克莱斯勒组合拳打开新局面
《财富》
2011-11-15
克莱斯勒CEO塞尔吉奥•马基奥尼采取了一系列策略来刺激销量,使克莱斯勒重新成为消费者关注的对象。
克莱斯勒城乡/道奇大捷龙 尽管克莱斯勒试图根据不同的顾客群体对旗下的几款MPV进行定位——比如道奇大捷龙(Grand Caravan)的售价最高为30,000美元,而克莱斯勒城乡(Town & Country)的售价则在30,000美元以上——但这些MPV的销量却每况愈下。今年10月克莱斯勒城乡的销量下降了25%,道奇大捷龙的销量下降了13%。马基奥尼称,他计划关掉道奇大捷龙的生产线,以避免品牌重叠以及顾客认知的混淆。尽管少了这款MPV,但随着新微型车和紧凑车加入克莱斯勒的产品线,以及阿尔法•罗密欧的强势登陆,克莱斯勒的销量应该还会继续增长。 |
Town & Country/Grand Caravan Despite Chrysler's attempts to target the vans to different customer groups -- the Dodge van is (roughly) priced up to $30,000, the Chrysler at $30,000 plus -- sales have been sagging. The Town & Country was off 25% in October, while the Dodge Grand Caravan fell 13%. Marchionne said he will kill off the Dodge van to avoid brand overlaps and customer confusion. But with the promise of new subcompacts and compacts, and the arrival of Alfa Romeo, Chrysler's sales should continue to rise despite losing the nameplate. |