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-------------譯者:陳英俊-審核者:龍騰翻譯總管------------

In America, Buick is widely considered an old-fashioned car brand,perhaps best known for being the favorite of American grandparents.

在美國,別克廣泛被認為是一個老式汽車品牌,眾所周知其是美國祖父母輩的最愛。



But in China, Buick is a kind of automotive rock star. General Motors's near luxury brand was barely saved from the chopping block during the financial crisis in part because of Buick's strong performance in China. However, despite efforts to turn the brand around, Buick has not yet managed to distinguish itself in the United States. U.S. sales of the brand fell considerably further in 2018 than did any other GM mark, even though Buick had realigned its portfolio toward SUV and crossovers and made bold and critically praised bets on sleek, cars and wagons borrowed from GM's former European portfolio. But in China, which has the world's largest auto market, Buick is considered an elite, almost exclusive brand. In 2018, just over 80% of Buick's global sales were in China. GM sells more Buicks in China than on its home turf in the U.S. like almost five times as many. It also outperforms all other U.S. manufacturers that sell there. In America, Buick sold just under 207,000 Buicks in 2018. A 5% decline over the previous year.

但在中國,別克猶如汽車業的搖滾明星。在金融危機期間,通用汽車(General Motors)這款“準豪華”品牌勉強從這一危機中存活下來,部分原因是別克在中國的受歡迎程度。然而,盡管努力扭轉品牌局勢,別克尚未在美國脫穎而出。盡管別克已將其產品重新調整投資組合轉向SUV和跨界車,并大膽的從通用汽車前歐洲產品組合中借來時髦轎車和貨車(旅行車),但2018年,該品牌在美國的銷量卻比通用汽車其他任何一家品牌都大幅度下滑。但在擁有世界最大汽車市場的中國,別克被認為是精英品牌,幾乎是獨家品牌。2018年,別克80%的全球銷量都在中國。通用汽車在中國銷售的別克比在美國本土銷售的別克還要多,幾乎是美國本土銷量的五倍。別克的銷量表現也優于其他在中國的美國汽車制造商。在美國,2018年別克的銷量還不到20.7萬輛。較去年下降了5%。





But in China, the brand sold over one million vehicles for the third year in a row. That is almost one third of the 3.64 million total vehicles GM sold that year! It is roughly twice the number of Chevrolets and four times the number of Cadillacs. Only GM's China exclusive Wuling brand topped Buick and only by a few thousand units. Buick also sells Audi, BMW and Mercedes-Benz in China. So why did a brand that struggles at home become such a hit over there? The reasons for this unusual status are varied and go back a long way.

但在中國,該品牌連續三年銷量過一百萬輛。這幾乎是通用汽車當年總銷量(364萬輛)的三分之一!大約是雪佛蘭銷量的兩倍,是凱迪拉克銷量的四倍。只有通用在中國的獨有品牌五菱銷量超過別克,但也只超過幾千輛而已。別克還在中國銷售奧迪、寶馬和奔馳。那么,為什么一個在國內苦苦掙扎的品牌在另一個地方(中國)變得如此受歡迎呢?造成這種不尋常狀態的原因是多種多樣的,且可以追溯很久之前。



Buick has been in China since the early 20th century. It was a car of choice for many famous Chinese political fighures including Sun Yatsen, commonly regarded as one of the founding fathers of modern China. And Zhou Enlai, the first premier of the People's Republic of China.

別克自20世紀初就在中國了。它是很多中國名人的選擇,包括現代中國的開國元勛之一的孫中山。還有周恩來,中華人民共和國第一任總理。

Karl Brauer:China's first impression of beauty comes from the 1950s Buick. And this is when all the important representatives of state and government officials in China were riding around in Buicks. Go back and look at 1950 Buick and you think about them driving around the streets of China. It would've left quite an impression on everyone who saw one.

卡爾·布勞爾(Karl Brauer):中國對美的第一印象來自于20世紀50年代的別克。當時,中國所有的地區官員和政府官員的重要代表都坐的是別克。回頭看看1950年的別克,回想當時他們在中國的街道上開著別克,這會給每個看過的人留下很深的印象啊。

One key moment came in the 1990s when China's auto market was still very much in its infancy. Buick was already GM's most famous brand in China and it partnered with a local manufacturer to make brand new vehicles that stood very much apart from the competition. Bearing the name that already had such a prestigious reputation in the country, the Chinese never forgot that. The brand's prestigious reputation particularly among the country's decision makers gave it a considerable head start. But it didn'r rest on its reputation. Some credit is also due to GM's partner in the region. Shanghai Automotive Industry Corporation which is about the best regional partner GM could hope to have in the conutry.

