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上海车展 专访Q&A上海车展 专访Q&AChrysler 300C Q&A 第一部分：关于上海车展及BBDCPart one: About Shanghai Auto Show and BBDC1. 在您看来本次上海车展怎么样？有哪些突出的亮点呢？还有就是，您认为此次车展北京奔驰-戴克的亮点有哪些？ What do you think about 2007 Shanghai Auto show? Whatre the shining points of the show? In addition, what is BBDCs attraction on this show?要点：l 上海国际汽车工业展览会创办于1985年，是中国最早的专业国际汽车展览会同时也是中国第一个被UFI认可的汽车展。伴随着中国及国际汽车工业的发展，经过了20多年的积累，上海国际汽车展已成长为中国最权威、国际上最具影响力的汽车大展之一。l 本次车展的主题定为“人、车、自然的完美和谐”。随着车辆的生产工艺不断改进与提高，驾驶变得更为便捷、舒适和安全。而以人为本的操作设计和安全技术都让驾驶带给人们更多的享受，深切感受到人与车融为一体的和谐。人们通过汽车的改变，正逐步实现人、车与自然的和谐。l 本次车展上各大厂商都借此机会，展示自身强大的实力，其中也有很多亮点。比如说很多新车的亮相、别开生面的活动等等，另外还有自主品牌。l 作为国内的豪华车生产厂商，北京奔驰-戴克很重视本次车展。本次车展是北京奔驰-戴克提出“在豪华车市场上要占有一席之地”之后，成果的一次全面展示。l 我们带来了全线升级的克莱斯勒300C，除此之外，Sebring也是首次在国内大型的展会中正式亮相。Key Points: Shanghai Auto Show is the biggest and most authoritative auto exhibition in China. Also it is a biggest gathering of the field this year. All the great corporations want to catch the opportunity to reveal their strength. There are many attractions during the auto show, for instance, many new cars will be exhibited, and also there will be many activities hold by International brand and national brand. As a luxurious car production corporation in China, BBDC take this car show seriously. This time, we bought the up-grade edition of Chrysler300C. Besides that, Sebring will be officially exhibited on the national exhibition for the first time.第二部分：关于克莱斯勒300C Part two: About Chrysler300C 2. 像宝马或者是奥迪在中国品牌形象非常明显。300C到底是定位什么样的豪华，300C这个品牌在中国要打造什么样个性的东西？有什么样在实在的东西，或者技术来支撑它？300C的定位是什么样的？是跟奥迪一个层次的还是跟皇冠一个层次的？ The brand images of BMW and Audi are quite clear in China. What kind of luxury does 300C want to express? Which kind of characteristic does 300C want to present in China? Is there any substantial things or technologies can support it? Whats 300Cs orientation? Is it on the same level of Audi or Crown?答:对于品牌来讲，我们的目标对象是很准确的，品牌内涵与产品特制也是非常一致的，富有表现力、精制、自信、充满激情。我们通常说300C是与众不同的豪华车，这是有很多具体的支撑点的。比如说内饰。很多人追求比较细腻的内饰，追求光华的质感，认为这样的内饰好。而300C的内饰追求的是简约但不简单。看上去它也许会显得不是那么细腻，但是你会发现它人工缝制的东西很多，没有用大量的胶水去打造所谓的精细，这既是审美追求的差别，也是环保方面的考虑。再比如300C的美国五星级碰撞的标准，前后的碰撞，前脸与发动机之间的距离，后面备胎的斜置，都是很细致的考虑。300C采用可溃缩式传动轴，当汽车碰撞的时候会溃缩20公分，具备很好的安全性。此外，这样一款车轴距超过3米，转弯半径比轴距2.98或2.95的同类车还要小，操作性很好。其实很有很多的具体点来说明300C的与众不同，这里只是举一些例子。关于竞争对手，我坦率说，刚才你举一些品牌的例子，也可以说它是竞争对手，也可以说它不是竞争对手。300C的竞争对手是自己。当然并不是一句套话，因为300C产品和品牌有非常精准、独特的定位，它更多的是跟自己竞争。With regard to the brand, our target is accurate. The connotation and the characteristic of the brand are coherent. They are”expressive, refine, confident, and full of passion.” As what we often say that 300C is a unique luxurious sedan, there are many supporting points for it, for instance the decoration. Many people pursue exquisite decoration, and splendid quality. However the decoration of 300C is contracted but not simple. Maybe it is not