Yes, People Buy Ferraris In A Recession
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Yes, People Buy Ferraris In A Recession
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對那些大富一族來說，眼下可謂是艱難時世。股市走勢蹣跚。信貸市場就像一杯凍結的臺克利雞尾酒。對華爾街獎金的怒火最近成了華盛頓政壇的熱門議題，要求對美國收入金字塔尖上那1%的人加稅的建議也不絕于縷。Ferrari法拉利的限量版Scuderia Spider 16M已經售罄就在這一片慘淡愁云之下，生產超級豪華車（售價超過10萬美元）的廠商們仍然在做著美國夢。是的，他們已經放低了姿態，減少了產量；部分廠商減少了一些營銷活動，例如不再參加大型汽車展。不過，他們并沒有放棄美國市場。實際上，一些人還看到了樂觀的理由，認為需求的復蘇時間會比許多人預計的更早。瑪莎拉蒂(Maserati SpA)北美銷售部門的總裁厄爾博格(Marti Eulberg)說，即使在過去幾周，我們也看到了春天般的樂觀跡象。我們正開始在陳列室中看到這一點。瑪莎拉蒂將不會在下周開幕的紐約汽車展上展示產品。但該公司會邀請潛在顧客來公司在公園大道的陳列室看最新車型Quattroporte GranTurismo S。大眾汽車(Volkswagen AG)旗下的超豪華車品牌賓利(Bentley)計劃今年年底前推出四款新車型：GTC SpeedAzure T彈性燃料車Continental SuperSports以及大型轎車Arnage的終 版。SuperSports可以使用汽油或者生物燃料，將在紐約汽車展上展示。FerrariScuderia Spider 16M的車內布局推出這款彈性燃料的賓利跑車是為了迎合未來可能出現的一種局面，即有能力購買超級豪華車的一部分重要客戶會希望他們購買的是綠色汽車。Tesla Motors Ltd.上周推出了一款售價5萬美元以上電動轎車的樣車，該公司正銷售著一款售價10萬美元的電動跑車。Fisker Automotive正在努力打破該領域的既有模式：即超級價格的汽車就應該配備超大馬力。該公司生產的插電式混合動力跑車KARMA正在接受定金。賓利剛剛在得克薩斯州奧斯汀開了一家新經銷店。賓利北美首席營運長喬治(Christophe George)上周去加州Napa Valley發布了一款配備600馬力12缸發動機的敞篷車GTC Speed。喬治并非對當前市場一無所知。去年賓利全球銷量下滑了24%，美國市場銷量下降了32%。他說，現在預測今年情況還為時過早。但長期來看，還是有銷量潛力的。喬治說，全球資產凈值超過3,000萬美元的富翁有上千萬。現在市場并不是缺少買得起Bentley Continental GT的顧客，我們現在缺乏的只是對市場的信心。法拉利(Ferrari SpA)北美主管帕拉托(Maurizio Parlato)表示，公司對本財年持“保守態度”，他強調了法拉利作為投資產品的價值。他說，我們的車可以保值。你把錢砸進市場，倒是會賠錢。法拉利將在6月份推出一款新車California。帕拉托說，限量版的Scuderia Spider 16M已經售完。法拉利計劃只生產499輛這款510馬力的Scuderia敞篷車。如果你在谷歌(Google)上搜索這輛車，你會看到它的搜索量超過1百萬次。Ferrari從側后角度看限量版Scuderia Spider 16M當然，超級豪華車市場的運行規律和大眾市場有所不同。瑪莎拉蒂法拉利蘭博基尼(Lamborghini)和賓利(Bentley)這些品牌一年的總銷量可能只是福特汽車(Ford Motor Co.)或豐田汽車(Toyota Motor Corp.)經銷商一到兩個業績不佳日子的銷量。大眾市場品牌談的是要和消費者建立聯系。而超級豪華車的高管們卻知道很多顧客的名字。厄爾博格會看瑪莎拉蒂車的銷售文件，以便詳細了解顧客的身份以及付款方式。以瑪莎拉蒂的銷量來說，她的確能做到這點。不管是否出于對未來的擔憂，超級豪華車廠商正開始更多關注基礎性問題，例如銷售二手車等等。賓利的喬治說，公司已經開始提供認證和其他服務，幫助經銷商銷售二手賓利車。他說，二手車對我們來說是個很新的市場。Continental GT推出于2004年，因此市場上二手車還不多。這款車將賓利的美國銷量從2003年的412輛一直推到了2007年3,990輛的最高紀錄。對法拉利來說，經濟下滑的一個好處是縮小了帕拉托和他同事一度必須插手管理的顧客等待名單。他說，現在我們的顧客是真正想擁有法拉利的，而不是只想搶購一輛法拉利，然后倒手轉賣給排在等待名單后面的顧客從中謀利。帕拉托說，他對華爾街獎金風波和金融行業危機并不是太擔心。他說，我們的顧客群并不以這些人為主。這一人群都講究效率，他們會選擇不需要等待的其他品牌。帕拉托說，法拉利的顧客不缺錢。Joseph B. White?本文涉及股票或公司document.write (truthmeter('2009年04月07日13:40', 'TESLA.XX'));Tesla Motors Inc.總部地點：美國document.write (truthmeter('2009年04月07日13:40', 'F.MI'));菲亞特公司英文名稱：Fiat S.p.A.總部地點：意大利(Italy)上市地點：米蘭股票代碼：FIAdocument.write (truthmeter('2009年04月07日13:40', 'FIATY'));Fiat S.p.a. (ads)總部地點：意大利(Italy)上市地點：美國場外交易粉單市場(Pink Sheet)股票代碼：FIATYdocument.write (truthmeter('2009年04月07日13:40', 'VLKAY'));Volkswagen AG (ADS)總部地點：德國上市地點：美國場外交易粉單市場(Pink Sheet)股票代碼：VLKAYdocument.write (truthmeter('2009年04月07日13:40', 'FIAYY'));Fiat S.p.a.總部地點：意大利(Italy)上市地點：美國場外交易粉單市場(Pink Sheet)股票代碼：FIAYYdocument.write (truthmeter('2009年04月07日13:40', 'FIAZY'));Fiat S.p.a.總部地點：意大利(Italy)上市地點：美國場外交易粉單市場(Pink Sheet)股票代碼：FIAZYdocument.write (truthmeter('2009年04月07日13:40', 'VOW.XE'));大眾汽車英文名稱：Volkswagen AG總部地點：德國上市地點：德國證券電子交易平臺股票代碼：VOWG
