特斯拉非特许经营不可？

    那么这意味着什么呢？该发言人坚称，“目前还没有任何细节可供透露”，并表示现在说特斯拉正在考虑特许经营是不准确的。

    有行业内幕人士表示，所谓的“混合型”模式可能意味着以州为单位开展特许经营，也就是说在那些最严厉反对直销的州里开放特许经营，比如加利福尼亚州和得克萨斯州。或者它可能表示特斯拉将针对现有特许经营法规做出某些调整，以满足现行法规的某些方面，同时继续与有关各州法规的某些方面保持对抗。

    国际特许经营协会理事会（International Franchise Association Board）的成员、公关公司No Limit Agency的CEO尼克•鲍威尔斯指出：“这个童话也要与时俱进了。虽然有些评论人士可能会反感一阵子，但是只要公众或是那些想买特斯拉的人支持这种转变，需求又放在那里，就没什么关系。”

    如果开放特许经营是不可避免的，那么特斯拉为什么还在坚决否认自己会搞特许经营？鲍威尔斯认为这可能与品牌声誉有关。“（不开放特许经营）可能符合它的品牌认知……即高档、高端、先进等等特质。”

    换句话说，目前特斯拉之所以一直反对特许经营，独自力斗各大经销商，就是因为它要塑造与传统汽车品牌不同的形象。不过一旦特斯拉想要确保它在全美范围内的存在，“混合型”模式的出现或许就不可避免，而这种“混合型”模式看起来很像特许经营。（财富中文网）

    译者：朴成奎

    What could that mean? The spokesperson maintained that there are “no details at this point,” and that it would be inaccurate to say that the company was considering franchising.

    Industry insiders posited a hybrid model could mean franchising on a state-by-state basis, focusing on states with the strictest pro-franchising policies, like California and Texas. Or, it could mean adjusting to meet some aspects of existing auto franchising regulations, while continuing to fight other aspects of state regulation.

    “The fairy tale is going to have to evolve,” says Nick Powills, a member of the International Franchise Association Board and CEO of public relations firm No Limit Agency. “The critics are going to hate it for a moment, but as long as the general public or those that are willing to buy a Tesla support it and the demand is there it won’t matter.”

    If it’s inevitable, then why is Tesla still denying claims that it will franchise? Powliss says brand reputation has something to do with it. “[Tesla not franchising] probably matches the brand perception… of up-class, upscale, state of the art, everything else that comes with a Tesla vehicle.”

    In other words, for now, Tesla has to keep fighting against franchising and auto franchises because its brand as the alternative to the traditional auto industry depends on it. However, don’t be surprised if, once Tesla wants to ensure its national presence, a “hybrid model” emerges that looks a lot like franchising.