汽车业2014年输赢大盘点
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品牌 赢家 拜新款切诺基（Cherokee）改款所赐，吉普（Jeep）今年的市场份额提高了1.2个百分点。2015年，在推出基于菲亚特平台的自由侠（Renegade）后，它的份额还将有所提升。 输家 在等待新款皮卡销量增长及运动型轿车上市销售的过程中，福特的市场占有率损失了0.9个百分点。 细分市场 赢家 稳中有跌的油价让美国人在买车时不再假装喜欢节能环保：只要有得选，他们就会更青睐皮卡。9月份，雪佛兰西尔维拉多皮卡（Chevrolet Silverado）销量增长了54%，道奇公羊（DodgeRam）则增长了30%。总体来看，2015年前9个月里，皮卡的销量增长了10%。 输家 《汽车新闻》（Automotive News）报道称，在2014年全行业销售普涨6%的情况下，轿车销售的增幅仅为1%。其中有些细分车型实际上已阵地难保。在缺乏值得关注的新车型背景下，像丰田亚洲龙（Avalon）这样的全尺寸大型轿车销售下降了6%。 工厂 赢家 为了推出2015款锐界（Edge）酷越车，福特位于加拿大奥克维尔的组装厂将雇佣一千多人。不过，从它对经济的带动这个角度看，这次大招聘却让人喜忧参半：福特即将获得高达1.4亿美元的政府补贴，此外，这次招聘中约有半数新岗位将会取代原来完成类似任务的外部供应商。 输家 早在1941年，克莱斯勒的托莱多工厂就开始生产吉普轿车，但菲亚特克莱斯勒汽车公司（FCA）CEO塞尔吉奥•马尔基翁对这座拥有悠久历史的工厂的未来产生了疑虑。马尔基翁称，这座平台工厂需要斥巨资改建，这就使得在这里生产拥有单片式车身的2017款牧马人（Wrangler）很不经济。 经销商 赢家 沃伦•巴菲特宣布收购全美第五大汽车经销商范图尔集团（Van Tuyl Group）的消息，带动全美汽车租赁公司（Auto Nation）、潘世奇汽车集团（Penske Automotive）、Group 1公司等上市经销商的股价普遍上涨。巴菲特完成这笔收购后，汽车经销业势必会加速整合，这应该有助于投资者锁定这些收益。 输家 那些还维持着夫妻店模式的经销商们又多了一个聪明的竞争对手。在巴菲特的支持下，它不仅拥有规模效益，还能更容易筹到大笔资金。那些规模较小的经销店会发现，它们很难抗衡这些拥有全自动流程、标准化商业操作，以及深谙当地市场的全国性品牌的汽车经销巨头。 |
Brands Winners Jeep added 1.2 points of share this year thanks to the incremental lift from the new Cherokee and it will get another boost in 2015 from the Fiat-based Renegade. Losers Ford division lost .9 points while it waits for sales from new pickup truck and sporty car models to kick in. Segments Winners Stable and falling gas prices have stripped the pretense from American buying habits: Given a choice, they prefer trucks. In September, sales of the Chevrolet Silverado pickup rose 54% and the Dodge Ram 30%. Overall, for the first nine months of 2015, truck sales climbed 10%. Losers In an overall industry up 6% in 2014, car sales rose only 1%, according to Automotive News. Some segments actually lost ground. In the absence of noteworthy new models, full-size cars like the Toyota Avalon TM -1.14% were down 6%. Plants Winner Ford will hire more than 1,000 people for its Oakville, Canada assembly plant in preparation for the launch of its 2015 Edge crossover. The hiring is something of a mixed economic blessing: Ford is getting $140 million in government subsidies, and about half of the new jobs will come at the expense of outside suppliers who had previously performed them Loser FCA CEO Sergio Marchionne cast doubt on the future of Chrysler’s historic Toledo plant, where Jeeps have been built since 1941. Marchionne said the body-on-frame plant would require an expensive overhaul that would make it uneconomic to build the 2017 Wrangler with its unibody construction. Dealers Winners All those investors in AutoNation, Penske Automotive, Group 1 and other publicly owned dealer groups who saw their holdings take a nice upward bounce after Warren Buffett disclosed he had purchased the Van Tuyl Group, the fifth-largest U.S. auto retailer. The speed-up of consolidation following Buffett’s deal should make help stockholders lock in those gains. Losers All those remaining mom-and-pop dealers who will be going up against yet another smart operator in Buffett with scale efficiencies and greater access to capital. Small stores will find it hard to compete against the giants’ automated processes, standardized business practices, and national brands armed mostly with superior knowledge of the local market. |
