以下是英語(yǔ)資源頻道為大家整理的china daily雙語(yǔ)新聞：德國(guó)豪華汽車品牌瞄準(zhǔn)年輕消費(fèi)者，小編給大家拜年啦:)
Mercedes hopes to win young, affluent buyers such as 33-year-old Andy Yang. Mr. Yang, a New York online marketing director, says his parents always admired Mercedes cars, but he has been more drawn to BMW's more youthful, high-performance reputation.
奔馳希望爭(zhēng)取的是像33歲的Andy Yang這樣年輕、富裕的購(gòu)車者。Andy Yang是紐約的一位網(wǎng)絡(luò)營(yíng)銷總監(jiān)，他說(shuō)自己的父母一直很欣賞奔馳車，但寶馬車更適合年輕人以及高性能的聲譽(yù)則更吸引他。
Shopping for a new car in November, he took a cursory look at a Mercedes but wound up buying a BMW 335 compact sports sedan instead. 'To me, BMW represents sporty and luxurious,' Mr. Yang says. 'Mercedes is just luxurious.'
去年11月在挑選新車時(shí)，他只是粗略看了看奔馳車，最終買的是寶馬335轎跑。他說(shuō)，對(duì)我而言，寶馬代表著運(yùn)動(dòng)和奢華，奔馳就只是奢華而已。
He isn't alone. In the U.S., the average age of a Mercedes owner is 52, three to four years older than the typical driver who steers toward BMW or Volkswagen's VOW3.XE -0.11% AG's Audi, according to researcher R.L. Polk & Co. The German luxury-sedan stalwart is losing even more of those younger buyers to rivals' sport utility vehicles and smaller sedans. That is a problem especially in new luxury markets such as China, where the average millionaire is in his or her early 40s.
Andy Yang絕非個(gè)例。研究機(jī)構(gòu)R.L. Polk & Co.的數(shù)據(jù)表明，在美國(guó)，奔馳車主的平均年齡為52歲，比寶馬或大眾奧迪車主的平均年齡大三至四歲。其競(jìng)爭(zhēng)對(duì)手推出的SUV和中小型轎車令奔馳這一德國(guó)豪車廠商失去更多年輕客戶。這一問(wèn)題在中國(guó)等新興奢侈品市場(chǎng)尤為明顯，這些市場(chǎng)百萬(wàn)富豪的平均年齡為四十歲出頭。
'We need to keep our ecosystem healthy, and that includes replenishing it with new buyers who can come in at the lower end of the brand,' said Steve Cannon, Mercedes-Benz's U.S. operations chief. The younger they start driving a Mercedes, the more they're likely to buy higher-end versions as they get older and wealthier, he says. 'If there is a risk, it's not doing this.'
梅賽德斯-奔馳美國(guó)運(yùn)營(yíng)主管加農(nóng)(Steve Cannon)說(shuō)，我們需要保持我們生態(tài)系統(tǒng)的健康，這包括補(bǔ)充能夠買得起奔馳低端車型的新客戶。他說(shuō)，他們開(kāi)始駕駛奔馳時(shí)的年齡越小，他們年齡漸長(zhǎng)、財(cái)富增加以后購(gòu)買奔馳中高端車型的可能性越大；如果說(shuō)存在什么風(fēng)險(xiǎn)，惟一的風(fēng)險(xiǎn)在于我們不這么做。
Mercedes's CLA marketing campaign kicks off during the Super Bowl next month with an ad featuring the singer Usher and swimsuit model Kate Upton. Beyond the 60-second TV spot, the game itself is being played in the Mercedes-Benz Superdome in New Orleans. Mercedes says it bought the stadium's 10-year naming rights for a reported $100 million to $120 million knowing the stadium would host the mega media event in the same year it would launch a product 'whose sole purpose is to bring in a new generation of buyers,' Mr. Cannon says.
奔馳CLA的營(yíng)銷活動(dòng)將于下月“超級(jí)碗”(Super Bowl)賽事舉行期間揭開(kāi)序幕，屆時(shí)推出的廣告將有流行歌手亞瑟小子(Usher)和泳裝模特凱特·厄普頓(Kate Upton)出鏡。除了這只長(zhǎng)達(dá)60秒的電視廣告，“超級(jí)碗”比賽將在新奧爾良的“奔馳超級(jí)穹頂”(Mercedes-Benz Superdome)體育場(chǎng)舉行。奔馳說(shuō)，公司以報(bào)載1億至1.2億美元的價(jià)格買下該體育場(chǎng)10年冠名權(quán)，因?yàn)楣局涝谄渫瞥鲆豢钚庐a(chǎn)品的同一年該體育場(chǎng)將舉行大型媒體活動(dòng)。加農(nóng)說(shuō)，這款產(chǎn)品的惟一目的就是吸引新一代購(gòu)車者。
Mercedes has been wrestling with its aging customer demographics for some time. Four years ago, it created an online community of several hundred 20- and 30-something customers, dubbed 'Generation Benz,' whom Mercedes marketing teams regularly consult about their habits and preferences. To Mercedes's surprise, for instance, the group has been drawn to the brand's 125-year heritage, and so a number of its ads since have played up images of its 1950s roadsters and other vintage Mercedes.
