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标题: Auf Wiedersehen - 欧宝撤退的背后 [打印本页]

作者: rblover    时间: 2013-8-8 22:28
标题: Auf Wiedersehen - 欧宝撤退的背后
本帖最后由 rblover 于 2013-8-8 22:30 编辑

caradvice.com.au今天刊登了一篇文章,深层次解析了这次欧宝兵败澳洲的前因后果,很值得一读。文章提到Dealer信心满满跑去开会,以为要发布新车型,欧宝市场公关职员还准备了PPT,结果等来的却是撤退的消息,为整个事件增添几分酸楚。

摘选比较有趣的几个部分:
One of those dealers told CarAdvice they believed the catalyst for the closure decision was Opel’s inability to get the pricing right for it’s core model, the Astra.

“When they set up here they assumed they would achieve a price premium,” the dealer said.

“If they’ve learnt anything in the year of trading – certainly on Astra – is that the price premium isn’t there. It’s a $19,990 market. If you can’t start at $19,990 you’re just not in the hunt, and the point was made that in all their analysis and planning they just could not get Astra to that price point, or if they could it just didn’t make economic sense, so the whole basis of the business wasn’t there.
...
“The target brand for them would have been Volkswagen, and Volkswagen achieve a little bit of a premium, but nothing too dramatic.
Dealer认为欧宝没找到Astra的合理定价。欧宝企图为Astra寻找一个“高级”价位,问题是这个价位实际上并不存在。假想对手是大众,但实际上大众在澳洲也就凭借一点点的“高级”站住脚了而已,并未获得什么大成功——连大众都尚且如此,欧宝的下场可想而知。好吧,我又联想到新马自达三了

Dealers have been informed they will be compensated for unsold and demonstrator vehicles, as well as parts, tools and signage, but remain in the dark about additional financial support beyond that.
Dealer会得到补偿,细则未明。可能不会有什么挥泪大甩卖……

She said Opel was currently in discussion with sister company Holden’s dealer network about future vehicle servicing, and said while striking an agreement with Holden was “the most likely scenario” it had not been signed off at this stage.
不出所料,霍顿将接手以后的保养、维修、零件事宜。都是GM下面的嘛。

“And in terms of resale value, I honestly think that a used Opel in a couple of years time will be good used-car property, because the car is a German-built and -engineered premium car – particularly the OPC models, which are outstanding cars, they’re going to become very good property, they’re going to be quiet well sought after.”
还有Dealer认为现在卖出去的车会很保值,因为是“德国设计德国制造的高级车”,这个……

“We sold two cars yesterday and we’ve got a lot of prospects today, so we’re quite confident of being able to [sell] quite a bit of our stock.”
竟然还卖得出去,神了……




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