【第一電動(dòng)網(wǎng)】(作者 李媛媛) 特斯拉Model S出人意料地成為一季度北美電動(dòng)車銷量冠軍，不斷飆升的股票也令許多曾質(zhì)疑特斯拉的分析師對(duì)其刮目相看。而奧迪卻不這么認(rèn)為，在這家百年老店看來(lái)，特斯拉獲得的贊譽(yù)”太多了”。

　　5月17日，奧迪公司在其官網(wǎng)上發(fā)布了一則題為《別急著抬高特斯拉》(Not so fast to put Tesla on that particular pedestal)的新聞稿，將Model S與奧迪的銷量進(jìn)行對(duì)比，并稱”這個(gè)品牌(特斯拉)面臨著一系列長(zhǎng)期問(wèn)題?！?不過(guò)，作者發(fā)現(xiàn)，奧迪已于21日刪掉了這篇文章。

　　奧迪撰文”點(diǎn)評(píng)”特斯拉，起因是美國(guó)媒體CNNMoney.com幾天前發(fā)表的一篇稿件————《特斯拉銷量打敗奔馳、寶馬和奧迪》。該稿件將德國(guó)三駕馬車(用奧迪代表大眾)的大名與特斯拉，這家創(chuàng)立僅10年的小企業(yè)并列，甚至聲稱被對(duì)方”打敗”，顯然觸動(dòng)了奧迪的神經(jīng)。

　　于是，奧迪試圖用數(shù)據(jù)證明CNNMoney.com的稿件有誤。奧迪官網(wǎng)文章寫到，”特斯拉Model S 4月售出4750輛，這個(gè)數(shù)字還不足當(dāng)月奧迪北美銷量的一半。今年4月，奧迪在北美售出13157輛，同比上升16%，而寶馬和奔馳賣得更多”。

　　當(dāng)然，奧迪在撰文維護(hù)德系車地位的同時(shí)，坦言”在同等價(jià)位的豪華車中，Model S的銷量的確超過(guò)了其中至少一家品牌的某車型，比如4月賣出1462輛的奧迪A8”。

　　事實(shí)上，由于急于反駁媒體的論斷，奧迪所指數(shù)據(jù)出現(xiàn)了明顯錯(cuò)誤。4750輛是Model S今年一季度的銷量，而非單月銷量，該車4月售出2100輛。也就是說(shuō)，Model S的月銷量不足奧迪的六分之一，想必得知這個(gè)消息，奧迪會(huì)更加自信對(duì)特斯拉的優(yōu)勢(shì)。

　　奧迪也毫不掩飾大品牌的優(yōu)越感，正如其文中所說(shuō)”特斯拉目前只有Model S一個(gè)品牌，而奧迪A8作為奧迪的旗艦車型，只針對(duì)特定消費(fèi)群，與此同時(shí)，奧迪A6、A7和A8的市場(chǎng)需求仍在增長(zhǎng)”。

　　顯然，就銷量和產(chǎn)品類別而言，與奧迪這樣的老品牌相比，特斯拉不過(guò)是起步不錯(cuò)的后來(lái)者，但在電動(dòng)車領(lǐng)域，特斯拉卻是當(dāng)下最受關(guān)注的領(lǐng)跑者。從第一代電動(dòng)超跑Roadster到第二代豪華轎車Model S，特斯拉品牌逐漸為消費(fèi)者和業(yè)內(nèi)所認(rèn)可，根據(jù)第一電動(dòng)網(wǎng)的預(yù)測(cè)，這款車的銷量將在一段時(shí)間內(nèi)繼續(xù)增長(zhǎng)(http://autopag.com/news-19300/)。

　　另一方面，雖然特斯拉一季度已經(jīng)實(shí)現(xiàn)盈利，如不出意外，今年Model S 2.1萬(wàn)輛的銷售目標(biāo)也將如期完成(該車已經(jīng)獲得足夠訂單)，但此后的訂單能否保證特斯拉持續(xù)盈利，仍有諸多不確定因素，這也是奧迪所說(shuō)的”長(zhǎng)期問(wèn)題”。

　　回過(guò)頭來(lái)看CNNMoney.com的報(bào)道，涉及的三家德國(guó)企業(yè)只有奧迪發(fā)文反駁，似乎有據(jù)可循。戴姆勒不但是特斯拉的股東，還采購(gòu)了其生產(chǎn)的電機(jī)，自然不會(huì)提出質(zhì)疑;寶馬i3年內(nèi)將隆重登場(chǎng)，能否與Model S一爭(zhēng)高下，結(jié)果很快就會(huì)揭曉;號(hào)稱”全球最快電動(dòng)車”的奧迪R8 e-tron卻在年初傳出了無(wú)限期推遲投產(chǎn)的消息。

　　聯(lián)想到《鋼鐵俠3》中，駕駛奧迪R8 e-tron的電影主人公卻以特斯拉CEO馬斯克為原型，或許，奧迪的”醋意”早已有之?

　　以下為已刪除的奧迪新聞原稿：

　　Not so fast to put Tesla on that particular pedestal

　　Posted on May 17, 2013 2:38 PM

　　Not so fast

　　Investors, press and a lot of front-runners are enthusing over the progress of Tesla in selling all-electric vehicles, and doing so profitably, when other EV brands are faltering. But some reports are giving Tesla too much credit.

　　A headline on CNNMoney.com this week, for instance, said "Tesla sales beating Mercedes, BMW and Audi."

　　But the fact is that Tesla's reported sales of 4,750 units of its Model S electric car in April were less than half of Audi of America sales of 13,157 vehicles in the month, which represented a 16-percent rise from a year earlier. BMW and Mercedes-Benz sold even more than that.

　　The story's misleading headline came from the fact that Model S did outsell at least one of each of the German luxury brands' models that are in the general price range of the Tesla vehicle. Audi A8 sold 1,462 units in the U.S. in April, for instance.

　　And while Model S is Tesla's only nameplate at this point, the Audi A8 is the brand's flagship model and is aimed at consumers in the most exclusive segment of the market. The demand for premium models including the Audi A6, A7 and A8 is growing but remains just one segment for Audi.

　　The CNNMoney.com story did mention that it wasn't making a "perfect comparison," noting that each of the German brands sells "a full range of cars and SUVs" and that pricing of the Tesla S and the comparison models wasn't apples-to-apples.

　　To be sure, Tesla has been riding a boom in investor and consumer interest based on its apparent ability crack the code for EV sales with its $70,000-and-up Model S.

　　But while Tesla founder and CEO Elon Musk has raised Model S sales estimates for 2013 to 21,000 units, the brand faces a number of long-term issues that also were noted this week by American press.

　　"Tesla has to show it can be consistently profitable with a single product that is priced so high that most buyers can't afford it," as USA Today put it. "There are questions, too, about whether it can keep its order books full, or whether the number of people who crave electric cars is limited."

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