经济学人289:德国汽车生产商 稳居第三

　　Business
商业报道
German carmakers
德国汽车生产商
Stuck in third
稳居第三
Daimler is set to keep chugging down the Autobahn behind BMW and Audi
奔驰意欲一举赶超宝马奥迪
AS A corporate¹ motto, The best or nothing has a timeless quality.
作为戴姆勒公司的座右铭，唯有最好彰显着一种永恒的品质。
Gottlieb Daimler pasted it on the wall as he went about inventing the modern car in the late 19th century.
十九世纪晚期，当戈特利布·戴姆勒着手发明现代汽车的时候，他将这句话贴在墙上。
In 2010 the firm that bears his name adopted it as a slogan.
2010年，这个以其创始人名字命名的公司将这句话作为广告语。
2_副本.jpgIt was as badly timed as a misfiring engine. Mercedes-Benz, Daimler's car division, already trailing BMW in terms of sales and profitability, saw another Geman premium² carmaker, Audi, also start to pull away in the same year.
作为一个正走下坡路的公司，这个口号来的有点晚。在销量、盈利方面，戴姆勒旗下的奔驰都已双双落后宝马。同期，德国另一高档汽车制造商奥迪也开始将奔驰甩在身后。
Yet this year Daimler's shares have surged by 40%, persuading optimists³ that the firm is catching⁴ up.
然而，今年戴姆勒公司的股价涨幅高达40%，乐观人士开始相信该公司正逐步赶上。
This week it said its worldwide sales in October had risen 15% year-on-year to a new record.
据说，本周戴姆勒10月份的全球销量同比增长15%，再创新高。
Dieter Zetsche, Daimler's boss, is confident.
对此，戴勒姆现任董事长迪特·蔡澈信心十足。
At theFrankfurtmotor show in September he reiterated⁵ that his firm can become the world's top premium carmaker by 2020, helped by the launch of a fleet of new models.
9月，戴勒姆公司在法兰克福车展上发布了多款新车，藉此机会他重申到2020年戴勒姆将会成为世界上最顶级高档汽车制造商。
Before this year's rally, Daimler's shares were roughly where they were when Mr Zetsche took over in 2006, whereas BMW's had doubled.
在此之前，戴勒姆公司的股价同蔡澈2006年刚接手时差不多，而现如今宝马股价早已翻了一番。
Mr Zetsche has completed Daimler's return to its core business of making premium cars after years of costly⁶ errors.
多年的错误导向让戴勒姆公司付出了惨重的代价，蔡澈让公司重新回到其核心业务，即豪华汽车上。
An attempt in the 1990s to turn it into a transport conglomerate⁷, adding planes, trains and even spaceships to the mix, had ended in failure.
上世纪九十年代，戴勒姆公司尝试向运输集团转型，增加了飞机、火车、甚至宇宙飞船制造业务，但却以失败告终。
Mr Zetsche presided over the demise⁸ of Daimler's stab at becoming a global car giant by merging⁹ with Chrysler and allying with Mitsubishi and Hyundai.
蔡澈接任戴勒姆公司董事长后便朝着全球汽车制造巨头的方向迈进，先同克莱斯勒公司合并，后又同日本三菱及韩国现代强强合作。
He sold the American carmaker at a spanking¹⁰ loss, the year after he took over. Fiat¹¹ ofItalynow controls it.
接任戴勒姆董事长后，在面临巨大损失的情况下，蔡澈于同年将克莱斯勒出售给了意大利菲亚特。
These activities had distracted Daimler from the business of making classy cars.
这一系列事件分散了戴勒姆公司制造高档车的精力，
The entry-level A Class, introduced in 1997 and intended to induce a new generation to the Mercedes brand, was a flop¹²; Smart, a frugal¹³ city car, was a financial disaster.
公司1997年开始发布的入门级车奔驰A系列，随后尝试引入新款，却以失败告终。奔驰微型都市车Smart堪称公司的财务灾难，
A dull mid-range E Class failed to meet buyers' expectations of a luxury barge¹⁴.
毫无生气的中档E系车同样未能达到卖家对奢侈汽车的预期。
Worse still, the reliability¹⁵ of its cars fell and its reputation for engineering excellence¹⁶ waned¹⁷.
更糟糕的是，奔驰车性能可靠性降低了，其卓越的设计能力也在减退。
In the past couple of years Daimler has issued profit warnings even as pricey cars have prospered¹⁸, outgrowing¹⁹ the market as a whole.
在过去的两年，尽管高档车销量不俗，优于市场整体情况，但戴勒姆仍旧发布了盈利警告。
Mercedes's image as a car for the grey-haired has held it back.
梅赛德斯作为老年人车型的形象阻碍了公司的发展，
By concentrating its efforts on saloons, it missed out as BMW and Audi grabbed a share of the hottest new part of the market—SUVs.
过分注重车展又让其错失了市场新宠—SUVs，而宝马、奥迪却抓住了这一良机。
Meanwhile those competitors also stretched the definition of a premium-segment car by introducing luxurious²⁰ smaller models.
与此同时，通过引入豪华小型车，这两大竞争对手又拓展了高档车的定义。
Daimler is now trying to put that right with its new models.
现今，戴勒姆正尝试引入新款车型以扭转局面。
The new GLA, launched at Frankfurt, and a GLK, set for the roads in 2015, will at last give smaller BMW X Series and Audi Q range SUVs some serious competition.
今年，奔驰在法兰克福车展上发布了GLA，而GLK将于2015年面世，此举至少会为宝马X系及奥迪Q系SUVs带来巨大竞争。
In small cars the CLA, a pint-size saloon, is in a niche²¹ of its own.
