大众能否为电动时代重塑自我？

 
 
Profits are in a tight squeeze as the world's second largest carmaker battles with fierce competition in China, the billion euro cost of switching to electric vehicle production, a stagnant European economy, Donald Trump's tariff war and high labour costs in Germany. The FT's Frankfurt correspondent Patricia Nilsson looks at the unprecedented challenges facing Germany's leading industrial company, and what it means for the future of European manufacturing
 
在中国激烈的竞争、向电动汽车生产转型所需的十亿欧元成本、欧洲经济的停滞、特朗普的关税战以及德国的高劳动力成本的压力下，大众的利润处于严重压缩中。英国《金融时报》法兰克福记者帕特里夏·尼尔森（Patricia Nilsson）探讨了德国领先的工业公司——大众汽车所面临的前所未有的挑战，以及这对欧洲制造业未来的影响。
 
 
 
@Dynasty1818
EU is a continent of hatchback lovers, so why the flying F are EVERY manufacturer pushing SUV crap on us? Every new car is an SUV. Where the hell is VW's hatchback for less than 20k? Everyday cars? Not SUVs barely anyone wants. Notice how every EV car ad right now is for SUVs?
 
欧盟是一个掀背车爱好者的大陆，为什么每个制造商都要把这些垃圾SUV推给我们？每辆新车都是SUV。大众的20k以下的掀背车在哪里？日常用车呢？我说的不是那些几乎没人想要的SUV。你注意到现在所有电动汽车广告都是在推SUV吗？
 
@nickgjarlis2690
Also if the costumers don’t want electric cars, why did EU slam tariffs to Chinese electric cars? Because they are scared of cheap electric cars imports
 
如果顾客不想要电动汽车，为什么欧盟要对中国电动汽车征收关税？因为他们害怕廉价电动汽车的进口。
 
@yurgurtha4757
Beacause custumers love their SUVs, easy. Also VW has cars for less then 20K several actually if you include Skoda + Cupra Seat.
Every EV car right now is SUV because thei can demand higher prices because cost more to produce, cheap non SUV evs are coming later. Where is the less then 30K Tesla i wonder? Why everyone demands different price standarts for VW then for Tesla lol, ah yeah Tesla has an Ipad instand of practical butons, i forgot lol.
 
因为顾客喜欢他们的SUV，很简单。另外，如果你算上斯柯达和库普拉·西特，大众确实有多款不到20K的车。
现在每辆电动汽车都是SUV，因为这样的话它们能要求更高的价格，因为生产成本更高，便宜的非SUV电动汽车以后才会推出。我想知道不到3万美元的特斯拉在哪里？为什么每个人对大众的定价标准和特斯拉的要求不一样，哈哈，哦对了，特斯拉用的是iPad而不是实用的按钮，我忘了，哈哈。
 
@derriegel5705
The statement at 12:00 is just completely wrong.
It is not the EU's fault that Volkswagen is struggling (though US media always likes to blame it for everything, as this fits their agenda). Outlawing new petrol-driven cars by 2035 was not the trigger, it was just where the industry has been moving anyway, and that has been the problem for VW until today, regardless of some EU law. VW ignored new trends like digitization end electric vehicles far too long. And let me be clear, that is not only a management issue, but also the workforce was putting up a heavy fight against any sort of modernization, as electric vehicles need less people to be built. Well, now the bill for sleeping on innovation for too long comes due.
Even now, Volkswagen is making their cheaper electric cars deliberately unattractive with lower ranges etc., just to have something that sets their most expensive cars apart, which leads to only one thing: None of their cars is competitive in their price range.
 
12:00的那段话完全错误。
并不是因为欧盟的错，大众才会陷入困境（尽管美国媒体总喜欢把所有责任归咎于欧盟，因为这符合他们的议程）。到2035年禁止销售新款燃油车并不是问题的根源，这只是行业趋势的自然发展。直到今天，这一直是大众面临的问题，无论是否有欧盟的相关法律。大众忽视了数字化和电动汽车等新趋势太久了。让我明确一下，这不仅是管理的问题，工人也在强烈抵制任何形式的现代化，因为电动汽车的生产需要更少的人力。好吧，现在长期睡在创新上的账单终于到了。
即使到现在，大众依然故意让他们廉价的电动汽车变得不吸引人，在续航等方面都较低，只是为了让他们最贵的车型与众不同，而这只会带来一个结果：他们的车在同价位区间毫无竞争力。
 
@Entertainment4fun03
While I agree with every single aspect, I would like to point out that VW is slowly rolling out models that are more competitive and affordable, such as the ID 1 and 2 (2026)
 
虽然我同意你说的每一个方面，但我想指出大众正在逐步推出更具竞争力和更实惠的车型，例如ID 1和ID 2（2026年）。
 
@derriegel5705
@Entertainment4fun03 I honestly disagree. Yes, the ID 1 will be more affordable, but with a range of 250km, I don't think that it will be competitive at the end of 2026. If it was 350km for the same price, that could work.
The frustrating part is that VW could build such a car easily, they just choose not to because they fear that the ID 1 would then start eating into the market share of the ID 3 and ID 5. So VW chooses to spread bad sales numbers across their entire portfolio instead of just building one car, that is loved and bought by everyone, which was their original success story.
 
