Rebirth 99 to become a car giant

When Chinese netizens look at cars, sometimes it has nothing to do with whether they can buy a car.

It was like a bunch of people were intensely discussing which sports car from Ferrari, Porsche or Xingchen Motors was better, everyone was spitting, talking very intensely and researching very thoroughly.

In fact, they can't even afford it.

But it does not affect everyone's enthusiasm for discussion.

This time Jaguar launches the Cullinan, which is known as the world's most luxurious SUV, which will naturally arouse heated discussions among a lot of people.

“I really like Jaguar’s logo, it’s so domineering!”

"Cullinan is preparing to provide a different toy for the rich."

"Jaguar is becoming more and more domineering. He really has a good father."

"I am the First Emperor of Qin. Please give me 50 yuan to buy a Cullinan. From now on, I will make you the county magistrate!"

"Even Jaguar, which does not produce SUVs, has started to produce SUVs, and is waiting for SUVs from Bentley and Rolls-Royce."

"Porsche achieved a counterattack in sales with its SUV models. Can Jaguar counterattack with the Cullinan?"

"Sure enough, SUVs are the most anticipated."

…

Various comments from netizens have made Jaguar Cullinan very popular.

In media such as Autohome, there are naturally no shortage of relevant articles.

"First of all, from the appearance point of view, the front face of Cullinan is relatively elegant as a whole. The air intake grille uses a waterfall design, which looks very sporty."

"The car is equipped with LED daytime running lights, headlight height adjustment, automatic opening and closing, adaptive high and low beams, automatic steering, delayed shutdown, etc."

"Coming to the side of the car, the body size of the car is 5341MM*2000MM*1837MM, which is definitely large enough."

"The car adopts simple lines, and the side of the car looks very plain. With large-sized and thick-walled tires, the overall visual effect is very cold."

"Looking back, the rear of the Cullinan has sharp lines, the taillights present a fashionable and simple design style, and the uniquely shaped exhaust pipes create a good aura."

"In terms of interiors, Cullinan's interior design has taken a fuller route, and the overall shape is remarkable..."

"Let's take a look at the central control. The car is equipped with a touch-sensitive LCD central control screen, which makes the interior style impressive and looks quite elegant."

"Let's take a look at the dashboard and seats again. The design of the dashboard is remarkable and looks very technological..."

Whether it is articles or evaluation videos of some female anchors, they have been placed in the most conspicuous position by Autohome.

It can be said that all the resources that Nanshan Automobile Group can coordinate have been allocated to it.

In order to show their support for Nanshan Automobile Group, some wealthy people with business contacts also said that they had already placed orders for Cullinan.

Cao Yang is the richest man in the world and China. He has huge influence in both the industrial circle and the Internet circle.

The venture capital departments of Nanshan Investment and Weibo have also quietly invested in many companies in recent years and have some relationships with many wealthy people.

Besides, the Cullinan is indeed a good car.

Especially the bulletproof version can fully meet the needs of wealthy people.

So just in the first week of listing, it received more than 500 orders.

This number is definitely very high for a super luxury car.

Even Cullinan's production plan is about the same amount in one month.

Of course, if the market is very hot, there is no big problem in wanting to improve.

"Mr. Cao, our Cullinan is a success this time. At least it is well recognized by consumers in China."

"Today, our first batch of export models have been officially shipped and will continue to be shipped to all parts of the world."

"With Jaguar's current global influence, there is no reason why sales in markets outside China will be lower."

Pan Jianghui is now full of confidence.

He now serves as the global vice president of Jaguar Land Rover and is fully responsible for the China region.

Before being acquired by Nanshan Automobile Group, Jaguar Land Rover was not well-known in China, and its global sales were only so-so.

But now Jaguar Land Rover is almost as famous in China as Mercedes-Benz and BMW.

Sales volume has also increased significantly compared to when it was originally acquired.

Especially on the Chinese side, it has more than doubled.

"Jaguar's potential is indeed very great, and it can definitely develop its scale to about 1 million."

"The current SUV is a test of the waters. If it is suitable in the future, it is not impossible to consider launching another one."

"Of course, the competition in the auto market is getting more and more intense now, so you can't invest blindly."

For a car like Jaguar, Cao Yang has no intention of letting it compete with brands like General Motors and Volkswagen.

There is no way to fully compete with Mercedes-Benz and BMW.

