罗尔斯－罗伊斯完全按定单生产

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本帖最后由 ericcy 于 2009-5-11 11:52 编辑
Rolls-Royce 罗尔斯－罗伊斯  Keep on rolling 继续前进  May 7th 2009From The Economist print edition  The luxury carmaker launches a (slightly) cheaper model 豪华汽车生产商推出一款略为便宜的车型  DEEP in the West Sussex countryside, a stone’s throw from the horseracing at “Glorious” Goodwood, the elegant home of Rolls-Royce Motor Cars, designed by Nicholas Grimshaw, seems a long way from the gut-wrenching turmoil in Detroit. But even Rolls-Royce and its wealthy customers―who in normal times wait up to six months for one of its handmade vehicles―are not immune to the financial crisis.  由Nicholas Grimshaw设计的罗尔斯－罗伊斯汽车制造厂的别致的总部坐落在Sussex郡西部郊区的深处，它离著名的古德伍德赛马场咫尺之遥。这里似乎远离饱经痛楚动荡不定的底特律。然而即使是罗尔斯－罗伊斯和它富有的客户们也无法免受金融危机之苦。这些客户在平时需要等6个月才能拿到该厂全手工制作的一辆汽车。     Last year was a record for Rolls-Royce since its reincarnation seven years ago under the wing of Germany’s BMW. Despite the recession, it managed to sell 1,212 cars. Tom Purves, its chief executive (pictured), says he still hopes to match that this year, but admits it is unlikely. Rolls-Royces are built entirely to order and production of the Phantom and its drophead and coupé derivatives has just resumed at a rate of 25 a week after a five-week halt. Another pause is due in June, which Mr Purves hopes will be the last this year, other than the usual shutdown in August.  自7年前被德国的BMW接管重生后，去年对罗尔斯－罗伊斯来说是的一个新记录。尽管遭遇经济衰退，它还是成功销售了1212辆。总裁Tom Purves（下图）称他仍然希望在今年也达到这一销量，但也承认这不太可能。罗尔斯－罗伊斯完全按定单生产 You are not allowed to view links. Register or Login，“幻影”车型和它的派生款活动帆布车顶跑车在暂停5周后以每周25辆的速度复产。另一次停工则预期在6月，Mr Purves希望这将是今年除了8月例行停产的最后一次。  In these hair-shirt times, selling the ultimate statement of automotive luxury is tricky. Rolls-Royce’s customers can still afford the &pound;300,000 ($450,000) asking price. The problem, as Mr Purves acknowledges, is that for some buyers, the “atmospherics” of splashing out on such a conspicuous symbol of wealth do not feel quite right. The firm has data going back to 1904 that suggest there is no link between Rolls-Royce sales and either stockmarkets or GDP, but there is with property prices. In 2007 Beverly Hills was Rolls’s best market, beating London, Dubai and Riyadh. But last year Beverly Hills was relegated to fourth place behind Beijing, with oil-rich Abu Dhabi claiming top spot. Mr Purves says that America accounts for about 40% of Rolls-Royce sales, and California was one of the first markets to soften.  在这艰难时刻，销售最顶级的豪华汽车变得棘手。罗尔斯－罗伊斯的客户依然可以支付标价300000英镑（450000美元）的豪车，但正如Mr Purves所言，问题是对有些购买者来说，在这明显的财富象征上大肆挥霍已不再那么的明智。回溯到1904年的公司数据证明罗尔斯－罗伊斯的销量与股市或GDP的表现都无关，却与资产价值有关。2007年的贝弗利山超越了伦敦，迪拜和利雅得，成为罗尔斯的最大市场。但是去年贝弗利山滑落至北京之后，富裕的石油城市阿布扎比销量登顶。Mr Purves称美国占到罗尔斯－罗伊斯销量的大约40％，而加州却成为一级市场中销量疲软的一个。  