"Chinese capital combined with European technology creates a perfect industrial product!"

When the new generation XC60 won the 2012 European Car of the Year, some European media made the above summary.

In their view, Volvo can be revived, relying on European engineers, and the biggest contribution of the Chinese is to provide funds behind it.

"If PSA Peugeot Citroën had insisted on taking Volvo in the first place, they would now have been rewarded extraordinarily. Although the French resurrected the DS brand in 2010 in an effort to make it a luxury brand. But compared to the old aristocracy like Volvo, the DS does not see the light of day. Outside of France, it is estimated that no one knows the DS brand.

The Chinese won the bet and revitalized the Volvo brand. We are delighted that Europe will once again have the world's largest luxury car brand. ”

The XC60 was unanimous in its new family-oriented design language, and it was clear to industry insiders that it was only a matter of time before it expanded into the sedan segment, and that a revival of Volvo's entire range of models was just around the corner.

Taking advantage of the subprime mortgage crisis, the Chunghwa Group actually spent only $1.8 billion to acquire Volvo. As soon as the new XC60 came out, Volvo's valuation immediately soared 10 times, directly reaching around 20 billion US dollars. Based on the market value of Mercedes-Benz and BMW, which is now close to $60 billion, the valuation of direct competitor Volvo is ideal.

At present, in the European luxury mid-size SUV market, the XC60 has beaten the top three German X3, Q5 and GLK to become the first choice for consumers.

With the XC60, the market is looking forward to Volvo's other new models. According to the schedule, the all-new XC90 will be launched as a mid-to-large SUV in the fall of 2012, the all-new S60 sedan will be launched in the summer of 2013, and the S90 will also be launched in the winter, and in the spring of 2014, the XC40 and S40 will be mass-produced simultaneously, basically completing the product line upgrade.

As for the V model station wagon, it will be updated from time to time according to the progress of research and development, and the V90, V60 and V40 will also become Volvo's alternate team.

In order to revitalize Volvo, Han Hao will not only make a big move in product replacement, but also operate in the capital market.

According to Han Hao's plan, Volvo will start its independent IPO journey, be listed in Hong Kong and Sweden at the same time, and raise more R&D and operating funds, so as to form a self-hematopoietic circulation system.

The purchase of Volvo for 1.8 billion US dollars is equivalent to Zhonghua Group's 100% equity control of Volvo. Such an equity structure does not meet the listing requirements, and dilution of shares has become an inevitable move for Han Hao.

When the news of Volvo's stake to sell to the outside world came out, it immediately triggered a rush to buy, and many investors intended to subscribe at a relatively low point. But it is not easy to get started, because the threshold is very high, and ordinary investment funds cannot squeeze in.

Han Hao took out a 15% equity dilution, of which 5% was specifically provided to the Swedish investment fund for subscription.

Sweden is the home country of Volvo, and they know it best. Led by King Gustaf, Sweden's Second National Pension Fund has subscribed for a 4.5% stake in Cornerstone Investments at a valuation of $18 billion. The remaining 0.5% was won by the Swedish Royal Family Investment Fund. They paid a total of $900 million to get tickets to Volvo's IPO journey.

As for the remaining 10 percent, 5 percent was taken by China Corporation, the country's sovereign investment fund, known as the giant, which is the flagship of the national team. Less than four years after the subprime mortgage crisis, CIC has doubled its investment returns, indicating that it has successfully bought global assets. The other 2% was obtained by the social security fund, and the national team is also optimistic about Volvo to be the first to be shortlisted, and they have benefited a lot since they invested in Zhonghua Group.

As an old friend of Han Hao, Li Shufu of Geely Real Estate received 1% in his personal name, and the remaining 2% was covered by Hong Kong Cheung Kong Group and Hong Kong-funded funds. They will serve as the cornerstone of the Hong Kong stock IPO and play an exemplary role for retail investors in the future.

The sale of equity allowed Zhonghua Group to obtain an income of 2.7 billion US dollars, and directly recovered the cost of acquiring Volvo, which is enough to be shortlisted as a classic acquisition case of global business schools.

According to the recommendations of IPO sponsors Goldman Sachs and CICC, the second half of 2013 should be a good time for Volvo's IPO, because the launch of flagship models can make the market expect better. Considering that Han Hao insists on controlling Volvo, he can also transfer no less than 10% of the equity to subsequent strategic investors. According to the current momentum, the price of the next equity transfer should rise further.

With the continuous launch of new models and the smooth landing on the IPO market, it is believed that these two left-right combinations can give Volvo wings to take off.

Once Volvo successfully IPO, then the next step is for Land Rover Cars to go public again and continue to contribute to the growth of Zhonghua Group. From the perspective of time planning, 2015 should be the time point for Land Rover's IPO.

Whether it is Toyota, Volkswagen, General Motors, or Ford, there is no such complete product as Zhonghua Group, covering all travel fields.

To put it in an exaggerated way, Chung Wah Group has become a leader in the global automotive industry, with a complete range of vehicles. From passenger cars such as sedans, SUVs, and pickup trucks, to commercial vehicles such as buses, trucks, and engineering vehicles, Zhonghua Group has its own product line. At least in the current situation, the diversification of the automotive sector is still worth maintaining, and many models have contributed enough profits to Zhonghua Group.

