标致雪铁龙将业务重点转向新兴市场

Peugeot-Citroen To Shift Focus To Emerging Mkts

2007年09月05日14:20

PSA标致雪铁龙集团(PSA Peugeot-Citroen SA)明显改变了发展方向，宣布将重点开发新兴市场，以增加公司的盈利能力。按汽车销量和收入计，PSA标致雪铁龙是仅次于大众汽车(Volkswagen AG)的欧洲第二大汽车制造商。

PSA Peugeot-Citroen SA, in an apparent change in direction, announced a new focus on emerging markets in a bid to increase profitability at Europe's second-largest car maker after Volkswagen AG by vehicles sold and by revenue.

首席执行长克里斯蒂安.斯特雷夫(Christian Streiff)公布了公司的中期战略，目标是在2010年前将营业毛利润率从今年上半年的2.7%提高到5.5%至6%。在2010年至2015年期间将利润率提高到6%至7%。

Chief Executive Christian Streiff unveiled a medium-term strategy that targets an operating margin of 5.5% to 6% by 2010, up from 2.7% in the first half of this year. Profitability is expected to continue improving, reaching 6% to 7% between 2010 and 2015.

斯特雷夫重申，公司削减固定成本的一个举措是冻结人员招聘，将通过提前退休等手段使劳动力成本最高的欧洲地区的员工人数减少至多8,000人。

Mr. Streiff reaffirmed that part of the company's efforts to cut fixed costs will come from a hiring freeze that should help to reduce head count in Europe, where labor costs are highest, by as much as 8,000, chiefly through early retirement.

标致雪铁龙今年宣布，计划通过提前退休和自愿离职将员工数量减少4,800人。

The company announced this year that it plans to trim head count by 4,800 through early retirement and voluntary departures.

标致雪铁龙已经连续四年出现利润率下滑的局面，主要原因在于2002年时有关汽车销量增加的预期并未实现，公司已陷入产能长期过剩的窘境。

Peugeot has suffered four years of sliding profitability, chiefly because an increase in car sales that had been expected in 2002 failed to materialize and the company found itself in a situation of chronic overcapacity.

该公司意欲摆脱这些问题，并计划通过改进车型组合，在2010年前实现年销售汽车400万辆的目标。2006年标致雪铁龙共销售汽车337万辆。

The company intends to grow out of its problems and is targeting sales of four million vehicles a year by 2010, up from 3.37 million in 2006, fueled by a major effort to rejuvenate its model lineup.

在2006年至2010年期间，该公司将在全球推出53款新车型和现有车型的改款车，并将增加有别于传统轿车风格的车型。标致雪铁龙表示，将在各个细分市场推出具有竞争优势的款式，并根据各地市场的需要生产低成本的入门级产品。

World-wide, the company will bring out 53 new models and variants of existing models between 2006 and 2010., and will beef up its catalog of models that don't fit the traditional sedan style. It says it will offer 'competitive premium' models in each market segment, and will make low-cost, entry-level products according to the needs of local markets.

标致雪铁龙过去曾多次表示，公司并不认同为新兴市场的消费者专门设计和生产低成本轿车的理念。

Peugeot-Citroen has consistently said in the past that it didn't believe in the concept of designing and producing low-cost cars specifically aimed at consumers in emerging markets.

不过，2月份上任的斯特雷夫表示，这种观念或许正在发生变化。标致雪铁龙称，2006年公司在欧洲以外市场的汽车销售量为170万辆，并计划于2010年前在此基础上每年再多销售40万辆。

However, Mr. Streiff, who took the helm at the company in February, indicated that this may be changing. Peugeot-Citroen said it intends to sell 400,000 more cars outside Europe every year by 2010, on top of the 1.7 million that it sold last year.

标致雪铁龙正在积极开发入门级车型。由于急于提高在中国、俄罗斯和南美市场上的销量，公司已为这个三个市场分别开发了三款车型。

The company is working on entry-level models that would use a common platform and have three separate versions targeted at specific markets where it is in a hurry to boost sales: China, Russia and South America.

在标致雪铁龙的主战场西欧，公司计划在2010年前将每年的销售量提高30万辆，并在此期间推出29个新车型，使推出新车型的平均间隔从2006年的四年半降至三年。

In Western Europe, where Peugeot-Citroeen sells the bulk of its cars, the company plans to sell 300,000 more cars annually by 2010, with 29 model launches planned through 2010 that are expected to reduce the average of its model range to three years, down from 4.5 years in 2006.

标致雪铁龙表示，由于大力削减成本，预计公司的利润率将会提高。公司计划将保修索赔成本减少一半，每年将采购生产率提高4%至6%，将固定成本和研发成本降低30%，物流成本降低10%，并将产能利用率提高0.2个百分点。

Peugeot-Citroen said it expects to improve its profitability, thanks to a sweeping program of cost cuts. It intends to halve the cost of guarantee claims, improve the productivity of its purchasing by 4% to 6% a year, reduce fixed costs and development costs by 30%, cut logistics costs by 10%, and improve capacity utilization by 0.2 percentage point.

斯特雷夫也越来越重视提高质量，希望标致雪铁龙能在服务质量方面跻身欧洲汽车制造商的五强行列。

Mr. Streiff is also putting more emphasis on improving quality, and wants Peugeot-Citroen to become one of the top five European auto makers in terms of quality of service.

他还制定了让标致雪铁龙成为全球领先的环保汽车厂家之一的目标，降低在欧洲销售的轿车的二氧化碳排放量。

He also has set a target of making Peugeot-Citroen the world's leading maker of environmentally friendly vehicles, by reducing the carbon-dioxide emissions of its cars sold in Europe.

为了实现这一目标，公司计划在2010年推出混合动力车型，并在所有车辆中安装Stop & Start系统，在临时停车时关闭发动机，以达到减少尾气排放和节约燃油的目的。

To achieve this, it plans to launch vehicles powered by hybrid diesel engines in 2010 and equip all of its products with Stop & Start systems that reduce emissions and fuel consumption by stopping a car's engine when it isn't moving.

David Pearson
原文链接：http://chinese.wsj.com/gb/20070905/beu142237.asp