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经济学人85:比价网站在汽车销售行业掀起争议

时间:2013-11-28 03:19来源:互联网 提供网友:mapleleaf   字体: [ ]
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   Business Selling cars online The TrueCar challenge

  商业 网上卖车 TrueCar来势汹汹
  A price-comparison website causes ructions in the motor trade
  比价网站在汽车销售行业掀起争议
  AMERICANS looking for a new car nowadays often use online price-comparison sites such as AutoTrader, Edmunds and eBay to find the best deal.
  如今的美国人若要买辆新车,通常会上一些比价网站来淘最好的价格,诸如AutoTrader, Edmunds和eBay等。
  Most such sites charge dealers2 a small fee for passing on sales leads from shoppers who have submitted their details.
  这些网站多数将注册的经销商提供的销售线索展示在网页上,从中赚取小额报酬。
  TrueCar, a relative newcomer, does things differently.
  而TureCar,作为行业相对年轻的成员,却有着不同的经营方法。
  It charges dealers $300, but only when its introduction of a customer results in a sale, and it makes its dealers guarantee to honour their quotes, no excuses.
  它只在推荐的客户完成买卖后收取经销商300美元费用,前提是经销商无条件保证履行其价格承诺。
  TrueCar taps into data from state vehicle-registration offices, car-loan providers and other sources to compile what it says are the most accurate figures available for what motorists pay for the same car locally. This can be several hundred dollars less than the sticker price, and is often below "invoice3"—the price that, according to the paperwork sent by the carmaker, represents the wholesale4 price the dealer1 paid.
  TureCar从车辆登记所、车贷机构和其他渠道得到的数据中总结出其所谓的最精准的当地最低车价,这个价格通常便宜几百美元,甚至经常低于"发票价",即汽车厂商给予汽车经销商的纸面批发价。
  In fact dealers receive various rebates5 from carmakers, and make money from such things as loans and service contracts, so a modest profit is still possible.
  实际上经销商从厂商获取各种回扣,并通过像车贷及售后等服务赚取利润,所以最低利润还是有的。
  But such heavy discounting alarms carmakers.
  但如此大幅度的折扣引起了厂商的警觉。
  Honda's American arm recently told dealers it would cut off their marketing6 allowances—which can be worth hundreds of dollars for each car sold—if they did not stop offering sub-invoice prices on TrueCar and other sites.
  本田的美国车厂近日告知其经销商,如果不停止向诸如TrueCar等比价网站提供"低票价",车厂将削减其营销费用,每车大约几百美元。
  Honda insists dealers can sell at whatever price they wish, but it will not pay them to market its products as "cheap" or "low-end" cars.
  本田表示经销商可以自己定价销售,但厂商不会为了将其产品宣传成"便宜货"或是"低档货"而支付费用。
  It also suggests that some dealers use such sites to "bait-and-switch", offering tantalisingly cheap cars they do not have, to reel in suckers, a practice many states ban.
  本田更暗示说一些经销商利用网站进行诈骗,利用一些根本没有的超便宜车型吊顾客上钩再掉包销售,这在许多州都是被严令禁止的。
  TrueCar insists that the contracts it makes dealers sign commit them to deliver the cars they promise at the price quoted.
  TrueCar坚称其要求经销商签订协议来保证经销商按照约定的价格卖车。
  David Wilson, who recently told the 16 dealerships he owns in California to stop using TrueCar, says he has reason to share Honda's scepticism: he plays back to The Economist7 a voicemail from a rival dealer who had quoted him an attractive price via TrueCar on a new Lexus, calling to say that they did not have it in stock but could try to find one for him.
  大卫。威尔森最近要求其在加利福尼亚州的16家经销商停止使用TrueCar,原因是他有理由相信本田对网站的质疑。他向《经济学人》杂志播放了一段音频,内容是对手经销商在TrueCar网站上给一款新雷克萨斯车型报了一个非常诱人的价格,但打电话过去后对方说没有该车库存并表示会尽力找一辆给他。
  TrueCar says there had been no hiding of the fact that the model concerned might no longer be available, and thus no question of "bait-and-switch"; that this was a one-off case and that TrueCar has had few complaints so far.
  TrueCar表示就此事而言,如果经销商没有隐瞒网上展示的车型没有存货,也就不构成"掉包诱售"的罪名。上述的事情只是个案,TrueCar表示至今收到投诉寥寥。
  But it is awkward that a critic had so little trouble catching8 a dealer quoting for a car it did not have.
  而且那么容易就能抓到经销商"诈骗"有些不太正常。
  Another big chain of dealers, Group 1, has also told its members not to use TrueCar, saying it had privacy worries over the website's requirement that it have access to showrooms' computer systems so as to verify sales.
  另一个大经销商Group 1也已经通知其成员不要使用TrueCar,原因是该网站要求通过展厅电脑系统确认其销售情况的举动可能存在侵犯隐私的风险。
  Scott Painter, TrueCar's founder9, says that so far such publicity10 has only drawn11 dealers' attention to the attractions of using the website.
  TrueCar的创始人Scott Painter解释到,至今这种公开化的做法只会增加经销商使用这个网站的兴趣,而网站所要做的就是把正在做的事情更加公开透明。
  All the site is doing, Mr Painter argues, is making more open what is already going on. He says his data show that 23% of all the Hondas sold via TrueCar are below invoice price, only a little above the 22% sold below invoice for all Hondas in America.
  数据显示通过TrueCar售出的本田汽车中有23%是低于发票价的,只比本田在全美的比例22%高一点。
  Mr Painter says his website is proving so successful at shifting metal that Honda, and the doubting dealers, will eventually relent: "The power of the market will change their mind."
  Painter先生认为这个网站的成功,最终会使本田和一些质疑的经销商改变态度,他说"市场的力量会改变他们的想法"。
  However, several states' regulators are looking into whether the website breaches12 their laws.
  然而已经有好几个州的监管官员在调查该网站是否有违法嫌疑,一些州严禁"指向性营销"(获取代销返佣)。
  Some states specifically ban "bird-dogging"-taking commission for introducing a sale.
  然而已经有好几个州的监管官员在调查该网站是否有违法嫌疑,一些州严禁"指向性营销"(获取代销返佣)。
  Some also ban using the word "invoice" in car ads, regarding it as potentially misleading.
  一些州则认为在车辆广告中使用"发票"的字样有潜在误导性而禁止此行为。
  Colorado's regulator has warned dealers there that they will be held responsible for any rule-breaking in their TrueCar quotes.
  科罗拉多州的监管官员警告当地经销商,将为在TrueCar上销售过程中可能产生的违规负责。
  TrueCar says it will shortly make changes to its website to satisfy the regulators' concerns.
  TrueCar表示很快会调整网站内容以符合监管规定。
  In September TrueCar raised $245m for expansion. On January 1st it began an exclusive tie-up with Yahoo! to provide car-buying services.
  11年9月TrueCar筹措2.45亿美元用于网站扩张,12年1月1日它开始为雅虎提供独家汽车销售服务。
  It also provides such services for consumer groups such as the American Automobile13 Association and the United Services Automobile Association.
  另外还为一些消费群提供该项服务,如美国汽车行业协会,联合服务汽车行业协会。
  It could look forward to a large slice of the $6 billion a year American car dealers spend on advertising-if it can convince both regulators and dealers that it is operating within the law.
  TrueCar预计,如果能让监管部门和经销商相信其经营合法,那么它就有望从美国汽车经销商每年支付的60亿美元广告费用中分一杯羹。

