馬基奧尼的魔法

????為了推高銷(xiāo)量指標(biāo)，汽車(chē)廠商們往往會(huì)玩很多花招。比如李?艾科卡1978年入主克萊斯勒的時(shí)候，就發(fā)現(xiàn)了所謂“銷(xiāo)售銀行”的問(wèn)題，也就是說(shuō)公司在沒(méi)有接到客戶(hù)訂單的情況下就進(jìn)行生產(chǎn)，導(dǎo)致庫(kù)存貨滿為患，大量汽車(chē)囤積在空地上，最后只能按白菜價(jià)出售。而通用過(guò)去在銷(xiāo)量上搞貓膩也是出了名的，它把汽車(chē)賣(mài)給租賃公司三到四個(gè)月的時(shí)間，然后在賬面上記錄這些汽車(chē)已經(jīng)賣(mài)了出去，然后再虧本買(mǎi)回這些汽車(chē)進(jìn)行二次銷(xiāo)售。內(nèi)情人士將這個(gè)過(guò)程稱(chēng)為“生產(chǎn)二手車(chē)”。

??? 到目前為止，馬基奧尼并不十分依賴(lài)集團(tuán)客戶(hù)的銷(xiāo)售，也沒(méi)有過(guò)分采用激勵(lì)手段進(jìn)行促銷(xiāo)。克萊斯勒的財(cái)務(wù)狀況已經(jīng)證實(shí)了這一點(diǎn)。馬基奧尼的成功主要?dú)w功于定位明確的設(shè)計(jì)改良，以及巧妙的營(yíng)銷(xiāo)策略和老到的品牌管理。曾負(fù)責(zé)過(guò)汽車(chē)業(yè)緊急救助小組組長(zhǎng)的史蒂夫?拉特納上周對(duì)《底特律新聞報(bào)》（the Detroit News）的記者大衛(wèi)?謝帕爾德森稱(chēng)：“克萊斯勒真是令人不可思議。再過(guò)一百萬(wàn)年，我也無(wú)法想象馬基奧尼能夠取得這樣的成就。”

譯者：樸成奎

Marchionne magic

????There is a bag of tricks that automakers can use to boost sales figures. When Lee Iacocca took charge of Chrysler 1978, he unwound its notorious sales bank, where cars built without customer orders would be stored on vacant lots until they could be sold at fire sale prices. GM used to be famous for selling cars to rental companies for three or four months to record a sale and then buying the cars back at a loss for resale. Insiders described the process as "manufacturing used cars."

??? So far, Marchionne has been sparing in his reliance on fleet sales and is holding the line on incentives. Chrysler's bottom line attests to that. His success is mostly due to targeted design improvements, smart marketing, and savvy brand management. As former car bailout chief Steve Rattner told David Shepardson of the Detroit News last week, "Chrysler is amazing. I would have never in a million years bet that Sergio could do what he's done."