大眾汽車是如何迷失方向的？
How Volkswagen Lost Its Way
譯文簡介
歐洲最大的經濟體陷入困境，而大眾汽車正處于這場危機的核心。這家德國汽車制造商因管理不善、來自中國的競爭以及電動車的崛起而面臨生存挑戰(zhàn)。12月，德國各地約6.6萬名工人首次發(fā)起臨時罷工。隨著宣布裁員和計劃關閉工廠，大眾汽車面臨扭轉局面的壓力。
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大眾汽車是如何迷失方向的？
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Europe’s largest economy is in trouble and Volkswagen is at the heart of the crisis.
The German carmaker is facing existential challenges due to mismanagement, competition from China and the rise of electric vehicles.
In December, about 66,000 workers across Germany abandoned their posts in the first wave of temporary walkouts. With announced job cuts and planned factory closures on the way, the pressure is on for Volkswagen to turn things around.
歐洲最大的經濟體陷入困境，而大眾汽車正處于這場危機的核心。
這家德國汽車制造商因管理不善、來自中國的競爭以及電動車的崛起而面臨生存挑戰(zhàn)。
12月，德國各地約6.6萬名工人首次發(fā)起臨時罷工。隨著宣布裁員和計劃關閉工廠，大眾汽車面臨扭轉局面的壓力。
原創(chuàng)翻譯：龍騰網(wǎng) http://top-shui.cn 轉載請注明出處
All car manufacturers went wrong when they sudenly started to think that cars are throw away items. They are appliances for most people. Replaced only when nedded.
當他們突然開始認為汽車是一次性物品時，所有汽車制造商都錯了。對大多數(shù)人來說，汽車是家用電器，只有在需要時才會更換。
Selling everyday car at luxury price. It’s suppose to be a car for the common men. They have Audi and Porsche but yet they still selling GOLF R at Porsche pricing. Their downfall isn’t EV adoption its their market segmentation.
以奢侈品的價格出售日常用車，而它本應是普通人的車。他們擁有奧迪和保時捷，卻仍然以保時捷的價格出售高爾夫R。他們的衰落不是因為電動車的普及，而是因為市場定位錯誤。
As a VW owner and previous fan, they also don’t listen to their customers, they don’t respect their customers. They alienate their customers. Along with that I find the newest generation design very un-VW, as if someone took a great design and just melted it. I was previously a massive fan of their design language, stylish, subtle, and somehow just German. No longer sadly. Also, we don’t want black gloss plastic, gloss black keys, touch controls for basic functions. I’m looking at a new vehicle but looking at the previous gen (referring to Tiguan)
作為大眾車主和前粉絲，他們也不聽客戶的意見，不尊重客戶，他們疏遠了客戶。此外，我覺得最新一代的設計非常不“大眾”，就像有人拿了一個偉大的設計然后把它融化了。我以前非常喜歡他們的設計語言，時尚、微妙，而且非常德國，可惜現(xiàn)在不再是這樣了。而且，我們不想要高光黑色塑料、高光黑色鑰匙和觸摸控制的基本功能。我正在看新車，但更傾向于上一代（指的是途觀）。
They really asked for this. The diesel scandal, far to high prices and arrogance in Wolfsburg have damaged the company’s reputation.
他們真是自找的。柴油門丑聞、過高的價格以及沃爾夫斯堡的傲慢已經損害了公司的聲譽。
Blaming it all on EVs transition is BS
It has been a while since german made a decent car for a decent price. Most of german cars are overpriced over complicated and use a lot of cheap parts the quality is also questionable
把所有責任都推到電動車轉型上是胡說八道。
德國已經很久沒有以合理的價格制造出像樣的車了，大多數(shù)德國車都定價過高、過于復雜，并且使用了許多廉價零件，質量也值得懷疑。
Volkswagen is probably the prime example of the current manufacturing trends - build more exclusive, more engineered, higher quality products... that are pointlessly expensive. It seems that in Europe nobody even tries to make things to be cheap and affordable.
