Chapter Seventy-Nine: It's Not Selling Commodities but Selling Culture
Volkswagen is not yet the private property of the Hoffmann family, so Yannick is not focusing all his energy on short-term development, but on long-term development.
The better the development and the stronger the public now, the greater the cost of redeeming those shares from the British.
That's why Yannick wants Zhou Nan to set up his own design studio, so Zhou Nan is now interested in investing in Ferrari privately, rather than having to be joined by the public.
Enzo, on the other hand, was clearly more interested in Zhou Nan's private capital injection, as Zhou Nan was not a businessman. His main focus was on politics and creation, but he was able to use the resources of the public, so he chose Zhou Nan to inject capital, which was more conducive to his control of the factory than the large factory of Volkswagen.
Enzo invited Zhou Nan back to his office to consult with Zhou Nan about the next steps. Leon, on the other hand, and Popler tried out the Ferrari in the factory.
In terms of investment, Zhou Nan did not give him a clear amount, only promised that the higher the proportion of his investment, the more favorable the conditions would be.
Because Ferrari's fixed assets are pitifully small, Zhou Nan only needs to spend 200,000 US dollars to buy all the plants, materials, and even their technology.
Valuation of their engine technology, valuation of the championship value of the car, including the evaluation of Enzo's design ability, all need to be carried out by professionals.
Even if he is not a businessman, Zhou Nan understands that business investment is never a matter of opening his mouth to give a little money and directly asking for how many shares.
It's too much, and Enzo definitely won't do it. If you want less, you will only make yourself look a layman and make people laugh in your heart. Since it is a business, all procedures must be carried out in accordance with commercial procedures.
However, Zhou Nan took out a drawn drawing, which immediately made Enzo a little impatient to sign a contract with Zhou Nan immediately.
Because he took out the outline drawings of the 250GT model launched by Ferrari ten years later, among all the cars, Zhou Nan was the most familiar with almost all the models of Ferrari, because he liked it, so he had studied it carefully.
Like Mercedes-Benz and BMW, including his former Audi A6, he is more familiar with the models after the 80s, and he does not know what models came out between the 50s and 70s.
The Ferrari 250GT is the flagship product of Ferrari's rise to prominence, and it is also one of Ferrari's best-selling models. Not only does this car run on the track, but it is also the most popular road car.
Before this car, a Ferrari had cost less than three thousand dollars, which was cheaper than many American cars. But from this car onwards, Ferrari was truly accessible to all, and the more professional models were developed in the future, the more expensive they became.
In addition to this design drawing, Zhou Nan also took out a design drawing of a scooter and handed it to Enzo. "Do you think the design of this motorcycle is okay?"
Last year, Piaggio launched the world's first scooter, which was well received by the ladies.
However, in this era, people are poor and white, and most of the motorcycles are bought to carry goods and be a tool car, so the sales of scooters are not large.
The main reason why he designed this scooter was because of the influence of "Roman Holiday" played by Audrey.
Before the Roman holidays, Piaggio's wasp sold only a few hundred units a month. But when "Roman Holiday" was released, in just a few years, the global sales of this motorcycle reached 5 million, creating the best advertising effect in the history of world cinema.
Regardless of whether he will shoot "Roman Holiday" in the future, Zhou Nan is ready to sandwich this bridge into Audrey's new movies in the future, such as filming "The Princess Diaries", Zhou Nan can also join Audrey Before becoming a princess, her dream was to have a motorcycle, and it would be more convenient to go to school.
After becoming a princess, she bought a motorcycle, and made a lot of jokes about it.
He wanted to see if this kind of promotion would have been successful without "Roman Holiday".
The scooter designed by Zhou Nan is also retro, similar to Piaggio's model, but it has the shadow of later generations, which is more streamlined and good-looking.
