How to treat the acquisition of American Hummer by private enterprises in China and Sichuan?
GM is going to sell the Hummer brand to a private enterprise in China. My first reaction when I saw this news was: GM is really sophisticated. At this time, there are not many potential buyers of Hummer brand. Besides China, there may be Arab oil countries, and even Indian and Russian companies will not be interested. I've studied it, and Tengzhong and GM both made announcements on this matter today. The announcement on Tengzhong website is unclear. What exactly is "industrial machinery group company invests in developing high-end off-road vehicle brands and exploring the international market;" This transaction will retain more than 3,000 jobs in the United States. " Are these less than 50 words an announcement, or are the last two paragraphs an announcement? It is assumed that the following text shall prevail. I have several big doubts: First, why did GM choose Tengzhong? Tengzhong Heavy Industry is a private enterprise in road and bridge, construction machinery and energy equipment, not a professional automobile company. Why did GM "marry" the Hummer brand to a non-automobile manufacturer? Although GM went bankrupt and Hummer Phoenix was inferior to chicken, it was not easy to find a professional automobile manufacturer in China or the Arab region. This is one of the puzzles. Second, what did Tengzhong get from Hummer? Tengzhong Heavy Industry's website said: "According to the terms of the transaction, Tengzhong Heavy Industry, a large industrial machinery group in China, will enjoy the right to use the Hummer brand and acquire its key executives and operation team. Tengzhong Heavy Industry will also continue the existing dealer contract related to Hummer's distribution network. On the other hand, as part of the overall transaction, Tengzhong Heavy Industry will negotiate and discuss with GM on long-term contracts for the supply of assemblies, parts and materials. Note that "using Hummer brand" and acquiring Hummer brand are two different things, not the same thing as acquiring Hummer production technology. The industrial chain of automobile production is very long, from parts to assembly to brand, which is very important. Even if you get the brand, it doesn't mean you bought a Hummer. Obviously, Tengzhong is playing word games. 3. What is the transaction price? At present, there are two versions, one is 654.38+0 billion dollars and the other is 500 million dollars. Because we can't see what Tengzhong bought from the announcement, we assume that if it is 1 billion dollars, it will be more reliable. If it is 500 million dollars, it will be another big head. In April, the evaluation price of Hummer brand in the international market did not exceed 200 million US dollars. According to normal logic, GM always has his reasons for choosing an unknown company in China, and this reason may be a high bid. Fourth, what is the relationship between the acquisition of Hummer and China's automobile industry? As we all know, Hummer is characterized by high horsepower and high energy consumption, which is one of the reasons for GM's bankruptcy. Hummers are like prehistoric dinosaurs. In this energy-saving era, the only outcome of his fate is its demise. Hummer itself does not conform to the energy-saving concept advocated by China. Therefore, the acquisition of Hummer has nothing to do with the development of China's automobile industry itself, but it is misleading. Fifth, is the acquisition a corporate act or a government support? According to reliable sources, Tengzhong's acquisition has received policy support from relevant departments. If this news is true, it will be very confusing, because Hummer is definitely not the development direction of China's automobile industry, nor does it conform to the direction of new energy and green environmental protection advocated by the world automobile industry. The bankruptcy of American General Motors reshuffled the map of the world automobile industry. China automobile industry can buy some technologies or spare parts, and it can also buy its brand, but obviously, it is not a brand like Hummer. Sixth, assuming the acquisition is successful, is it financially cost-effective? I think there is no doubt about it. There are many uneducated tycoons in China. A conspicuous brand like Hummer has the largest market in Arabia and China. If it is really acquired, believe it, the sales volume will not be too bad, at least not lost. This shift from the world's largest luxury car market to China in recent years shows how the rich in China burn money. In this regard, Tengzhong is very discerning. From the above six points, I preliminarily summarize my conclusions: First, Tengzhong did not acquire the Hummer brand at all, because the future headquarters and production are in the United States, and it is only a share investment. Or to put it more directly, it is just the publicity fee in Tengzhong. In the obscurity of China, because of Hummer, now the whole world knows. What a successful publicity feast this is. Even if the future deal falls through, Tengzhong will be the biggest winner. Second, Tengzhong's acquisition of Hummer should not be a model imitated by China's automobile industry. China's automobile industry should change its global layout of processing workshops, instead of buying backward production capacity in the United States and moving all Detroit to China. It is also a laggard in the global automobile industry. China's automobile industry should still develop new energy vehicles, and everyone's starting line is the same, instead of directly copying the American model.