Because Cao Yang doesn't want to be like BMW and produce entry-level models worth hundreds of thousands.

This is harmful to brand power.

Just like Porsche and BMW, if there is any big difference in quality and technology between them, there is actually no.

But everyone will think that Porsche is more luxurious than BMW.

One of the important reasons is that Porsche models are not available in China for less than 500,000 yuan.

Unlike BMW, most of its best-selling models cost less than 500,000 yuan.

Although the sales volume has increased and the data is good, it is really hard to say who is the winner in the end.

In terms of weighing sales and brand power, finding a relatively compromise place is something Cao Yang has been working hard on.

For example, Jaguar has a global sales volume of about 1 million units. In the future, sales in China will be about 200,000 to 300,000 units, which is enough.

No matter how much it is, it will be very difficult to achieve.

Even the goal of 1 million is very challenging for Jaguar today.

"I will sort out Jaguar's market plan for the next five years internally, so that it can develop rapidly in China and around the world."

"In addition, Tianzhu seems to be more optimistic about Jaguar. Should we consider setting up a branch there?"

Taking this opportunity, Pan Jianghui also reported to Cao Yang once again the establishment of Jaguar's overseas branch.

As a former colony of England, Tianzhu has a relatively high degree of recognition of various brands from England.

Pan Jianghui analyzed it and felt that the market there was worth looking forward to.

Although there are many poor people, there are also many rich people.

"Of course you can sell cars in Tianzhu, but I hope the Tianzhu market will adopt a different plan than other places."

"We can find local dealers for in-depth cooperation and hand over all local sales, maintenance and after-sales services."

"We are only responsible for transporting the corresponding models to Tianzhu after receiving the car payment. The rest has nothing to do with us."

Obviously, Cao Yang does not intend to set up a subsidiary in Tianzhu to vigorously develop the market.

He doesn't want to work hard to earn money for several years and then throw it all away in a certain year.

The Tianzhu market is not worthy of his deep cultivation.

But the money and sales volume in Tianzhu Market can be obtained.

"This model is generally relatively rare. In the early days, some foreign brand models used similar methods when they entered China, but it would lead to confusion in all aspects such as after-sales service."

Pan Jianghui analyzed this matter from a relatively objective standpoint.

However, Cao Yang was very firm that he would not set up a branch in Tianzhu.

He also pointed out the unreliability of the Tianzhu market.

In this regard, Pan Jianghui must have no choice but to implement it seriously.

…

The launch of Jaguar Cullinan not only brings one of the world's most luxurious SUV models to Chinese consumers, but also brings many of the latest configurations to everyone.

Among them, the ones that have attracted more attention in the industry are the headlights and rear taillights provided by Xingyu Auto Lighting to Cullinan.

Especially for headlights, Xingyu Auto Lighting, as the first domestic company to apply LED lights to mass-produced models, has received countless orders in the domestic car lighting market in recent years.

They have also gradually formed four series of car lights: halogen headlights, xenon headlights, LED headlights and laser headlights, fully meeting the configuration needs of various domestic mid- to high-low car models.

Even Audi is using Xingyu lighting products.

This time, Cullinan's headlights have various functions such as LED daytime running lights, headlight height adjustment, automatic opening and closing, adaptive high and low beams, automatic steering, and delayed shutdown.

Although the most avant-garde laser headlights have not yet been used, considering the stability requirements of Cullinan, the current choice is not bad.

"Mr. Zhou, after we published the information about Cullinan's headlights on our official website, there were several more OEMs that came to us to communicate with us about their headlights."

"Especially car companies such as Mercedes-Benz, BMW and Porsche, which used to use only a small number of our lights, still prefer lights from Hella and Koito."

“But I think this time is an opportunity for change, allowing them to fully realize that our lighting technology is already the best in the world.”

Zhou Wenjing is the sales director of Xingyu Auto Lighting, and she has witnessed the development and changes of the company over the years.

She has basically dealt with all the mainstream domestic and foreign automobile companies.

Even if the two parties have not yet cooperated on orders, they have already had some preliminary contacts.

Of course, for some car companies, if they are not interested after the initial contact, you may not even meet them if you go to them again.

But this time, the situation began to change.

"The headlights we supply to Cullinan are basically equipped with all the functions that everyone needs."