This is a tough time for the very wealthy. Stocks are seesawing. The credit markets are as liquid as a frozen daiquiri. Rage against big Wall Street bonuses has lately taken up much space on Washington's political menu, right alongside proposals to collect more taxes on the top 1% of the American income pyramid.Despite all this, the makers of ultra-luxury cars -- vehicles priced above $100,000 -- still believe in the American dream. Sure, they have hunkered down and cut production, and some have scaled back certain marketing activities, such as displaying cars at big auto shows. But they aren't giving up on the U.S. market, and, indeed, some see reasons to be optimistic that a recovery in demand could come sooner than some expect.'Even within the last few weeks, we have seen the optimism of spring,' says Marti Eulberg, president of Maserati SpA's North American sales arm. 'We are starting to see that in the showrooms.' Maserati won't have a display at the New York Auto Show next week. But it will invite potential buyers to see its newest model, the Quattroporte GranTurismo S, at its Park Avenue showroom.Bentley, one of the super-luxury brands owned by Volkswagen AG, plans to roll out four new models by the end of this year: A GTC Speed, the Azure T, a flex-fuel model called the Continental SuperSports and a 'Final Series' version of its big, top-of-the-line sedan, the Arnage. The SuperSports, designed to run on either gasoline or biofuels, will be on view at the New York Auto Show.The flex-fuel Bentley is a nod to the possibility that in the future, an important slice of individuals with the means to buy super-luxury cars will want those cars to be green. Tesla Motors Ltd., which sells a $100,000 electric roadster and last week unveiled a prototype for a $50,000-plus electric sedan, and Fisker Automotive, which is soliciting deposits for its hybrid-electric Karma sports car, are pushing hard to break the segment's old formula: that super-sized prices needed to be justified by super-sized horsepower.Bentley just opened a new dealership in Austin, Texas, and Christophe George, Bentley's chief operating officer in North America, was out in Napa Valley last week launching the GTC Speed, a 600-horsepower, 12-cylinder convertible.Mr. George isn't giddy about the current market. Bentley sales last year were down 24% world-wide, and off 32% in the U.S. He says it's too early to make a forecast for this year. But long term, he says, 'the potential for sales is there.''Millions of people have more than $30 million in net worth' world-wide, Mr. George says. What's lacking now isn't the means to buy a Bentley Continental GT, which goes for about $200,000 new, he says. 'What we are currently lacking is confidence in the marketplace.'At Ferrari SpA, North American chief Maurizio Parlato says the company is taking a 'conservative approach' to the current year, and emphasizing Ferrari's value as an investment-grade product. 'Our cars keep their value,' he says. 'You put money in the market, and you have no money.'Ferrari is launching a new model, the California, in June. A limited-edition model called the Scuderia Spider 16M is already sold out, Mr. Parlato says. Ferrari plans to build only 499 of the 510hp Scuderia convertibles. If you Google the car, you'll see it has attracted more than one million searches. Mr. Parlato says Ferrari is flying some of the cars to eager buyers.The super-luxury car market doesn't operate by the same rules as the mass market, of course. All together, brands such as Maserati, Ferrari, Lamborghini and Bentley sell in a year what Ford Motor Co. or Toyota Motor Corp. dealers sell during one or two bad days. Mass-market brands talk about building relationships with customers. The senior executives