Rebirth 99 to become a car giant

China's semiconductor industry is now attracting global attention.

Whether it is Intel, Samsung, TSMC, Infineon, Qualcomm, STMicroelectronics, TI and Apple, they are all paying close attention to the investment in production equipment and new factories in China's semiconductor industry.

The global semiconductor industry has experienced a downturn for several years, and now it is finally coming out of the situation.

If this trend is reversed again due to China's crazy expansion of production, it will definitely have a huge impact on the entire industry.

Qualcomm people are most concerned about this.

"Paul, I have inquired clearly. Intel has reached an agreement with Nanshan Semiconductor. From now on, Nanshan Semiconductor's computer CPUs will only be supplied to Honor Technology and will not expand the market."

"Intel has stated that it will not enter China's mobile phone chip and car-grade chip fields."

"And the new factory in China will also use photolithography machines from Nanshan Equipment."

Wang Jing is the general manager of Qualcomm China.

Although Qualcomm does not have any chip factories of its own, no one dares to ignore Qualcomm's position in the chip industry.

Especially after the rise of smartphones, Qualcomm's influence in the mobile phone chip industry has become even more frightening.

"That bastard Otellini betrayed us for his own benefit."

"Don't he know that if Nanshan Semiconductor develops and grows, it will bring us a huge threat?"

Paul was very angry now,

Intel and Nanshan Semiconductor have reached a private agreement, which means that Nanshan Semiconductor will focus on entering the mobile phone chip market in the future.

What Qualcomm is best at is mobile phone chips.

Isn’t this diverting misfortune to the east?

"In all walks of life, as long as Chinese people enter the industry on a large scale, it will be difficult for us to make money."

“They were able to drive the already high prices right to the floor, leaving no one with any money to make.”

"The mobile phone chip market has been growing rapidly in recent years, especially the future of 4G mobile phone chips is worth looking forward to."

"If Nanshan Semiconductor jumps out to seize the Chinese market with us, the losses it will bring to us will be very huge."

When Wang Jing said this, Paul became even more angry.

I could make money while lying down, but now I have to stand up and work hard.

"We have a large number of patents in the field of mobile phone chips. Is it possible to directly start from this aspect and destroy Nanshan Semiconductor?"

Patent war is one of Qualcomm’s best weapons, otherwise they wouldn’t be called “patent trolls”.

Qualcomm has focused its attention on various mobile phone chips in recent years. Therefore, Nanshan Semiconductor mainly produces mobile phone chips, and it is impossible not to infringe on Qualcomm's patents.

Paul was very confident about this.

"I'm afraid it's difficult. Nanshan Semiconductor also has many patents in mobile phone chips, especially in smart phone chips."

"And in addition to mobile phone chips, there are also many Nanshan Semiconductor patents in touch screens, fingerprint locks, appearance and other aspects of smartphones."

"So although we can find some examples of them infringing Qualcomm's patents, the other party may also be able to find some negative examples."

"The lawsuit will then be protracted and may not result in results for many years."

If dealing with ordinary Chinese companies, Wang Jing feels that Paul's plan is feasible.

But Nanshan Semiconductor is different, and Nanshan Group is different.

In recent years, I have had direct lawsuits with relevant departments in the United States, as well as protracted lawsuits with Apple and other companies.

Whether it is from the experience of litigating a lawsuit, the financial strength to litigate, or the will, they all have very rich experience.

Under such circumstances, going to court may not be a good option.

Besides, when it comes to litigation in China, the nickname "Nanshan Pizza Hut" is not for nothing.

Wang Jing doesn’t think Qualcomm has any chance of winning.

If the lawsuit is fought in the United States, there may be some good results in the end.

But Nanshan Semiconductor's mobile phone chips will not suffer any losses even if they are banned from entering the US market.

Because now its users cannot enter the American market.

"What should we do?"

"Are we just going to watch Nanshan Semiconductor grow and develop and seize our market?"

Paul slapped the table with dissatisfaction, wanting to vent his anger.

“We may only be able to compete head-on with Nanshan Semiconductor from the perspective of pure business competition.”

"As long as we have advantages in technology and cost, mobile phone manufacturers will eventually choose Qualcomm."

Wang Jing's answer was obviously not what Paul wanted.

Qualcomm has never wanted to expand the market simply through commercial competition.

Is the "Qualcomm tax" on mobile phones paid in vain?

Is this a "tax" that can be recovered from pure business competition?

"Go to TSMC next week to communicate and find out when their 14nm process chips can be produced."

