Throughout early December, the heat of Huaxia's automobile industry was basically occupied by Nanshan Group.

Especially Nanshan battery, this time it can be regarded as completely entering the public's field of vision, and it can be regarded as out of the circle.

However, the more volatile the market, the more news tends to come out.

Just when everyone thought that 2009 was going to pass like this, on December 22, Didu Automobile Group officially announced a big news.

This has attracted the attention of everyone in the automotive industry in China.

Mi Ying naturally reported to Cao Yang as soon as possible.

"Mr. Cao, according to the news last night, Imperial Capital Automobile Group has completed the acquisition of the relevant intellectual property rights of Saab Motors of Sweden, including the current Saab 9-5, 9-3 and other three vehicle platforms and two series of turbocharged engines, gearboxes of technical ownership and part of the production and manufacturing molds."

"As the pioneer of turbocharged engines, Saab has always occupied a supreme position in the hearts of foreign car fans, and Saab's technology has been recognized by consumers for power technology."

"I feel that this acquisition of Imperial Capital Automobile Group is to completely form its own powertrain technology and model platform."

"In the future, it is likely that they will no longer be able to purchase engines and transmissions from our group."

When reporting to Cao Yang, Mi Ying naturally focused on the impact of this incident on Nanshan Group.

Instead of simply explaining it to Cao Yang as an interesting thing.

Nanshan Group is now the largest auto parts supplier in China, and almost all OEMs are using some parts produced by Nanshan Group to a greater or lesser extent.

Among them, each independent brand purchases a large number of Nanshan engine and Nanshan gearbox products.

Didu Automobile Group is no exception.

Some of their own brand cars, as well as some engines and gearboxes, are also purchased from Nanshan Group.

Now it has acquired several models and technologies of Saab, although it has not completed the overall acquisition, but for the Imperial Capital Automobile Group, this is enough.

After all, the popularity of Saab as a car brand in China is very low, and the value of buying it back does not seem to be very high.

It's better to buy back other people's technology, and then launch its own brand belonging to Didu Automobile Group based on this technology.

This aspect of work has been discussed within the Imperial Capital Automobile Group for a long time.

"The heritage of the Imperial Capital Automobile Group is not much lower than that of the Spring City Automobile Group."

"They are even the owners of the first joint venture car company in China, earlier than the magic capital Volkswagen."

"However, I haven't made any achievements over the years, and I don't think there will be much success in the future."

"The Saab brand was originally acquired by General Motors at the beginning, and it has not been fully integrated into GM's system since then."

"Now it has been dismantled by General Motors and divided into several parts and sold separately, and the value is even lower."

"Didu Automobile spent more than 200 million US dollars to acquire such a chicken product, it is better to spend money to introduce engine and transmission technology from us, and even the model platform."

"This kind of behavior of buying and buying at every turn, although it has allowed countries to see the charm of Chinese tyrants, but the possibility of indigestion in the end is very high."

Even in later generations, few people knew about the car brand Saab.

Not to mention that ordinary consumers don't understand, even people in the automotive industry are unfamiliar with it.

The news of the acquisition of Saab by Imperial Capital Automobile is also a play on words to a certain extent, making everyone think that this is the same acquisition as Xingchen Automobile's acquisition of Jaguar Land Rover and Geely Automobile's acquisition of Volvo Cars.

Actually, it's not like that at all.

Saab's popularity in China cannot be compared with Jaguar Land Rover and Volvo.

This is true even when viewed from the rest of the world.

"That's right, our engine technology and gearbox technology are not unsellable, and Great Wall Motor's 1.5T engine uses our technology."

"It's a pity that some companies always feel that the technology of the acquired foreign companies is better than that of domestic companies."

"In fact, Saab's engine and transmission technology is outdated, and it is not a match for Nanshan engine and Nanshan transmission at all."

Mi Ying said confidently.

Even Ford, GM, and even BMW are using Nanshan gearbox products, and its advanced nature is beyond doubt.

After so many years of publicity, the employees of Nanshan Group are full of confidence in their own company's products.

It can be said that the brand value of the "Nanshan" brand has risen a lot invisibly over the years.

However, not everyone in China's automotive industry agrees with this view.

For example, Great Wall Motors, which is close to the imperial capital, is more sensitive to the acquisition of imperial automobiles.

"Mr. Wang, according to the information released by our Imperial Capital Automobile Group in the past, their own brands are also mainly in pickup trucks and SUV models, this time after the acquisition of Saab's three model platforms, although they will also begin to enter the sedan, but their cars are estimated to be difficult to develop, and in the end it is possible to make pickup trucks and SUV models better."

