2023考研英語閱讀網(wǎng)上賣車
Selling cars online The TrueCar challenge
網(wǎng)上賣車 TrueCar來勢洶洶
A price-comparison website causes ructions in the motor trade
比價網(wǎng)站在汽車銷售行業(yè)掀起爭議
AMERICANS looking for a new car nowadays often use online price-comparison sites such asAutoTrader, Edmunds and eBay to find the best deal.
如今的美國人若要買輛新車，通常會上一些比價網(wǎng)站來淘最好的價格，諸如AutoTrader,Edmunds和eBay等。
Most such sites charge dealers a small fee for passing on sales leads from shoppers who havesubmitted their details.
這些網(wǎng)站多數(shù)將注冊的經(jīng)銷商提供的銷售線索展示在網(wǎng)頁上，從中賺取小額報酬。
TrueCar, a relative newcomer, does things differently.
而TureCar，作為行業(yè)相對年輕的成員，卻有著不同的經(jīng)營方法。
It charges dealers $300, but only when its introduction of a customer results in a sale, and itmakes its dealers guarantee to honour their quotes, no excuses.
它只在推薦的客戶完成買賣后收取經(jīng)銷商300美元費(fèi)用，前提是經(jīng)銷商無條件保證履行其價格承諾。
TrueCar taps into data from state vehicle-registration offices, car-loan providers and othersources to compile what it says are the most accurate figures available for what motoristspay for the same car locally. This can be several hundred dollars less than the sticker price,and is often below invoice the price that, according to the paperwork sent by thecarmaker, represents the wholesale price the dealer paid.
TureCar從車輛登記所、車貸機(jī)構(gòu)和其他渠道得到的數(shù)據(jù)中總結(jié)出其所謂的最精準(zhǔn)的當(dāng)?shù)刈畹蛙噧r，這個價格通常便宜幾百美元，甚至經(jīng)常低于 發(fā)票價 ，即汽車廠商給予汽車經(jīng)銷商的紙面批發(fā)價。
In fact dealers receive various rebates from carmakers, and make money from such things asloans and service contracts, so a modest profit is still possible.
實(shí)際上經(jīng)銷商從廠商獲取各種回扣，并通過像車貸及售后等服務(wù)賺取利潤，所以最低利潤還是有的。
But such heavy discounting alarms carmakers.
但如此大幅度的折扣引起了廠商的警覺。
Honda s American arm recently told dealers it would cut off their marketingallowanceswhich can be worth hundreds of dollars for each car soldif they did not stopoffering sub-invoice prices on TrueCar and other sites.
本田的美國車廠近日告知其經(jīng)銷商，如果不停止向諸如TrueCar等比價網(wǎng)站提供 低票價 ，車廠將削減其營銷費(fèi)用，每車大約幾百美元。
Honda insists dealers can sell at whatever price they wish, but it will not pay them to marketits products as cheap or low-end cars.
本田表示經(jīng)銷商可以自己定價銷售，但廠商不會為了將其產(chǎn)品宣傳成 便宜貨 或是 低檔貨 而支付費(fèi)用。
It also suggests that some dealers use such sites to bait-and-switch , offering tantalisinglycheap cars they do not have, to reel in suckers, a practice many states ban.
本田更暗示說一些經(jīng)銷商利用網(wǎng)站進(jìn)行詐騙，利用一些根本沒有的超便宜車型吊顧客上鉤再掉包銷售，這在許多州都是被嚴(yán)令禁止的。
TrueCar insists that the contracts it makes dealers sign commit them to deliver the cars theypromise at the price quoted.
TrueCar堅(jiān)稱其要求經(jīng)銷商簽訂協(xié)議來保證經(jīng)銷商按照約定的價格賣車。
David Wilson, who recently told the 16 dealerships he owns in California to stop usingTrueCar, says he has reason to share Honda s scepticism: he plays back to The Economist avoicemail from a rival dealer who had quoted him an attractive price via TrueCar on a newLexus, calling to say that they did not have it in stock but could try to find one for him.
大衛(wèi)。威爾森最近要求其在加利福尼亞州的16家經(jīng)銷商停止使用TrueCar，原因是他有理由相信本田對網(wǎng)站的質(zhì)疑。他向《經(jīng)濟(jì)學(xué)人》雜志播放了一段音頻，內(nèi)容是對手經(jīng)銷商在TrueCar網(wǎng)站上給一款新雷克薩斯車型報了一個非常誘人的價格，但打電話過去后對方說沒有該車庫存并表示會盡力找一輛給他。
TrueCar says there had been no hiding of the fact that the model concerned might no longerbe available, and thus no question of bait-and-switch that this was a one-off case andthat TrueCar has had few complaints so far.
