Chapter 100
·
Chen Ai Ting
Chapter 100
Sports car is actually a thankless field, especially the top super sports car.
Just like when Aston Martin launched the ONE-77, there are only 77 units in the world. Even if these 77 units have been sold out, in fact, this car cannot make money, and even capital preservation is a problem.
As the saying goes, there are people in the business of beheading, but no one in the business of losing money.
Why did Aston Martin continue to develop ONE-77 when it knew it was losing money?
The reason is simple, this is a super sports car business model.
The launch of this industry's top super sports car can establish and maintain Aston Martin's brand image and industry status.
However, so much money has been invested in early research and development, how can it be recovered?
This must be earned back from other models other than ONE-77.
So here comes the problem, when your sales of other models are not good, you will lose money.
Over the years, with the emergence of the subprime mortgage crisis and the European debt crisis, almost all the ultra-luxury car brands have experienced varying degrees of losses. Except for Ferrari, which can barely maintain itself, and Porsche, which has entered the luxury field from the ultra-luxury field early, including Lamborghini, Maserati, etc., which one is not suffering serious losses?
When Porsche came out of the crisis, it happened to launch the low-end luxury car Cayenne, which blew up sales in one fell swoop.
Yang Huan, Ulrich Bates, Zhao Yuanfang and others have all discussed that if Aston Martin wants to improve the current predicament, it must go out of the field of sports cars and launch four-door luxury sedans, SUVs or crossovers.
Because in China and other emerging markets, this kind of car can only be sold and make money.
Then use the money earned from this car to feed back the R&D and technological innovation of super sports cars, and then use the brand image and industry status established by super sports cars to further boost the sales and influence of low-priced models.
What Aston Martin thinks and wants to do now, including ultra-luxury brands such as Lamborghini and Maserati, are also doing it.
Even to some extent, Aston Martin is relatively late.
Another very important point is that Aston Martin only had experience in developing sports cars before.
Therefore, when Yang Huan proposed to develop luxury cars, SUVs and crossovers, the entire management team did not have any problems. As long as they have financial support, they can do it, because this is the trend.
Lovely problem, how to solve it?
How to deal with inexperienced weaknesses?
These are a big hassle.
Yang Huan sat at the top center of the oval desk, turned the seat, turned sideways to the crowd, and opened his left hand on the desk, listening to the heated discussions among the management of Aston Martin.
It contains many highly professional terms, Yang Huan has never even heard of them, so there is no way to get involved.
However, seeing this group of people arguing more and more fiercely, Yang Huan couldn't bear it anymore.
He slapped the desk hard, and a bang sounded throughout the conference room.
Everyone in the meeting room was taken aback by Yang Huan's sudden move, and suddenly one or two fell silent.
"What's the noise?" He glared at the six or seven people in the two rows below.
They are all sitting in this position, but they can still make such a noise?
Like talk?
"Malik, tell me." Yang Huan pointed to the design director Malik Rickman.
The young Aston Martin design director immediately stood up, "Master Huan, in fact, designing a car is a very complicated system engineering, and it is the result of the operation of a whole team. If it is just a sketch, we can do it, but this involves a lot of engineering and technical analysis, which requires the accumulation of a lot of data."
"Many brands that have stepped out of ultra-luxury have failed because of problems in this aspect."
Malik Rickman felt that Yang Huan might not understand, so he took the initiative to explain the process of car design to Yang Huan.
Automobile industrial design is the most important and critical part of a car. The overall design and development level, project management capabilities, accumulation of automobile data, vehicle performance and quality assurance, etc., are largely determined by the strength of the automotive industry design.
Aston Martin's industrial design in the field of sports cars is second to none. They have accumulated a lot of data and experience in this field. In terms of sports cars, they have no problems, but in fields other than sports cars, it is unknown.
Through Malik Rickman's explanation, although Yang Huan didn't understand the twists and turns, he understood a little bit.
Just like many people talk about Apple, almost no one will deny that the success of all Apple products is very important to their industrial design. From computers, MP3s to mobile phones to tablets, Apple’s industrial design has ushered in countless loyal fans for them.
It is also an Android phone, isn't Samsung distinguishing itself from other manufacturers by virtue of its excellent industrial design?
Just like cars, many people say that Korean cars are good-looking but not durable, but this can't stop the sales of Korean cars in the world from rising steadily, gradually becoming a powerful new force in the global automotive field.
Kia, in particular, has seen sales skyrocket year after year after it hired a European design director.