奔馳試圖改變其客戶群年齡偏大這一特點(diǎn)已有一段時(shí)間了。四年前，它為數(shù)百位二三十歲的客戶創(chuàng)建了一個(gè)網(wǎng)絡(luò)社區(qū)，名叫“奔馳一代”(Generation Benz)。奔馳的營(yíng)銷團(tuán)隊(duì)會(huì)定期咨詢這些客戶的習(xí)慣和喜好。令奔馳意外的是，這群客戶對(duì)奔馳品牌125年的傳承深感興趣。所以自那以后其一系列廣告重點(diǎn)宣傳的是其上世紀(jì)50年代推出的跑車和其它經(jīng)典車型。
The pressure to woo younger buyers is growing as the buying habits of its traditional, older clientele also are changing. Many affluent baby boomers are shunning the conservative sedans preferred by older generations past in favor of smaller, sportier versions.
吸引年輕買家的壓力越來(lái)越大，與此同時(shí)其傳統(tǒng)的、年齡偏大的客戶群的購(gòu)車習(xí)慣也在發(fā)生改變。很多富裕的嬰兒潮一代開(kāi)始回避老一代人推崇的保守轎車，他們喜歡車體更小，更具運(yùn)動(dòng)性能的車型。
'Older car buyers tend to be more cautious,' says Jesse Toprak, a senior analyst with industry researcher and forecasting company TrueCar.com. 'When they hear the word recession, they stop purchasing, especially when it comes to something big expensive.'
汽車行業(yè)分析和預(yù)測(cè)機(jī)構(gòu)TrueCar.com的高級(jí)分析師托普拉克(Jesse Toprak)說(shuō)，年齡較大的購(gòu)車者往往會(huì)更加謹(jǐn)慎，一聽(tīng)到“衰退”這個(gè)詞他們就會(huì)停止消費(fèi)，尤其是大件昂貴商品。
Mercedes hopes to win young, affluent buyers such as 33-year-old Andy Yang. Mr. Yang, a New York online marketing director, says his parents always admired Mercedes cars, but he has been more drawn to BMW's more youthful, high-performance reputation.
奔馳希望爭(zhēng)取的是像33歲的Andy Yang這樣年輕、富裕的購(gòu)車者。Andy Yang是紐約的一位網(wǎng)絡(luò)營(yíng)銷總監(jiān)，他說(shuō)自己的父母一直很欣賞奔馳車，但寶馬車更適合年輕人以及高性能的聲譽(yù)則更吸引他。
Shopping for a new car in November, he took a cursory look at a Mercedes but wound up buying a BMW 335 compact sports sedan instead. 'To me, BMW represents sporty and luxurious,' Mr. Yang says. 'Mercedes is just luxurious.'
去年11月在挑選新車時(shí)，他只是粗略看了看奔馳車，最終買的是寶馬335轎跑。他說(shuō)，對(duì)我而言，寶馬代表著運(yùn)動(dòng)和奢華，奔馳就只是奢華而已。
He isn't alone. In the U.S., the average age of a Mercedes owner is 52, three to four years older than the typical driver who steers toward BMW or Volkswagen's VOW3.XE -0.11% AG's Audi, according to researcher R.L. Polk & Co. The German luxury-sedan stalwart is losing even more of those younger buyers to rivals' sport utility vehicles and smaller sedans. That is a problem especially in new luxury markets such as China, where the average millionaire is in his or her early 40s.
Andy Yang絕非個(gè)例。研究機(jī)構(gòu)R.L. Polk & Co.的數(shù)據(jù)表明，在美國(guó)，奔馳車主的平均年齡為52歲，比寶馬或大眾奧迪車主的平均年齡大三至四歲。其競(jìng)爭(zhēng)對(duì)手推出的SUV和中小型轎車令奔馳這一德國(guó)豪車廠商失去更多年輕客戶。這一問(wèn)題在中國(guó)等新興奢侈品市場(chǎng)尤為明顯，這些市場(chǎng)百萬(wàn)富豪的平均年齡為四十歲出頭。
'We need to keep our ecosystem healthy, and that includes replenishing it with new buyers who can come in at the lower end of the brand,' said Steve Cannon, Mercedes-Benz's U.S. operations chief. The younger they start driving a Mercedes, the more they're likely to buy higher-end versions as they get older and wealthier, he says. 'If there is a risk, it's not doing this.'
