奇瑞尹同躍敲醒警鐘：不能忘記機車的出海悲劇！

2023年，大陸制造業總規模接近40萬億，連續14年位居全球第一，其中汽車出口量也首次位居全球第一。

不過，奇瑞汽車尹同躍發出警告，提醒中國汽車不能忘記中國機車出海的曆史悲劇。這到底是怎麼回事呢？

1. 尹同躍敲響警鐘

對中國汽車行業來說，2023年堪稱一個豐收大年。

中汽協資料顯示，2023年大陸汽車産銷3016.1萬輛和3009.4萬輛，同比分别增長11.6%和12%，産銷量都創曆史新高，連續15年成為全球最大汽車市場。

令人欣喜的是，乘着新能源汽車東風，中國汽車出口量從2020年的不到100萬輛，連續翻番增至2023年的491萬輛，逐年分别超越南韓、德國、日本，首次成為全球第一汽車出口國。

對此，自主品牌老大哥奇瑞汽車的掌舵人尹同躍，近日肯定了中國汽車過去一年取得的輝煌成績，但同時他認為中國汽車品牌在海外的心智、印象實際上是模糊的，還有很遠的路要走。

一定要先穩住口碑，再穩住銷量。如果中國車企都隻單純追求量，結果可能就是“大而不強”，多大的量也不是汽車強國的标志。

尹同躍語重心長地敲響警鐘，呼籲中國車企“不要忘記機車的教訓”，中國汽車出口千萬不能重演那段曆史悲劇。

2. 機車出海悲劇

因為地貌地形、生活習慣等原因，東南亞人民出行更喜歡選擇便捷靈活的機車，這裡堪稱全球最大的機車市場。

上世紀90年年代，日本機車壟斷了東南亞市場，市占率一度高達98%，大街小巷跑的基本上都是本田、鈴木、雅馬哈等日本品牌機車。

從1997年中國嘉陵機車率先打開越南市場開始，随後力帆、隆鑫等諸多中國機車企業，逐漸大力進軍東南亞市場，掀起了一股南下熱潮，國産機車出口量急速飙升。

憑借着超高的成本效益等優勢，中國機車風靡多個東南亞國家。

短短幾年時間，中國機車就占據了東南亞超80%的市場佔有率，将日本機車擠出越南等東南亞市場，這裡成了中國機車的天下。

可惜好景不長，到2002年，中國機車出口大幅縮水，搶占的東南亞市場得而複失，這裡又被日本機車攻占。

2016年左右，中國機車在東南亞的市占率降至5%，而今更是降至1%。

3. 汽車要吸取教訓

中國機車為何敗退東南亞？

因為中國機車企業沉溺在“價格屠夫”的虛幻中，大打價格戰，在極度内卷中自相殘殺，以至于“國産機車如果論斤賣，還不如排骨的價格高”！

殘酷價格戰，一方面壓縮了自身利潤空間，每輛機車出口平均利潤，從早期的一兩千元，降至2002年的30元。

另一方面，影響企業正常研發投入，進而導緻産品品質、售後服務越來越差，最終口碑坍塌，失去了人心，丢失了市場。

相對于日本機車企業，中國機車企業在産品和技術處于劣勢。初期，通過低價來争奪市場，這屬于正常的商業競争政策，本來也無可厚非。

但是中國機車企業一直津津樂道“價格屠夫”的稱号，且一味熱衷打價格戰的“内卷”“内鬥”。

它們忘記甚至不願意從長遠出發，而補上出發時落下的那一課，不從技術研發、産品品質、售後服務等方面下功夫。

如此一來，通過低價走捷徑短期内赢得的城池陣地，最終就逃不脫敗走麥城的命運。

國産機車出海夢斷東南亞的曆史悲劇，令人唏噓并發人深思。對于今天大舉出海的中國汽車來說，這無異于一個振聾發聩的警鐘。

國産汽車出海越來越來越好，同樣也在日系車後花園——東南亞市場開疆拓土。

這得之不易的成績令人欣喜，但是我們需要尹同躍這樣的汽車老兵時時提醒，經常敲響國産摩托這樣的警鐘。

如果隻靠低價，而忽視了技術、品質、售後等，中國汽車注定走不遠。希望國産汽車從國産摩托的悲劇中吸取教訓，在出海道路上越走越遠、越走越穩。

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