[讨论]戴克分家对于奔驰和克莱斯勒未必是坏事

水浅无雨

<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 19.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"></span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span>&nbsp;</p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">突如其来的戴姆勒<span lang="EN-US">-<a href="http://jsp.auto.sohu.com/view/brand-bid-191.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; mso-bidi-font-size: 12.0pt; text-underline: none;"><span lang="EN-US">克莱斯勒</span></span></a></span>集团拆分案让上周的国际车坛变得热闹异常。来自纽约的私募资本公司以<span lang="EN-US">74</span>亿美元的价格收购了克莱斯勒<span lang="EN-US">80.1%</span>的股份，而这家公司又筹集了大约<span lang="EN-US">620</span>亿美元来为新的克莱斯勒集团注入资金。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">吸引国内媒体关注这场企业拆分大戏的重要原因，是戴克在中国有两个合资公司<span lang="EN-US">———</span></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://map.sogou.com/new/#c=12956000,4824875,10" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">北京</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">奔驰和</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://map.sogou.com/new/#c=13151799,2975232,7" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">福建</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">商用车项目，另外还有</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-185.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">奇瑞</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">这个潜在的合作伙伴。于是，媒体猜测的是，合资公司</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-3614.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">北京奔驰</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">的前途未卜。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">　　的确，北京奔驰堪称国内合资汽车企业中最曲折的。作为国内第一家合资汽车企业，其前身</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-110811.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">北京吉普</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">就经历了大盈、大亏等诸多考验。<span lang="EN-US">2003</span>年，北京</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-193.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">吉普</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">引进了</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-197.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">三菱</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">品牌，曾经一度露出复兴</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-17246.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">曙光</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">。但是好景不长，由于</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-190.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">三菱</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">被戴克集团抛弃，北京</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://jsp.auto.sohu.com/view/brand-bid-189.html" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">吉普</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">也结束了与三菱的蜜月期。<span lang="EN-US">2006</span>年，重组成为北京奔驰之后，克莱斯勒品牌和奔驰品牌都落户北京，可是历史再次重演，克莱斯勒也被戴克集团所出售。北京奔驰会不会重蹈覆辙，也就成为业内关注的焦点。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">　　不过，我倒不认为戴克分家对于北京奔驰是件坏事。特别是对于克莱斯勒集团在中国的发展，可能还有促进作用。因为，影响中国业务发展的不是戴克会不会分家，而是他们会不会在中国加大投入。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">　　要知道，分家之前的戴克集团，由于克莱斯勒的长期亏损，集团已经不愿意把钱投在这个无底洞里。因此，在中国，克莱斯勒的投入不足，在市场推广、广告宣传等方面上，克莱斯勒明显没有其他品牌声势浩大。如今，克莱斯勒有了新的资金来源，同时其留任的管理层也是非常重视中国市场的。因此，很可能会增加在中国的市场投入。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">　　其次，在北京奔驰的工厂，克莱斯勒品牌也处于相对弱势地位。而且</span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><a href="http://map.sogou.com/new/#c=1256000,6780000,6" target="_blank"><span lang="EN-US" style="COLOR: #003399; TEXT-DECORATION: none; text-underline: none;"><span lang="EN-US">德国</span></span></a></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">人和美国人之间的意见并不一致，因此，国产克莱斯勒的生产并不算特别顺利。时至今日，克莱斯勒的产量和国产化率都不算高。</span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f1f1f1; MARGIN: 0cm 0cm 21pt; LINE-HEIGHT: 21pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt;">　　再有，在进口车销售上和品牌塑造上，分家对于奔驰和克莱斯勒都不是坏消息。两者本来就是独立的营销渠道，分手只会让两家在市场上更为专注。</span><span lang="EN-US" style="FONT-SIZE: 12pt; 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