<p>你是否曾希望能在亞馬遜上直接購買一輛新車？沒有？好吧，<strong>亞馬遜</strong>（AMZN 2.40%）希望如果是這樣，它能改變你的想法。如果你曾在其網站上想過，“為什麼不賣車呢？” 那麼你可能會高興地得知這即將成為現實。</p>
<p>亞馬遜正在試點一個新的項目，在其平台上銷售汽車，簡單地稱為亞馬遜汽車。這將成為電子商務巨頭的遊戲規則改變者，還是一次巨大的失敗？</p>
<h2>亞馬遜汽車能為亞馬遜做什麼</h2>
<p>亞馬遜幾乎銷售了你想要購買的所有商品，除了汽車和房屋。這類交易並不符合典型的電子商務模式。但亞馬遜開發了一種創新的方法，使在線購車變得簡單，並希望通過其新業務進一步顛覆汽車經銷商行業。房屋的銷售可能也不會太遙遠。</p>
<p>已經有公司在線銷售汽車，如 <strong>Carvana</strong> 和 <strong>CarMax</strong>。亞馬遜的做法略有不同，它充當中介或購買平台，而不是買家或轉售商。該汽車項目與當地的知名經銷商合作，而不是銷售直接送到你家門口的商品。它正在與汽車製造商 <strong>現代汽車</strong> 在 48 個州獨家試點該項目，但已經在為 <strong>寶馬</strong> 和 <strong>日產</strong> 建立能力。</p>
<p>這本質上是一個 “在線購買，店內提貨” 的概念，只是與經銷商而不是零售商合作。亞馬遜為潛在買家提供了他們所需的所有車輛和交易細節，並根據他們輸入的數據（如信用評分、首付款和貸款期限）提供即時融資計算。它還給人們提供了將當前汽車出售給經銷商並將所得款項用於新車價格的選項。它根據車輛的狀況和年齡等數據提供快速報價。</p>
<p>這種模式對亞馬遜的一個主要好處是，它不需要投資於可能影響現金流的昂貴商品。這只是亞馬遜利用其已有資產和系統創造另一收入來源的另一種方式。對於當地經銷商來説，這是一個接觸數百萬可能想買車但希望避免訪問經銷商時的一些缺點（如強勢推銷員）的客户的機會。對於買家來説，優勢在於使用方便和透明定價。</p>
<p>亞馬遜的金融合作夥伴是現代汽車金融。許多汽車金融公司現在與人工智能（AI）信用平台如 <strong>Upstart Holdings</strong> 或 <strong>Pagaya Technologies</strong> 合作，但在這種情況下，沒有列出任何信用合作夥伴的名稱。</p>
<p>雖然汽車不是亞馬遜可以運輸的產品，但整體方法無疑在其擅長的領域。它旨在藉助大數據和人工智能（AI）簡化購車流程，消除傳統模式的複雜性，同時應用亞馬遜式的銷售方式。</p>
<p>汽車市場龐大：僅去年美國就售出了超過 300 萬輛汽車。如果亞馬遜能夠獲得一部分業務，這可能會為其收入增加一個重要的新來源。憑藉其平台模式，這也可能成為一個盈利的來源。</p>
<h2>為什麼亞馬遜汽車可能會失敗</h2>
<p>在線購買汽車需要一定的信任。亞馬遜提供了所有規格，並且有虛擬展廳。但你不會去試駕你所購買的實際汽車，甚至連同款車型也不會。你將在線完成交易，然後去取鑰匙。</p>
<p>儘管像這樣的項目幾年前可能還不成熟，但電子商務在這一點上已經留下了足夠的印記，這可能是可行的。似乎一些消費者會覺得，他們可以根據在線可獲得的無數視頻和評論來評估是否想要某輛車，而與去經銷商處花費的時間相比，他們可能會選擇這種方式。由於其他公司已經在這一領域開闢了先河，亞馬遜可以借鑑他們的經驗，創造自己的最佳實踐，使其在現有的亞馬遜平台上運作。</p>
<p>我認為對於公司來説，唯一的真正缺點是，如果該項目沒有獲得足夠的關注，最終可能不得不關閉。對於亞馬遜來説，這並不是第一次失敗。（還記得 Fire Phone 嗎？我也不記得。）當這家科技巨頭的某個項目失敗時，它只需重新振作，繼續下一個項目。</p>
<p>即使它成功，亞馬遜汽車也可能需要時間才能獲得作為可信替代購車方式的動力。這是與現代汽車的試點，但在未來幾年，更多汽車製造商將朝着這一模式發展，因為客户會接受它。</p>
<p>即使今天還不是這樣，事實是這一項目的啓動表明汽車銷售正朝着這個方向發展。亞馬遜正在以其商標進行在線汽車銷售，這可能是公司改變人們購買商品方式並從這一轉變中受益的另一種方式。</p>

