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福特公司最終拋棄小型車(chē)了嗎?

福特公司最終拋棄小型車(chē)了嗎?

Doron Levin 2011-03-28
新款“福克斯”是福特公司已在歐洲銷(xiāo)售多年的一款小型車(chē)的改款。

????要了解福特公司(Ford)是否已擺脫昔日糟糕光景的最新情況,請(qǐng)?jiān)囻{一下2011款福特??怂梗瑴?zhǔn)備好感受令人愉悅的驚喜吧。

????兩年前福特公司才勉強(qiáng)躲過(guò)破產(chǎn)危機(jī),本周,在位于密歇根州韋恩市由卡車(chē)工廠改造而來(lái)的工廠里,它開(kāi)始生產(chǎn)新款緊湊型轎車(chē)。本田思域(Honda Civic)和雪佛蘭科魯茲(Chevrolet Cruze)是這一新款車(chē)型的直接競(jìng)爭(zhēng)者,而它很可能會(huì)是福特公司在美國(guó)賣(mài)得最好的小型車(chē)。

????最起碼,這款福克斯有別于福特公司的Escort, Topaze 和很久以前的Contour 。

????跟其所替代的上一代??怂瓜啾?,新款??怂褂辛藰O大的提升。消費(fèi)者對(duì)上一代??怂古d趣索然無(wú)可厚非,而現(xiàn)在他們會(huì)發(fā)現(xiàn),新款真是煥然一新。這輛車(chē)外形俊美,車(chē)身鋼板接合得工藝精良,感覺(jué)十分堅(jiān)實(shí)。

????在共計(jì)三天的市內(nèi)和高速公路試駕后,我所駕駛的??怂鬼斉溻伆妫═itanium version)行駛里程約為250英里。這一版與全系車(chē)型裝配的都是排量2.0的四缸引擎。試駕車(chē)型的變速器為六速自動(dòng)檔,包括了幾種電子選配設(shè)備,如語(yǔ)音激活巡航系統(tǒng)。MyFord Touch觸摸屏和福特同步娛樂(lè)信息系統(tǒng)配合得天衣無(wú)縫。

????有一次??怂沟暮笠曠R倒車(chē)攝像頭在系統(tǒng)重啟時(shí)畫(huà)面僵住了——不過(guò),嘿,誰(shuí)的電腦又能從不死機(jī)呢?

????這輛車(chē)的操控、剎車(chē)和彎道表現(xiàn)都可圈可點(diǎn),雖然談不上馬力強(qiáng)勁,但其加速性能在高速公路上也足以讓駕駛者信心十足了。而且,??怂姑考觼銎骄旭偫锍坛^(guò)30英里,在油價(jià)接近每加侖4美元的今天,為了燃油效率犧牲點(diǎn)馬力也算是公平。

????配置良好的鈦版福克斯標(biāo)價(jià)約25,000美元。高配??怂共豢芍^不貴,但它看上去及感受上都像是一款高級(jí)車(chē),車(chē)上的眾多配置,如真皮座椅和一鍵式啟動(dòng)按鈕,都是一般在豪華車(chē)上才能見(jiàn)到的。(而配有五速手動(dòng)變速器的入門(mén)版起價(jià)還不到17,000美元。)

????福特公司的發(fā)言人賽德?迪普表示:“出于高油價(jià)和環(huán)保的考慮,很多購(gòu)車(chē)人都開(kāi)始考慮小型車(chē)。他們希望獲得,也應(yīng)該得到在大型車(chē)上才有的配置?!?/p>

????奇怪的是,福特公司為歐洲消費(fèi)者生產(chǎn)高品質(zhì)、頗受認(rèn)可的小型車(chē)已頗有時(shí)日,但在美國(guó)生產(chǎn)的卻是更廉價(jià)、更低端的版本。這一戰(zhàn)略不僅將美國(guó)市場(chǎng)的份額拱手讓給了豐田公司(Toyota)和其他廠商,還使福特公司不得不在歐美兩地建立起獨(dú)立的營(yíng)銷(xiāo)、工程和生產(chǎn)架構(gòu)。

????2006年上任以來(lái),福特公司首席執(zhí)行官艾倫?穆拉利就將“一個(gè)福特”(One Ford)標(biāo)榜為公司的信條,并著手整合產(chǎn)品研發(fā)工作。此前,福特公司曾嘗試推出“世界”車(chē),但最后以失敗告終。

