Name: 不如買新車！豐田和本田的二手車為何如此昂貴？ (Why Used Toyotas And Hondas Are So Expensive)
Uploaded: 2024-11-08T21:01:20.000Z
Duration: 13 min 45 s

基礎被動語態

Toyota and Honda, two of the world's biggest automakers, aren't known for making flashy cars or high-end exotics, quite the opposite.

豐田和本田是世界上最大的兩家汽車製造商，但它們並不以製造華而不實的汽車或高端跑車而聞名，恰恰相反。

更多的時候，他們被稱為無聊。

程度副詞

就連本田自己的設計師也是這麼說的。

Akio Toyota, that company's chairman and scion of its founding family, was so frustrated with this he once demanded no more boring cars.

豐田公司董事長兼創始家族的後代豐田章男對此非常不滿，他曾要求不再生產乏味的汽車。

The word boring and the word Lexus would never be used in the same sentence again.

無聊和雷克薩斯這兩個詞再也不會出現在同一個句子裡了。

You know, we were always seeing it sort of pedestrian, right?

你知道，我們總是看到它有點行人，對嗎？

Like you buy a Camry, but, you know, it's not cool.

就像你買了一輛凱美瑞，但你知道，它並不酷。

Despite the image, Toyota and Honda rule the used car lot.

儘管形象不佳，但豐田和本田仍統治著二手車市場。

These two brands and their luxury divisions hold their values better than any other.

這兩個品牌及其奢侈品部門比其他任何品牌都更能體現其價值。

It matters a lot and it is not something that Honda has been able to achieve overnight.

這一點非常重要，而且本田也不是一朝一夕就能做到的。

We want to make sure that they've maintained their value above the rest of the competition.

我們要確保它們在競爭中保持自己的價值。

This relentless pursuit of making sure that we're producing what customers want and they're durable, we stay hyper-focused on that and we don't take that for granted.

我們堅持不懈地追求，確保生產出客戶需要的產品，並且經久耐用。

And on top of it, it's a chaotic time in automotive history with EVs, software, upstart brands and looming Chinese competition.

此外，電動汽車、軟件、新品牌以及迫在眉睫的中國競爭，都讓這一時期成為汽車發展史上的混亂時期。

So why do Toyota and Honda hold their value so well?

那麼，豐田和本田的保值率為何如此之高？

Toyota has topped Kelley Blue Book's best resale value list eight times since 2014, including the last four consecutive years.

自 2014 年以來，豐田汽車八次榮登《凱利藍皮書》最佳轉售價值榜首，其中包括最近連續四年。

Lexus has won the group's award five times. 2024 is its third consecutive.

雷克薩斯已五次獲得該集團的獎項。2024 年是其第三次蟬聯。

雷克薩斯在 J.D. 雜誌的豪華車類別中勝出。

The market tends to have much greater demand than Toyota supplies up front, which keeps resale high, which keeps consumers happy.

市場的需求量往往遠遠大於豐田的前期供應量，這就使得轉售量居高不下，從而讓消費者感到滿意。

Honda is another big winner among mainstream brands.

本田是主流品牌中的另一個大贏家。

它在 J.D. 的比賽中擊敗了日本對手。

Edmunds data shows overall Toyota and Honda are neck and neck, as are their higher end Acura and Lexus brands.

Edmunds 的數據顯示，豐田和本田的整體實力不相上下，其高端品牌謳歌和雷克薩斯也不相上下。

Honda's numbers are impressive, but Toyota's stand apart.

本田的數據令人印象深刻，但豐田的數據卻與眾不同。

It's the biggest automaker in the world, sells many more cars than Honda and has a greater selection.

它是世界上最大的汽車製造商，銷售的汽車比本田多得多，選擇也更多。

For example, Honda doesn't have a full line of pickup trucks.

例如，本田沒有全系列的皮卡車。

Those typically have lackluster resale values as they tend to be heavily incentivized and get beat up by owners.

這些產品的轉售價值通常很低，因為它們往往受到大量獎勵，並被車主肆意踐踏。

In addition, the higher volume means more supply that should drive down prices.

