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        随便看看吧

        Hi,浩南哥。让我们一起开着“斯柯达”再闯江湖啊!

        来源:xingche2010    发布时间:2019-10-05 18:23:24



        文=陈光耀

        chenguangyao@vip.163.com

        http://blog.sina.com.cn/chenguangyao

        新浪微博:@陈光耀

        上海大众斯柯达,这是目前为止汽车行业最为奇特的一个企业。与上汽通用雪佛兰品牌相仿时间进入中国市场,然而时至今日,产品依旧是混迹在最底层的形态。

        每当在国内的马路上看到越来越多的雪佛兰汽车时,想必都会煽斯柯达的高层一个大嘴巴。是市场营销的无能,还是导入产品的鸡肋?答案显然是两者相辅相成的。

        细看近几年斯柯达的产品导入,就知道“鸡肋”这个词就是为它们而生。产品技术本不算差劲,只可惜几乎完全同质于自家兄弟。品牌力是致命伤,它们真的还远不及一些主流的自主品牌。

        两年前,我曾在“斯柯达,困兽犹斗”的文章中这样介绍过斯柯达品牌:“最初谈及斯柯达,很多在北方的朋友会略微熟悉一点,当年中国北方的出租车还是能经常见到的。只是更多人对于这个品牌还是很陌生,尤其是在日系车密度极高的华南地区,斯柯达的产品几乎难以觅得影踪。简单的说,这就是一个很‘皮实耐用’的品牌车型。但进入了中国,就需要不断的包装与美化,外加上‘生活方式营销’与‘明星代言效应’,再扯上自己的‘百年品牌历史’。力求要让消费者相信,这是一个靠谱低调的品牌”。

        两年的时间过去了,我甚至可以把自己两年前的评论重新用上一段,真是不知道是他们在原地打转,还是曾经的我写得太过于超前。

        我一直很肤浅的认为,这个品牌能生存至今只能表达为中国汽车市场太过于巨大。就像是一个大型企业可以养活几家小微企业一样,不是它们做的好,是市场太大,流下几滴水,也足够成为它们全球最佳市场了。如果你问我斯柯达比谁强?我会告诉你,好像只有自家的另外一个兄弟“西亚特”。这是大众汽车一次奇葩的举措。当然,它们已经纠正错误了,但是好像忘记了去纠正“斯柯达”。

        同样在近两年前,斯柯达高调的发布了“野帝”,这是一款你看了完全不知道消费群体定位的车型。当然,“高端大气上档次,时尚舒适科技感”都是广告公司忽悠客户,而客户忽悠自己的最佳利器。斯柯达的市场调研想必是在火星上进行的,那也许是一件很前卫的事情。

        “野帝”这个名称的出现,我并没有第一时间去祝贺。只是前阵子,新款“野帝”混不下去改回了“YETI”,还请来了古惑仔再聚首代言。他们又把之前做过的事情再做了一遍。想想,我也是醉了。
        古惑仔对于我们而言,是青春期的回忆。那个部分,当然可以是兄弟,也可以是暴力。明星代言这种事情在汽车行业早已经见怪不怪,做的好地倒是鲜有。就斯柯达自身而言,早些年让阿信代言时,也是一塌糊涂的收场。

        古惑仔的人群,现如今正好是而立之年的消费主力群体。作为感性消费的诱因,这个理由足够意淫。只是古惑仔的情义与勇猛,那不应该是去形容“勇士”那款车的么?

        斯柯达与古惑仔,就这样闪亮的一起登场了。你可以理解为百年品牌旗下有硬度的产品,它们兄弟情义重千金。也可以理解为,这是穷途末路下,病急乱投医。每每写斯柯达时,我都感觉像是在骂中国足协,鸵鸟就是这样的一种动物。它在它的世界悠然自得,时间一过谁还记得发生了些什么。

        最后,我只想跟浩南哥“SAY HI”。要不就对不起自己起的这个标题。


        本文见刊于《型车时代》2015年7-8月合刊

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