"Even if we want to compete with Nanshan Semiconductor, we must have our own advantages."

Paul said a little frustrated.

He had never thought of this scenario before.

…

When everyone's attention is on semiconductor equipment and chips, Nanshan Automobile Group is not idle either.

On the one hand, Nanshan Auto Parts is comprehensively promoting the localization of chips.

As long as Nanshan Semiconductor or other domestic chip manufacturers can produce chips, they will work hard to promote their use.

The ultimate goal is that none of the models and parts of Nanshan Automobile Group are imported from overseas.

It is obviously difficult to completely achieve this.

"Mr. Cao, at present, we are all starting to use chips produced by Nanshan Semiconductor for the main control chips of various control parts."

"But some small power control chips and other chips are still purchased from manufacturers such as Renesas or Rohm."

"In addition, some electronic components such as capacitors, resistors and inductors are still imported from Japan or Southeast Asia."

"This aspect still needs further strengthening."

Dai Hanbiao is relatively confident in the work done by Nanshan Auto Parts in chip localization.

So even if 100% chip localization is not achieved now, he dares to report to Cao Yang regularly.

Although some components such as capacitors and resistors are imported from overseas, these parts basically do not have monopoly power.

On the one hand, some manufacturers in China can produce similar products.

On the other hand, these components are produced by relatively many manufacturers in the international market.

It’s just that Nanshan Auto Parts has relatively high requirements for such parts, and the value of these parts is relatively low, so they are not the focus of the first batch of development.

But it does not mean how high the production threshold of these components is.

Basically, there is no need to worry that the United States or any company will regard such parts as parts to encircle and suppress the Nanshan Group.

Unless his brain is flooded.

"Components in this area can further support the production of some domestic manufacturers."

"For example, resistors, if you think which domestic company has the most advanced technology and the most aggressive management team, you can work with them in depth and give them support."

"Of course, for some core components, you can also communicate with Nanshan Semiconductor to see if they can invest in production lines themselves."

When Cao Yang said this, Dai Hanbiao knew what he was doing.

At least the general direction of the next work is clear.

After listening to Dai Hanbiao's report, Cao Yang listened to Zeng Tingting's report on the development of companies such as Xingchen Automobile and Future Automobile in the past month.

Then he took Mi Ying and others to fly to Shanghai to participate in a Jaguar Land Rover event.

"Mr. Cao, this time our Jaguar motorcycle completely borrows the styling elements of F-TYPE. From the side, it looks like a running leopard. Its headlight is placed in the leopard's mouth. It flashes very eye-catchingly. "

"In terms of power, we provide engines with three displacements: 1000CC, 1500CC and 2000CC."

"We have done market analysis and the demand for such large-displacement motorcycles has been rising."

Pan Jianghui is now the global vice president of Jaguar Land Rover and the general manager of the China branch.

According to Cao Yang’s previous communication with him, Pan Jianghui will serve as the global president of Jaguar Land Rover in the next step.

At that time, Jaguar Land Rover's headquarters will be transferred directly from England to Shanghai.

Jaguar Land Rover will slowly and truly become a company controlled by Nanshan Automobile Group.

"It looks very good in appearance, no worse than BMW's motorcycles."

Let Jaguar produce motorcycles. This is a topic that Cao Yang mentioned a few years ago.

However, motorcycles are new to Jaguar and Nanshan Automobile Group.

If you just produce relatively ordinary motorcycles, it doesn't make much sense.

What Cao Yang wants is to produce motorcycles similar to BMW motorcycles, which can have a complementary publicity effect with Jaguar.

Otherwise, it would be a pity if the value of the brand dropped because of the production of a batch of motorcycles.

"The Jaguar motorcycles we launch this time mainly include three series, F1000, F1500 and F2000 series."

"The main focus is the F1000 series, with a maximum engine speed of 14 and powerful performance, which is self-evident."

“Starting from 10,000rpm, the increased torque and acceleration can make your blood boil.”

"In terms of transmission ratio, the F1000's secondary transmission ratio is 47 teeth, and the gear ratios in fourth, fifth and sixth gears are shorter, which is suitable for showing off on the road."

“Shift Assist Advanced delivers rapid upshifts and downshifts in milliseconds.”

"The rich sound emitted by the titanium alloy muffler also complements it, demonstrating its strong driving ability."

It took Jaguar several years of hard work to produce satisfactory motorcycle products, and these motorcycles were developed under the leadership of Jaguar Land Rover's Modu R\u0026D Center and have nothing to do with Anglia.