of ultra-luxury brands know the names of many customers.Ms. Eulberg looks at the paperwork for Maserati deals so she can get a detailed understanding of who her customers are and how they are paying for their cars. At Maserati's sales volumes, she can do that.Worried or not, makers of ultra-expensive cars are starting to pay more attention to bread-and-butter issues, such as marketing pre-owned vehicles that need to be resold.At Bentley, Mr. George says his organization has begun offering warranties and other programs to help its dealers sell second-hand Bentleys. 'This pre-owned market is quite new to us,' he says. The Continental GT -- which drove Bentley's U.S. sales from a mere 412 in 2003 to a peak of 3,990 in 2007 -- was launched in 2004, so there are still relatively few second-hand ones hitting the market.For Ferrari, one benefit of the downturn has been to shrink the waiting lists that Mr. Parlato and his staff once had to manage. 'Now we have people who want to own a Ferrari,' he says, not people who want to snag one and flip it for profit to someone behind them on the list.Mr. Parlato says he's not too worried about the attacks on Wall Street bonuses and the troubles in the financial industry. 'Our customer base is not mainly those people,' he says. 'Those people are quick buyers' who favor other brands that don't require a waiting list.'Our people,' Mr. Parlato says, 'have serious money.'Joseph B. White
This is a tough time for the very wealthy. Stocks are seesawing. The credit markets are as liquid as a frozen daiquiri. Rage against big Wall Street bonuses has lately taken up much space on Washington's political menu, right alongside proposals to collect more taxes on the top 1% of the American income pyramid.Despite all this, the makers of ultra-luxury cars -- vehicles priced above $100,000 -- still believe in the American dream. Sure, they have hunkered down and cut production, and some have scaled back certain marketing activities, such as displaying cars at big auto shows. But they aren't giving up on the U.S. market, and, indeed, some see reasons to be optimistic that a recovery in demand could come sooner than some expect.'Even within the last few weeks, we have seen the optimism of spring,' says Marti Eulberg, president of Maserati SpA's North American sales arm. 'We are starting to see that in the showrooms.' Maserati won't have a display at the New York Auto Show next week. But it will invite potential buyers to see its newest model, the Quattroporte GranTurismo S, at its Park Avenue showroom.Bentley, one of the super-luxury brands owned by Volkswagen AG, plans to roll out four new models by the end of this year: A GTC Speed, the Azure T, a flex-fuel model called the Continental SuperSports and a 'Final Series' version of its big, top-of-the-line sedan, the Arnage. The SuperSports, designed to run on either gasoline or biofuels, will be on view at the New York Auto Show.The flex-fuel Bentley is a nod to the possibility that in the future, an important slice of individuals with the means to buy super-luxury cars will want those cars to be green. Tesla Motors Ltd., which sells a $100,000 electric roadster and last week unveiled a prototype for a $50,000-plus electric sedan, and Fisker Automotive, which is soliciting deposits for its hybrid-electric Karma sports car, are