that exquisite, because we didnt use a large amount of glue, but you can find a lot of hand made things on it. It shows our unique pursuit and also reveals our environment consideration. Whats more, 300C also receives the five- star NHTIA standard of collision. It takes a thorough consideration on the frontal and back collision, the distance between front and engine, the position of spare tire. 300C adopts energy-absorbing transmission shaft. When collision happens, the transmission shaft can draw back 20 centimeters. Moreover, the axle is over 3 meters, but the swerve semi diameter is smaller than the cars with 2.98-meter axle or 2.95-meter axle. In fact, there are a lot of other point can prove the unique of 300C.With regard to the competitors, to be frankly, the brands you have mentioned can be regarded as our competitors, but the real competitor for 300C is itself. It is not a polite formula. Because the product and brand of 300C has its own orientation, 300C is competing with itself. 3. 300C销售怎样?今年预计产销目标是多少？What is 300C s market performance? And what is the production/sales target of 300C this year?答:目前300C在全国的各个地区都非常畅销。我们的目标是，克莱斯勒在未来的豪华车市场里面占有8以上的市场占有率。这是我们的目标，并不是一个高不可攀的目标。A: The customers demand exceeds the supply of 300C, and 300C is very popular every where. The sales target is taking more than 8% in the luxury market. 第三部分：关于克莱斯勒300C 全线升级 Part three: About Chrysler300C V2 edition 4. 您刚才提到了，本次车展克莱斯勒300C进行了全线升级，请您详细介绍一下它的情况。As you have mentioned that Chrysler 300C will launch its new edition, could you please introduce the car for us specifically?要点：l 克莱斯勒300C在原有车型的基础上完成了全线升级，同时推出一款2.7L“商务版”新车型。l 增加了很多实用、豪华的配置，给驾乘者带来无与伦比的享受。l 展现出克莱斯勒极富表现力、独特且创新的外部设计方向。l 经典HEMI发动机和后轮驱动技术提供充沛动力和超凡驾乘感受.l 可变排量系统（MDS）提高HEMI V8发动机的燃油经济性.l 达到美国NHTSA五星级安全碰撞标准，既敏捷安全又舒适可靠。Key Points: The up-grade edition of Chrysler300C is based on the original edition of 300C. We will also launch a business edition of 300C also. The up-grade edition added many functional and luxurious equipments, will bring more enjoyments for its drivers. It reveals the expressive, unique, and originative appearance design of Chrysler. It has classic HEMI engine and back wheels driving techniques. The changeable displacement system can rise the efficiency of HEMI V8 engine. It attains the five- star NHTIA standard of collision. Its safe comfortable and reliable. 5. 近期，克莱斯勒300C进行了全线升级，请问，北京奔驰-戴克是出于哪些方面的考虑的？ Why does BBDC launch the up-grade edition of Chrysler 300C? 要点：l 基于对各方面市场反馈的调研，对克莱斯勒300C进行了配置方面的进一步改进，同时也进一步满足了本土化的需求。l 为了满足中国用户多元化的选择。l 物超所值，增配不加价。l 前不久，300C入围了政府采购清单，应广大消费者以及政府机关，大中型企事业单位等大集团的需求，北京奔驰戴克还推出了300C 2 .7L商务版。