中国汽车厂商难获国内购车者青睐

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

随着增长放缓以及外国生产商市场份额扩大，许多中国本土汽车厂商可能面临绝境。

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.

一些中国汽车厂商将北京车展视为反击的机会，试图利用品牌或高人气产品与中国购车者建立更紧密的联系。北京车展周日向媒体开放。

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.

浙江吉利控股集团(Zhejiang Geely Holding Group)周五说，将撤销三个单独的品牌帝豪(Emgrand)、全球鹰(Gleagle)和英伦(Englon)，采用统一的吉利品牌。吉利董事长李书福说，多品牌战略迫使吉利开发三个不同类别的车辆，超出了吉利的能力范围。

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.

上海汽车集团股份有限公司(SAIC Motor Co., 简称:上汽集团)旗下MG品牌、安徽江淮汽车股份有限公司(Anhui Jianghuai Automobile Co.，简称: 江淮汽车)和重庆力帆实业（集团）有限公司(Chongqing Lifan Industry (Group) Co.)将分别发布一款紧凑运动型多用途车(SUV)，这种车在中国越来越受欢迎。长城汽车股份有限公司(Great Wall Motor Co. 简称：长城汽车)将发布H8 SUV，这款车之前因质量问题被推迟发布。

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.'

这些公司希望说服像应国华（音）这样的购车者继续忠于中国品牌。49岁的应国华是北京人，从事个体经营。应国华以前开一辆花了约人民币18万元（合29,200美元）购买的中华汽车(Zhonghua)，这个品牌曾经归宝马(BMW)的中国合作伙伴华晨中国(Brilliance China)所有。他说，那辆车没有真正符合他的期望，车子总的来说很漂亮，但开起来感觉不够皮实。他换了一辆人民币45万元的奥迪(Audi)。他表示，那才是他想要的那种车，因为它是德国牌子。他说，奥迪车开起来动力强劲，而且很皮实。

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.

中国品牌难以赢得中国消费者的芳心，这个趋势似乎在第一季度有所加快。吉利在香港上市的子公司宣布一季度销量为89,607辆，下滑约37%。巴菲特(Warren Buffett)投资的比亚迪(BYD Co.)一季度在中国销量为103,500辆，同比下降约28%。奇瑞汽车有限公司(Chery Automobile Co.)宣布一季度销量下滑25%，至109,000辆。

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.

中国汽车工业协会发布的数据显示，今年第一季度，包括微型客车在内的中国自主品牌汽车的市场份额下滑至接近39%，低于上年同期的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，许多外国汽车厂商的在华销量强劲上扬。福特汽车(Ford Motor Co.)一季度在华销量增长45%，达到271,321辆。

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.

质量差、营销弱、行业结构缺乏效率是中国自主品牌汽车陷入困境的根源。令形势更加严峻的是，外国汽车厂商和它们的中方合资伙伴已经开始着眼于生产低价车，因为它们预计随着上亿中国农村人口进入城市寻找工作、购买住房和汽车，低价车的需求将迅速上升。

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.

中国政府也要求外资汽车厂商与中国合作伙伴共同开发适合中国市场的低端品牌。日产汽车(Nissan Motors)和中国东风汽车公司(Dongfeng)的合资品牌启辰(Venucia)一季度的销量达到10,487辆，只略低于日产汽车人气SUV逍客(Qashqai)的销量。这意味着中国本土汽车公司将面临更大的竞争压力，尤其是那些没有与外资合作的本土公司。

'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.

中国汽车工业协会常务副会长董扬说，中国自主汽车品牌依然十分弱小，这样的局面不知道要多久才会改变。

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.

咨询公司麦肯锡(McKinsey & Co.)的亚洲汽车行业团队负责人高旭(Paul Gao)认为，中国60%至70%的购车者是首次购车。他说，有了更多的经验之后，购车者会更加关注拥有汽车的整体成本，考察诸如燃油效率和维护成本之类的因素，而这正是外国品牌占优势的地方。

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.

东风汽车董事长徐平上个月说，虽然中国汽车品牌取得了很大的进步，但实力仍然不及其他国家的品牌。他说，他相信中国肯定会打造出强大的汽车品牌。

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.'

有一些迹象表明中国汽车厂商正在制造更好的汽车。去年J.D. Power对逾27个中国最好的汽车品牌进行了研究，其中四个品牌的新车质量首次高于行业平均水平。J.D. Power上海办事处的副总裁布罗德里克(Geoff Broderick)说，这样的情况是一种突破。

'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.'

布罗德里克说，中国品牌的质量在改善，但消费者还没有感受到。他说，中国人喜欢品牌，中国消费者的看法是，如果你有钱，就要买外国品牌。

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岁科技公司员工Libra Hu开的是一辆人民币60万元的奥迪车，这是她父母和公公婆婆送给她的结婚礼物。她说，这辆车是德国产、从德国进口的，她全家都信任奥迪的质量和服务。

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.

在中国，众多公司（包括国有和民营中资公司以及它们与外国的合资公司）争相吸引购车者的注意。J.D. Power的布罗德里克说，中国的品牌和车型数量差不多是美国的两倍。他预计中国汽车厂商今年的产能利用率在44%左右，大约是在华外国品牌工厂产能利用率的一半。

Talk of consolidation is common.

有关行业整合的言论十分普遍。

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.'

福特首席执行长穆拉利(Alan Mulally)在北京接受采访时说，他预计规模更大、与西方企业合作的中国公司将会收购较为弱小的公司。穆拉利说，经济因素将会占据主导，如果没有足够的规模，就无法与他人竞争。

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.

但吉利的李书福说，他运营自己的汽车公司就已经忙得不可开交，并无推动整合浪潮的计划。

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.

一些中资厂商投资外国品牌，以此获得品牌效应和专有技术。今年3月，东风汽车收购了法国汽车生产商标致雪铁龙(PSA Peugeot Citroen)的部分股份。北京汽车工业控股有限责任公司(Beijing Automotive Industry Holdings Co.，简称：北汽控股)也说，正在积极考察在欧洲和美国的并购前景。

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.

在国内，一些汽车厂商已经开始合作。2012年广州汽车集团股份有限公司(Guangzhou Automobile Group Co.)和奇瑞联手，在研发节能“绿色汽车”和汽车零部件生产等方面展开合作。上汽集团利用与通用汽车(GM)的合作关系，基于别克(Buick)平台打造其荣威(Roewe) 950轿车。吉利正与其2010年收购的瑞典品牌沃尔沃(Volvo)合作开发新车型。麦肯锡的高旭说，这种情况将会越来越多。