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2011年別克昂科雷:迎接轉(zhuǎn)型

2011年別克昂科雷:迎接轉(zhuǎn)型

Alex Taylor III 2011-04-29
與別克系列的其他車型一樣,經(jīng)過(guò)在中國(guó)市場(chǎng)的錘煉,通用汽車公司的跨界車也具備了極高的市場(chǎng)敏感度,并且終將受益于此。

????在破產(chǎn)后重組的新通用汽車公司(General Motors),別克車?yán)^續(xù)上演著灰姑娘的故事。而且,在這篇童話中,要變幻出“玻璃舞鞋”,遠(yuǎn)不只增加新車型那么簡(jiǎn)單。在美國(guó)市場(chǎng),別克被重定位為卡迪拉克(Cadillac)的奢侈品牌伴侶;而在中國(guó)市場(chǎng),又能巧妙地利用技術(shù)領(lǐng)導(dǎo)者的地位,獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。別克在一路高歌猛進(jìn)。

????上周開幕的上海汽車展上曝出了最新的數(shù)據(jù)點(diǎn):別克展示了外形亮麗、時(shí)尚的SUV概念車,該車采用碳纖維底盤,并內(nèi)置有混合動(dòng)力傳動(dòng)系統(tǒng)。雖然這款名為Envision的SUV采用外國(guó)技術(shù)規(guī)范,也就是說(shuō)它絕不會(huì)照目前的形式投產(chǎn),但是其出眾的外形,卻赫然向整個(gè)汽車世界宣告,別克已經(jīng)徹底洗心革面了。一位深受感動(dòng)的網(wǎng)絡(luò)日志作者寫道:“哇!看來(lái)有關(guān)別克已經(jīng)老掉牙的笑話開始過(guò)時(shí)了,更別說(shuō)變得完全不著邊際了。”

????2011年,別克更是捷報(bào)頻傳:今年晚些時(shí)候,經(jīng)銷商將開始銷售緊湊型的Verano。這款車以雪佛蘭科魯茲(Chevrolet Cruze)為基礎(chǔ),通用汽車設(shè)在中國(guó)的分支機(jī)構(gòu)亦參與了開發(fā)。言外之意是,這款車不僅具備了能滿足中國(guó)客戶需求的高水平的生產(chǎn)工藝,而且大規(guī)模生產(chǎn)也必將產(chǎn)生更為豐厚的利潤(rùn)。

????Verano是別克系列中以價(jià)格取勝的產(chǎn)品。有了它的加盟,別克已然異常強(qiáng)勁的美國(guó)市場(chǎng)銷量勢(shì)必會(huì)如虎添翼。盡管只有四款車型,2011年第一季度,Verano的銷量已經(jīng)增加了39%,開始攆上一蹶不振的雷克薩斯(Lexus)。

????昂科雷七座跨界車于2007年問(wèn)世,現(xiàn)在已是別克系列中最老的車型,已到了更新?lián)Q代的時(shí)候。鑒于其上市已有四年之久,你很可能以為它會(huì)拖整個(gè)別克系列銷售的后腿,但是事實(shí)剛好相反。這款整整四年前推向市場(chǎng)的車型,可謂欲老彌堅(jiān),2010年,它還創(chuàng)下了新的銷售記錄,而且本年度迄今為止,其業(yè)績(jī)更好于去年。一款產(chǎn)品在其“晚年”實(shí)現(xiàn)如此出色的業(yè)績(jī),對(duì)產(chǎn)品規(guī)劃師和開發(fā)工程師而言,無(wú)疑是最好的宣傳。

????昂科雷基于成功的Lamda平臺(tái),被視為重振別克品牌的車型。在它之前的朗迪(Rendezvous)、Ranier、和Terraza等多用途運(yùn)載車因業(yè)績(jī)不佳已為人們所遺忘。昂科雷甫一問(wèn)世,即一掃上述幾個(gè)系列的市場(chǎng)陰影,獲得了巨大成功。該系列奪目的外形設(shè)計(jì),超大輪眉,看似舷窗的通風(fēng)口,再加之顯眼的護(hù)柵,雖然看似怪異,但贏得了廣泛的青睞。

????美中不足的是:體重過(guò)大,有4,780磅之巨。如此一來(lái),雖然該系列搭載3.6升V-6發(fā)動(dòng)機(jī),其油耗(每加侖汽油行駛的里程)仍然顯得成績(jī)平平:16英里/加侖(城市),22英里/加侖(公路)。相較之下,本田(Honda)奧德賽(Odyssey)小貨車同樣可以搭乘7人,但要輕近700磅,油耗為19英里/加侖(城市),28英里/加侖(公路)。

????但是,有其弊必有其利,雖然體重過(guò)大,卻有利于行駛平穩(wěn),并且確保行車時(shí)車內(nèi)沒(méi)有噪音,凸顯了別克的特征。按照通用汽車最新的產(chǎn)品定位,別克是“平易近人的”高質(zhì)量產(chǎn)品,而與卡迪拉克鋒芒畢露、極度張揚(yáng)的風(fēng)格形成了鮮明的對(duì)照。我此次的測(cè)試用車標(biāo)價(jià)近5萬(wàn)美元,這輛亮咖啡色昂科雷完全能滿足高端用戶的需求。該車的標(biāo)價(jià)比制造商建議零售價(jià)(MSRP)的起步價(jià)高出4,885美元,原因在于它多了電動(dòng)天窗、采用20英寸的鋁制車輪并且加裝了DVD音響系統(tǒng)。

