汽车市场发展走向高端品牌

2014-08-26 15:55:13来源：可可英语

　　Lower-price cars make it difficult to achieve the lush profits upscale makers are used to. BMWhas margin targets of 8-10%, but that will be under pressure as the proportion of smaller,lower-margin cars like the 1- and 2-series rises to more than 40 percent of the group’s overallvehicle sales from 25-30 percent currently.

　　低价车型很难实现高端厂商以往那种丰厚的利润。宝马的利润目标是8%到10%，但对于宝马1系、2系等低利润车型来说，要实现这样的利润是有压力的。但目前，1系、2系的销量已经从宝马公司全系车型销量的25%到30%上升到了现在的40%。

　　Daimler CEO Dieter Zetsche is pushing for Mercedes to become the most profitable luxury-auto producer with a 10% margin goal, but he will have a hard time doing so by selling$30,000 CLA’s. A decade ago, Mercedes Benz transaction prices were 93% higher than theindustry average. In 2013, that number went down to 75%, according to Edmunds.com.

　　戴姆勒(Daimler)CEO迪特尔o柴奇希望推动梅塞德斯-奔驰成为业内利润率最高的豪车品牌，也就是达到10%的利润目标。但是光靠销售3万美元的CLA恐怕是很难实现这个目标的。据汽车网站Edmunds.com指出，10年前，梅塞德斯-奔驰的交易价格要比行业平均水平高出93%。到了2013年，这个数字已经下降到75%。

　　Not every manufacturer is sharing in the swelling of the luxury brand market. Honda’straditionally under-performing Acura seems to be in perpetual transition. Originally designedas a step-up brand, it has never been able to market its interpretation of frugal luxury.Nissan’s Infiniti, meanwhile, still lacks a strong identity and established reputation. It suffereda big loss earlier this year when its highly regarded leader Johan de Nysschen, who had beenrecruited from Audi, defected to equally-needy Cadillac.

　　也不是每个高端品牌都参与了大扩张。本田(Honda)旗下一向表现平平的高端品牌讴歌似乎永远都在转型。虽然一开始也被设计成高端品牌，但是讴歌这种“低调的奢华”一直没有什么市场。日产的英菲尼迪也仍然缺乏强烈的认同和声誉。今年年初，英菲尼迪又遭受了一次重大损失——被外界寄予厚望的领导人约翰o德o尼琛跳槽到了凯迪拉克。

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