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歐洲汽車業(yè)驚人反彈,但勢頭能持續(xù)多久?

David Meyer
2020-07-30

有些分析師并不那么樂觀。

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周二,標(biāo)致雪鐵龍集團(PSA Group)公布了今年上半年的業(yè)績,其首席執(zhí)行官唐唯實(Carlos Tavares)興奮地說:“我們的訂單量很大?!?

唐唯實這么興奮是有道理的。這家法國汽車巨頭公布的上半年利潤為5.95億歐元(約合6.97億美元)。分析師預(yù)計的該公司營業(yè)收益為2.22億歐元,但實際實現(xiàn)了5.17億歐元。當(dāng)然,標(biāo)致雪鐵龍集團清楚新冠疫情將使今年的市場萎縮,歐洲市場將萎縮25%,中國市場萎縮10%,但這并不意味著完全失敗。

類似的故事也在德國上演。戴姆勒(Daimler)的首席執(zhí)行官康林松(Ola Kaellenius)上周盛贊“銷量復(fù)蘇的初步跡象”,這家梅賽德斯-奔馳(Mercedes-Benz)的制造商預(yù)計今年整體上是盈利的。Ifo經(jīng)濟研究所(Ifo Institute for Economic Research)在周二稱,汽車行業(yè)是德國持謹(jǐn)慎樂觀態(tài)度的出口行業(yè)中“最大贏家之一”。

梅茨勒銀行(Metzler Bank)的高級顧問尤爾根?皮珀向《財富》雜志表示:“我認(rèn)為經(jīng)濟不會很快復(fù)蘇,但過去兩三周的情況比我預(yù)期的要樂觀。復(fù)蘇就在發(fā)生,你可以看到并感覺到,但要恢復(fù)到2019年的水平還需要幾個月的時間?!?

柏林的分析師馬提亞?施密特說:“我當(dāng)然看到市場在回暖,但我認(rèn)為2020年全年市場將會有20%的降幅。不過這比大多數(shù)人幾個月前的預(yù)期要好。”

但有些分析師并不那么樂觀。

瑞士圣加侖大學(xué)(University of St. Gallen)指導(dǎo)汽車分析的斐迪南?杜登霍夫在四個月前告訴《財富》雜志,由于新冠疫情的沖擊,歐洲大陸的汽車工廠紛紛關(guān)閉,他預(yù)計西歐汽車市場需要整整十年時間才能恢復(fù)到2019年的銷量水平。

他現(xiàn)在也沒有改變自己的想法。他預(yù)計,隨著即將到來的旅游行業(yè)破產(chǎn)浪潮,以及政府為還清因為拯救企業(yè)和支持就業(yè)而背負(fù)的巨額債務(wù)增加征稅,消費者的信心將遭受重?fù)簟4送?,還有可能出現(xiàn)第二波疫情,阻擋潛在客戶進(jìn)入展廳。

杜登霍夫在周二說:“我們認(rèn)為,今年下半年的情況將會非常困難,全球經(jīng)濟不會真正復(fù)蘇。我們看到歐洲汽車制造商在削減產(chǎn)能,這很合理。每周我們都能看到裁員發(fā)生?!?

有人猜測,戴姆勒今年可能不得不進(jìn)行大規(guī)模裁員。

不過,本文采訪的其他分析師指出了幾個原因,表明前景沒有那么悲觀。

不乘坐公共汽車

首先,皮珀提出,疫情可能會促使人們選擇私人交通工具。他說,雖然消費者以前很關(guān)心汽車使用對環(huán)境的影響,但“人們意識到開車可能比乘坐公共交通更安全?!?

其次,包括法國和德國在內(nèi)的一些政府已經(jīng)采取行動,通過推出電動汽車購買補貼政策來支撐汽車行業(yè)。法國還推出了一項舊車報廢計劃,以鼓勵車主放棄使用化石燃料汽車,選用電動汽車。

施密特說:“法國是6月歐洲唯一反彈的市場。原因之一就是法國政府提供的補貼……這對標(biāo)致雪鐵龍集團等法國(制造商)來說是好消息,對標(biāo)致雪鐵龍集團的新車注冊量產(chǎn)生了很大影響?!?

施密特還表示,普遍低迷的汽車市場和電動汽車激勵措施相結(jié)合,將讓歐洲汽車制造商更容易達(dá)到歐盟設(shè)定的排放目標(biāo),從而受益。

“法國和德國政府積極選擇通過完善慷慨的刺激政策(補貼或財政刺激)支持電動汽車,(制造商們)現(xiàn)在可以舒服地坐下來,看著他們車輛的平均排放量安全通過合規(guī)線,避免了其他人曾經(jīng)預(yù)測的某種形式的致命合規(guī)災(zāi)難?!笔┟芴卣f道。

購買傳統(tǒng)汽車不能享受同樣的激勵政策,但正如施密特所說,大眾汽車等制造商仍然在試圖通過在有限的時間內(nèi)承擔(dān)某些車型的購置稅來刺激需求。

施密特說:“我們將看到更多的交易達(dá)成?!?