亞馬遜

<p>亞馬遜正在試點一個名為 Amazon Autos 的新項目，允許客户通過當地經銷商在線購買汽車，首個合作品牌為現代汽車。這個創新的方法旨在簡化購車流程，並可能為亞馬遜提供新的收入來源。然而，這項業務的成功尚不確定，因為在線購車需要信任，並可能並不吸引所有消費者。雖然亞馬遜可以利用現有的電子商務實踐，但如果該項目未能獲得 traction，可能會面臨失敗的風險，類似於過去一些不成功的舉措</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>你是否曾希望能在亞馬遜上直接購買一輛新車？沒有？好吧，<strong>亞馬遜</strong>（AMZN 2.40%）希望如果是這樣，它能改變你的想法。如果你曾在其網站上想過，“為什麼不賣車呢？” 那麼你可能會高興地得知這即將成為現實。</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>亞馬遜正在試點一個新的項目，在其平台上銷售汽車，簡單地稱為亞馬遜汽車。這將成為電子商務巨頭的遊戲規則改變者，還是一次巨大的失敗？</p>
</div><h2>What Amazon Autos can do for Amazon</h2>
<div class="lb-trans"><h2>亞馬遜汽車能為亞馬遜做什麼</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>亞馬遜幾乎銷售了你想要購買的所有商品，除了汽車和房屋。這類交易並不符合典型的電子商務模式。但亞馬遜開發了一種創新的方法，使在線購車變得簡單，並希望通過其新業務進一步顛覆汽車經銷商行業。房屋的銷售可能也不會太遙遠。</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>已經有公司在線銷售汽車，如 <strong>Carvana</strong> 和 <strong>CarMax</strong>。亞馬遜的做法略有不同，它充當中介或購買平台，而不是買家或轉售商。該汽車項目與當地的知名經銷商合作，而不是銷售直接送到你家門口的商品。它正在與汽車製造商 <strong>現代汽車</strong> 在 48 個州獨家試點該項目，但已經在為 <strong>寶馬</strong> 和 <strong>日產</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>這本質上是一個 “在線購買，店內提貨” 的概念，只是與經銷商而不是零售商合作。亞馬遜為潛在買家提供了他們所需的所有車輛和交易細節，並根據他們輸入的數據（如信用評分、首付款和貸款期限）提供即時融資計算。它還給人們提供了將當前汽車出售給經銷商並將所得款項用於新車價格的選項。它根據車輛的狀況和年齡等數據提供快速報價。</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>這種模式對亞馬遜的一個主要好處是，它不需要投資於可能影響現金流的昂貴商品。這只是亞馬遜利用其已有資產和系統創造另一收入來源的另一種方式。對於當地經銷商來説，這是一個接觸數百萬可能想買車但希望避免訪問經銷商時的一些缺點（如強勢推銷員）的客户的機會。對於買家來説，優勢在於使用方便和透明定價。</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>亞馬遜的金融合作夥伴是現代汽車金融。許多汽車金融公司現在與人工智能（AI）信用平台如 <strong>Upstart Holdings</strong> 或 <strong>Pagaya Technologies</strong> 合作，但在這種情況下，沒有列出任何信用合作夥伴的名稱。</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>雖然汽車不是亞馬遜可以運輸的產品，但整體方法無疑在其擅長的領域。它旨在藉助大數據和人工智能（AI）簡化購車流程，消除傳統模式的複雜性，同時應用亞馬遜式的銷售方式。</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>汽車市場龐大：僅去年美國就售出了超過 300 萬輛汽車。如果亞馬遜能夠獲得一部分業務，這可能會為其收入增加一個重要的新來源。憑藉其平台模式，這也可能成為一個盈利的來源。</p>
</div><h2>Why Amazon Autos could flop</h2>
<div class="lb-trans"><h2>為什麼亞馬遜汽車可能會失敗</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>在線購買汽車需要一定的信任。亞馬遜提供了所有規格，並且有虛擬展廳。但你不會去試駕你所購買的實際汽車，甚至連同款車型也不會。你將在線完成交易，然後去取鑰匙。</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>儘管像這樣的項目幾年前可能還不成熟，但電子商務在這一點上已經留下了足夠的印記，這可能是可行的。似乎一些消費者會覺得，他們可以根據在線可獲得的無數視頻和評論來評估是否想要某輛車，而與去經銷商處花費的時間相比，他們可能會選擇這種方式。由於其他公司已經在這一領域開闢了先河，亞馬遜可以借鑑他們的經驗，創造自己的最佳實踐，使其在現有的亞馬遜平台上運作。</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>我認為對於公司來説，唯一的真正缺點是，如果該項目沒有獲得足夠的關注，最終可能不得不關閉。對於亞馬遜來説，這並不是第一次失敗。（還記得 Fire Phone 嗎？我也不記得。）當這家科技巨頭的某個項目失敗時，它只需重新振作，繼續下一個項目。</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，亞馬遜汽車也可能需要時間才能獲得作為可信替代購車方式的動力。這是與現代汽車的試點，但在未來幾年，更多汽車製造商將朝着這一模式發展，因為客户會接受它。</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>即使今天還不是這樣，事實是這一項目的啓動表明汽車銷售正朝着這個方向發展。亞馬遜正在以其商標進行在線汽車銷售，這可能是公司改變人們購買商品方式並從這一轉變中受益的另一種方式。</p>
</div>

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

- 亞馬遜推出新項目 “亞馬遜汽車”，計劃在線銷售汽車。  
- 該項目與本地經銷商合作，提供透明定價和融資計算。  
- 若成功，可能為亞馬遜帶來新的收入來源，改變汽車銷售模式。

亞馬遜的最新舉措是明智之舉還是重大失誤？