中國汽車廠商難獲國內購車者青睞

With growth slowing, and foreign manufacturers gaining share, many of China's auto industry players could face extinction.

隨着增長放緩以及外國生產商市場份額擴大，許多中國本土汽車廠商可能面臨絕境。

Some Chinese car makers are looking to the Beijing auto show, which opens to the media Sunday, as a chance to fight back by forging stronger bonds with Chinese car buyers through branding or woo them with popular products.

一些中國汽車廠商將北京車展視爲反擊的機會，試圖利用品牌或高人氣產品與中國購車者建立更緊密的聯繫。北京車展週日向媒體開放。

Zhejiang Geely Holding Group said Friday it was scrapping its three separate brands--Emgrand, Gleagle and Englon--in favor of a single Geely brand. Chairman Li Shufu said multibrand strategy had stretched Geely beyond its capabilities by forcing it to develop vehicles in three different categories.

浙江吉利控股集團(Zhejiang Geely Holding Group)週五說，將撤銷三個單獨的品牌帝豪(Emgrand)、全球鷹(Gleagle)和英倫(Englon)，採用統一的吉利品牌。吉利董事長李書福說，多品牌戰略迫使吉利開發三個不同類別的車輛，超出了吉利的能力範圍。

SAIC Motor Corp.'s MG brand, Anhui Jianghuai Automobile Co., or JAC, and Chongqing Lifan Industry Group Co. will each release a compact sport-utility vehicle, which is increasingly popular in China. Great Wall Motor Co. will launch its H8 SUV, which had been delayed over quality concerns.

上海汽車集團股份有限公司(SAIC Motor Co., 簡稱:上汽集團)旗下MG品牌、安徽江淮汽車股份有限公司(Anhui Jianghuai Automobile Co.，簡稱: 江淮汽車)和重慶力帆實業（集團）有限公司(Chongqing Lifan Industry (Group) Co.)將分別發佈一款緊湊運動型多用途車(SUV)，這種車在中國越來越受歡迎。長城汽車股份有限公司(Great Wall Motor Co. 簡稱：長城汽車)將發佈H8 SUV，這款車之前因質量問題被推遲發佈。

These companies are hoping to persuade car buyers such as Ying Guohua, a 49-year-old self-employed Beijing resident, to remain loyal to Chinese brands. Mr. Ying used to drive a Zhonghua, a brand once owned by BMW's China partner Brilliance China, that cost him around 180,000 yuan, or $29,200. 'It wasn't really what I expected,' he said. 'Overall, it was aesthetically appealing, but it just didn't feel sturdy when I drove it.' He upgraded to a 450,000 yuan Audi. 'It was exactly the type of car I wanted because it's feels powerful to drive and it's sturdy.'

這些公司希望說服像應國華（音）這樣的購車者繼續忠於中國品牌。49歲的應國華是北京人，從事個體經營。應國華以前開一輛花了約人民幣18萬元（合29,200美元）購買的中華汽車(Zhonghua)，這個品牌曾經歸寶馬(BMW)的中國合作伙伴華晨中國(Brilliance China)所有。他說，那輛車沒有真正符合他的期望，車子總的來說很漂亮，但開起來感覺不夠皮實。他換了一輛人民幣45萬元的奧迪(Audi)。他表示，那纔是他想要的那種車，因爲它是德國牌子。他說，奧迪車開起來動力強勁，而且很皮實。

Chinese brands are struggling to win Chinese consumers, a trend that appears to have accelerated in the first quarter. Geely's Hong Kong-listed unit reported sales of 89,607 vehicles, down about 37%. Warren Buffett-backed BYD Co. sold 103,500 cars in China in the first quarter, a drop of about 28% from the same period the previous year. Chery Automobile Co. reported a 25% fall to 109,000 vehicles.

中國品牌難以贏得中國消費者的芳心，這個趨勢似乎在第一季度有所加快。吉利在香港上市的子公司宣佈一季度銷量爲89,607輛，下滑約37%。巴菲特(Warren Buffett)投資的比亞迪(BYD Co.)一季度在中國銷量爲103,500輛，同比下降約28%。奇瑞汽車有限公司(Chery Automobile Co.)宣佈一季度銷量下滑25%，至109,000輛。

Chinese brands including minivans held nearly 39% of the market in the first three months of the year, compared with 43% in the year-earlier period, according to the government-backed China Association of Automobile Manufacturers.

