双语新闻：中国汽车品牌本土化政策适得其反

2014-05-08 13:41:44来源：可可英语

　　March sales of Chinese brand sedans fell 12 per cent year-on-year, as local automakers lost their market lead in the segment to their German rivals led by VW. “The indigenous brand policy is really dumb because all it does is cannibalise the local Chinese brands,” said Janet Lewis, head of Macquarie Securities industrials research team in Hong Kong.

　　今年3月，中国国产品牌轿车的销售量同比下跌了12%，中国本土汽车制造商的市场领导地位也被以大众(VW)为首的德国竞争对手所取代。麦格理证券(Macquarie Securities)驻香港的行业研究团队主管詹尼特•路易斯表示：“品牌本土化政策确实非常愚蠢，该政策所产生的效果只有一个，这就是蚕食国产品牌。”

　　The damage that Baojun and other joint ventures’ indigenous brands, such as Nissan and Dongfeng Motors’ Venucia, are inflicting on Chinese car companies could explain why the government does not appear to be putting much pressure on multinationals who have only done the bare minimum.

　　宝骏及其他合资企业的本土化品牌，如日产(Nissan)和东风汽车(Dongfeng Motors)的启辰，对中国汽车企业造成的打击，能够解释中国政府的举措——中国政府似乎对那些只在最低限度上实现品牌本土化跨国公司并未施加太多压力。

　　BMW’s joint venture with Brilliance Auto “rebadged” the German company’s X1 and electrified it for China’s anaemic new energy vehicle market – thus avoiding confusion with its better selling conventional cars – while Ford has yet to reveal its local contribution to the market.

　　宝马(BMW)与华晨汽车(Brilliance Auto)建立的合资企业将宝马的X1车型“重新贴牌”，并针对中国十分疲软的新能源汽车市场将该款车型做了电气化处理——这样就能避免该款车型与旗下销售状况更好的常规车型相混淆。而与此同时，福特(Ford)则尚未披露他们将在中国市场推出的本土车型。

　　“Zinoro is a brand of our joint venture here in China,” Karsten Engel, BMW’s country head, said at the Beijing car show. “It’s a brand only for China. It’s based a little bit on the BMW X1.”

　　宝马大中华区主管卡斯滕•安格(Karsten Engel)在北京车展上表示：“之诺是我们在华合资公司旗下的品牌。该款车型只在中国出售。该车型略微借鉴了宝马X1型的设计。”

　　BMW chose not to display the Zinoro at the show, instead highlighting its premium i3 electric car. “BMW’s i3 could generate interest in China,” said Bill Russo, founder of industry consultancy Synergistics. “Zinoro doesn’t have the brand panache. Even if it’s an X1 [customers] want to be able to call it what it is.”

　　宝马选择不在车展上展示之诺车型。与此相反，该公司在车展上高调展示了豪华型i3电动汽车。汽车业咨询公司Synergistics创始人罗威(Bill Russo)表示：“在中国，人们可能会对宝马的i3车型产生兴趣。之诺却没有这种品牌光环。即便之诺实际上就是X1，(客户)还是希望能够直接以X1来称呼它。”

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