豐田一腳“踏”空損失十億
據(jù)估計，豐田汽車公司召回和停售汽車帶來的短期影響將使之付出10億美元左右的代價，而如果這家世界最大的汽車生產(chǎn)商不迅速采取措施控制其后續(xù)影響，那么從長遠(yuǎn)來看，這個目前為止完美無缺的品牌所承受的損失將遠(yuǎn)不止這個數(shù)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.
分析人士認(rèn)為，為挽救品牌損失，豐田可能需要花錢用于廣告、銷售激勵，以及可能有的法務(wù)開銷。
Analysts say damage to Toyota's brand could require the company to spend on advertising, sales incentives and possible legal bills.
豐田在周一打破接近一個星期的沉默，開始公開討論客戶對于其車輛突然加速問題的擔(dān)憂。它在美國主要市場的報紙上打出廣告解釋情況，其美國銷售部門負(fù)責(zé)人蘭茨也開始接受一系列電視采訪。在日本，該公司擬于周二就召回問題舉行首次新聞發(fā)布會。
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.
品牌管理專家、偉達(dá)公關(guān)駐東京董事總經(jīng)理吉川祥一說，幾乎每一家公司都會遇到召回問題，就看你事后采取什么措施；如果遲遲不解決，公司品牌價值就朝著一個方面穩(wěn)步行進(jìn)：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.'
加州圣巴巴拉跟蹤汽車殘余價值與品牌價值的公司Automotive Lease Guide相信，如果豐田不迅速解決問題，在沒有進(jìn)一步召回的情況下，它在人們心目中的質(zhì)量分?jǐn)?shù)可能下降20%，從而導(dǎo)致其汽車殘值下降4%。如果租賃后返還的汽車價格下跌，豐田可能需要計提更多撥備。殘值下降還會減少消費者在以舊換新或轉(zhuǎn)售二手車時獲得的價格。
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.
據(jù)吉川介紹，品牌價值的下降是綜合銷售減少和股價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.
豐田尚未披露北美產(chǎn)銷停頓、歐洲和中國連帶召回帶來的影響，但自1月21日因突然加速問題發(fā)出第二個召回令以來，其市值已經(jīng)下跌18%，跌去2.55萬億日圓（合282億美元）。
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.
德意志銀行駐東京汽車分析師桑格表示，豐田北美制造產(chǎn)能已有約60%停產(chǎn)，而停售八個型號的汽車可能會使該公司每周失去最多18,600輛的銷量。
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.
桑格說：我們認(rèn)為這是一個1000億日圓（合11億美元）的問題。
'We think it's a 100 billion yen [$1.1 billion] problem,' said Mr. Sanger.
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