中国独生子女政策如何影响汽车业
Auto makers displaying their latest models at this week's auto show in Beijing are trying as hard as they can to look cool: Hiring young movie actors and pop stars to pose with their cars and featuring trendy looking 20-somethings in their ads.
汽车生产商在本周的北京国际车展上展示他们的最新款车型，施展浑身解数展示酷炫：邀请年轻的电影演员和歌星助阵，广告主角也是打扮时髦的20来岁的年轻人。
Pitching cars to younger buyers isn't a new thing for the auto industry, but China's demographics put a new spin on things. There are millions of Chinese under 30 who are only children, a legacy of the country's one-child policy. And these children have parents, grandparents, aunts and uncles who are eager to see them get a good start in life, says Ford Motor Co. chief of sales and marketing Jim Farley.
汽车行业向更年轻买家倾斜并不新鲜，但中国人口状况则起到了推波助澜的作用。福特汽车公司(Ford Motor Co.)市场营销主管法利(Jim Farley)称，受独生子女政策影响，30岁以下的中国人中，有数百万是独生子女。这些孩子的父母、祖父母、和其他长辈希望给他们提供一个良好的生活基础。
In contrast to many Americans under 30 who are burdened with college debts or wrestling with a sluggish job market, China's young consumers 'have incredible resources, ' he says.
他说，很多30岁以下的美国人要么在努力偿还助学贷款，要么在低迷的就业市场中打拼，相比之下，中国的年轻消费者拥有极为丰富的资源。
This helps to explain the prevalence of youth-targeted designs at the Beijing auto show. Several auto makers, including Daimler AG's Mercedes-Benz, showcased what they described as sport-utility vehicle coupes -- SUVs with fast-looking roof lines that look to be borrowed from a sports car.
这有助于解释为什么北京国际车展上针对年轻人的设计更加普遍。包括戴姆勒公司(Daimler AG)旗下梅赛德斯-奔驰(Mercedes-Benz)在内的几家汽车生产商展示了轿跑型运动型多用途车(SUV)——具有流线型车顶（似乎是从跑车中借鉴而来）的SUV。
This look hasn't been a big seller in the U.S. -- where buyers are older. But in China, it sells, says BMW AG's global sales and marketing chief Ian Robertson. BMW has sold 250, 000 of its X6 SUVs in China since the model, a pioneer of the coupe SUV look, was launched.
宝马汽车公司(BMW AG)全球市场营销主管罗伯逊(Ian Robertson)表示，这种外观在购车人年龄偏大的美国并不是很受欢迎，但在中国销售火爆。自从宝马汽车发布X6 SUV（轿跑型SUV的先驱）车型以来，该公司已经在中国卖出25万辆该车型。
Still, China is a huge auto market, and has room for more than one vehicle concept. Ford, which has boosted its sales substantially during the past two years in large part because of a new fleet of SUVs, has on its Beijing auto show stand a prototype for a blocky, rugged, off-road worthy SUV that it could build on the mechanical foundations of its Ranger pickup truck. The company hasn't said when such a vehicle might launch.
不过，中国汽车市场规模庞大，能够容纳不止一个汽车概念。福特汽车过去两年中销量大增，一定程度上是因为推出了一系列新款SUV。该公司在北京车展上展示了一款结实耐用的越野型SUV，可能在福特Ranger皮卡的机械基础上建造。该公司没有透露何时发布这一车型。
京公网安备 11010802032529号