"In this way, it will be our most direct competitor to Great Wall Motors."

In the same area, companies with similar positioning will obviously be more competitive.

Imperial Capital Automobile and Great Wall Motors are definitely the same large region.

No wonder Lian Furong was more worried after hearing that Imperial Capital Automobile had acquired Saab's technology.

Car companies in the north often sell well in the north.

The market is so big, and the competitors become stronger, and the threat to themselves naturally increases.

"The internal system of the imperial capital automobile is relatively rigid, although it has cost a lot of money to obtain the technology of several models of Saab, but it is difficult to say whether it will be indigestion in the end."

"And Saab's engine and gearbox are not necessarily better than the technology of Nanshan Group used by various independent brands."

"Maybe the Imperial Capital Automobile Group will spend a lot of money by then, but things are not as good as ours."

Although Wang Ying can also feel the threat brought to him by the Imperial Capital Automobile Group, he is still stable.

After all, it will take time for Imperial Capital Automobile Group to really pose a threat to Great Wall Motors.

And Great Wall Motors will not stand still and wait for everyone to catch up behind.

For Great Wall Motors, surpassing Chery Automobile is the main goal now.

"Having said that, today's consumers often feel that foreign technology is better than domestic technology."

"Saab is a European car company, their chassis and power have always been relatively good, and even they are the first car company to launch a turbocharged engine."

"In this case, if it is properly guided, it is very beneficial to the sales of the car."

As the head of the sales department, Lian Furong has a good grasp of the mentality of consumers.

What everyone cares about, what is spent in vain, he is relatively clear.

Great Wall Motors has been able to develop rapidly in recent years, and he also has some credit.

"Let's take a look at the situation first, I think the Imperial Capital Automobile Group may be self-defeating this time and a waste of money."

Wang Ying said this, but Lian Furong didn't bother anymore.

However, he arranged for someone to keep an eye on the dynamics of the Imperial Capital Automobile Group.

Everyone is staring at the actions of the Imperial Capital Automobile Group, and there must be some movement within the initiator.

"Dong Xu, now that the group's acquisition of Saab is still hot, I think I can take this opportunity to announce the name of our own brand model as soon as possible."

"This way we can quickly let consumers know about our brand."

Within the Imperial Capital Automobile Group, General Manager Ma Guojian is reporting to Chairman Xu He.

Over the years, Imperial Capital Automobile Group has rarely become the focus of attention in the industry.

It's a wonderful feeling.

Ma Guojian is eager to make further achievements on this basis.

In this regard, Xu He naturally supports it.

"Old Ma, you want to go with me."

"I have already thought about it, based on the Saab platform, to create an independent brand belonging to the Imperial Capital Automobile Group, and even I have already thought of the name, which is called Imperial Shenbao."

"When the time comes, when our Shenbao brand is promoted, it will directly benchmark Mercedes-Benz, so that everyone knows that independent brands can also do a good job."

Xu He still has very high expectations for the independent brand of Didu Automobile.

Saab Motors was born out of an aircraft manufacturing company, and the power configuration of the car designed by Saab is very good.

Saab not only combines Scania's car manufacturing technology, but also integrates Swedish aircraft manufacturing technology and experience, which is why it is positioned relatively high-end.

In the process of acquiring Saab, Xu He also made an in-depth understanding of the history of the brand.

In addition, the joint venture between Didu Automobile and Mercedes-Benz Automobile established Didu Benz, Xu He hopes that his own brand will take the mid-to-high-end route.

I use high-end brands to produce mid-to-high-end models, and directly let everyone know that Shenbao is designed towards the level of Mercedes-Benz, but the price is much cheaper than Mercedes-Benz.

Xu He feels that such an independent brand can definitely win the favor of the market.

"Imperial Capital Gentleman?"

Ma Guojian's eyes lit up, he didn't expect Xu He to think so far.

"Dong Xu, what other special meaning does this name have?"

This question opened Xu He's desire to speak at once.

He had been thinking about the name for a long time, but it combined a lot of allusions and meanings, and now it was just the right time to show it well.

"Squire, belt also. In the past, people tied their waists with large belts and hung down the rest of them as ornaments, as a sign of respect and self-discipline. In modern times, it is extended to refer to those who pay attention to etiquette externally and have refined taste internally, such as gentlemen. They are modest on the outside, strong on the inside, have ideas, and attach importance to practice, and they are the stable force of social progress in every era. ”

"Treasure is the name of people or things that people cherish and cherish, reflecting the importance that people attach to these people or things. Treasure is precious, precious, and worth cherishing. ”

"Shenbao is the 'treasure of the gentleman', and the name of the Shenbao brand not only combines the connotation of traditional Chinese culture, but also integrates the essence of modern Western thought."

