高额关税下,中国车企如何在欧洲实现市场份额翻番

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JACK EWING2025年6月19日中国奇瑞汽车公司生产的混合动力汽车在罗马的一家展厅。中国汽车制造商将销售重点放在意大利等国,因为在这些国家,德国和法国汽车公司的地位不如在北欧国家稳固。 Stephanie Gengotti for The New York TimesWhen the European Union last year imposed steep tariffs on electric cars made in China, it looked like a serious setback for BYD and other Chinese automakers.当欧盟去年对中国制造的电动汽车征收高额关税时,比亚迪和其他中国汽车制造商似乎将面临一次严重挫折。But the Chinese companies were not so easily discouraged. They pivoted to hybrids or gasoline-powered cars that were exempt from tariffs. They began importing less-expensive models. And they concentrated on countries like Italy and Spain, where German and French carmakers are less entrenched than in Northern Europe.但中国公司并没有那么容易气馁。他们转向了免除关税的混合动力汽车或汽油动力汽车。他们开始进口价格较低的车型。他们还把重点放在意大利和西班牙等国家,在这些国家,德国和法国汽车制造商的地位不像在北欧那么稳固。Despite the tariffs, which are as high as 35 percent for certain companies, Chinese brands doubled their share of the European car market in April from a year earlier, according to registration data compiled by JATO Dynamics, a research firm. It was a potent demonstration of the flexibility and manufacturing prowess of BYD, Geely, Chery, SAIC and other Chinese manufacturers.尽管某些公司被征收了高达35%的关税,但研究公司JATO Dynamics汇编的注册数据显示,今年4月,中国品牌在欧洲汽车市场的份额比一年前翻了一番。这有力地展示了比亚迪、吉利、奇瑞、上汽和其他中国制造商的灵活性和制造能力。“These big, huge companies in China, they have the possibility of doing whatever they want,” said Pier Giacomo Cappella, managing director of a chain of dealerships in Italy that sells DR brand cars manufactured by Chery.“中国的这些庞大的巨头公司有能力做任何他们想做的事,”销售奇瑞生产的DR品牌汽车的意大利连锁经销商总经理皮尔·贾科莫·卡佩拉表示。Some Chinese automakers design and produce new models in just six months, said Mr. Cappella, who also sells German brands including Porsche and Audi. “The Germans, they take at least two years.”卡佩拉还销售保时捷和奥迪等德国品牌。他说,一些中国汽车制造商只需要六个月就能设计和生产新车型。“德国人至少需要两年时间。”The DR models at one of his showrooms in Rome include a diesel off-road vehicle called the ICH-X K2. It strongly resembles a four-door Jeep Wrangler but, at 51,500 euros, or about $60,000, costs $10,000 less.他在罗马的一个陈列室里展出的DR车型包括一款名为ICH-X K2的柴油越野车。这款车与四门吉普牧马人非常相似,但售价5.15万欧元(约合42万元人民币),比后者便宜1万美元。Chinese car brands accounted for only 4.9 percent of the E.U. new-car market in April, or 53,000 vehicles, according to JATO. But that was up from 2.4 percent a year earlier.根据JATO的数据,4月中国汽车品牌仅占欧盟新车市场的4.9%,即53000辆。但一年前这个占比是2.4%。The Chinese carmakers have even managed to keep selling more electric vehicles in Europe. After an initial dip, sales of electric vehicles by BYD and other Chinese automakers rebounded in April, according to JATO, rising 59 percent that month compared with a 26 percent increase in electric vehicle sales by other manufacturers.中国汽车制造商甚至成功地在欧洲售出了更多的电动汽车。根据JATO的数据,在最初的低迷之后,比亚迪和其他中国汽车制造商的电动汽车销量在4月份反弹,当月增长了59%,而其他制造商的电动汽车销量增长了26%。In Europe, sales of electric vehicles are growing faster than for any other type of vehicle. About one in five electric vehicles sold in Europe during the first quarter was made in China, according to separate figures from Schmidt Automotive Research.