<p>你是否曾希望能在亚马逊上直接购买一辆新车？没有？好吧，<strong>亚马逊</strong>（AMZN 2.40%）希望如果是这样，它能改变你的想法。如果你曾在其网站上想过，“为什么不卖车呢？” 那么你可能会高兴地得知这即将成为现实。</p>
<p>亚马逊正在试点一个新的项目，在其平台上销售汽车，简单地称为亚马逊汽车。这将成为电子商务巨头的游戏规则改变者，还是一次巨大的失败？</p>
<h2>亚马逊汽车能为亚马逊做什么</h2>
<p>亚马逊几乎销售了你想要购买的所有商品，除了汽车和房屋。这类交易并不符合典型的电子商务模式。但亚马逊开发了一种创新的方法，使在线购车变得简单，并希望通过其新业务进一步颠覆汽车经销商行业。房屋的销售可能也不会太遥远。</p>
<p>已经有公司在线销售汽车，如 <strong>Carvana</strong> 和 <strong>CarMax</strong>。亚马逊的做法略有不同，它充当中介或购买平台，而不是买家或转售商。该汽车项目与当地的知名经销商合作，而不是销售直接送到你家门口的商品。它正在与汽车制造商 <strong>现代汽车</strong> 在 48 个州独家试点该项目，但已经在为 <strong>宝马</strong> 和 <strong>日产</strong> 建立能力。</p>
<p>这本质上是一个 “在线购买，店内提货” 的概念，只是与经销商而不是零售商合作。亚马逊为潜在买家提供了他们所需的所有车辆和交易细节，并根据他们输入的数据（如信用评分、首付款和贷款期限）提供即时融资计算。它还给人们提供了将当前汽车出售给经销商并将所得款项用于新车价格的选项。它根据车辆的状况和年龄等数据提供快速报价。</p>
<p>这种模式对亚马逊的一个主要好处是，它不需要投资于可能影响现金流的昂贵商品。这只是亚马逊利用其已有资产和系统创造另一收入来源的另一种方式。对于当地经销商来说，这是一个接触数百万可能想买车但希望避免访问经销商时的一些缺点（如强势推销员）的客户的机会。对于买家来说，优势在于使用方便和透明定价。</p>
<p>亚马逊的金融合作伙伴是现代汽车金融。许多汽车金融公司现在与人工智能（AI）信用平台如 <strong>Upstart Holdings</strong> 或 <strong>Pagaya Technologies</strong> 合作，但在这种情况下，没有列出任何信用合作伙伴的名称。</p>
<p>虽然汽车不是亚马逊可以运输的产品，但整体方法无疑在其擅长的领域。它旨在借助大数据和人工智能（AI）简化购车流程，消除传统模式的复杂性，同时应用亚马逊式的销售方式。</p>
<p>汽车市场庞大：仅去年美国就售出了超过 300 万辆汽车。如果亚马逊能够获得一部分业务，这可能会为其收入增加一个重要的新来源。凭借其平台模式，这也可能成为一个盈利的来源。</p>
<h2>为什么亚马逊汽车可能会失败</h2>
<p>在线购买汽车需要一定的信任。亚马逊提供了所有规格，并且有虚拟展厅。但你不会去试驾你所购买的实际汽车，甚至连同款车型也不会。你将在线完成交易，然后去取钥匙。</p>
<p>尽管像这样的项目几年前可能还不成熟，但电子商务在这一点上已经留下了足够的印记，这可能是可行的。似乎一些消费者会觉得，他们可以根据在线可获得的无数视频和评论来评估是否想要某辆车，而与去经销商处花费的时间相比，他们可能会选择这种方式。由于其他公司已经在这一领域开辟了先河，亚马逊可以借鉴他们的经验，创造自己的最佳实践，使其在现有的亚马逊平台上运作。</p>
<p>我认为对于公司来说，唯一的真正缺点是，如果该项目没有获得足够的关注，最终可能不得不关闭。对于亚马逊来说，这并不是第一次失败。（还记得 Fire Phone 吗？我也不记得。）当这家科技巨头的某个项目失败时，它只需重新振作，继续下一个项目。</p>
<p>即使它成功，亚马逊汽车也可能需要时间才能获得作为可信替代购车方式的动力。这是与现代汽车的试点，但在未来几年，更多汽车制造商将朝着这一模式发展，因为客户会接受它。</p>
<p>即使今天还不是这样，事实是这一项目的启动表明汽车销售正朝着这个方向发展。亚马逊正在以其商标进行在线汽车销售，这可能是公司改变人们购买商品方式并从这一转变中受益的另一种方式。</p>

亚马逊

<p>亚马逊正在试点一个名为 Amazon Autos 的新项目，允许客户通过当地经销商在线购买汽车，首个合作品牌为现代汽车。这个创新的方法旨在简化购车流程，并可能为亚马逊提供新的收入来源。然而，这项业务的成功尚不确定，因为在线购车需要信任，并可能并不吸引所有消费者。虽然亚马逊可以利用现有的电子商务实践，但如果该项目未能获得 traction，可能会面临失败的风险，类似于过去一些不成功的举措</p>

