<p>几乎正好一年前，大众汽车决定，从 2026 年 1 月起，面向私人客户的电池电动汽车（BEV）将在德国和其他几个市场恢复传统的经销商模式——至少对于大众乘用车品牌而言。对于其他品牌和市场，这些品牌和市场在推出基于 MEB 的电动汽车时也采用了代理销售模式，审查仍在进行中。</p>
<p>现在已确认，大众品牌将在所有市场恢复经销商模式。“我们依赖于经销商的创业能力——这无法被任何模式所替代，” 大众品牌销售总监马丁·桑德（Martin Sander）在接受《汉堡商报》采访时表示。“因此，作为大众品牌，我们决定在整个欧洲结束电动汽车的代理模式。” 不过，桑德补充说，代理模式将继续适用于车队客户，因为 “这一模式在这一业务中多年来证明是成功的。” 大众高管没有提供过渡的具体时间表。</p>
<p>在代理模式下，当地经销商不再是客户的合同伙伴，而仅仅充当 “中介代理”。作为这一角色，经销商每辆车获得预定的费用，而客户则直接向大众下订单。制造商旨在利用直接销售的优势——例如直接与客户接触——同时保留其广泛的经销商网络。在这一模式下，大众还承担了财务风险。</p>
<p>对于经销商而言，这意味着他们不再控制自己的利润，因为价格和中介费用都是提前固定的。这不仅严重限制了他们在销售讨论中的谈判灵活性，还意味着销售一辆电池电动汽车有时通过佣金获得的利润低于在经销商模式下销售一辆内燃机（ICE）汽车的利润。“内燃机汽车在经销商模式下与电动汽车在代理模式下的共存给所有相关方带来了不必要的复杂性，” 桑德表示。</p>
<p>2020 年引入代理模式是大众的一项大胆举措，因为这涉及到改变一个长期建立的销售模式。这里的明确灵感来自特斯拉，特斯拉至今仅通过直接销售来营销其车辆。然而，特斯拉能够从零开始建立其销售网络，而不必强迫现有的经销商合作伙伴进入新模式。尽管如此，由大众推动的代理模式已成为汽车行业的一种趋势。</p>
<p>大众自己甚至计划将代理模式扩展到内燃机汽车的销售。这现在将不再发生，该项目可以被视为失败。大众并不是唯一一个做出这一逆转的公司：捷豹路虎（JLR）已停止在英国引入代理模式，而福特也在撤回其计划，并打算花更多时间。</p>
<p>handelsblatt.com</p>

大众汽车(ADR)

大众(ADR)

<p>大众汽车将停止在欧洲针对私人客户的代理销售模式，恢复电动车的传统经销商模式。代理模式将继续适用于车队客户。此决定由大众汽车销售总监马丁·桑德确认，旨在利用经销商的创业优势。过渡时间表尚未明确</p>