????福特的廣告公司Team Detroit為??怂拱l(fā)起了全球性的營(yíng)銷(xiāo)推廣活動(dòng),采用社交媒體在新車(chē)上市前吸引人們的關(guān)注。

????Team Detroit的執(zhí)行副總裁保羅?韋恩說(shuō):“我們選擇了40家社交媒體,給每家一臺(tái)福克斯在西班牙的一條試駕道路上測(cè)試。”測(cè)試的視頻通過(guò)Facebook,Twitter和其他社交媒體平臺(tái)廣為發(fā)布。

????今后,福特公司在研發(fā)新車(chē)型及開(kāi)展?fàn)I銷(xiāo)時(shí),將充分利用其全球化的規(guī)模經(jīng)濟(jì)布局。??怂故欠衲芰餍虚_(kāi)來(lái)還有待觀察,但其試駕視頻獲得的觀看次數(shù)和好評(píng),表明該款新車(chē)的初露鋒芒頗受肯定。

????如果??怂鼓苴A得一些重要獎(jiǎng)項(xiàng),請(qǐng)一定記得這離不開(kāi)YouTube給予支持的功勞。

????譯者:清遠(yuǎn)

????For a fresh clue about whether Ford has left its bad old days in the dust, take a test drive in the 2011 Ford Focus and be prepared for a pleasant surprise.

????Ford, which narrowly avoided bankruptcy two years ago, this week kicked off production of its new compact car in a converted truck factory in Wayne, Michigan. The new model, which competes directly against models like the Honda Civic and Chevrolet Cruze, is likely the best small car Ford ever has sold in the U.S.

????At a minimum, this Focus is a refreshing departure from Ford's Escorts, Topazes and Contours of yore.

????The new Focus is a dramatic improvement over the Focus it replaces. Shoppers who were justifiably unimpressed with the previous version could find the new one a departure. The exterior is handsome, the sheet metal fit craftsmanlike, the feel solid.

????Over three days of city and highway driving, I covered about 250 miles in the Focus's top-of-the-line Titanium version, equipped (as all versions are) with a two-liter four cylinder engine. The test model, with six-speed automatic transmission, included several electronic options, such as voice-activated navigation. The MyFord Touch touchscreen and Ford Sync infotainment system generally worked well.

????On one occasion Focus's rear-view backup camera was frozen on screen while the system rebooted -- but, hey, who owns a computer that never has crashed?

????The vehicle handled, braked and cornered competently, and although it couldn't be described as powerful, the acceleration certainly was sufficient to impart a feeling of confidence on the freeway. Focus averaged more than 30 miles per gallon, which is a fair trade-off for excess horsepower at a time when gas prices are approaching $4 a gallon.

????Sticker price for the well-equipped Titanium is about $25,000. The high-end Focus isn't inexpensive, yet it feels and looks like a premium car, with lots of amenities like leather upholstery and push-button start that buyers would expect to see in a luxury car. (The entry-level version, with a five-speed manual transmission, starts at just under $17,000.)

????"Lots of shoppers are moving to smaller vehicles because of gasoline prices and for reasons of conservation," said Said Deep, a Ford spokesman. "They expect, and should get, the same kinds of features they had in the bigger vehicles they're trading in."

????Oddly, Ford has manufactured high-quality, well-regarded small cars for European customers for some time, choosing to build cheaper, flimsier versions for the U.S. That strategy not only handed share of the U.S. market to Toyota and others, it required Ford to have separate marketing, engineering and manufacturing organizations for each continent.

????Alan Mulally, Ford's CEO, declared "One Ford" as the company's credo after taking over in 2006 and set about harmonizing product development. Ford had tried for "world" cars before and failed.

????Ford's advertising agency, Team Detroit, undertook a global marketing campaign for Focus, using social media to build awareness prior to the launch.

????"We selected 40 social media practitioners and gave them each a Focus to test at a test track in Spain," said Paul Venn, executive vice president of Team Detroit, Ford's advertising agency. The videos were distributed via Facebook, Twitter and other social media platforms.

????Henceforth, Ford will take advantage of global economies of scale when developing new vehicles and marketing them. Time will tell whether Focus catches on, but early reviews suggest that the model's buzz is positive, given the number of views and the tenor of comments from videos shot on the test drive.

????If Focus wins some important awards, be sure to credit YouTube with an assist.

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