The South Korea-Japan World Cup, which has attracted global attention, has finally opened, which is the first football feast held in Asia, and the Chinese team has successfully qualified for the tournament in a record.

Whenever the Chinese team participates in the competition, the country is empty, and every Chinese stays in front of the TV to cheer for the national team.

"China Group, build cars for the rise of China!"

Taking this opportunity, Zhonghua Group's advertising on CCTV also conveyed the new corporate concept to the hearts of every consumer, as an oath for the company to start again.

As one of the main sponsors of the Football Association, Han Hao got the opportunity to go to South Korea to watch the game, but unfortunately the Chinese team did not score a goal and lost all three games in the group stage and went home early.

However, in South Korea, Han Hao found that the cars running on the road were all Korean domestic brand cars, especially Hyundai and Kia brands. After communicating with local tour guides, I learned that Koreans are proud to buy Korean cars, and even foreign brand cars with low tariffs are difficult to move in Korea. A global hegemon like General Motors also has to sell the Daewoo brand in South Korea.

In Japan, the streets and alleys are all Japanese cars, which is very common in the United States and European countries, and domestic brands can occupy the mainstream in their own countries.

However, on the roads of China, there are all kinds of cars from all over the world, and the world's top ten brands can be seen on the road and become the mainstream of the market. On the other hand, China's own brand sedans may not be seen for a long time.

"People who smoke Chinese cigarettes don't drive (ride) Chinese cars!"

This sentence sounds harsh, but it is a living reality. Chinese are patriotic, but they do not love Chinese cars.

When asked by a Korean tour guide whether all the cars running on Chinese roads were Chinese self-owned brand cars, Han Hao was speechless for a while.

In addition to the World Cup champion Brazil, one big winner is Hyundai-Kia Motors, the exclusive car sponsor of the event. They successfully promoted the two major Korean brands Hyundai and Kia to the world through football, and Korean cars were no longer regional brands, but suddenly became one of the world's biggest brands.

In North America, Europe, and Asia, Hyundai-Kia car sales are rising at a visible rate, and Korean cars have shaken off the label of low quality and low price, and have begun to develop into high-quality cars.

In China, Shouqi Hyundai's Sonata sold like crazy, and its precise positioning was unrivaled in the 200,000 mid-level car market, and the factory soon could not meet the market demand in three shifts, and Korean cars began to be comparable to Japanese cars.

"I have to admit that I really underestimated the ability of the Koreans! In the fierce encirclement and suppression of the automobile companies of Europe, the United States and Japan, we have just fought our way to become a new automobile powerhouse! The process reliability of Korean cars is not the same as in the past, and they will be our most important opponents!"

Han Hao said after looking at the current situation of Hyundai-Kia cars.

The Chunghwa Group dismantled the Sonata and found that its workmanship was already extraordinary, comparable to Japanese cars, and another neighboring country quietly became a giant in the automotive industry.

Chery's rapid development has finally attracted the attention of SAIC, which now only has a joint venture brand and has nothing to do with its own brand. Therefore, SAIC began to want to control Chery Automobile, and the primary goal was to increase its stake in Chery and turn the Chery brand into the real SAIC Chery.

At the beginning, Chery transferred 20% of the shares to SAIC for free, in exchange for the name of the car catalog. SAIC Group picked and chose four of them, and put forward the principle of four regardless of the four, but did not expect Chery's annual sales to increase year by year in units of 10,000 units, so that SAIC had to make a 180-degree turn to personally negotiate with Chery for further cooperation.

"At 50:50, we will invest a huge amount of money in Chery Automobile, and at the same time work closely together in technical cooperation to jointly build SAIC Chery, a Chinese brand! At the national level, the central government supports us to reorganize and unite with local automobile companies to jointly build a new automotive flagship. ”

A representative sent by SAIC said to Chery.

They want to control Chery and truly incorporate Chery into the SAIC Group, no longer a party of separatism.

"We at Chery now have our own development plan, and we don't need financial and technical support from SAIC. There is no need to talk about the share expansion, we are developing very well independently. ”

Through Fengyun a car, Chery sold more than 50,000 units last year, with a profit of nearly 1 billion. This gave Chery confidence, especially the provincial government's full support for the development of Chery Automobile, and Chery did not agree to the requirements put forward by SAIC.

In addition to funds, SAIC has not been able to come up with anything decent in terms of technology, and the joint venture with Volkswagen has not benefited for many years, and GM has also not gained anything here.

After several negotiations, Chery did not agree, and SAIC had no choice but to go home.

"At the beginning, we were raised by our stepmother, and we just said that we didn't raise it and threw it aside, but now when we see our goodness, we come to pretend to want to rob us of our fruits! How can there be such a good thing in the world, let SAIC make it?"

Chery has a lot of opinions about SAIC.

"If we hadn't relented at the beginning and let you get started, maybe Chery Automobile would still still be a black family that couldn't go on the road? Later, it was found that Fengyun car parts were sued by Volkswagen for infringing intellectual property rights, and it wasn't for our SAIC Motor to help coordinate the major incident. Now that my wings are stiff, I want to fly solo, how can it be so simple!"

SAIC also complained that Chery wanted to fly solo after using SAIC, which was not crossing the river and demolishing the bridge.

One side said that the other party wanted to grab the fruit without righteousness, and the other side said that the other party would cross the river and tear down the bridge when it ran out, which shows that the two sides have deep contradictions.

Knowing that the domestic automobile market will usher in a major adjustment next year, Han Hao knows that Zhonghua Group must accelerate the pace of development. Now it is more difficult to rely on independent forces to develop new models, and the C3 project, as the third generation of the new Chinese "Qin" with independent property rights, will take at least 2-3 years to do it.

According to the current trend of the domestic automobile market, Zhonghua Group cannot afford such a long waiting period, and must come up with its own fist products as soon as possible.

Since he lacks strength, he can only borrow troops from the outside, who are he looking for?

Thanks to economic globalization, under the recommendation of engine partner AVL, an auto parts giant called Magna entered Han Hao's eyes.

In addition to selling auto parts, Magna also provides customers with vehicle system engineering design, development and final assembly, and the famous Mercedes-Benz G off-road vehicle is Magna to help Mercedes-Benz OEM production.

At present, the models of Zhonghua Group are basically imitating foreign cars, but this time the development of the C3 Han Hao intends to start from scratch forward research and development, which is a big challenge for the inexperienced China Automotive Research Institute.

In order to speed up this process, Han Hao enlisted Magna's help and spent a huge amount of money to get Magna involved in the whole process to guide the design team of Zhonghua Group to develop a new generation of C3.

The chassis will be the current second-generation Chinese "Qin" as a template, in fact, the chassis of the ninth generation of Corolla will be further improved, and the power will continue to use the mature combination of the existing Pangu + Shenzhou 5MT, as for the appearance will be "water drop ripples" and jade Ruyi shape as the design language to create a compact car with Chinese characteristics.

After listening to the requirements of the Chinese side, Magna believes that it is not a problem, and the main three parts have a foundation and do not need to be redeveloped, as long as the design and development of the C3 can be completed in accordance with the standardized car development process.

For $30 million, Magna will send a team to Jiangzhou to complete the development of C3 within 18 months with Zhonghua Group engineers.

Other Chinese automakers have approached Magna for offers to develop complete vehicles, only to be scared away by tens of millions of dollars.

When the Zhonghua Group came to the door, Magna also thought that the Chinese were just a routine quotation and could not afford such a high consulting and design fee.

But Han Hao nodded and agreed, it was not a problem for the wealthy Zhonghua Group to come up with 30 million US dollars, he knew that this money would be earned back in the market sooner or later.