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本博日志大多即兴偶感,于口语札记方寸之间,随手拈来,不成体例。每有出行游历,必拍拍以登博润文示友。各位博友的评论和留言,本人敬当回复回访。兴趣: 汽车,旅游,阅读,艺术,西洋歌剧,舞台剧 ,历史文化以及时尚潮流. **愿与大家分享**

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中国车底特律车展被挤“地下” 进军北美尚欠火候  

2008-01-19 11:01:24|  分类: 汽车 时尚 资讯 |  标签: |举报 |字号 订阅

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中国车底特律车展被挤“地下” 进军北美尚欠火候                        《华尔街日报》

       无论中国汽车是否在底特律车展亮相,它们打入顶尖的北美市场之前,都需要以产品质量赢得声望。

Chinese auto companies looking to break into U.S. market

Low prices may persuade American consumers to ignore quality questions


The F8 car from BYD Company Ltd. of China is displayed at the North American International Auto Show in Detroit. This is the first appearance at the Detroit show for the Chinese car manufacturer. (STAN HONDA/AFP/Getty Images / January 14, 2008)


       美国底特律一年一度的北美国际汽车展正在进行,19日将向公众开放。

  从2006年开始,这里第一年来了吉利,第二年多了长丰,第三年则出现了5家中国品牌。中国汽车企业的参展热情今年达到新高。但不容忽视的细节是,这5家中国汽车厂商仍无缘进入主展厅,全在地下厅布展。美国《华尔街日报》评论说:“这种待遇好比在家庭聚餐时被安排在儿童桌旁。”

    排挤之下五将聚首

  2006年,吉利作为首家中国车企亮相底特律,但去年却选择缺席。业内人士透露,原因在于吉利要求进入主展厅,但遭到车展组织方拒绝。对方理由冠冕堂皇:主展厅面积有限,且都已分给了欧美日韩汽车商。

  今年,吉利又在底特律登台。记者了解到,对于吉利去年的缺席,底特律车展组织方深表遗憾,并为此主动和吉利接触,希望吉利继续参展;组织方的邀请,加之去年长丰作为首家中国汽车商正式参展的良好宣传效应,最终促使吉利心动。

  除了吉利和长丰属于“刘郎再来”外,比亚迪、中兴和李氏光明公司这3家公司则是首次亮相。2008年底特律车展因此成为中国自主品牌出现在国际顶级车展中最多的一次。不过,这5家中国车企齐聚地下展厅,多少让记者感到别扭。中国车能否突破这一天地,最终挺进主展厅与欧美日韩汽车商并列?这既是一个象征市场竞争力的问题,也将是中国汽车厂商明年和主办方继续博弈的焦点。

    进军北美还欠火候

  “自13日车展对媒体开放以来,外国记者预约采访就几乎没断过。”吉利董事长李书福告诉《国际先驱导报》,每次中国汽车商举行新车揭幕式都会吸引数百记者参加。

  但与媒体的热情不同,许多观展的专业人士并不认可中国车。在一家中国汽车展台前,一名外国汽车工程师仔细察看每辆汽车后说:“从汽车外盖较大的缝隙看,中国产品在做工精细方面仍需努力。”另一名汽车业内人士则指着一辆红色的中国车说:“喷漆工艺太粗糙了,拿这样的汽车来参展,说明中国汽车厂商并不是特别认真。”

  在公关宣传上,中国车也缺乏国际风范。美国《华尔街日报》批评说:“英文演示做得不流畅,影像资料制作也很业余。”

  有中国业内人士认为,5家中国汽车厂商参展各有所求:有的希望作秀以争取融资,更多则希望借此为国内宣传造势。

    克莱斯勒提出忠告

  记者观察到,奇瑞、华晨、长城这3个曾在底特律参展的中国汽车企业,此次都没有露面。“先前这些企业的北美市场战略都遭受挫折,他们现在也都意识到拓展发达国家市场的难度,从去年底起也低调了很多,这是好事。”安邦集团高级分析师李海英说。