From these, and even from more fields, we can see the importance of industrial design, and it is becoming more and more important.
"Is there any way to expand our industrial design team in the shortest possible time?" Yang Huan looked at Malik Rickman.
The latter nodded, "Of course, more talents in this field will be introduced, but in some database accumulation and engineering analysis, the weakness is still very obvious."
"Actually, there is another way." Ulrich Bates offered.
"any solution?"
"Outsourcing!" said Ulrich Bates.
This is also the first consideration of most cross-border car companies.
It is outsourced to an independent car design company.
Yang Huan shook his head, "I don't like outsourcing, it sounds very low-end and fake."
"Master Huan, in fact, outsourcing is very common in the European auto market." Ulrich Bates smiled wryly. The outsourcing strategy he had insisted on for many years was reprimanded as low-end, but he couldn't get angry and could only smile wryly.
"Alternatively, we can purchase directly." German Mediterranean added.
"Acquisition?" Yang Huan was a little surprised.
Ulrich Bates nodded and said: "At present, the entire automobile industry is in a downturn, especially some independent automobile design companies. The three most outstanding Italian independent automobile design companies in the world have encountered problems in recent years, and all of them have fallen into a debt crisis. Even a leader like Giugiaro can't make ends meet."
"I mean, buy one of those car design companies."
Yang Huan's heart skipped a beat. This is indeed the fastest way to improve Aston Martin's industrial design capabilities.
At this moment, Zhao Yuanfang, who had been silent all this time, suddenly broke in.
"Dr. Bates, as far as I know, 60.00% to [-]% of foreign car design tasks are completed by independent car design companies, and the most outstanding design companies are undoubtedly Italian design companies. Why do they have debt crises one after another?"
Ulrich Bates looked at Zhao Yuanfang, "It's actually very simple. More and more automobile companies are beginning to pay attention to independent research and development and design. For example, BMW, after Chris Bangor became the chief design director of BMW, he advocated the acquisition of a design company. Now this design company not only designs models for BMW, but also Boeing aircraft, Nokia mobile phones, etc. are their customers."
"Moreover, many car design companies have their own car factories and other businesses. Once they do not manage well, the company will naturally fall into the quagmire of debt and cannot extricate itself."
"Oh." Zhao Yuanfang understood a little bit. Now that large companies have established or acquired design departments, the market for these independent design companies has gradually shrunk. Especially in the past few years, the entire automobile industry in Europe and the United States has been in a downturn.
Emerging markets represented by China are rising strongly.
"Master Huan, I agree with Dr. Bates' statement!" Zhao Yuanfang smiled and looked at Yang Huan, "But I think Dr. Bates has not thought enough, we should go further."
"Oh?" Yang Huan was interested in Zhao Yuanfang's thoughts.
The most important thing for Zhao Yuanfang now is to establish her image as an investment consultant in Yang Huan's heart. She seized this rare opportunity and naturally worked very hard.
"As far as I know, the entire field of automotive design has just started in China and other emerging markets, but it is already very mature in Europe and the United States. My idea is, either do not do it, or do it and simply expand it. I will directly acquire these three companies and integrate them into a large-scale industrial design company. I will give up other businesses including production and focus on industrial design."
When Zhao Yuanfang said this, Ulrich Bates and others were shocked.
This is a big deal!
You know, Georgiaro, Broadcom, and Pennsylvania are all valuable assets. It is not easy to acquire one, and it is even more difficult to acquire three. Among them, Georgiaro has to face the competition of the Volkswagen Group.
You are smart, and you are not stupid.
Volkswagen gives a lot of business to these independent car design companies every year, and now it also wants to acquire a design company by itself.
Do you have the deep pockets of the masses?
Unexpectedly, Yang Huan nodded cheerfully after hearing this, "It's interesting."
He has always been interested in challenging things.
Ulrich Bates shook his head, "Let's not talk about whether it is possible to acquire these three independent design companies. Even if it is acquired, integration will be a big problem. My opinion is that the acquisition of one of them will be included in Aston Martin, and I suggest that Ian Callum, the chief design director of Jaguar, be poached to be responsible for the design of cars other than sports cars."
Ian Callum once designed a sports car for Aston Martin and helped Aston Martin usher in a revival. Now he is the design director of Jaguar.
This Scot is most famous for the strong British aristocratic style in the models he designed, which caters to Yang Huan's taste very much.
"Since Jaguar Land Rover was acquired by Indians, it has suffered serious losses every year in the past few years. Ian Callum has also been under tremendous pressure. I believe he is happy to switch from Jaguar to Aston Martin, and he also understands Aston Martin's culture. I believe he is the most suitable candidate."