此外，更高的產量意味著更多的供應，這應該會推動價格下降。

Toyota is the number one selling nameplate in the United States automotive industry.

豐田是美國汽車行業銷量第一的品牌。

Chevy, Ford kind of go back and forth between who's number two.

雪佛蘭，福特在誰是二把手之間來來回回。

Toyota, and in a slightly different way rival Honda, have managed to get to this position without relying on some of the strategies other automakers resort to in order to sell cars, which can hurt a brand and drive down resale value.

豐田和競爭對手本田以略微不同的方式成功地取得了這一地位，而沒有依賴其他汽車製造商為銷售汽車而採取的一些策略，因為這些策略會損害品牌並降低汽車的轉售價值。

Automakers do three things to push volume when times are tough.

在困難時期，汽車製造商會做三件事來推動銷量。

If you've ever heard that a car loses 10 percent in the lot, it's because most cars are sold with incentives and the market factors that in when determining what your car is worth.

如果你聽說過汽車在停車場會損失 10%，那是因為大多數汽車在出售時都有優惠，而市場在確定汽車價值時會將優惠因素考慮在內。

When you do trade in your car at the dealership, the dealer is going to give you a price for it that assumes you got some kind of incentive because chances are you have.

當你去車行換車時，車行會給你一個價格，假定你得到了某種獎勵，因為你很可能得到了。

Honda says it spends about 23 percent less than rivals.

本田表示，它比競爭對手少花約 23% 的錢。

From sales and production planning to manufacturing, we work very closely to make sure that we have enough inventory on dealer lots to sell, but not too much.

從銷售、生產規劃到製造，我們緊密合作，確保經銷商地段上有足夠的庫存可供銷售，但又不會太多。

We don't spend a lot of incentive dollars relative to the industry.

與同行業相比，我們花費的獎勵資金並不多。

Then you're going to have higher resale value because the demand that drives the new car side, it's going to drive the used car side.

然後，你就會有更高的轉售價值，因為推動新車方面的需求，也會推動二手車方面的需求。

Fleet sales is essentially bulk sales like to rental companies or the government.

車隊銷售主要是向租賃公司或政府進行批量銷售。

About 14 percent of Toyota's sales are fleet.

豐田約 14% 的銷售額來自車隊。

That's far lower than Ford, Chevrolet and Chrysler.

這一數字遠遠低於福特、雪佛蘭和克萊斯勒。

It's kind of like the incentive, but not quite the same.

這有點像獎勵，但又不完全一樣。

It lowers the transaction price overall of that.

總體而言，這降低了交易價格。

A lot of fleet cars tend to have fewer bells and whistles and their presence in the used market drives the brand's overall resale value down.

很多車隊用車往往沒有那麼多配置和口哨，它們在二手市場上的出現導致品牌的整體轉售價值下降。

Also, your buyer could decide to unload its whole fleet at once.

此外，您的買方可能會決定一次性卸下整個車隊。

Well, that's one of the reasons Tesla's retention values are as low as they they are.

這也是特斯拉保值率如此之低的原因之一。

They can't control that aspect of it because they've sold a big chunk of vehicles into the marketplace.

他們無法控制這一方面，因為他們已經向市場出售了一大批車輛。

Toyota is among the companies with the lowest level of it.

豐田是其中水準最低的公司之一。

Honda, on the other hand, is among the highest.

Leases usually have lower payments than purchases.

It's another tool automakers use to sell more cars.

這是汽車製造商用來銷售更多汽車的另一個工具。

But if you over rely on it, you add more vehicles to the used market when the lease is up.

但如果過度依賴它，租賃期滿後，二手車市場上就會增加更多車輛。

Interesting thing with Toyota is we perhaps don't know how big Toyota could actually be because they are not really doing these sorts of activities to stoke demand artificially in the form of unnatural level of incentives or pushing out production to the fleet channel.

豐田的有趣之處在於，我們也許不知道豐田究竟能做多大，因為他們並沒有真正開展此類活動，以不自然的激勵措施或向車隊管道推送產品的形式人為地刺激需求。

Toyota tends to avoid a lot of these brand destroying activities, even as their number one.

豐田往往會避免很多此類破壞品牌的活動，即使是作為其第一品牌。

This is day's supply, a way of measuring how much inventory a dealer has.