TrueCar表示就此事而言，如果經(jīng)銷商沒有隱瞞網(wǎng)上展示的車型沒有存貨，也就不構(gòu)成 掉包誘售 的罪名。上述的事情只是個案，TrueCar表示至今收到投訴寥寥。
But it is awkward that a critic had so little trouble catching a dealer quoting for a car it didnot have.
而且那么容易就能抓到經(jīng)銷商 詐騙 有些不太正常。
Another big chain of dealers, Group 1, has also told its members not to use TrueCar, saying ithad privacy worries over the website s requirement that it have access to showrooms computer systems so as to verify sales.
另一個大經(jīng)銷商Group 1也已經(jīng)通知其成員不要使用TrueCar，原因是該網(wǎng)站要求通過展廳電腦系統(tǒng)確認(rèn)其銷售情況的舉動可能存在侵犯隱私的風(fēng)險。
Scott Painter, TrueCar s founder, says that so far such publicity has only drawn dealers attention to the attractions of using the website.
TrueCar的創(chuàng)始人Scott Painter解釋到，至今這種公開化的做法只會增加經(jīng)銷商使用這個網(wǎng)站的興趣，而網(wǎng)站所要做的就是把正在做的事情更加公開透明。
All the site is doing, Mr Painter argues, is making more open what is already going on. Hesays his data show that 23% of all the Hondas sold via TrueCar are below invoice price, onlya little above the 22% sold below invoice for all Hondas in America.
數(shù)據(jù)顯示通過TrueCar售出的本田汽車中有23%是低于發(fā)票價的，只比本田在全美的比例22%高一點(diǎn)。
Mr Painter says his website is proving so successful at shifting metal that Honda, and thedoubting dealers, will eventually relent: The power of the market will change their mind.
Painter先生認(rèn)為這個網(wǎng)站的成功，最終會使本田和一些質(zhì)疑的經(jīng)銷商改變態(tài)度，他說 市場的力量會改變他們的想法 。
However, several states regulators are looking into whether the website breaches their laws.
然而已經(jīng)有好幾個州的監(jiān)管官員在調(diào)查該網(wǎng)站是否有違法嫌疑，一些州嚴(yán)禁 指向性營銷 。
Some states specifically ban bird-dogging -taking commission for introducing a sale.
然而已經(jīng)有好幾個州的監(jiān)管官員在調(diào)查該網(wǎng)站是否有違法嫌疑，一些州嚴(yán)禁 指向性營銷 。
Some also ban using the word invoice in car ads, regarding it as potentially misleading.
一些州則認(rèn)為在車輛廣告中使用 發(fā)票 的字樣有潛在誤導(dǎo)性而禁止此行為。
Colorado s regulator has warned dealers there that they will be held responsible for anyrule-breaking in their TrueCar quotes.
科羅拉多州的監(jiān)管官員警告當(dāng)?shù)亟?jīng)銷商，將為在TrueCar上銷售過程中可能產(chǎn)生的違規(guī)負(fù)責(zé)。
TrueCar says it will shortly make changes to its website to satisfy the regulators concerns.
TrueCar表示很快會調(diào)整網(wǎng)站內(nèi)容以符合監(jiān)管規(guī)定。
In September TrueCar raised $245m for expansion. On January 1st it began an exclusivetie-up with Yahoo! to provide car-buying services.
11年9月TrueCar籌措2.45億美元用于網(wǎng)站擴(kuò)張，12年1月1日它開始為雅虎提供獨(dú)家汽車銷售服務(wù)。
It also provides such services for consumer groups such as the American AutomobileAssociation and the United Services Automobile Association.
另外還為一些消費(fèi)群提供該項(xiàng)服務(wù)，如美國汽車行業(yè)協(xié)會，聯(lián)合服務(wù)汽車行業(yè)協(xié)會。
It could look forward to a large slice of the $6 billion a year American car dealers spend onadvertising-if it can convince both regulators and dealers that it is operating within the law.
