日系车在华销售前景有所改善

Japanese auto makers said prospects in China were finally improving, having unveiled measures to win back market share that fell amid tensions between Beijing and Tokyo.
日本汽车制造商说，中国市场的前景终于有所改善。这些公司纷纷公布相关措施，力图收回它们在中日关系紧张时期失去的市场份额。

But analysts said it will take more than marketing quick fixes to stem the decline in popularity of Japanese brands in the world's biggest car market, which they said predated the recent territorial dispute over islands in the East China Sea. The spat unleashed protests and prompted consumers to shun Japanese products.
但分析人士说，要想改变日系车在中国这个全球第二大汽车市场上受欢迎程度日益降低的局面，仅靠迅速实施一些补救措施是不够的。这些分析人士说，在中日间针对东中国海(East China Sea, 中国称东海)争议岛屿爆发争端前，日系车在华受欢迎程度就已经出现下降。中日领土争端不仅引发了抗议活动，还促使中国消费者抵制日本产品。

To remain leading players in a cutthroat market, Japanese auto makers and their Chinese joint-venture partners must increase the pace of new model introductions and connect better with Chinese consumers, analysts said.
Zuma Press丰田计划未来三年在中国市场推出20款新车型。图为周四，丰田在广州车展上展示“威飒”。分析人士说，要想继续在中国这个竞争激烈的市场上保持领先地位，日本汽车制造商及其中国合资伙伴必须加快推出新车的步伐，并与中国消费者保持更好的关系。

Still, in humid exhibition halls jammed with gleaming new models at the Guangzhou auto show on Thursday, there were early signs of optimism for the future of Japanese cars in China.
不过，在周四开幕的广州车展上，透过摆满新车的展厅，似乎可以看到日系车在华前景显示出初步的乐观迹象。

'The market is recovering day by day. The situation is getting better,' said Ye Lei, director of Venucia, Nissan Dongfeng's low-price brand for China. He didn't give figures.
东风日产(Nissan Dongfeng)低价品牌启辰(Venucia)的事业部部长叶磊说，市场每天都在恢复，情况正在好转。他没有透露任何数据。

Natsuno Asanuma, a spokeswoman for Honda Motor (China) Investment Co., said there had been a noticeable increase in visitors to its showrooms in China since the beginning of this month. 'But consumers are still hesitating,' she said, adding that sales had not fully rebounded to precrisis levels.
本田技研工业（中国）投资有限公司(Honda Motor (China) Investment Co.)发言人浅沼奈津乃(Natsuno Asanuma)说，从本月初以来，本田中国展厅的接待人数显著增加。但她说，消费者依然在犹豫。她还说，销量尚未恢复到危机爆发前的水平。

Honda Motor Co. and its China joint-venture partners will resume normal production in China from the beginning of next month, she said. In light of poor sales, many Japanese auto makers cut back production and dispatched idle workers for extended training.
她说，本田汽车及其中国合资伙伴将从下月初开始恢复正常的在华生产。鉴于销量低迷，许多日本汽车制造商都降低产量，并安排闲置工人接受长时间培训。

Mr. Ye said the Sino-Japanese joint venture is introducing a quality-assurance program that promises to foot the bill if a Nissan vehicle is damaged 'no matter what the situation.' Nissan Dongfeng is a joint venture of Nissan Motor Co. 7201.TO +2.87% and Dongfeng Motor Group Co.
叶磊说，东风日产将推出一项质量保证活动，承诺在任何情形下负担日产品牌汽车受损的维修费用。东风日产是日产汽车(Nissan Motor Co.)和东风汽车集团股份有限公司(Dongfeng Motor Group Co.)组建的合资企业。

Angry mobs in recent months damaged Japanese cars and attacked and beat a middle-aged man in the city of Xi'an, leaving him partially paralyzed. Those actions chilled sales of Japanese cars across China.
几个月前，一些愤怒的暴徒打砸日系汽车，并重伤西安市一名中年男子，致其身体部分瘫痪。此类行为令日系车在华销量下降。

Mr. Ye said the program was designed to allay consumers' psychological concerns. Honda has introduced a similar program.
叶磊说，质量保证活动旨在降低消费者心理上的担忧。丰田汽车也推出了类似的活动。

But such moves are unlikely to be sufficient to address a fall in the popularity of Japanese cars in China, analysts said.
但分析人士说，此类举措预计不足以解决日系车在华受欢迎程度下降的问题。

The recent political dispute between China and Japan is only an 'additional hammer that is coming down,' said Ivo Naumann, a consultant with Alix Partners.
咨询公司Alix Partners的咨询顾问诺曼(Ivo Naumann)说，中日之间近期发生的政治争端仅仅只是落下的另一把铁榔头。

Japanese brands' market share fell to around 21% last month from of over 31% in 2008, he said. He attributed the decline primarily to miscalculation of demand growth in China and to intense rivalry. 'No other country in the world has this amount of competition,' Mr. Naumann said.
诺曼说，日系车品牌占据的市场份额从2008年的逾31%下降至上个月的大约21%。他认为，造成这种现象的主要原因是日本厂商错误估计了中国市场的需求增速和竞争的激烈程度。他说，全球没有其他哪个国家的竞争像中国市场这么激烈。

Japanese auto makers have been more conservative in China than rivals such as Volkswagen AG, General Motors Co., who have developed products specifically for the Chinese market, have communicated the strength of their brands to consumers and cultivated high-quality dealer networks.
与大众汽车公司(Volkswagen AG)和通用汽车公司(General Motors Co.)等竞争对手相比，日本汽车生产商在中国的经营策略一直较为保守。大众和通用都专门为中国市场开发了产品，他们把自身品牌的优点传达给了中国消费者，并在中国培育了高质量的经销商网络。