????通用汽車（General Motors）在市場咨詢公司J.D. Power近期推出的新車質(zhì)量排行榜（J.D. Power & Associates Initial Quality Study）上力壓豐田（Toyota）、本田（Honda）和其他所有廠商，打了一個(gè)歷史性的翻身仗，這在該調(diào)查27年的歷史上尚屬首次。在通用，小事常常會(huì)變成大事，接著釀成重大問題。而這次排名，GMC位列次席，雪佛蘭（Chevrolet）排名第五，對通用來說真是難得的大好消息。在其他汽車企業(yè)那里，小事情通常都沒人在意，但這可是通用，就另當(dāng)別論了。

??? 最近我們對通用管理層拋出了一些大問題。但現(xiàn)在新的發(fā)展形勢又呈現(xiàn)出新一輪的危險(xiǎn)信號。

????General Motors (GM, Fortune 500) scored an historic coup recently when it topped Toyota, Honda, and all other automakers in the J.D. Power & Associates Initial Quality Study for the first time in the 27-year history of the survey. With GMC the second-ranked brand and Chevrolet fifth, it was a rare burst of good news for the General where little things often point to larger issues that can fester into big problems. At any other auto company, minor incidents would pass without notice, but this is GM.

????Recently we posed a few big questions for the automaker's management. But now a new wave of developments are raising another round of red flags.

1.更環(huán)保的中國

????霧霾籠罩下的石家莊宣布了一項(xiàng)計(jì)劃，今年要將新車銷量限制在10萬輛，而且只允許每戶家庭最多擁有兩輛車。2012年，通用及其合資企業(yè)在中國的銷量達(dá)到了創(chuàng)紀(jì)錄的280萬輛，比前一年增長了11.3%，并計(jì)劃到2016年前的每年都推出超過10種新車或改款車。分析師擔(dān)心，更多城市會(huì)由于日益嚴(yán)重的空氣污染而限制汽車數(shù)量的增長。

????大問題：這種現(xiàn)狀會(huì)讓通用放緩雄心勃勃的中國擴(kuò)張計(jì)劃嗎？

1. A cleaner China

????Smog-infested Shijiazhuang, China announced a plan to limit automobile sales of new vehicles to 100,000 units this year and only allow households to own at most two cars. GM and its joint ventures sold a record 2.8 million vehicles in China in 2012, up 11.3% from a year earlier, with plans to introduce more than 10 new or upgraded products each year through 2016. Analysts worry that more cities could be forced to limit the growth of automobiles due to worsening air pollution.

????The big question: Will that put a brake on your ambitious plans there?

2.中國豪車市場

????通用汽車的目標(biāo)是，不斷提高在中國豪車市場的份額，到2020年達(dá)到10%。中國豪車市場競爭激烈，奔馳汽車公司（Mercedes）剛剛宣布要花大力氣趕上目前的市場領(lǐng)導(dǎo)者奧迪公司（Audi）和寶馬公司（BMW）。奔馳全新推出的S級轎車售價(jià)將近50萬美元（沒錯(cuò)，就是這個(gè)價(jià)！），搭載了各種類似熱石按摩（hot-stone massage）這類舒適配置，就是為了吸引中國那些荷包鼓鼓的買主。

????“尋找阿爾法”（Seeking Alpha，一家財(cái)富股票網(wǎng)——譯注）引述分析師稱，要實(shí)現(xiàn)這10%的目標(biāo)，通用需要將凱迪拉克（Cadillac）目前約3萬輛的年銷量提高到近25萬輛——也就是增長八倍！而麥肯錫公司（McKinsey）剛剛發(fā)布的一項(xiàng)研究預(yù)測，到2020年前，高端車每年的銷售增長率將僅有12%。而現(xiàn)在凱迪拉克剛剛才在上海建成第一座工廠，而且正在力爭年底前把經(jīng)銷商數(shù)量從2011年年底的69家擴(kuò)大到200家。

????大問題：貴公司還有很長的路要走。為什么要為自己設(shè)定過高的目標(biāo)，讓任務(wù)更艱巨呢？

2. China luxury

????GM has set a goal of increasing its share of the China luxury automobile sales to 10% by 2020. The upscale car market in China is fiercely contested, and Mercedes has just announced a big push there to catch up with market leaders Audi and BMW. Its new S-class, which will sell for close to $500,000 (you heard right), is packed with amenities like hot-stone massage to appeal to well-heeled Chinese buyers.

????To reach 10%, according to analysts quoted by Seeking Alpha, GM will need to lift the number of Cadillacs it sells to close to 250,000 per year from a current level of around 30,000 -- an eightfold improvement! That's in the face of a McKinsey study that forecasts growth of upscale vehicles sales at just 12% a year through 2020. Cadillac is only now breaking ground on its first plant in Shanghai and is racing to boost the number of its dealers to 200 by the end of this year, from 69 at the end of 2011.

????The big question: You've got a long journey ahead. Why make it harder by setting stretch targets for yourself?