在欧洲,电动汽车的销售增长速度比任何其他类型的汽车都要快。施密特汽车研究公司的另一份数据显示,第一季度在欧洲销售的电动汽车中,约有五分之一是中国制造的。The Chinese gains came largely at the expense of Tesla, which recorded a steep drop in sales partly because European buyers were offended by the behavior of Elon Musk, the company’s chief executive. Mr. Musk has supported far-right political parties in Germany, France and Britain.中国车企的增长在很大程度上是挤占了特斯拉的市场份额。特斯拉销量大幅下降,部分原因是欧洲买家对该公司首席执行官埃隆·马斯克的行为感到不快。马斯克在德国、法国和英国支持极右翼政党。BYD electric vehicles outsold Tesla cars in April in Europe, although just barely. Europeans registered 7,231 BYD electric cars compared with 7,165 from Tesla, according to JATO. The introduction of an updated Tesla Model Y, the company’s best-selling car, has not stemmed the decline, at least so far.今年4月,比亚迪电动汽车在欧洲的销量超过了特斯拉,尽管差距很小。根据JATO的数据,欧洲注册了7331辆比亚迪电动汽车,而特斯拉注册了7165辆。特斯拉最畅销的车型Model Y的升级版推出并没有阻止这种下滑,至少到目前为止是这样。在经历了最初的下滑之后,比亚迪(上图)和其他中国汽车制造商的电动汽车销量在4月出现反弹。Because the duties are based on how much Chinese government support the carmakers receive, one unintended effect has been to encourage the Chinese to sell gasoline cars, undermining E.U. efforts to reduce greenhouse gas emissions.由于关税是根据中国政府对汽车制造商的支持程度而定,一个意想不到的影响是这鼓励了中国销售汽油车,破坏了欧盟减少温室气体排放的努力。Only one-third of the cars that the Chinese carmakers sold in Europe during the first quarter were electric, according to Schmidt Automotive. The rest were hybrids or conventional gasoline-powered cars that are exempt from tariffs.施密特汽车的数据显示,今年第一季度,中国汽车制造商在欧洲销售的汽车中,只有三分之一是电动汽车。其余的是免征关税的混合动力汽车或传统汽油动力汽车。“That’s one of the ironies” of the tariffs, said Matthias Schmidt, the owner of Schmidt Automotive.施密特汽车公司的所有者马蒂亚斯·施密特说,这是关税的“讽刺之处之一”。Cars made by Tesla in Shanghai are subject to an 8 percent tariff; for SAIC, which sells cars under the MG brand, it’s 35 percent; and BYD electric vehicles are subject to a 17 percent duty. Those tariffs are on top of a 10 percent tariff that applies to all cars imported to E.U. countries.特斯拉在上海生产的汽车要缴纳8%的关税;销售MG品牌汽车的上汽集团被征收35%的关税;比亚迪的电动汽车则要缴纳17%的关税。这些关税是在对所有进口到欧盟国家的汽车征收10%关税的基础上征收的。The Chinese carmakers are best known for electric cars, but are willing to supply whatever the market demands, dealers say. That has helped Chinese brands attract buyers in countries like Italy, where many have avoided electric cars because there are too few places to charge the vehicles.经销商们表示,中国汽车制造商最出名的是电动汽车,但它们愿意满足市场的任何需求。这帮助中国品牌吸引了意大利等国的买家,在这些国家,许多人都避免使用电动汽车,因为充电的地方太少。Gabriele Gabrieli, commercial director of Leonori, a dealership in Rome that sells primarily brands from Stellantis like Peugeot and Citroën, added a BYD showroom last year. About two-thirds of the BYD cars that he sells are hybrids, Mr. Gabrieli said.罗马经销商Leonori的商务总监加布里埃尔·加布里埃利去年增加了一个比亚迪展厅。Leonori主要销售标致和雪铁龙等斯泰兰提斯的品牌。加布里埃利说,他销售的比亚迪汽车中约有三分之二是混合动力车。“It’s very difficult to own an electric vehicle in Rome,” he said.“在罗马拥有一辆电动汽车是很难的事,”他说。