Key points: Based on the reflection of the demand of market, we improved the equipments of 300C. The reason why we launch the up-grade edition is to satisfy the need of localization also. Recently, Chrysler 300C come into the governments purchasing list. In order to fulfill the requirements of the customers, government, corporations, BBDC will also launch a Business edition of 300C 第四部分：关于克莱斯勒300C 近期动向 Part four: About Chrysler300Cs recent activities 关于Kenny GAbout Kenny G6. 300C前不久携手Kenny G，赞助了他的来华音乐会，请问是北京奔驰戴克对于克莱斯勒和300C品牌一个阶段性的，短期的一个市场定位尝试？还是作为以后比较长时间阶段一个比较固定的市场推广的主题？Q: BBDC has just sponsored Kenny Gs concert. Is that a short-termed market attempt of the brand Chrysler 300C or a comparatively stable market promotion theme in a long term?答:我们希望通过这类的赞助，让公众认知“豪华的重新定义”。与过去传统定义不同的一点，我们认为现在提起豪华大家更应该想到的是典范的价值、人文的关怀和社会的责任。你有条件享受这种豪华，那么你就有条件去在社会各个阶层起到你应该起到的作用。所以这个主题不是短期的，是长期的。另外300C与艺术之间的关系，刚才已经说了，我们将来还会有很多与其它的艺术家合作的机会。我们现在选择Kenny G的合作是一个开始。l 整体设计：300C身上很多抓人眼球的设计细节是传统汽车价值中尤为闪光并渐被人忽略一种情怀刚劲、热情、勇于开拓、不断进取。300C是在现代理念下设计的，但却没有被现代的所谓流行趋势所束缚，而是对经典的“老”情怀进行了现代的升华，使其展现出一种与众不同的、与用户内心气质灵犀相通的自信张扬之美。（外型尺寸、前脸、尾部、腰线、后视镜等）而且这种设计也符合了传统的价值观中国的传统美德：大、方、平、宽、正、直。l 内饰：不是片面追求奢华，而是追求简约而不简单的理念，例如，在内饰选用天然材料或高科技环保材料，与房屋装修理念相一致，将环保放在首要位置，没有任何异味。l 价格：300C是一款让更多人买得起的豪华车l 安全性：作为豪华车，最大限度地呵护用户的安全是非常重要的。300C众多的安全配置和源自戴姆勒和克莱斯勒独步车坛的安全技术，是对该级别豪华车所应达到的安全标准的一种重新定义。l 5.7L HEMI V8发动机：人们对传统意义上的认知，豪华车就应该拥有较大排量，而较大的排量则代表着更高的油耗水平。HEMI发动拥有MDS可变排量系统， 能够使发动机在巡航或低加速状态下只有一半气缸工作，从而提高燃油经济性5%到20%左右，且仅在40毫秒内即可完成从8缸转变为4缸进行工作。300C凭借着克莱斯勒这一独有技术，在兼顾动力性的同时，又注重了燃油经济性，降低了排放污染。与提倡节约环保型社会相契合，这对于既有豪华车大排量、高油耗、高污染的事实，进行了重新定义，使豪华车给人以更加友好的印象。A:.we will build up through communication this year-the “redefinition of luxury” about Chrysler 300C .We want people recall the virtue value and social responsibility. If you can enjoy such kind of luxury, you should take the responsibilities in your field, Therefore, it is not a short-termed theme, but a long-termed one. we will have more opportunities to cooperate with other artists. The cooperation between Kenny G and 300C is just a start.7. 300C为什么会赞助Kenny G？目的是什么？Why does 300C sponsor Kenny G? Whats your purpose?答:作为300C来讲，它代表着现代汽车设计的一种理念，将现代设计与古典之美融合在一起。在美国有很多人就评论300C是复古式的典雅，在中国也如此。当然大家对复古可能有不同的理解。我们在300C的用户群中做了很多访谈，也跟很多记者朋友聊过此事，相互的沟通中，大家碰出过很多精彩的火花。总体的感觉是这样的：正是现代设计理念，跟过去复古的东西结合在一起，构成了300C与众不同的漂亮的外观表现力。而Kenny G的音乐同样是用现代的表现手法将经典的旋律予以新的升华与诠释，表现出一种清新的、与众不同的激情与浪漫。我们认为在这方面，Kenny G的音乐与300C是有相通之处的。从80年代开始Kenny G就已成为美国现代艺术文化的一种代表，他的唱片销量也是创了历史的记录。300C也是一样，300C在美国就代表了美国文化的一种精神，这种精神就是美国人所崇尚的那种自信、激情和表现力。我们300C品牌核心的内涵就是这三个方面再加上精制。关于政府采购清单About Government Purchase List8. 前阵克莱斯勒300C获得环保认证，进入了政府采购清单，这样情况下300C有什么策略推公务车市场？Recently，Chrysler300C gained the environment certification and got on the government purchase list, under this circumstance what strategy will 300C take on the business vehicle market?答: 政府采购目录的列入考虑到环保。同时也说明一个问题，除了环保以外，政府为什么愿意把我们的车列进去。“新官员，新公务用车”。我们中国现在的政府官员，已经不是以前穿中山装的官员了。他们当中的很多人海归的，有很多高教育学历的，这些新一代的官员都有自己的魅力和亲民的一种形象，更加自信并有朝气。我们认为300C与这些新一代的政府官员在气质层面是有契合点的，它们之间并不矛盾。针对政府市场，300C将会有适合政府应用的商务版车型推出，新车型在价格方面也会有所调整。 