Seeing that Yang Huan was moving, Ulrich Bates further persuaded him.
In the past few years, Aston Martin has improved a lot in sales, but product quality and brand image have declined.
As CEO, Ulrich Bates was under tremendous pressure.
Finally ushered in a change of dynasty, and when a new boss came, he naturally wanted to keep his position at all costs.
This requires him to prove his worth in front of the new boss.
Moreover, as a veteran doctor in the automobile industry, Ulrich Bates truly believes that if anyone can create a luxury car with Aston Martin pedigree and win the recognition of the outside world, the most suitable candidate must be Ian Callum!
Even more than the current design director of Aston Martin, Malik Rickman.
The latter is still too tender after all.
When Yang Huan heard that Ulrich Bates was sure to poach Ian Callum next door, he immediately became interested. Since he is known as the James Cameron in the field of car design, he must be a talent.
At least, Yang Huan likes the Jaguar he designed very much, and is looking forward to the luxury car he designed for Aston Martin.
Seeing Yang Huan's expression, Zhao Yuanfang cried out inwardly that something was wrong. He didn't want to miss the opportunity to show his face that he had won so hard, so he hurriedly said again.
"The acquisition and integration of these three design companies, I think, has great market prospects. Among other things, the orders from those Chinese auto companies alone are enough to support this design company. As for integration, I don't think it is a problem, and I think there is a person who is very suitable and must be very interested in helping us complete the acquisition and serve as the person in charge of this design company."
"Who?" Yang Huan was also interested in this plan.
Industrial design is indeed very important and very promising.
If these three major design companies can be acquired and integrated, it will indeed be very competitive.
To use a Chinese saying, go your own way and let others have no way to go.
In the future, those car companies who want to design models will have to take the initiative to come to me.
This is such a cool and enjoyable thing!
Moreover, he could see that Zhao Yuanfang and Ulrich Bates seemed to be secretly competing for credit.
He likes this, because reasonable and healthy competition is a good thing for any team.
Celebrating Chapter 100!Ask for a monthly pass!
Just now, I went to the book review section to add the essence, and the debts I owed from the opening of the book to now are finally cleared!
Debt free!
(End of this chapter)
Sports car is actually a thankless field, especially the top super sports car.
Just like when Aston Martin launched the ONE-77, there are only 77 units in the world. Even if these 77 units have been sold out, in fact, this car cannot make money, and even capital preservation is a problem.
As the saying goes, there are people in the business of beheading, but no one in the business of losing money.
Why did Aston Martin continue to develop ONE-77 when it knew it was losing money?
The reason is simple, this is a super sports car business model.
The launch of this industry's top super sports car can establish and maintain Aston Martin's brand image and industry status.
However, so much money has been invested in early research and development, how can it be recovered?
This must be earned back from other models other than ONE-77.
So here comes the problem, when your sales of other models are not good, you will lose money.
Over the years, with the emergence of the subprime mortgage crisis and the European debt crisis, almost all the ultra-luxury car brands have experienced varying degrees of losses. Except for Ferrari, which can barely maintain itself, and Porsche, which has entered the luxury field from the ultra-luxury field early, including Lamborghini, Maserati, etc., which one is not suffering serious losses?
When Porsche came out of the crisis, it happened to launch the low-end luxury car Cayenne, which blew up sales in one fell swoop.
Yang Huan, Ulrich Bates, Zhao Yuanfang and others have all discussed that if Aston Martin wants to improve the current predicament, it must go out of the field of sports cars and launch four-door luxury sedans, SUVs or crossovers.
Because in China and other emerging markets, this kind of car can only be sold and make money.
Then use the money earned from this car to feed back the R&D and technological innovation of super sports cars, and then use the brand image and industry status established by super sports cars to further boost the sales and influence of low-priced models.
What Aston Martin thinks and wants to do now, including ultra-luxury brands such as Lamborghini and Maserati, are also doing it.
Even to some extent, Aston Martin is relatively late.
Another very important point is that Aston Martin only had experience in developing sports cars before.
Therefore, when Yang Huan proposed to develop luxury cars, SUVs and crossovers, the entire management team did not have any problems. As long as they have financial support, they can do it, because this is the trend.
Lovely problem, how to solve it?
How to deal with inexperienced weaknesses?
These are a big hassle.
Yang Huan sat at the top center of the oval desk, turned the seat, turned sideways to the crowd, and opened his left hand on the desk, listening to the heated discussions among the management of Aston Martin.
