福特掌門(mén)人權(quán)力交接平穩(wěn)
盡管上周發(fā)布的第三季度財(cái)報(bào)顯示盈利,福特仍然有不少麻煩: ?????福特必須重新調(diào)整在歐洲市場(chǎng)虧本的運(yùn)營(yíng)結(jié)構(gòu),包括忍痛關(guān)閉在比利時(shí)和英國(guó)的工廠,公司制定了計(jì)劃,以避免在面對(duì)復(fù)蘇的大眾汽車(chē)公司(Volkswagen)時(shí)遭遇更大的虧損。 ?????福特的市場(chǎng)占有率大幅降低,而且這種下滑的趨勢(shì)仍然得不到扭轉(zhuǎn)。十月的銷(xiāo)售報(bào)告顯示,福特的銷(xiāo)量?jī)H增長(zhǎng)了0.5%,而整個(gè)行業(yè)銷(xiāo)量則增長(zhǎng)了6%。要不是因?yàn)槌^(guò)1/4的車(chē)賣(mài)給了租車(chē)公司,福特的業(yè)績(jī)還會(huì)更糟糕。 ?????盡管福特十月的銷(xiāo)售額在美國(guó)排行第三,日本豐田汽車(chē)(Toyota)138,000輛的銷(xiāo)量卻超越了福特的124,000輛。專(zhuān)業(yè)汽車(chē)網(wǎng)站Edmunds.com的分析師刻薄地說(shuō):“十月對(duì)福特來(lái)說(shuō)還真不是個(gè)好月份。” ?????穆拉利的全球“一個(gè)福特”戰(zhàn)略實(shí)施后,新產(chǎn)品的推行并不順利。競(jìng)爭(zhēng)對(duì)手稱,福特推出了獎(jiǎng)勵(lì)機(jī)制,每賣(mài)出一臺(tái)新款福特翼虎(Ford Crossover)跨界車(chē),獎(jiǎng)勵(lì)2,000美元,然而更老的競(jìng)爭(zhēng)對(duì)手雪佛蘭春分(Chevy Equinox)在銷(xiāo)售時(shí)并沒(méi)有實(shí)行這樣的獎(jiǎng)勵(lì)機(jī)制。 ?????《消費(fèi)者報(bào)告》指出,福特新款汽車(chē)的一些技術(shù)故障導(dǎo)致顧客不滿。由于顧客不滿于娛樂(lè)信息觸摸屏控制系統(tǒng)和重新設(shè)計(jì)的自動(dòng)換擋功能,福特和林肯汽車(chē)在該雜志的年度質(zhì)量評(píng)分中排名接近墊底。 ????投資者們注意到,福特今年的市場(chǎng)占有率最高僅有2.56%,而通用汽車(chē)公司(General Motors)則達(dá)到了27.6%。不過(guò)后者在歐洲和北美也有自身的問(wèn)題。 ????所以,對(duì)于穆拉利和比爾?福特整頓了福特易怒的企業(yè)文化,執(zhí)行了這次看起來(lái)幾乎完美的管理層換屆,我們應(yīng)該充分予以肯定。但是不要誤以為新的團(tuán)隊(duì)能夠就此一帆風(fēng)順地走下去。 ????不會(huì)的。 ????譯者:嚴(yán)匡正 |
Despite record third-quarter profits announced this week, there are several trouble spots: ?????Ford must restructure its money-losing European operations, which will involve painful plant closings in Belgium and the U.K., as it develops a plan to avoid further momentum loss momentum in the face of a resurgent Volkswagen. ?????The automaker has been losing market share for a significant stretch, and the slippage has yet to be reversed. October sales reports show Ford gained only half a percent in volume vs. 6% for the industry as a whole. It would have lost even more ground had not more than a quarter of its sales gone to fleet, the most of its major competitors. ?????Despite ranking third in U.S. sales for October, Toyota (TM) handily outsold Ford at retail -- 138,000 to 124,000. "October was not a stellar month for Ford," one Edmunds.com analyst commented drily. ?????New Ford models, the products of Mulally's global "One Ford" strategy, haven't been launching well. Competitors say the new Ford Escape crossover already carries incentives of $2,000 per vehicle, while an older competitor, the Chevy Equinox, sells with no incentives. ?????And new Ford vehicles have customer-repelling technical glitches, according to Consumer Reports. It ranks Fords and Lincoln near the bottom of its annual quality scores due to owner complaints about their touch-screen infotainment controls and redesigned automatic transmissions. ????Investors have noticed. Ford shares are up only 2.56% for the year vs. 27.6% for General Motors (GM, Fortune 500), which has its own problems in Europe and North America. ????So give Mulally (and Bill Ford) credit for overhauling Ford's fractious culture and executing what looks like a picture-perfect example of management transition. But don't confuse that with a sign that the new team will face smooth sailing from here on out. ????It won't. |