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沃爾沃的魔咒

沃爾沃的魔咒

Alex Taylor III 2012-05-18
20年前,沃爾沃最出名、最長壽的車型沃爾沃240停產。此后,這家公司就厄運連連。最新例證是,它剛剛聘請林書豪代言,這位華裔球星就因膝傷告別賽季。更重要的是,吉利接手沃爾沃后,也是事事不順。

????沃爾沃是否能擺脫厄運還不得而知。美國一度是沃爾沃最大的市場,不過去年沃爾沃在美國只賣出了67,240輛汽車,只有2004年的一半。今年到目前為止,沃爾沃的銷量比去年還稍稍有所不及,甚至不如三菱(Mitsubishi)這種常年落后的品牌。而寶馬的銷量則是沃爾沃的四倍。

????今年三月的日內瓦車展上,沃爾沃展示了換新東家之后的首款車型——五門掀背車V40。它也是全球首款配備了行人安全氣囊的汽車。不過掀背也好、行人氣囊也好,都不大可能會吸引美國的消費者。

????至于沃爾沃240,作為一款經典老車,它的聲譽和吸引力卻歷久彌新。可惜的是,沃爾沃已經把它的旅行車撤出了美國市場,現在只在美國銷售跨界車型了。

????譯者:樸成奎

????Whether Volvo can ever shake off its jinx is in question. In the U.S., once its biggest market, it sold just 67,240 cars last year -- half its total in 2004. So far this year, it is running slightly below that rate, leaving it behind traditional laggards like Mitsubishi. Meanwhile, BMW enjoys four times the volume.

????At the Geneva auto show in March, Volvo showed its first model designed under its new owner. Named the V40, it is a five-door hatchback with the world's first pedestrian air bag that ejects from the hood. Neither the hatchback design nor the airbag is likely to appeal to American buyers.

????As for the 240, it seems likely to only grow in reputation and appeal. Volvo has withdrawn its wagon from the U.S. market and now sells only crossovers.

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