<p>Have you ever wished you could just buy a new car on Amazon? No? Well, <strong>Amazon</strong>(AMZN 2.40%) hopes that if that's the case, it can change your mind. And if you have been on its website and thought, &#34;Why not cars, too?&#34;, you may be happy to learn that's about to become a reality.</p>
<div class="lb-trans"><p>你是否曾希望能在亚马逊上直接购买一辆新车？没有？好吧，<strong>亚马逊</strong>（AMZN 2.40%）希望如果是这样，它能改变你的想法。如果你曾在其网站上想过，“为什么不卖车呢？” 那么你可能会高兴地得知这即将成为现实。</p>
</div><p>Amazon is piloting a new program selling cars on its platform, called, simply enough, Amazon Autos. Is this going to be a game-changer for the e-commerce king -- or a huge flop?</p>
<div class="lb-trans"><p>亚马逊正在试点一个新的项目，在其平台上销售汽车，简单地称为亚马逊汽车。这将成为电子商务巨头的游戏规则改变者，还是一次巨大的失败？</p>
</div><h2>What Amazon Autos can do for Amazon</h2>
<div class="lb-trans"><h2>亚马逊汽车能为亚马逊做什么</h2>
</div><p>Amazon already sold almost everything you could want to buy, except for cars and homes. Those kinds of transactions don't fit a typical e-commerce model. But Amazon has developed an innovative approach to make it easy to shop for cars online, and it's hoping to further disrupt the auto dealership segment with its new venture. Homes may be not too far behind.</p>
<div class="lb-trans"><p>亚马逊几乎销售了你想要购买的所有商品，除了汽车和房屋。这类交易并不符合典型的电子商务模式。但亚马逊开发了一种创新的方法，使在线购车变得简单，并希望通过其新业务进一步颠覆汽车经销商行业。房屋的销售可能也不会太遥远。</p>
</div><p>There are already companies selling cars online, like <strong>Carvana</strong> and <strong>CarMax</strong>. Amazon is doing it a bit differently by acting as a middleman, or a buying platform, rather than a buyer or reseller. Instead of selling merchandise that gets delivered to your door, the car program has Amazon working with established local dealerships. It's piloting the program exclusively with carmaker <strong>Hyundai Motor</strong> in 48 states, but it's already setting up capabilities for <strong>BMW</strong> and <strong>Nissan</strong>.</p>
<div class="lb-trans"><p>已经有公司在线销售汽车，如 <strong>Carvana</strong> 和 <strong>CarMax</strong>。亚马逊的做法略有不同，它充当中介或购买平台，而不是买家或转售商。该汽车项目与当地的知名经销商合作，而不是销售直接送到你家门口的商品。它正在与汽车制造商 <strong>现代汽车</strong> 在 48 个州独家试点该项目，但已经在为 <strong>宝马</strong> 和 <strong>日产</strong> 建立能力。</p>
</div><p>It's essentially a &#34;buy online, pickup in store&#34; concept, only with dealerships instead of retailers. Amazon provides would-be buyers with all of the details they need about vehicles and transactions, and gives them instant financing calculations based on data they input such as credit score, down payment, and loan term. It also gives people the option to sell the dealer their current car and put the proceeds toward the price of a new one. It provides quick offers on those cars based on data like the vehicle's condition and age.</p>
<div class="lb-trans"><p>这本质上是一个 “在线购买，店内提货” 的概念，只是与经销商而不是零售商合作。亚马逊为潜在买家提供了他们所需的所有车辆和交易细节，并根据他们输入的数据（如信用评分、首付款和贷款期限）提供即时融资计算。它还给人们提供了将当前汽车出售给经销商并将所得款项用于新车价格的选项。它根据车辆的状况和年龄等数据提供快速报价。</p>
</div><p>One major benefit of this model for Amazon that it doesn't need to invest in costly merchandise that could impact its cash flow. It's just another way for Amazon to use assets and systems it already has to create another revenue stream. For local dealers, it's a way to gain exposure to millions of customers who might be inclined to buy a car but want to avoid some of the downsides of visiting a dealership, like aggressive salesmen. For buyers, the benefit is ease of use and transparent pricing.</p>
<div class="lb-trans"><p>这种模式对亚马逊的一个主要好处是，它不需要投资于可能影响现金流的昂贵商品。这只是亚马逊利用其已有资产和系统创造另一收入来源的另一种方式。对于当地经销商来说，这是一个接触数百万可能想买车但希望避免访问经销商时的一些缺点（如强势推销员）的客户的机会。对于买家来说，优势在于使用方便和透明定价。</p>
</div><p>Amazon's finance partner is Hyundai Motor Finance. Many auto finance companies now work with artificial intelligence (AI) credit platforms like <strong>Upstart Holdings</strong> or <strong>Pagaya Technologies</strong>, but in this case, no credit partner is listed by name.</p>