Europe has traditionally been a tough market for foreign carmakers. In Germany and France, the two largest car markets, buyers show a strong preference for brands from their respective countries like Volkswagen, Renault and Peugeot.对外国汽车制造商来说,欧洲向来是一个困难的市场。在德国和法国这两个最大的汽车市场,买家对大众、雷诺和标致等本国品牌表现出强烈的偏好。Volkswagen, which also makes Audi, Skoda and SEAT cars, accounts for 28 percent of the European Union’s new vehicle sales. Stellantis, which owns Peugeot, Citroën and Opel, has 16 percent.大众汽车也生产奥迪、斯柯达和西雅特等车型,占欧盟新车销量的28%。拥有标致、雪铁龙和欧宝的斯泰兰提斯销量占16%。Italy, Spain and Britain accounted for two-thirds of the cars the Chinese sold in Europe during the first quarter, according to Schmidt Automotive. Britain is not part of the European Union and does not impose additional tariffs on Chinese carmakers. Fiat no longer commands the loyalty it once had with Italian buyers. Spain and Britain do not have major local brands that residents strongly identify with.据施密特汽车公司,意大利、西班牙和英国占中国汽车第一季度在欧洲销售的汽车总量的三分之二。英国不是欧盟成员国,不会对中国汽车制造商征收额外关税。菲亚特不再像以前那样拥有意大利买家的忠诚。西班牙和英国没有居民强烈认同的主要本土品牌。意大利一家销售奇瑞产DR品牌汽车的连锁经销店总经理说:"中国的这些庞大的巨头公司有有能力做任何他们想做的事。”The Chinese companies are gaining share faster than other foreign brands like Hyundai and Toyota, which have been selling cars in Europe for decades. In April, they each accounted for about 8 percent of new car registrations in the European Union, according to data compiled by the European Automobile Manufacturers’ Association.中国公司的市场份额增长比现代和丰田等其他外国品牌更快,这些品牌已经在欧洲销售了几十年。根据欧洲汽车制造商协会的数据,今年4月,这两家公司的新车注册量分别占欧盟新车注册量的8%左右。Ford Motor’s share of the European car market has dwindled to 3 percent, and General Motors has only a minor presence, mostly selling a small number of electric Cadillacs in a few European markets.福特汽车在欧洲汽车市场的份额已经下降到3%,通用汽车的份额也很小,主要在少数几个欧洲市场销售少量的凯迪拉克电动汽车。BYD is expected to ramp up its European sales after the company begins producing cars in Hungary and Turkey next year. Those vehicles will not be subject to any E.U. tariffs.比亚迪明年开始在匈牙利和土耳其生产汽车,预计将随之提高其在欧洲的销量。欧盟不会对这些汽车征收任何关税。“You can’t even imagine how fast they are going to grow when they are producing in Hungary and Turkey,” said Felipe Munoz, global automotive analyst at JATO.“当他们在匈牙利和土耳其生产汽车后,你甚至无法想象他们的增长速度有多快,”JATO全球汽车分析师费利佩·穆尼奥斯表示。Fabrizio Trentino was among the customers checking out BYD cars at Mr. Gabrieli’s showroom recently. Mr. Trentino was applying for a Rome taxi license and looking for a vehicle. He was intrigued by a BYD electric car on display.法布里齐奥·特伦蒂诺是最近在加布里埃利的展厅里看了比亚迪汽车的顾客之一。他当时正在申请罗马出租车牌照,并物色一辆车。他对一辆比亚迪电动汽车很感兴趣。“It looks good,” he said, adding that he thought the car would save him money in the long run because electric vehicles don’t need oil changes and electricity usually costs less than gasoline.“看起来不错,”他说,他认为从长远来看,这辆车会为他省钱,因为电动汽车不需要换油,而且电力通常比汽油便宜。But later Mr. Trentino said by email that the upfront cost of the electric vehicle was too much for him.但特伦蒂诺后来在电子邮件中说,电动汽车的前期成本对他来说太高了。“I’ll probably get a BYD as the next one, when I’ll be richer and they will be hopefully cheaper,” he said.他说:“下次我可能会买一辆比亚迪,到时候我更有钱了,希望价格也会更便宜。”Jack Ewing撰写关于汽车产业的报道,重点关注电动车领域。翻译:晋其角点击查看本文英文版。