Under this situation, Pan Jianghui naturally wanted to use this media event to introduce the situation of Jaguar Motorcycles to Cao Yang.

Otherwise, there will be no chance to report to Cao Yang in the future.

After all, there are too many companies in the Nanshan Group, and Jaguar itself is not particularly influential there.

Not to mention Jaguar motorcycles.

"Besides power, do our motorcycles have any other advantages?"

Jaguar motorcycle engines are produced by Nanshan Engine. Cao Yang is naturally confident in the quality of Nanshan Engine.

So after listening to Pan Jianghui's words, he didn't ask too many specific questions about motivation.

"Our F1000 is benchmarked against BMW's M1000. Compared with BMW motorcycles, our optimized ergonomic design can ensure that the rider's center of gravity is tilted forward."

“Coupled with a tuned chassis and Dynamic Damping Control system, as well as fully adjustable suspension components, adjustable steering damper and milled stem, the rider and the ride become one, delivering clear road feedback and control. Astonishing driving precision.”

"In addition, we have also put a lot of effort into intelligent assistance, which can assist riding and release your passion along the way."

"The F1000 has three different throttle performance characteristics, rain mode, road mode, sports mode, track mode and professional track mode to give full play to its performance advantages."

"The dynamic traction control system can ensure safety and riding dynamics according to the riding mode, and the brake slip assist system can also provide strong support for braking drift when cornering..."

Pan Jianghui gave a eloquent introduction for several minutes, which gave Cao Yang a relatively preliminary understanding of Jaguar motorcycles.

Obviously, Jaguar motorcycles are not designed for ordinary people.

Even people who can afford a Jaguar car may not necessarily be willing to spend money to buy a Jaguar motorcycle.

This requires people with money and interest to buy it.

“How do we set our pricing?”

Cao Yang didn't have to worry about Jaguar Motorcycles and left it entirely to Pan Jianghui.

So he really didn't know the selling prices of these products.

In most people’s minds, motorcycles cost a few thousand yuan.

But this kind of motorcycle is obviously not a large-displacement motorcycle.

The price of Jaguar motorcycles is definitely higher than the price of ordinary large-displacement motorcycles.

Especially for products launched for the first time, they must take a high-end route.

Put aside the sales volume first and let’s talk about establishing your own brand style.

Otherwise, if your first product only sells for tens of thousands of yuan, it will be very difficult to sell products worth hundreds of thousands in the future.

Cao Yang knew this very well, and Pan Jianghui would naturally not make such a low-level mistake.

"The price range of our F1000, F1500 and F2000 ranges from RMB 299,900 to RMB 499,900."

"Depending on different dynamic accessories, the final selling price will be different, but the off-the-shelf price will definitely be more than 300,000."

Sure enough, the price Pan Jianghui set for Jaguar motorcycles was not affordable at all.

If you want to be close to the people, just buy a 125CC or even a 75CC motorcycle.

What large-displacement motorcycle to buy?

Most of the current mainstream cars have engine displacements of 1.5T, and even entry-level economy cars are not as powerful as 1.5T.

But what about Jaguar motorcycles?

The maximum displacement has reached 2.0L, which is comparable to most family cars.

There is no need to worry about power performance at all.

Of course, the engine displacement is the same as that of a car, so the price is naturally not cheaper.

"This appearance and performance, coupled with Jaguar's brand influence, are worthy of the price."

Although Cao Yang hopes that Jaguar Motorcycles will take a high-end route, he cannot be too high-minded.

Jaguar's motorcycles actually have a long history, dating back to 1922 when Sir William Lyons created the first sidecar motorcycle.

But it soon switched to producing cars.

Historically, Jaguar has also cooperated with others to produce motorcycles. The super stylish Jaguar motorcycle was built by Barend Hemmes and sold for a whopping $567,000.

To a certain extent, the styling of the F1000 motorcycle this time has certain similarities with it.

Therefore, there is absolutely no problem in pricing it at several hundred thousand RMB.

And the price of these motorcycles overseas will not be cheaper than domestically.

Even in some places where there are tariff restrictions on large-displacement motorcycles, the price can reach the equivalent of millions of yuan.

This is no longer cheaper than a Jaguar F-TYPE.

So there is no need to worry that this price will affect Jaguar's brand power.

“Today we have not only invited some industry media related to motorcycles, but we have also invited all kinds of automotive media.”