小型车奔驰CLA级势必也会占据一席之地，
The launch of new models in the range-topping S Class will also boost sales.
而作为奔驰顶级的S系新车同样会促进公司业绩。
Daimler is following BMW and Audi in making a broader range of vehicles to suit more tastes.
戴勒姆紧随宝马、奥迪的步伐，开发更多车系以迎合更多人的需求。
It should improve profitability, which has lagged the consistent 9-10% margins²² of its two rivals, by reducing its main platforms, the basic underpinnings of its vehicles, from four to two.
鉴于戴勒姆的盈利能力已经持续落后其两大竞争对手九到十个百分点，因此该公司真正需要是将平台板—汽车的基础结构—从四个减少到两个，以此提升其盈利能力。
More standardisation and common parts, and faster development times for new models, should lower costs.
采用更多标准化及通用部件，缩短研发新车时间，同样有助于降低成本。
But BMW and Audi have similar plans and may well do a better job.
但是，宝马、奥迪也有着类似盘算，或许会比戴勒姆做的更好。
Both of Daimler's German rivals have a more efficient workforce²³ that toils²⁴ for lower pay.
摩根斯坦利称，宝马、奥迪生产效率高于奔驰，且工资水平更低；
BMW sells 30% more cars with the same number of workers, says Morgan Stanley, a bank.
在相同的劳动力情况下，宝马的销量超过奔驰30%。
In China, the world's biggest market for cars of all price brackets, Daimler arrived late and entered a joint²⁵ venture with a local firm on unfavourable terms.
中国是世界上各档车最大的市场，戴勒姆打入该市场晚于其对手，且在不利的条件下同当地公司开办了合资公司。
BMW outsells Mercedes by 70%; Audi sells twice as many cars.
宝马在中国的销量超过奔驰70%，而奥迪的销量是奔驰的两倍。
But Daimler has now tidied up a messy dealership²⁶ network in which outlets²⁷ selling imports and ones selling locally made cars had competed with each other.
但是，现在戴勒姆正逐步理顺同当地经销商的关系，中国部分经销商销售国外进口奔驰车，部分经销商则销售中国国内制造的奔驰车，这也就导致了二者之间相互竞争。
Now it needs to speed up the opening of new showrooms in smaller inland cities.
现在，奔驰需要加快在中国内陆中小城市开设展示厅的部分。
Daimler's technology, the key to meeting increasingly strict emissions²⁸ targets, also lags its rivals'.
戴勒姆的技术同样落后于两大竞争对手，而这又是满足日益严格排放标准的关键。
BMW has left it standing²⁹ with the launch of its new range of electric cars. Catching up will be hard.
宝马的电动汽车系列发布指日可待，迎头赶上势必困难重重。
BMW, controlled by the Quandt family, has steady leadership that can back long-term research and development.
由科万特家族控制的宝马领导团队稳固，这有利于公司的长期研发。
Audi can draw on the vast resources of its parent, VW.
奥迪则可依靠其母公司大众旗下的广袤资源。
Harald Hendrikse of Nomura, a bank, sees Mercedes, more sensitive to the whims³⁰ of investors³¹ and the quarterly reporting cycle, as more short-termist and conservative.
野村证券的亨德里克斯认为奔驰更为依赖投资者的兴趣，对季度报告也很敏感，只顾短期利益，且顽固保守。
Despite its bumpy³² ride Daimler still has a strong brand and decent revenues from cars as well as a solid truck, van and bus business.
尽管戴勒姆公司遭遇不顺，但其扔有着强势的品牌，而且旗下轿车、卡车、货车及公共汽车带来的收入也不错。
And compared with the rest of the global car industry it is nicely profitable.
此外，同全球其他车商相比，戴勒姆的盈利能力更好。
Critics say that Daimler's bosses are a little disconnected from reality in claiming that the firm will one day lead the pack again.
戴勒姆老总称公司有朝一日将会领先群雄，批评人士指责其不切实际。
But it is probably a better management ploy³³ than sticking up a sign saying Third-best or nothing.
但是，比起死守着唯有第三的口号，这或许是个更好的管理策略。
1.modern car 现代汽车
Kia motors becomes pool's first modern car sponsor.
起亚汽车公司，成为泳池的第一届现代汽车赞助商。
He says the edsel was the most modern car of its time.
他说，edsel是当时最现代化的汽车。
2.start to 开始
When and why did things start to change?
那么这种情况是什么时候开始改变的？
It was the best start to august trading since 1934.
这是1934年以来8月份最好的股市开局。
3.catch up 追上；吹起；打断
Someday china's software will catch up with its hardware.
有一天，中国的软实力终将会赶上它的硬实力。
Some are just getting started reading the comics while others are at different issues, trying to catch up.
有些刚刚才开始读漫画，而有些人已经在别的章节了，想追上现在的进度。
4.a fleet of 一队
The martians began building a fleet of space ships that would carry them across the heavens to venus.
火星人开始组织太空舰队，他们要穿越天堂到金星。
She dreamed that a fleet of space ships from the heavens would land and a race of strong and caring martians would emerge.
她梦想着从天堂来的舰队将登陆金星，强壮体贴的火星人将出现。

