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美国特斯拉高层的离职不会改变战略的布局
发布时间:2014-04-21

 

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在北京车展上,最受关注的将是来自美国硅谷的特斯拉汽车公司(TeslaMotors)董事长兼CEO马斯克(ElonMusk)。“马斯克的到来有望将中国市场弥漫的‘特斯拉风潮’再一次推向高点。”一位汽车行业分析师向记者透露。

在2014年第一季度,最受资本市场关注的汽车企业无疑是特斯拉,其热度已从纳斯达克蔓延至中国A股,与特斯拉相关企业备受投资者追逐。与资本市场的狂热不同,特斯拉在产品方面越来越像一个“传说”。

特斯拉中国区总经理郑顺景日前的离职使公司在华的发展前景又蒙上一层阴影虽然郑顺景和特斯拉均将这一离职解读为“个人原因”,但目前正是特斯拉在华销售大幕拉开的节点时期,郑顺景离职引来了外界一些猜测。据了解,特斯拉全球副总裁吴碧瑄将2014年定义为特斯拉在中国市场的“创业元年”。由此来看,无论从管理层更迭还是企业发展,特斯拉在中国市场都已经进入新阶段。与品牌概念的导入阶段相比,特斯拉今后的挑战无疑更为艰巨。

高层离职不改变战略布局

据记者了解,特斯拉在北京车展前近一个月所忙碌的中心便是马斯克来华。据悉,他将亮相北京车展,并出席首批车交车仪式,以及一系列的品牌活动。“马斯克的到来,将会转移舆论此前对特斯拉在华高管变动的关注。”汽车分析师告诉记者,作为一家运营成熟的企业,郑顺景的离职并不会对特斯拉造成重大影响。

“从特斯拉的角度来看,郑顺景的离职并没有外界所想的那么悲观,可以看做一个新阶段的开始。”特斯拉中国的内部人士向记者表示。这是一件个体事件,与特斯拉在中国市场的布局并不相关,公司向中国市场倾斜的战略布局也不会改变

“特斯拉在中国的发展路径是由总部掌控的,中国区的话语权和空间都不大。”接近特斯拉的相关人士向记者表示,从事“汽车销售”出身的郑顺景,显然嗅到了风险的味道。但田永秋认为,“无论是特斯拉全球总部,还是郑顺景团队,对于挑战的预判都不足。”

销售将更“接地气”

今年初以来,特斯拉成为资本市场关注的重点对象,利好消息不断,公司股价一路上涨。其中一个利好消息是,今年底,特斯拉大力宣传的ModelX有望上市,该车型作为一款纯电动SUV,或将吸引更多消费者关注。如果ModelS和ModelX获得市场认可,接下来,特斯拉低价电动车的规划将为其带来更多消费人群。

据分析认为,在中国市场,第一批特斯拉消费者购车之后,特斯拉的销售瓶颈或将会显现,这是其产品特性所决定,因为在中国市场推行的电动车不太可能走没有政府补贴的“奢侈品模式”。“从美国市场的新能源汽车发展来看,企业都将遵循一定市场规律,”特斯拉的崛起,并没有解决矛盾,而是回避了一部分矛盾。从其急于维持盈利的表现来看,风险同样在积聚。

在中国市场,特斯拉面临与其在美国市场所不同的挑战,最直接的是与我国地方政府沟通的配套设施布局与优惠政策引入。据了解,强化品牌形象,完成从品牌到市场的对接,或已成为负责中国业务的特斯拉全球副总裁吴碧瑄,以及郑顺景继任者的考核工作。

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