If it is only such news, there is nothing to make a fuss about. After all, "Lang has feelings and concubines are interested", and stock trading and acquisition are the routine means of modern enterprises. However, in the process of this acquisition, Geely Automobile's participation has aroused widespread concern.
Why is Aston Martin so popular?
As a British luxury brand with a history of 108, Aston Martin is naturally missed by all walks of life. Here you have to admire the brilliance of the British automobile industry. Any brand has a long history and is tall.
Aston Martin is obviously the envy of car companies, especially those in China. With profound cultural heritage, classic models like DB series and product image like GT coupe, Aston Martin is definitely a contemporary treasure.
According to the sales data of Aston Martin in 20 19 years, its global retail volume increased by 12%. Among them, the China market has become the biggest growth point. In the middle of last year, Aston Martin launched the flagship GT Super Run DBS in China market? Superleggera？ Volante (convertible version), at the same time, a number of ultra-luxury customized models represented by the legendary racing version of Vantage have also appeared at major auto shows in China. 165438+ 10 in the same year, the first SUV of Aston Martin brand? -DBX made its world premiere at the official residence of the British Embassy in Beijing.
In addition, Aston Martin has also made many attempts in "localization". For example, with Tongji University, "Tongji University-Aston Martin La * * * Da NICE? 2035 innovation space "; Introduce custom color DB 1 1? V8？ Wolante roadster and DB 1 1? Volante; Participate in the second China International Import Expo, etc.
Therefore, it can be seen that Aston Martin is by no means a declining aristocratic brand, and its market prospect is very impressive, and it is also a beacon for capitalists.
Geely's history of capital acquisition
Geely certainly cannot miss such an opportunity to enhance its brand image. Although Geely did not respond positively to participate in this negotiation, from the outside news and Geely's strong interest in acquiring overseas brands, Geely's appearance is reasonable.
10 years ago, Geely bought Volvo for1800 million, which shocked the world. The entry of overseas luxury brands into China automobile enterprises is undoubtedly an earthquake for the automobile industry. As a result, we all know that Geely proved that the combination of the two was quite successful in 10. With the help of Geely's capital and China market, Volvo is a second-tier luxury brand; With the help of Volvo's advanced technology and international experience, Geely has successfully made itself the pride of its own brands, especially the Lectra brand.
Perhaps inspired by this case, Geely has been keen to acquire overseas brands to strengthen its momentum. In 20 17, Geely once again acquired 49.9% equity of Proton Auto and 5 1 0% equity of its sports car brand, paving the way for opening up the Southeast Asian market. In 20 18, Geely acquired 9.69% shares of Daimler through the secondary market for $9 billion, becoming the largest shareholder of the parent company of Mercedes-Benz.
Therefore, Geely should be determined to acquire Aston Martin, or there is no reason to give up. But things don't seem to develop in the direction that Geely hopes.
Why do rich Canadians win?
Look at the amount first. Although the assets involved in the acquisition are as high as 65.438+82 billion pounds, it is really a drop in the bucket for a car company. It can be seen that Geely's acquisition was not successful because of the bidding problem.
Moreover, judging from the internal management structure of Aston Martin, as a typical "British" governance system, the major internal decisions of Aston Martin are mainly decided by the board of directors. Apart from two funds from Italy and the Middle East holding 30% of the shares, a considerable proportion of Aston Martin's board members have no shares, and 50% of independent directors hold several positions, so they can't devote themselves to enterprise management and decision-making, and can only ensure the smooth operation of the enterprise.
In other words, shareholders, as investors, are often unable to put forward opinions on the development of enterprises, which leads to the failure to implement many ideas that are beneficial to the development of enterprises. For Geely, it obviously doesn't make more sense to just pay money and not participate in the operation of the enterprise.
In addition, directors of Geely and aston martin have considerable differences on future development. Judging from the known news, the premise of Geely's shareholding is that it hopes Aston Martin will make a complete development plan for its future strategy, especially in terms of new energy and intelligence, and put forward the strategic deployment of technological innovation leading the world. However, Aston Martin's directors want to continue to develop according to the model of advertising and competition.
At this time, the status of Canada's richest man has obvious advantages. In 20 19, he ranked 877th on Forbes' list of the world's richest people with a value of $2.6 billion. He was widely known by the outside world because he bought F 1 Team and India Power Team, and changed its name to racing car on 20 18. Point? F 1？ Team.
According to the terms of the deal, Straahl's racing car? Point? F 1？ 202 1 The team will be renamed Aston? Martin? F 1？ Works? Team, the conclusion of this clause undoubtedly coincides with the wishes of Director aston martin.
Seeing this, things become clearer. Geely wants to enjoy a certain voice in Aston Martin, making it a more comprehensive and technical global brand; And aston martin wants to continue to run the brand in competition and advertising. The former pays more attention to long-term development, while the latter emphasizes immediate interests. It is difficult to distinguish right from wrong in their thoughts and wishes. Let's just say that everyone has their own interests.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.