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数量VS档次 汽车销售大战的路线之争“十大外围体育平台”

本文摘要:“Writing is easy,” the sports columnist Red Smith once said. “You just open a vein and bleed.”体育专栏作者瑞德o史密斯曾说道过:“文学创作并难于,只需掏心凿肺地对待读者才可。


“Writing is easy,” the sports columnist Red Smith once said. “You just open a vein and bleed.”体育专栏作者瑞德o史密斯曾说道过:“文学创作并难于,只需掏心凿肺地对待读者才可。”The same might be said of the car business. It’s easy: You just design and build great cars.汽车行业有可能也有类似于的阐释。这不是件难事:只必须设计并用上好车就讫。Of course, it isn’t that simple. As the recent misfortunes of General Motors GM 0.19% and Ford Motor F -0.30% demonstrate, something as straightforward as installing foolproof ignition switches or accurately calculating fuel economy can elude the most experienced of automakers.当然,事情并没这么非常简单。

通用汽车(General Motors)和福特汽车(Ford Motor)最近的负面新闻指出,尤为老道的汽车制造商也不会在傻瓜式点燃电源的加装或燃油经济性计算出来精确性上面栽跟头。When it comes to marketing cars, there is an emerging debate that can most succinctly be described as mass vs. class.在汽车营销领域,一场争辩正在如火如荼地展开当中,简而言之就是:车型数量与档次之争。On the mass side is analyst John Murphy, author of the long-running “Car Wars” study for Bank of America Merrill Lynch. Murphy is a fan of new models, the more the merrier. He has consistently demonstrated that market share is directly related to the number of new models a company introduces and the speed with which it refreshes them. While he concedes the importance of mix, pricing, execution, distribution, and brand power, he argues that the more rapidly product lines are expanded and refreshed, the more rapidly sales will grow. “Our measures of replacement rate and showroom age are the major driver of market share gains and losses,” he writes. “Successful new products drive higher market share.”分析师约翰o墨菲是“数量”为首,他是美银美林(Bank of America Merrill Lynch)长年调查《汽车之战》(Car Wars)的作者。


顺利的新产品不会带给更高的市场份额。”Leading the arguments for the class side is longtime marketing consultant and self-styled industry curmudgeon Peter De Lorenzo. De Lorenzo, who is based in Detroit, leads the AutoExtremist blog, calls himself “a purveyor of the bare-knuckled, unvarnished, high-octane truth,” and has been a rigorous defender of brand integrity. “How a brand is perceived can make or break a car company, regardless of how long and illustrious a run that brand has enjoyed up until any given point in time,” he wrote in June.“档次”为首阵营的主要人物则是资深营销顾问、自称为行业异类的皮特o德o罗伦索。德o罗伦索派驻底特律,是博客“汽车极端分子”的博主。他称之为自己是一位“非常规、朴实无华、最热门事实的提供者”,而且仍然是品牌诚信的心目中拥趸。

他在6月的博文中写到:“人们对品牌的观点能可谓、也能烧掉一家汽车公司,无论这个品牌在此前任何一段时间内享有多么历史悠久或巅峰的历史。”De Lorenzo has been a persistent critic of luxury brands that use new models to grow volume. He believes they are compromising their identity by using their brand for vehicles that have no connection to heritage and history. “They believe that if they cover every niche in the market–both real and imagined–it will ensure their survival and profitability,” he contends. “But it doesn’t work,” he writes. “There are painful ramifications that come with their actions.”德o罗伦索仍然都在抨击奢华汽车品牌用于新车型来提高销量的作法。


”One of the unique strengths of “Car Wars” is its distillation of competitive intelligence, press clippings, speculation, and rumor analysis into a rigorous analysis of future product trends. In the most recent edition covering the years 2015 to 2018, Murphy identifies by model name and segment, every redesign and new model coming to the U.S. market. He sees a surge of new crossovers vehicles bearing the badges of luxury manufacturers that previously concentrated on sedans, coupes, and sports cars–among them Audi, BMW, Jaguar, and Bentley–and writes approvingly about the positive impact on sales. “If the numerous new German Lux CUVs are well received in the market,” he writes, “there may be some upside risk” in the market share of European OEMs.《汽车之战》的一个独有优势在于,它将竞争情报、新闻简报、仔细观察评论和传闻分析展开过滤器加工,然后统合沦为未来产品趋势的森严分析。在最近一期涵括2015-2018年趋势的调查中,墨菲按照车型名称和类别分别所列了转入美国市场的每一个新的设计的车型和新车型。他找到了新的跨界车型的兴起,而这些车型名门于过去专心于轿车、轿跑完和跑车的业界豪门,例如奥迪、宝马、捷豹和宾利,而且他还以赞赏的口吻提及了这个趋势对于销售的大力影响。他写到:“如果大量的新型德系奢华CUV(混合型多用途车)在市场上以求热卖,那么欧洲OEM(完整设备制造商)厂商的市场份额可能会面对一些下行风险。