Building cars for the rise of China is the development concept of Zhonghua Group, which naturally includes the goal of making consumers' lives better. In addition to making and selling cars, Han Hao also hopes that Zhonghua Group will lead the wave of safe travel and use technological progress to solve some old and difficult problems.

Every year, most of the fatalities caused by trucks and buses in China's traffic accidents are counted, and these accidents are a set of terrifying figures. According to statistics, in 2011, more than 80% of the country's major traffic accidents were caused by large and medium-sized buses and trucks. The number of accidents caused by trucks has exceeded 50,000, resulting in more than 25,000 deaths, especially truck drivers, who have become a high-risk industry in transportation, and accidents are either fatal or injured.

If the incidence of truck and bus traffic accidents can be reduced through technical means, this is a matter of great merit.

Compared with the traditional concept of big but not strong, many but not refined, due to the existence of a strong R&D institution such as China Automotive Research Institute, it can open up technical interaction internally, so that the group's diversified models can share the benefits of advanced technology.

For example, Chunghwa Group's latest trucks are equipped with a reversing camera system improved by car technology, which greatly improves the safety of the whole vehicle. In addition, in the field of buses, the latest version of the "Kunpeng" bus, in addition to the reversing camera, is also equipped with a blind spot monitoring automatic braking system, which eliminates the "bus killer" who cannot see pedestrians when starting or turning, which is an improvement brought about by technological progress. These two major technological innovations are the unique skills of Zhonghua Group, which are unique in the domestic market.

In addition, Han Hao is also ready to break the industry rules that domestic truck brands are not equipped with airbags. He has asked the China Automotive Research Institute to develop an airbag system that meets the national conditions for the structural layout of trucks and buses. For heavy trucks such as Mercedes-Benz and Volvo abroad, airbags are standard, and Han Hao hopes to be guided by Zhonghua Group to popularize them in the industry.

Why the joint venture brand can't beat the domestic brand in the field of commercial vehicles, and loses in the competition with Zhonghua Group, FAW and Dongfeng. Because Chinese consumers position it as a "money-making tool" and need to consider the return on investment, the cost performance ratio is particularly important.

For trucks with the same load capacity, Mercedes-Benz sells for 800,000 yuan, and Zhonghua Group only needs 360,000 yuan, so naturally consumers will choose domestic trucks that are half cheaper. Mercedes vans are better than Chunghwa Group, that's for sure, but is it worth paying more than double the price? The answer is again no.

Han Hao is confident that even if Zhonghua Group's products are equipped with many configurations for safe travel, the price is still very cost-effective, enough to continue to dominate the domestic market.

In the past, the purpose of building cars was to seize market share, but now that we have a share, we should consolidate and improve it, and continue to enhance our core competitiveness through technology research and development. In addition, in addition to making money, we must also consider social responsibility, use the status of a leading enterprise to promote safe travel, and subtly change the rules of the game.

In the past, four wheels and a steering wheel could run on the road, and consumers did not pay too much attention. However, with China's economic take-off, people want to travel more safely and comfortably. In short, in the past, people were poor and cheap, and people were worthless. Now that you have money in your pocket, life is expensive, and safety comes first.

In other words, the contradiction between the people's growing needs for a better life and the current unbalanced and inadequate development is prominent, and car companies must solve such problems if they want to win in the competition.

On this basis, China's economy has come to a critical point in consumption upgrading.

Han Hao can see such a judgment, and of course other car companies have already prepared.

The "Qoros" brand, which was jointly established by Chery Automobile and foreign quantum funds, and is known as the "Qoros" brand built after six years of grinding a sword, was finally officially launched on February 12, 2012.

Instead of taking place in China, the launch took place directly in Germany to underline its international brand identity. The first sedan "Qoros 3" was unveiled, and its wide and heavy design appearance was eye-catching. The on-site publicity and public relations draft also emphasized that Qoros is a new international brand, trying to clear its relationship with its own brand Chery Automobile.

In order to prove its strength and identity, Qoros 3 announced the collision results of E-NCAP: five stars!

Being awarded a five-star rating under the strict standards of European collisions proves that the Qoros 3 is indeed a good car in terms of safety. Judging from the list of well-known international parts suppliers announced by it, Qoros is a brand comparable to joint venture brands.

At the press conference, Qoros 3 did not take China's highest-selling Zhonghua "Qin" as its opponent, but took Volkswagen Sutar as the bidding object. You must know that the price range of Suteng landing is in the range of 15-200,000 yuan, so it seems that the price of Qoros 3 is not cheap.

Sure enough, the Qoros 3 is priced at 119,900-167,900 yuan, and a total of 6 models have been launched. Its pricing is completely close to the Volkswagen Sutar, and the landing price of the volume model exceeds 150,000 yuan, reflecting the great confidence of Qoros' management.

"Qoros is an independent brand built according to an international brand, rather than an international brand that can be packaged by wearing a foreign coat and gilding. Consumers' acceptance of new brands is limited, and you must know that it is now an online society, and everyone has a fiery eye.

In the context of the hot domestic SUV market, the first car sedan, as a pioneer, does not seem to consider the market demand.

Aside from Chery Automobile's re-establishment of the 4S store distribution network, especially the price is close to that of the joint venture brand, under the huge cost pressure, the Qoros brand will not pose much threat to us for the time being. ”

After reading the briefing on Qoros' listing, Han Hao expressed his opinion.

Visually, Chery Automobile wants to rely on the Qoros brand to turn around, which seems to be a luxury.