<p>Almost exactly a year ago, VW decided that, from January 2026, battery-electric vehicles (BEVs) for private customers would return to the traditional dealer model in Germany and several other markets—at least for the Volkswagen Passenger Cars brand. For other brands and markets that had also adopted the agency sales model with the launch of MEB-based electric vehicles, the review was still ongoing.</p>
<div class="lb-trans"><p>几乎正好一年前，大众汽车决定，从 2026 年 1 月起，面向私人客户的电池电动汽车（BEV）将在德国和其他几个市场恢复传统的经销商模式——至少对于大众乘用车品牌而言。对于其他品牌和市场，这些品牌和市场在推出基于 MEB 的电动汽车时也采用了代理销售模式，审查仍在进行中。</p>
</div><p>It has now been confirmed that the Volkswagen brand will revert to the dealer model in all markets. “We rely on the entrepreneurial strength of our dealers—this cannot be replaced by any model,” Martin Sander, Sales Director for the Volkswagen brand, told <em>Handelsblatt</em>. “That is why, as the Volkswagen brand, we have decided to end the agency model for the sale of electric vehicles across Europe.” The agency model will, however, remain in place for fleet customers, as it has “proven successful in this business for years,” Sander added. No specific timeline for the transition was provided by the VW executive.</p>
<div class="lb-trans"><p>现在已确认，大众品牌将在所有市场恢复经销商模式。“我们依赖于经销商的创业能力——这无法被任何模式所替代，” 大众品牌销售总监马丁·桑德（Martin Sander）在接受《汉堡商报》采访时表示。“因此，作为大众品牌，我们决定在整个欧洲结束电动汽车的代理模式。” 不过，桑德补充说，代理模式将继续适用于车队客户，因为 “这一模式在这一业务中多年来证明是成功的。” 大众高管没有提供过渡的具体时间表。</p>
</div><p>Under the agency model, the local dealer was no longer the customer’s contractual partner but acted merely as an ‘intermediary agent.’ For this role, dealers received a predetermined fee per vehicle, while the customer officially placed their order directly with VW. The manufacturer aimed to leverage the benefits of direct sales—such as direct customer contact—while retaining its extensive dealer network. VW also assumed the financial risk in this model.</p>
<div class="lb-trans"><p>在代理模式下，当地经销商不再是客户的合同伙伴，而仅仅充当 “中介代理”。作为这一角色，经销商每辆车获得预定的费用，而客户则直接向大众下订单。制造商旨在利用直接销售的优势——例如直接与客户接触——同时保留其广泛的经销商网络。在这一模式下，大众还承担了财务风险。</p>
</div><p>For dealers, this meant they no longer had control over their profits, as prices and the intermediary fee were fixed in advance. This not only severely limited their negotiating flexibility during sales discussions but also meant that selling a battery-electric vehicle sometimes generated less profit through the commission than selling an internal combustion engine (ICE) vehicle under the dealer model. “The coexistence of ICE vehicles under the dealer model and electric vehicles under the agency model created unnecessary complexity for all parties involved,” Sander stated.</p>
<div class="lb-trans"><p>对于经销商而言，这意味着他们不再控制自己的利润，因为价格和中介费用都是提前固定的。这不仅严重限制了他们在销售讨论中的谈判灵活性，还意味着销售一辆电池电动汽车有时通过佣金获得的利润低于在经销商模式下销售一辆内燃机（ICE）汽车的利润。“内燃机汽车在经销商模式下与电动汽车在代理模式下的共存给所有相关方带来了不必要的复杂性，” 桑德表示。</p>
</div><p>The introduction of the agency model in 2020 was a bold move by VW, as it involved changing a long-established sales model. The clear inspiration here was Tesla, which to this day markets its vehicles exclusively through direct sales. However, Tesla was able to build its sales network from scratch and did not have to force existing dealer partners into the new model. Nevertheless, the agency model—driven by VW—has become a trend in the automotive industry.</p>
<div class="lb-trans"><p>2020 年引入代理模式是大众的一项大胆举措，因为这涉及到改变一个长期建立的销售模式。这里的明确灵感来自特斯拉，特斯拉至今仅通过直接销售来营销其车辆。然而，特斯拉能够从零开始建立其销售网络，而不必强迫现有的经销商合作伙伴进入新模式。尽管如此，由大众推动的代理模式已成为汽车行业的一种趋势。</p>
</div><p>VW itself had even planned to extend the agency model to the sale of ICE vehicles. This will now no longer happen, and the project can be considered a failure. VW is not alone in this reversal: JLR has halted the introduction of the agency model in the UK, while Ford is also stepping back from its plans and intends to take more time.</p>
<div class="lb-trans"><p>大众自己甚至计划将代理模式扩展到内燃机汽车的销售。这现在将不再发生，该项目可以被视为失败。大众并不是唯一一个做出这一逆转的公司：捷豹路虎（JLR）已停止在英国引入代理模式，而福特也在撤回其计划，并打算花更多时间。</p>
</div><p>handelsblatt.com</p>
<div class="lb-trans"><p>handelsblatt.com</p>
</div>

大众汽车 (ADR) 在整个欧洲放弃了代理模式