”Such product line extensions into unfamiliar segments by long-established brands induce a state of near apoplexy in De Lorenzo. Brandishing no research but effectively flexing his instinct from years in the business, he argues that automakers–particularly those with a racing heritage–should stick to making cars and leave crossovers and SUVs to the likes of Jeep and Land Rover. He gets especially vitriolic in discussing the strategies of the fast-rising German luxury makers, which seem to keep adding more body styles–BMW Active Tourer anyone?– aimed at freshening up their product lines and adding incremental volume:知名品牌这种将产品线扩展到陌生领域的作法完全让德o罗伦索深感心碎。德o罗伦索并会拿什么调查来说事,而是有效地利用多年来构成的行业直觉。他认为,汽车制造商,特别是在是那些享有赛车承传的制造商,应当致力于生产轿车,同时将跨界车型和SUV转交吉普和路虎这样的生产厂家。

辩论很快兴起的德国豪华车制造商的决策时,他不会显得最为傲慢,因为这种辩论或许总是环绕减少车型的种类——宝马Active Tourer车型,有人要吗?——它们的目的在于改版产品线,从而减少销量:o “[Audi] seems to be falling victim to the disease that’s infecting all of the German brands of late, the dreaded being all things to all people daze that leads these manufacturers to drop their guard and make mistakes.”“(奥迪)或许患上了最近所有德国品牌无一幸免的传染病,这是一种面面俱到的可怕踢法,它让消费者眼花缭乱,而且也让这些制造商放开了警觉,开始犯错误。”o “Almost everything that made BMW a BMW has been lost in translation.”“或许BMW的一切精髓都已在车型大战中消失只剩。

”o “When [Mercedes-Benz is] off, well, they can stink up the joint like no other. Daimler is forced to stretch out its model lineup because it’s trying to fight a brutally competitive auto world without the resources of the other auto manufacturer conglomerates.”“当(梅赛德斯-飞驰)遭遇滑铁卢时,它的东施效颦能力较其他品牌有过之而无不及。戴姆勒不得不扩展车型数量,因为它没其它汽车生产巨头的所享有的资源作为依赖,而且还得硬着头皮去在这个竞争出现异常白热化的汽车产业中谋求自己的一席之地。

”Murphy and De Lorenzo agree on some things. In the latest “Car Wars,” Murphy singles out Ford and Honda for their speedy replacement of existing models, and predicts that each will gain half a point of market share over the next three years. De Lorenzo likes both companies too. But he worries that if Ford “allows itself to get complacent, its prospects will be less than stellar,” and wonders about Honda, “will it stumble again and lose its way?”墨菲和德o罗伦索并不是在所有的观点上都格格不入。在近期一期的《汽车之战》中,墨菲分开例举了福特和本田,讲解了他们较慢替换现有车型的措施。


”同时他也为本田深感忧虑,“它不会再度跌倒而显得一蹶不振吗?”Who is the winner in this faceoff? The Car Wars analysis has a lot to recommend it. With statistics on new models going back to 1987, it possesses unusual depth. It is even-handed, and if it occasionally misses some fine points, it projects a reasonably accurate view of a company’s relative position in the market compared to its competitors. But Car Wars may be of less value going forward. As foreign automakers fill out their product lines and as all manufactures achieve more consistency in their product renewal cycles, there will be fewer big shifts in market share.在这场僵持中,谁不会沦为赢家?《汽车之战》的分析有很多都有一点推崇。调查涵括了1987年的新车型的数据,深度非比寻常。这项调查十分公正,就算有时候不会遗漏一些细节之处,但它以合理的方式精确地展现出了公司相对于竞争对手的市场方位。

但是从将来来看,《汽车之战》调查的价值可能会大跌。因为随着外国汽车制造商生产线扩展的已完成,以及各大制造商的改版周期显得更加完全一致,市场份额的波动将不会更加小。De Lorenzo plays favorites and rarely lets the facts get in the way of a good argument. German luxury car makers are enjoying record years, and despite some grumbling about the quality of lower-priced models and unconventional body styles, they appear to be holding on to their existing customers at the same time as they attract new ones. Passionate though he is, De Lorenzo can shift gears. At one time a ferocious opponent of Porsche’s diversification away from sports cars into SUVs and four-doors, he now praises the company for being “relentlessly focused” and “peerless” in its execution.德o罗伦索打的是爱好牌,而且很少让事实沦为其有力观点的障碍。近几年,德国豪华车制造商的销售业绩屡屡刷新历史新纪录,尽管人们对他们的低价车型和非传统车型的质量仍不存在一些责怪,但这些制造商不仅觅了现有的客户,还更有到了新的客户。


And in the end, it is execution more than anything else that determines success or the lack of it. Look at Tata, owner of both Jaguar and Land Rover. Jaguar concentrated on sedans and coupes for its entire life and nearly expired. Now the first Jaguar crossover, the XQ, is due in 2017. Land Rover, on the other hand, has stayed focused on SUVs and thrived. Even its Sport model is expedition-capable and there are no signs of an active tourer on the horizon.最后,在所有的要素中,继续执行才是要求胜败的决定性因素。我们不妨想到捷豹和路虎的母公司塔塔。捷豹一直专心于轿车和轿跑完,差点倒闭。如今,捷豹的第一款跨界车型XQ将于2017年面世。

另一方面,路虎仍然专心于做到SUV,并因此而兴盛一起。即使路虎的跑车车型都具备越野能力,而且它目前也并不想发售类似于active tourer这样的车型。



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