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菲亞特?克萊斯勒掌門人刮起汽車業(yè)旋風(fēng)

菲亞特?克萊斯勒掌門人刮起汽車業(yè)旋風(fēng)

Alex Taylor III 2011-12-13
塞爾吉奧的管理原則其實(shí)非常簡單:在他眼里,功績勝過頭銜,杰出勝過平庸,競爭勝過封閉,責(zé)任勝過承諾。

????其管理風(fēng)格的原則其實(shí)非常簡單:在他眼里,功績勝過頭銜,杰出勝過平庸,競爭勝過封閉,責(zé)任勝過承諾。

????馬爾奇奧尼全力將克萊斯勒和菲亞特融合為一體,并使之成為生機(jī)勃勃的具有全球競爭力的汽車廠商。此事遲早將成為商學(xué)院案例分析的經(jīng)典教材。尤其是因?yàn)榇髂防?奔馳公司(Daimler-Benz)操作拙劣,相形之下,它顯得更為突出。

????馬爾奇奧尼對(duì)于克萊斯勒-菲亞特的設(shè)想受到了廣泛的關(guān)注。他成功地對(duì)這兩家公司的管理層進(jìn)行了整合,任命了一支由22名高管組成的團(tuán)隊(duì),自然,所有人都直接向他本人匯報(bào);同時(shí),他還宣稱,要對(duì)合并后的公司的多個(gè)品牌進(jìn)行合理化管理,強(qiáng)化其核心資產(chǎn)。

????馬爾奇奧尼認(rèn)為,他的未來與兩個(gè)品牌有關(guān),那就是吉普和阿爾法?羅米歐(Alfa Romeo)。他準(zhǔn)備將這兩個(gè)品牌推向全球。克萊斯勒和藍(lán)旗亞(Lancia)將分別在美國和意大利繼續(xù)作為地方品牌存在。而道奇(Dodge)很可能會(huì)消亡。馬爾奇奧尼已然將敞蓬小貨車從新的Ram品牌中分離了出去,并賦予克萊斯勒獨(dú)家銷售小貨車的權(quán)利,現(xiàn)在這款車型已被作為道奇大蓬車(Dodge Caravan)來銷售。

????鑒于最近的經(jīng)濟(jì)形勢(shì),馬爾奇奧尼重組克萊斯勒和菲亞特的進(jìn)程注定不會(huì)一帆風(fēng)順。他在紐約的晚會(huì)上發(fā)表演講時(shí)表示,導(dǎo)致美國金融危機(jī)的管理混亂“讓我們?yōu)l臨世界大決戰(zhàn)的邊緣”。他還補(bǔ)充說,歐元的出現(xiàn)“有可能結(jié)束一切。”他指責(zé)這兩件經(jīng)濟(jì)大事催生了一個(gè)“亂世”。

????但是,他在竭盡全力地應(yīng)對(duì)。本周,馬爾奇奧尼對(duì)路透社(Reuters)表示,由于歐洲經(jīng)濟(jì)不穩(wěn)定,菲亞特的資本投資計(jì)劃因而推遲,他必須等待“更好的光景”出現(xiàn),才能恢復(fù)菲亞特正常的產(chǎn)品發(fā)布節(jié)奏。但是,他說,歐元有希望度過眼下的危機(jī),而國際市場亦會(huì)在未來一兩個(gè)月內(nèi)開始趨于穩(wěn)定。

????最終,馬爾奇奧尼還透露了自己的退休計(jì)劃。他已經(jīng)宣布,將留任至2015或者2016年,而其繼任者將來自公司內(nèi)部。穆拉利及福特應(yīng)該結(jié)束人們對(duì)福特首席執(zhí)行官繼任人選沸沸揚(yáng)揚(yáng)的猜測(cè),學(xué)學(xué)馬爾奇奧尼的領(lǐng)導(dǎo)力以及開誠布公的做法。

????譯者:大海

????The principles of his management style are simple: He values merit over rank, excellence over mediocrity, competition over insularity, and accountability over promises.

????In time, Marchionne's work in pushing together Chrysler and Fiat into a viable global competitor will be the stuff of business school case studies, especially when contrasted with the ham-fisted efforts of Daimler-Benz.

????Marchionne's vision for Chrysler-Fiat is coming into focus. He has integrated the management of the two companies with the appointment of a team of 22 executives -- all of whom report to him, naturally -- and begun to hint at a rationalization of the combined companies' multiple brands and a strengthening of its core assets.

????Marchionne believes that his future belongs to two brands -- Jeep and Alfa Romeo -- that he is prepared to take global. Chrysler and Lancia will remain local brands, anchored in the U.S. and Italy, respectively. And Dodge likely withers away. Marchionne has already separated out its pickup trucks from the new Ram brand, and given sole rights to Chrysler for the minivan now marketed as the Dodge Caravan.

????Recent economic events aren't making Marchionne's Chrysler and Fiat revamp any easier. In his New York speech, he characterized the deregulation that led to the U.S. financial crisis as "having brought us too close to Armageddon," and added that the creation of the euro "has the potential to finish the job." He blames the two events for having created "the age of outrage."

????But he's coping. Marchionne told Reuters this week that European economic uncertainty has caused Fiat to delay plans for capital investment and that he is waiting for "a better line of sight" before resuming its usual product launch cadence. But he said there is a better than even chance that the euro will survive the current crisis and that international markets should begin to stabilize in the next month or two.

????Finally, Marchionne is trying to provide some clarity about his retirement plans. He's announced that he plans to stay until 2015 or 2016, and that his successor will likely come from inside the company. Mulally and Ford could put an end to a lot of speculation and learn some lessons about leadership and openness from him.

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