It contains many highly professional terms, Yang Huan has never even heard of them, so there is no way to get involved.
However, seeing this group of people arguing more and more fiercely, Yang Huan couldn't bear it anymore.
He slapped the desk hard, and a bang sounded throughout the conference room.
Everyone in the meeting room was taken aback by Yang Huan's sudden move, and suddenly one or two fell silent.
"What's the noise?" He glared at the six or seven people in the two rows below.
They are all sitting in this position, but they can still make such a noise?
Like talk?
"Malik, tell me." Yang Huan pointed to the design director Malik Rickman.
The young Aston Martin design director immediately stood up, "Master Huan, in fact, designing a car is a very complicated system engineering, and it is the result of the operation of a whole team. If it is just a sketch, we can do it, but this involves a lot of engineering and technical analysis, which requires the accumulation of a lot of data."
"Many brands that have stepped out of ultra-luxury have failed because of problems in this aspect."
Malik Rickman felt that Yang Huan might not understand, so he took the initiative to explain the process of car design to Yang Huan.
Automobile industrial design is the most important and critical part of a car. The overall design and development level, project management capabilities, accumulation of automobile data, vehicle performance and quality assurance, etc., are largely determined by the strength of the automotive industry design.
Aston Martin's industrial design in the field of sports cars is second to none. They have accumulated a lot of data and experience in this field. In terms of sports cars, they have no problems, but in fields other than sports cars, it is unknown.
Through Malik Rickman's explanation, although Yang Huan didn't understand the twists and turns, he understood a little bit.
Just like many people talk about Apple, almost no one will deny that the success of all Apple products is very important to their industrial design. From computers, MP3s to mobile phones to tablets, Apple’s industrial design has ushered in countless loyal fans for them.
It is also an Android phone, isn't Samsung distinguishing itself from other manufacturers by virtue of its excellent industrial design?
Just like cars, many people say that Korean cars are good-looking but not durable, but this can't stop the sales of Korean cars in the world from rising steadily, gradually becoming a powerful new force in the global automotive field.
Kia, in particular, has seen sales skyrocket year after year after it hired a European design director.
From these, and even from more fields, we can see the importance of industrial design, and it is becoming more and more important.
"Is there any way to expand our industrial design team in the shortest possible time?" Yang Huan looked at Malik Rickman.
The latter nodded, "Of course, more talents in this field will be introduced, but in some database accumulation and engineering analysis, the weakness is still very obvious."
"Actually, there is another way." Ulrich Bates offered.
"any solution?"
"Outsourcing!" said Ulrich Bates.
This is also the first consideration of most cross-border car companies.
It is outsourced to an independent car design company.
Yang Huan shook his head, "I don't like outsourcing, it sounds very low-end and fake."
"Master Huan, in fact, outsourcing is very common in the European auto market." Ulrich Bates smiled wryly. The outsourcing strategy he had insisted on for many years was reprimanded as low-end, but he couldn't get angry and could only smile wryly.
"Alternatively, we can purchase directly." German Mediterranean added.
"Acquisition?" Yang Huan was a little surprised.
Ulrich Bates nodded and said: "At present, the entire automobile industry is in a downturn, especially some independent automobile design companies. The three most outstanding Italian independent automobile design companies in the world have encountered problems in recent years, and all of them have fallen into a debt crisis. Even a leader like Giugiaro can't make ends meet."
"I mean, buy one of those car design companies."
Yang Huan's heart skipped a beat. This is indeed the fastest way to improve Aston Martin's industrial design capabilities.
At this moment, Zhao Yuanfang, who had been silent all this time, suddenly broke in.
"Dr. Bates, as far as I know, 60.00% to [-]% of foreign car design tasks are completed by independent car design companies, and the most outstanding design companies are undoubtedly Italian design companies. Why do they have debt crises one after another?"
Ulrich Bates looked at Zhao Yuanfang, "It's actually very simple. More and more automobile companies are beginning to pay attention to independent research and development and design. For example, BMW, after Chris Bangor became the chief design director of BMW, he advocated the acquisition of a design company. Now this design company not only designs models for BMW, but also Boeing aircraft, Nokia mobile phones, etc. are their customers."
"Moreover, many car design companies have their own car factories and other businesses. Once they do not manage well, the company will naturally fall into the quagmire of debt and cannot extricate itself."