1990年代有一關鍵時刻,當時中國的汽車市場還處于起步階段。別克早已是通用汽車在中國最著名的品牌,病并與當地一家制造商合作,制造出不同于競爭對手的嶄新汽車。這個名字在中國已經享有盛譽,中國人從來沒有忘記過。該品牌尤其是在該國決策者中享有盛譽,使其獲得了相當大的先機。但這并不僅僅是因為它的名聲。部分功勞歸功于通用汽車在該地區的合作伙伴。上海汽車工業公司(上汽)是通用汽車在中國能擁有的最好的區域合作伙伴。



SAIC has over the years pushed GM to keep the quality of its cars high and the product fresh. A very important step in a country where consumers are spoiled for choice. The result is that the fit and finish in Chinese Buicks is the best the brand offers in the world. As of 2018 Buick had sold 10 million units in China since it had first launched in 1998.

多年來,上汽一直在敦促通用汽車保證其生產高質量汽車和創新型產品。在一個消費者有眾多選擇的國家,這是非常重要的一步。其結果是,中國別克轎車的舒適堅固度和外觀是世界上最好的。截至2018年,別克自1998年首次亮相以來,已在中國售出1000萬輛。



On the other hand, Buick has struggled in the U.S. for a variety of reasons. A decline in quality over the decades is partly to blame, say many industry analysts. Buick also fell victim to wider practices at GM such as the habit the automaker had of slapping different brand names in a single vehicle. The characteristics that made Buick distinct from fellow GM brands, not to mention other competitors, faded away and the brand lost its identity, becoming mostly a vehicle for customers who remembered what it had been in its heyday. Now Buick is trying to take some of the lessons it has learned in China and bring them back home as it tries to forge a renaissance in America. For example, GM began manufacturing the Buick Envision in China and importing it to the United States. Something President Trump seems to have overlooked when he was on the campaigntrail slamming U.S. automakers for building cars abroad.

另一方面,別克在美國苦苦掙扎還有很多其他原因。許多行業分析人士稱,幾十年來質量的下降是原因之一。別克也成為通用汽車集團普遍決策的犧牲品,比如汽車制造商在一輛車上有打出不同品牌的習慣。本來使別克有別于通用汽車其他品牌或其他競爭對手的特點正逐漸消失,而別克品牌也失去了其本身的身份象征,成為了那些仍記得其輝煌時期的消費者們的購車選擇。現在,別克正試圖在本國吸取運用一些在中國學到的經驗教訓,以期在美國實現復興。例如,通用汽車開始在中國生產“別克愿景(Buick Envision)”,并將其進口到美國。特朗普總統在競選活動中抨擊美國汽車制造商在國外制造汽車時,似乎忽視了別克產業。

"So these are the biggest in the world and we're going to be talking to them and we want them to bulid more cars in the United States and also build them here and ship them overseas."

(特朗普:)“這些是世界上最大的(汽車制造商),我們要和他們談談,我們要他們在美國造更多的車,還要在這里造更多的車,然后把它們出口到海外。”

GM even sought an exception to U.S. tariffs on imported cars for the Envision. It will not be easy for Buick to shake its frumpy image and get back on buyer's considerationlists. Buick has for several years now scored highly on industry analysis firm J.D. Powers metrics for quality and also has earned competitive scores on service. But Buick knows it has to fight to change buyer perceptions in the U.S. One recent ad campaign pointing actors pointing to the brands cars and asking incredulously:" Is that a Buick ?", as though they were surprised something so stylish could bear that nameplate. But industry analysts, such as Cox automotive Karl Brauer, think the brand can still make a go of it in the U.S. if it can succeed in China. That prompts the question of how long Buick's success in China last? As Brauer is quick to note:"a company's reputation in China can change in an instant," often for reasons that have little to do with the brand itself. Japanese and Korean automakers have found this in the past. Buick is the eighth largest brand in China in terms of market share, competing with other foreign heavyweights such as Volkswagen, Honda, Toyota and Nissan as well as several Chinese name brands. So far, things have far better for GM in China than they have been for Detroit's other big automakers. Fiat, Chrysler and Ford. But it doesm't look like the good times can go on forever.

通用汽車甚至為“愿景”尋求美國對進口汽車征收關稅的特權。別克要想擺脫其不好的形象,重新回到買方的考慮單上是不容易的。幾年來,別克在行業分析公司J.D.Powers的質量指標上一直是高分,在服務方面也贏得了具有競爭力的分數。但別克知道,它必須要努力去改變美國消費者對其產品的看法。最近的一次廣告宣傳活動中,演員指著該品牌汽車質疑問道:“那是別克?”好像他們很驚訝,這么時髦的車居然是別克。但考克斯汽車公司的卡爾·布勞爾等行業分析師認為,如果該品牌能在中國取得成功,它在美國仍能大展身手。這就引出了一個問題:別克在中國的成功能持續多久?正如布勞爾很快指出的一點:“一家公司在中國的聲譽是瞬息萬變的”,這通常與品牌本身沒有多大關系。日本和韓國的汽車制造商在過去就發現了這一點。別克是中國市場中第八大品牌,與大眾、本田、豐田、尼桑等國外重量級汽車品牌以及多個中國名牌汽車競爭。到目前為止,通用汽車在中國的表現遠遠好于底特律其他大型汽車制造商:菲亞特、克萊斯勒和福特。但繁盛時期不會永遠持續下去。