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菲亞特CEO高空走鋼絲

菲亞特CEO高空走鋼絲

Alex Taylor III 2013-07-16
菲亞特CEO塞爾吉奧?馬基奧尼現(xiàn)在四面出擊,一方面要解決公司內(nèi)部存在的問題,一方面要掃清公司長期發(fā)展戰(zhàn)略所面臨的障礙,整個情形就如同高空走鋼絲一般驚險刺激。無論最終能否成功,這都堪稱汽車業(yè)近年來最精彩的一場個人表演。

????如果說菲亞特(Fiat)的CEO塞爾吉奧?馬基奧尼知道權(quán)力的杠桿在哪里,那么他比任何人都懂得利用它。以過去短短40天為例,他四處奔波,解決菲亞特和克萊斯勒(Chrysler)的各種問題,同時耐心地、一步步地實施他的長期戰(zhàn)略規(guī)劃。今年六月,他除了像往年一樣去了菲亞特的都靈總部和克萊斯勒的奧本山之外,還去了芝加哥和威尼斯,一邊和美國交管機構(gòu)巧妙周旋,一邊對歐洲工會強力施壓,一邊還要與中國合作伙伴斗智斗勇。

????自從卡洛斯?高森在2000年前后拯救了日產(chǎn)(Nissan),李?艾柯卡在上世紀80年代將克萊斯勒從破產(chǎn)邊緣拯救回來之后,汽車行業(yè)已經(jīng)很久沒有見到這樣精彩的個人表演了。雖然外界還在質(zhì)疑菲亞特-克萊斯勒的運營瓶頸、共識管理和接班人計劃等問題,但誰都不能否認,馬基奧尼的表演是一場精彩的走鋼絲,而且還是沒有任何保護措施的那種,因此一直吸引著人們的眼球。畢竟馬基奧尼當年曾從通用汽車(GM)的里克?瓦格納手中生生榨出20億美元,幾乎是空手套白狼地收購了克萊斯勒20%的股權(quán),而且之后一直使菲亞特保持著生機。下一步馬基奧尼的秋千將蕩向何處呢?

????這就更要考驗馬基奧尼的領(lǐng)導(dǎo)藝術(shù)了。時間并沒有站在他那一邊。菲亞特的前途仍然潛藏著危險,克萊斯勒要想增強競爭力,就要超越現(xiàn)有的吉普(Jeep)和皮卡陣容,擴展轎車產(chǎn)品線,因此要克服的困難還有很多。馬基奧尼幾乎在以超人的速度推動這兩家公司朝著全球大廠商的目標火速前進——也說不定他會在同時盯著六部黑莓手機、聽幾十個人直接向他匯報工作、抽數(shù)不清的香煙的過程中崩潰(萬寶路是他最愛的美國香煙品牌)。

????這位愛穿運動衫的CEO最近做了以下事情:

菲亞特提高了在意大利的產(chǎn)量

????馬基奧尼計劃在意大利生產(chǎn)更多高利潤的車型,而投資這家意大利工廠則是這個計劃的關(guān)鍵。據(jù)《汽車新聞》(Automotive News)報道,克萊斯勒計劃在意大利年產(chǎn)28萬輛小型SUV,預(yù)計將從2014年6月啟動生產(chǎn)。其中有15萬輛將會貼上Jeep品牌,其余的則掛上菲亞特的品牌。那款Jeep車型的內(nèi)部代號叫做B-SUV,外觀像一輛縮小版的牧馬人(Wrangler),將全系提供四驅(qū)模式。而另一款菲亞特車型可能會被命名為500X,會同時提供兩驅(qū)和四驅(qū)版。