Enzo frowned, looked at the model designed by Zhou Nan and said: "Ferrari has never thought about the development of the motorcycle industry, which will reduce the brand effect of Ferrari. ”
Zhou Nan nodded and said, "Then what do you think the brand is?" What's the first thing that comes to mind when someone mentions Ferrari? ”
He affirms: "High-performance racing cars!" ”
Zhou Nan asked, "Why not a culture?" A trendsetting culture. We at Ferrari don't sell cars, we sell culture! ”
He paused for a while, looked at the 250GT drawn by Zhou Nan and groaned. Zhou Nan continued: "You should know that I have also invested in a fashion company, and in my plan, I will associate fashion with Ferrari to create a car that not only has better performance, but also the best driving experience, we have the most fashionable shape, the most exquisite workmanship, the best performance, and Ferrari will become a culture that everyone pursues at that time." ”
"However, most ordinary people can't afford to buy a Ferrari like this, because such a Ferrari will be a luxury product that combines luxury, style, performance and all in one. At this point, motorcycles become a great filler to compensate for those who can't afford a car, which is also part of Ferrari's culture. ”
Enzo asked, somewhat curiously, "So why not promote this culture among the masses?" Oh, I see, Volkswagen is about making cars that everyone can afford, and the positioning is different. ”
Zhou Nan looked at his face that looked like a mafia boss and asked, "Do you have the courage to fight with me?" ”
He thought about it for a moment and said, "Although your statement is very attractive, there is one thing I need to ask clearly. Why me? You have the money, the fame, and the support of the masses, and you can do it all yourself. And I don't have anything but this small factory, so I don't think I'll be able to occupy a stable position in this company. ”
Zhou Nan knew his concerns, this was a very tempting plan, but Enzo had too few chips to come up with, and he was afraid that he would be swallowed by Zhou Nan in the end, and even the Ferrari would not belong to him.
Zhou Nan said with a smile: "I have never been a businessman, I need a professional with strict requirements for quality and a burning passion for the dream to realize this dream together." Before you, I was thinking about the Porscher family, but their fame was too great, and their thinking was outdated. What's more, the Porsche brand is now related to agricultural machinery, and the influence of this brand is difficult to erase. Another reason is that their family is too big, the old Bolscher is too old, and you are young, and our cooperation will not change for at least a few decades. ”
Enzo was a very controlling man, and in another life, although he sold 50% of his shares, the Fiat people had no control. Even if Ferrari declined under his control, he refused to relinquish control.
It was not until his death in '88 that his son sold the other 40 percent to Fiat in the same year, and his family retained only 10 percent.
Of course, Ferrari, which had received a lot of money, was back to glory, so it was impossible to say whether the shares were sold well or badly.
Enzo nodded and asked, "So, what's your bottom line?" ”
Zhou Nan said with a smile: "I have never been a businessman, so I don't like to negotiate in the way of a businessman. Well, let's just write down our bottom line, and then we can talk about it. ”
He nodded, and Etinny, who was on the side, immediately took out two pens and handed them to the two men.
Enzo wrote 50 to 50 directly on the paper, and then saw Zhou Nan writing a lot of things on the paper in front of him.
The two exchanged notes, and Enzo wanted to object at first when he saw what Zhou Nan had written, eighty to twenty percent, but what was behind attracted him.
In terms of shares, Zhou Nan's requirement is 80 percent, but in terms of voting rights, Zhou Nan's requirement is 20 percent. It is also noted that this contract has sole exclusivity until Enzo's death.
Giving up 80% of the shares, of course, will get more money, and at the same time you have 80% of the voting rights, that is, the company is completely in charge.
It has the sole right of exclusivity, that is, as long as it does not change its mind after being registered with the government department, the legal efficiency of any later signed contract will not exceed this contract.
However, he still hesitated a little when he gave up 80 percent of his shares at once.
Zhou Nan hooked his finger with Etinny, and Etinny picked up one of Zhou Nan's file boxes and handed it to him. Zhou Nan opened the file box, took out a few more sketches and said, "I can show you some of my plans for the future development of Ferrari." ”
Among them are the Testarosa models that Ferrari regained international recognition, the 355 models, the F40, the F50 models, and the 360 Modena models, as well as the Enzo Ferrari, the California model, the 458, the 612 and other models, almost all of Ferrari's best-selling models since then.
However, without waiting for Enzo Ferrari to see clearly, Zhou Nan took it back. "In my plan, Ferrari will become the most unique car manufacturer in the world, and we will always lead the world trend and make Ferrari a culture that cannot be surpassed."
Although it was only a glimpse, Enzo was completely shocked, as if he felt that his decades of experience were a complete joke, and he did not expect that a car could be designed like that, it was not a car, but a work of art.
After a long time, he said with difficulty: "Eighty percent is a bit too high, at most seventy percent." ”
Zhou Nan said with a smile: "I have never liked to be like a businessman, since you have made a decision, I will respect your decision." When the contract is signed, I will show you a grand development plan. ”