Chapter 709: Establishing a target is the soul

Bill Ford was the first to learn of the union's failure.

What did you say? The union didn't ask for any benefits, so the strike was canceled? Bill Ford showed an incredible expression.

The assistant nodded: Not only that, the employers also refuse to recall the workers who have been laid off!

In other words, the United Auto Workers failed! Bill Ford was stunned for more than half a minute before he recovered.

Bill Ford has been dealing with unions since the 1980s, and it has been more than 20 years now. Bill Ford knows better than anyone how greedy those people in the union are.

A century-old car company like the Ford Group has never been able to get a bargain during the trade union confrontation, so when he learned that Li Weidong was going to confront the trade union, Bill Ford planned to make a joke.

As a result, Bill Ford was shocked. In his mind, he couldn't beat the UAW at all. He lost!

I remember that the Chinese people's way of dealing with unions is to keep laying off workers, right? But this trick is useless for unions. He must have other tricks! Bill Ford said.

The assistant replied: Mr. President, I have sent someone to inquire in detail. Except for layoffs, the Chinese have not used other means.

It's impossible! If layoffs would solve the strike, we did it decades ago, Bill Ford said, shaking his head.

The Chinese showed an uncompromising attitude from the very beginning, not only announcing layoffs, but also increasing layoffs and putting pressure on workers.

The assistant went on to explain: But the most important thing is the current economic environment. After the subprime mortgage crisis broke out, many companies are laying off employees, and it has become difficult to find jobs, which makes some workers who are on strike feel a sense of crisis.

Some people worry that they can't find a job after being laid off, so they start to return to the workshop and clock in and go to get off work normally. Even if the production line is not running, just staying in the workshop and reading magazines can prove that they have a normal job.

As more and more people returned to the workshop, the production line could also be opened, and the union members had been laid off and could not enter the factory to continue to organize workers, so the momentum of the strike was weakened a lot.

I see. Bill Ford interrupted the assistant: For a strike like this, it's best to do it all in one go. Once the momentum is weakened, it's not far from failure.

The assistant went on to say: Mr. President, I think the reason why the Chinese can win this time is because of their luck! Who would have thought that the subprime mortgage crisis would affect the economy of the United States so quickly. If it weren't for the poor economic prospects If so, the workers will definitely be able to persevere!”

It's not as simple as you think! How can someone who can buy Jaguar Land Rover for $1.5 billion only rely on luck? Bill Ford sighed and continued:

Knowing how to use the changes in the external situation to achieve your own goals is a kind of ability! When this Mr. Li came to negotiate with me before, I had already noticed this. What I didn't expect was that he can really defeat United Auto Workers!

Bill Ford said, as if he suddenly realized something, his face changed greatly!

No! We might be in trouble! Bill Ford exclaimed.

Mr. President, what trouble do we have? the assistant asked immediately.

The UAW has shrunk in the Chinese, its reputation will definitely be damaged, and workers will also reduce their trust in the union. In order to restore its image, the union will definitely take action! Bill Ford said.

Mr. President, do you mean that the UAW will continue to organize workers' activities? The assistant nodded suddenly.

That's right, the UAW has gone through this defeat, and it must be a bigger victory to boost morale and prestige, and they'll take action against big car companies.

Bill Ford sighed and continued, I guess the UAW will be targeting either General Motors or us!

...

The news of the failure of the UAW quickly spread among the major auto companies in the United States. For many companies, this was undoubtedly a shock bomb.

The three major auto companies in the United States have been fighting with labor unions for nearly a hundred years, but even in the most prosperous era of the three major auto companies, they did not make any money from the labor unions. The salary is a lot higher than that of other manufacturing industries.

Later, foreign-funded companies that entered the United States followed the local customs, learned from American car companies, and acted according to the so-called American rules. When the labor union went on strike, they chose to compromise and give a little benefit to calm the incident.

The first foreign car companies to enter the United States to set up factories are mainly Japanese-funded companies. On the site of American fathers, how dare Japanese good sons beep!

