大众丰田曾握八成中国市场，如今靠质量在电动车赛道夺回买家｜附
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | Welcome to today's Deep Dive. | 欢迎来到今天的深潜 |
| 0:01 | We are so glad you're joining us. | 我们很高兴你加入我们。 |
| 0:03 | Yeah, thanks for having me. | 是的 谢谢你邀请我 |
| 0:05 | So today we have a really interesting mission. | 所以今天我们的任务非常有趣。 |
| 0:07 | We are looking at a recent article from the South China Morning Post. | 我们看的是"南华早报"最近一篇文章. |
| 0:11 | Right. | 对 |
| 0:11 | It is a great article. | 这是一个伟大的文章。 |
| 0:12 | It is. | 没错 |
| 0:13 | We want to find out how foreign car companies are trying to win back buyers. | 我们想知道 外国汽车公司是如何试图赢回买家的 |
| 0:17 | You know, in China's huge electric vehicle market. | 你知道,在中国巨大的电动车辆市场。 |
展开字幕全文（207 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | Welcome to today's Deep Dive. | 欢迎来到今天的深潜 |
| 2 | We are so glad you're joining us. | 我们很高兴你加入我们。 |
| 3 | Yeah, thanks for having me. | 是的 谢谢你邀请我 |
| 4 | So today we have a really interesting mission. | 所以今天我们的任务非常有趣。 |
| 5 | We are looking at a recent article from the South China Morning Post. | 我们看的是"南华早报"最近一篇文章. |
| 6 | Right. | 对 |
| 7 | It is a great article. | 这是一个伟大的文章。 |
| 8 | It is. | 没错 |
| 9 | We want to find out how foreign car companies are trying to win back buyers. | 我们想知道 外国汽车公司是如何试图赢回买家的 |
| 10 | You know, in China's huge electric vehicle market. | 你知道,在中国巨大的电动车辆市场。 |
| 11 | It is a massive market. | 这是一个巨大的市场。 |
| 12 | Oh, absolutely huge. | 哦,绝对是巨大的。 |
| 13 | But to understand this, I want to start with a big surprise. | 但为了理解这一点,我想从一个大惊喜开始. |
| 14 | Think about 20 years ago. | 考虑20年前的事吧 |
| 15 | Okay. | 摆 |
| 16 | Famous foreign car brands like Volkswagen and Toyota, they basically owned the roads in China. | 大众汽车,丰田汽车等著名外国汽车品牌,基本拥有中国的道路. |
| 17 | Right. | 对 |
| 18 | They were everywhere. | 到处都是 |
| 19 | Yeah. | 对 |
| 20 | They controlled over 80% of the car market. | 他们控制了80%以上的汽车市场. |
| 21 | That is a massive number. | 这是一个巨大的数字。 |
| 22 | It really is. | 没错 |
| 23 | And they built these cars in what we call joint ventures. | 他们建造这些汽车 我们称之为合资企业。 |
| 24 | Right. | 对 |
| 25 | A joint venture. | 合营企业. |
| 26 | Just to explain that quickly, it means a foreign company and a local Chinese company working together. | 简单解释一下,意思是一家外国公司和当地的中国公司合作. |
| 27 | They build a business together. | 他们一起建生意 |
| 28 | Exactly. | 没错 |
| 29 | And at the time, Chinese buyers thought these foreign cars were just the best. | 而当时,中国买家认为这些外国汽车只是最好的. |
| 30 | They loved them. | 他们爱他们。 |
| 31 | Oh, yeah. | 对 |
| 32 | But today, well, the story is very different. | 但今天,故事却大不相同。 |
| 33 | I mean, how different? | 我的意思是,有什么不同吗? |
| 34 | Well, if we look at the third quarter of 2026, foreign brands sold less than 30% of the cars in China. | 如果我们看看2026年第三季度,外国品牌在中国的汽车销量不到30%. |
| 35 | Wait, less than 30%. | 等等,还不到30% |
| 36 | Yeah. | 对 |
| 37 | Down from 80%. | 从八成下. |
| 38 | Yeah. | 对 |
| 39 | And it's a huge drop. | 则大降. |
| 40 | They only sold about 1.38 million cars. | 他们只售出了约138万辆汽车. |
| 41 | Wow. | 珃 |
| 42 | So why did they lose so much of the market? | 为什么他们失去这么多市场? |
| 43 | Well, they moved too slowly, especially when it comes to making electric vehicles. | 他们动作太慢了 特别是制造电动车辆的时候 |
| 44 | Right. | 对 |
| 45 | They were too slow. | 他们太慢了。 |
| 46 | Exactly. | 没错 |
| 47 | While the foreign brands were moving slowly, local Chinese companies moved really fast. | 在外国品牌发展缓慢的同时,当地中国公司也非常快速的走动. |
