[148]The beginning of the new millennium 2
Is the word love just a faded memory for older people?
“Even if it doesn’t sell a lot, it’s a desirable car with a unique identity, a unique car. This is a company that also produces such cars. Love at first sight is good, and love that develops slowly is also good.”
“This is the car I want… … .”
“Was it in 1996? Ajin Motors acquired the production line and design of Lotus in the UK and sold a two-seater open car. “This is a car that cannot be mass-produced because it was designed for handmade, small-scale production.”
President Cho Dae-ho frowned, probably remembering the car I was talking about.
Based on annual production of 10,000 units, the production cost alone was 30 million won.
Even if you sell it without making a profit, if you add value-added tax and special excise tax, the acquisition price alone turns into a car worth 40 million won.
A fully-optioned midsize car can be purchased for 15 million won, and even a flagship sedan costs only 40 million won.
In the end, Chairman Song of Ajin Motors set the selling price at around 20 million won including tax and committed a huge loss the more he sold it.
“I know. “Because I discontinued that car myself.”
“yes. “If you think about profitability, it’s something you can’t do in your right mind.”
“so? Are you saying we should produce a sports car like that?”
Considering how young I am, he seems to understand why I said this.
The young owner of a car company wants to own a sports car. Right in your own company. President Cho Dae-ho seemed to understand my intention to that extent. Isn’t this kind of thinking characteristic of a young owner who thinks of the company as a toy to play with?
President Cho must have thought that I was still young.
“Why would you build a car to sell at a loss? And just in case, I don’t even have a license yet. I’m not interested in sports cars or anything like that. My favorite car is the BMW 7 Series. “Because it was the car that saved my life.”
“Then what do you mean by a unique car?”
“A compact car that a working woman can buy on an installment plan, and a coupe that a man in his 30s can buy on a three-year installment plan. A pickup truck that a middle-aged man wants to buy as a second car. “It says something like this.”
President Cho still did not straighten his frown.
“There are already a lot of compact cars and coupes. “Pick-up doesn’t work in Korea.”
“These are cars I don’t want to own.”
“what?”
“A compact car that looks old and worn out, and a coupe that is pretty but not stylish. A pickup truck that appears to be a commercial truck. “Who would want to buy a car like this?”
Only then did my grandfather and CEO Cho understand what I meant. However, he did not hide that he was still negative.
“No matter how much people want to own a car like that, few of them are sold. Anyway, the car being sold is a family car. Other cars will never break even. You know now, right? “Cars are an equipment industry that must be capable of mass production.”
“How about getting to the break-even point if you have a two-track production line? Is it impossible?”
“Family car or beloved car? like this?”
“yes.”
“You have no intention of making money.”
“Even if we have a deficit for the next 10 years, it’s okay. “It will be different in 10 years.”
It is the same now and in the future.
The sales volume of Toyota and Volkswagen can never be surpassed. If these two companies had only made family sedans all along, they would never have ascended to the throne.
The corporate mindset of endlessly developing diverse, unique, and challenging cars and not neglecting a small number of enthusiasts is what placed their main models, the Corolla and Golf, at the top.
Daehyun Motors has announced its ambition to be among the global top 5 in the 21st century and will definitely achieve it. However, Daehyun still has no choice but to have a realistic image because of cost-effectiveness.
A car should make you dream.
The moment you imagine yourself driving that car, you are loved.
“Uh-huh.”
The grandfather, who was just listening, suddenly burst into laughter.
President Cho Dae-ho, who was seeing this, slapped his forehead and started laughing as well.
When the two people looked at each other inexplicably, the old man stopped laughing and opened his mouth.
“You are saying the same thing I said when I started my cruiser car. haha.”
“That’s right. The Chairman also said the same thing. It’s okay if you don’t make money for 10 years. “If necessary, I will even sell the pants I was wearing to provide the money.”
“Oh really?”
“okay. But just one year later, as soon as the financial statements were made, he said this to me. If I keep going like this, my neck is in danger. This means avoiding deficit quickly. haha.”
shit.
My truth is being distorted like this.
“are you okay. Dojun believes that you will be different from the chairman. “Hehe.”
“This guy! That was a joke. “If you were serious, would I have kept you in that position?”
I couldn’t keep listening to the two elders reminiscing about the past, so I quietly joined in.
“president. “You know my intention, right?”
“The chairman brags a lot about how much money you have… . Can you handle it? The first condition for a car to be loved is its design. A car for a man is exactly the same as for a woman. “A pretty woman is basic.”
“We will recruit the best designers. Chris Bangle is good, and you can also bring in Peter Schreyer. “Just tell us what designer you want.”
When the names of BMW and Audi designers were mentioned, President Cho looked at his grandfather and smiled again.
“President. It seems like you are sincere? Thanks to this, I have been able to earn a salary for the past 10 years without worrying about performance.”
“Don’t be fooled. Whose bloodline is this? “Hehe.”
The grandfather laughed lightly and then asked seriously.
“It’s hard to handle when car companies start losing money. “You could lose all the money you saved through investments.”
“I have money to invest for about 10 years. “Including China.”
“what? china?”
The two of you were surprised once again, but the reaction was a little different.
In particular, President Cho asked with an expression as if he had just seen a strange sight.
“Did you plant a spy in Daehyun Group?”