"This combination of Chinese and Western cultures is the best example of Didu Automobile adhering to the value concept of 'persisting in making good cars', inheriting Nordic advanced technology, and building a leading brand of independent automobiles in China."

"For those modern gentlemen who work seriously, respect others, and have connotation and taste: Senova provides them with high-performance cars worthy of their cherishment at different stages of life achievement, which is not only an affirmation of their hard work, but also provides them with the motivation to continue to forge ahead."

Xu He's words made Ma Guojian's goosebumps rise.

To be the general manager of Didu Automobile, Ma Guojian's level is actually not bad at all.

He actually knew that the word "Shenbao" was actually a translation of the first introduction of "SAAB" in the port city.

In the early 90s, when it was introduced into China, it was on a par with Mercedes-Benz, BMW and other high-end cars, and the outstanding performance of its products won it the praise of "the king of front-wheel drive".

Saab has pioneered a number of precedents in the history of automotive technology, such as "the first application of aviation turbocharged engine technology to a civilian vehicle", "rear-wheel follow-up steering system", and "reindeer antler safety body", and its persistent pursuit of technology and safety has made it a Swiss royal car.

However, in the face of the leader's desire to perform, he must selectively treat it as if he does not know.

Anyway, the name "Shenbao" is indeed not a few Chinese people have an impression before this.

Not many people have heard of it, even if you are a professional in the automotive industry.

Now that Xu He has given it a special meaning, it should be regarded as Xu He's interpretation of the most authoritative.

"Xu Dong, this name is really good."

"The success of Xingchen Automobile has proved that Huaxia can also have its own luxury car brand."

"Our Shenbao Automobile can become an independent luxury brand with the same name as Xingchen Automobile in the future, and it will definitely make everyone's eyes shine when the time comes."

Although Ma Guojian knows that it is very difficult to achieve this goal, it seems that it is not very difficult to think that Didu Automobile Group already has the technology of Saab's three model platforms, and it is not very difficult to change it on this basis and launch its own new models.

Backed by the luxury brand of Saab, as long as the marketing is good, it seems that it is not impossible to catch up with XBBA in domestic sales?

"Shenbao's target group is positioned as 'rational and enterprising social backbone'."

"They rely on their professionalism and strength to struggle, work hard for career success and family happiness, and make money and spend money seriously, which is the driving force for social progress and urban development."

"The high-performance car is a help in their enterprising journey, an affirmation of their down-to-earth and persistent spirit, and they deserve a high-performance car!"

"Lao Ma, I named the mid-to-high-end brand after 'Shenbao', which is not only 'inherited', but also the best explanation of Royal Automobile's acquisition of Saab's core intellectual property rights, and also the best interpretation of Didu Automobile's persistent pursuit of Saab's concept of technology, performance and safety."

"I hope that you will personally follow up on the new models of the Senova brand, so that our new products will become comparable to the Mercedes-Benz E series, and create a market that belongs to us."

As soon as Xu He said this, Ma Guojian's pressure suddenly increased.

Shenbao's first car is really going to PK with Mercedes-Benz E-class?

Isn't that hard for yourself?

However, he could only take on this task head-on.

What else can you do?

At the same time, the marketing plan of Didu Automobile has also begun to be promoted.

"Mr. Cao, I heard that this time Didu Automobile took out a special publicity fee of 100 million yuan, in order to publicize the acquisition of Saab by Didu Automobile Group and the establishment of a new Shenbao brand."

"They've even partnered with some websites to launch features to track and report on the matter."

"According to the advertorial they provided, the picture of Imperial Capital Automobile this time is not small."

Yu Yu cleverly found a good opportunity to report to Cao Yang in person.

As a subordinate, if you can't often show your face in front of the leader, then it will be more difficult to get promoted and raised.

This truth is naturally very clear to Yu Yu.

So she is constantly creating opportunities for herself to appear in Cao Yang's office to report information.

"The performance of Saab Automobile is indeed better, after all, it is an enterprise from an aircraft company, and it has an extraordinary pursuit of performance."

"However, in the whole of China, few consumers now really recognize Saab as a brand that can be compared with Mercedes-Benz and BMW."

