危機將促成市場重新洗牌、優秀的品牌將煥發更強大的生命力、疫情的特殊狀態將助推汽車行業銷售、服務和營銷的長期數位化轉型。
隨著5月的到來，各大車企開始陸續發布4月在華銷量。吉利、長安、上汽集團、上汽通用、沃爾沃、馬自達等已公布數據的車企或品牌都實現了不同程度的同比增長。
與歐美等正試圖從「停擺」狀態緩慢走向復產狀態的全球其他主流汽車市場相比，中國汽車市場可謂是「一枝獨秀」。
作為在華銷量最大的跨國車企，大眾汽車集團4月在華銷量也超越了去年同期水平。
5月6日，大眾汽車集團（中國）CEO馮思翰博士在個人領英帳號上發布題為「中國汽車市場：我們身處何地，未來路在何方？」的文章中表示，在政府、汽車行業和客戶的共同努力之下，大眾汽車集團在華正在離開谷底，再度向頂峰登攀。
「整個汽車市場也在迅速恢復，從2月整體下滑80%，到3月的下滑40%，再到4月降幅收窄至10%，整體呈現不斷回升的趨勢，」他說。「如果保持當前的復甦態勢，我們可以謹慎樂觀地預估，全年的成績相比年初的計劃將不會有太大落差。回顧年初至今，這一切簡直如同奇蹟，而造就它們的是背後強大的團隊協作力。」
大眾汽車集團（中國）CEO馮思翰博士：新冠疫情給整個汽車市場帶來三大變化
馮思翰博士認為，新冠疫情給整個汽車市場帶來了三大方面的改變：這場危機將促成市場重新洗牌、優秀的品牌將煥發更強大的生命力、疫情的特殊狀態將助推汽車行業銷售、服務和營銷的長期數位化轉型。
他透露，隨著需求再度上漲，大眾汽車集團發現客戶行為正悄然發生變化：過去幾個月內因疫情而無法前往經銷商店購車的客戶此時正踴躍地前來光顧；同時也發現了一些為了減少乘坐公共運輸的潛在感染風險而紛紛開始考慮開車出行的首次購車用戶，這些群體佔全國擁有汽車客戶的60%。另外一個現象是關注高端車型的客戶比其他客戶更快地恢復購買計劃，因此高端和豪華車型銷量恢復得更加迅速。
馮思翰博士的老闆，大眾汽車集團CEO迪斯博士（Dr. Herbert Diess）也於5月5日在個人領英以及微博帳號上發文大讚中國汽車市場的快速復甦以及大眾汽車集團（中國）強勁的市場表現和成功的危機管理。迪斯博士在文中透露，大眾汽車集團在中國的市場份額在新冠疫情爆發的10個星期之後上升了1.7%，達到了21%。四月份，捷達品牌共交付新車13500輛，市場佔比接近1%（捷達品牌5月7日公布的官方數據顯示，4月銷量為14415輛，環比增長41%）。
馮思翰博士在文章最後強調，中國市場將會是大眾汽車集團業務穩定發展的重要力量。
「我們必須堅持既定戰略使業務重回正軌，加強國際交流，同時要一如既往地嚴格遵循防疫措施，」他說。「無論怎樣，有一點從未改變：大眾汽車對中國的長期發展充滿信心，中國仍將是未來全球汽車行業的強大動力。」
以下是文章全文（中英文）：
中國汽車市場：我們身處何地，未來路在何方？
The China Market: Where Are We Now, and Where Do We Go From Here?
我們正在經歷並見證著經濟的快速恢復。年初，在冬天漸入尾聲時，整個中國受疫情影響，快速進入了停擺狀態；此刻，在這個初夏，我們已經望見汽車市場恢復常態的曙光。在剛剛過去的四月裡，大眾汽車集團（中國）的銷量取得了超越去年同期水平的優異成績！
We are witnessing an outstanding economic comeback. In late winter, the whole of China was effectively in lockdown. Now, by early summer, we can look forward to a return to normal in the country's car market. In April, Volkswagen Group China's deliveries were even able to grow compared to the previous year.
在政府、汽車行業和客戶的共同努力之下，我們正在離開谷底，再度向頂峰登攀。整個汽車市場也在迅速恢復，從2月整體下滑80%，到3月的下滑40%，再到4月降幅收窄至10%，整體呈現不斷回升的趨勢。然而，擺在我們面前最大的問題是，下半年的好轉能否彌合上半年的缺口？如果保持當前的復甦態勢，我們可以謹慎樂觀地預估，全年的成績相比年初的計劃將不會有太大落差。回顧年初至今，這一切簡直如同奇蹟，而造就它們的是背後強大的團隊協作力。
This comeback was made possible by a joint effort from customers, government and the automotive industry. We have left the deepest valleys behind us, and are now on the climb to the peaks again. After a total market downturn of 80% in February, 40% in March, and an April around 10% down, we are returning to normality. However, the big question is if the second half of the year will make up the dent of loss in the first half. Should the current trend continue, we at Volkswagen Group China can be cautiously optimistic and forecast a yearly result that is not so far away from our original plan. Looking back at the beginning of the year, this might seem like a miracle, but it was made possible by an incredible team effort.