"It is indeed a good idea to take this opportunity to expand our share of the luxury car market."

"However, there is no need to blindly quote the price too low when quoting, as that will not have much promotion effect on obtaining orders for luxury cars."

"On the contrary, we can demonstrate our technical advantages and let those luxury cars see how powerful we are."

"Especially for Porsche, we have always wanted to enter their global supply chain, but they have never let us in."

"This time he actually took the initiative to communicate with us, so let's see if we can do it."

Although Xingyu Auto Lighting also has shares from Nanshan Investment, their development is relatively independent.

Even if it is supplying parts to competitors of Nanshan Automobile Group, Cao Yang has no objection.

Even in the company's rules and regulations, it is specifically stipulated that competitors' new model schedule information cannot be shared with unrelated personnel.

This can at least alleviate the opponents' concerns to a certain extent.

As for whether they believe it or not, that's up to them.

"We have produced a lot of car lights over the years, and have supplied them to many models of Xingchen Motors and Jaguar Land Rover, but the publicity effect has never been as great as this one."

"It seems that Cullinan, the world's most luxurious SUV, has a greater impact on the market than we imagined."

Zhou Wenjing is Zhou Ling's niece, so even though she has a superior-subordinate relationship, she speaks more casually and can communicate with her about anything that comes to mind.

"Jaguar did not produce SUVs before, and even many luxury brand car companies did not produce SUVs before."

"So in the top luxury SUV market, there is actually a lack of a phenomenal product that can stand out."

"Now that Jaguar Cullinan has seized the opportunity and become this phenomenal product, its influence is naturally huge."

Zhou Ling has dealt with numerous OEMs over the years.

When everyone has a meal and communicates, they will definitely talk about various things in the industry.

Therefore, she actually understands the market situation of the automobile industry relatively well.

Don't underestimate the people at auto parts suppliers. They may be much better than the people at your OEM.

"It doesn't matter if we sell more Cullinans, we can produce more headlights."

…

When Jaguar Cullinan set off a wave of discussion in the Chinese automobile market, a Boeing 767 landed slowly at Hongqiao Airport in Shanghai.

Musk, the president of Tesla, walked off the plane with a group of his subordinates.

After a period of preparation, Tesla’s first directly-operated store in Shanghai will finally open tomorrow.

Masco, who was full of expectations for the Chinese market, naturally wanted to come in person.

"Zhu, how do you quickly distinguish which cars on the streets of China are new energy vehicles and which are traditional fuel vehicles?"

Tesla China General Manager Zhu Yifan personally drove a GL8 to pick up Musk and others.

Zhu Yifan also thought about what car to use to pick him up from the airport for a long time.

Normally, you must use a more luxurious car, so that you can better express your importance.

Whether it is Xingchen Motors' Dreamer, Toyota's Alpha, or Mercedes-Benz MPV, they are all the first choice for high-end business reception MPVs in China.

However, considering that Masco is an American, Zhu Yifan finally chose the GL8 produced by Modu General Motors.

It is estimated that Masco is also familiar with this car.

"Basically, they can be distinguished by the color of the license plate. As long as it has a green license plate, it is a new energy vehicle."

"This is also China's support policy for new energy vehicles in the past two years. It also allows new energy vehicles to be freely licensed in cities with license restrictions."

Zhu Yifan pointed to the speeding car outside and explained the situation to Masco.

As an electric vehicle company, after entering the Chinese market, Tesla must be most concerned about the market situation of electric vehicles in China.

As the world's largest automobile market, China's electric vehicle market is undoubtedly the largest.

Otherwise, Tesla would not be so eager to introduce the Model S to the Chinese market.

"The exposure rate of this new energy vehicle seems to be relatively high."

"I see that many taxis seem to be new energy vehicles?"

After staring outside for a few minutes, Masco frowned and asked.

In his impression, the proportion of new energy vehicles should still be very low.

When we are in the United States, it is definitely not easy to see a few pure electric vehicles on the streets.

But on the streets of Shanghai, new energy vehicles can be seen everywhere.

This situation seemed a little different from the information he had learned before.

"It's like this. The price of license plates in Shanghai is relatively high, so the free license plates for electric vehicles are more attractive."

"Many consumers are willing to spend money to buy electric vehicles. This not only saves license fees, but also eliminates the need to pay purchase tax."