Government took environment factor into consideration when they established purchase list. Besides the environment factor, there are also other reasons. “New officials, new official sedans” The Chinese government official is no longer those officials wearing Sun Yat sens uniform. Many of them have been abroad and with high education. Those new generation officials are charming, amiable, more confident and dynamic. 300C is suitable for those officials. There is no contradiction between them9. 政府采购的级别要求是非常严格的，从省部级到局级到下面县处级，这方面有排量和价格要求的。克莱斯勒300C是针对政府采购哪一块市场？Q The requirement of different level of government purchase is quite strict. There are different requirements from Province to County. Which part of market does Chrysler300 aim to?答:300C定位在高端的政府采购群体里面。当然我们更有竞争力的价格出来以后，我也不排除会有一些不同政府级别的人员乘坐。A: 300C is focusing on the top-level government purchase group. Of course, after we got more competitive price, we also welcome different levels of government officials to use 300C. 10. 300C比较畅销的地区是哪？In which area is 300C sold best?答:因为目前300C是处在一种供不应求的状态，所以全国的各个地区都非常畅销，其中以深圳、广州、杭州、上海、北京、成都等地区为主。当然厂家在投放产品的时候要满足一些主要市场的特殊状况。Because the current demand exceeds the supply of 300C, 300C is sold well all over China, especially in Shenzheng, Hangzhou, Shanghai, Beijing, and Chengdu. We need to satisfy the special needs of main areas first.第五部分：关于SebringPart five：About Sebring11. 我们看到了，展台上所展出的新车Sebring，请您详细介绍一下这款车好吗？We saw the new car, Sebring, is on the exhibition stage. Would you please introduce the car for us?要点：l 本次展出的是全新2007款克莱斯勒Sebring，这也是该车型首次亮相中国的车展。l 极富表现力的外观设计和世界级的内饰工艺令其超群出众。l 想人所想的技术工艺和安全性能让生活更便利、更安全。Key Points: It is the brand new 2007 Sebring. Also it is the first time we exhibit Sebring on the China Auto show. Its expressive appearance and world top decoration makes it become more outstanding. The considerate technique and safety function make our life become more convenient and safe.12. 那么，全新Sebring的定位是什么样的呢？Whats your orientation towards brand new Sebring? 要点：l 克莱斯勒Sebring为中国消费者购买中级车提供了更多的惊喜及选择。Key Point: Chrysler Sebring will bring more surprises and selections for Chinese customers in the middle- class car market.13. 请问，这款车有国产的可能吗？如果有，大概在什么时间推出呢？It is any possibilities that Sebring could be made locally? If yes, when will BBDC launch the locally-made Sebring?要点：l 克莱斯勒Sebring预计将于2007年底在北京奔驰戴克国产。Key Point: BBDC will produce Sebring in the end of the year.14. Sebring对于北京奔驰戴克，对于市场会产生什么样的呢？What influence of Sebring will bring to BBDC, in market?要点：l 全新的克莱斯勒Sebring是克莱斯勒品牌第一款将在中国国产的中级轿车，继克莱斯勒300C的成功国产之后，进一步拓宽了克莱斯勒品牌在中国汽车市场的覆盖面。l 全新的克莱斯勒Sebring一旦国产之后，将给中国中级轿车市场带来一股新风，为中国消费者增添一份值得惊喜的选择。l 同所有克莱斯勒品牌的产品一样，克莱斯勒Sebring将会是独具惠眼的中国消费者的一款雅致而实惠的理想座驾。