The most shocking part of Chinese EVs is not that they had tariffs, but that they even upmark the prices in Europe, because the market is so overpriced. For peace of mind, I recommend not searching the EV prices within China itself.
大眾可能是當前制造趨勢的典型代表——制造更獨家、更工程化、更高質量的產品……但這些產品卻毫無意義地昂貴。似乎在歐洲，沒有人試圖讓東西變得便宜和實惠。
中國電動車最令人震驚的部分不是它們有關稅，而是它們甚至在歐洲加價，因為市場定價過高。為了安心，我建議不要搜索中國國內的電動車價格。
Too many brands competing, better options with their “l(fā)esser” brands (Skoda for example), interest rates shooting up, cost of living crisis, high wages, poor EV models, dieselgate…..the list goes on.
因為太多品牌相互競爭，他們的“低端”品牌（比如斯柯達）有更好的選擇，利率飆升，生活成本危機，高工資，糟糕的電動車模型，柴油門……問題不勝枚舉。
I owned an Audi A4, massive problems with once it hit 75000 km’s. Talking to other VW branded cars they have the same problem. They make unreliable cars and that burns them having customers buy another one.
我曾擁有一輛奧迪A4，一旦行駛到7.5萬公里就出現(xiàn)了大量問題。與其他大眾品牌的車主交談后，發(fā)現(xiàn)他們也有同樣的問題。他們制造不可靠的汽車，這讓客戶不會再購買第二輛。
When 2014 VW Golf build quality is much better than 2024 Golf, you know that something has gone wrong. Consumers can’t be fooled with shiny plastics. We want quality for the € we pay, if not we will buy something else. Now they have to deal with the consequences of corporate greed and dependence on ruSSian cheap energy.
當2014年大眾高爾夫的制造質量比2024年的高爾夫好得多時，你就知道出了問題。消費者不會被閃亮的塑料所愚弄。我們?yōu)橹Ц兜臍W元要求質量，否則我們會買其他東西?，F(xiàn)在他們必須面對企業(yè)貪婪和依賴俄羅斯廉價能源的后果。
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The biggest issue isn’t even the price, quality has gone downhill so so much. For example, cheap interiors, and even cheaper mechanicals (plastic oil pans), excessive use of plastics in the engine bay, and more.
Japanese cars have also started cutting costs on interiors, but not as bad as Volkswagen yet. They also haven’t cut costs in the mechanicals in a way that affects durability.
最大的問題甚至不是價格，而是質量已經大幅下降。例如，廉價的內飾，甚至更廉價的機械部件（塑料油底殼），發(fā)動機艙內過度使用塑料等等。
日本車也開始在內飾上削減成本，但還沒有像大眾那樣糟糕。他們也沒有以影響耐久性的方式削減機械部件的成本。
That's what asking for a high price, because 2 decades ago you used to make reliable cars, gets you. Then they thought they had any chance to compete in an electric market in China with said prices. This was all obvious and e.g. Toyota knows it.
這就是因為20年前你制造了可靠的車，現(xiàn)在卻要求高價的結果。然后他們認為自己有機會以這樣的價格在中國電動車市場競爭。這一切都是顯而易見的，比如豐田就知道這一點。
VW: Arrogance led to corruption in Dieselgate, and heel-dragging in EV development. The era of cheap Russian gas is over and all the structural and self-caused calamities have stacked on top of each other. I could imagine further nationalisation to keep it going, or marque fire sales. That would only delay the inevitable. They look mortally wounded.
大眾：傲慢導致了柴油門丑聞中的腐敗并在電動車開發(fā)中拖拖拉拉。廉價俄羅斯天然氣的時代已經結束，所有結構性和自我造成的災難疊加在了一起。我可以想象進一步的國有化以維持運營，或者品牌甩賣，但這只會推遲不可避免的結果。他們看起來已經奄奄一息了。
I come from a family of VW drivers. We've had half a dozen Golfs in the family. My favourite car I've owned was my (2nd hand) Golf mk1. I'd like a modern Golf, but in my country they cost as much as a modest house. So I drive a Huyndai. It's nice - it has real buttons.