1 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

2 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

3 optimists   

n.乐观主义者( optimist的名词复数 )

参考例句：

• Even optimists admit the outlook to be poor. 甚至乐观的人都认为前景不好。 来自《简明英汉词典》
• Optimists reckon house prices will move up with inflation this year. 乐观人士认为今年的房价将会随通货膨胀而上涨。 来自辞典例句

4 catching   

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。

5 reiterated   

反复地说，重申( reiterate的过去式和过去分词 )

参考例句：

• "Well, I want to know about it,'she reiterated. “嗯，我一定要知道你的休假日期，"她重复说。 来自英汉文学 - 嘉莉妹妹
• Some twenty-two years later President Polk reiterated and elaborated upon these principles. 大约二十二年之后，波尔克总统重申这些原则并且刻意阐释一番。

6 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。

7 conglomerate   

n.综合商社，多元化集团公司

参考例句：

• The firm has been taken over by an American conglomerate.该公司已被美国一企业集团接管。
• An American conglomerate holds a major share in the company.一家美国的大联合企业持有该公司的大部分股份。

8 demise   

n.死亡；v.让渡，遗赠，转让

参考例句：

• He praised the union's aims but predicted its early demise.他赞扬协会的目标，但预期这一协会很快会消亡。
• The war brought about the industry's sudden demise.战争道致这个行业就这么突然垮了。

9 merging   

合并（分类）

参考例句：

• Many companies continued to grow by merging with or buying competing firms. 许多公司通过合并或收买竞争对手的公司而不断扩大。 来自英汉非文学 - 政府文件
• To sequence by repeated splitting and merging. 用反复分开和合并的方法进行的排序。

10 spanking   

adj.强烈的，疾行的；n.打屁股

参考例句：

• The boat is spanking along on the river.船在小河疾驶。
• He heard a horse approaching at a spanking trot.他听到一匹马正在疾步驰近。

11 fiat   

n.命令，法令，批准；vt.批准，颁布

参考例句：

• The opening of a market stall is governed by municipal fiat.开设市场摊位受市政法令管制。
• He has tried to impose solutions to the country's problems by fiat.他试图下令强行解决该国的问题。

12 flop   

n.失败(者)，扑通一声；vi.笨重地行动，沉重地落下

参考例句：

• The fish gave a flop and landed back in the water.鱼扑通一声又跳回水里。
• The marketing campaign was a flop.The product didn't sell.市场宣传彻底失败，产品卖不出去。

13 frugal   

adj.节俭的，节约的，少量的，微量的

参考例句：

• He was a VIP,but he had a frugal life.他是位要人，但生活俭朴。
• The old woman is frugal to the extreme.那老妇人节约到了极点。

14 barge   

n.平底载货船，驳船

参考例句：

• The barge was loaded up with coal.那艘驳船装上了煤。
• Carrying goods by train costs nearly three times more than carrying them by barge.通过铁路运货的成本比驳船运货成本高出近3倍。

15 reliability   

n.可靠性，确实性

参考例句：

• We mustn't presume too much upon the reliability of such sources.我们不应过分指望这类消息来源的可靠性。
• I can assure you of the reliability of the information.我向你保证这消息可靠。

16 excellence   

n.优秀，杰出，(pl.)优点，美德

参考例句：

• His art has reached a high degree of excellence.他的艺术已达到炉火纯青的地步。
• My performance is far below excellence.我的表演离优秀还差得远呢。