“yes?”
“I heard that Daehyun is slowly turning his attention to China. He said he was aiming for local production around 2005, but he said opinions were still divided.”
“It feels like it’s already too late. “We have to hurry by one day.”
Volkswagen has already arrived in China since 1984. In a joint venture with Shanghai Automobile, it established Shanghai Dazong (上海大衆) and focused on targeting the southern region of China with Shanghai as the center.
In 1991, it again entered into a joint venture with China First Train to target the northern region, and by 1999, it had consumed the Chinese market to the extent that its market share was close to 60%.
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“The Chinese market is around 1.5 million units. Excluding the luxury cars of China’s rich… .”
President Cho’s feelings about not being in a hurry were revealed.
Since China only allows joint ventures, technology transfer is essential when entering the Chinese market. This is the most uncomfortable part.
“Don’t you know that explosive growth is about to begin?”
“Now, I think it would be better to follow Dojun’s wishes.”
President Cho Dae-ho seemed surprised by the grandfather suddenly expressing his opinion.
This is because after the merger of Sunyang Motors and Ajin, they never once interfered in their management.
“Why is that so?”
Also, the grandfather seems surprised by President Cho who suddenly asks a provocative question.
“What? Look at this friend. “Are you saying you won’t obey me anymore?”
“In this position, the chairman is an advisor. There is no reason to follow it. “Of course, if it’s good advice, I’ll follow it.”
“Did you see it? This friend is like this. Dojun is protesting against you now. “He is a great person who will not even start a business if he cannot convince himself of whether it is a beloved company or entering China.”
Grandfather made a fuss like a child who discovered something fun.
“Take a good look. Money from around the world is flowing into China. The world’s factories? These words are truly scary. A huge amount of money was invested in our Sunyang factory because labor costs were low. It is labor that creates added value. “The place of labor is the factory.”
“You’re saying that as you accumulate wealth, you need a place to spend it.”
“The speed at which chimneys are going up in China is getting faster. The economy will also grow rapidly, right? And the first way to show off accumulated wealth is through cars.”
“It’s a man’s habit to look at cars when money piles up in his bank account.”
President Cho nodded his head and turned his gaze to me.
“It will cost a lot of money. Time, quality, money. These three are always on opposite sides. Reducing time and improving quality requires a huge amount of initial capital. Are you okay?”
“Can you estimate the amount? now?”
“China has an unconditional 5:5 investment system… . At least $250 million? “At that rate, the initial production volume would be around 100,000 units.”
“It’s not as big as I thought. Let’s do it like this. Let’s pursue the business based on an initial investment of $500 million. Including the cost of rushing.”
Immediately after calling twice the number, President Cho Dae-ho gaped.
“Look. “This guy said he had a lot of money.”
The grandfather burst into laughter, clapping his hands happily towards the surprised President Cho.
* * *
“Divorced… No, not yet. Anyway, I felt strange when my wife, who I would divorce in a few years, asked me to meet her.”
“It looks good.”
“You still manage well. Who would consider a woman over 50 to be a woman?”
“Please praise me like that often. why? “Do I look different because I’m not your woman?”
“It still stings. Let’s stop. “What is your business?”
Mayor Choi Chang-je was glad to hear Jin Seo-yoon’s call to have a cup of tea, and he also had expectations. That’s what canceling a planned divorce is all about.
“Let’s hold hands again.”
“I’m serious?”
“Don’t misunderstand. Because I have no intention of sharing a bed with you again. Real partners, not just a couple. how is it?”
“what? Haven’t you paid enough for leaving me? “If your father finds out that you’re joining hands with me, everything will be taken away from you, right?”
“It won’t be taken away. No, I can’t take it away.”
“Would your father have passed it on to you without that level of security?”
“Safety devices or anything else is useless. “How can you take something that is not in my hands?”
“what? what do you mean?”
“It’s just like I said. Now I have nothing. “Just know that.”
Mayor Choi Chang-je guessed it when he saw Jin Seo-yoon not saying a single word. She is a self-respecting woman. Everything she received from Chairman Jin has disappeared, and all she has left is a sign that says she is the daughter of Sunyang Group. I don’t know what she’s been through.
“It’s okay if you don’t want to talk. But what do you want to do by joining hands with me again? “Is it still the same?”
“of course. “I need to sit in the study in Pyeongchang-dong before I get older and become a grandmother.”
“You said you didn’t have anything in your hands? “How do you want to get to Pyeongchang-dong?”
“You just have to follow someone until you get to the front of the house. But the road from the front door to the study is difficult. “I think it would be easier if you sorted out someone then.”
“Who is paving the way for you?”
“Someone you know well. “The girl who prepared your campaign funds.”
“Dojun? “Really Dojun?”
Jin Seo-yoon raised her finger and placed it on her lips to calm the surprised Mayor Choi.
“Whether it’s Dojun or anyone else, you have to have the strength to sort it out in the end. You have to prepare well because you can’t be the mayor of Seoul. “I still have some personal assets, so I will help you even if I become broke.”
“I don’t want to touch my ex-wife’s Ssamjit money… .”
I smiled slightly at Mayor Choi, who was joking for no reason.
“it’s okay. I am the one who knows you best. What is cowardice… .”
Choi Chang-je poured water into the empty glass in front of Jin Seo-yoon.
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