So when Li Weidong decided to compete with the union, many car companies were waiting to see the joke, and everyone was waiting to see this ignorant Chinese being repaired by the union.

The result was beyond everyone's expectations, and it was the United Auto Workers who lost in the end!

In the past few decades, the UAW has never lost, and even in the worst case, it can tie with the management.

However, this time, the Auto Workers Union faced Li Weidong, not only did not get the slightest benefit, but more than 1,000 auto workers lost their jobs, and all union members were kicked out of the Bem Hull factory. This is obviously a complete failure. .

And the failure was a huge blow to the UAW's reputation.

Auto workers join the union in the hope that the union can help them win more benefits. Now that the benefits have not been reaped, and instead they have lost their jobs, these workers will naturally go to the union to settle accounts.

Other auto workers who have joined the union, or are interested in joining the union, will also wonder whether the union is reliable or not, and whether they can benefit from joining the union. If you can't get the benefits, but it's harmful to yourself, you must stay away from the union.

Of course, the Auto Workers Union can't afford to suffer from this dumb loss. They started to mobilize public opinion to smear Li Weidong and describe Li Weidong as a black-hearted capitalist who disregards the life and death of workers.

However, this does not do much harm to Li Weidong. In the United States, there are many black-hearted capitalists, and Li Weidong is not bad.

At the same time, in order to restore its reputation, the United Auto Workers also began to brew a larger strike.

As long as it can prove that the UAW still has the ability to fight for the benefits of workers, it can continue to have the support of workers.

Previously, the United Auto Workers had already plucked 11 billion wool from Chrysler, and there are still many car companies that can continue to pluck wool, especially General Motors and Ford, which are much larger than Chrysler. Surely there will be more benefits.

In the end, history still took the same path as before. The UAW is going to strike against General Motors!

...

After resolving the matter of the American trade union, Li Weidong went to the UK again to inspect the Jaguar Land Rover factory in Liverpool.

Compared with the Bemhull factory in the United States, the Liverpool factory is the main production base of Jaguar Land Rover, and the R\u0026D team and design team of Jaguar Land Rover are also here.

Ralph Speth, CEO of Jaguar Land Rover, greeted Li Weidong with a group of senior officials.

Ralph Speth was not a successful CEO, because it was under his leadership that Jaguar Land Rover historically became a second-tier luxury brand. And Jaguar, which consumers criticize for its many minor faults, also began in the era of Speth at the helm of Land Rover.

In the conference room, Ralph Speth introduced the operation of Jaguar Land Rover to Li Weidong.

Mr. Li, our sales declined to a certain extent last quarter, which was mainly affected by the economic environment. I believe that after a quarter or two, the economy will stabilize and our sales will pick up. Pace spoke up.

Mr. Speth, I think your judgment is too optimistic. Let alone one or two quarters, even one or two years, the economy may not be able to recover.

Li Weidong cleared his throat and continued: I just came back from the United States. According to my observation, the financial crisis caused by the subprime mortgage crisis and the subsequent economic recession cannot be resolved in a short time.

And the financial crisis will also cause a series of problems, such as the sovereign debt problems of some countries. Countries in southern Europe have always had relatively high government debt ratios, such as Italy, Greece, Spain and other countries.

These countries are all members of the European Union. Once a debt crisis occurs, it will inevitably drag down the economy of the entire European Union. Therefore, I am not optimistic about the European economy in the next two years.

The meeting room was full of Europeans. Hearing that Li Weidong was looking down on the European economy, his expressions were a little unnatural. But Li Weidong is the boss after all, even if they are upset, they can only hold back.

Li Weidong went on to say: Compared with Europe and the United States, I am more optimistic about the economic growth in Asia, so I think that in the future, we can increase our efforts to develop the Asian market, especially the Chinese market. The Land Rover Range Rover model can be used as our market in the Chinese market. The main car model.”

In the next few years, the Land Rover Range Rover will indeed be sold in the Chinese market, and it is even called the exclusive car for the nouveau riche. Chinese consumers buy Range Rover just to tell everyone that I am a rich man! And Land Rover also relied on sales in the Chinese market to successfully turn losses into profits.

