2023年，我国制造业总规模接近40万亿，连续14年位居全球第一，其中汽车出口量也首次位居全球第一。

不过，奇瑞汽车尹同跃发出警告，提醒中国汽车不能忘记中国摩托车出海的历史悲剧。这到底是怎么回事呢？

1. 尹同跃敲响警钟

对中国汽车行业来说，2023年堪称一个丰收大年。

中汽协数据显示，2023年我国汽车产销3016.1万辆和3009.4万辆，同比分别增长11.6%和12%，产销量都创历史新高，连续15年成为全球最大汽车市场。

令人欣喜的是，乘着新能源汽车东风，中国汽车出口量从2020年的不到100万辆，连续翻番增至2023年的491万辆，逐年分别超越韩国、德国、日本，首次成为全球第一汽车出口国。

对此，自主品牌老大哥奇瑞汽车的掌舵人尹同跃，近日肯定了中国汽车过去一年取得的辉煌成绩，但同时他认为中国汽车品牌在海外的心智、印象实际上是模糊的，还有很远的路要走。

一定要先稳住口碑，再稳住销量。如果中国车企都只单纯追求量，结果可能就是“大而不强”，多大的量也不是汽车强国的标志。

尹同跃语重心长地敲响警钟，呼吁中国车企“不要忘记摩托车的教训”，中国汽车出口千万不能重演那段历史悲剧。

2. 摩托车出海悲剧

因为地貌地形、生活习惯等原因，东南亚人民出行更喜欢选择便捷灵活的摩托车，这里堪称全球最大的摩托车市场。

上世纪90年年代，日本摩托车垄断了东南亚市场，市占率一度高达98%，大街小巷跑的基本上都是本田、铃木、雅马哈等日本品牌摩托车。

从1997年中国嘉陵摩托车率先打开越南市场开始，随后力帆、隆鑫等诸多中国摩托车企业，逐渐大力进军东南亚市场，掀起了一股南下热潮，国产摩托车出口量急速飙升。

凭借着超高的性价比等优势，中国摩托车风靡多个东南亚国家。

短短几年时间，中国摩托车就占据了东南亚超80%的市场份额，将日本摩托车挤出越南等东南亚市场，这里成了中国摩托车的天下。

可惜好景不长，到2002年，中国摩托车出口大幅缩水，抢占的东南亚市场得而复失，这里又被日本摩托车攻占。

2016年左右，中国摩托车在东南亚的市占率降至5%，而今更是降至1%。

3. 汽车要吸取教训

中国摩托车为何败退东南亚？

因为中国摩托车企业沉溺在“价格屠夫”的虚幻中，大打价格战，在极度内卷中自相残杀，以至于“国产摩托车如果论斤卖，还不如排骨的价格高”！

残酷价格战，一方面压缩了自身利润空间，每辆摩托车出口平均利润，从早期的一两千元，降至2002年的30元。

另一方面，影响企业正常研发投入，进而导致产品质量、售后服务越来越差，最终口碑坍塌，失去了人心，丢失了市场。

相对于日本摩托车企业，中国摩托车企业在产品和技术处于劣势。初期，通过低价来争夺市场，这属于正常的商业竞争策略，本来也无可厚非。

但是中国摩托车企业一直津津乐道“价格屠夫”的称号，且一味热衷打价格战的“内卷”“内斗”。

它们忘记甚至不愿意从长远出发，而补上出发时落下的那一课，不从技术研发、产品质量、售后服务等方面下功夫。

如此一来，通过低价走捷径短期内赢得的城池阵地，最终就逃不脱败走麦城的命运。

国产摩托车出海梦断东南亚的历史悲剧，令人唏嘘并发人深思。对于今天大举出海的中国汽车来说，这无异于一个振聋发聩的警钟。

国产汽车出海越来越来越好，同样也在日系车后花园——东南亚市场开疆拓土。

这得之不易的成绩令人欣喜，但是我们需要尹同跃这样的汽车老兵时时提醒，经常敲响国产摩托这样的警钟。

如果只靠低价，而忽视了技术、质量、售后等，中国汽车注定走不远。希望国产汽车从国产摩托的悲剧中吸取教训，在出海道路上越走越远、越走越稳。

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