奔驰宝马大众在华销量跌超30%，本土品牌抢占市场
Mercedes Loses Ground in China's Premium Auto Market
Now let us turn to the German auto sector, because after decades of winning over Chinese buyers with German engineering, Mercedes, BMW and Volkswagen are facing a sales problem. European automakers are racing to recapture share in China's domestic market, where local electric vehicle brands are winning over customers. Let's bring in Bloomberg's William Wilkes now for more. Well, good morning to you. I mean, how bad is the situation actually on the ground for German brands in China?
现在让我们转向德国汽车行业，因为几十年来凭借德国工程赢得中国买家青睐的梅赛德斯、宝马和大众，正面临销售问题。欧洲汽车制造商正竞相重新夺回中国国内市场的份额，而中国本土电动汽车品牌正在赢得客户。现在让我们连线彭博社的威廉·威尔克斯了解更多情况。嗯，早上好。我想问，德国品牌在中国市场的实际处境有多糟糕？
Good morning Leslie. It's pretty bad. Um, BMW, Mercedes and Volkswagen are all losing ground in what was once the most important growth market in the second quarter. All three reported China sales declines of at least 30%, as local players like BYD and Jamie gain share. Um, Mercedes new electric car that we've written about today is a good example. It sold just just over 2000 units in China in the first half, versus more than 80,000 for an equivalent model from Zhao Me.
早上好，莱斯利。情况相当糟糕。嗯，宝马、梅赛德斯和大众在曾经最重要的增长市场中，第二季度都在失去阵地。这三家公司均报告中国销量至少下降30%，而比亚迪和吉米等本土企业正在获得份额。嗯，我们今天报道的梅赛德斯新款电动汽车就是一个很好的例子。上半年它在中国的销量仅为2000多辆，而赵美的同级别车型销量超过8万辆。
I think the bigger problem is it's not just about price. Chinese consumers see. They see their own cars as better than German ones which have inferior technology, they say, and much slower development cycles. And what are they doing to fight back? Is the Mercedes McDonald's campaign working? I'm thinking of the Benz, uh, collaboration here. And what, they're effectively trying to become more Chinese in China. That advertising campaign appears not to have completely worked.
我认为更大的问题不仅仅是价格。中国消费者认为，他们自己的汽车比德国汽车更好，他们说德国汽车技术落后，开发周期也慢得多。那么他们正在采取什么措施来反击呢？梅赛德斯与麦当劳的合作活动有效吗？我指的是奔驰的合作。而且，他们实际上正努力在中国变得更像中国品牌。那个广告活动似乎并未完全奏效。
They're also trying to look at partnering with famous Chinese table tennis players and, um, kind of just trying to seem a bit more hip and call for China's young EV by bias. But so far, unfortunately, there's little evidence of a turn around. Um, Mercedes is pulling back production of the CLA. Um, Audi is China. Focus vehicles are having underwhelming sales, and BMW is starting on a product push. But they're also cutting guidance, kind of admitting.
他们还尝试与中国著名乒乓球运动员合作，嗯，试图显得更时髦一些，并迎合中国年轻电动汽车买家的偏好。但到目前为止，不幸的是，几乎没有好转的迹象。嗯，梅赛德斯正在缩减CLA的产量。嗯，奥迪在中国市场的重点车型销售不佳，宝马则开始推动产品攻势。但他们也在下调业绩指引，这相当于承认。
It might be more. It might be harder than they were, than they were hoping. So the German strategy is changing quite dramatically, that partnering with a lot more Chinese companies to make their cars seem more Chinese. But at this point, they're still playing catch up. So is this the only choice left, really, to slash the price and maybe pull out of the market later, if really it comes to the worst? Well, that's a very difficult one that the strategy teams that the companies are looking at, and they can't cut prices all that much because they have invested in Europe, in the U.S. and the stock market.
情况可能比他们预期的更艰难。因此，德国车企的战略正在发生巨大变化，即与更多中国公司合作，让他们的汽车看起来更中国化。但目前，他们仍在追赶。那么，这真的是唯一剩下的选择吗？大幅降价，如果情况真的恶化，也许之后退出市场？嗯，这是公司战略团队正在研究的一个非常棘手的问题，他们不能大幅降价，因为他们在欧洲、美国和股市都有投资。
Their stock price depends on the mature buying a certain margin. So what you're seeing a lot more of, and you'll have seen in headlines recently, is the German companies are now looking to cost cuts back home to try and become able to reduce the cost of their vehicles, but also to kind of offset the fact that this huge profit pull from China is disappearing. I mean, over the last couple of months, we've seen numbers like 100,000 from Volkswagen and yeah, five figure numbers from the car makers.
他们的股价取决于成熟市场能否获得一定的利润率。所以，你现在看到越来越多的，而且最近在头条新闻中也会看到的是，德国公司现在正在寻求削减国内成本，试图降低其汽车的成本，同时也在某种程度上抵消来自中国的巨额利润正在消失这一事实。我的意思是，在过去的几个月里，我们看到了像大众汽车10万这样的数字，是的，还有来自汽车制造商的五位数数字。
They have to cut costs.
他们必须削减成本。
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