Chapter 186: The Prepared Person Succeeds
[Mirae Motors Hits Upper Limit for Two Consecutive Days]
[Expectations for Earth Car Grow]
[Japanese Automakers' Stocks Fall, Toyota EVs Recalled Immediately After Launch]
The electric vehicle industry was drawing tremendous attention from the public, media, and industry insiders.
―Ellie: There are a lot of financial institutions on Wall Street that want to invest in the Earth Car.
―Kim Shin: Really?
―Ellie: Korea's manufacturing capabilities in automobiles and electronics are outstanding, you know. Plus, they want to invest because it's a business you're running.
―Kim Shin: Because it's my business?
―Ellie: Yes, investing based on the person is the basics. Your name has been like a guarantee of success so far.
The EV market hadn't fully matured until now.
There had been little public interest, a lack of charging infrastructure, and high production costs.
Tesla had struggled to pioneer the market, and parts companies had built up technology and grown, creating economies of scale.
On top of that, the fact that Isung Group and LK Group were ramping up massive investments in automotive electronics was a favorable factor.
Isung, DK, Mirae, LK.
The presidents and chairmen of the top four conglomerates in the business world held a meeting.
"We'll set the Earth Car launch for two and a half years from now."
"Two and a half years? That soon?"
At my words, Kim Soo-han, president of Isung Electronics, couldn't hide his surprised expression.
From establishing an automaker to launching a new car in just two and a half years—it would feel way too short.
"We haven't even decided on a factory site yet, so the timeline seems tight."
I had originally thought three years would be necessary. But my thinking changed because of Mirae Motors.
'Koreans' ppalli-ppalli culture is not to be underestimated.'
Mirae Motors had recently announced plans for a new factory in the US.
They were starting construction in Georgia and aiming to produce their first vehicle in just two years.
The grandeur of Mirae Motors: turning barren land into a car factory, securing parts suppliers, and hiring employees—all in two years.
While Isung Group conducted thorough analysis and calculations, Mirae Group was the type to start digging the ground first.
Even if Isung dominated in semiconductors and electronics, Mirae Group's speed was unmatched in construction and manufacturing.
Their attitude was that if problems arose on-site, they'd just handle them somehow.
"We'll decide on the factory site soon. Construction will start right away, and as soon as we finalize the Earth Car's design and specs, we'll begin fabricating production equipment."
"..."
Isung, DK, and LK reacted with disbelief, but Park Myeong-hoon, president of Mirae Motors who was attending as their representative, nodded.
"Two and a half years is doable."
The spirit of Mirae Group, pioneers of the ppalli-ppalli culture.
Gigapresses and various construction methods, especially production robot processes, might pose challenges.
But Park Myeong-hoon wore an expression like, 'That's nothing, what's the problem? You guys don't know Mirae Group.'
I glanced over at LK Electronics.
They were still recognized by consumers in Korea as the top in home appliances, but compared to others, they had the smallest revenue scale.
Catching my eye, Lee Soo-seong, president of LK Electronics, nodded.
"There won't be any disruptions in our supply of infotainment and automotive electronics parts."
He assured that it was a timeline both Mirae Motors and LK Electronics could handle.
"Isung can do it in two years. In that time, we can develop and deliver the highest-quality automotive electronics tailored to the Earth Car."
"DK Group will have all necessary parts ready in one and a half years."
"..."
Childish pissing contests weren't just for kids.
When it came to competing over the Korean market, the pride of these domestic companies was something they absolutely couldn't lose.
Park Myeong-hoon of Mirae Motors asked cautiously.
"But what scale of production are you envisioning for the Earth Car?"
Production scale was crucial for cars.
It tied into everything from vehicle development, factory site acquisition, parts procurement, production equipment, and employee hiring.
Producing a small number to test market reaction was safe, but failing to achieve economies of scale would lead to losses.
I hadn't decided yet, so I wanted to hear from the experts.
"What do you think at Mirae Motors?"
"We recommend producing an SUV model that's popular in the US. At a production scale of 350,000 units, we can develop it to share many parts with Mirae Motors, cut investment costs, and ensure no sales issues."
"Is that so?"
"Yes, if operated well for ten years, we can establish ourselves in the EV market."
"Ten years..."
Honestly, I'd initially thought of building a million-unit factory from the start.
'Have investments and Earth Channel's success made me numb to numbers?'
Starting small and scaling up production lines might be more rational.
Building a massive factory only to have no orders would be disastrous.
But what would the world look like ten years from now?
'If Tesla sticks to plan, they'll sell over 20 million cars a year.
GM, Ford, Volkswagen, Mirae Motors—they'll all be pushing EVs hard. Chinese companies are growing scarily fast too.'
Starting late, could we catch up?
'Is there a way to surge ahead from the start without overdoing it?'
I wasn't a professional manager, and I didn't have much business experience.
Mirae Motors Group handled everything fast, but what held them back was profits and cash flow.
Having overcome numerous crises and lost key subsidiaries, they were extremely sensitive to cash flow.
That's why they'd pursued absurd cost-cutting measures.
'We can't overinvest. Is there a way to minimize risk while growing the company big?'
It was the mindset of a thief wanting it all, but I pondered deeply.