@Entertainment4fun03 老实说我并不同意。是的，ID 1会更实惠，但续航仅250公里，我认为到2026年底它不会具备竞争力。如果它在相同价格下有350公里的续航，那可能会行得通。
令人沮丧的部分是大众其实可以轻松打造出这样的车，但他们选择不这么做，因为他们害怕ID 1会开始抢占ID 3和ID 5的市场份额。所以，大众选择把糟糕的销售数据分散到整个车系，而不是只做一款大家都喜爱并购买的车，而这曾是他们最初的成功故事。
 
@adityaxxanand
Those look like a joke when compared to Indian cars like mahindra BE 6 or BE9, TATA's harrier Ev
 
与印度汽车如马恒达BE 6或BE9，塔塔的哈里尔电动汽车相比，这些看起来像个笑话。
 
@noctifer4297
its still stupid to rule out any petrol driven cars by a certain year, while you do everything tax whise to make them uneconomical at the same time (co2 pricing and emission trade -which is good because it is market driven not just a regulation halt). If the market and especially Chinese demand is shifting anyway why you have to forbid it? - to cause more unecessary sentiments and hate towards the eu? congratulations you succeed.
VW, Daimler and BMW all have company policies which rule out combustine engines way earlier than the eu so this makes no change at all anyway .. its just plain stupid to forbid it legislative.
 
通过立法规定某年后排除所有燃油车，同时又通过税收手段让燃油车变得不经济（碳定价和排放交易——这实际上是市场驱动的，而不是仅仅通过法规叫停）仍然是愚蠢的做法。如果市场，尤其是中国的需求已经发生变化，为什么还要禁止呢？——是为了引发更多不必要的情绪和对欧盟的仇恨吗？恭喜你们成功了。
大众、戴姆勒和宝马都有比欧盟更早排除燃油车的公司政策，所以这根本不会带来任何变化……立法禁止这件事简直就是愚蠢。
 
@Phantasmalicious
Its in trouble, because it sells their ID.3 in China for 20k but demands 40k in Germany. Tariffs are 36%. Make it make sense.
 
这事儿可太离谱了——ID.3在中国卖2万，到了德国却要价4万，关税明明只有36%。这账怎么算都不对劲！
 
@SevenBee-q2j
@Phantasmalicious .. In China the BYD Seagull, certainly as well built and a better drive starts at .. $7,000 .. Make it make sense.
 
在中国，比亚迪海鸥的制造工艺当然不逊色，驾驶体验更佳，起价仅为7000美元。解释一下这个逻辑。
 
@ekesandras1481
the VW models sold in China are also built in China, that's why they are cheaper there. The EU has quite a lot of taxes and tariffs for imported cars, or why do you think almost all car manufacturers have built a factory within the EU, in Slovakia, Hungary, Romania, Czech Republic, Portugal, etc.
 
在中国销售的大众汽车型号也是在中国制造的，这就是它们在那里更便宜的原因。欧盟对进口汽车征收了大量的税费和关税，否则你以为为什么几乎所有汽车制造商都在欧盟内部（如斯洛伐克、匈牙利、罗马尼亚、捷克共和国、葡萄牙等地）建立了工厂？
 
@zhengyin3710
VW has no other choice in china due to the fierce competition and price war. Otherwise, it is going to lose all potential consumers. ID 3 does not have the unique and irreplaceable techs which enables it to be sold at higher price that the models from rivials.
 
由于激烈的竞争和价格战，大众在中国的选择不多。否则，它将失去所有潜在的消费者。ID 3并没有独特且不可替代的技术使其能够以高于竞争对手车型的价格出售。
 
@razvanyke
Nobody mentions anything about the drop in quality after 2019 .. the difference between a KIA Ceed and a VW Gold today is not 2, 3 times better anymore. I drive a 2018 Passat and it´s perfect, VW should focus on quality and premium price and not save pennies at every piece of plastic. They need a VW Golf II again .. but now there is no Ferdinand Piech anymore. US fines for dieselgate did not helped also, the consequences do not come 1 month later .. but years, as we can see.
 