Li Weidong, the boss, has spoken out. He wants to sell the Land Rover Range Rover in the Chinese market. Naturally, everyone has no opinion.

Li Weidong went on to say: As for the Jaguar brand, the market recognition in China is not high, so in the next period of time, we will mainly establish Jaguar's recognition in the Chinese market, so that Chinese consumers can appreciate the Jaguar brand. have stronger cognition.

The first is to increase publicity and instill a concept for Chinese consumers. Jaguar is a luxury car brand that is more luxurious than BMW and Mercedes-Benz. Driving a Jaguar is a symbol of status.

We can achieve this subtly through the placement of advertisements in some film and television works or variety shows. In addition, China will host the Olympic Games this year, and we can also raise awareness through sponsorship.

In addition, in terms of design, it also needs to be improved. If you want to sell well in the Chinese market, first of all, the wheelbase should be increased, the interior should be luxurious, and the third and most important thing is to restore the standard design!

Mr. Lee, in this case, our costs will also increase. Ralph Speth said immediately.

Li Weidong replied: Wool comes from sheep, and the cost has increased. We can raise the price. We are a luxury brand, and it is normal to sell a little more expensive. For cars of the same level, our price is only the same as BMW and Benchu. in the same price range.”

The stand is clearly one of the symbols of luxury cars. A car without a logo may be a luxury car, but with a logo, it must be a luxury car.

To put it another way, if the car is not a luxury brand, if you get a sign on it, the car owner will feel that it is a pig's nose with a green onion, pretending to be an elephant! Not only does he lose face when he goes out, he may even be ridiculed in various ways.

Especially in the Chinese market, consumers are particularly interested in the establishment of the standard. As a business model, one more standard is to be more favored by buyers.

In terms of bid establishment, the most successful marketing strategy is undoubtedly Mercedes-Benz.

The Mercedes-Benz S-Class is a model of the standard. In the Chinese market, the Mercedes-Benz S-Class can sell twice the sales volume of the BMW 7 series. The design of the standard is a great contribution.

Later, Mercedes-Benz simply launched the standard E-Class, which was also a very successful model.

Before the launch of the standard Mercedes-Benz E-Class, the sales volume of the Mercedes-Benz E-Class was beaten by the BMW 5 Series, but after the launch of the standard E-Class, even with various reductions in Mercedes-Benz, sales still rushed up. Can it surpass the BMW 5 Series? Good to say, but at least it sells better than the Audi A6L.

This is mainly due to the establishment of the standard. The car spends more than 400,000 yuan to buy an E-class, and you can enjoy the appearance of the S-class of more than one million yuan, and the force is immediately improved.

After tasting the sweetness, Mercedes-Benz decided to make persistent efforts, and even planned to launch the standard Mercedes-Benz C-Class.

Most Chinese consumers don't understand cars, and many people buy luxury brands for the sake of face and for the sake of style.

Therefore, the more atmospheric appearance, luxurious interior, wide body, longer wheelbase, plus a stand, basically meet the needs of Chinese bosses for the card surface.

Among the many brands' logos, the beauty of Jaguar's logo should be second only to Rolls-Royce's flying goddess. The jaguar that flutters forward is definitely better than the winged B-belt of Bentley. You fly looks much better.

But unfortunately, Jaguar canceled the design of the standard.

And this is mainly because of regulations.

The United Kingdom has long stipulated that the use of signs on the front of the car is prohibited, because the British believe that if the car hits a person, the sign is likely to cause more harm to the human body.

In 2005, the European Union followed up with this regulation, prohibiting the erection of vehicles.

Europe is Jaguar's main market, so Jaguar simply canceled the design of the standard. This also reflects the rigidity of Jaguar's management.

Now that Li Weidong has won the Jaguar, it is natural to immediately revive the standard of Jaguar.

With that little leopard leaping forward, Jaguar deserves this name!

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