TrueCar預(yù)計，如果能讓監(jiān)管部門和經(jīng)銷商相信其經(jīng)營合法，那么它就有望從美國汽車經(jīng)銷商每年支付的60億美元廣告費(fèi)用中分一杯羹
Selling cars online The TrueCar challenge
網(wǎng)上賣車 TrueCar來勢洶洶
A price-comparison website causes ructions in the motor trade
比價網(wǎng)站在汽車銷售行業(yè)掀起爭議
AMERICANS looking for a new car nowadays often use online price-comparison sites such asAutoTrader, Edmunds and eBay to find the best deal.
如今的美國人若要買輛新車，通常會上一些比價網(wǎng)站來淘最好的價格，諸如AutoTrader,Edmunds和eBay等。
Most such sites charge dealers a small fee for passing on sales leads from shoppers who havesubmitted their details.
這些網(wǎng)站多數(shù)將注冊的經(jīng)銷商提供的銷售線索展示在網(wǎng)頁上，從中賺取小額報酬。
TrueCar, a relative newcomer, does things differently.
而TureCar，作為行業(yè)相對年輕的成員，卻有著不同的經(jīng)營方法。
It charges dealers $300, but only when its introduction of a customer results in a sale, and itmakes its dealers guarantee to honour their quotes, no excuses.
它只在推薦的客戶完成買賣后收取經(jīng)銷商300美元費(fèi)用，前提是經(jīng)銷商無條件保證履行其價格承諾。
TrueCar taps into data from state vehicle-registration offices, car-loan providers and othersources to compile what it says are the most accurate figures available for what motoristspay for the same car locally. This can be several hundred dollars less than the sticker price,and is often below invoice the price that, according to the paperwork sent by thecarmaker, represents the wholesale price the dealer paid.
TureCar從車輛登記所、車貸機(jī)構(gòu)和其他渠道得到的數(shù)據(jù)中總結(jié)出其所謂的最精準(zhǔn)的當(dāng)?shù)刈畹蛙噧r，這個價格通常便宜幾百美元，甚至經(jīng)常低于 發(fā)票價 ，即汽車廠商給予汽車經(jīng)銷商的紙面批發(fā)價。
In fact dealers receive various rebates from carmakers, and make money from such things asloans and service contracts, so a modest profit is still possible.
實(shí)際上經(jīng)銷商從廠商獲取各種回扣，并通過像車貸及售后等服務(wù)賺取利潤，所以最低利潤還是有的。
But such heavy discounting alarms carmakers.
但如此大幅度的折扣引起了廠商的警覺。
Honda s American arm recently told dealers it would cut off their marketingallowanceswhich can be worth hundreds of dollars for each car soldif they did not stopoffering sub-invoice prices on TrueCar and other sites.
本田的美國車廠近日告知其經(jīng)銷商，如果不停止向諸如TrueCar等比價網(wǎng)站提供 低票價 ，車廠將削減其營銷費(fèi)用，每車大約幾百美元。
Honda insists dealers can sell at whatever price they wish, but it will not pay them to marketits products as cheap or low-end cars.
本田表示經(jīng)銷商可以自己定價銷售，但廠商不會為了將其產(chǎn)品宣傳成 便宜貨 或是 低檔貨 而支付費(fèi)用。
It also suggests that some dealers use such sites to bait-and-switch , offering tantalisinglycheap cars they do not have, to reel in suckers, a practice many states ban.
本田更暗示說一些經(jīng)銷商利用網(wǎng)站進(jìn)行詐騙，利用一些根本沒有的超便宜車型吊顧客上鉤再掉包銷售，這在許多州都是被嚴(yán)令禁止的。
TrueCar insists that the contracts it makes dealers sign commit them to deliver the cars theypromise at the price quoted.
TrueCar堅(jiān)稱其要求經(jīng)銷商簽訂協(xié)議來保證經(jīng)銷商按照約定的價格賣車。
David Wilson, who recently told the 16 dealerships he owns in California to stop usingTrueCar, says he has reason to share Honda s scepticism: he plays back to The Economist avoicemail from a rival dealer who had quoted him an attractive price via TrueCar on a newLexus, calling to say that they did not have it in stock but could try to find one for him.
大衛(wèi)。威爾森最近要求其在加利福尼亞州的16家經(jīng)銷商停止使用TrueCar，原因是他有理由相信本田對網(wǎng)站的質(zhì)疑。他向《經(jīng)濟(jì)學(xué)人》雜志播放了一段音頻，內(nèi)容是對手經(jīng)銷商在TrueCar網(wǎng)站上給一款新雷克薩斯車型報了一個非常誘人的價格，但打電話過去后對方說沒有該車庫存并表示會盡力找一輛給他。
TrueCar says there had been no hiding of the fact that the model concerned might no longerbe available, and thus no question of bait-and-switch that this was a one-off case andthat TrueCar has had few complaints so far.
