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美国汽车消费进入“新理性时代”:不为本土豪车狂,偏爱性价比高的亚洲车

Danny翻译,Danny发布英文 ; 2012-11-12 14:59 阅读次 
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美国汽车消费进入“新理性时代”:不追本土巨头品牌豪车,偏爱高性价比亚洲车

55年前,丰田汽车公司首次成为美国最畅销的亚洲汽车公司,时隔今日,整个亚洲汽车品牌都由于美国民众的青睐,已然进入最畅销的行列。

事实上,今年整个亚洲汽车品牌在美国的销售已经超越美国本土三巨头。这正是在经历了去年地震和海啸后,日本品牌的复兴。 也反映了汽车城底特律的现实,关停并转后的三大巨头旗下子品牌越来越少,也越来越难以赢得美国消费者的芳心。

美国战场上的全球汽车之战

为什么亚洲汽车会开始引领美国的潮流?

除了因为受灾过后,日本汽车三巨头(丰田、本田和日产)的供货增长促进销售增加以外,经销商们认为还有个更根本的原因:美国人觉得亚洲车用得很舒坦。

“没人还会担心开本田、现代、斯巴鲁的汽车了”在苏里州堪萨斯市,汽车经销商Scott Adams说,“那些之前让人们选择美国车的因素,现在都不存在了,因为这些亚洲车就是在美国生产的。”

确实,今年所有在美国销售的轿车、卡车和越野车中,有77.4%就是在美国生产的。基本上只要是进军美国的车商,都会在美国建至少一座工厂。最近几年,他们已经扩大了产能来应对美国强劲的汽车需求。

国外品牌扩张,本土三巨头缩水

不用惊讶于三巨头在他们自家的市场份额都这么不济,毕竟过去15年,他们每家都丢掉了过至少一个子品牌。像沃尔沃、路虎、捷豹是被卖掉的,而像悍马、水银、普利茅斯就直接被关掉了,所以三巨头现在品牌和经销商都更少了。

而对比之下,外国品牌过去40年却一直在稳步扩张。借着2009年的那次美国汽车三巨头破产危机,他们拉拢了许多经销商,很多之前卖克莱斯勒和通用的,后来都关了改卖现代和起亚等外国品牌了。

一家既卖进口车又卖本土车的经销商说,这种变化很多时候只是悄悄发生,人们就是觉得数量繁多的亚洲汽车品牌让他们心满意足。

“之前在美国市场排的上号的就只有丰田、本田和日产这几个亚洲牌子,现在呢?人们觉得现代、起亚和斯巴鲁也很好。”这位经销商说,因为他同时在卖两种车,所以不便透露姓名。

美国汽车三巨头能重新引领美国么?

在90年代后期,三巨头仍拥有60%的市场份额,很难想象,底特律能在自己家里这么快地丢掉这么大的市场,市场份额跌到一半都不到。现在,随着底特律在美国的市场份额下降到45%,问题来了,现在到底该怎么办?三巨头还能重新振作继续引领美国么?

经销商Scott Adams不这么看。

“局面会改变吗?不。尽管本土三大车商确实比10年前更有竞争力了,但是那些亚洲品牌也同样如此。”Adams如是说。

Adams可以最直接地洞察各个品牌的竞争力,因为除了销售丰田、塞恩外,他还销售雪佛兰、克莱斯勒、道奇、吉普和RAM等车型。

“当人们到我店里的时候,他们最关心的就是‘什么是最适合我的?’,他们不在乎牌子,不在乎是在美国货还是日本货。”他说,“他们就只想买辆轿车或者皮卡,能满足他们的实际需要,这就足够了。”

只不过现在,这种轿车或者皮卡都是亚洲牌子的。

美国汽车消费进入“新理性时代”:不追本土巨头品牌豪车,偏爱高性价比亚洲车

55年前,丰田汽车公司首次成为美国最畅销的亚洲汽车公司,时隔今日,整个亚洲汽车品牌都由于美国民众的青睐,已然进入最畅销的行列。

事实上,今年整个亚洲汽车品牌在美国的销售已经超越美国本土三巨头。这正是在经历了去年地震和海啸后,日本品牌的复兴。 也反映了汽车城底特律的现实,关停并转后的三大巨头旗下子品牌越来越少,也越来越难以赢得美国消费者的芳心。

美国战场上的全球汽车之战

为什么亚洲汽车会开始引领美国的潮流?

除了因为受灾过后,日本汽车三巨头(丰田、本田和日产)的供货增长促进销售增加以外,经销商们认为还有个更根本的原因:美国人觉得亚洲车用得很舒坦。

“没人还会担心开本田、现代、斯巴鲁的汽车了”在苏里州堪萨斯市,汽车经销商Scott Adams说,“那些之前让人们选择美国车的因素,现在都不存在了,因为这些亚洲车就是在美国生产的。”

确实,今年所有在美国销售的轿车、卡车和越野车中,有77.4%就是在美国生产的。基本上只要是进军美国的车商,都会在美国建至少一座工厂。最近几年,他们已经扩大了产能来应对美国强劲的汽车需求。

