1563 Branding Plan

In fact, strictly speaking, it can't be said that Ferdinand Piëch is stupid, didn't Volkswagen visit SAIC and Audi visit Yiqi when they didn't use official power?

It's just that at this time and then, 20 years ago, Huaxia can be described as a waste to be revived, Wolfsburg car came as a private person, we will also be offered as a god, but now Huaxia, after 20 years of rapid development, if Ferdinand Piëch still looks at people with old eyes, it is not surprising to touch the ash of a nose.

Ferdinand Piëch also realized this, so he took a long breath and said to Volcker Stancer: "Your Excellency, thank you very much for the reminder, I will seriously consider this matter. ”

"You're so polite," Volcker Stanzer said hurriedly to Ferdinand Piëch, "that's what I'm supposed to do." ”

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While Ferdinand Piëch was discussing with Martin Wendern how to use the power of the German government to push the matter forward, what he didn't know was that his ambitious cousin, Wolfgang Porsche, was also preparing to make a big move......

"Brothers and sisters, I have an idea," Wolfgang Porsche said to his brothers and sisters at the family dinner on Monday, "and I am going to complete the acquisition of the Wolfsburg Group in five to eight years' time." ”

"You're buying Wolfsburg Cars?"

Wolfgang Porsche's words took the Wolfgang family by surprise.

The Porsche family is a very united family, as early as the time of Ferdinand Porsche, he stipulated that every Monday, all family members should have dinner together, this dinner time is not only a time for family members to enhance their relationship and increase understanding, but also a time to discuss family affairs.

Here, we have to extend a little, the founder of Wolfsburg Motors, Mr. Ferdinand Porsche, is not only the founder of Porsche Motors, but also in the 30s, he was also at the request of the German Chancellor Adolf, founded the "national car" for the purpose of Wolfsburg Motors, of course, as a defeated country, after the end of World War II, Wolfsburg Motors were undoubtedly liquidated, and the Porsche family was excluded from Wolfsburg Automobiles.

Here, I have to mention that Mr. Ferdinand Porsche's son-in-law, that is, Ferdinand Porsche's father, is a lawyer, under his operation, although the Porsche family was canceled the equity of Wolfsburg cars, but was qualified to sell Wolfsburg cars, as an opportunity, the Porsche family gradually took back the controlling stake in Wolfsburg cars.

When Mr. Ferdinand Porsche was dying, he divided the wealth of the Porsche family equally among his son Ferry Porsche and his daughter Louise Porsche.

Of course, the Piëch family is well aware of this sentiment of the Porsche family, and they do not show weakness: My mother is one of my grandfather's two children, so why can't we divide the property?

While Ferry Porsche and Louise Porsche were still alive with their own siblings, they could still rely on their prestige to suppress their family's dissatisfaction, but after the death of Ferry Porsche and Louise Porsche, this fragile balance could no longer be maintained......

"Yes......"

As the third generation head of the Porsche family, Wolfgang Porsche nodded slowly: "My brothers and sisters, I think it's time to get the Wolfsburg car back." ”

The family members who participated in the meeting, you look at me, I look at you, and their faces gradually became excited......

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Chen Geng was ignorant of all the dirt that had happened to the Porsche family and the Piëch family, and he was now thinking about a question: how to make the Lexus gold-plated?

The best way is, of course, to ask George Jr. to replace the previous Cadillac with a Lexus LS, for this reason, Chen Geng specially asked Jack Welch: "Welch, how likely do you think it is for George Jr. to choose Lexus LS as a new generation of commanders?"

"Sir, do you want Lexus to replace Cadillac?" Jack Welch opened his mouth wide and didn't close it for a long time: "Are you serious?"

Chen Geng did not deny it, but said, "What do you think?"

"It's hard, it's too hard," Jack Welch shook his head again and again, and said, "Sir, if nothing else, our Lexus can't compare to Cadillac in terms of brand history alone." ”

The history of Cadillac, the earliest can be traced back to 1902, so far it has been more than 100 years, when promoting, Cadillac can proudly claim to be a "century-old brand", but what about Lexus? So far, it has only been more than 10 years, and it is not difficult to make Lexus and Cadillac on a par with Cadillac!

Chen Geng nodded, the heritage is indeed Lexus's biggest flaw, he sighed: "I don't know that the lack of heritage is the biggest problem of Lexus, but Jack, we have to find a way to change the heritage of Lexus, just like Cadillac, the American automobile industry has developed for so many years, why only Cadillac and Lincoln have become recognized luxury brands, and those whose history is even earlier than Cadillac have not succeeded?"

Right now, a lot of people are still laughing at our Lexus for not having any heritage, and if we can push George Jr. to switch to our Lexus, Lexus will be able to claim to be the 'Grand Boss' in the future." ”

"That's a good idea, but it's really too difficult to actually operate," Jack Welch thought seriously for a while, but still shook his head with a wry smile: "Boss, Cadillac is the heart of General Motors, unless you are willing to risk an all-out war with General Motors, I really don't recommend you to do this." ”

Chen Geng was silent for a moment, and finally had to nod reluctantly: "What you said makes sense, the risk of doing so is indeed too great...... But Jack, what if we look at it from a different angle?"

"Hmm, a different angle?" Jack Welch was stunned: "What angle?"

"We can't get our hands on the 'presidential car', and if we do, we'll offend Cadillac and Lincoln to death, but what if we make the Lexus a 'secretary of state'?" Looking at Jack Welch with blazing eyes, Chen Geng asked, "What do you think?"

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