我來自一個大眾車主的家庭，我們家有過六輛高爾夫，我最喜歡的車是我擁有的（二手）第一代高爾夫。我想要一輛現(xiàn)代的高爾夫，但在我的國家，它們的價格相當于一套普通的房子。所以我開了一輛現(xiàn)代，它很好——它有真正的按鈕。
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VW was arrogant theor executives and leadership arrogant, cheated their diesel emissions to gain its dominance. They ignored the writing on the wall with regards to EVs and made them premium SUVs with less-expensive base options coming 3 years after lsunch. .
Look at VWs focus on its 15 year lineup diesel or EV - they have trapped themselves in an SUV malaise
大眾的高管和領導層傲慢，通過作弊柴油排放來獲得主導地位。他們忽視了電動車的發(fā)展趨勢并將其打造成高端SUV，而更便宜的基礎選項在發(fā)布三年后才推出。
看看大眾對其15年柴油或電動車陣容的關注——他們把自己困在了SUV的困境中。
I’m not economists, I like golf, so I went to a VW dealership last year in Riverside California, the dealership experience was really bad and the manager was all money business. On top of that, the interface of those new Golf is hard to use and those touch buttons are nightmare, I don’t get it why VW doesn’t focus on it’s design and quality,
我不是經濟學家，我喜歡高爾夫，所以去年我去了加利福尼亞河濱市的一家大眾經銷商，在經銷商那里的體驗非常糟糕，經理只關心錢。除此之外，那些新高爾夫的界面很難使用，觸摸按鈕簡直是噩夢，我不明白為什么大眾不專注于設計和質量。
If their response to dieselgate would have been to roll out hybrids and EVs, rather than insulting our intelligence with a useless software upxe, they would be in a far better place today.
如果他們對柴油門的回應是推出混合動力車和電動車，而不是用無用的軟件更新侮辱我們的智商，他們今天的處境會好得多。
I used to have a Jetta, but it became too expensive to service and maintain since most garages and auto shops in my area didn’t service VWs due to the high cost of parts and particular requirements. I switched to a Toyota, and the savings have been huge—there are way more places to get service, and even oil changes are cheaper. That’s one of the reasons VW has been struggling.
我曾經有一輛捷達，但由于大多數(shù)車庫和汽車修理店不維修大眾車，因為零件成本高且要求特殊，維修和保養(yǎng)變得太貴。我換了一輛豐田，節(jié)省了很多錢——有更多的地方可以維修，甚至換機油也更便宜。這是大眾一直在掙扎的原因之一。
原創(chuàng)翻譯：龍騰網(wǎng) http://top-shui.cn 轉載請注明出處
I'll be honest Bloomberg this doc feels a little undercooked and too superficial. There was only a minor reference to the slow and unsuccessful adoption of modern R&D techniques and no mention of the energy crisis affecting the entirety of Europe's industry, and perhaps more importantly, the unbelievable cost of these new cars, which are also really hard to repair and maintain in the traditional sense for the average consumer. The workers have a right to protest when their livelihood is being put at risk by shortsighted management.
說實話，這部紀錄片感覺有點未完成且過于膚淺。只少量提到現(xiàn)代研發(fā)技術的緩慢和不成功采用，沒有提到影響整個歐洲工業(yè)的能源危機，也許更重要的是這些新車的難以置信的成本，對于普通消費者來說，傳統(tǒng)意義上的維修和保養(yǎng)也非常困難。當工人的生計因短視的管理而受到威脅時，他們有權抗議。
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I started driving VWs in 1973 and have a 2015 Sportwagen TDI and a 1992 Corrado SLC, both bought new. But I am never buying another VW because I buy them for the manual transmission and repairability. Without a manual there is no reason for me to buy a VW over a Toyota/Lexus. VW is restricting access by diagnostic tools, so I will no longer be able to fix them. It's over.
