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别克在中国很受欢迎,但可能不会持续太久

作者:施索恩工作室 时间:2019-02-10 10:21 
孤叶工作室

Your grandfather's Buick is hot in China, but maybe not for long

别克在中国很受欢迎,但可能不会持续太久

 

别克汽车

One of the hottest automotive brands in China is the one your grandparents may have driven: Buick.

中国最热门的汽车品牌之一,或许就是你的祖父母开过的别克。

Buick's (GM) success in China remains what many industry observers say is key to the survival of the brand, which still seems to be struggling on its home turf in the U.S. — just a decade after it was saved from the chopping block during the financial crisis.

别克在中国的成功仍然是许多行业观察人士所说的该品牌生存的关键,该品牌在美国本土似乎仍在苦苦挣扎。而就在10年前,在金融危机中岌岌可危的别克幸存了下来。

But a combination of Chinese regulations, increasing competition from Asian automakers and rising trade tensions with the U.S. have some wondering whether Buick's luck in China — the world's largest auto market — will soon run out.

但由于中国的监管规定、来自亚洲汽车制造商的竞争加剧以及与美国的贸易紧张关系加剧,一些人怀疑别克在中国这个全球最大汽车市场的好运是否很快就会到头。

About 80 percent of Buick's global sales last year were in China, and nearly a third of GM's sales in the country came from that brand alone. About 64 percent of Buick's sales in China come from vehicles it doesn't sell in the U.S., such as the Excelle sedan, the GL6 and GL8 minivans, the Velite 5 hybrid and the Verano compact car.

去年别克全球销量的80%左右来自中国,而通用汽车在华销量的近三分之一来自这个品牌。别克大约64%的在华销量来自不在美国市场销售的车型,例如凯越轿车、GL6和GL8微型面包车、Velite 5混动力车和威朗小型车。

There really are a variety of reasons for this, say industry experts. First the Buick name is famous in China. It was the vehicle of choice for many famous Chinese figures in the middle of the 20th century, including some of the country's best-known political leaders.

业内专家表示,造成这种情况的原因有很多。首先,别克这个品牌在中国很有名。在20世纪中叶,它是许多中国著名人物的首选交通工具

When GM wanted to begin producing vehicles in the China in the 1990s, the Buick name was the one that most resonated with consumers and the country's decision-makers. GM has also had a fruitful relationship with its local manufacturing partner, Shanghai Automotive Industry Corp.

上世纪90年代,当通用汽车希望开始在中国生产汽车时,别克是最能引起消费者和中国决策者共鸣的品牌。通用汽车还与上海汽车集团股份有限公司建立了富有成效的合作关系。

That all gives the brand a reputation in China that doesn't exist in the United States.

这让该品牌在中国获得了美国市场所没有的声誉。

"Buick has a reputation in China as an exclusive, almost elite reputation," said Michael Dunne, CEO of ZoZo Go, a firm that advises automakers on doing business in China. The average age of a Buick driver in China is 32 or 33. "In the U.S., it is something like twice that," he said. "They did a great job of positioning of positioning Buick as a premium brand."

ZoZo Go是一家为汽车制造商在中国开展业务提供咨询的公司,其首席执行官迈克尔·邓恩表示:“别克在中国的声誉是独一无二的,近乎精英。在中国,别克司机的平均年龄是32岁或33岁,他们将别克定位为一个高端品牌。而在美国,别克司机的平均年龄大约是这个数字的两倍。”

The Chinese auto market is large, selling roughly 28 million vehicles last year compared with about 17 million in the U.S. — but relatively young. GM and other foreign automakers didn't started entering the market in the 1990s.

中国汽车市场规模庞大,去年汽车销量约为2800万辆,而美国约为1700万辆。通用汽车和其他外国汽车制造商在上世纪90年代才开始进入中国市场。

However, for members of certain generations in the United States, Buicks are among those American brands that lacked the styling, value and quality of competitors coming out of Europe and Japan.

然而,对于美国特定年龄段的人来说,别克是那些缺乏欧洲和日本竞争对手所拥有的风格、价值和质量的美国品牌之一。

"Our data here in the U.S. says that Buick has been doing a really good job on quality and has been for a number of years," Betts said. "All of our quality metrics say they make really good cars. They also have really good service. But at the same time, it is difficult for them to conquest these customers that have an opinion based on older data."

贝茨说:“我们在美国的数据显示,别克的质量做得非常好,而且多年来一直如此。”我们所有的质量指标都表明,他们生产的汽车真的很好。他们的服务也很好。但与此同时,他们很难征服那些基于旧数据发表意见的客户。”

The age of the average U.S. buyer is also an issue for the brand, something Buick has been trying to address. While many of those buyers are loyal, Betts said, there simply aren't enough of them for the brand to grow. The vehicles are also priced a bit higher than other brands with the same name power.

"When they come back to the used market, that hurts their residual value," he said.

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