梅賽德斯-奔馳美國(guó)運(yùn)營(yíng)主管加農(nóng)(Steve Cannon)說(shuō)，我們需要保持我們生態(tài)系統(tǒng)的健康，這包括補(bǔ)充能夠買得起奔馳低端車型的新客戶。他說(shuō)，他們開(kāi)始駕駛奔馳時(shí)的年齡越小，他們年齡漸長(zhǎng)、財(cái)富增加以后購(gòu)買奔馳中高端車型的可能性越大；如果說(shuō)存在什么風(fēng)險(xiǎn)，惟一的風(fēng)險(xiǎn)在于我們不這么做。
Mercedes's CLA marketing campaign kicks off during the Super Bowl next month with an ad featuring the singer Usher and swimsuit model Kate Upton. Beyond the 60-second TV spot, the game itself is being played in the Mercedes-Benz Superdome in New Orleans. Mercedes says it bought the stadium's 10-year naming rights for a reported $100 million to $120 million knowing the stadium would host the mega media event in the same year it would launch a product 'whose sole purpose is to bring in a new generation of buyers,' Mr. Cannon says.
奔馳CLA的營(yíng)銷活動(dòng)將于下月“超級(jí)碗”(Super Bowl)賽事舉行期間揭開(kāi)序幕，屆時(shí)推出的廣告將有流行歌手亞瑟小子(Usher)和泳裝模特凱特·厄普頓(Kate Upton)出鏡。除了這只長(zhǎng)達(dá)60秒的電視廣告，“超級(jí)碗”比賽將在新奧爾良的“奔馳超級(jí)穹頂”(Mercedes-Benz Superdome)體育場(chǎng)舉行。奔馳說(shuō)，公司以報(bào)載1億至1.2億美元的價(jià)格買下該體育場(chǎng)10年冠名權(quán)，因?yàn)楣局涝谄渫瞥鲆豢钚庐a(chǎn)品的同一年該體育場(chǎng)將舉行大型媒體活動(dòng)。加農(nóng)說(shuō)，這款產(chǎn)品的惟一目的就是吸引新一代購(gòu)車者。
Mercedes has been wrestling with its aging customer demographics for some time. Four years ago, it created an online community of several hundred 20- and 30-something customers, dubbed 'Generation Benz,' whom Mercedes marketing teams regularly consult about their habits and preferences. To Mercedes's surprise, for instance, the group has been drawn to the brand's 125-year heritage, and so a number of its ads since have played up images of its 1950s roadsters and other vintage Mercedes.
奔馳試圖改變其客戶群年齡偏大這一特點(diǎn)已有一段時(shí)間了。四年前，它為數(shù)百位二三十歲的客戶創(chuàng)建了一個(gè)網(wǎng)絡(luò)社區(qū)，名叫“奔馳一代”(Generation Benz)。奔馳的營(yíng)銷團(tuán)隊(duì)會(huì)定期咨詢這些客戶的習(xí)慣和喜好。令奔馳意外的是，這群客戶對(duì)奔馳品牌125年的傳承深感興趣。所以自那以后其一系列廣告重點(diǎn)宣傳的是其上世紀(jì)50年代推出的跑車和其它經(jīng)典車型。
The pressure to woo younger buyers is growing as the buying habits of its traditional, older clientele also are changing. Many affluent baby boomers are shunning the conservative sedans preferred by older generations past in favor of smaller, sportier versions.
吸引年輕買家的壓力越來(lái)越大，與此同時(shí)其傳統(tǒng)的、年齡偏大的客戶群的購(gòu)車習(xí)慣也在發(fā)生改變。很多富裕的嬰兒潮一代開(kāi)始回避老一代人推崇的保守轎車，他們喜歡車體更小，更具運(yùn)動(dòng)性能的車型。
'Older car buyers tend to be more cautious,' says Jesse Toprak, a senior analyst with industry researcher and forecasting company TrueCar.com. 'When they hear the word recession, they stop purchasing, especially when it comes to something big expensive.'
汽車行業(yè)分析和預(yù)測(cè)機(jī)構(gòu)TrueCar.com的高級(jí)分析師托普拉克(Jesse Toprak)說(shuō)，年齡較大的購(gòu)車者往往會(huì)更加謹(jǐn)慎，一聽(tīng)到“衰退”這個(gè)詞他們就會(huì)停止消費(fèi)，尤其是大件昂貴商品。