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2010-6-9 23:47
Last year more cars were sold in China than anywhere on Earth, but only one-third of them were Chinese brands. That means two-thirds of mainland drivers do not want a Chinese car – hardly a vote of confidence in domestic brands.
As the balance of power in the global car industry shifts to the east, motor manufacturers are watching closely for the emergence of a globally competitive Chinese car brand. Last year was a watershed for Chinese carmakers as their domestic market took first place globally and local carmakers bought some or all of famous foreign brands such as Saab and Volvo. But building a world- famous Chinese car marque remains a distant dream, say car analysts. “Chinese car companies must first convince Chinese consumers of the quality of Chinese-branded cars before they can expect wide acceptance in overseas markets,” says Bill Russo, head of Synergistics car consultancy in Beijing and former head of Chrysler in China. Ivo Naumann, of motor industry advisers Alix Partners in Shanghai, says there will not be a big global Chinese brand with significant market share in a leading market outside China in the next five years or so, though he says he is “absolutely sure that it will happen some day”. But that is an improvement. Until recently, when asked how soon a Chinese brand could reach globally competitive status, car industry analysts and insiders used to say it would take a generation. “It took the Japanese decades, it took the Koreans a decade, it probably will take the Chinese less,” says Mr Russo. “[In] one or two product cycles – in 5-10 years – we will see Chinese- branded cars in the mature markets.” China's carmakers have made good progress towards that goal. Last year, the local market grew 45 per cent. The share of Chinese companies has risen from 21 per cent in 2004 to 32 per cent in 2009. Mr Naumann expects them to add another 5 percentage points by 2015. China's carmakers have developed. Those that previously had a limited range of models can now span the full spectrum, with the number of domestic models rising from 53 in 2006 to 159 last year. But their approach to branding is “not yet mature” says Mr Russo. He says that while Geely and Chery, two private carmakers, are furthest along in articulating a branding strategy, “they still have to prove that their cars actually represent something more than just lower-priced alternatives to foreign-branded cars”. Geely, whose parent company recently bought Volvo, is under no illusions that it can use the Swedish brand to sell Chinese cars in western markets. In fact, it is so worried about the reputation of Chinese brands abroad, that it plans to keep Volvo production and research and development in Europe for the foreseeable future. The move is designed to help sales, not just in Europe, but in China too, where foreign brands still command a premium. Wang Fengying, chief executive of Great Wall Motor, the first Chinese carmaker to win regulatory approval to sell its vehicles throughout the European Union, says China will struggle to export its cars to Europe or other developed markets until it first overcomes the stigma of the “Made in China” label. Ms Wang says “it could take 20 years” before the country's brands can reach true global competitiveness. She argues that it may not take China as long to establish a global brand as it did Toyota, “but it would be hard to establish a brand like Toyota in a short time”, she says. 去年，中国汽车销量位居全球首位。但在中国售出的汽车中，只有三分之一是本土品牌。也就是说，三分之二的中国内地车主不想买中国汽车——这很难算得上对本土品牌的信任票。
随着全球汽车行业的力量平衡东移，各国汽车制造商都在密切关注着中国何时会出现一个具有全球竞争力的汽车品牌。 对中国汽车制造商来说，去年是个分水岭：一是因为中国汽车市场成为全球老大；二是中国本土汽车制造商部分或全盘收购了萨博(Saab)和沃尔沃(Volvo)等著名外国品牌。 不过，汽车行业分析师们表示，建立一个举世闻名的中国汽车品牌，仍然是一个遥远的梦想。 “中国汽车公司首先必须让中国消费者相信中国品牌汽车的质量，才能指望在海外市场获得广泛接受。”原克莱斯勒(Chrysler)中国区主管、北京Synergistics汽车咨询公司总裁比尔•拉索(Bill Russo)表示。 上海汽车行业咨询公司Alix Partners的伊沃•瑙曼(Ivo Naumann)认为，未来5年左右，中国不可能出现在本土以外主要汽车市场占据很大份额的国际品牌。但他表示，自己“绝对相信会有这么一天。” 但这已经比以往乐观。直到不久前，当被问起中国汽车品牌多久能达到具有全球竞争力的水平时，汽车行业分析师和业内人士还总是说，这需要一代人的时间。 “日本人花了几十年，韩国人花了十年，中国人花的时间可能会短一些，”拉索表示，“在一至两个产品周期——也就是5至10年内——我们将会在成熟市场看到中国品牌汽车。” 中国汽车制造商已朝着这个目标大步迈进。去年，中国国内汽车市场增长了45%。中国汽车公司的市场占有率，从2004年的21%扩大到2009年的32%。瑙曼预计，到2015年，这一比例将进一步提高5个百分点。 中国汽车制造商已取得进展。以前车型有限的汽车公司，现在已经能够覆盖全部车型，去年国产车型从2006年的53款增加到159款。 不过，拉索表示，中国汽车制造商在品牌上的做法“尚不成熟”。他指出，吉利(Geely)和奇瑞(Chery)这两家民营汽车公司虽然在制定品牌策略方面走得最远，但“它们还必须证明，自己生产的汽车实际上不仅仅是外国品牌汽车的低价替代品”。 吉利的母公司近期收购了沃尔沃，利用这个瑞典品牌在西方市场销售中国汽车，对吉利来说绝非痴心妄想。事实上，由于担心中国品牌在海外名声不佳，吉利计划在可预见的未来，保留沃尔沃在欧洲的生产和研发业务。此举旨在促进销售，不仅是在欧洲的销售，也包括在中国本土的销售（在中国市场，外国品牌仍卖得比中国品牌贵）。 长城汽车(Great Wall Motor)是中国首家获准在欧盟全境销售汽车的公司。该公司总裁王凤英表示，在消除“中国制造”的坏名声之前，中国很难把汽车出口到欧洲和其它发达市场。 王凤英表示，中国汽车品牌“可能需要20年时间”，才能真正具备全球竞争力。 她认为，中国要建设一个国际汽车品牌，花的时间可能会少于丰田(Toyota)，“但要在短时间内建立一个像丰田这样的品牌十分困难”。 译者/杨远 |