Nie Zhenbang's desire to delve into the automobile industry stemmed from his passions and grievances from his previous life. Most, if not all, men are fascinated by cars; the raw power and the fervor they ignite are irresistible for many men. As for grievances, it lies in the prices of these jointly-owned brands. In effect, if one were to look at imported brands such as Audi, BMW, Mercedes-Benz and so on, apart from some top-tier models, the prices of average models overseas were not exorbitantly high.
However, the cost of imported cars doubled, and even with the factor of tariffs eliminated, the locally manufactured cars from the joint ventures sold for the price of imported automobiles. This was where Nie Zhenbang's frustrations lay.
