Throughout the development process of the Hongqi brand, it is actually a process of collapse of faith.

Starting from independence, with hammers and lathes, which are almost primitive processing methods for the automobile manufacturing industry, the first generation of industrialists created a small miracle belonging to China. Although the first generation of Hongqi cars is not perfect and has many defects, the spirit of looking at the world and seeing nothing, but we dare to fight and dare to do is the key to giving this brand its soul.

Later, when the red flag rose, the line of development was crooked. When you have money, you don't really look for the right way to make the brand go to the next level, but try to use monetary capital and political resources to take shortcuts and take the path of introducing foreign technology. He studied Germany and Japan again, and turned the pride of a nation into a mixed race of foreign bones and national skins.

From here, the soul of the brand collapsed. Gradually, this brand, which China was once proud of, has become a pit daunt that fools people again and again.

In fact, even Li Fanyu's acquisition of Hongqi was for the sake of feelings.

Beiqi shot the red flag, mainly to shake off the burden. Zhengxin's achievements in the Chinese auto market in recent years have made this kind of pure transaction possible.

In other words, this brand is actually a nowhere to put for Zhengxin Group, which already owns Audi, Volkswagen and X-car.

But the price of hundreds of millions is not expensive for Li Fanyu - for a collection.

But deep in Li Fanyu's heart, Li Fanyu still has expectations for this brand.

Every Chinese person, especially those who are familiar with China's industrial process, has a deep attachment to the red flag sign on the hood that separates the air flow and waives in the wind.

Even if you know in your heart that this red flag has fallen, it has become a shell that is impossible to replicate the vague memory of the red era.

"Dong Li?"

Seeing that Li Fanyu was stunned, Liu Miao from the operation department called softly.

"Oh. Li Fanyu came back to his senses, "What do you think about the brand of Hongqi?"

Hearing him say this, everyone was stunned.

Dare to ...... Your uncle bought this brand for hundreds of millions of dollars, and it was a political review and approval from all parties, and the trouble of slipping away for thirteen years was wasted, and this is not planned yet!?

The corners of Liu Miao's mouth twitched slightly, "That Li Dong...... The current problem for the Hongqi brand is how to position itself within our group. On the low-to-mid range, we already have Volkswagen. On the high-end models, we already have Audi. In terms of the two positioning of new energy and performance cars, our BMW and X-car have also made a name. This lineup of regular production car brands has formed a positioning point that covers all the development momentum of our Chinese market. Now that Hongqi's approval process has passed, if you want to build this brand, then it will inevitably have to overlap with our current positioning of a brand. According to the previous operation positioning of the Hongqi brand, it should be similar to our Audi. But in today's Chinese market, our Audi brand already accounts for half of the new sales of B, C and D class sedans. In such a situation, if you still adhere to the mid-to-high-end development route, it is undoubtedly your own fight with your own home. Our Audi has no strong rivals, and in the current situation of being a dominant company in the Chinese market, it is not good for us to get Hongqi out. But what is even more embarrassing is that the historical accumulation of the Hongqi brand makes the Chinese brand on this brand too heavy, and it is unlikely to go abroad and make an export brand to expand the use of the international market. So...... Our operations department also doesn't have a good idea to engage in such a brand that can't be done inside and outside. ”

Hearing Liu Miao's analysis, Li Fanyu nodded.

It is undeniable that Liu Miao's idea speaks to the actual situation of the Hongqi brand.

Inside, because of so many years of nonsense, the reputation of this brand has been completely destroyed. Outside, the Red Flag basically represents the initial era of the Republic's industry, and there is certainly not much market to be found abroad.

Dilemma, that's the status quo.

"What about the E-Class?"

Li Fanyu thought about it and asked.

There was a sound of cold air in the conference room.

E-class, that is, ultra-luxury. At present, there are only three or four brands in the world that make models of this level.

Rolls-Royce in the UK, Maybach in Germany, and Lincoln, which was acquired by the Europa League in '07.

Looking at these three brands, which are known as the "three diamonds of the world's famous cars", without exception, they are all brands with a history of 100 years or special use.

Needless to say, the Rolls-Royce is a special car for the British royal family. Needless to say, Maybach is a more luxurious brand made by Mercedes-Benz, which specializes in luxury cars. Lincoln is the worst of the three diamonds, but decades of U.S. presidential car, the precipitation of history is naturally not blown.

Compared with these brands, Hongqi's influence and historicity cannot stand up to scrutiny.

"Li Dong, in the next five to ten years, China's automobile consumption will be high-end, high-end cars....... which is also a way of development. ”

Just when everyone was shocked by Li Fanyu's thoughts, Huang Qi stood up and spoke.

A few days ago, at the summit forum on the innovation and wisdom of the world automobile media group - social and cultural trends of thought and luxury car brand positioning, the famous economist Li Kui said that in the next ten years, the price of China's automobile market will generally show a steady downward trend, but consumers' requirements for the quality of vehicles will be higher and higher, and the prospects of the luxury car market are promising.

According to the market research done by Audi, the total sales of luxury cars in China last year were about 1 million units. However, this only accounts for about 7% of the Chinese auto market, while luxury cars in mature markets in Europe and the United States account for about 30%.

This shows that there is still a lot of room for growth in the future of luxury cars in China, before we divided the luxury cars into A, B, C, D four segments from low to high, the survey shows that the current high-end luxury, high-end luxury cars, that is, C, D-class market is on a downward trend, but the entry luxury A-class and luxury SUVs are hot, and the entire luxury car range has changed.

Therefore, we have re-divided the luxury car segment into business leaders, brand backbones, technology leaders, image first, and smart and aggressive segments, with brand segments and technology segments accounting for the highest proportions, at 27% and 24%, respectively.

But according to another data, China's billionaire growth is growing at a rate of 10 percent a year. This part of the high-end consumer group, the demand for automobile consumption should also not be underestimated.

In this segment, we position it as a premium type, accounting for 7% of the total consumption of luxury cars.

However, even if the consumption window of this positioning level is narrow, the consumption power is incomparable to any other consumer group!"

Li Fanyu was a little confused when he heard it, "Huang Qi, what do you want to say?"

"I would like to say that if there is no Hongqi brand, we at Audi also intend to submit a plan to the group to launch a research and development application for a model exclusive to the top rich like Mercedes-Benz Maybach!"

Huang Qi smiled slightly and said.