"We hope that Jaguar's motorcycles can be bundled with Jaguar's cars, and by then the main sales channel will follow the Jaguar 4S store."

Jaguar has been developing motorcycles for several years, and Pan Jianghui has naturally made detailed plans for future publicity and development.

Cao Yang had no objection to this.

"Just do it according to your ideas."

…

As a luxury high-end brand, Jaguar cars carry out activities and the style is naturally very high.

If you want to engage in high-end brand activities, you cannot be afraid of spending money.

Relevant media in the industry are most sensitive to this point.

For example, this time the media tasting and launch event of Jaguar motorcycles was arranged in a five-star hotel in Shanghai.

All media come and stay for free.

"Mr. Yu, I didn't expect Jaguar motorcycles to be so domineering. They can leave a deep impression at a glance. They fully meet the expectations of some wealthy people."

He Ling came with Yu Yu to participate in the Jaguar motorcycle event today.

Normally, Yu Yu would definitely not attend the motorcycle company's activities.

But Jaguar Motorcycles is different.

This is an industry under Nanshan Automobile Group, and Autohome will definitely support it fully.

So not only did Yu Yu come over in person, she also brought a professional team over to cooperate with the promotion of Jaguar motorcycles.

"The most impressive thing about Jaguar is the Jaguar logo."

"The image of the leaping jaguar is vigorous and brave, with both form and spirit. It has a sense of the times and visual impact. It not only represents the name of the company, but also shows the power and speed of running forward. It is unforgettable."

"Now Jaguar Motorcycles has perfectly integrated the image of this jaguar into the exterior design, which is really admirable."

"I think anyone who likes motorcycles would definitely want to own such a motorcycle."

Yu Yu is now relatively optimistic about the future of Jaguar Motorcycles.

Before that, she heard that Jaguar was going to produce motorcycles.

To be honest, she was quite worried and felt that it might be difficult to do well.

After all, there are too many professional motorcycle companies.

Not to mention the world's largest Honda motorcycle, BMW Motorrad, Ducati and other brands have almost divided the market.

It seems inappropriate to enter the motorcycle industry at this time.

In particular, many large cities in China have policies prohibiting or restricting motorcycles.

This directly caused motorcycles to lose a very huge market.

Not limited to motorcycle cities, the demand for large-displacement luxury brand motorcycles is actually relatively low.

That kind of motorcycle, which is often more expensive than a car, is really not something that ordinary people can afford.

"It's true. As long as you drive a Jaguar motorcycle on the streets of Yangcheng, everyone will know that this person is worth a lot and is a rich man."

"Otherwise I wouldn't have spent so much money to buy such a motorcycle."

He Ling naturally agreed with what Yu Yu said.

If Jaguar motorcycles can achieve this level, be so recognizable, and have the Jaguar brand added to it, then it should be very possible to occupy a place in the luxury large-displacement motorcycle market.

She even thinks that consumers who buy Jaguar cars in the future will be the largest potential consumers of Jaguar motorcycles.

"Jaguar has been making continuous efforts in China in the past two years. Especially after the sales of F-TYPE sports cars increased, the brand's presence has also been continuously strengthened."

"Originally, I was wondering whether they would rely on the Jaguar Cullinan SUV to expand their market. I didn't expect that they would choose a very different way to develop their efforts."

It can be said that Yu Yu watched Jaguar develop in China.

Among Nanshan Automobile Group's complete vehicle products, SUVs are the best and most sold.

Jaguar also announced the exterior design of the Cullinan before, and it is expected to be officially launched this year.

Many people think this should be Jaguar's biggest move this year.

But I didn’t expect that the limelight would be stolen by motorcycles such as the F1000, F1500, and F2000.

It is estimated that many people will find it very surprising.

"Car companies that produce motorcycles like Jaguar include BMW and Honda."

"The positioning of Honda motorcycles is very different from that of Jaguar motorcycles, and there is no comparison."

"But when it comes to BMW motorcycles, there are still some similarities."

"Last year, BMW motorcycles sold hundreds of thousands of motorcycles around the world. If Jaguar motorcycles can achieve a similar level, that would be really exciting."

He Ling is obviously very confident in Jaguar motorcycles now.

Especially the stunning appearance is a huge plus.

Especially for motorcycles worth hundreds of thousands, after consumers buy them, they really want people around them to know that their motorcycles are expensive.

This "sense of face" cannot be ignored in China's consumer market.

It can be said that this Jaguar Motorcycle event officially started amidst the expectations of many media.

China's motorcycle market is about to open a new era.