????道奇達(dá)特在功能配置上打算向?qū)汃R（BMW）的時(shí)尚品牌Mini取經(jīng)。它計(jì)劃向顧客提供高達(dá)10萬(wàn)種設(shè)備、顏色和功能的配置組合，而不是像大多數(shù)競(jìng)爭(zhēng)車型一樣只提供幾款標(biāo)準(zhǔn)車型配置。也就是說(shuō)消費(fèi)者如果打算對(duì)自己的愛(ài)車進(jìn)行定制的話，他們可能得等上四到六周的時(shí)間，讓廠方根據(jù)訂單把車配好，然后從伊利諾伊州的貝爾維迪爾工廠運(yùn)到經(jīng)銷店里。布拉格曼就此指出：“為了簡(jiǎn)化生產(chǎn)流程，提高生產(chǎn)速度，汽車廠商的車型配置一般都比較有限。但道奇并不擔(dān)心這個(gè)問(wèn)題，它希望脫穎而出。”

????克萊斯勒非?？春玫榔娴那熬?。道奇品牌總監(jiān)理查德?考克斯表示：“緊湊車市場(chǎng)上的每款車型都具有較好的燃油經(jīng)濟(jì)性，我們必須在許多方面都具有競(jìng)爭(zhēng)力。過(guò)去我們的競(jìng)爭(zhēng)力不夠，但我們認(rèn)為現(xiàn)在達(dá)特給消費(fèi)者提供了新的選擇。”至于為消費(fèi)者提供大量定制配置所需的物流問(wèn)題，他補(bǔ)充說(shuō)：“菲亞特在歐洲早就這樣做了。”

????道奇達(dá)特的銷量應(yīng)該會(huì)受益于美國(guó)汽車市場(chǎng)的回暖。今年四月美國(guó)車市銷量年增幅按季節(jié)調(diào)整后有望達(dá)到五年來(lái)的最高水平。此外分析人士普遍認(rèn)為美國(guó)車市還會(huì)繼續(xù)看漲。今年美國(guó)車市每個(gè)月的銷售額都超過(guò)了權(quán)威購(gòu)車網(wǎng)站Edmunds.com的預(yù)期。而且該網(wǎng)站的分析師還認(rèn)為，克萊斯勒的銷售額有望比去年上漲33.8%。

????當(dāng)然，道奇達(dá)特不可避免地會(huì)遇到一些挑戰(zhàn)。在這個(gè)市場(chǎng)區(qū)間，幾乎每個(gè)主要汽車廠商旗下都有幾款非常有競(jìng)爭(zhēng)力的小型車。另外克萊斯勒的財(cái)務(wù)狀況也頗為吃緊，雖說(shuō)它最近可能賺了不少錢，但對(duì)于菲亞特-克萊斯勒這樣一個(gè)全球戰(zhàn)略聯(lián)盟來(lái)說(shuō)，尚不足以彌補(bǔ)研發(fā)新車型和昂貴的新技術(shù)所需的開(kāi)銷。大多數(shù)分析師都認(rèn)為克萊斯勒和菲亞特需要繼續(xù)擴(kuò)大規(guī)模，他們可能會(huì)通過(guò)拉攏另一個(gè)戰(zhàn)略伙伴來(lái)實(shí)現(xiàn)這個(gè)目標(biāo)。達(dá)特的銷量如果樂(lè)觀，克萊斯勒的財(cái)務(wù)基礎(chǔ)會(huì)進(jìn)一步得到夯實(shí)。另外他們也能以此證明菲亞特-克萊斯勒是一家具有可持續(xù)發(fā)展前景的企業(yè)，讓其它規(guī)模較小、勢(shì)單力薄的車企產(chǎn)生加盟的念頭。

????譯者：樸成奎

????Chrysler intends to distinguish the Dart by taking a page from the likes of BMW's posh Mini brand. It plans to offer customers a vast choice of options and up to 100,000 equipment, colors and feature combinations, instead of a few standard packages, the norm with most competitive vehicles. Buyers who choose to customize their vehicles could wait four to six weeks until the vehicle is built and shipped from Chrysler's Belvidere, Illinois assembly plant. "Automakers generally have limited choice in order to streamline production and build more vehicles faster," notes Bragman. "Dodge isn't worried about that, it wants to stand out."

????The company is bullish on the Dart's prospects. "Everyone in the segment is fuel-efficient, we've got to be competitive in many ways," says Richard Cox, Dodge's brand director. "We've haven't been competitive enough in the past, we think we're giving consumers another choice with the Dart." He adds that logistics of providing mass customization to consumers "is something Fiat already was doing in Europe."

????Chrysler's newest Dodge should benefit from an improving U.S. automotive market. April sales in the U.S. are expected to come in at the highest seasonally adjusted annual rate in five years. What's more, analysts expect the market to continue making progress. Year-to-date sales have beat car-buying site Edmunds.com's estimates every month so far. And, the site's analysts expect Chrysler sales to be up 33.8%, year over year.

????There are challenges, not the least of which are a crop of very competitive small cars from nearly every major automaker. Even Chrysler's financials highlight the automaker's quandary: it is on pace to earn an impressive sum but not one sufficient for a global alliance to develop new vehicles and keep up with costly technology. Chrysler and Fiat need larger scale, most analysts agree, which it could get with another partner. Plenty of Dart sales will further boost Chrysler's balance sheet. They could also show that Chrysler Fiat can be a sustainable enterprise, one with which other automakers – also too small to stand alone – might want to join forces.