyundai, Sales Department Director Park Jung-xi came to the office of General Manager Jin Chenglin.

Although the Elantra is the main contributor to Hyundai's sales, as a challenger in the SUV market, Teitu Hyundai still has very high expectations for the Tucson SUV.

Not to mention surpassing products like CRV and RAV4, at least it can't be too far behind.

But Park Zhengxi found that things began to change.

"What's new?"

Jin Chenglin didn't even raise his head and continued to review the documents.

"Yesterday, the new SUV HS5 of Nanshan Hongqi, a joint venture between Spring City Automobile Group and Nanshan Group, rolled off the assembly line."

"According to the other party's promotional positioning, they are heading towards challenging similar products of joint venture car companies."

"Although this is just their dream and may not come true, they will definitely take a series of actions, which will probably have some impact on our Tucson sales."

"Especially this time, the appearance of Nanshan Hongqi's new model has received unanimous praise on the Internet."

"With the arrival of HS5, the mid-level SUV market will be like a wolf."

Park Zhengxi vaguely felt the threat posed to him by Nanshan Red Flag.

After all, there was no reason why he couldn't see the truth that Zhang Jiaqi and others could see.

Besides, various automotive media also have various analysis articles.

Just look around and you'll see content with similar views.

Imperial Capital Modern has been developing rapidly for several years, and the future may not be so easy.

Chapter 2: Try to make up for it during the day~