国外品牌扩张,本土三巨头缩水

不用惊讶于三巨头在他们自家的市场份额都这么不济,毕竟过去15年,他们每家都丢掉了过至少一个子品牌。像沃尔沃、路虎、捷豹是被卖掉的,而像悍马、水银、普利茅斯就直接被关掉了,所以三巨头现在品牌和经销商都更少了。

而对比之下,外国品牌过去40年却一直在稳步扩张。借着2009年的那次美国汽车三巨头破产危机,他们拉拢了许多经销商,很多之前卖克莱斯勒和通用的,后来都关了改卖现代和起亚等外国品牌了。

一家既卖进口车又卖本土车的经销商说,这种变化很多时候只是悄悄发生,人们就是觉得数量繁多的亚洲汽车品牌让他们心满意足。

“之前在美国市场排的上号的就只有丰田、本田和日产这几个亚洲牌子,现在呢?人们觉得现代、起亚和斯巴鲁也很好。”这位经销商说,因为他同时在卖两种车,所以不便透露姓名。

美国汽车三巨头能重新引领美国么?

在90年代后期,三巨头仍拥有60%的市场份额,很难想象,底特律能在自己家里这么快地丢掉这么大的市场,市场份额跌到一半都不到。现在,随着底特律在美国的市场份额下降到45%,问题来了,现在到底该怎么办?三巨头还能重新振作继续引领美国么?

经销商Scott Adams不这么看。

“局面会改变吗?不。尽管本土三大车商确实比10年前更有竞争力了,但是那些亚洲品牌也同样如此。”Adams如是说。

Adams可以最直接地洞察各个品牌的竞争力,因为除了销售丰田、塞恩外,他还销售雪佛兰、克莱斯勒、道奇、吉普和RAM等车型。

“当人们到我店里的时候,他们最关心的就是‘什么是最适合我的?’,他们不在乎牌子,不在乎是在美国货还是日本货。”他说,“他们就只想买辆轿车或者皮卡,能满足他们的实际需要,这就足够了。”

只不过现在,这种轿车或者皮卡都是亚洲牌子的。

Fifty-five years after Toyota became the first Asian automaker to sell cars in the U.S., the Far East has climbed to the top of the mountain with American car buyers.

In fact, Asian brands have surpassed the Big 3 in sales this year. It’s a reflection of the resurgence by Japanese brands following last year’s earthquake and tsunami. It also shows a new reality for Detroit where a trimmed down Big 3 with fewer brands is finding it tougher to win over American car buyers.

Why have the Asian automakers moved into the lead in the U.S.?

While the increased supply of vehicles by the Japanese Big 3 (Toyota 2following last year’s earthquake and tsunami has helped boost their sales, dealers think there is a more basic reason: Americans are more comfortable with the Asian brands.

“No one cares anymore if you’re driving a Toyota, or Hyundai, or Subaru,” said Scott Adams, an auto dealer in Kansas City, Missouri. “The old issues about ‘buying American’ don’t matter anymore because most Japanese and Korean models are built here in the U.S.”

In fact, 77.4 percent of the cars, trucks and SUVs sold in America this year were built in America. Nearly every major automaker who sells vehicles in the U.S. has at least one plant in the U.S. and in many cases they’ve expanded their production in the last couple of years to keep up with America’s surging auto demand.

Foreign Brands Expand, Big 3 Shrink

It shouldn’t be a surprise that the Big 3 control a smaller percentage of their home market.  After all, over the last 15 years each of them has dropped at least one brand from their stable. Some, like Volvo, Land Rover and Jaguar were sold. Others like Hummer, Mercury and Plymouth were simply shut down. As a result, there are fewer brands and dealers of Big 3 models.

By comparison, foreign brands have steadily grown over the last 40 years. In recent years, many added dealerships because of the auto meltdown in 2009. Coming out of that crisis, many dealerships that used to sell Chrysler or GM models were closed and later reopened with new owners selling foreign brands like Hyundai or Kia.

One major dealer who sells both domestic and foreign models said the shift has largely gone unnoticed because Americans have become more comfortable with a wider variety of Asian brands.

“It used to be Toyota, Honda and Nissan were the truly established Asian brands in America. Now, people are just as comfortable with Hyundai, Kia and Subaru,” said the dealer, who did not want to reveal his name because he sells both domestic and foreign brands.

Will the Big 3 ever retake the lead in the U.S.?

In the late '90s, when the Big 3 had almost a 60 percent market share, few expected Detroit to lose so much ground, so quickly in the U.S. By 2007, their share of the U.S. fell below 50 percent. Now, with Detroit’s share of the U.S. market down to 45 percent, the question is where it finally settles. Is it possible the Big 3 could retake the lead in the U.S.?

Scott Adams doesn’t think so.

“Will it change? No. The Big 3 are definitely much more competitive than they were 10 years ago, but so are the Asian brands,” Adams said.

Adams has seen the competition first hand. He sells Toyota and Scion models as well Chevrolet, Chrysler, Dodge, Jeep and Ram.

“When people come into my dealerships their concern is ‘what’s best for me?’ They don’t care about the brand name and whether it’s American or  Japanese," he said. "They just want the car or truck that gives them what they want.”

These days, what American car buyers want are Asian brand cars and trucks.


关键字: 美国经济 汽车行业 消费市场
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