Aston Martin is a super luxury car brand, but it has experienced seven bankruptcies in a century of history, with a net profit loss of up to 189 million pounds last year. Geely suddenly announced the acquisition of 7.6% of its shares, which obviously poses a risk of losing money.
It is understood that Geely has requested Aston Martin for many previous requests to invest, but has been rejected, which is quite like the scene of becoming rich and pursuing down-and-out nobles. In fact, in business, its persistent investment in business is related to its development strategy, and on the other hand, it is mainly to increase Geely's brand premium.
Li Shufu has always been known as the "car madman". He called the car "four wheels plus a sofa". Geely Auto has the title of "acquisition king", investing in multiple automobile parent companies, and even swallowing the entire Volvo bridge car business. In its growth and growth process, mergers and acquisitions and equity investment are common methods.
With the help of Volvo's car manufacturing technology and brand potential, Geely Auto's later vehicle texture and brand level have improved a lot. Geely's strong connection with Volvo is equivalent to Volvo opening beauty filters for Geely, making ordinary consumers more recognize the Geely brand.
In the past, China was a world factory, providing various industrial products with high quality and low price to all countries. There were almost no brands, and there were no world brands with high premiums. A luxury item in France was worth a truckload of goods. Nowadays, we can see that brands such as mobile phones and cars are all working hard to reach the high-end and strive to increase premiums.
Geely began to impact the high-end market very early on, and launched the mid-to-high-end brand " Lynk & Co ", but in the field of luxury cars, domestic manufacturers are almost blank. From the acquisition of Volvo and the acquisition of Mercedes-Benz parent company Daimler , it can be seen that Geely has the ambition to build luxury cars. Now that we have invested in Aston Martin again, we have even more determination.
Regardless of whether Geely can save Aston Martin in the end, investing in the brand is undoubtedly a great benefit for Geely, and it can further enhance Geely's sense of brand elegance and consumer value. Because of the strong social attributes of cars, people who buy cars are very fond of the brand and think of others.
From Geely's series of buying and buying, it can be seen that it is a completely different strategy of holding high and fighting. Compared with the BYD , which is popular this year, the strategy is completely different. Any automobile powerhouse has several automobile brands, and they meet at their peak according to their respective paths.
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