TrueCar表示就此事而言，如果經(jīng)銷商沒有隱瞞網(wǎng)上展示的車型沒有存貨，也就不構(gòu)成 掉包誘售 的罪名。上述的事情只是個案，TrueCar表示至今收到投訴寥寥。
But it is awkward that a critic had so little trouble catching a dealer quoting for a car it didnot have.
而且那么容易就能抓到經(jīng)銷商 詐騙 有些不太正常。
Another big chain of dealers, Group 1, has also told its members not to use TrueCar, saying ithad privacy worries over the website s requirement that it have access to showrooms computer systems so as to verify sales.
另一個大經(jīng)銷商Group 1也已經(jīng)通知其成員不要使用TrueCar，原因是該網(wǎng)站要求通過展廳電腦系統(tǒng)確認(rèn)其銷售情況的舉動可能存在侵犯隱私的風(fēng)險。
Scott Painter, TrueCar s founder, says that so far such publicity has only drawn dealers attention to the attractions of using the website.
TrueCar的創(chuàng)始人Scott Painter解釋到，至今這種公開化的做法只會增加經(jīng)銷商使用這個網(wǎng)站的興趣，而網(wǎng)站所要做的就是把正在做的事情更加公開透明。
All the site is doing, Mr Painter argues, is making more open what is already going on. Hesays his data show that 23% of all the Hondas sold via TrueCar are below invoice price, onlya little above the 22% sold below invoice for all Hondas in America.
數(shù)據(jù)顯示通過TrueCar售出的本田汽車中有23%是低于發(fā)票價的，只比本田在全美的比例22%高一點(diǎn)。
Mr Painter says his website is proving so successful at shifting metal that Honda, and thedoubting dealers, will eventually relent: The power of the market will change their mind.
Painter先生認(rèn)為這個網(wǎng)站的成功，最終會使本田和一些質(zhì)疑的經(jīng)銷商改變態(tài)度，他說 市場的力量會改變他們的想法 。
However, several states regulators are looking into whether the website breaches their laws.
然而已經(jīng)有好幾個州的監(jiān)管官員在調(diào)查該網(wǎng)站是否有違法嫌疑，一些州嚴(yán)禁 指向性營銷 。
Some states specifically ban bird-dogging -taking commission for introducing a sale.
然而已經(jīng)有好幾個州的監(jiān)管官員在調(diào)查該網(wǎng)站是否有違法嫌疑，一些州嚴(yán)禁 指向性營銷 。
Some also ban using the word invoice in car ads, regarding it as potentially misleading.
一些州則認(rèn)為在車輛廣告中使用 發(fā)票 的字樣有潛在誤導(dǎo)性而禁止此行為。
Colorado s regulator has warned dealers there that they will be held responsible for anyrule-breaking in their TrueCar quotes.
科羅拉多州的監(jiān)管官員警告當(dāng)?shù)亟?jīng)銷商，將為在TrueCar上銷售過程中可能產(chǎn)生的違規(guī)負(fù)責(zé)。
TrueCar says it will shortly make changes to its website to satisfy the regulators concerns.
TrueCar表示很快會調(diào)整網(wǎng)站內(nèi)容以符合監(jiān)管規(guī)定。
In September TrueCar raised $245m for expansion. On January 1st it began an exclusivetie-up with Yahoo! to provide car-buying services.
11年9月TrueCar籌措2.45億美元用于網(wǎng)站擴(kuò)張，12年1月1日它開始為雅虎提供獨(dú)家汽車銷售服務(wù)。
It also provides such services for consumer groups such as the American AutomobileAssociation and the United Services Automobile Association.
另外還為一些消費(fèi)群提供該項(xiàng)服務(wù)，如美國汽車行業(yè)協(xié)會，聯(lián)合服務(wù)汽車行業(yè)協(xié)會。
It could look forward to a large slice of the $6 billion a year American car dealers spend onadvertising-if it can convince both regulators and dealers that it is operating within the law.
TrueCar預(yù)計，如果能讓監(jiān)管部門和經(jīng)銷商相信其經(jīng)營合法，那么它就有望從美國汽車經(jīng)銷商每年支付的60億美元廣告費(fèi)用中分一杯羹