作为在北京奔驰戴克生产的一款新车，它进一步表明了克莱斯勒集团在中国生产新颖独特的汽车的决心和长远发展的承诺Key Point: The brand new Chrysler Sebring is the first locally-made middle-class sedan of Chrysler in China. It will keep on widen the coverage of Chrysler in China auto market after the success of 300C. The locally made Sebring will bring a fresh air to the middle-class sedan market in China, and also bring a surprising selection for Chinese customers. As all the products of Chrysler, Sebring will be an elegant and ideal car for the smart Chinese customers. As the new car produced by BBDC, it proofs the determination that they will keep producing new car in China, and the long-term development promise of Chrysler group.第六部分：关于经销商网络Part six：About The Sales Network 15. 克莱斯勒300C销售网点目前数量是多少？在网络发展计划方面有哪些规划？Q:How many points of sales does locally produced Chrysler 300C has currently? Whats the plan to develop sales networks?要点：l 目前国产克莱斯勒300C的销售网点已经覆盖除西藏拉萨外的所有省会城市和部分三级城市。这些经销店占据了良好的地理位置，而且这些经销商均与北京奔驰戴克有多年的合作基础，具备较强的主动营销策划能力和市场分析能力。l 国产克莱斯勒300C上市后，吸引大量有实力的经销商集团加入，北京奔驰戴克会着力拓展销售网络。A:l Currently, the dealership of localized Chrysler 300C has covered all provincial capitals except for Lhasa of Tibet and some third level cities, ensuring favorable geographical distribution and distinguished strength.l A large quantity of new channels was recruited after the launch. 16. 300C现在的售后服务网络建设情况是怎样的？Q: Could you talk about the after-sales service network of 300C?要点：l 国产克莱斯勒300C的售后服务重在突出“尊贵体验”的感受，国产克莱斯勒300C在售后方面刚通过一系列更主动，更迅速，更专业，更细致，更周到，更完美的服务，来实现对客户更尊贵体验的承诺。A:l As far as after-sale service of localized Chrysler 300C is concerned, we have put forward the service concept of Distinguished Experience. The more responsive, professional and careful service will be provided to the customers.第七部分：敏感问题 Part seven：Sensitive Questions 17. 目前为止，克莱斯勒300C的国产化率达到了多少？随着国产化率的提高，在品质方面会不会出现问题？ Till now, whats Chrysler300Cs localization rate? When the rate rises, will the quality fall?答:克莱斯勒300C的国产化遵循了两个基本原则，首先严格遵照政府的相关规定，并依照我国政府的有关规定逐步提高国产化率。其次，严格按照戴克全球品质标准来推进克莱斯勒300C的国产。300C采用的高技术装备非常多，对工艺的要求也很高，300C的国产化不仅提高了国内豪华车的零部件制造工艺水平，也对国内整车的技术创新产生积极影响。A: Chrysler 300Cs localization rate follows two principles. First, BBDC follows the government related rules. Second, BBDC impels 300Cs localization according to DaimlerChryslers global quality standard. 300C adopts a lot of high-tech equipments, and also has high demand for the technics. The localization of 300C will not only promote the local technique of accessory manufactures, but will also have a positive influence on Chinese whole-car making technologies.18. 我们都知道近期别克推出了新款的林荫大道，这款车会不会对300C产生冲击呢？答: l 林荫大道和300C的定位不同，针对的目标客户群也有所差别l 林荫大道是典型的美国车，在美国市场很知名。而300C在气派、大气的外表下，更多地融入了德系技术。如源于戴姆勒技术的安全车身构架、戴姆勒技术的后驱系统、戴姆勒技术的悬架系统、戴姆勒技术的转向系统。19. 在国外，Sebring公认的竞争对手是雅阁和凯美瑞。那么在国内，Sebring的竞争对手会是谁呢？At abroad, Accord and Camry are generally regarded as the rivals of Sebring. Whats the rival of Sebring in China?答: Sebring是一款个性鲜明的汽车，克莱斯勒Sebring的整体表面处理和细节都体现了克莱斯勒品牌的四大特征：富有表现力、精制、自信和充满激情。它最大的竞争对手只是他自己。Answer: Sebring is a characteristic