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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。

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克莱斯勒200

克莱斯勒200

    克莱斯勒200是之前的失败车型伯锐(Sebring)的改款之作,而且它的销量也大大超过了老款。这在很大程度上要归功于车身钣金、格栅和前后车灯的重新设计。不过还有一部分原因要归功于它的新名字提升了它的档次。Edmunds.com分析师阿塞维多称:“通过改名,克莱斯勒凭空提高了克莱斯勒200的档次,让消费者以为克莱斯勒200是旗舰车型克莱斯勒300的小弟。伯锐早就成了无所不在的‘街车’,还由于质量问题而饱受诟病。因此克莱斯勒200也通过改名划清了与老款伯锐的界限。”

Chrysler 200

    The Chrysler 200, a reworked version of the failed Sebring, is also outselling its predecessor--and by a wide margin. Much of the surge is due to another successful redesign with new body panels, grille, and lights front and rear. But a piece of the credit goes to the new name that connects it to its upscale car lot neighbor. "By changing the name, Chrysler was able to let its midsize offering ride the coattails of the Chrysler 300 and to encourage consumers to think of the 200 as the younger brother of the flagship 300," says Edmunds' Acevedot. "It also has the added benefit of distancing itself from its predecessor, a vehicle notorious for quality issues and fleet pervasiveness."

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