没人提到2019年后质量下降的问题……如今起亚Ceed与大众高尔夫的差距不再是两三倍。我开的是2018款的帕萨特，它完美无瑕，大众应该专注于品质和高价定位，而不是在每块塑料上省几分钱。他们需要再造一款高尔夫II……但现在已经没有费迪南德·皮耶希了。美国的“柴油门”罚款也没有帮上忙，如我们所见，后果不会在一个月后显现，而是会在多年后显现。
 
@saellenx3528
People no longer can or want to buy so called "Premium" price that doesnt even have half of the stuff cheaper Chinese version has. You just named one of their main problems without even realising it.
 
消费者已经不愿（也无力）为所谓的"高端溢价"买单——尤其是当这些产品连中国平价版本一半的配置都没有时。你刚刚无意间点破了他们的核心困境。
 
@Master_Paladin
this is why I don't believe they can bounce back, VW doesn't even know where's the problem and they're running out of time.
 
这就是为什么我不相信他们能东山再起，大众甚至不知道问题出在哪里，而且他们的时间不多了。
 
@matthewbaynham6286
Hang on the reason for the industrial action come from when Volkswagen made a massive payment to it's shareholders, and the trade unx's response was that if there was so much money to give to the shareholders then the workers should see some of that. Volkswagen's response was complaining about all sorts of things says that because of lack of sales in China they would have cut back production in Germany, when in reality the cars Volkswagen sells in China are made in China.
Volkswagen tells shareholders things are fantastic and tells it's unx things are terrible.
Notice how in the beginning of this video it mentioned how there was a crises at Volkswagen because the profit isn't so high, well if there is still profits then it's not much of a crises.
 
等等，引发劳工行动的原因是大众向股东支付了巨额股息，工会回应说如果有这么多钱分给股东，工人也应该分得一些。大众的反应是抱怨各种问题，称由于在中国市场销量不足，他们将削减德国的生产，而实际上大众在中国销售的车辆都是在中国制造的。
大众对股东说一切都很美好，对工会却说情况很糟糕。
注意视频开头提到大众因利润不高而面临危机，好吧，如果还有利润，那这算不上什么大危机。
 
@JLneonhug
This documentary didn't really appriciate the magnitude of the fines of the diesel gate scandal.
Vehicles make low margins, and rely on volume to make the profits. Since the scandal, the books were red already and to do a shift in technology (ie away from diesel) it's a double bubble of costs.
They skimped on quality with the interiors (which is what traditionally Europeans brands strength).
Lack of innovation/improvements from generation to generation as they move the previous gens to lesser brands (ie skoda) which eats away from their premium brands (Audi/premium vw) lowering their desire for purchase.
Generally making their cars very generic cookie cutter style setups to attempt to save costs in production.
A collection of wrong plays making them very uncompetitive/unattractive.
Sit in a Skoda now and can barely tell the difference between the premium line up of Audi. Certainly not 30-40% adder value.
 
这部纪录片并未真正认识到“柴油门”丑闻罚款的严重性。
汽车的利润率低，依赖销量来盈利。自丑闻以来，会计账本已经出现赤字，技术转型（即远离柴油）带来了双倍的成本。
他们在内饰上偷工减料（这历来是欧洲品牌的强项）。
代际之间缺乏创新和改进，将上一代产品转移到次级品牌（如斯柯达），侵蚀了高端品牌（奥迪/高端大众）的吸引力，降低了购买欲望。
普遍采用千篇一律的模板式设计，试图在生产中节约成本。
一系列错误决策使他们极度缺乏竞争力/吸引力。
现在坐进斯柯达，你几乎感觉不到与奥迪高端系列的区别，当然它没有30-40%的溢价。
 
@jasonmugridge
VW didn’t sleep walk into their problems it was a choice, short term gains for long term pain. In the video they talk about the VW Santana in China, but what it failed to mention was they sold this car for almost 40 years! The Chinese consumer just wanted the newer products that VW’s western customers were getting. This was the catalyst that gave a massive leg up to so many Chinese rivals and forever tarnished VW/Audis image.
 
