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八大問(wèn)題拷問(wèn)通用

八大問(wèn)題拷問(wèn)通用

Alex Taylor III 2013-06-27
魔鬼存在于細(xì)節(jié)之中。這句話(huà)很適合眼下的通用汽車(chē)公司。深入了解一下通用現(xiàn)在的各種小問(wèn)題就能一窺它即將面臨的大麻煩。而其中不少重大的問(wèn)題都繞不開(kāi)中國(guó),因?yàn)橹袊?guó)已經(jīng)是它最重要的市場(chǎng)之一。

????通用汽車(chē)(General Motors)在市場(chǎng)咨詢(xún)公司J.D. Power近期推出的新車(chē)質(zhì)量排行榜(J.D. Power & Associates Initial Quality Study)上力壓豐田(Toyota)、本田(Honda)和其他所有廠商,打了一個(gè)歷史性的翻身仗,這在該調(diào)查27年的歷史上尚屬首次。在通用,小事常常會(huì)變成大事,接著釀成重大問(wèn)題。而這次排名,GMC位列次席,雪佛蘭(Chevrolet)排名第五,對(duì)通用來(lái)說(shuō)真是難得的大好消息。在其他汽車(chē)企業(yè)那里,小事情通常都沒(méi)人在意,但這可是通用,就另當(dāng)別論了。

??? 最近我們對(duì)通用管理層拋出了一些大問(wèn)題。但現(xiàn)在新的發(fā)展形勢(shì)又呈現(xiàn)出新一輪的危險(xiǎn)信號(hào)。

????General Motors (GM, Fortune 500) scored an historic coup recently when it topped Toyota, Honda, and all other automakers in the J.D. Power & Associates Initial Quality Study for the first time in the 27-year history of the survey. With GMC the second-ranked brand and Chevrolet fifth, it was a rare burst of good news for the General where little things often point to larger issues that can fester into big problems. At any other auto company, minor incidents would pass without notice, but this is GM.

????Recently we posed a few big questions for the automaker's management. But now a new wave of developments are raising another round of red flags.

1.更環(huán)保的中國(guó)

????霧霾籠罩下的石家莊宣布了一項(xiàng)計(jì)劃,今年要將新車(chē)銷(xiāo)量限制在10萬(wàn)輛,而且只允許每戶(hù)家庭最多擁有兩輛車(chē)。2012年,通用及其合資企業(yè)在中國(guó)的銷(xiāo)量達(dá)到了創(chuàng)紀(jì)錄的280萬(wàn)輛,比前一年增長(zhǎng)了11.3%,并計(jì)劃到2016年前的每年都推出超過(guò)10種新車(chē)或改款車(chē)。分析師擔(dān)心,更多城市會(huì)由于日益嚴(yán)重的空氣污染而限制汽車(chē)數(shù)量的增長(zhǎng)。

????大問(wèn)題:這種現(xiàn)狀會(huì)讓通用放緩雄心勃勃的中國(guó)擴(kuò)張計(jì)劃嗎?

1. A cleaner China

????Smog-infested Shijiazhuang, China announced a plan to limit automobile sales of new vehicles to 100,000 units this year and only allow households to own at most two cars. GM and its joint ventures sold a record 2.8 million vehicles in China in 2012, up 11.3% from a year earlier, with plans to introduce more than 10 new or upgraded products each year through 2016. Analysts worry that more cities could be forced to limit the growth of automobiles due to worsening air pollution.

????The big question: Will that put a brake on your ambitious plans there?

2.中國(guó)豪車(chē)市場(chǎng)

????通用汽車(chē)的目標(biāo)是,不斷提高在中國(guó)豪車(chē)市場(chǎng)的份額,到2020年達(dá)到10%。中國(guó)豪車(chē)市場(chǎng)競(jìng)爭(zhēng)激烈,奔馳汽車(chē)公司(Mercedes)剛剛宣布要花大力氣趕上目前的市場(chǎng)領(lǐng)導(dǎo)者奧迪公司(Audi)和寶馬公司(BMW)。奔馳全新推出的S級(jí)轎車(chē)售價(jià)將近50萬(wàn)美元(沒(méi)錯(cuò),就是這個(gè)價(jià)?。钶d了各種類(lèi)似熱石按摩(hot-stone massage)這類(lèi)舒適配置,就是為了吸引中國(guó)那些荷包鼓鼓的買(mǎi)主。

????“尋找阿爾法”(Seeking Alpha,一家財(cái)富股票網(wǎng)——譯注)引述分析師稱(chēng),要實(shí)現(xiàn)這10%的目標(biāo),通用需要將凱迪拉克(Cadillac)目前約3萬(wàn)輛的年銷(xiāo)量提高到近25萬(wàn)輛——也就是增長(zhǎng)八倍!而麥肯錫公司(McKinsey)剛剛發(fā)布的一項(xiàng)研究預(yù)測(cè),到2020年前,高端車(chē)每年的銷(xiāo)售增長(zhǎng)率將僅有12%。而現(xiàn)在凱迪拉克剛剛才在上海建成第一座工廠,而且正在力爭(zhēng)年底前把經(jīng)銷(xiāo)商數(shù)量從2011年年底的69家擴(kuò)大到200家。

????大問(wèn)題:貴公司還有很長(zhǎng)的路要走。為什么要為自己設(shè)定過(guò)高的目標(biāo),讓任務(wù)更艱巨呢?

2. China luxury

????GM has set a goal of increasing its share of the China luxury automobile sales to 10% by 2020. The upscale car market in China is fiercely contested, and Mercedes has just announced a big push there to catch up with market leaders Audi and BMW. Its new S-class, which will sell for close to $500,000 (you heard right), is packed with amenities like hot-stone massage to appeal to well-heeled Chinese buyers.

????To reach 10%, according to analysts quoted by Seeking Alpha, GM will need to lift the number of Cadillacs it sells to close to 250,000 per year from a current level of around 30,000 -- an eightfold improvement! That's in the face of a McKinsey study that forecasts growth of upscale vehicles sales at just 12% a year through 2020. Cadillac is only now breaking ground on its first plant in Shanghai and is racing to boost the number of its dealers to 200 by the end of this year, from 69 at the end of 2011.

????The big question: You've got a long journey ahead. Why make it harder by setting stretch targets for yourself?

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