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通用汽車路在中國(guó)

通用汽車路在中國(guó)

Alex Taylor III 2011-08-30
中國(guó)消費(fèi)者遠(yuǎn)離美國(guó)本土,但是隨著中國(guó)汽車市場(chǎng)的快速發(fā)展,中國(guó)消費(fèi)者的審美趣味和消費(fèi)偏好正在對(duì)美國(guó)汽車業(yè)的巨頭產(chǎn)生日益顯著的影響。中國(guó)市場(chǎng)正在逐步成為左右通用未來(lái)發(fā)展方向的重要因素。

????通用汽車(General Motors)在美國(guó)市場(chǎng)銷售的汽車越來(lái)越受到中國(guó)用戶的影響,盡管這一客戶群遠(yuǎn)在7,100英里之外。

????盡管2012款別克Verano這一優(yōu)雅的緊湊型轎車還沒(méi)有登陸美國(guó)展廳,但其孿生車型,別克英朗GT,早已于2010年6月在中國(guó)市場(chǎng)開賣。即將于9月上市的雪佛蘭Sonic兩廂車的設(shè)計(jì)則來(lái)自于亞洲,由通用在中國(guó)的合資廠操刀。

????問(wèn)及通用為什么會(huì)有東方情結(jié),史蒂夫?葛斯基說(shuō),“很簡(jiǎn)單:做做算術(shù)就知道了。”通用合資廠在中國(guó)去年的銷售量超過(guò)200萬(wàn)臺(tái),超越了通用在美國(guó)的銷售量,公司預(yù)計(jì)該數(shù)字在未來(lái)5年內(nèi)將增加一倍。

????美國(guó)市場(chǎng)銷售的車型和設(shè)計(jì)也越來(lái)越受到中國(guó)消費(fèi)者喜好的影響。熱銷款別克君越(LaCrosse)的內(nèi)飾就是由通用上海設(shè)計(jì)工作室設(shè)計(jì)的。

????愛德華?威爾本每年要來(lái)中國(guó)4趟,他說(shuō)中國(guó)審美觀念正逐漸融入通用汽車的設(shè)計(jì)。威爾本坐騎的散熱格柵上以及頭燈套筒上采用了精美的玉雕元素,儀表盤冰綠色背光也使汽車增色不少。

????通用汽車的中國(guó)合作伙伴,上海汽車工業(yè)總公司(Shanghai Automotive Industrial Corp.)是中國(guó)最大的汽車生產(chǎn)商。上汽公司渴求擴(kuò)大技術(shù)能力、產(chǎn)品陣容以及國(guó)際市場(chǎng)份額,通用則可向公司提供相關(guān)的專業(yè)知識(shí)和技術(shù)

????通用和上汽已經(jīng)建立了十二個(gè)合資廠,幾乎涵蓋了汽車工程、生產(chǎn)和銷售的各個(gè)方面,而且雙方從未曝光過(guò)任何分歧。中國(guó)汽車銷售呈現(xiàn)了爆發(fā)式的增長(zhǎng),其規(guī)模和速度在汽車工業(yè)史上都是史無(wú)前例的,這也為市場(chǎng)帶來(lái)了一些新機(jī)遇。

????如果問(wèn)問(wèn)通用汽車國(guó)際運(yùn)營(yíng)部的總裁提姆?李是否會(huì)考慮將通用汽車的總部搬到上海,他肯定會(huì)說(shuō)“絕不會(huì)”。

????如果想問(wèn)上汽公司能否在通用汽車董事會(huì)上占據(jù)一席之地,你會(huì)得到同樣的答案。但其他的一切貌似已經(jīng)提上了議程,包括把中國(guó)生產(chǎn)的汽車拿到美國(guó)市場(chǎng)銷售。

????未來(lái)10年,通用汽車預(yù)計(jì)中國(guó)將新增1,270萬(wàn)輛汽車的銷量,相當(dāng)于新增一個(gè)美國(guó)市場(chǎng)。而GM的市場(chǎng)份額也會(huì)隨之水漲船高。

????即便位于密歇根州底特律市的通用總部不會(huì)搬遷,但該總部似乎已經(jīng)注定要唯中國(guó)馬首是瞻。

????The cars General Motors sells in the U.S. are increasingly influenced by customers 7,100 miles away: the residents of the People's Republic of China.

????The 2012 Buick Verano, a stylish compact sedan (seen above), isn't in U.S. showrooms yet, but a similar vehicle has been on sale since June 2010 in China, where it is known as the Buick Excelle GT. The Chevrolet Sonic hatchback that will hit dealers in September was designed in Asia by a joint venture run partly by GM's Chinese partner.

????When asked to explain GM's eastward bias, Steve Girsky says, "It's simple: Do the math." GM's joint ventures sold in excess of 2 million vehicles in China last year -- more than GM (GM, Fortune 500) sold in the U.S. -- and the company expects to double that number in five years.

????The tastes of Chinese customers are beginning to influence cars designed and sold in the U.S. The interior of the popular Buick LaCrosse was executed in GM's Shanghai design studio.

????Ed Welburn, who visits China four times a year, says a Chinese aesthetic is finding its way into GM designs. The delicate lines of jade sculpture appear in radiator grilles and headlamp fixtures on Welburn's cars, while its icy green color turns up in the instrument panel and a variety of accents.

????GM's Chinese partner, Shanghai Automotive Industrial Corp., is the largest automaker in China. SAIC is eager to expand its technological capabilities, product lineup, and penetration of foreign markets, and it relies on GM for expertise and know-how.

????GM and SAIC already cooperate in a dozen ventures covering almost every aspect of automotive engineering, manufacturing, and distribution, and any disputes are kept far from public view. The explosion of Chinese auto sales -- unparalleled in scale or velocity in automotive history -- opens up some interesting possibilities.

????Ask GM's international boss Tim Lee whether he can envision GM ever moving its headquarters to Shanghai, and he barks "Never."

????Ask about a seat for SAIC on the GM board and you get the same answer. But everything else seems to be on the table, including building cars in China for sale in the U.S.

????Over the next 10 years, GM believes China will grow by another 12.7 million units -- in effect adding another market the size of the U.S., and that GM's share will rise along with it.

????Even if corporate headquarters never leave Michigan, Detroit's GM seems destined to wind up as an appendage to a China-centric company.

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