观致汽车在中国搏生存

From Fisker to Coda, the car industry is littered with failed start-ups. Qoros is hoping to avoid the same fate.

从菲斯科(Fisker)到Coda，汽车业倒下了成片的初创企业。观致汽车(QOROS)正希望避免这样的命运。
The Sino-Israeli carmaker made waves when it launched its first car in 2013 with ambitions to simultaneously crack China, the world’s biggest vehicle market, and Europe, one of the most competitive.
2013年，这家中国和以色列合资的汽车制造商发布了第一款汽车，雄心勃勃地想要同时打入中国和欧洲——前者是世界最大的汽车市场，后者是世界竞争最激烈的市场之一——这在当时引起了轰动。
观致汽车在中国搏生存

Since then, it has ejected its chief executive, rung up dismal sales and faced questions from several analysts about its financial viability. Those dreams of being a globally renowned car brand seem more distant than ever and the company’s travails highlight the challenges facing new entrants in the capital-intensive car industry.

后来，观致首席执行官换人，销售业绩惨淡，多名分析师也对其财务生存能力提出质疑。成为全球知名汽车品牌的梦想看上去更加遥不可及了。这家企业的痛苦经历凸显出，在资本密集型的汽车行业，新进入者面临着巨大挑战。
“Nobody knows who Qoros is,” admits Phil Murtaugh, a former China specialist at General Motors who ran electric-car maker Coda before taking over at Qoros in February.
原来在通用汽车(GM)的“中国通”墨斐(Phil Murtaugh)今年2月加盟观致汽车，担任首席执行官，此前他曾执掌电动车制造商Coda。“没人知道观致，”他坦言。
Armed with a new five-year business plan, the company — which showed off a new concept car at last month’s Shanghai car show — faces a fraught period as it rebrands itself, seeks to achieve operating profitability by 2018, and then looks to make good on its lofty long-term ambitions.
已经制定了新五年商业计划的观致汽车将面临一段困难时期，该公司力求重塑品牌，到2018年实现营运利润，然后期待实现其远大抱负。该公司在上月的上海车展上展示了一款新概念车。
Qoros was set up in 2007 as a joint venture between Chery, a state-owned Chinese carmaker, and Israel Corp, a conglomerate controlled by Idan Ofer, a London-based billionaire. Mr Ofer, who also chaired collapsed electric-car venture Better Place, assembled a crack team of European engineers, including former BMW designer Gert Hildebrandand Volker Steinwascher, once head of Volkswagen in North America.
2007年，中国国有汽车企业奇瑞(Chery)和以色列控股集团(Israel Corp)合资成立了观致汽车。该以色列集团由伦敦亿万富翁伊丹•奥佛(Idan Ofer)控股，奥佛还曾担任现已倒闭的电动车企业Better Place的董事长。观致汽车成立时，他集结了一支由欧洲工程师组成的精锐人马，其中包括宝马(BMW)前设计师何歌特(Gert Hildebrand)和曾执掌大众(Volkswagen)北美业务的石清仁(Volker Steinwascher)。

佛山翻译公司推荐阅读
 

——佛山翻译公司

译声佛山翻译公司目前是国内专业的翻译机构之一，译声佛山翻译公司秉承“诚信 专业”的服务理念，为国内外客户提供一流翻译服务。了解更多信息：请直接致电：400-600-6870咨询。