隨著需求再度上漲，我們發現客戶行為正悄然發生變化：過去幾個月內因疫情而無法前往經銷商店購車的客戶此時正踴躍地前來光顧；同時我們也發現了一些新的客戶，他們為了減少乘坐公共運輸的潛在感染風險而紛紛開始考慮開車出行，他們當中不少人都是首次購車，而首次購車的客戶群體佔全國擁有汽車客戶的60%。這也為我們年輕的捷達品牌提供了新的市場機遇。另外一個現象是關注高端車型的客戶比其他客戶更快地恢復了他們的購買計劃，因此高端和豪華車型銷量恢復得更加迅速。我們很高興地看到賓利的第一季度銷量超過了去年同期，而奧迪和保時捷也取得了不俗的成績。入門車型和高端車型都在市場恢復的前幾周為我們贏得了不錯的開局。
Demand is rising again, and we are currently witnessing some noteworthy observations in customer behavior: First to consider is that customers who were unable to buy a car over the last few months are now eagerly visiting our dealers. Furthermore, we have seen interest from a new kind of customer, those keen to own a personal vehicle to escape the risks of infection on public transport – many of them first time car buyers, a group accounting for 60% of customers in China. This could especially benefit our young brand JETTA. Another interesting result is that wealthy customers are coming back to the market faster, resulting in a faster comeback of premium and luxury segments. As a result, I am happy to see Bentley with growth in the first quarter compared to last year, and the same with Porsche's and Audi's current positive performances. Entry level and high-end models are the winners in the first weeks of market return.
但是，即使銷售逐漸回升至常態，新冠疫情帶來的影響無疑也將對整個汽車市場帶來改變。我的看法如下：
But even with promising sales, the impact of Covid-19 will certainly change the Chinese car market in general. Here are three of my predictions:
● 雖然難以接受，但必須承認，在這場危機將促成市場重新洗牌。即便是在中國這樣龐大體量的市場上，100多個汽車品牌同時存在也過於擁擠。疫情的爆發或多或少地加速了市場的整合，這也將有利於整體市場向更高的技術標準和更優秀的客戶服務發展。因為，擁有高品質產品和100%客戶導向的品牌會在這場競爭中生存下來，而其他做得欠缺的品牌則處境艱難。
Though perhaps a bitter pill to swallow, the crisis will encourage ashake-outof the industry. An automotive market with over 100 brands, even with a huge size such as China's, is not healthy. We will likely look back on this period as driving consolidation, which will probably benefit the entire market as a whole on its way to achieving better standards for technology and customer service. Brands with high quality products and 100% customer orientation will be resistant to the shake-out, while if those are not the focus of a brand, said brand will struggle.
●市場整合趨勢之下，優秀的品牌將煥發更強大的生命力。在危機之時，穩固的品牌形象，一如既往的高質量產品和對客戶的高度關注會更令人信服。大眾汽車集團在中國擁有超過35年的歷史，並憑藉出色的產品打造了強大的品牌力，成為中國客戶的首選品牌。今年，我們每個月的表現都優於市場整體水平，進一步鞏固了我們的市場份額，確保了我們的領先地位。
Following this logic, we will see therenaissance of strong brands. In times of crisis, a strong image, consistent quality and dedicated customer orientation will help to convince buyers. With the Group's rich history spanning over 35 years in China and a portfolio of exceptionally strong brands to call our own, we remain a priority choice for customers in China. This is also visible in our performance, as we have been outperforming the total market every single month this year, further strengthening our Group's market share and cementing our market leading position.
●疫情之中的特殊狀態無疑將有助於推動汽車行業銷售、服務和營銷的長期數位化轉型。無論何時，我們都必須主動與客戶建立聯繫，不能坐等客戶上門，而是要成為他們數位化日常生態的一部分。無論是建立線上購車流程，還是為客戶提供高度互聯汽車（例如即將問世的ID. 系列車型），將人性化與數位化融為一體，亦或是貫穿整個數字旅程為客戶提供在線信息並共享活動通知，這些數位化創新都已經在大眾汽車落地生根，不斷發展。在過去的幾個月裡，我們還加強了線上與線下整合銷售模式，並找到了與客戶和媒體進行數位化交流的有效方式。我們的合資企業夥伴一汽-大眾為此專門成立了企業品牌直播中心，與更多客戶通過數字平臺進行交流。
The lockdown will have a catalyst-like effect on the long-term change towardsdigitization of sales, services and marketingin our industry. We have to make the connection with customers, not the other way around, and become a part of their everyday digital ecosystem. Establishing online purchasing processes, offering all-connected cars which double as digital companions, such as the coming Volkswagen ID. models, or providing online information and events for customers -these developments are important and already taking place at Volkswagen. We have intensified our online-offline hybrid sales model over the last few months and found solutions for digital communications with customers and media. One example is our specially built live-streaming studio at FAW-Volkswagen.
正在恢復活力的中國市場為全球汽車市場做出了榜樣。目前歐洲尚處於逐漸復工階段，中國市場將會是大眾汽車集團業務穩定發展的重要力量。我懷著謹慎的樂觀態度，希望中國目前的趨勢能夠繼續保持，然而復甦的道路也許還會一波三折，切不可就此認為一切都會馬上恢復原狀。我們必須堅持既定戰略使業務重回正軌，加強國際交流，同時要一如既往地嚴格遵循防疫措施。無論怎樣，有一點從未改變：大眾汽車對中國的長期發展充滿信心，中國仍將是未來全球汽車行業的強大動力。
China is currently the worldwide role model for renewing vitality in automotive markets around the world and it will stabilize Volkswagen Group's business while operations in Europe are still slowly coming back. My message is one of cautious optimism. I hope China's trend will continue, but there are possible hurdles on our way to the mountain top again. It would be wrong to think that daily life is going to return to completely normal soon. We have to maintain consistency in our business ramp-up strategy, with international exchange, and especially with our prevention measures. One thing hasn't changed among all of this: With our long-term confidence, we are still seeing China as the coming powerhouse of the automobile world.