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梅塞德斯-奔馳意在東方

梅塞德斯-奔馳意在東方

Alex Taylor III 2011-06-24
多年來,梅賽德斯奔馳一直在努力維持其全球汽車業(yè)霸主的地位,這一即將到來的變化將對雄心勃勃的奔馳產(chǎn)生重大而深遠的影響。

????通用汽車公司(General Motors)去年經(jīng)歷了一大變化:中國超過美國,成為其全球最大的市場。梅塞德斯(Mercedes)很快會面臨同樣的變化;而且,當這一變化當真來臨時,其產(chǎn)生的影響也會深遠得多。

????作為全線產(chǎn)品汽車廠商,通用汽車銷售的車輛中,從高端的別克(Buick)到低端的、在韓國生產(chǎn)的雪佛蘭(Chevrolet)品牌微型汽車,各種價位應有盡有。在中國,該公司還銷售專為中國用戶設計的汽車,并取得了成功。

????定價方面,低端奔馳(Benz)在中國的銷售價格與高端別克持平,中端、高端產(chǎn)品的價格則要高出許多。其定價是通用汽車產(chǎn)品的數(shù)倍。此外,梅塞德斯公司在中國銷售的產(chǎn)品與世界其他地區(qū)并無任何不同,從M-class SUV(運動型多用途汽車)和SL雙座敞蓬轎車,到旗艦產(chǎn)品S-class轎車,無一例外。因此,如果梅塞德斯在中國的汽車銷量超過了德國和美國,那無異于一場震撼世界的巨變。同時也說明,中國不僅是世界上最大的汽車市場,而且也是最為富有的市場。

????本周二,戴姆勒集團(Daimler)董事會主席蔡澈在紐約對記者表示,2015年,中國將超過德國和美國,成為梅塞德斯最大的市場。

????我們沒有任何理由質(zhì)疑蔡澈的話。最近,梅塞德斯在中國的銷量增長迅猛:2010年翻了一番,達到14.84萬輛;2011年首季,又繼續(xù)增長了86%。此外,今年第一季度,其旗艦產(chǎn)品S-class汽車的銷量亦增長了25%,而且其在中國的銷量超過了其他所有國家。根據(jù)市場研究機構(gòu)J.D. Power and Associates公司的數(shù)據(jù),在中國的超豪華SUV汽車市場,梅塞德斯亦擔當著重要角色,在定價超過15.4萬美元的汽車的總銷量中,梅塞德斯即占據(jù)了19%的份額。

????增長速度如此驚人,梅塞德斯必須開足馬力才能滿足市場需求?,F(xiàn)在,每隔七天梅賽德斯就會新增一名經(jīng)銷商。

????這一巨變將如何改變梅塞德斯?蔡澈堅持認為,奔馳必須始終體現(xiàn)德國工藝與品牌價值,因為這是梅塞德斯對客戶的承諾。話雖如此,盡管中國客戶的需求可能與梅塞德斯公司的認識有所不同,但照樣會引起重視。

????現(xiàn)在,梅塞德斯已經(jīng)開始對其汽車的后座廂的大小予以特別關(guān)注,原因在于中國豪華車用戶往往自己不開車,而是擁有專職司機。而且,出于同樣的原因,該公司開始生產(chǎn)長軸距汽車,以提供較大的后座空間,讓乘客可以舒服地伸展雙腿。

????中國市場對戴姆勒公司的其他決策亦產(chǎn)生重大影響。該公司已與中國的汽車電池制造商比亞迪(BYD)聯(lián)手,生產(chǎn)專供中國市場的電動車。這家合資企業(yè)既擁有戴姆勒公司在電動車架構(gòu)方面的專業(yè)技能,又秉承了比亞迪公司對電池技術(shù)和電子驅(qū)動系統(tǒng)的深刻理解。

????此項合作立即得到了中國政府的支持,他們已定購了10萬部這種電動車。

????戴姆勒并未將其所有替代性汽車燃料的雞蛋放到電力驅(qū)動這一個籃子里。蔡澈透露,到“2015年、2016年”,梅塞德斯將推出一款燃料電池汽車。盡管過去20年里,生產(chǎn)只需灌水即可開動的氫動力燃料電池汽車始終是眾汽車廠商的夢想,但上市時間卻一拖再拖。通用汽車一直承諾,到2010年推出可銷售的樣車,但始終未能兌現(xiàn)。早在通用之前,蔡澈的前任史瑞普也曾承諾,會推出梅塞德斯燃料電池汽車2004,但這款車從未離開實驗室走向市場。