對工會強力施壓

????要想擺脫歐洲汽車業(yè)產(chǎn)能過剩的局面,最大的障礙就是各種工會,以及在工會背后支持他們的政客。馬基奧尼從不放過挑戰(zhàn)他們的機會,在菲亞特與標志汽車(Peugeot)合資10億美元建設(shè)的商用MVP工廠開工典禮上,他又一次挑戰(zhàn)了工會。他威脅稱,除非工會明確了他們的工作規(guī)則,否則他就把新款阿爾法羅密歐汽車(Alfa Romeo)的生產(chǎn)挪到國外去。據(jù)彭博社(Bloomberg)報道,馬基奧尼對記者說:“阿爾法羅密歐的重新發(fā)布已經(jīng)板上釘釘,意大利應(yīng)該決定他們到底想不想讓它在這個環(huán)境里生產(chǎn),因為菲亞特和克萊斯勒還有其它的替代性選擇。”菲亞特決定到2016年為止引入19款在意大利生產(chǎn)的車型,其中包括9款掛阿爾法羅密歐銘牌的車型,以及6款瑪莎拉蒂(Maseratis)。如果誰能拿到這些車型的生產(chǎn)任務(wù),價值是無法估量的。

????Does Fiat Chrysler CEO Sergio Marchionne know where the levers of power are, he knows better than anyone how to use them. Take the past 40 days as a for instance. He has been all over the map, taking up issues that guide all his auto companies' day-to-day, at the same time that he patiently notches progress in his long-term strategic plan. In June, he made stops in Chicago and Venice in addition to his regular visits to Fiat's headquarters in Turin and Chrysler's in Auburn Hills and engaged subjects that ranged from U.S. federal safety regulations to European labor laws to cooperative ventures in China.

????It is a dazzling one-man show that the auto industry hasn't seen since Carlos Ghosnrescued Nissan in the early 2000s and Lee Iacocca lifted Chrysler from near-bankruptcy in the 1980s. While it raises obvious questions about operational bottlenecks, consensus management, and succession planning, the Marchionne Flying Circus is a spectacular high-wire act, performed without a net. You can't take your eyes off the action. Marchionne is the one, after all, who squeezed General Motors' Rick Wagoner out of $2 billion, acquired 20% of Chrysler for nothing in 2009, and has kept Fiat alive against all odds. What trapeze will Marchionne swing to next?

????There is more to Marchionne's method than pure theatre. Time is not his friend. Fiat's future remains perilous, and Chrysler has a ways to go before it broadens its car line beyond Jeeps and pickup trucks to become fully competitive. Marchionne is moving with almost superhuman speed to bulk up the two companies to the scale of a global powerhouse -- or collapse under the strain of watching six Blackberrys, dealing with dozens of direct reports, and consuming countless cigarettes. (Marlboros are his favorite U.S brand.)

????Here's what the sweater-clad CEO been up to lately:

Fiat boosts production in Italy

????This assembly plant investment is key to Marchionne's aims to make more high-margin vehicles and build them in Italy if possible. Plans were revealed to Automotive News that Fiat-Chrysler plans to build up to 280,000 small SUVs a year in Italy, with production to start in June 2014. Some 150,000 of the vehicles will be branded Jeeps while the remainder will be called Fiats. The Jeep model, known internally as the B-SUV, looks like a small Wrangler and will be offered as a four-wheel-drive model. The Fiat, perhaps to be named the 500X, will be available with either two- or four-wheel drive, the trade monthly revealed.

Marchionne lays down the law to labor unions

????In the struggle to wring overcapacity out of the European auto industry, the biggest obstacles have been labor unions that block plant closings and the politicians who support them. Marchionne wastes no opportunity to challenge them, and he did so again at the opening of a new $1 billion plant in Italy that Fiat built with Peugeot to assemble commercial vans. There, he threatened to move production of new Alfa Romeo models out of Italy unless he gets clarity on union work rules. "The relaunch of Alfa Romeo will continue for sure," Marchionne told reporters, according to Bloomberg News. "Italy should decide if they want it to happen in this environment or not as Fiat and Chrysler have several alternatives." Fiat intends to introduce 19 Italy-produced models through 2016, including nine Alfa Romeo-badged vehicles and six Maseratis, and the rights to make them will be a valuable prize.

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