????在昂科雷內(nèi)部,儀表盤及其周邊設(shè)計(jì)頗具品味,而且木紋裝潢材料的使用也恰到好處。此外,與新款別克車不同,昂科雷內(nèi)的各類開關(guān)與控制桿表面均未鍍鉻,雖然這樣簡(jiǎn)樸的設(shè)計(jì)看似有點(diǎn)過(guò)時(shí),但實(shí)乃幸事一樁。在周末假日,開著昂科雷跑上500多英里,純屬小菜一碟。但是,由于采用懸架設(shè)計(jì),在駛過(guò)崎嶇不平的路面或者急轉(zhuǎn)彎時(shí),平穩(wěn)地駕駛汽車絕非易事,因而可能更適合年長(zhǎng)者。由于油價(jià)已經(jīng)攀升到4.25美元/加侖,即使搭載3.6升V6發(fā)動(dòng)機(jī),也省不了多少錢。

????在位于底特律郊區(qū)的通用汽車公司設(shè)計(jì)中心轉(zhuǎn)上一圈,你便會(huì)發(fā)現(xiàn),眼下昂科雷正在進(jìn)行中期轉(zhuǎn)型。自2008年起,昂科雷汽車開始出口到中國(guó)。與別克品牌的其他車型一樣,經(jīng)過(guò)中國(guó)市場(chǎng)的錘煉,昂科雷也培養(yǎng)了極高的市場(chǎng)敏感度,并且最終很可能會(huì)受益于此。現(xiàn)在,美國(guó)市場(chǎng)對(duì)不斷攀升的油價(jià)異常敏感,為此,通用汽車制定了減重計(jì)劃。但這一計(jì)劃看來(lái)又得推遲了。

????譯者:大海

????The Cinderella story at the new General Motors continues to be Buick -- and this fairy tale has more glass slippers than simply a supply of new models. Repositioned as the luxury brand partner of Cadillac in the U.S. and smartly leveraging its status as a technology leader in China, Buick is piling triumph upon triumph.

????Last week's opening of the Shanghai auto show provided the latest data point as Buick revealed a strikingly styled SUV concept with a carbon-fiber chassis and a plug-in hybrid powertrain. Named the Envision, the SUV's exotic specifications mean it would never see production in its current form, but its appearance sends a clear message to the rest of the auto world that Buick is not to be messed with any longer. Wrote one impressed blogger: "Wow, the Buick and age jokes are getting old, not to mention irrelevant."

????Better Buick news for 2011 is still to come: The compact Verano reaches dealers later this year. Based on the Chevrolet Cruze, the Verano was developed in partnership with GM's China operations. That means it will not only display the high levels of craftsmanship that Chinese customers demand, it will also benefit from the richer profit margins that come from higher production volume.

????As the price leader in the Buick lineup, Verano will put a supercharger behind Buick's already robust U.S. sales results. For the first three months for 2011, its volume is up 39%, despite a lineup of only four models, and it is nipping at the heels of slumping Lexus.

????The Enclave seven passenger crossover, introduced in 2007, is now the oldest car in the Buick lineup and due for a makeover. Given its age, you would expect it to be a big drag on results, yet the opposite is true. Launched exactly four years ago, the Enclave has gotten stronger as it gets older; 2010 was a record year, and its sales so far in 2011 are even better. That's the kind of late-in-life performance that can produce promotions for product planners and development engineers.

????The Enclave is considered the vehicle that ignited the Buick revival. Based on the successful Lamda platform, it swept away earlier efforts at utility vehicles that bore such forgettable names as Rendezvous, Ranier, and Terraza. The Enclave's voluptuous styling with its oversize fender arches, porthole-like hood markings, and prominent waterfall grille bordered on the baroque but attracted favorable attention.

????Less applauded was its excessive weight – 4,780 pounds -- which produced mediocre gas mileage: 16 miles per gallon city/22 mpg highway with a 3.6 liter V-6. By comparison, a Honda Odyssey minivan, which can also carry seven passengers, weighs about 700 pounds less and gets 19 mpg city/28 highway.

????All that additional mass, however, contributes to a quiet interior and smooth ride, which reinforces Buick's identity. In GM's new product positioning, Buick moves up to full top-shelf status as the "approachable" brand in contrast to Cadillac's edgy attitude and performance bent. With an as-tested price of nearly $50,000, my Cocoa Metallic Enclave test car certainly reflected upscale aspirations. The sticker reflected a $4,885 bump from the base MSRP due to the power sunroof, 20" aluminum wheels, and DVD system.

????Inside, the instrument panel and surroundings were tastefully designed, just barely avoiding excessive use of wood-grained trim. Likewise, the center stack of switches and controls was blessedly lacking the chrome-finished accents festooned on newer Buicks, though their plain design seemed a bit dated.

????Over the road, the Enclave processed more than 500 miles of holiday-weekend driving without a snarl. The suspension though, seemed tuned for older passengers, which made it a handful on random bumps and tighter-radius curves. And the 3.6 liter-V6 provided little relief from $4.25 per gallon gasoline.

????The Enclave is due for a mid-cycle freshening, as a recent tour through the GM design center outside Detroit confirmed. Like other Buicks, it will likely benefit from a refined sensibility learned from China, to which Enclaves have been exported since 2008. A weight-reduction program, reflecting an American sensitivity to higher gas prices, will have to wait.

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