| 48 | BYD和Leap Motor等公司. | |
| 49 | Oh, I have heard of them. | 哦,我听说过他们。 |
| 50 | Yeah. | 对 |
| 51 | They moved incredibly fast. | 他们移动的非常快。 |
| 52 | And they basically took over the market starting in 2023. | 而他们基本上从2023年开始接管市场. |
| 53 | Okay, let's unpack this. | 好吧,让我们打开这个。 |
| 54 | Because now the foreign brands are trying to fight back. | 因为现在外国品牌正试图反击. |
| 55 | Right. | 对 |
| 56 | They are not giving up. | 他们不会放弃的 |
| 57 | But, I mean, how can foreign brands possibly come back? | 但是,我的意思是, 如何外国品牌可能回来? |
| 58 | They are already so far behind the local companies. | 他们已经远远落后于当地公司。 |
| 59 | Well, a golden opportunity just appeared for them. | 嗯,一个黄金的机会 刚刚出现给他们。 |
| 60 | Really? | 真的吗? |
| 61 | Like what? | 比如说? |
| 62 | It actually comes from the Chinese government. | 实际上它来自中国政府. |
| 63 | In August, a government official named Xin Guobin made a big announcement. | 8月,一位名叫辛国斌的政府官员做了一个大公告. |
| 64 | Okay. | 摆 |
| 65 | What did he say? | 他说什么? |
| 66 | He said the government is stopping new cars from entering the market. | 他说政府阻止新车进入市场. |
| 67 | Wait, stopping them completely? | 等等,彻底阻止他们? |
| 68 | Well, stopping them if they do not pass strict tests. | 好吧,阻止他们 如果他们不通过严格的测试。 |
| 69 | Interesting. | 有意思,这很有趣 |
| 70 | Why are they doing that now? | 他们为什么现在这样做? |
| 71 | Because the government found way too many rapidly developed vehicles. | 因为政府发现有太多快速开发的车辆. |
| 72 | Rapidly developed vehicles. | 快速发展车辆. |
| 73 | So cars built too fast. | 所以车造得太快了 |
| 74 | Yeah, exactly. | 没错 |
| 75 | It means smart electric cars that companies built very quickly. | 这意味着公司快速制造的智能电动汽车. |
| 76 | But they did not get enough testing for safety. | 但他们没有得到足够的安全测试。 |
| 77 | Oh, I see. | 原来如此 |
| 78 | So there's a new draft rule now. | 所以现在有了新的规则草案. |
| 79 | It says any new car model must be driven on the road for 30,000 kilometers to test it. | 上面说,任何新车型都必须在路上行驶3万公里进行测试. |
| 80 | Wait, 30,000 kilometers. | 等待,3万公里。 |
| 81 | Yeah, that is about 18,600 miles. | 是的,大约18600英里。 |
| 82 | Wow, that is a lot of driving. | 哇,这是很多的驱动。 |
| 83 | It is. | 没错 |
| 84 | They have to do all this real-world testing before they can be sold to buyers. | 他们必须做这些真实世界的测试 才能卖给买家 |
| 85 | You know, it is like a baker taking a cake out of the oven before it is fully baked just to sell it faster. | 你知道,这就像一个面包师 从烤箱里取出一个蛋糕 之前,它完全烘焙 只是卖得更快。 |
| 86 | Now the government is saying the cake must be fully cooked. | 现在政府说蛋糕必须全熟 |
| 87 | Right. | 对 |
| 88 | That's a great way to put it. | 说此妙法. |
| 89 | Okay, so how are the foreign brands using this new rule to their advantage? | 外国品牌如何利用这个新规则来谋取利益? |
| 90 | Well, right now there is a big event in Shanghai. | 现在上海有个大事 |
| 91 | It is called the China International Import Expo or the CIIE. | 它被称为中国国际进口博览会或CIIE. |
| 92 | Okay, the big trade show. | 好吧,大交易节目。 |
| 93 | Yeah. | 对 |
| 94 | About 10 foreign car makers are there right now. | 大约10个外国汽车制造商现在在那里。 |
| 95 | Companies like Tesla and General Motors. | 特斯拉和通用汽车公司等公司. |
| 96 | So what are they telling the buyers there? | 他们怎么跟买家说? |
| 97 | Because Chinese buyers now see foreign brands as followers, right? | 因为中国买家现在视外国品牌为追随者,对吧? |
| 98 | Yeah, they see them as followers in electric technology. | 是的,他们视他们为电力技术的追随者。 |
| 99 | Right. | 对 |
| 100 | So these foreign brands are pushing a totally different message now. | 所以这些外国品牌 正在推动一个完全不同的信息。 |
| 101 | They're pushing safety and quality. | 他们正在推动安全和质量。 |
