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福特、豐田:誰(shuí)是銷量冠軍?

福特、豐田:誰(shuí)是銷量冠軍?

Doron Levin 2013-04-19
兩家全球最成功的汽車(chē)生產(chǎn)商眼下正在爭(zhēng)論誰(shuí)家產(chǎn)品才是全球最暢銷的車(chē)型:是福特福克斯?還是豐田卡羅拉???怂谷ツ暝谌蛸u(mài)出了102萬(wàn)輛。豐田則稱自己在第三方銷量統(tǒng)計(jì)上吃了啞巴虧。明明賣(mài)了116萬(wàn)輛卡羅拉,但統(tǒng)計(jì)到的只有30萬(wàn)。

????福特汽車(chē)公司正宣揚(yáng)其緊湊型汽車(chē)福克斯(Focus)是全球最暢銷的車(chē)型——這種說(shuō)法即便有待商榷,但也不算吹噓。不過(guò),豐田馬上反駁稱其卡羅拉(Corolla)品牌才是真正的冠軍。

????這兩款車(chē)型之間的銷量差距并不是很大。哪一款的銷量更高可能與車(chē)型命名方式以及銷量記錄方法有關(guān)——而除了汽車(chē)公司的營(yíng)銷高管外,這類神秘的問(wèn)題不會(huì)有任何人感興趣。

????而且,關(guān)鍵是福特終于找出了如何打造和推銷世界級(jí)汽車(chē)的重要途徑。福特苦苦摸索了數(shù)十年才摸到門(mén)路,而早已精通此道的豐田憑此已將自己打造為行業(yè)巨頭,并從巨大的規(guī)模效益中攫取巨利。

????汽車(chē)行業(yè)高管喜歡宣稱自己是市場(chǎng)領(lǐng)導(dǎo)者,其實(shí)原因有兩點(diǎn):一是自稱你的車(chē)型是特定市場(chǎng)細(xì)分部門(mén)最暢銷的,可以吸引購(gòu)買(mǎi)者。二就是目空一切的狂妄。一位拒絕透露身份的汽車(chē)行業(yè)高管稱:“口水戰(zhàn)和自我中心主義四處橫行?!彼赋?,“對(duì)任何汽車(chē)生產(chǎn)商,不應(yīng)該將目標(biāo)定為行業(yè)最大,更不應(yīng)該為了達(dá)到這個(gè)目的而出賣(mài)靈魂,例如高額刺激措施”以及折扣,使得汽車(chē)銷售利潤(rùn)很低甚至為零。

????根據(jù)市場(chǎng)調(diào)查公司R.L. Polk在全球80個(gè)國(guó)家通過(guò)追蹤汽車(chē)牌照登記情況得到的數(shù)據(jù),福克斯在2012年的銷量為1,020,412輛。福特駐密歇根州迪爾伯恩的銷售分析師艾里奇?默克爾表示,“這是對(duì)我們產(chǎn)品的有力證明,也足以回饋對(duì)福克斯感興趣的人們。我們不會(huì)為了賣(mài)車(chē)無(wú)所不為,而是希望買(mǎi)車(chē)的人真正對(duì)這款產(chǎn)品有熱情?!蹦壳霸谑鄣能?chē)型是第三代,一段時(shí)間內(nèi)它會(huì)與另一個(gè)歐洲版本使用同一名稱,盡管兩款車(chē)并不相同。這個(gè)策略調(diào)整發(fā)生在艾倫?穆拉利2006年就任首席執(zhí)行官之后,他堅(jiān)持采用“一個(gè)福特”(One Ford)方式,盡可能地發(fā)揮福特的全球效應(yīng)。

????到目前為止,穆拉利的策略非常奏效,推動(dòng)了福特的運(yùn)營(yíng)和財(cái)務(wù)表現(xiàn)大幅改善。分析師默克爾指出,在所有市場(chǎng)采用同一名稱意味著:商業(yè)全球化時(shí)代,一位中國(guó)商業(yè)女性可能在美國(guó)出差時(shí)租用一輛福克斯,體驗(yàn)良好的話,回國(guó)之后她會(huì)尋求同一產(chǎn)品。

????而豐田方面,據(jù)公司駐加利福尼亞州托倫斯發(fā)言人麥克?米歇爾斯透露,2012年豐田在全球售出了116萬(wàn)輛卡羅拉,將使該車(chē)成為最暢銷的緊湊型汽車(chē)。但是他指出,從R.L. Polk的數(shù)據(jù)看,卡羅拉的銷量只有30萬(wàn),原因尚不清楚。