Significantly, Mr Purves chose last month’s Shanghai motor show to reveal that the new “baby” Rolls (bigger than any BMW 7-Series or Mercedes S-Class) will be known as the Ghost, after a car first produced in 1906. Stronger growth in emerging markets and the Ghost’s arrival are likely to be the main fillip to sales next year.  重要的是Mr Purves 选择了上月的上海车展揭开了新的“罗尔斯宝贝”（尺寸大于BMW 7系和Benz S级）的面纱。它将被命名为首发于1906年的“Ghost”。新兴市场的强劲增长与“Ghost”的降临很可能成为明年销量增长的主要动力。  Bloomberg News彭思新闻   Now you’ve seen a Ghost现在你看到了Ghost  Not only is the new car in a different price category from the stately Phantom―it will go on sale for about &pound;170,000―but it is also aimed at the keen owner-drivers to whom Bentley (owned by Volkswagen since 1998) has successfully appealed in recent years. That said, despite more than 20 years spent selling BMWs, Mr Purves is adamant that no Rolls-Royce should be overtly sporting. “The qualities we must deliver,” he says, “are silkiness and waftiness.”  这款定价为170000英镑左右的新车不仅与庄重的幻影处于不同的价格区间，而且目标客户定位为近年来宾利（1998年以来有大众控股）成功吸引的那类敏锐顾客。这就是说，尽管销售了超过20年的BMW，固执的Mr Purves 仍坚持罗尔斯－罗伊斯绝不能过分炫耀，他说：“我们提供的特质应该是平滑与飘逸。”  If the Ghost is a success You are not allowed to view links. Register or Login, production will ramp up quickly in the last quarter of the year. By the end of 2010, if the world economy is showing signs of recovery, cars could be leaving Goodwood at a rate of 3,000 a year, two-thirds of them Ghosts. Although Mr Purves will not reveal the financial targets set by BMW, Rolls-Royce should by then be at least self-funding.  如果Ghost获得成功，它的产量就会在四季度快速增加。如果世界经济显示出复苏迹象，2010年底罗尔斯－罗伊斯将会以每年3000辆的速率出场，而Ghost占到它们的三分之二。尽管Mr Purves 不会将BMW确定的财务目标披露出来，但罗尔斯－罗伊斯届时至少会资金自筹。  Mr Purves is confident that Rolls-Royce can surmount the other obstacle in its path: public and regulatory disapproval of cars with hugely powerful engines. Unlike a Ferrari, for example You are not allowed to view links. Register or Login, a Rolls-Royce is defined not by the sound its engine makes, but by silence and torque. Those, as it happens, are precisely the qualities of electric motors. A hybrid Rolls in the near future is a virtual certainty. Invoking the firm’s founder, Mr Purves smiles: “I’m sure that Henry [Royce] would not have minded.”  Mr Purves 对罗尔斯－罗伊斯克服前进道路上的另一障碍充满信心：公众与管理者对搭载了巨大动力引擎汽车的不支持。例如，与法拉利不同的是，一辆罗尔斯－罗伊斯并非由它的引擎声响来界定它的类别，而是由静音和扭矩，这些正是电动汽车的特点。在不久的将来，混合动力的罗尔斯－罗伊斯是可以期待的。援引公司的创始人，Mr Purves笑答：“我确定亨利－罗伊斯是不会介意的。”      《》（The Economist (  )) 仅同意本网站翻译其杂志内容，并未对上述翻译内容进行任何审阅查对<object ID=video2 WIDTH=300 HEIGHT=62 CLASSID=CLSID:CFCDAA03-8BE4-11CF-B84B-0020AFBBCCFA> <param name=_ExtentX value=9657> <param name=_ExtentY value=847> <param name=AUTOSTART value=0> <param name=SHUFFLE value=0> <param name=PREFETCH value=0> <param name=NOLABELS value=0> <param name=SRC value= <param name=CONTROLS value=StatusBar,controlpanel> <param name=CONSOLE value=Clip1> <param name=LOOP value=0> <param name=NUMLOOP value=0> <param name=CENTER value=0> <param name=MAINTAINASPECT value=0> <param name=BACKGROUNDCOLOR value=#000000> </object>