汽车市场发展走向高端品牌

2014-08-26 15:55:13来源：可可英语

　　When you talked cars not long ago, chances are youtalked about the mass market brands: Mustang vs.Camaro, minivan or SUV, Toyota quality and Nissandesign. Luxury models were an afterthought, a tinyslice of the market designed for the wealthy thatwas focused on more rather than better: morewood, more leather, more chrome, more status.

　　在不久前，当人们谈论汽车的时候，多数讨论的可能是一些大众化的市场品牌，比如福特野马(Mustang)和通用科迈罗(Camaro)哪个好，买多功能休旅车还是买SUV，丰田(Toyota)的品质和日产(Nissan)的设计谁更胜一筹等等。豪华车一般不是讨论的主流。而且这个专为富裕阶层设计的细分市场往往更关注的是“多”而不是“好”：更多木料，更多皮革，更多镀铬，更显身价。

　　Now the balance is shifting. Mass manufacturers are struggling with skinny margins, shiftingloyalties, and global competitors while the makers of high-end cars seem to coast above thefray. They are accumulating record sales and building waiting lists of eager customers. Moremodels bearing luxury brands are coming to market than ever before—and at more accessibleprice points. BMW alone will bring out five new or redesigned models for 2015, including its firsttwo electrified cars. When the directors of the North American Car of the Year compiled their listof potential candidates for this year’s award, fully half were from luxury manufacturers. (Forthe purpose of this column, luxury brands include Mercedes, BMW, Audi, Porsche, Lexus,Infiniti, Jaguar, Land Rover, Cadillac, Lincoln, Volvo, Acura, and Tesla).

　　如今这个天平正在发生倾斜。大众化汽车厂商正努力解决利润变薄、品牌忠诚度转移和全球竞争加剧等问题，而高端品牌显示出了后来居上的势头。不少高端品牌都创造了创纪录的销量，而且还有很多顾客排队等着提车。豪车品牌推陈出新的力度也超过了以往，而且价格也越来越亲民。光是宝马公司(BMW)2015年就将推出5款新车或换代车型，其中包括两款首次推出的电动车型。今年的“北美年度风云车”(North American Carof the Year)大奖侯选名单中，有一半车型都来自豪华品牌。[本文中的豪华品牌包括梅塞德斯-奔驰(Mercedes)、宝马(BMW)、奥迪(Audi)、保时捷(Porsche)、雷克萨斯(Lexus)、英菲尼迪(Infiniti)、捷豹(Jaguar)、路虎(Land Rover)、凯迪拉克(Cadillac)、林肯(Lincoln)、沃尔沃(Volvo)、讴歌(Acura)和特斯拉(Tesla)。]

　　To date, the big winners have been two German makers and one Japanese. While car salesinched up a mere 1% in July, luxury car sales jumped 6%, led by Lexus, Mercedes, and BMW.This year, high-end brands have accounted for 16% of all sales growth this year, though theyrepresent just 10.8% of the overall market., according to Automotive News. Luxury car salesshould top 1.8 million cars and trucks this year and may exceed the all-time high of 1.83 millionset in 2007.

　　到目前为止，豪车市场的大赢家是两大德国厂商和一家日本厂商。虽然今年七月美国汽车销量总体只上涨了1%，但豪华车销量在以雷克萨斯、奔驰、宝马等为代表的高端品牌的推动下却跃升了6%。据《汽车新闻》(Automotive News)报道，虽然高端品牌只占到美国汽车市场总份额的10.8%，但今年高端品牌却贡献了汽车市场销量增幅的16%。2014年全年的豪车销量预计将达到180万台，甚至有可能超过2007年183万台的历史纪录。

　　Some of the surge is coming effortlessly from the easy-money, low-interest-rate economy andpig-in-the-python demographics of the aging population. “Luxury brands offer greatfinancing deals, and very attractive lease rates,” says independent analyst Warren Browne. “In addition, the age of the baby boomers supports the ‘I deserve this now that I have madesome money’ purchase rationale, and I expect this demographic effect will continue for thenext ten years.

　　高端品牌的销量激增，与美国宽松的货币政策和低利率的经济大环境有关，也与“婴儿潮”一代进入老龄化有关。独立分析师沃伦o布朗尼指出：“高端品牌会给出很划算的金融方案和非常有吸引力的租用费。另外，随着‘婴儿潮’一代人步入老年，也使他们产生了‘我既然赚了钱，就应该好好享受’的购车心态。我认为这种人口红利的影响还会持续10年。”

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