"Whether it is Future Auto, Yangcheng Aian, or car companies such as Changan Automobile, they have launched many electric vehicles."

"As for taxis, that's because after electric vehicles are used as taxis, the operating costs drop significantly."

"And policies in various places have begun to support the electrification of operating vehicles such as taxis and buses."

"It can be said that the major cities in China have relatively strong support for new energy vehicles. It is also a very correct choice for our first Tesla directly-operated store to be located in Shanghai."

Zhu Yifan carefully explained the situation to Masco.

The latter quickly grasped the key point and said: "So, Magic City is considered to be a city with a relatively high number of new energy vehicles among all cities in China?"

"Yes, the number of new energy vehicles in the cities of Modu, Imperial City and Yangcheng is relatively large."

Zhu Yifan and Masco just chatted all the way to the hotel.

Then continue to report on some arrangements for the new store opening ceremony the next day.

In order to attract everyone's attention to the greatest extent, Tesla China also invited many media to participate.

After all, as the world's first listed electric vehicle company, Tesla's rapid rise in stock price this year has attracted a lot of people's attention.

When going to an event, the media can collect transportation fees and have news to report, so everyone's enthusiasm is naturally relatively high.

"Editor Fang, I have sorted out the sales of Tesla's Model S in the United States. Their sales in the first quarter of this year have exceeded those of the BMW 7 Series and Mercedes-Benz S-Class, refreshing Americans' understanding of luxury cars."

"This time they are coming with the momentum of this great victory. It seems they want to make some noise in China."

Lin Jiayan came with Fang Dawen today to attend the opening ceremony of Tesla's first direct-operated store in China and the launch of Model S in China.

Although it is just an electric car, Tesla obviously wants to make them popular.

Of course, the shape of this car is quite eye-catching and can attract everyone's attention.

Otherwise, it would be impossible to achieve such results in the United States.

"The price of this car is indeed not cheap, and it is somewhat similar to the positioning of future cars."

"However, Future Cars currently sells SUVs, while Tesla sells sedans. There is no direct conflict yet."

"But I have a hunch that Tesla and Future Auto will be the main competitors in the industry in the future."

“I just don’t know what methods cars will use in the future to deal with Tesla, an outsider.”

Fang Dawen looked like he was watching the fun and didn't mind the big deal.

The more things happen in the automotive industry, the easier life will be for them, the media.

Otherwise, nothing happens and they will feel uncomfortable.

"If Tesla really has a relatively large impact on future car sales, then Nanshan Automobile Group will definitely not remain indifferent."

"But at the beginning, I guess there won't necessarily be too much action right away."

"After all, Tesla doesn't have much fame now. If the future car moves too much, not only will it not be able to suppress the other party, but it will be equivalent to advertising for Tesla in disguise."

Lin Jiayan analyzes this issue from a relatively special perspective.

I have to say that her analysis is quite reasonable.

Tesla is now desperately trying to improve its reputation in China.

There are certainly many ways to do this.

Just like today, their opening event also invited the first five car owners to attend.

These car owners are all celebrities in society, including famous hosts and entrepreneurs, and all of them can be used to promote their cars.

Of course, as these celebrities are the first owners of Tesla cars, only the parties involved will know whether they spent money to buy cars, or whether they took this opportunity to provide endorsement cooperation and other projects.

"People from Autohome also came here today. I just saw Yu Yu and He Ling. It seems that they also take it seriously."

“I just don’t know if Musko knows the relationship between Autohome and future cars.”

When Fang Dawen said this, he turned around and looked around for the person who was looking for the car home.

The joking expression on his face could not be concealed no matter how hard he tried.

“According to Tesla’s own statement, they will be the catfish in the electric vehicle industry and will bring consumers a completely different electric vehicle driving experience after entering China.”

"Anyway, I think the marketing company the other party hired is quite high quality."

"I guess they still have very high expectations for the Chinese market."

Lin Jiayan has carefully studied Tesla's situation in the past two days, and also saw some of their actions.

The more information I see, the more interesting it becomes.

"Tesla is a listed company. If they can achieve good performance in the Chinese market, then the stock price will definitely rise significantly."

"At that time, all their expenses in China can be recovered from these places."

Zhu Yifan, Masko and others would probably be shocked if they heard Fang Dawen's opinion.

Of course, now the two of them definitely don't have so much fantasy.

Because the event is about to officially begin.