大众并非稀里糊涂陷入困境，这是他们的选择，短期的利益换来了长期的痛苦。视频中提到了中国的桑塔纳，但未提及的是他们的这款车卖了近40年！中国消费者只想要大众西方客户能买到的更新产品，这成为了许多中国竞争对手崛起的催化剂，也永远玷污了大众/奥迪的形象。
 
@alexmuller3163
Classic FT. VW is weak because they cannot fire more workers. The problem at Volkswagen is the management and the Piech owners. The workers are working as hard as ever. They even secured the CAM award for Most Innovations this year. Management, on the other hand, has made one big mistake after another (diesel, Caraid, etc.). But who had to cut jobs and salaries? The workers only.
If management is not held accountable and learns to take responsibility, it will be the end. They will ruin the product in the name of profit, and then they will go under. It's a story as old as business. The only things stopping them at the moment are the workers' council and the state.
 
典型的《金融时报》。大众的弱点在于他们不能裁掉更多工人，大众的问题出在管理和皮耶希家族所有者。工人们一如既往地努力工作，他们今年甚至获得了CAM最创新奖。另一方面，管理层接连犯下大错（柴油门、Caraid等），但承担裁员和减薪的是谁？只有工人。
如果管理层不被问责，不学会承担责任，那就完了。他们会以盈利为名毁掉产品，然后破产，这在商业史上是老生常谈的故事，目前唯一阻止他们的是工人委员会和政府。
 
@JH-uu7jl
I agree with the point about management being responsible for significant losses from the emissions cheating scandal and the in-house software blunder. However, I think it's also true that VW has too many workers on the production line. EVs have fewer parts that need human assembly or placement. Unless VW increases volume production to offset the decrease in complexity, VW will need to decrease headcount at both the labor level and the management level. This would be true even if management had not lost billions of Euros by cheating emissions and attempting to start a software company.
 
我同意管理层应当为排放造假丑闻和自研软件灾难导致的巨额损失负责。但另一个事实是：大众产线上的员工实在太多了。电动汽车所需的人工组装环节本就少得多，除非大众能通过扩大产量来抵消复杂度下降的影响，否则必然要裁员——从基层工人到管理层无一幸免。即便没有因排放作弊和软件公司败笔损失数十亿欧元，这个结构性难题依然存在。
 
@tobiwan001
Behind the curve. They are lading again. Look at the sales figures. They also completely wiped out Tesla from the EV market. They are also back with their innovative edge. This article would have been correct 2-3 years ago.
 
他们之前落后于潮流，现在他们又领先了。看看销售数据，你会发现他们在电动汽车市场上完全击败了特斯拉。他们的创新优势也回来了。这篇文章在2-3年前可能是正确的。
 
@flightlinexp1988
Only because of dirt cheap leasing deals, "selling cars" at a loss and lots of company cars are VW Group cars.
 
大众集团所谓的"卖车"，不过是靠白菜价租赁、亏本促销和公务车采购撑场面罢了。
 
@tobiwan001
@flightlinexp1988 which is not true of course. The company makes a profit while almost no EV company in China makes a profit. Tesla makes almost no profits.
But there is real overcapacity in the market because the US and China heavily subsidize the companies to keep them in the market.
 
当然，这不是真的。这家公司有盈利，而中国几乎没有电动车公司盈利，特斯拉也几乎没有利润。
但市场确实存在产能过剩，因为美国和中国大力补贴公司以维持市场。
 
@kinngrimm
It can work out for VW, if their entry level car has enough of the functionality in its base configuration and not as addons that would increase the base cost.
 
如果大众的入门级车型能在基础配置中就包含足够功能（而非通过选装件抬高成本），这个策略或许能奏效。
 
@clbeswick8453
The last 60 seconds of this report is the most revealing. It speaks to a legacy, unyielding, shareholder-shackled manufacturer, and sounds like hubris on steroids. "Too big to fail". A statement you might once have heard come out of the mouth of someone like Jack Welch...
 
这份报告的最后60秒最为发人深省——它揭示了一个被历史包袱束缚、股东掣肘的制造商，言语间充斥着膨胀到极点的傲慢。"大而不倒"这种论调，简直像是杰克·韦尔奇（注：通用电气前CEO，以激进管理著称）之流才会吐出的狂言。
 
@Ashisheretoo
The one world goverment will become a requirement to smooth out major discrepancies, as highlighted in the auto industry. Then its the end.
 
世界政府终将成为调和重大分歧的必要选择，正如汽车行业所展现的那样，然后就是终结之时。
 
@fritsgerms3565
My money is on VW. Getting to the top is much easier than staying there. Modern combustion engines are pretty darn good and it will take time to transition. By the time the transition is not-a-transition anymore, I think VW will be in a good position in the EU.
 
我押注大众。登顶容易守成难，现代内燃机车已经相当出色，转型需要时间。等到转型不再是转型时，大众在欧洲的地位应该不错。
 
@Max-ve5tu
Volkswagen's workers unx is going to set worker rights back decades if they continue to behave this irrationally. Sometimes layoffs and factory closures are necessary.
 
