海外汽车巨头激战中国市场
After three years of seizing market share from Chinese rivals, foreign auto makers are starting to take it from each other.
Ford Motor Co., Volkswagen AG and Hyundai Motor Corp. are all poised to end the year wit
h significant market share gains in the world's No. 1 auto market, as they were quick to meet demand for sport-utility vehicles and China-tailored new models.
福特汽车公司(Ford Motor Co.)、大众汽车(Volkswagen AG)和现代汽车公司(Hyundai Motor Co.)都准备在今年结束时使自己在中国这个全球最大汽车市场的占有率得到显著提升。这些公司迅速迎合了市场对运动型多用途车(SUV)和为中国消费者量身定制的新车型的需求。
At least some of those gains are at the expense of other foreign players. General Motors Co., Toyota Motor Corp. and Nissan Motor Co. have all seen their China market share shrink so far this year.
然而，这其中至少有部分市场份额的增加是以其他海外汽车制造商的损失为代价的。今年截至目前，通用汽车公司(General Motors Co.)、丰田汽车公司(Toyota Motor Co.)和日产汽车(Nissan Motor Co.)在中国市场的占有率均有所下滑。
Foreign players are chasing drivers like Qian Jin. After months wavering between Ford's
Kuga, Volkswagen's Tiguan and Nissan's X-Trail compact SUVs, the Beijing-based freelance photographer decided on a deluxe-edition Kuga to replace his eight-year-old Volkswagen Golf sedan.
目前，海外汽车制造商都在争夺像钱进（音译）这样的中国消费者。继数月来一直在福特翼虎(Kuga)、大众途观(Tiguan)和日产奇骏(X-Trail)这些紧凑型SUV中犹豫不决之后，这位居住在北京的自由摄影师终于决定购买一辆豪华型的翼虎，来替换他已经开了八年的大众高尔夫(Golf)轿车。
Mr. Qian cited the Kuga's interior features, such as motion sensers that let him open the back hatch by stretching his legs.
钱进称，作出这一决定的原因是被翼虎的内饰所吸引，比如，运动传感器使他伸伸腿就能打开后备箱。
'You don't need to push a button,' he said. 'It's a very considerate design.'
他说，你无需按下按钮，这是非常周到的设计。
Data released Tuesday showed China's overall passenger vehicle sales rose 15% in the period from January to November, with the total market share of foreign auto makers rising to 60% from 58.7% in the year-earlier period. Most major foreign auto makers - even those with flat or declining market share - posted total sales gains as Chinese drivers continue to favor foreign brands.
周二发布的数据显示，今年1-11月份，中国乘用车销售总量增加了15%，海外汽车制造商的市场占有率从上年同期的58.7%升至60%。由于中国消费者仍青睐海外品牌，多数主要海外汽车制造商（即便是那些市场占有率持平或下降的制造商）在中国市场的汽车销量都实现了增长。
But the companies say competitive pressure is increasing. 'It's critically important for car makers to launch the right products at the right time,' said John Zeng, an analyst at LMC Automotive.
但这些公司表示，竞争压力正在加大。LMC Automotive分析师John Zeng认为，对于汽车制造商来说，在正确的时间推出正确的产品至关重要。
In an October interview, GM China President Bob Socia called this year 'a little bit of an off year' in China for the Detroit auto maker as a result of fewer new launches. GM plans to introduce another nine new or refreshed SUVs in China within the next five years, and 丰田 中国introduce a new Cadillac model every year through 2016.
通用汽车中国公司总裁苏瑞博(Bob Socia)在今年10月份接受采访时称，对通用汽车来说，由于推出的新车型减少，今年在中国市场的境况较差。通用汽车计划未来五年内在中国推出九款新型或升级款SUV，并从目前到2016年的每年都推出一款新的卡迪拉克(Cadillac)车型。
'It's totally about having the right product,' Mr. Socia said. Last month, GM said Mr. Socia would retire in January and that his successor, GM China executive Matthew Tsien, would report directly to GM Chief Executive Dan Akerson.
苏瑞博称，这完全取决于推出正确的产品。通用汽车曾在上个月表示，苏瑞博将在明年1月退休，而他的继任者钱惠康(Matthew Tsien)将由通用汽车首席执行长艾克森(Dan Akerson)直接领导。
According to J.D. Power & Associates, there are 524 car models offered by 96 brands in China, compared with 294 models sold by 45 brands in the U.S. In 2014, car makers are going to launch at least 238 new and upgraded models in China, according to market research firm Ways Consulting Co.
J.D. Power & Associates的信息显示，目前在中国市场上的96个汽车品牌提供了524款车型，而美国市场上的45个汽车品牌提供了294款车型。市场调研公司Ways Consulting Co.称，2014年中国汽车市场将至少推出238款新车和升级版汽车。
Most foreign auto makers are so far maintaining and even increasing profitability in China, say analysts, in part by pressuring parts makers and dealers. The companies themselves don't disclose bottom-line data from China.
分析师们认为，到目前为止，多数海外汽车制造商都维持、甚至增加了在中国的盈利，一定程度上是通过向零部件制造商和汽车经销商施加压力。这些汽车制造商都未披露在中国市场的利润数据。
At the same time, they are increasing spending on marketing to reach Chinese consumers. Nielsen-CCData, a joint venture between Nielsen and a Chinese data firm, said the five biggest foreign-Chinese auto joint ventures - which include arms of VW, GM, Nissan and BMW AG -- spent a total of 9.5 billion yuan ($1.6 billion) on advertising in the first 10 months of this year, up 8% from a year earlier. This year, GM and Ford sponsored popular TV singing competitions, with the former sponsoring 'The Voice of China' while the latter advertised on 'Chinese Idol.'
与此同时，为了吸引中国消费者，海外汽车制造商正在加大市场营销方面的投入。尼尔森公司(Nielsen)与一家中资数据公司成立的合资公司尼尔森网联(Nielsen-CCData)称，今年前10个月，包括大众汽车、通用汽车、日产汽车和宝马汽车(BMW AG)子公司在内的五家最大的中外合资汽车公司总共投入了人民币95亿元（约合16亿美元）的广告费，同比增加8%。今年，通用汽车和福特汽车都赞助了电视台的歌唱比赛。通用汽车赞助了“中国好声音”，而福特汽车成为了“中国梦之声”的赞助商。
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