這是每日供應量，是衡量經銷商庫存量的一種方法。

Lower day's supply means cars are selling faster.

日供應量減少意味著汽車銷售速度加快。

The three brands with the lowest numbers, Lexus, Toyota and Honda.

數量最少的三個品牌是雷克薩斯、豐田和本田。

Frankly, it's probably lower than I'm comfortable with.

坦率地說，這個數字可能比我能接受的還要低。

I'd like to have a few more day's supply in stock.

But managing that, not over building also impacts the long term resale value of the products.

但在管理上，不過度建造也會影響產品的長期轉售價值。

Our target is to make sure that the dealers have enough supply on dealer lots to sell in one month.

我們的目標是確保經銷商地段上有足夠的貨源，可以在一個月內售出。

And they're turning their inventory every month.

And that will also go into how we're able to maintain our residual values because we're able to maintain the right mix of inventory, which is not an easy thing to do.

這也會影響到我們如何保持剩餘價值，因為我們能夠保持正確的庫存組合，而這並不是一件容易的事情。

And it's a constant challenge that we work on.

Here's days to turn the number of days it takes to sell a car for a handful of mainstream U.S. brands.

以下是一些美國主流品牌汽車的銷售天數。

Honda is third, barely edged out by Subaru.

本田排在第三位，被斯巴魯勉強超越。

In addition to all this, these companies, especially Toyota, have strong reputations for quality, durability and reliability.

除此之外，這些公司，尤其是豐田公司，在品質、耐用性和可靠性方面享有盛譽。

These three words even form a slogan at Toyota, often abbreviated as QDR.

這三個詞甚至成為豐田的口號，通常縮寫為 QDR。

The culture here is completely different in Toyota.

And I think that's a huge competitive advantage.

我認為這是一個巨大的競爭優勢。

The QDR is the cornerstone, customer satisfaction and focus is the cornerstone.

QDR 是基石，客戶滿意度和關注度是基石。

And we just relentlessly Kaizen, you know the term Kaizen, it's always trying to improve.

我們堅持不懈地進行 Kaizen（改善），你知道 Kaizen（改善）這個詞吧，就是一直努力改進。

Quality and reliability helped it overcome early failures in the U.S. market and win over a skeptical public.

品質和可靠性幫助它克服了早期在美國市場的失敗，並贏得了持懷疑態度的公眾。

We came to the U.S., we built cars that weren't exactly what the U.S. market wanted.

我們來到美國，我們製造的汽車並不完全符合美國市場的需求。

And we had to go back and reengineer our vehicles to make sure that they appealed to consumer tastes here.

我們不得不回頭重新設計我們的車輛，以確保它們符合這裡消費者的口味。

Lexus and Toyota top Consumer Reports reliability ranking, with MINI in third place and Honda and Acura in fourth and fifth.

雷克薩斯和豐田在《消費者報告》可靠性排名中名列前茅，MINI 位列第三，本田和謳歌分列第四和第五。

In 2024, the group began ranking five to 10-year-old used cars, and Toyota and Lexus topped that list, too.

2024 年，該小組開始對 5 至 10 年車齡的二手車進行排名，豐田和雷克薩斯也名列榜首。

The Honda brands don't fare nearly as well in J.D.

本田品牌在 J.D. 的表現則差強人意。

Power's dependability study, but Toyota and Lexus top it.

Power 的可靠性研究，但豐田和雷克薩斯名列前茅。

A lot of consumers are willing to pay more, both for the perception and the reality that a Toyota vehicle is not going to break down.

很多消費者願意支付更高的價格，因為他們認為豐田汽車不會出現故障。

There's examples of people driving their Lexuses and Toyotas well past a million miles.

有人開著自己的雷克薩斯和豐田汽車行駛了超過一百萬英里的例子比比皆是。

It is rare, but those vehicles can certainly go the distance.

這種情況很少見，但這些車輛肯定能跑得很遠。

These automakers are also the number one and number two sellers of hybrids in a market that can't get enough of them.

這些汽車製造商也是混合動力車的頭號和二號銷售商，市場對混合動力車求之不得。