<div class="lb-trans"><p>亚马逊的金融合作伙伴是现代汽车金融。许多汽车金融公司现在与人工智能（AI）信用平台如 <strong>Upstart Holdings</strong> 或 <strong>Pagaya Technologies</strong> 合作，但在这种情况下，没有列出任何信用合作伙伴的名称。</p>
</div><p>Although cars are not products that Amazon can ship, the overall method here is certainly in its wheelhouse. It aims to simplify the car-buying process with the help of big data and artificial intelligence (AI), cutting out much of the traditional model's complexity while applying an Amazon-style sales approach.</p>
<div class="lb-trans"><p>虽然汽车不是亚马逊可以运输的产品，但整体方法无疑在其擅长的领域。它旨在借助大数据和人工智能（AI）简化购车流程，消除传统模式的复杂性，同时应用亚马逊式的销售方式。</p>
</div><p>The auto market is massive: More than 3 million cars were sold last year in the U.S. alone. If Amazon can get a chunk of that business, it could add a meaningful new source of revenue to its top line. With its platform model, it could be a profitable source, too.</p>
<div class="lb-trans"><p>汽车市场庞大：仅去年美国就售出了超过 300 万辆汽车。如果亚马逊能够获得一部分业务，这可能会为其收入增加一个重要的新来源。凭借其平台模式，这也可能成为一个盈利的来源。</p>
</div><h2>Why Amazon Autos could flop</h2>
<div class="lb-trans"><h2>为什么亚马逊汽车可能会失败</h2>
</div><p>Buying a car online requires a leap of faith. Amazon gives you all the specs, and it has virtual showrooms. But you won't be going for a test drive in the actual car you're buying, nor even one of the same make and model. You'll be making the transaction online and showing up to get the keys.</p>
<div class="lb-trans"><p>在线购买汽车需要一定的信任。亚马逊提供了所有规格，并且有虚拟展厅。但你不会去试驾你所购买的实际汽车，甚至连同款车型也不会。你将在线完成交易，然后去取钥匙。</p>
</div><p>Although a program like this might have made it even a few years ago, e-commerce has made enough of a mark at this point that this is something that could work. It seems likely that some consumers will feel they can make enough of an assessment about whether or not they would want a certain car based on what they can learn from the countless videos and reviews available online, and weighed against the time investment of going down to a dealership and working with a potentially pushy car salesman, they might choose this route instead. Since other companies have already pioneered this space, Amazon can piggyback on their learnings and create its own best practices to make it work within the existing Amazon platform.</p>
<div class="lb-trans"><p>尽管像这样的项目几年前可能还不成熟，但电子商务在这一点上已经留下了足够的印记，这可能是可行的。似乎一些消费者会觉得，他们可以根据在线可获得的无数视频和评论来评估是否想要某辆车，而与去经销商处花费的时间相比，他们可能会选择这种方式。由于其他公司已经在这一领域开辟了先河，亚马逊可以借鉴他们的经验，创造自己的最佳实践，使其在现有的亚马逊平台上运作。</p>
</div><p>I don't see any real downside for the company beyond the possibility that it could eventually have to shutter the program down if it doesn't gain enough traction. It wouldn't be Amazon's first flop. (Remember the Fire Phone? Me neither.) When one of the tech giant's initiatives fails, it just picks itself up and moves on to the next thing.</p>
<div class="lb-trans"><p>我认为对于公司来说，唯一的真正缺点是，如果该项目没有获得足够的关注，最终可能不得不关闭。对于亚马逊来说，这并不是第一次失败。（还记得 Fire Phone 吗？我也不记得。）当这家科技巨头的某个项目失败时，它只需重新振作，继续下一个项目。</p>
</div><p>Even if it does work, it could take time for Amazon Auto to gain momentum as a credible alternative method for buying a car. This is a pilot with Hyundai, but over the next few years, more carmakers will move toward this model as customers embrace it.</p>
<div class="lb-trans"><p>即使它成功，亚马逊汽车也可能需要时间才能获得作为可信替代购车方式的动力。这是与现代汽车的试点，但在未来几年，更多汽车制造商将朝着这一模式发展，因为客户会接受它。</p>
</div><p>Even if it's not today, the fact that this is getting off the ground at all suggests this is where car sales are headed. Amazon is doing online cars with its trademark, and it's likely to be another way the company changes how people buy things and benefits from the shift.</p>
<div class="lb-trans"><p>即使今天还不是这样，事实是这一项目的启动表明汽车销售正朝着这个方向发展。亚马逊正在以其商标进行在线汽车销售，这可能是公司改变人们购买商品方式并从这一转变中受益的另一种方式。</p>
</div>

Is Amazon's Latest Move a Genius Tactic or a Huge Mistake?

- 亚马逊推出新项目 “亚马逊汽车”，计划在线销售汽车。  
- 该项目与本地经销商合作，提供透明定价和融资计算。  
- 若成功，可能为亚马逊带来新的收入来源，改变汽车销售模式。

亚马逊的最新举措是明智之举还是重大失误？