点击收听单词发音收听单词发音  

1 dealer GyNxT     
n.商人,贩子
参考例句:
  • The dealer spent hours bargaining for the painting.那个商人为购买那幅画花了几个小时讨价还价。
  • The dealer reduced the price for cash down.这家商店对付现金的人减价优惠。
2 dealers 95e592fc0f5dffc9b9616efd02201373     
n.商人( dealer的名词复数 );贩毒者;毒品贩子;发牌者
参考例句:
  • There was fast bidding between private collectors and dealers. 私人收藏家和交易商急速竞相喊价。
  • The police were corrupt and were operating in collusion with the drug dealers. 警察腐败,与那伙毒品贩子内外勾结。
3 invoice m4exB     
vt.开发票;n.发票,装货清单
参考例句:
  • The seller has to issue a tax invoice.销售者必须开具税务发票。
  • We will then send you an invoice for the total course fees.然后我们会把全部课程费用的发票寄给你。
4 wholesale Ig9wL     
n.批发;adv.以批发方式;vt.批发,成批出售
参考例句:
  • The retail dealer buys at wholesale and sells at retail.零售商批发购进货物,以零售价卖出。
  • Such shoes usually wholesale for much less.这种鞋批发出售通常要便宜得多。
5 rebates 5862cab7436152bb9726585397fb1db9     
n.退还款( rebate的名词复数 );回扣;返还(退还的部份货价);折扣
参考例句:
  • The VAT system offers advantages, such as rebates on exports. 增值税有其优点,如对出口商品实行回扣。 来自辞典例句
  • In more recent years rate rebates have been introduced for households. 近年地方税的减免已适用于家庭。 来自辞典例句
6 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
7 economist AuhzVs     
n.经济学家,经济专家,节俭的人
参考例句:
  • He cast a professional economist's eyes on the problem.他以经济学行家的眼光审视这个问题。
  • He's an economist who thinks he knows all the answers.他是个经济学家,自以为什么都懂。
8 catching cwVztY     
adj.易传染的,有魅力的,迷人的,接住
参考例句:
  • There are those who think eczema is catching.有人就是认为湿疹会传染。
  • Enthusiasm is very catching.热情非常富有感染力。
9 Founder wigxF     
n.创始者,缔造者
参考例句:
  • He was extolled as the founder of their Florentine school.他被称颂为佛罗伦萨画派的鼻祖。
  • According to the old tradition,Romulus was the founder of Rome.按照古老的传说,罗穆卢斯是古罗马的建国者。
10 publicity ASmxx     
n.众所周知,闻名;宣传,广告
参考例句:
  • The singer star's marriage got a lot of publicity.这位歌星的婚事引起了公众的关注。
  • He dismissed the event as just a publicity gimmick.他不理会这件事,只当它是一种宣传手法。
11 drawn MuXzIi     
v.拖,拉,拔出;adj.憔悴的,紧张的
参考例句:
  • All the characters in the story are drawn from life.故事中的所有人物都取材于生活。
  • Her gaze was drawn irresistibly to the scene outside.她的目光禁不住被外面的风景所吸引。
12 breaches f7e9a03d0b1fa3eeb94ac8e8ffbb509a     
破坏( breach的名词复数 ); 破裂; 缺口; 违背
参考例句:
  • He imposed heavy penalties for breaches of oath or pledges. 他对违反誓言和保证的行为给予严厉的惩罚。
  • This renders all breaches of morality before marriage very uncommon. 这样一来,婚前败坏道德的事就少见了。
13 automobile rP1yv     
n.汽车,机动车
参考例句:
  • He is repairing the brake lever of an automobile.他正在修理汽车的刹车杆。
  • The automobile slowed down to go around the curves in the road.汽车在路上转弯时放慢了速度。
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