Professional manufacturers would prioritize textbook judgments, but I was just a crypto success story, a fake.
If I mobilized all sorts of shallow tricks... and borrowed wisdom from pioneers, a way might emerge.
While I was silent, the conference room with all the presidents seated was quiet.
A meeting to deliberate on Earth Car's production capacity.
Since a major decision was at hand, the presidents held their silence.
Perhaps they were worried I'd grown skeptical of the auto industry now.
"We'll set the factory production scale like Tesla."
"Like Tesla?"
"Yes, we'll take pre-orders online and use that as a reference."
Tesla had set precedents in this field.
In 2016,
Tesla took pre-orders for Model 3, which needed over a year and a half to produce.
With a $1,000 deposit, they expected backlogged orders to wait over two years.
In reality, production delays meant many waited three years and seven months.
With two and a half years, we could take orders in advance and produce accordingly.
Global semiconductor shortages.
Even Mirae Motors' popular models were facing over a year delays in delivery—the world was helping.
"We take pre-orders and make the cars as fast as possible. Right?"
At my words, Park Myeong-hoon was taken aback but soon nodded.
"It's feasible timing-wise."
Like construction, take orders and produce to match. Speed up the work, and no problem.
"Even so, for pre-orders, we'll need at least basic funding and vehicle designs ready."
Earth Car had zero preparation.
We could build the factory, but we needed to decide what car to make.
"You've done research on new car development at Mirae Motors, right?"
"Yes."
"Show me the designs and concepts. I'll pick one."
"......"
If we're unprepared, rip it from Mirae Motors.
This is why reliable partners are crucial.
* * *
Mirae Motors sent over thousands of design data files.
"These are some pretty cars."
From concept cars displayed at motor shows ten years ago to research vehicles.
I admired the diverse designs.
"Why make production cars so plain when they have these awesome designs?"
Mirae Motors' designs had improved a lot, but production costs had to be considered.
German luxury cars use headlights costing over 10 million won each—hard to apply to mass-market cars.
I saw traces of countless cost reductions, memos, and the dilemmas of car designers.
'Too expensive, and customers won't like it. Deciding a design for a car isn't easy.'
Still, some designs stood out strikingly.
From simple sketches to photos of mock-up models that looked real.
Even high-end concepts reminiscent of Porsche, Ferrari, or Bentley.
'Designs have to look good.'
Sleek, pretty sedans.
SUVs with ample cargo space and rugged-yet-cute American-style designs—I picked five each.
'All my favorites were in Mirae Motors' designs.'
I'd set up Earth SNS but hadn't posted much.
'If I had just the right amount of money, I'd post flex pics like others.'
Luxury hotels, expensive cars, gourmet food.
Many use SNS to brag about that.
But in my case, I bought the hotels and department stores in New York, not stuff.
Cars don't feel expensive no matter the price.
'Maybe buy a 4 billion won K9 self-propelled howitzer for that pricey feel?'
For food, in San Francisco, I ate chef-prepared gourmet.
In Korea, back to bachelor cooking after a while.
Simple kimchi fried rice or various delivery foods.
This time, I posted car designs on SNS to gauge reactions.
―I want to drive the Earth Car soon.
―Curious what it'll look like. Better quality than Mirae Motors, right?
―Fun if it integrates with Earth Phone.
SNS was full of curiosity about Earth Car.
Today, I posted a poll.
[Please select the designs for the car types you'd like Earth Car to make.]
Sedans, SUVs, pickup trucks.
Five designs each per type.
―Pretty.
―Cute SUV. Looks large-scale, but why do I love it?
―My car is here! Want to drive it now.
―Designs coming out this fast means they've prepped Earth Car for ages.
―The prepared succeed. Brother Kim Shin is always ready.
―Whatever you make, I'll buy, so take my money quick!
―Kim Shin is mistaken. Even if we're crazy, he thinks we'll use Earth Channel, buy Earth Phone, and now Earth Car. I'll order when it drops, but anyway, I'm different—just know that.
―Better specs than Mirae Motors, a bit more premium. If production scales up, could take on Tesla?
―Let's dominate the EV market too!
―Where did all the Tesla fans go? lololol
―Earth fans taking over.
After posting the designs on SNS, I timed cooking for Jo Soo-ah's quitting time.
"Made kimchi fried rice and clam soybean paste stew."
"I'll eat it well and tasty."
Cozy apartment date.
We could not date freely in central Seoul, but simply spending time together was a joy.
Bachelor cooking skills, simple dishes.
"It's delicious."
"Eat lots."
Staying in Korea for EVs was fun with Jo Soo-ah.
"Next week, I might not come often."
"Why? Business trip to the provinces?"
Regret at her not coming.
Arcor had frequent employee trips.
Mostly Gyeonggi and Chungcheong, but Gyeongsang meant days of lodging and work.
"My little sister is coming home."
"Little sister?"
"I have a younger sister graduating college next year."
She was coming to Seoul to look for work.
Jo Soo-ah's little sister—felt odd.
"Can't tell her about me?"
"About you, oppa?"
"Yeah, no need to hide from family."
She did not seem shy about calling me her boyfriend.