我從1973年開始開大眾車，我擁有一輛2015年的Sportwagen TDI和一輛1992年的Corrado SLC，都是購買的新車。但我再也不會買大眾車了，因為我買它們是為了手動變速箱和可維修性。如果沒有手動變速箱，我沒有理由選擇大眾而不是豐田/雷克薩斯。大眾正在限制診斷工具的訪問，所以我將無法再修理它們。一切都結束了。
My first car is a 2006 Polo sedan when Germany brands equal to premium in China. Shockingly, I found its latest model in 2024 is almost identical to 20 years ago in the tech spec and the looking. That speaks louder than thunder. Volkswagen has got so complacent that they did nothing for 20 year in this fast changing and volatile world. I bought a Model Y instead.
我的第一輛車是2006年的Polo三廂車，當時德國品牌在中國等同于高端。令人震驚的是我發(fā)現(xiàn)2024年的最新型號在技術規(guī)格和外觀上幾乎與20年前相同，這太令人震驚了。大眾變得如此自滿，在這個快速變化和動蕩的世界中，他們20年來什么都沒做。現(xiàn)在我買了一輛Model Y。
The problem is the German mentally, you can’t do the same as you did 70 years ago and hope things will be working out the same. In today’s ecosystem with the USA and China driving innovation and praising entrepreneurial mindset and taking risk … Germany has not place if they are not willing to change their mindset
問題是德國人的心態(tài)，你不能像70年前那樣做并希望事情會一樣順利。在今天的生態(tài)系統(tǒng)中，美國和中國正在推動創(chuàng)新，贊揚創(chuàng)業(yè)精神和冒險精神……如果德國不愿意改變他們的心態(tài)，他們將沒有立足之地。
When I was growing up, German cars were THE car to have, driven by affluent, sophisticated people. They were an expensive premium product with solid German quality engineering that was the best in the world. VW Golf cars were driven mainly by women with money. They were usurped by Japanese cars which were lower in price & had improved quality. Then the EU became obsessed with the environment & electrification of vehicles. The problem is Europe & the UK are not fully prepared for it. There aren’t enough charging points. When your country is part of the EU, you lose sovereignty of your country & have to do what the EU says. Also, globalisation & advances in tech have decimated young peoples’ pay so they can’t afford an expensive car. Most young people live in cities where there are plenty of transport options & most local governments have introduced punitive parking restrictions for a cash grab in order to save the environment. The Chinese cars are cheaper to produce & sell but in undercutting competitors, they are setting the stage for a future monopoly. President Trump is doing the right thing. It’s either jobs or tariffs.
在我成長的過程中，德國車是必須擁有的車，由富裕、精致的人駕駛。它們是一種昂貴的優(yōu)質產品，具有世界一流的德國質量工程。大眾高爾夫主要由有錢的女性駕駛?，F(xiàn)在它們被價格更低、質量更好的日本車取代。然后歐盟開始癡迷于環(huán)境和車輛電氣化。問題是歐洲和英國并沒有完全準備好，充電樁不夠。當你的國家是歐盟的一部分時，你失去了國家的主權，必須按照歐盟的要求行事。此外，全球化和技術進步已經大幅削減了年輕人的收入，他們買不起昂貴的車。大多數(shù)年輕人生活在城市，那里有很多交通選擇，大多數(shù)地方政府為了環(huán)保而引入了懲罰性的停車限制，實際上是為了撈錢。中國車生產和銷售成本更低，但在削弱競爭對手的同時，他們正在為未來的壟斷奠定基礎。特朗普總統(tǒng)做得對，要么是工作，要么是關稅。
This happens, when you produce absolute disgraces of cars (that won't last a minute) but charge the full price - stating that you are the best. Which is by far not true. It's absurd, how many issues those plastic boxes have.
當你生產絕對丟臉的汽車（連一分鐘都撐不過）卻收取全價——聲稱自己是最好的時候，就會發(fā)生這種情況。這些塑料盒子有多少問題，真是荒謬。
To be fair, VW is very similar to Tesla in that neither company ever had the slightest interest in making a people's (i.e.: affordable) electric car. This created the opportunity for China to move in to the vaccuum and now threatens both companies.