杜登霍夫稱,歐洲制造商在中國市場的發(fā)展將成為關(guān)鍵,因為中國正出現(xiàn)更明顯的復(fù)蘇。

他說:“希望在中國,下一個十年將是中國的十年,因為中國在抗擊疫情方面做得最好……祝戴姆勒和其他在中國銷售汽車的公司好運……與中國保持密切聯(lián)系的公司都是幸運的?!保ㄘ敻恢形木W(wǎng))

譯者:Biz

周二,標(biāo)致雪鐵龍集團(PSA Group)公布了今年上半年的業(yè)績,其首席執(zhí)行官唐唯實(Carlos Tavares)興奮地說:“我們的訂單量很大?!?

唐唯實這么興奮是有道理的。這家法國汽車巨頭公布的上半年利潤為5.95億歐元(約合6.97億美元)。分析師預(yù)計的該公司營業(yè)收益為2.22億歐元,但實際實現(xiàn)了5.17億歐元。當(dāng)然,標(biāo)致雪鐵龍集團清楚新冠疫情將使今年的市場萎縮,歐洲市場將萎縮25%,中國市場萎縮10%,但這并不意味著完全失敗。

類似的故事也在德國上演。戴姆勒(Daimler)的首席執(zhí)行官康林松(Ola Kaellenius)上周盛贊“銷量復(fù)蘇的初步跡象”,這家梅賽德斯-奔馳(Mercedes-Benz)的制造商預(yù)計今年整體上是盈利的。Ifo經(jīng)濟研究所(Ifo Institute for Economic Research)在周二稱,汽車行業(yè)是德國持謹(jǐn)慎樂觀態(tài)度的出口行業(yè)中“最大贏家之一”。

梅茨勒銀行(Metzler Bank)的高級顧問尤爾根?皮珀向《財富》雜志表示:“我認(rèn)為經(jīng)濟不會很快復(fù)蘇,但過去兩三周的情況比我預(yù)期的要樂觀。復(fù)蘇就在發(fā)生,你可以看到并感覺到,但要恢復(fù)到2019年的水平還需要幾個月的時間。”

柏林的分析師馬提亞?施密特說:“我當(dāng)然看到市場在回暖,但我認(rèn)為2020年全年市場將會有20%的降幅。不過這比大多數(shù)人幾個月前的預(yù)期要好?!?

但有些分析師并不那么樂觀。

瑞士圣加侖大學(xué)(University of St. Gallen)指導(dǎo)汽車分析的斐迪南?杜登霍夫在四個月前告訴《財富》雜志,由于新冠疫情的沖擊,歐洲大陸的汽車工廠紛紛關(guān)閉,他預(yù)計西歐汽車市場需要整整十年時間才能恢復(fù)到2019年的銷量水平。

他現(xiàn)在也沒有改變自己的想法。他預(yù)計,隨著即將到來的旅游行業(yè)破產(chǎn)浪潮,以及政府為還清因為拯救企業(yè)和支持就業(yè)而背負(fù)的巨額債務(wù)增加征稅,消費者的信心將遭受重?fù)?。此外,還有可能出現(xiàn)第二波疫情,阻擋潛在客戶進(jìn)入展廳。

杜登霍夫在周二說:“我們認(rèn)為,今年下半年的情況將會非常困難,全球經(jīng)濟不會真正復(fù)蘇。我們看到歐洲汽車制造商在削減產(chǎn)能,這很合理。每周我們都能看到裁員發(fā)生?!?

有人猜測,戴姆勒今年可能不得不進(jìn)行大規(guī)模裁員。

不過,本文采訪的其他分析師指出了幾個原因,表明前景沒有那么悲觀。

不乘坐公共汽車

首先,皮珀提出,疫情可能會促使人們選擇私人交通工具。他說,雖然消費者以前很關(guān)心汽車使用對環(huán)境的影響,但“人們意識到開車可能比乘坐公共交通更安全?!?

其次,包括法國和德國在內(nèi)的一些政府已經(jīng)采取行動,通過推出電動汽車購買補貼政策來支撐汽車行業(yè)。法國還推出了一項舊車報廢計劃,以鼓勵車主放棄使用化石燃料汽車,選用電動汽車。

施密特說:“法國是6月歐洲唯一反彈的市場。原因之一就是法國政府提供的補貼……這對標(biāo)致雪鐵龍集團等法國(制造商)來說是好消息,對標(biāo)致雪鐵龍集團的新車注冊量產(chǎn)生了很大影響。”

施密特還表示,普遍低迷的汽車市場和電動汽車激勵措施相結(jié)合,將讓歐洲汽車制造商更容易達(dá)到歐盟設(shè)定的排放目標(biāo),從而受益。

“法國和德國政府積極選擇通過完善慷慨的刺激政策(補貼或財政刺激)支持電動汽車,(制造商們)現(xiàn)在可以舒服地坐下來,看著他們車輛的平均排放量安全通過合規(guī)線,避免了其他人曾經(jīng)預(yù)測的某種形式的致命合規(guī)災(zāi)難?!笔┟芴卣f道。

購買傳統(tǒng)汽車不能享受同樣的激勵政策,但正如施密特所說,大眾汽車等制造商仍然在試圖通過在有限的時間內(nèi)承擔(dān)某些車型的購置稅來刺激需求。

施密特說:“我們將看到更多的交易達(dá)成?!?

