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2015將是“本田之年”?

2015將是“本田之年”?

Doron Levin 2015年01月21日
表現(xiàn)欠佳的2014年剛過(guò),本田就宣布2015年將是“本田之年”。該公司打算怎么做以重回正軌?2015年,本田將開始銷售首款飛機(jī)——HA-420本田噴氣機(jī),還將攜一款全新的賽車重返一級(jí)F1賽道。但真正的重磅力作可能是謳歌NSX,本田希望借這款油電混合超級(jí)汽車再度彰顯其技術(shù)致勝的美譽(yù)。
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????謳歌量產(chǎn)車型NSX諜照

????無(wú)論從哪個(gè)角度看,2014年都是本田汽車公司寧愿忘卻或掩蓋的一年,看看本田為2015年提出的宏大口號(hào)——“本田之年”就知道了。

????2015年,本田將開始銷售用于民航業(yè)的首款飛機(jī)——HA-420本田噴氣機(jī),以及一款全新的氫燃料電池汽車FCV。該公司還將攜一款全新的賽車重返F1方程式賽道。真正的重磅力作可能是謳歌NSX,這是一款將少量投產(chǎn)并銷售的油電混合超級(jí)汽車。

????本田公司希望NSX將再度彰顯其技術(shù)致勝的美譽(yù),也希望NSX能提升本田作為高端汽車和卡車制造商的品牌形象。去年美國(guó)汽車市場(chǎng)銷售增長(zhǎng)5.9%,但本田在美銷量?jī)H微增1%——這意味著該公司失去了一部分市場(chǎng)份額,最重要的是,本田在與其兩大主要對(duì)手豐田和日產(chǎn)的角逐中落于下風(fēng)。

????作為本田的高端品牌,謳歌去年共售出167,843輛,同比微增1.5%。而在美國(guó)這一備受豪華車品牌青睞的市場(chǎng)上,豐田的高端品牌雷克薩斯銷量增幅為13.7%,寶馬增幅為9.8%,奧迪增幅為15.2%,梅賽德斯-奔馳增幅為6.5%。

????1月,因本田未按要求向美國(guó)國(guó)家公路交通安全管理局匯報(bào)各類車輛上發(fā)生的1700多起傷亡事故,美國(guó)政府向該公司開具7000萬(wàn)美元的高額罰單。

????本田執(zhí)行副總裁里克?斯考斯特克在一項(xiàng)聲明中表示:“我們已經(jīng)解決了這一問(wèn)題。本田已經(jīng)在早期預(yù)警報(bào)告中采取了一些重大舉措來(lái)解決過(guò)去的缺陷問(wèn)題,現(xiàn)在我們將更進(jìn)一步,加強(qiáng)這些舉措。我們將繼續(xù)與國(guó)家公路交通安全管理局充分合作,提高透明度,改進(jìn)報(bào)告工作?!?/p>

????本田的幸運(yùn)之處在于,它在美國(guó)的客戶對(duì)其擁有深厚的好感和忠誠(chéng)度,還因?yàn)閮?yōu)質(zhì)低價(jià)的極高性價(jià)比受到第三方評(píng)測(cè)機(jī)構(gòu)的好評(píng)。不過(guò),因安全氣囊爆開后碎片四濺傷及乘客這一產(chǎn)品缺陷導(dǎo)致的爭(zhēng)議,在一定程度上削弱了這個(gè)客戶基礎(chǔ)。

????本田已在美國(guó)召回了1000多萬(wàn)輛汽車,修復(fù)其安全氣囊一項(xiàng)潛在的致命缺陷。這種氣囊由日本供應(yīng)商高田公司制造,其充氣裝置在發(fā)生車禍時(shí)會(huì)突然爆裂,濺出金屬碎片傷及乘客。本田已確認(rèn)有三起死亡和48起受傷事件與這一問(wèn)題有關(guān)。

????投資者也關(guān)注到了本田的這一困境。盡管在席卷全球的金融危機(jī)中,本田是全球少數(shù)幾家能獨(dú)善其身、避免嚴(yán)重虧損的汽車廠商之一,但在過(guò)去幾年中,其普通股股價(jià)下跌了17.2%,而同期日經(jīng)225指數(shù)卻上漲了7.4%,豐田汽車的股價(jià)也上漲了19.5%。

????一位本田高管私下里將該公司的很多問(wèn)題歸咎于“運(yùn)氣不好”,而不是內(nèi)部管理不當(dāng)或有意失職。也許確實(shí)如此。不過(guò)本田管理層確實(shí)應(yīng)該認(rèn)真反省,反復(fù)自查,并控制好其管理系統(tǒng)和生產(chǎn)流程,確保客戶好感度不再每況愈下。(財(cái)富中文網(wǎng))

????譯者:清遠(yuǎn)

????審校:任文科

????By more than one measure, 2014 is a year the Honda Motor Co. would prefer to forget or to obscure, reflected in a roundabout way by its grand slogan for 2015, “The Year of Honda.”

????It will be a year when the automaker begins selling its first airplane, the HA-420 Hondajet for general aviation, as well as a new hydrogen fuel-cell vehicle, the FCV. Honda will return to the Formula One circuit with a new race car. The cherry on top may be Acura NSX, a gas-electric hybrid supercar that will be built and sold in low volume.

????Honda hopes NSX will burnish its reputational halo for technical expertise. The automaker also wants NSX to help boost Acura’s brand image as a maker of premium cars and trucks. Last year, Honda’s U.S. sales rose 1% against a market that increased by 5.9% – resulting a loss of market share, most importantly, lost ground against its two main rivals, Toyota and Nissan.

????As a brand, Acura sold 167,843 cars and trucks last year, a 1.5% increase. Lexus, Toyota’s premium brand, was up 13.7%; BMW was up 9.8%, Audi was up 15.2% and Mercedes-Benz was up 6.5% in a U.S. market that was very favorable for luxury vehicle manufacturers.

????On January the U.S. government levied a $70 million fine on Honda for failing to disclose, as required, more than 1,700 deaths and injuries in its vehicles to the National Highway Traffic Administration (NHTSA).

????“We have resolved this matter and will move forward to build on the important actions Honda has already taken to address our past shortcomings in early warning reporting,” said RickSchostek, Honda executive vice president, in a statement. “We continue to fully cooperate with NHTSA to achieve greater transparency and to further enhance our reporting practices.”

????Fortunately for Honda, it benefits from a deep reservoir of customer goodwill and loyalty in the U.S., as well as a reputation for building high-quality vehicles that are rated highly by objective third parties for their low cost of ownership. The reservoir was drained somewhat by a product defect controversy resulting from airbag deployments that scattered shrapnel on its victims.

????Honda has recalled more than 10 million vehicles in the U.S. to fix a potentially fatal defect in air bags made by Japanese supplier, Takata. The air bag inflators can rupture after a crash and injure occupants with shards of metal. Honda has confirmed three deaths and 48 injuries in connection with such incidents.

????Investors have noticed Honda’s troubles. The automaker was one of the very few worldwide to avoid deep losses during the global financial crisis. Still, its common shares are down 17.2% over the past year, while the Nikkei 225 Index is up 7.4% and Toyota Motor shares are up 19.5%.

????A Honda executive privately attributed much of its troubles on “bad luck,” as opposed to shoddy business practices or deliberate misbehavior on anyone’s part. Perhaps. The company’s leadership is certain to check, double-check and lock down its systems and processes to ensure the level sinks no lower on its reservoir of good will.

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