| 102 | Ah, safety first. | 啊,安全第一。 (笑声) (掌声) |
| 103 | Exactly. | 没错 |
| 104 | They want the middle-class buyers to know their cars will not break down. | 他们希望中产阶级买家知道他们的车不会崩溃. |
| 105 | They are reliable. | 它们是可靠的。 |
| 106 | That makes sense. | 这有道理。 |
| 107 | Yeah. | 对 |
| 108 | Do we have any real examples of this? | 我们是否有这方面的真正例子? |
| 109 | We do. | 没错 |
| 110 | The article gives some great facts. | 文章给出了一些大事实. |
| 111 | Let's look at General Motors or GM. | 让我们看看通用汽车或GM。 |
| 112 | Okay. | 摆 |
| 113 | GM has a luxury brand called Cadillac and Cadillac has a new car called the XT5. | GM有一个奢侈品牌叫凯迪拉克,凯迪拉克有一辆新车叫XT5. |
| 114 | Is the XT5 fully electric? | XT5是全电吗? |
| 115 | No, it is a plug-in hybrid. | 不,这是一个插头混合体。 |
| 116 | Okay, plug-in hybrid. | 好吧,插头混合。 |
| 117 | So that means it is a car that uses a battery. | 这就是说它是一辆使用电池的汽车。 |
| 118 | You can charge with a plug, but it also uses normal gas. | 你可以用插头充电,但它也使用正常气体. |
| 119 | Exactly. | 没错 |
| 120 | You get the best of both worlds. | 你得到了两个世界中最好的。 |
| 121 | It costs about $42,000. | 费用约为42,000美元。 |
| 122 | And the amazing thing is it is their best-selling car in China since September. | 令人惊奇的是,这是他们自9月以来在中国最畅销的汽车。 |
| 123 | Wow, so people are really buying it. | 哇,所以人们真的买它。 |
| 124 | Yeah, they are. | 是的,他们是。 |
| 125 | And Nissan is doing something similar. | 尼桑也在做类似的事情 |
| 126 | Nissan is starting to sell its new NX-7 car next week. | 尼桑下周开始出售新款NX-7车. |
| 127 | Okay, so another foreign brand. | 好吧,所以另一个外国品牌。 |
| 128 | Right. | 对 |
| 129 | And Nissan is promising very strict global safety standards. | 尼桑有很严格的全球安全标准 |
| 130 | That is interesting. | 这很有趣。 |
| 131 | Yeah. | 对 |
| 132 | What's fascinating here is that these old famous brands are now the ones having to prove themselves to the local buyers. | 这里最令人着迷的是,这些老牌的名牌品牌现在要向当地买家证明自己. |
| 133 | It is a total flip. | 这是一个完全翻转。 |
| 134 | But, I mean, I have to ask a question here. | 但是,我的意思是,我必须在这里问一个问题。 |
| 135 | Sure. | 当然 |
| 136 | If Chinese buyers are used to super smart, fast electric cars with cool designs, | 如果中国买家习惯了超级智能,快速的电动车 具有酷酷的设计, |
| 137 | is a boring message about safety really going to make them buy a foreign car? | 一个无聊的信息 关于安全 真的会让他们购买外国汽车? |
| 138 | Yeah, that is a huge problem. | 是啊,这是一个巨大的问题。 |
| 139 | You're totally right to ask that. | 你问的完全正确。 |
| 140 | I mean, safety is nice, but is it enough? | 我的意思是,安全是不错的,但它够了吗? |
| 141 | 那篇文章提到一个叫Carlo Diego de Andrea的人 | |
| 142 | He works for the European Union Chamber of Commerce in China. | 他在中国的欧盟商会工作. |
| 143 | Okay, so he knows this market well. | 好吧,所以他很熟悉这个市场。 |
| 144 | He does. | 他这样做。 |
| 145 | And he shared a very harsh truth. | 他有一个非常严酷的真理。 |
| 146 | Oh, what did he say? | 他说什么? |
| 147 | He says that when foreign companies ask Chinese buyers to buy their cars, the buyers listen. | 他说,当外国公司要求中国买家购买他们的汽车时,买家会听. |
| 148 | But then the buyers say, yes, but you are not selling us the products that we want. | 但买家说,是的, 但你不是卖我们想要的产品。 |
| 149 | Ouch. | 哎哟 |
| 150 | You are not selling us the products that we want. | 你不能卖我们想要的产品 |
| 151 | That is rough. | 这是粗糙的。 |
| 152 | It is very harsh because, you know, safety is good. | 它非常严酷,因为,你知道,安全是好的。 |
| 153 | Everyone wants a safe car. | 每个人都想要一辆安全的车。 |
| 154 | Right. | 对 |
| 155 | But it is not enough anymore. | 但这已经不够了。 |
| 156 | Foreign car makers still need better smart technology, | 外国汽车制造商仍需要更好的智能技术 |