中國汽車工業協會發布的數據顯示，今年第一季度，包括微型客車在內的中國自主品牌汽車的市場份額下滑至接近39%，低於上年同期的43%。

By contrast, many foreign auto makers are posting solid Chinese gains. Ford Motor Co. sold 271,321 cars here in the first quarter, up 45%.

相形之下，許多外國汽車廠商的在華銷量強勁上揚。福特汽車(Ford Motor Co.)一季度在華銷量增長45%，達到271,321輛。

Poor quality, uninspiring marketing and an inefficient industry structure lie at the heart of Chinese auto makers' woes. Compounding these problems, foreign car makers and their Chinese joint-venture partners are increasingly looking to produce low-cost cars as they anticipate a boom in demand as hundreds of millions of rural Chinese move to cities to seek jobs, housing and cars.

質量差、營銷弱、行業結構缺乏效率是中國自主品牌汽車陷入困境的根源。令形勢更加嚴峻的是，外國汽車廠商和它們的中方合資夥伴已經開始着眼於生產低價車，因爲它們預計隨着上億中國農村人口進入城市尋找工作、購買住房和汽車，低價車的需求將迅速上升。

The Chinese government also requires foreign auto makers to work with their local partners to develop low-price brands for China. Nissan Motors and partner Dongfeng sold 10,487 of their joint brand Venucia in the first three months of this year--just slightly less than sales of Nissan's popular Qashqai SUV. This translates to added competition for Chinese car companies, especially those that don't have a foreign partner.

中國政府也要求外資汽車廠商與中國合作伙伴共同開發適合中國市場的低端品牌。日產汽車(Nissan Motors)和中國東風汽車公司(Dongfeng)的合資品牌啓辰(Venucia)一季度的銷量達到10,487輛，只略低於日產汽車人氣SUV逍客(Qashqai)的銷量。這意味着中國本土汽車公司將面臨更大的競爭壓力，尤其是那些沒有與外資合作的本土公司。

'Chinese brands are still very weak and I have no idea how long that will continue,' said Dong Yang, executive vice chairman and secretary-general of the China Association of Automobile Manufacturers.

中國汽車工業協會常務副會長董揚說，中國自主汽車品牌依然十分弱小，這樣的局面不知道要多久纔會改變。

In China, between 60% and 70% of car purchases are made by first-time buyers, according to Paul Gao, head of consulting firm McKinsey & Co.'s automotive team in Asia. He said that with greater experience, car buyers pay more attention to the overall cost of owning a car, examining factors such as fuel efficiency and maintenance costs--areas where foreign brands excel.

諮詢公司麥肯錫(McKinsey & Co.)的亞洲汽車行業團隊負責人高旭(Paul Gao)認爲，中國60%至70%的購車者是首次購車。他說，有了更多的經驗之後，購車者會更加關注擁有汽車的整體成本，考察諸如燃油效率和維護成本之類的因素，而這正是外國品牌佔優勢的地方。

Dongfeng Motor Group Co. Chairman Xi Ping said last month that while great progress had been made by Chinese auto brands, they still weren't as strong as those from other countries. 'I am convinced China will uce a strong auto brand,' he said.

東風汽車董事長徐平上個月說，雖然中國汽車品牌取得了很大的進步，但實力仍然不及其他國家的品牌。他說，他相信中國肯定會打造出強大的汽車品牌。

There is some indication that Chinese car makers are building better cars. Last year marked the first time four Chinese brands ranked above industry average in J.D. Power's study of more than 27 best brands in China in terms of initial quality, something Geoff Broderick, vice president at the company's Shanghai office, described as a 'breakthrough.'