"Oh." Zhao Yuanfang understood a little bit. Now that large companies have established or acquired design departments, the market for these independent design companies has gradually shrunk. Especially in the past few years, the entire automobile industry in Europe and the United States has been in a downturn.
Emerging markets represented by China are rising strongly.
"Master Huan, I agree with Dr. Bates' statement!" Zhao Yuanfang smiled and looked at Yang Huan, "But I think Dr. Bates has not thought enough, we should go further."
"Oh?" Yang Huan was interested in Zhao Yuanfang's thoughts.
The most important thing for Zhao Yuanfang now is to establish her image as an investment consultant in Yang Huan's heart. She seized this rare opportunity and naturally worked very hard.
"As far as I know, the entire field of automotive design has just started in China and other emerging markets, but it is already very mature in Europe and the United States. My idea is, either do not do it, or do it and simply expand it. I will directly acquire these three companies and integrate them into a large-scale industrial design company. I will give up other businesses including production and focus on industrial design."
When Zhao Yuanfang said this, Ulrich Bates and others were shocked.
This is a big deal!
You know, Georgiaro, Broadcom, and Pennsylvania are all valuable assets. It is not easy to acquire one, and it is even more difficult to acquire three. Among them, Georgiaro has to face the competition of the Volkswagen Group.
You are smart, and you are not stupid.
Volkswagen gives a lot of business to these independent car design companies every year, and now it also wants to acquire a design company by itself.
Do you have the deep pockets of the masses?
Unexpectedly, Yang Huan nodded cheerfully after hearing this, "It's interesting."
He has always been interested in challenging things.
Ulrich Bates shook his head, "Let's not talk about whether it is possible to acquire these three independent design companies. Even if it is acquired, integration will be a big problem. My opinion is that the acquisition of one of them will be included in Aston Martin, and I suggest that Ian Callum, the chief design director of Jaguar, be poached to be responsible for the design of cars other than sports cars."
Ian Callum once designed a sports car for Aston Martin and helped Aston Martin usher in a revival. Now he is the design director of Jaguar.
This Scot is most famous for the strong British aristocratic style in the models he designed, which caters to Yang Huan's taste very much.
"Since Jaguar Land Rover was acquired by Indians, it has suffered serious losses every year in the past few years. Ian Callum has also been under tremendous pressure. I believe he is happy to switch from Jaguar to Aston Martin, and he also understands Aston Martin's culture. I believe he is the most suitable candidate."
Seeing that Yang Huan was moving, Ulrich Bates further persuaded him.
In the past few years, Aston Martin has improved a lot in sales, but product quality and brand image have declined.
As CEO, Ulrich Bates was under tremendous pressure.
Finally ushered in a change of dynasty, and when a new boss came, he naturally wanted to keep his position at all costs.
This requires him to prove his worth in front of the new boss.
Moreover, as a veteran doctor in the automobile industry, Ulrich Bates truly believes that if anyone can create a luxury car with Aston Martin pedigree and win the recognition of the outside world, the most suitable candidate must be Ian Callum!
Even more than the current design director of Aston Martin, Malik Rickman.
The latter is still too tender after all.
When Yang Huan heard that Ulrich Bates was sure to poach Ian Callum next door, he immediately became interested. Since he is known as the James Cameron in the field of car design, he must be a talent.
At least, Yang Huan likes the Jaguar he designed very much, and is looking forward to the luxury car he designed for Aston Martin.
Seeing Yang Huan's expression, Zhao Yuanfang cried out inwardly that something was wrong. He didn't want to miss the opportunity to show his face that he had won so hard, so he hurriedly said again.
"The acquisition and integration of these three design companies, I think, has great market prospects. Among other things, the orders from those Chinese auto companies alone are enough to support this design company. As for integration, I don't think it is a problem, and I think there is a person who is very suitable and must be very interested in helping us complete the acquisition and serve as the person in charge of this design company."
"Who?" Yang Huan was also interested in this plan.
Industrial design is indeed very important and very promising.
If these three major design companies can be acquired and integrated, it will indeed be very competitive.
To use a Chinese saying, go your own way and let others have no way to go.
In the future, those car companies who want to design models will have to take the initiative to come to me.
This is such a cool and enjoyable thing!
Moreover, he could see that Zhao Yuanfang and Ulrich Bates seemed to be secretly competing for credit.
He likes this, because reasonable and healthy competition is a good thing for any team.
Celebrating Chapter 100!Ask for a monthly pass!
Just now, I went to the book review section to add the essence, and the debts I owed from the opening of the book to now are finally cleared!
Debt free!
(End of this chapter)