"In the eyes of most people, Saab is at most at the same level as Volkswagen, Peugeot and Citroen, or even inferior to these brands, and can only be compared with the lower levels of Skoda and Chevrolet."

"Imperial Capital Automobile forcibly wants everyone to accept Saab's luxury car attributes, and it is probably not so easy for Shenbao to smoothly inherit the positioning of luxury cars."

When Mi Ying reported to Cao Yang that Imperial Capital Automobile Group had acquired part of Saab's technology, Cao Yang expressed his disapproval of the acquisition.

Now discussing this topic with Yu Yu, the basic position will naturally not change.

Branding is not so easy to shape.

Xingchen Automobile can have today's results, which is the result of Cao Yang's continuous efforts.

From the power system to the exterior design, to the marketing measures, with all-round efforts, we have achieved the current results.

Your Imperial Capital Automobile Group simply acquired part of Saab's patented technology, and didn't even buy back the right to use the Saab brand, thinking that creating a "Shenbao" brand on this basis can make everyone recognize that it is a luxury brand, isn't that a dream?

There is a high probability that in the eyes of most consumers, "Shenbao" will be a brand similar to Chery, Geely, Trumpchi, etc.

It's even worse, after all, it was established relatively late.

Luxury brand, it's really not that you think it's luxurious.

"That's true, if it weren't for the acquisition of Saab by Didu Automobile, I went to learn about the history of Saab, and I really didn't have a deep impression of this brand, let alone think that it is a luxury brand."

"This time, Imperial Capital Automobile continues to let everyone post soft articles, and it is estimated that it can only play a role in enhancing Saab's popularity, and it is estimated that it is still very difficult for everyone to recognize Shenbao."

As the general manager of Autohome, he must not have a good impression of a company that wants to challenge the status of Xingchen Automobile in China.

Of course, in the face of the advertisements submitted by the imperial capital, Yu Yu must have accepted them.

After all, hate is hate, and earning money is earning money, these are two different things.

In the adult world, there is often no absolute black and white.

The world is colorful.

"Don't worry about the imperial capital car first, whether it's Saab or Shenbao, that's it."

"On the contrary, I am a little worried that this time the actions of the Imperial Capital Automobile Group will stimulate other car companies, so that more car companies will take the hard-earned money in China to go overseas to 'buy, buy, buy', which is a bit regrettable."

Although Cao Yang himself has done the thing of "buying, buying, buying", the companies bought by Nanshan Group and some other companies are not at the same level at all.

It's not Caoyang's double standard, in the next few years, many domestic companies have really suffered a lot of losses in the process of "buying, buying, buying".

"According to the "Automobile Industry Adjustment and Revitalization Plan", the state guides and supports domestic advantageous automobile enterprise groups to participate in international competition and cooperation in accordance with international rules and relevant laws, and improve independent research and development capabilities."

"Didu Automobile Group promotes the acquisition of Saab technology, and takes this opportunity to realize the international synchronization of the research and development of its own brand passenger car products, and reach the leading level in China."

"It's probably hard to refute that."

Yu Yu can understand Cao Yang's worries.

Some laws and regulations at home and abroad are different, and the things that need to be considered when facing acquisitions are also quite different.

However, many companies do not have experience in this area, but they are waving banknotes everywhere to "buy, buy, buy", in addition to making countries feel that Chinese people are "stupid people with a lot of money", there is really no real gain.

Sometimes, there are technologies that you can't just buy with money.

You need to accumulate step by step, and after you have your own foundation, you can have a stage for further play of what you have acquired.

Otherwise, the likelihood of indigestion is very high.

"More than ten years ago, Saab's technology was not bad, but in the past ten years, it has been poorly managed and not innovative. Although many technologies are mature, they are relatively backward, and there is still a relatively large gap compared with Ford, Volkswagen, Mercedes-Benz and BMW. ”

"Whether Didu Automobile can really take this opportunity to achieve product research and development with international synchronization and reach the domestic leading level, that is still two words."

Cao Yang, who is not optimistic about the acquisition of Didu Automobile at all, is really not a lot.

If this remark appears on the Internet, it will definitely be sprayed.

After all, today's Chinese consumers are still very willing to see domestic car companies acquire some brands or technologies from the international market.

In that way, it seems that the development of China's automobile industry is also very good.

Of course, no matter what Cao Yang thinks, the actions of the Imperial Capital Automobile Group will not stop.

And Nanshan Group's own actions will naturally not stop.

Soon, a new news will replace the news of Didu Automobile's acquisition of Saab and become a new hot spot in the automotive industry.

(End of chapter)