愛華網(wǎng)評論(19)
Bloomberg News
保時捷并不華麗的四門轎車和SUV在中國比跑車更受歡迎。
保
時捷(Porsche)在中國賣得最好的是哪一款？
提示：是四門車，不是兩門。
跟多數(shù)豪車生產(chǎn)商一樣，保時捷在中國成長迅速，不過它在中國最受歡迎的車型不是跑得飛快的911跑車，而是四門轎車“Panamera”和卡宴(Cayenne)SUV。
香港捷成集團(Jebsen Group)旗下汽車經(jīng)銷公司捷成汽車(Jebsen Motors)是保時捷在中國最大的經(jīng)銷商。該公司本周說，為趕上需求的急劇增長，它將在中國擴張，在上海開設第二家經(jīng)銷店。除了上海以外，捷成也在北京、杭州、廣州、深圳、香港和澳門銷售保時捷。
捷成集團負責捷成汽車的董事畢少樸(Mark Bishop)最近接受《華爾街日報》采訪，討論了中國的豪車市場，以及這個國家為什么更喜歡轎車而非跑車。以下為經(jīng)過編輯的訪談內(nèi)容。
《華爾街日報》：目前豪華汽車在中國市場賣得怎么樣？銷量是否仍像去年那樣強勁？
畢少樸：仍然非常強勁。豪華汽車銷量仍在顯著增長。保時捷在中國的增長非常快，2004年全國銷量在350輛到400輛，2010年已達1.5萬輛左右。中國已經(jīng)成為保時捷在全世界的第二大市場。
去年，保時捷在中國的總銷量當中，接近三分之一是我們捷成銷售的。2010年，我們在上海的保時捷中心成為中國第一家全年銷量超過1,000輛的汽車經(jīng)銷店。但在經(jīng)銷商越來越多、競爭越來越激烈的情況下，我們的增長機會或許不如以前。
《華爾街日報》：你們的競爭對手是誰？其他品牌還是其他經(jīng)銷商？
畢少樸：隨著經(jīng)銷商網(wǎng)絡越來越大，競爭也越來越激烈。你所經(jīng)營的地盤就變得更加局促一些。但也有其他品牌參與競爭的因素，特別是其他德系產(chǎn)品：寶馬(BMW)，梅賽德斯(Mercedes)，奧迪(Audi)。
《華爾街日報》：在中國賣得最好的是哪款？
畢少普：中國是卡宴和Panamera的最大市場?？紤]到Panamera才上市18個月，這是一個了不起的成就。但它也反映了哪一類車在這個市場受到歡迎。兩款車占了整個業(yè)務的80%。
跑車同樣也有明顯增長。但我認為中國一直是一個大車市場。人們喜歡SUV。而且一直存在一種讓專職司機開車的文化，我認為這種文化至今存在。但也有越來越多的人是自己開車。甚至那些讓司機開車的人，現(xiàn)在也是在周末的時候跟家人一起出去，由一家之主開車。
《華爾街日報》：你是否擔心中國經(jīng)濟放緩？
畢少樸：有兩個潛在風險。一是經(jīng)濟放緩，二是社會問題，或者說是政府在購車方面會有什么措施，在管理城市汽車方面會有什么措施。決策可能會很快做出，而我們得依據(jù)政府決策行事。
What's the best-selling Porsche model in China?
Hint: It has four doors, not two.
Like most luxury carmakers, Porsche has grown fast in China, though its most popular car in the country isn't its speedy 911 sports car but its four-door Panamera sedan and Cayenne SUV.
Jebsen Motors, the auto division of the Hong Kong-based conglomerate Jebsen Group, is Porsche's largest distributor in China. It said this week that it will be expanding in the country, opening its second dealership in Shanghai to keep up with surging demand. In addition to Shanghai, Jebsen sells Porsches in Beijing, Hangzhou, Guangzhou and Shenzhen, as well as Hong Kong and Macau.
Mark Bishop, the group director for Jebsen Motors, recently talked with The Wall Street Journal about the luxury market in China and why the country prefers sedans over sports cars. The following interview has been edited.
The Wall Street Journal: How are luxury cars doing in China at the moment? Are sales as strong as they were last year?
Mr. Bishop: It's still very buoyant. The luxury end of the business still enjoys significant volume growth. We've seen meteoric growth here at Porsche, from around 350 to 400 cars in 2004 for all of China, to around 15,000 in 2010. China has become the No. 2 market for Porsche world-wide.
At Jebsen last year, we sold approximately one-third of the total volume for Porsche in China. In 2010, our Porsche Centre in Shanghai became the first dealership in China to sell over 1,000 units in a single year. But with more dealers and competition, our opportunities for growth might not be as great.
WSJ: Who are your competitors: other brands or other dealers?
Mr. Bishop: As the dealer network grows, it adds competition. The territories that you operate become a bit more confined. But there's also the element of other competitive brands, particularly the other German stables: BMW, Mercedes, Audi.
WSJ: What sells well in China?
Mr. Bishop: China is the biggest single market for the Cayenne and the Panamera. Considering the Panamera has only been on the market for 18 months, it's a significant achievement. But it's also an indication of the kind of cars that are popular here. Those two models are 80% of the business.
We're still seeing a significant increase in the sports car too. But I think China has always been a big-car market. There's a love for SUVs. There's always been a chauffeur culture too, and I think that still exists today. But we're seeing more and more people driving themselves. Even those who use it with a driver, we're now seeing them on the weekends with the family out and the father driving.
WSJ: Are you worried about a slowdown in China?
Mr. Bishop: There are two potential risks. No. 1, economic slowdown. No. 2, social issues, or in what the government does in regards to buying cars and what it does about regulating them in the cities. Decisions can be made fast, and we have to work within it.
Jason Chow
