2014年上半年汽车业谁输谁赢？

    跑车：斯巴鲁俨然已经成为全驱车型中的王者，即便这样，它的跑车销量也是差强人意。今年上半年，斯巴鲁与丰田合作研发的BRZ跑车只卖出4298台，同一款车的Scion版（又叫FR-S）只卖出了7662台。

    品牌：归功于今年新推出的紧凑型SUV 切诺基（Cherokee），菲亚特-克莱斯勒（Fiat Chrysler’s）的Jeep品牌的销量令人难以置信地猛增了45%。Jeep在2013年一共卖出了103,397台车，其中有80,432辆都是切诺基。然而仅凭Jeep新车型的神勇还不足以提升克莱斯勒的表现。尽管新克莱斯勒200也已到店销售，但克莱斯勒的销量还是下降了14%。克莱斯勒已被认定为FCA的“走量”品牌，但它的销量还是不及宝马（BMW）、奔驰（Mercedes-Benz）和马自达（Mazda）。

    进口品牌：最近进入美国汽车市场的韩国起亚（Kia）再一次证明了它是个快速学习型的企业。今年上半年，它在美国的汽车销量比去年同期提高7.9%——几乎是行业平均水平的两倍。而且，它也并非只靠秀尔（Soul）和RIO这种小车搞“薄利多销”。正如汽车网站Edmunds.com分析师杰西卡•考德维尔指出的那样，10年前起亚的旗舰Amanti卖到26,000美元，而如今起亚的新旗舰K900的价格已然是它的两倍。上周我试驾了一辆价值66,400美元的K900，它搭载了一部5.0升V8发动机，还安装了先进的电子系统，从里到外的感觉都与其它20,000美元以上的车型截然不同。

    在欧洲称霸一方的德国大众汽车（Volkswagen）再次证明了一旦越过大西洋，它就会变成一个迟缓的学习者。大众汽车至今不明白美国人是个喜欢变化的民族，它现在的生产线依然是好几年以前的生产线，它在美国的销量也比去年同期下跌了7%。虽然大众立志要加速在美国的发展进程，但进展却一直非常缓慢。将于今年秋天进入美国的第七代高尔夫（Golf）早在两年前就已经在欧洲亮过相了。

    海外市场：虽然巴西市场有所冷却，但中国市场依然炙手可热。经济放缓、利率升高再加上一心看球等原因，使巴西人民今年无心光顾汽车展厅。今年6月，巴西的汽车销量下跌10%，超过了此前预期的7.1%。这对通用和大众等在巴西投入重金建立运营机构的大厂商来说是个坏消息。而在中国这个全球最大的汽车市场，今年上半年乘用车的销量上涨了11.2%，达到963万台。不过到了6月，销量也是有所萎缩。中国国产品牌在西方品牌面前继续丢城失地，目前仅占中国市场三分之一多一点的份额。不过这对通用和大众这两个中国最大的汽车销售商来说却是好消息。

    超豪华车型：劳斯莱斯（Rolls-Royce）的车型在全球都卖得异常火爆，唯独在美国市场不温不火。宝马旗下的这个超豪华品牌日前表示，今年上半年，欧洲和亚洲市场贡献了该品牌全球销量的33%，即1968台。而劳斯莱斯在美国的增长微乎其微。今年上半年，劳斯莱斯在美国只卖出450辆，勉强超过了去年的426辆。每位劳斯莱斯幻影的车主至少有3000万美元的身家，这对劳斯莱斯来说也是件好事。因为每辆幻影的起价就是407,500美元，选装版甚至可以卖到50万美元以上。（财富中文网）

    译者：朴成奎

    Sports cars: Subaru is the king of all-wheel drive vehicles and wields a big stick in rallying, but has a hard time selling sports cars. It moved 4298 copies of its BRZ, jointly developed with Toyota, while Scion’s version of the same car, called the FR-S, found 7662 buyers in the same period.

    Brands: Fiat Chrysler’s Jeep saw its sales jump an almost unbelievable 45%, on the strength of the compact Cherokee introduced last year. Jeep sold 103,397 more vehicles than in 2013, 80,432 of them Cherokees. New models weren’t enough to lift FCA’s Chrysler, however. Its sales fell 14% despite the arrival of a new 200. Chrysler has been designated FCA’s volume brand, but it is currently being outsold by BMW, Mercedes-Benz, and Mazda.

    Import brands: Kia, the newest full-line manufacturer in the U.S. car scene, proved again that it is a fast learner. Its first-half sales ran 7.9% ahead of a year ago—nearly twice the industry average—and they weren’t all Souls and Rios. As Edmunds.com analyst Jessica Caldwell points out, Kia’s top of the line model K900, sells for more than double the $26,000 of its range topper from a decade ago, the Amanti. I drove a $66,400 K900 last week, powered by a big 5.0 liter V-8 and loaded with advanced electronics. Except for the badge on the hood, it was indistinguishable from cars selling for $20,000 or more.

    Volkswagen, which can do little wrong in Europe, showed once again that it is a slow learner when it crosses the Atlantic. Still unused to the idea that Americans like change, it has been marketing the same lineup of cars now for several years, and has seen sales fall 7% since the beginning of the year. It has vowed to speed up, but progress is slow. The seventh generation Golf coming to the U.S this fall made its debut two years ago in Europe.

    Overseas markets: China continues to sizzle while Brazil cools off. Slow economic growth and higher interest rates along with, no doubt, football fever – soccer to you – kept Brazilians out of new car showrooms. Its motor vehicle sales fell 10% in June, finishing off a worse-than-expected first half in which sales fell 7.1%. That’s bad news for GM and VW, which both have big operations there. In China, the world’s largest car market, passenger vehicle sales are up 11.2 percent to 9.63 million for the first six months, though sales cooled in June. Domestic brands continue to lose ground to Western makers and now account for only a little more than one-third of the market. That’s good news for GM and VW, the two largest sellers there.

    Ultra-luxury: Rolls-Royce sales boil around the world but are only lukewarm in the U.S. Rolls, which is owned by BMW, says customers in Europe and Asia boosted sales 33% in the first half to 1968. That’s in sharp contrast to the skinny increase in the U.S., where One Percenters bought only 450 Phantom, Ghosts, and Wraiths vs. 426 last year. The average Phantom owner has a net worth of $30 million, which is a good thing since the Phantom stickers for $407,500 and can be optioned up to $500,000.