| 157 | and they need better designs to keep up with what Chinese buyers actually want today. | 他们需要更好的设计来跟上中国买家今天的实际需求。 |
| 158 | So if they don't have exactly what the buyers want yet, | 所以如果他们还没有买家想要的东西 |
| 159 | why spend all this time and money at the big Shanghai Expo? | 为何要花这么多时间和钱去大上海世博会?. |
| 160 | Oh, well, the Expo is no longer just a place to sell things. | 博览会不再是卖东西的地方了 |
| 161 | It's not? | 是吗? |
| 162 | No, it is a place to learn. | 不,这是一个学习的地方。 |
| 163 | Oh, a place to learn. | 哦,一个学习的地方。 |
| 164 | How so? | 为什么? |
| 165 | Well, a researcher named Xiao Zhao explains this really well. | 有个叫小赵的研究员解释得非常好 |
| 166 | He said foreign companies are using the Expo to talk to their local sales partners. | 他说,外国公司正在利用博览会与当地的销售伙伴交谈. |
| 167 | Ah, the people actually selling the cars on the street. | 街上卖车的人 |
| 168 | Right. | 对 |
| 169 | They are trying to understand what the customers really need and, you know, | 他们试图理解 顾客真正需要的,你知道, |
| 170 | how to actually sell to them. | 如何真正卖给他们。 |
| 171 | So it is basically a giant research trip. | 所以基本上是一个巨大的研究之旅。 |
| 172 | Exactly. | 没错 |
| 173 | It is a massive research trip to fix their mistakes. | 这是一个大规模的研究之旅,以纠正他们的错误。 |
| 174 | That is really smart, actually. | 这真的很聪明,其实。 |
| 175 | It is. | 没错 |
| 176 | And if we connect this to the bigger picture, | 如果我们把这和大局联系起来 |
| 177 | this Expo was originally made by China to balance trade with Europe. | 这届世博会最初是由中国为了平衡与欧洲的贸易而制作的. |
| 178 | Right, to buy more foreign goods. | 买更多外国商品 |
| 179 | Yeah, but now it is a classroom for foreign brands to learn how to survive. | 是的,但现在它是一个教室 外国品牌学习如何生存。 |
| 180 | Wow, a classroom. | 哇,一个教室。 |
| 181 | It really is. | 没错 |
| 182 | That is quite a change. | 这是一个很大的改变。 |
| 183 | It really is. | 没错 |
| 184 | So let's bring this back to you, the listener. | 让我们把这个带回来给你,听者。 |
| 185 | Why does this matter to you? | 这关你什么事? |
| 186 | Yeah, it's a good question. | 是啊,这是一个很好的问题。 |
| 187 | I think it shows that no matter how big and famous a company is, | 我认为这显示,无论一个公司有多大和有名, |
| 188 | they can lose their place. | 他们可能会失去他们的位置。 |
| 189 | I mean, they can fall behind if they stop paying attention to what people want. | 我的意思是,他们可以落后 如果他们停止关注 人们想要什么。 |
| 190 | Absolutely. | 当然 |
| 191 | Even giant companies like Volkswagen and Toyota have to stay humble and learn. | 即使是大众汽车和丰田等巨型公司也要保持谦虚,学习. |
| 192 | They do. | 没错 |
| 193 | They have to adapt. | 他们必须适应。 |
| 194 | Right. | 对 |
| 195 | And I want to leave you with a final thought to think about today. | 我想留给你一个最后的想法 来思考今天。 |
| 196 | Oh, what is that? | 这是什么? |
| 197 | Well, right now, foreign car companies are spending millions to learn | 现在,外国汽车公司 正在花费数百万来学习 |
| 198 | how to build the perfect smart electric car for the very picky Chinese market. | 如何为极挑剔的中国市场打造完美的智能电动车. |
| 199 | Right, they are testing and learning. | 是的,他们正在测试和学习。 |
| 200 | So if they succeed, will those super advanced, highly tested cars | 所以如果成功,那些超高级,高测试的汽车会成功吗? |
| 201 | eventually be the same ones they start selling to you in your own country? | 最终还是他们开始在自己的国家 卖给你的一样? |
| 202 | That is a great point. | 这是一个伟大的观点。 |
| 203 | The cars might get better for everyone. | 车子可能会变得更好 |
| 204 | Exactly. | 没错 |
| 205 | It is something to think about. | 这是值得思考的。 |
| 206 | Thank you so much for joining us on this deep dive today. | 非常感谢你今天加入我们的深潜行动 |
| 207 | Keep learning and we will see you next time. | 继续学习,下次见 |
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