17 waned   

v.衰落( wane的过去式和过去分词 )；（月）亏；变小；变暗淡

参考例句：

• However,my enthusiasm waned.The time I spent at exercises gradually diminished. 然而，我的热情减退了。我在做操上花的时间逐渐减少了。 来自《用法词典》
• The bicycle craze has waned. 自行车热已冷下去了。 来自《现代汉英综合大词典》

18 prospered   

成功，兴旺( prosper的过去式和过去分词 )

参考例句：

• The organization certainly prospered under his stewardship. 不可否认，这个组织在他的管理下兴旺了起来。
• Mr. Black prospered from his wise investments. 布莱克先生由于巧妙的投资赚了不少钱。

19 outgrowing   

长[发展] 得超过（某物）的范围( outgrow的现在分词 )； 长[发展]得不能再要（某物）； 长得比…快； 生长速度超过

参考例句：

• Vibrant colors last year around without wilting, watering, or outgrowing their pots early, quantities are limited. 它高贵优雅，不容易萎蔫，不用经常浇水，也不会长出花盆之外。

20 luxurious   

adj.精美而昂贵的；豪华的

参考例句：

• This is a luxurious car complete with air conditioning and telephone.这是一辆附有空调设备和电话的豪华轿车。
• The rich man lives in luxurious surroundings.这位富人生活在奢侈的环境中。

21 niche   

n.壁龛；合适的职务(环境、位置等)

参考例句：

• Madeleine placed it carefully in the rocky niche. 玛德琳小心翼翼地把它放在岩石壁龛里。
• The really talented among women would always make their own niche.妇女中真正有才能的人总是各得其所。

22 margins   

边( margin的名词复数 )； 利润； 页边空白； 差数

参考例句：

• They have always had to make do with relatively small profit margins. 他们不得不经常设法应付较少的利润额。
• To create more space between the navigation items, add left and right margins to the links. 在每个项目间留更多的空隙，加左或者右的margins来定义链接。

23 workforce   

n.劳动大军，劳动力

参考例句：

• A large part of the workforce is employed in agriculture.劳动人口中一大部分受雇于农业。
• A quarter of the local workforce is unemployed.本地劳动力中有四分之一失业。

24 toils   

网

参考例句：

• It did not declare him to be still in Mrs. Dorset's toils. 这并不表明他仍陷于多赛特夫人的情网。
• The thief was caught in the toils of law. 这个贼陷入了法网。

25 joint   

adj.联合的，共同的；n.关节，接合处；v.连接，贴合

参考例句：

• I had a bad fall,which put my shoulder out of joint.我重重地摔了一跤，肩膀脫臼了。
• We wrote a letter in joint names.我们联名写了封信。

26 dealership   

n.商品特许经销处

参考例句：

• The car dealership has a large inventory of used cars. 这家汽车经销商拥有数量庞大的二手车。
• A key to this effort is the experience in the dealership. 达到这个成果的关键是销售的体验。

27 outlets   

n.出口( outlet的名词复数 )；经销店；插座；廉价经销店

参考例句：

• The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
• They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》

28 emissions   

排放物( emission的名词复数 )； 散发物（尤指气体）

参考例句：

• Most scientists accept that climate change is linked to carbon emissions. 大多数科学家都相信气候变化与排放的含碳气体有关。
• Dangerous emissions radiate from plutonium. 危险的辐射物从钚放散出来。

29 standing   

n.持续，地位；adj.永久的，不动的，直立的，不流动的

参考例句：

• After the earthquake only a few houses were left standing.地震过后只有几幢房屋还立着。
• They're standing out against any change in the law.他们坚决反对对法律做任何修改。

30 WHIMS   

虚妄，禅病

参考例句：

• The mate observed regretfully that he could not account for that young fellow's whims. 那位伙伴很遗憾地说他不能说出那年轻人产生怪念头的原因。
• The rest she had for food and her own whims. 剩下的钱她用来吃饭和买一些自己喜欢的东西。 来自英汉文学 - 嘉莉妹妹

31 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

32 bumpy   

adj.颠簸不平的，崎岖的

参考例句：

• I think we've a bumpy road ahead of us.我觉得我们将要面临一段困难时期。
• The wide paved road degenerated into a narrow bumpy track.铺好的宽阔道路渐渐变窄，成了一条崎岖不平的小径。

33 ploy   

n.花招，手段

参考例句：

• I think this is just a government ploy to deceive the public.我认为这只是政府欺骗公众的手段。
• Christmas should be a time of excitement and wonder,not a cynical marketing ploy.圣诞节应该是兴奋和美妙的时刻，而不该是一种肆无忌惮的营销策略。