  但是此次前来参展的中国企业却依然雄心勃勃。比亚迪董事长王传福却对记者说,“汽车不过是个大众产品,美日汽车能做到的事情,中国汽车也一定成功。”长丰集团董事长李建新也表示,中国汽车参与国际竞争的序幕已经拉开,“我们既是参与者,也将成为重要的竞争者”。

  对中国车的抱负,克莱斯勒公司副总裁理查德·周提出忠告:“虽然中国汽车工业现在拓展北美市场心情很迫切,但必须控制好扩张速度,前提是你必须确保有持续稳定的质量。”他说,韩国现代就曾因质量不高、售后服务不到位而一度退出美国,这对其品牌形象造成了严重损害。

  理查德说,不管整车还是配件,中国产品要立足美国市场,质量都至关重要。

 

DETROIT - Chinese auto manufacturers are lined up at the Detroit Auto Show with high hopes that it's their turn to enter the U.S. market.

But to watch as analyst Rebecca Lindland casts a critical eye on these vehicles, winning over skeptical American consumers will be a challenge.

Running her hand along the side of a sport utility vehicle made in China by Changfeng Motor Group, the associate director of industry forecaster Global Insight finds sharp edges and uneven gaps between body panels. Inside, some production models on display show wrinkled upholstery and flimsy plastic.
"This is a little rough," Lindland said of the Changfeng SUV. "They're trying real hard, but their quality has a long way to go."

In the basement of the Cobo Center, Lindland cringes at the BYD F8, a bright yellow convertible with a clashing red interior, a combination she derides as "McDonald's colors." The front end looks like a Mercedes-Benz knockoff, topped by a hood ornament that could be at home on a Rolls-Royce.

"I think their understanding of our culture is just a little off," she added.

Still, Changfeng and BYD, along with manufacturers Geely and Zhongxing and Li Shi Guang Ming Auto Design Co., are gearing up to take on the world's largest vehicle market.

"They learn very quickly, and they keep getting better and better," Lindland said, noting that some of the vehicles look ready for American customers. "They have great aspirations for the U.S. I just don't think they'll get there overnight."

Zhongxing, or ZX, could be the first in the door. The company plans to begin sales in Mexico within three months and then in the U.S. in the fourth quarter.

It is showing a compact pickup and SUV, both with all-wheel-drive and a 2.7-liter 4-cylinder engine. But both still need to meet U.S. quality demands and safety regulations, said Thomas Del Franco, chief operating officer of ZX North America, and he's not sure that can be done by year's end.

"Everything we do needs to be buttoned up," he said.

As Lindland pointed out, quality is the ballgame. Ask Hyundai. Shoddy cars almost drove the South Korean manufacturer out of the U.S. soon after it arrived in the 1980s.

With a starting price of $4,995, Hyundai sold 169,000 cars in 1986, its first year in the U.S. But the cars didn't stand up, and Hyundai considered heading home after sales sank to 90,000 by 1998.

It took major upgrades and a 10-year warranty to save it. U.S. sales rose to a record 467,000 last year.

And even before Chinese cars can be judged on their merits, the manufacturers are operating under the cloud of widespread recalls of pet food and toys, Lindland said.

"It used to be that Americans didn't care where things came from. Now they do," she said.

Then there's the matter of catering to Americans' desire for loaded vehicles, on top of the safety and emissions regulations.

"Doing that is not a simple task, and it means they're going to be more expensive than you might think," said David Cole, chairman of the Center for Automotive Research. "The real competition for a cheap new car is a relatively new used car with more features, and there are a lot of people who will go for the used car."

U.S. market huge

The Chinese desire to be here is understandable. Even with sales sinking to a 10-year low of 16.15 million vehicles last year, the U.S. market is nearly twice as big as that in China.                

By Rick Popely | Tribune reporter             January 17, 2008

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