丰田汽车召回 损失十亿

据估计，丰田汽车公司召回和停售汽车带来的短期影响将使之付出10亿美元左右的代价，而如果这家世界最大的汽车生产商不迅速采取措施控制其后续影响，那么从长远来看，这个目前为止完美无缺的品牌所承受的损失将远不止这个数字。
The immediate impact of Toyota Motor Corp.'s recalls and sales stoppages is estimated to cost the company around $1 billion, but the longer-term damage to the auto maker's hitherto impeccable brand is set to be much larger unless the world's biggest car maker acts swiftly to contain the fallout.
　　
分析人士认为，为挽救品牌损失，丰田可能需要花钱用于广告、销售激励，以及可能有的法务开销。
Analysts say damage to Toyota's brand could require the company to spend on advertising, sales incentives and possible legal bills.
　　
丰田在周一打破接近一个星期的沉默，开始公开讨论客户对于其车辆突然加速问题的担忧。它在美国主要市场的报纸上打出广告解释情况，其美国销售部门负责人兰茨也开始接受一系列电视采访。在日本，该公司拟于周二就召回问题举行首次新闻发布会。
Toyota began Monday to publicly discuss consumer concerns over sudden acceleration of its vehicles, following nearly a week of silence. It took out newspaper ads explaining the situation in major U.S. markets, and the head of its U.S. sales arm, Jim Lentz, began a round of television interviews. In Japan, the company is slated to hold its first press conference on the recall on Tuesday.
　　
品牌管理专家、伟达公关驻东京董事总经理吉川祥一说，几乎每一家公司都会遇到召回问题，就看你事后采取什么措施；如果迟迟不解决，公司品牌价值就朝着一个方面稳步行进：下降。
'Almost every company has to deal with a recall, the issue is what you do after,' said Shoichi Yoshikawa, a branding expert and managing director at public relations agency Hill & Knowlton Inc. in Tokyo. 'By putting off the issue, the company's brand value steadily goes one way: down.'
　　
加州圣巴巴拉跟踪汽车残余价值与品牌价值的公司Automotive Lease Guide相信，如果丰田不迅速解决问题，在没有进一步召回的情况下，它在人们心目中的质量分数可能下降20%，从而导致其汽车残值下降4%。如果租赁后返还的汽车价格下跌，丰田可能需要计提更多拨备。残值下降还会减少消费者在以旧换新或转售二手车时获得的价格。
Automotive Lease Guide, a Santa Barbara, California-based company tracking the residual value of cars and brand values, believes Toyota's perceived quality score could fall 20%, leading to a 4% drop in the residual value of its cars, if it doesn't resolve the situation quickly and without further recalls. Toyota may have to put aside more reserves if the value of autos coming off leases declines. A fall in residual value also decreases the amount of money consumers get at trade-in or when they try to resell a used car.
　　
据吉川介绍，品牌价值的下降是综合销售减少和股价下跌等因素而得出的。
A drop in brand value, according to Mr. Yoshikawa, is determined through a combination of factors including sales declines and stock price falls.
　　
丰田尚未披露北美产销停顿、欧洲和中国连带召回带来的影响，但自1月21日因突然加速问题发出第二个召回令以来，其市值已经下跌18%，跌去2.55万亿日圆（合282亿美元）。
While Toyota hasn't disclosed the impact from the production and sales halt, along with related recalls in Europe and China, the company's market value has dropped 18%, or 2.55 trillion yen, ($28.2 billion) since it issued a second recall for the sudden acceleration problems on Jan. 21.
　　
德意志银行驻东京汽车分析师桑格表示，丰田北美制造产能已有约60%停产，而停售八个型号的汽车可能会使该公司每周失去最多18,600辆的销量。
Kurt Sanger, car analyst at Deutsche Bank in Tokyo, says Toyota has halted production on about 60% of its North American manufacturing capacity and the sales stoppage of eight models could cost the company up to 18,600 units of sales per week.
　　
桑格说：我们认为这是一个1000亿日圆（合11亿美元）的问题。
'We think it's a 100 billion yen [$1.1 billion] problem,' said Mr. Sanger.