pushing hard to break the segment's old formula: that super-sized prices needed to be justified by super-sized horsepower.Bentley just opened a new dealership in Austin, Texas, and Christophe George, Bentley's chief operating officer in North America, was out in Napa Valley last week launching the GTC Speed, a 600-horsepower, 12-cylinder convertible.Mr. George isn't giddy about the current market. Bentley sales last year were down 24% world-wide, and off 32% in the U.S. He says it's too early to make a forecast for this year. But long term, he says, 'the potential for sales is there.''Millions of people have more than $30 million in net worth' world-wide, Mr. George says. What's lacking now isn't the means to buy a Bentley Continental GT, which goes for about $200,000 new, he says. 'What we are currently lacking is confidence in the marketplace.'At Ferrari SpA, North American chief Maurizio Parlato says the company is taking a 'conservative approach' to the current year, and emphasizing Ferrari's value as an investment-grade product. 'Our cars keep their value,' he says. 'You put money in the market, and you have no money.'Ferrari is launching a new model, the California, in June. A limited-edition model called the Scuderia Spider 16M is already sold out, Mr. Parlato says. Ferrari plans to build only 499 of the 510hp Scuderia convertibles. If you Google the car, you'll see it has attracted more than one million searches. Mr. Parlato says Ferrari is flying some of the cars to eager buyers.The super-luxury car market doesn't operate by the same rules as the mass market, of course. All together, brands such as Maserati, Ferrari, Lamborghini and Bentley sell in a year what Ford Motor Co. or Toyota Motor Corp. dealers sell during one or two bad days. Mass-market brands talk about building relationships with customers. The senior executives of ultra-luxury brands know the names of many customers.Ms. Eulberg looks at the paperwork for Maserati deals so she can get a detailed understanding of who her customers are and how they are paying for their cars. At Maserati's sales volumes, she can do that.Worried or not, makers of ultra-expensive cars are starting to pay more attention to bread-and-butter issues, such as marketing pre-owned vehicles that need to be resold.At Bentley, Mr. George says his organization has begun offering warranties and other programs to help its dealers sell second-hand Bentleys. 'This pre-owned market is quite new to us,' he says. The Continental GT -- which drove Bentley's U.S. sales from a mere 412 in 2003 to a peak of 3,990 in 2007 -- was launched in 2004, so there are still relatively few second-hand ones hitting the market.For Ferrari, one benefit of the downturn has been to shrink the waiting lists that Mr. Parlato and his staff once had to manage. 'Now we have people who want to own a Ferrari,' he says, not people who want to snag one and flip it for profit to someone behind them on the list.Mr. Parlato says he's not too worried about the attacks on Wall Street bonuses and the troubles in the financial industry. 'Our customer base is not mainly those people,' he says. 'Those people are quick buyers' who favor other brands that don't require a waiting list.'Our people,' Mr. Parlato says, 'have serious money.'Joseph B. White
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