????數(shù)百萬吃飽了火雞、滿心歡笑的美國人將會在這個大周末來到商場，為自己和親朋好友購買UGG雪地靴、Xbox游戲機和冰雪娃娃。

????另一個行業(yè)也逐漸開始利用黑色星期五和網(wǎng)絡星期一的商機，而通常情況下，這里看不到熱鬧的人群和跳水的價格，這個行業(yè)就是汽車業(yè)。

????感恩節(jié)前后，大量購車者會光顧汽車店。Kelly Blue Book的分析師亞歷克斯?古鐵雷斯表示，盡管黑色星期五的汽車銷量目前尚未達到美國陣亡將士紀念日和勞動節(jié)的水平，但對汽車經(jīng)銷商而言，它已迅速成為一年中最重要的周末之一。

????然而，古鐵雷斯稱，汽車打折并非都是短期活動，許多汽車廠商的“打折活動會從黑色星期五一直持續(xù)到12月底?！?/p>

????那么，是什么推動了汽車銷量在黑色星期五實現(xiàn)增長？毫無疑問，部分原因只是更多人將這個周末當作購買一切商品的好時機，而汽車業(yè)只是搭了個順風車。不過古鐵雷斯也表示，在2009年至2010年的金融危機過后，汽車業(yè)的表現(xiàn)跌至歷史最低，如今已經(jīng)開始恢復生氣。

????而另一個促使汽車銷量在黑色星期五和網(wǎng)絡星期一攀升的因素，是網(wǎng)購在購車過程中的重要性日益增加。Dealer.com是Dealertrack旗下一家為汽車經(jīng)銷商提供購買工具的網(wǎng)站。該網(wǎng)站在2013年黑色星期五前兩周的訪問量同比提高了7%。

????Dealertrack的數(shù)碼戰(zhàn)略副總裁戴夫?溫斯洛表示：“我們發(fā)現(xiàn)，這段時間的網(wǎng)站訪問量大幅增加，去年也有這個情況。”溫斯洛指出，隨著顧客們開始網(wǎng)購，他們是否在這個周末光臨了汽車店并不重要，因為他們在買車之前已經(jīng)做出了大部分決策。

????一家汽車網(wǎng)購公司在吸引黑色星期五的顧客上更進一步，公司對所有車輛都提供1,000美元的折扣。這家初創(chuàng)公司名為Carvana，它自稱是“汽車業(yè)的亞馬遜（Amazon）”。Carvana只賣二手車，所有的購買手續(xù)，包括付款在內，都在網(wǎng)上進行，汽車將于次日送至客戶處，其中沒有試駕過程。（不過公司提供送達七日內無條件全額退款。）目前，Carvana只為亞特蘭大、納什維爾和夏洛特三座城市提供服務。

????Carvana的首席執(zhí)行官歐尼?加西亞強調，他們沒有在黑色星期五之前兩周提價，然后再在活動期間降回原價。加西亞表示，許多競爭對手都會玩弄這種伎倆，但他們公司非常重視這次促銷。

????他說：“外面每家汽車經(jīng)銷商都會在黑色星期五打出一些瘋狂的活動，因為他們只是玩玩。讓顧客聽到我們的聲音真的十分困難?！?/p>

????黑色星期五真的是買車的好時機嗎？提供汽車價格追蹤服務的Truecar的執(zhí)行副總裁拉里?多米尼克表示，這也許是個不錯的時機，但顧客可以有更好的選擇。

????他表示，盡管黑色星期五的折扣不錯，但月底實際上會有更加優(yōu)厚的讓利活動。因為汽車制造商和經(jīng)銷商都希望在年底之前盡可能多地把車賣出去——如此一來，汽車廠家就能報出更多的年銷量，而經(jīng)銷商也更容易達成廠家設定的銷售目標。（財富中文網(wǎng)）

????譯者：嚴匡正

????With bellies full of turkey and hearts full of mirth, millions of Americans will head to the mall this extended weekend — to buy Ugg Boots, Xboxes and Frozen dolls for themselves and for loved ones.

????Increasingly, another industry is cashing in on Black Friday and Cyber Monday, and it’s not one you usually associate with teeming crowds and slashed prices — autos.

????Car shoppers are visiting car dealers in greater numbers around the Thanksgiving holiday. Alex Gutierrez, an analyst at Kelly Blue Book, said that while Black Friday hasn’t yet reached the level of Memorial Day or Labor Day for car sales, it’s quickly becoming one of the bigger weekends of the year for dealers.

????Granted, the deals offered on car lots aren’t always short-term, he noted. Many manufacturers are “running their Black Friday specials throughout the month of December,” he said.

????So what is driving this increase in Black Friday car shopping? Some of it, surely, is just the growing focus on the weekend as a time for all things consumerist, with cars dragged along for the ride. Gutierrez also notes that for the past year or so, the auto industry has been recovering from a historic low point that came during 2009 and 2010 in the aftermath of the credit crisis.

????The other thing driving auto sales on Black Friday and Cyber Monday is the increasing importance of online shopping to the car buying process. Dealer.com, a Dealertrack TRAK 2.02% company that sells shopping tools to auto dealers, saw a 7% increase in the total traffic during the two weeks leading up to Black Friday in 2013 compared to 2012.

????“We are seeing a major surge in traffic, and we saw it last year too,” said Dave Winslow, Dealertrack’s vice president of digital strategy. Winslow pointed out that, with customers going online to shop, it doesn’t really matter if they are actually heading to the lots this weekend, because most of the decision-making happens before they actually go to buy a car.

????One online auto company is taking things a step further in its appeals to Black Friday shoppers by offering a flat discount of $1,000 on all cars. That would be Carvana, a startup that calls itself the “Amazon of cars,” in that the cars — all used — are sold entirely online, including financing, and delivered the next day with no test drive. (The company does offer a no questions asked, full refund return within seven days of delivery.) Carvana currently operates in Atlanta, Nashville and Charlotte.

????Carvana CEO Ernie Garcia stressed that Carvana wasn’t raising prices for two weeks before Black Friday and then cutting prices back down to what they were originally. With so many of their competitors taking that tack, Garcia said the company was stressing the promotion too much.

????“Every automotive retailer out there is going to have some crazy Black Friday thing,” he said. “That’s because they’re playing games. That’s really hard for us to really get through to customers.”

????Is Black Friday really a great time to buy a car? Larry Dominique, an executive vice president at Truecar TRUE -2.00% , a service that tracks car prices, said that while it may be a good time, but shoppers can do even better.

????He said that while discounts are very good on Black Friday, they actually improve at the end of the month. This is because car makers and dealers are looking to move as many vehicles off the lot as possible before the end of the year — manufacturers so they can report the best yearly sales they can, and dealers to reach the sales goals set by the manufacturers.