公平地說，大眾與特斯拉非常相似，兩家公司都從未對制造平民（即可負擔的）電動車有過絲毫興趣。這讓中國填補了空白，現(xiàn)在他們威脅到了這兩家公司。
They are too expensive in Australia. VW golf life entry model is
40k.AudievenmoreridiculousQ580k. Hyundai, Kia, Mazda etc all 25%cheaper. Chinese 30%. Definitely not the peoples car here. Also EV’s don’t work for everyone’s budget and situation. Just bring back basic quality ICE cars without stopstart and intrusive tech.
它們在澳大利亞太貴了。大眾高爾夫Life入門款售價4萬澳元。奧迪更離譜，Q5售價8萬澳元?，F(xiàn)代、起亞、馬自達等便宜25%，中國車便宜30%。大眾在這里絕對不是平民車。此外，電動車并不適合每個人的預算和情況。大眾只需帶回沒有啟停和侵入式技術的具有基本質量的內燃機車即可。
VW group recently paid shareholders 4.5 billion Euros, letting the greedy rich get even richer. If these companies were run correctly, the management would tell the shareholders no to taking money out of the business until they can sort out it's issues.
大眾集團最近向股東支付了45億歐元，這讓貪婪的富人變得更富。如果這些公司管理得當，管理層應該告訴股東，在解決問題之前不要從公司抽走資金。
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Vw cars got incredibly expensive in the last decade or so. Even compared to other legacy automakers. They priced out their market, and now they are wondering why people dont buy their cars. Also they make the stupidest decisions, like making a cabrio-suv on a polo platform: the definition of an useless overpriced garbage instead of a sensible, reasonably priced car.
And yeah they make spar-models: those are literally worse than their base models from a couple generations back, with rock hard plastics. I guess profit was above all for the last period, and now it caught up with them.
大眾汽車在過去十年左右變得異常昂貴，甚至與其他傳統(tǒng)汽車制造商相比也是如此。他們將市場定價過高，現(xiàn)在卻在疑惑為什么人們不買他們的車。他們還做出了一些最愚蠢的決定，比如在Polo平臺上制造一款敞篷SUV：這完全是無用的、定價過高的垃圾，而不是一款合理定價的實用車型。
而且他們還推出了所謂的“簡化版”車型：這些車型實際上比幾代前的基型車還要差，使用了硬塑料。我想利潤在過去一段時間里是他們的首要目標，而現(xiàn)在他們?yōu)榇烁冻隽舜鷥r。
True about big troubles with Software. Most of Germany manufacturers still use programs and standards from late 90-th. This is real nightmare to work there.
But at a same time, we have a lot of progress and optimizations, when every block, light, multimedia in a car needs to be adopted and require dealer SW to start working. So, on modem VW you can not replace xenon light by yourself. And this significantky increases cost of maintenance
確實，軟件方面存在很大問題，大多數(shù)德國制造商仍然使用上世紀90年代末的程序和標準。在那里工作簡直是噩夢。
但與此同時，我們也有很多進展和優(yōu)化，比如車內的每個模塊、燈光、多媒體都需要適配，并且需要經銷商軟件才能啟動。因此，在現(xiàn)代大眾汽車上，你無法自己更換氙氣大燈，這大大增加了維護成本。
Drones on for nearly 10 minutes just to say its mainly not managing the switch to EV as well as others and not being able to write decent software. There ya go there's 10 minutes of your life back treat yourself to a nice cup of tea.
喋喋不休地說了將近10分鐘，結果只是說大眾在向電動汽車轉型方面不如其他公司，而且寫不出像樣的軟件。好了，現(xiàn)在你可以把這10分鐘還給自己，去喝杯好茶吧。
As a VW owner, I have to comment that their dealership network is rubbish - total garbage service. Arrogant & rude on the phone, seems that any product you want to buy is inconvenient for them to give you a price on it. Expensive services & parts, long wait times, poor customer service sees the marketshare drop when new alternatives hit the market. I have enjoyed driving my VW but am scrapping it soon to buy Chinese EV. Ridiculous pricing and too many things to regularly maintain.