大众工会若继续如此不理性，只会让工人权益倒退几十年。有时候裁员关厂是必要的。
 
@ulrichsuter3548
I wouldn't count the German car industry out! Just because there are a ton of cheap, subsidised Chinese cars on the market, these might be merely a part of the next Chinese Evergranda on wheels... while Germany has a strong refocus on their core competence - engineering. See BMW new class, ID7 with the most efficient electric motors and upxed safey features with best in class range. Furthermore, I wonder how Huaweys and BYD will age...
 
别小看德国汽车业！市场上那些廉价的中国补贴汽车，搞不好就是下一个"轮子上的恒大"...而德国正重拾核心优势——工程技术。看看宝马的"新世代"，还有ID7搭载的最高效的电机、升级安全功能和同级最佳续航。再说了，华为和比亚迪的车经得起时间考验吗...
 
@pragadeeshwaranselvaraju3119
High investment in R&D of EVs in China
Launch cool hybrid cars for the rest of the world
Uber cool redesign of Gasoline cars
Focus on premiumisation of hybrid cars and EV cars
Mass sell Polo and Golf like models of Gasoline cars
Best way to be on track and get the global top spot
 
在中国大力投资电动车研发
为全球推出炫酷的混动车
彻底重新设计燃油车
聚焦混动和电动车的豪华化
大量销售Polo和高尔夫这类燃油车
这才是登顶全球的正确姿势
 
@hustlingandbustling
Germany's leaders will ensure that vw is not able to produce an affordable car, unfortunately turning Russian cheap energy supply back on is the only solution, therefore there will be no solution.
 
德国领导人会确保大众造不出平价车，可惜重启俄罗斯廉价能源是唯一解，所以这事无解。
 
@jeroencrabbe
I drive a ID4 company car since 2023. Had Tesla Y option too, but that could not tow. The ID4 is not a bad car except the infotainment software is ludicrously bad. Gotten better in new models I read, but older models dont get that. If I had a choice now I would buy the smaller Renault R5 EV.
 
我2023年起开公司配的ID4。我本来能选Model Y，但它不能拖挂。ID4除了那套可笑的车机系统外还不错。据说新款有改进，但老款享受不到。现在要我自己买，我会选小点的雷诺R5电动版。
 
@MaticTheProto
I remember sitting in an id 4 when it cane out and the system was worse than my 2018 a class… Otherwise it’s probably really good. Might have been improved by now
 
我记得ID4刚上市时坐进去试过，车机系统比我2018款A级车还差...其他方面应该不错。现在可能改进了。
 
@Martinko_Pcik
I don't understand why VW didn't leave china yet. Nobody buys their ICE vehicles there and in EV space Chinese are losing money themselves due to competition trying to starve each other. VW relies on SAIC, Chinese company on EV technology as does GM in China.
 
我搞不懂大众为何还不退出中国，没人买他们的燃油车，电动汽车领域中国企业自己都在亏本厮杀。大众的电动汽车技术依赖上汽，就像通用在中国一样。
 
@Laomai24
It’s really hard to imagine that VW will be able to dig itself out of this hole. Because, one single word can sums it up, that was/ is the attitude of the entire VW Group. HUBRIS! A few years ago when the Chinese engineers working day and night to come up with solutions for the challenges of the EV manufacturing the VW engineers and management were very dismissive of ALL Chinese efforts. You only had to meet them for a Beer in Bars in SanLiTun / Beijing and bring up the subject of EVs vis'a' vis China. you would always get the same response, "what!? China!? No way " flowed by a laughter and a few derogatory comments. Now, VW is so far behind that it’s impossible to see how they could catch up. They are still struggling with building the Box that houses the batteries. It’s made of Aluminum and they can’t weld them or come up with fastener solution that will stop water leaking into the box. This is only one problem they are still struggling with. there are many other serious problems they have, including motors, Ai etc.
 
很难想象大众能爬出这个坑，因为用一个词就能概括整个大众集团的态度：傲慢！几年前中国工程师日夜攻克电动车制造难题时，大众的工程师和管理层对中国所有的努力都不屑一顾。只要在北京三里屯酒吧请他们喝杯酒聊起中国的电动汽车，总会得到同样回应："啥？中国？不可能！"然后就是一阵嘲笑和贬低。现在大众落后太多了，根本追不上。他们连电池铝制外壳的焊接和防水紧固方案都搞不定，这还只是众多难题中的一个，电机、AI等方面问题更严重。