????麥克承認(rèn)在部分國(guó)家,豐田公司統(tǒng)計(jì)為卡羅拉的某些汽車(chē),可能被R.L. Polk列為其他車(chē)型進(jìn)行統(tǒng)計(jì),例如卡羅拉Axio和Altis。他說(shuō),Axio和Altis就像在美國(guó)的SE和SL型號(hào),其目的是顯示不同的檔次,比如汽車(chē)配置。

????在R.L. Polk負(fù)責(zé)市場(chǎng)預(yù)測(cè)業(yè)務(wù)的副總裁安東尼?普拉特發(fā)布的一份聲明中,該公司表示“本周早些時(shí)候福特援引的Polk數(shù)據(jù)是精確的,依據(jù)的是單一使用福特??怂蛊放频钠?chē)銷量。”他還表示,這些數(shù)據(jù)來(lái)自于80個(gè)國(guó)家;豐田則表示卡羅拉的銷售覆蓋130個(gè)國(guó)家。

????中立分析師也認(rèn)為:對(duì)福特來(lái)說(shuō),??怂挂恢笔浅晒Φ漠a(chǎn)品,擁有相當(dāng)不錯(cuò)的口碑,并對(duì)全球買(mǎi)家都具有吸引力。同樣,卡羅拉也是豐田的常青產(chǎn)品,一次次幫助豐田從質(zhì)量、法律和政治困局(更不用提2011年的海嘯)中復(fù)蘇。

????如果要問(wèn)這兩款緊湊型汽車(chē)??怂购涂_拉誰(shuí)是真正的冠軍,這個(gè)問(wèn)題本身就問(wèn)錯(cuò)了。(財(cái)富中文網(wǎng))

????譯者:秋閑

????Ford Motor Company can't be faulted for bragging that it sells more of a single car model, the compact Ford Focus, than any automaker in the world -- even if the claim is debatable, given Toyota's rebuttal that its Corolla compact is the true champ.

????The number of cars separating the two models isn't that large. Which one sold more probably relates to model-naming nomenclature and to scorekeeping convention, arcane subjects of little interest to anyone but automotive marketing executives.

????Besides, the key point is that Ford (F) finally -- and importantly -- has figured out how to build and market a world car. That proficiency, which eluded Ford for decades, is what helped make Toyota (TM) a powerhouse and reap the financial benefits from vast efficiencies of scale.

????Auto executives like to brag about market leadership for two reasons: The claim that your model is the best-seller in a particular category could attract others to buy it for just that reason. Second reason: Hubris. "Trash talking and egos run amok," said one auto executive who declined to be identified. "Biggest shouldn't be the goal for any automaker, and you shouldn't have to sell your soul to get there, for example, big incentives" and discounts to move cars at little or no profit.

????According to R.L. Polk, which tracks registrations in 80 countries globally, Focus notched sales of 1,020,412 in 2012. Erich Merkle, Ford's sales analyst in Dearborn, Mich., said "it's a testament to our product, to the large number of people who are interested in Focus. We don't do everything to sell every last vehicle we can, we want owners to be passionate." The current model is in its third generation and for a time shared the name with a European version that was a different vehicle. That strategy changed following the arrival of Alan Mulally as CEO in 2006, who insisted on a "One Ford" approach to take advantage of global scale whenever possible.

????Mulally's strategy has worked brilliantly so far, leading to vast improvements in Ford's operating and financial results. Merkle points out that naming the car the same in all markets recognizes that global commerce means a Chinese business woman might well rent a Focus on a trip to the U.S. -- and look for it when she returns home.

????Toyota, according to Mike Michels, a spokesman in Torrance, California, sold 1.16 million Corollas worldwide in 2012 -- which would seem to make Corolla the best-selling compact car. But R.L. Polk numbers fail to reflect 300,000 Corolla sales, he said, for reasons that haven't been clarified.

????He acknowledges that some vehicles Toyota counts as Corolla might be counted as separate models in some countries, such as Corolla Axio and Corolla Altis. He says "Axio" and "Altis" are like SE and SL designations in the U.S., an indicator of trim level, i.e. what features are included.

????In a statement released by Anthony Pratt, vice president of forecasting for R.L. Polk, the company said "Polk data reported by Ford earlier this week is accurate based on the single nameplate Ford Focus." He also said the data is compiled from 80 countries; Toyota says its Corolla is sold in 130 countries.

????Neutral analysts agree that Focus has been a home run for Ford, with strong critical reviews as well as global appeal among buyers. Likewise, the Corolla's enduring appeal symbolizes Toyota core strength, helping it to rebound from a variety of quality, legal, and political difficulties – not to mention the 2011 tsunami.

????Asking which of the two compacts, Focus or Corolla, is the true sales champ is to ask the wrong question.

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