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双语新闻:奥迪与宝马争夺最畅销豪车桂冠

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发表于 2016-7-11 09:57:04 | 显示全部楼层 |阅读模式
  Audi Races for Luxury Crown
          For decades, Audi AG has played the poor cousin to Germany's luxury-auto kingpins.
          对于德国豪车制造商来说,几十年来奥迪(Audi AG)一直扮演着“穷亲戚”的角色。
          Now the car maker owned by Volkswagen AG is doing what was unthinkable several years ago: It's running neck-and-neck with BMW AG for the crown of the world's top-selling luxury-auto maker, thanks in no small part to surging U.S. sales.
          如今,大众汽车(Volkswagen AG)旗下的这个汽车生产商正在做几年前难以想象的事:与宝马汽车公司(BMW AG)齐头并进角逐全球最畅销豪车制造商的桂冠。这在很大程度上要归功于奥迪在美国市场销量大增。
          On Tuesday, Audi forecast increased sales world-wide this year─after outpacing Daimler AG's Mercedes-Benz with 1.46 million cars sold globally last year─and said it remained on track to reach its target of more than two million in annual car sales by 2020. Though its 2012 net profit slipped 2% to 4.35 billion ($5.68 billion) due to new model investments and Europe's dismal auto market, its 11% operating margin bested both BMW and Mercedes's recent profitability.
          周二,奥迪预测该公司全球销量今年将增加,并说公司势头良好,有望实现到2020年年销售汽车超过200万辆的目标。去年,奥迪全球销量达146万辆,超过戴姆勒公司(Daimler AG)旗下的梅赛德斯-奔驰(Mercedes-Benz)。由于投资新车型和欧洲汽车市场低迷,奥迪2012年的净利润下滑了2%,至43.5亿欧元(合56.8亿美元),但11%的运营利润率仍好于宝马和奔驰的近期业绩。
          Six years ago, Audi trailed both of its German rivals in sales and cachet, and nowhere more so than in the U.S. Since then, it has nearly doubled its U.S. model lineup and prodded its American dealers to invest some $206 million in sleek and airy new showrooms over the past three years. Along the way, it has crafted an image as the upstart alternative to its more blue-blooded premium rivals, tapping into a luxury ethos that's favored the high, yet minimalist, design typical of Audis. 'We have put a lot of work in recent years toward winning over the U.S.,' said Audi Chief Executive Rupert Stadler.
          六年前,奥迪无论是在销量还是在名气方面,都落后于德国竞争对手,这一点在美国市场尤甚。此后,奥迪针对美国市场投放的车型数量增加了近一倍,并在过去三年鼓动其美国经销商投资约2.06亿美元,修建宽敞明亮的新展厅。在这期间,奥迪打造出了一种新贵形象,与那些出身更高贵的竞争车型相抗衡,利用崇尚高端且极简设计的奢华风,这也是奥迪车的特点。奥迪首席执行长施泰德(Rupert Stadler)说,这些年我们为赢得美国市场做了很多工作。
          The strategy appears to be working. World-wide, Audi's sales through the first two months of 2013 are up nearly 10% to 221,800 cars─400 short of BMW-brand car sales. Some of Audi's biggest growth is coming from the U.S., where sales have climbed 17% so far this year and its share of the luxury-import car market has nearly doubled to 10.1% from 5.8% in 2006.
          这项策略似乎奏效了。2013年前两个月,奥迪全球销量增加了近10%,至221,800辆,比宝马少400辆。奥迪销量大幅增长的部分原因在于美国。年初迄今,奥迪在美国的销量增加了17%,占美国进口豪车市场的份额增至10.1%,较2006年的5.8%增加了近一倍。
          The Bavaria-based car maker's U.S. sales are still roughly half those of its German rivals. But Audi is within reach of a critical goal─boosting its annual U.S. sales by more than 40% to 200,000 cars by 2018, a target the company's U.S. chief, Scott Keogh, argues it is likely to reach 'sooner rather than later.' A few years ago, 'when Audi announced its 2018 numbers, I rolled my eyes,' said Mike Sullivan, an Audi dealer in Torrance, Calif., who as the owner of 10 other dealerships had heard lofty sales goals from car makers before.
          奥迪总部位于德国巴伐利亚州,该公司的美国销量目前仍约为其德国竞争对手的一半。但是,奥迪距离实现一个重要目标已经不远了,即到2018年将美国年销量增加逾40%,至20万辆。奥迪美国业务负责人基奥(Scott Keogh)认为,这个目标可能会提早实现。美国加州托兰斯市(Torrance)奥迪经销商苏利文(Mike Sullivan)说,几年前当奥迪宣布2018年的销售目标时,我翻了翻白眼。同时还拥有其它10个汽车经销代理权的苏利文以前也听过别的汽车生产商的远大销售目标。
          Last year, though, Mr. Sullivan spent nearly $24 million to construct a massive glass-walled, 17-car showroom─the largest Audi dealership in the U.S. His old Audi showroom, built less than a decade ago and now housing Mr. Sullivan's Subaru franchise, no longer fits 'anywhere near where [Audi] was going.'
          不过去年,苏利文花近2,400万美元建造了一个庞大的能放17辆车的玻璃展厅,这是美国国内最大的奥迪经销店。他的旧奥迪展厅是在不到10年前修建的,现在里面放的是他代理的斯巴鲁(Subaru)汽车。苏利文说,旧展厅已完全不能满足奥迪未来的要求。
          Elsewhere in the world, Audi is much more established. It is the biggest luxury-car maker in fast-growing China, thanks to its move to produce cars there in 2001, years before its rivals. Its first-mover status, though, has allowed it to become Communist Party functionaries' ride of choice. In Europe, it also has become the top-selling luxury brand.
          在美国以外的其它地方,奥迪的地位也更加稳固。在快速增长的中国市场上,奥迪目前是最大的豪车制造商,这要归功于该公司2001年便开始在中国本土生产汽车,比对手早很多年。这种先行者优势使奥迪成为中共官员的首选座驾。在欧洲,奥迪也成了最畅销的豪车品牌。
          Audi's growth is key to its parent Volkswagen's own ambitions to become the world's largest car maker by 2018. It's also arguably Volkswagen's key profit driver, contributing nearly half of its 11.5 billion in operating profit last year. The benefits are mutual: a big reason's for Audi's high profitability is its ability to share technology and platforms with the bigger Volkswagen group, whose brands range from Porsche to Bentley to Skoda.
          对于有志到2018年成为全球最大汽车制造商的大众汽车来说,奥迪的增长非常关键。可以说,它是推动大众盈利的重要因素。在去年大众115亿欧元的运营利润中,有近一半是奥迪贡献的。对它们来说,这是一种双赢:奥迪之所以具有较高的盈利能力,是因为它有能与规模更大的大众集团共享技术和平台。大众旗下还有保时捷(Porsche)、宾利(Bentley)和斯柯达(Skoda)等多个品牌。
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