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空客在美設廠正面對撼波音

空客在美設廠正面對撼波音

Cyrus Sanati 2012-07-03
空客公司在美國設廠,搖身一變成為一家美國公司,極大地削弱了波音的主場優(yōu)勢。這步棋將有助于這個歐洲飛機制造巨頭在民用飛機領域的競爭,同時嚴重威脅波音公司在美國軍火市場的壟斷地位。歐美兩大飛機制造巨頭對美國市場的競爭全面升級。

????最大的競爭對手在自家后院設廠可能會讓波音感到“很受傷”,不過從經(jīng)濟上看,這也不是什么大不了的事。畢竟波音已經(jīng)失去了這些美國訂單,所以這些飛機究竟是在美國還是在法國生產(chǎn),也就無所謂了。

????波音真正應該擔心的是,EADS可能可利用空客的擴張,加強對華盛頓的影響力。畢竟說到底,雖然民用航空對兩家公司也很重要,但更重要的是國防和航天業(yè)務。對于波音來說,它的兩種業(yè)務基本貢獻了相等的收入和利潤。而EADS的國防和航天業(yè)務卻貢獻了總收入和利潤的三分之二,只有另外三分之一是來自空客的民航業(yè)務收入。

????波音和美國其他的軍火承包商之所以能主宰美國的軍火市場主要是因為他們與國會的軍火商利益代表保持著緊密的關系。EADS也對美國國會進行游說,推動軍火合同,但它有一個致命的缺點——它在美國缺乏一個大型的生產(chǎn)實體。波音和美國其它軍火承包商把大多數(shù)生產(chǎn)放在國內(nèi)進行,因此支持這些軍火合同就是支持為美國創(chuàng)造工作機會。

????于是EADS也變聰明了,它意識到,如果想在美國擴張市場,就必須把生產(chǎn)設施遷移到美國。因此,EADS2004年在密西西比為其歐洲的直升機部門開設了一家組裝工廠后,該公司在美國攻擊直升機市場上的份額翻了一番。

????在直升機領域取得勝利后,EADS又在另一個領域?qū)Σㄒ舭l(fā)起挑戰(zhàn)——這回是一張400億美元的美軍空中加油機訂單。EADS承諾將在莫比爾的新工廠生產(chǎn)這些加油機,可問題是當時這個工廠還沒立建立起來。但波音的工廠是現(xiàn)成的,波音計劃把產(chǎn)品線中的一款民航飛機改裝成空中加油機。經(jīng)過好幾年的角力,EADS最終敗北,并且損失了數(shù)億美元。

????在加油機合同中輸給波音的經(jīng)歷可謂十分慘痛,換做其他公司,經(jīng)歷了這樣的失敗可能就直接放棄,打道回府了。但EADS是個百折不撓的競爭對手。它知道,它的軍用和民用飛機業(yè)務要想有所突破,就必須在美國擴大自己的市場份額。

????但光是口頭承諾開設工廠還不夠——這個工廠必須真正建立起來。把一份合同交給一個已經(jīng)投產(chǎn)的工廠,保住幾千人的工作,這在政治上的說服力遠遠高于把合同交給一個還沒建成、或者還沒招到工人的工廠。

????通過在美國成立一家功能完備的生產(chǎn)工廠,雇傭數(shù)以千計的美國工人,EADS搖身一變,也成了一家“美國”工廠。下一次與波音競爭政府合同時,它的機會就會大得多。消除了波音的“地利”優(yōu)勢,再加上對華盛頓的戰(zhàn)略游說,EADS的競爭地位將大大改善。波音也要小心應對,否則很快它就會發(fā)現(xiàn),自己在兩大主要業(yè)務領域上都將處于守勢。

????譯者:樸成奎

????But while it may bruise Boeing's ego to have its biggest commercial aircraft competitor roll out new planes in its own backyard, it isn't that big of deal, financially speaking. After all, Boeing already lost those American orders, so it really doesn't matter if the planes are constructed in Mobile or in Toulouse.

????What Boeing should be worried about is EADS using this Airbus expansion to augment its influence in Washington. After all, while commercial aircraft is important for the two companies, their defense and space business is almost as, or even more important to their respective bottom lines. For Boeing, its revenues and profits are split nearly equally between the two business lines, while at EADS defense and space makes up two-thirds of its revenues and profits, with the other third coming from Airbus.

????Boeing and the other US defense subcontractors have been able to maintain their dominance over the US market by maintaining very close relations with their representatives in Congress. EADS also lobbies Congress and pushes for contracts, but it always had one fatal flaw – it didn't maintain a big manufacturing presence in the US. Boeing and other US subcontractors kept the bulk of their manufacturing at home, so a vote for them was a vote for US jobs.

????EADS got smart and realized that if it wanted to gain a bigger presence in the US it had to relocate its production facilities to the states. When it opened up an assembly plant for its Eurocopter helicopter division in Mississippi in 2004, EADS saw its US market share of attack helicopters double.

????High off its Eurocopter victory, EADS later challenged Boeing for a $40 billion contract to build refueling tanker aircraft for the US military. EADS promised to build its tanker in Mobile, but it hadn't built the facilities yet. Meanwhile, Boeing's facilities were already built - it planned to use a modified version of one of its commercial aircraft to do the job. After years of back and forth, EADS ultimately lost out to Boeing in a multi-year drama that cost the company hundreds of millions of dollars.

????The grueling experience competing with Boeing over the tanker contract would have been enough for most companies to simply give up and run back home. But EADS is a tough competitor. It knows that if it wants to push the needle in both it's commercial and defense businesses it has to build its market share in US.

????But promising to build a facility doesn't seem to be good enough -- it needs to built. The political drive to save thousands of jobs by handing a new contract to a facility that is already humming is far more powerful than handing the contract to a facility that has yet to be built or staffed.

????By establishing a full manufacturing plant now and employing thousands of American workers, EADS is setting itself up to be as "American" as Boeing the next time it chooses to bid on another government contract. Wiping out the national champion advantage, along with some strategic lobbying in Washington, should effectively level the playing field for EADS. Boeing would be wise to step up its game as it could soon find itself on the defensive on both of its main business lines.

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