????由于氫燃料補給基礎(chǔ)設施的匱乏,這類車銷量不會太大。蔡澈希望,重新設定燃料電池汽車的推出時間會激勵其他廠商加入到制造此類車的行列中來。他說:“這類車的問題是基礎(chǔ)設施不足?!?/p>

????為了進一步擴充自己的電動車配件,戴姆勒在電動汽車廠商特斯拉汽車公司(Tesla Motors)一直占有10%的股份。蔡澈表示,梅塞德斯將在電動的Smart汽車中使用特斯拉公司的電池。

????蔡澈堅信,盡管汽車行業(yè)曾被譏為成夕陽產(chǎn)業(yè),但現(xiàn)在以其5%~6%的年度生產(chǎn)增長率,它理應被列入朝陽產(chǎn)業(yè)。而中國市場和電動車正是他堅持這一認識的兩個原因。125年前,梅塞德斯發(fā)明了汽車這一交通工具,今天其產(chǎn)品定價仍然遠高于競爭對手。蔡澈的目標是繼續(xù)保持梅塞德斯在汽車王國的霸主地位。

????譯者:大海

????For General Motors, the change came last year -- China passed the U.S. as the automaker's single largest market. For Mercedes, that time is fast approaching -- and when it does, it will be far more consequential.

????As a full-line producer, GM (GM, Fortune 500) is selling a range of vehicles, starting at the top with Buick and working its way all the way down the price scale to tiny subcompacts made in Korea and branded as Chevrolets. It succeeds in China by selling cars tailored for the Chinese.

????Pricewise, the Benz's on sale in China start where Buick stops and go up from there -- way up. They sell for multiples of what GM's cars go for. Moreover, Mercedes sells the same products in China that it does all over the globe -- from M-class SUVs and SL roadsters to flagship S-class sedans. For Mercedes to sell more of these cars to the Chinese than to the Germans or Americans would represent a seismic shift. It would certify China as not only the world's largest market -- but also its richest.

????Daimler Chairman Dieter Zetsche told reporters in New York on Tuesday that China would pass Germany and the U.S. to become Mercedes's largest market in 2015.

????There is no reason to doubt him. Mercedes's sales in China have been on fire recently, having doubled in 2010 to 148,400 and jumped another 86% in the first quarter of 2011. Sales of the flagship S-class, more of whose buyers inhabit China than in any other country, rose 25% in the first quarter. Mercedes is also a key player in China's super-luxury SUV market, with 19% of sales for vehicles costing more than $154,000, according to J.D. Power and Associates.

????With that kind of mind-boggling growth, Mercedes is scrambling to keep up with demand. It is adding as many as one new dealership every seven days.

????How will this enormous shift change things at Mercedes? Zetsche insists that Benz must always embody German engineering and brand values because that is part of the manufacturer's promise to the Mercedes customer. Yet the demands of Chinese customers that don't necessarily align with the wisdom of Stuttgart will inevitably make themselves felt.

????Mercedes is already paying more attention to the rear-seating compartment of its cars, since Chinese luxury car owners typically have drivers, rather than drive themselves. It is adding long-wheel-base models that provide more rear-seat legroom for the same reason.

????China is having a big impact on other corporate decisions as well. Daimler has joined up with Chinese battery maker BYD to build electric vehicles for the Chinese market. The joint venture will benefit from both Daimler AG's expertise in electric vehicle architecture and BYD's firm grasp on battery technology and e-drive systems.

????The deal got an immediate endorsement from the Chinese government, which has ordered 100,000 cars.

????Daimler isn't putting all its alternative fuel eggs in one basket. Zetsche revealed that Mercedes will introduce a fuel cell car by the "middle of the decade." A hydrogen-powered fuel cell car that emits only water has been the holy grail of automobile manufacturers for 20 years, but deadlines for its introduction have proved elastic. GM long promised to have a saleable prototype ready by 2010 but never delivered one. Even earlier, Zetsche's predecessor, Jurgen Schrempp, had promised a Mercedes fuel cell car 2004, and it never left the laboratory.

????Sales won't be large because little hydrogen refueling infrastructure exists. Zetsche hopes that setting a new deadline for a fuel cell car will provide an incentive for others to start building. "Infrastructure is the missing part of the equation," he says.

????Further expanding its EV options, Daimler is holding on to its 10% stake in Tesla Motors (TSLA). Zetsche says Mercedes will use Tesla batteries in the electrically-powered Smart Car.

????China and EVs are just two reasons why Zetsche believes that autos, once derided as mature, now deserve to be classified a growth industry with annual production gains of 5% to 6%. He intends for Mercedes, which invented the auto 125 years ago and still commands a substantial price premium over its rivals, to maintain its position in the automotive universe.

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