作為一名大眾車主，我不得不評論說他們的經銷商網(wǎng)絡簡直糟透了——服務完全不行。電話里傲慢無禮，似乎你想買的任何產品對他們來說都不方便報價。昂貴的服務和零件，漫長的等待時間，糟糕的客戶服務使得市場份額在新替代品進入市場時下降。我很享受駕駛我的大眾，但很快就要把它報廢，去買一輛中國電動車了?；闹嚨亩▋r和太多需要定期維護的東西。
When you notice that the problem is not as bad as other brands of the group like skoda, audi or seat you can pinpoint that the problem is the missplace focus on software and absurd touch controls on the new models and no so much with the slowness on adapting to EVs or foreign competitors
當你注意到問題不像集團的其他品牌（如斯柯達、奧迪或西雅特）那么嚴重時，你可以確定問題在于對新車型軟件和荒謬的觸摸控制的錯誤關注，而不是在適應電動汽車或外國競爭對手方面的遲緩。
I knew 2 years ago when I sold my Audi for a Tesla that car market was changing fast and normal German cars that used to be sold as cakes on our roads were not sold so much any more. Germany and specialy VW and also Audi were slow to adapt. Future does not look bright with dept on the rise. Look at Nissan, they have 1 year to find an investor or be forever forgoten.
兩年前，當我賣掉我的奧迪換了一輛特斯拉時，我就知道汽車市場正在快速變化，曾經在我們道路上熱銷的普通德國車不再那么受歡迎了。德國，尤其是大眾和奧迪，適應得太慢了。隨著債務的增加，未來看起來并不光明?？纯慈债a，他們有一年的時間找到投資者，否則將被永遠遺忘。
They're abusing the appeal of the Golf in the EU. Even a second hand GTI will run you 10-15 grand, because people have the mentality of "it's a Golf so it's a guaranteed reliability and resale later" when in reality they're getting more and more issues. Leaking doors is super common.
他們在歐洲濫用高爾夫的影響力，即使是一輛二手GTI也要花費1萬到1.5萬歐元，因為人們有一種心態(tài)：“這是高爾夫，所以它一定可靠且保值”，而實際上它們的問題越來越多。車門漏水非常普遍。
I dont feel sad at all about german manufacturers. They got outplayed by not only the Chinese, but by the American and especially Japanese (which nobody seems to mention, and Toyota is the biggest car manufacturer it the whole world). People who keep an eye on german manufacturers know about all the anti-consumer and anti-competition practices german car manufacturers did behind closed doors to reduce competition over the decades and lets not forget lying and cheating on emissions testing. This downfall didnt come over night, it came over decades of bad decisions and bad practices.
我對德國制造商一點也不感到難過。他們不僅被中國人超越，還被美國人，尤其是日本人（似乎沒人提到，豐田是世界上最大的汽車制造商）超越。關注德國制造商的人都知道，幾十年來，德國汽車制造商在幕后采取了各種反消費者和反競爭的做法來減少競爭，更不用說在排放測試中撒謊和作弊了。這種衰落不是一夜之間發(fā)生的，而是幾十年來糟糕決策和不良做法的結果。
原創(chuàng)翻譯：龍騰網(wǎng) http://top-shui.cn 轉載請注明出處
Back in the 1980’s, we went through the same thing with US car brands. Same complaints: overpriced, unreliable, corporate arrogance. But the issue then is the same as VW’s issue now: labor costs too much in the country. It took decades to get costs down in the US, but never fully succeeded. That’s because low cost labor translates exactly into low paid labor. The US industry nearly died. I look for the same thing to happen in Germany.
回到1980年代，我們也經歷了與美國汽車品牌同樣的事情。同樣的抱怨：定價過高、不可靠、企業(yè)傲慢。但當時的問題與現(xiàn)在大眾的問題是一樣的：國內勞動力成本過高。美國花了幾十年時間降低成本，但從未完全成功。這是因為低成本勞動力直接意味著低工資勞動力。美國汽車工業(yè)幾乎崩潰。我預計同樣的事情會在德國發(fā)生。