Word: qianjiang
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Dates: during 2000-2009
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...invested heavily but never managed to turn a profit, and announced in early 2005 that a buyer had to be found if the 94-year-old company was to survive. With no Italian bidders, offers came from Russia and Britain, though they were focused merely on acquiring the brand. Qianjiang, instead, which turns out 1.2 million scooters a year in China, saw value in buying - and relaunching - Benelli's design and production. That would give them a foothold in the European market, and the move had an industrial logic: unlike Japan three decades earlier, China still lags well behind...
...Qianjiang's first moves was to give Benelli's technical director, Pierluigi Marconi, the same title for the Chinese company, too. Though he confesses that he'd "never even eaten an egg roll" before meeting his new employers, Marconi is now in constant contact with his Chinese counterparts, and often visits headquarters in the southeast China city of Wenling. "They understand that we have the history in this sector," he says, "which is not something you can just buy or invent from scratch...
...main responsibility for Yan "Klara" Haimei, Qianjiang's chief in Pesaro, is to watch Benelli's balance sheet, leaving design and production in the hands of the Italians. Both the Chinese and Italian managers emphasize that the aim is to boost the Italian brand while improving the performance of the smaller and simpler Chinese scooters. It's a question of knowing your markets. The 500cc motorcycles popular with European and American riders are not even permitted on Chinese roads. Says Marconi: "In China they've produced the same scooter for the past 20 years." Marconi says the equation...
Downstairs on the shop floor, where 18 motorcycles are produced a day, there is not a single visible sign that Benelli is Chinese-owned. With his handlebar moustache and thick sideburns, veteran worker Righi believes Qianjiang has brought a real change for the better. "We've seen more investment and new projects in the past 18 months than we'd seen in the past decade," he says. On the local level, this might be the most meaningful effect of the Benelli-Qianjiang model: the hundred or so Italian employees at the plant see the Chinese parent as the savior...
...thing is clear: learning your partner's language always helps. Qianjiang boss Yan can now get by in Italian and engineer Michelotti often throws a few Mandarin phrases into conversation with his colleagues in Wenling. He's also begun to pick up certain words they keep repeating. Chinese Professor Brezzi explains the difference between "we should" (yinggai) and "we must" (yao). "I always hear 'yao,'" says Michelotti. That's a reminder of who's in charge...