有一些跡象表明中國汽車廠商正在製造更好的汽車。去年J.D. Power對逾27箇中國最好的汽車品牌進行了研究，其中四個品牌的新車質量首次高於行業平均水平。J.D. Power上海辦事處的副總裁布羅德里克(Geoff Broderick)說，這樣的情況是一種突破。

'Quality is improving, but the customer doesn't perceive that,' Mr. Broderick said. 'Chinese love brands and the perception among Chinese consumers is that if you have the wherewithal you'll buy a foreign brand.'

布羅德里克說，中國品牌的質量在改善，但消費者還沒有感受到。他說，中國人喜歡品牌，中國消費者的看法是，如果你有錢，就要買外國品牌。

Libra Hu, a 23-year-old technology company employee in Beijing, drives a 600,000 yuan Audi--a wedding gift from her and her husband's parents. 'The whole car was produced and imported from Germany. We trust its quality and [Audi's] service.'

在北京的23歲科技公司員工Libra Hu開的是一輛人民幣60萬元的奧迪車，這是她父母和公公婆婆送給她的結婚禮物。她說，這輛車是德國產、從德國進口的，她全家都信任奧迪的質量和服務。

In China, a hodgepodge of companies--state and privately owned Chinese companies and their foreign joint-venture partners--vie for car buyers' attention. China has roughly twice the number of brands and models that the U.S. has, according J.D. Power's Mr. Broderick. He's forecasting a capacity utilization rate of around 44% for Chinese car manufacturers this year--around half the levels seen at the factories of global players in China.

在中國，衆多公司（包括國有和民營中資公司以及它們與外國的合資公司）爭相吸引購車者的注意。J.D. Power的布羅德里克說，中國的品牌和車型數量差不多是美國的兩倍。他預計中國汽車廠商今年的產能利用率在44%左右，大約是在華外國品牌工廠產能利用率的一半。

Talk of consolidation is common.

有關行業整合的言論十分普遍。

Ford Chief Executive Alan Mulally said in an interview in Beijing he expects larger Chinese companies with Western partners will buy out weaker, small players. 'The economics will take over,' Mr. Mulally said. 'If you don't have scale, you just won't be able to be competitive.'

福特首席執行長穆拉利(Alan Mulally)在北京接受採訪時說，他預計規模更大、與西方企業合作的中國公司將會收購較爲弱小的公司。穆拉利說，經濟因素將會佔據主導，如果沒有足夠的規模，就無法與他人競爭。

Yet Geely's Mr. Li said he has his hands full running his own car company and has no plans to drive a consolidation wave.

但吉利的李書福說，他運營自己的汽車公司就已經忙得不可開交，並無推動整合浪潮的計劃。

Some are investing in foreign names abroad for brand cachet and know-how. In March, Dongfeng purchased a stake in France's PSA Citroën. Beijing Automotive Industry Holdings Co. has also said it is actively scouting acquisition prospects in Europe and the U.S.

一些中資廠商投資外國品牌，以此獲得品牌效應和專有技術。今年3月，東風汽車收購了法國汽車生產商標緻雪鐵龍(PSA Peugeot Citroen)的部分股份。北京汽車工業控股有限責任公司(Beijing Automotive Industry Holdings Co.，簡稱：北汽控股)也說，正在積極考察在歐洲和美國的併購前景。

At home, some industry players have begun to collaborate. Guangzhou Automobile Group Co. and Chery formed an alliance in 2012 to cooperate on issues including research, the development of energy-efficient 'green cars' and auto-parts production. SAIC Motor is taking advantage of its partnership with GM to build its sedan Roewe 950 on the Buick platform. Geely is working with Volvo, the Swedish brand it acquired in 2010, to develop new vehicles. 'There will be more and more of that going forward, ' said Mr. Gao of McKinsey.

在國內，一些汽車廠商已經開始合作。2012年廣州汽車集團股份有限公司(Guangzhou Automobile Group Co.)和奇瑞聯手，在研發節能“綠色汽車”和汽車零部件生產等方面展開合作。上汽集團利用與通用汽車(GM)的合作關係，基於別克(Buick)平臺打造其榮威(Roewe) 950轎車。吉利正與其2010年收購的瑞典品牌沃爾沃(Volvo)合作開發新車型。麥肯錫的高旭說，這種情況將會越來越多。