杜登霍夫稱,歐洲制造商在中國市場的發(fā)展將成為關(guān)鍵,因為中國正出現(xiàn)更明顯的復(fù)蘇。

他說:“希望在中國,下一個十年將是中國的十年,因為中國在抗擊疫情方面做得最好……祝戴姆勒和其他在中國銷售汽車的公司好運……與中國保持密切聯(lián)系的公司都是幸運的?!保ㄘ敻恢形木W(wǎng))

譯者:Biz

"Our order book is stellar," PSA Group CEO Carlos Tavares enthused Tuesday as the Peugeot and Citro?n parent reported its results for the first half of the year.

Tavares’s enthusiasm was warranted; the French auto giant posted a profit of €595 million ($697 million) for the period. Analysts expected to see €222 million in operating income, but got €517 million. Sure, PSA knows the coronavirus pandemic will shrink the market this year—by a quarter in Europe and by 10% in China, it predicts—but all is not lost.

A similar story is playing out in Germany, where Daimler CEO Ola Kaellenius last week hailed "the first signs of a sales recovery"—the Mercedes-Benz maker expects this year to be profitable overall—and where the Ifo Institute for Economic Research on Tuesday described the auto industry as "one of the biggest winners" in the country's cautiously optimistic export sector.

"I don't see a very quick recovery, but the last two to three weeks have been somehow more positive than I expected," Jürgen Pieper, a senior adviser at Metzler Bank, told Fortune. "The recovery is there—you can see and feel it—but it will take a couple months before we see 2019 levels."

"I certainly see the market rebounding, but for full-year 2020 I see the market ending the year with a shortfall of about 20%," said Berlin-based analyst Matthias Schmidt. "That’s better than most people were expecting a couple months ago."

Some analysts aren't so optimistic.

Ferdinand Dudenh?ffer, who leads automotive analysis at the University of St. Gallen in Switzerland, told Fortune just over four months ago—as the continent's car factories were shutting down because of the COVID-19 onslaught—that he expected Western Europe's auto market to take a full decade to recover to 2019 sales levels.

He hasn't changed his mind on that—indeed, he expects consumer confidence to be whacked by an imminent wave of bankruptcies in the travel sector, plus tax hikes that will be needed to pay off the titanic debts governments are taking on as they bail out businesses and prop up employment. And then there's the possibility of a second wave of the coronavirus keeping prospective customers out of showrooms.

"We believe the situation will be very difficult in the next half year, and we don’t think [there will be] a real worldwide recovery," Dudenh?ffer said Tuesday. "All we see is it makes sense for carmakers in Europe to reduce capacity. We see job cuts each week."

There's speculation that Daimler, for one, may have to make big job cuts this year.

However, the other analysts interviewed for this piece identified several reasons for a less-bleak outlook.

Don’t take the bus

First, Pieper proposed, the pandemic might be pushing people toward private transport. While consumers were previously concerned about the environmental impact of car use, he said, "people realize driving a car could be safer than the alternative use of public transportation."

Secondly, some governments—such as those in France and Germany—have moved to prop up the auto sector by subsidizing the purchase of electric cars. France has also introduced a scrappage scheme to incentivize drivers of fossil-fuel cars to get rid of them and go electric.

"France was the only market in Europe to rebound in June," said Schmidt. "One reason was the subsidies offered by the French government…That's positive for the French [manufacturers] such as PSA. It had a big impact on PSA registrations."

Schmidt also suggested that the combination of a generally depressed car market and electric-car incentives would benefit European automakers by making it easier for them to meet emissions targets imposed by the EU.

"With French and German governments enthusiastically choosing to support plug-ins with improved generous stimuluses, be it subsidy or fiscal stimuluses, [manufacturers] can now comfortably sit back and watch their fleet average emissions sail silently over the compliance finish line, avoiding what others had predicted would be some form of compliance carmageddon catastrophe," he said.

The same incentives aren't there for traditional-car purchases, but, as Schmidt pointed out, manufacturers such as Volkswagen are still trying to stimulate demand by covering the sales tax on certain models, for a limited time.

"We're going to see a lot more deals," Schmidt said.

According to Dudenh?ffer, European manufacturers' exposure to China—where more of a demonstrable recovery is underway—will be key.

"The hope is China," he said. "The next decade will be the decade of China because they do the best job in combating the coronavirus…Daimler and others that sell cars in China—good luck to them…Companies with strong links to China are the lucky guys."

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