????數(shù)百萬(wàn)吃飽了火雞,、滿(mǎn)心歡笑的美國(guó)人將會(huì)在這個(gè)大周末來(lái)到商場(chǎng)，為自己和親朋好友購(gòu)買(mǎi)UGG雪地靴,、Xbox游戲機(jī)和冰雪娃娃,。

????另一個(gè)行業(yè)也逐漸開(kāi)始利用黑色星期五和網(wǎng)絡(luò)星期一的商機(jī)，而通常情況下,，這里看不到熱鬧的人群和跳水的價(jià)格,，這個(gè)行業(yè)就是汽車(chē)業(yè)。

????感恩節(jié)前后，大量購(gòu)車(chē)者會(huì)光顧汽車(chē)店,。Kelly Blue Book的分析師亞歷克斯?古鐵雷斯表示,，盡管黑色星期五的汽車(chē)銷(xiāo)量目前尚未達(dá)到美國(guó)陣亡將士紀(jì)念日和勞動(dòng)節(jié)的水平，但對(duì)汽車(chē)經(jīng)銷(xiāo)商而言,，它已迅速成為一年中最重要的周末之一,。

????然而，古鐵雷斯稱(chēng),，汽車(chē)打折并非都是短期活動(dòng),，許多汽車(chē)廠(chǎng)商的“打折活動(dòng)會(huì)從黑色星期五一直持續(xù)到12月底?！?/p>

????那么,，是什么推動(dòng)了汽車(chē)銷(xiāo)量在黑色星期五實(shí)現(xiàn)增長(zhǎng)？毫無(wú)疑問(wèn),，部分原因只是更多人將這個(gè)周末當(dāng)作購(gòu)買(mǎi)一切商品的好時(shí)機(jī),，而汽車(chē)業(yè)只是搭了個(gè)順風(fēng)車(chē)。不過(guò)古鐵雷斯也表示,，在2009年至2010年的金融危機(jī)過(guò)后,，汽車(chē)業(yè)的表現(xiàn)跌至歷史最低，如今已經(jīng)開(kāi)始恢復(fù)生氣,。

????而另一個(gè)促使汽車(chē)銷(xiāo)量在黑色星期五和網(wǎng)絡(luò)星期一攀升的因素,，是網(wǎng)購(gòu)在購(gòu)車(chē)過(guò)程中的重要性日益增加。Dealer.com是Dealertrack旗下一家為汽車(chē)經(jīng)銷(xiāo)商提供購(gòu)買(mǎi)工具的網(wǎng)站,。該網(wǎng)站在2013年黑色星期五前兩周的訪(fǎng)問(wèn)量同比提高了7%,。

????Dealertrack的數(shù)碼戰(zhàn)略副總裁戴夫?溫斯洛表示：“我們發(fā)現(xiàn)，這段時(shí)間的網(wǎng)站訪(fǎng)問(wèn)量大幅增加,，去年也有這個(gè)情況,。”溫斯洛指出,，隨著顧客們開(kāi)始網(wǎng)購(gòu),，他們是否在這個(gè)周末光臨了汽車(chē)店并不重要，因?yàn)樗麄冊(cè)谫I(mǎi)車(chē)之前已經(jīng)做出了大部分決策,。

????一家汽車(chē)網(wǎng)購(gòu)公司在吸引黑色星期五的顧客上更進(jìn)一步,，公司對(duì)所有車(chē)輛都提供1,000美元的折扣。這家初創(chuàng)公司名為Carvana,，它自稱(chēng)是“汽車(chē)業(yè)的亞馬遜（Amazon）”,。Carvana只賣(mài)二手車(chē)，所有的購(gòu)買(mǎi)手續(xù),，包括付款在內(nèi),，都在網(wǎng)上進(jìn)行,，汽車(chē)將于次日送至客戶(hù)處，其中沒(méi)有試駕過(guò)程,。（不過(guò)公司提供送達(dá)七日內(nèi)無(wú)條件全額退款,。）目前，Carvana只為亞特蘭大,、納什維爾和夏洛特三座城市提供服務(wù),。

????Carvana的首席執(zhí)行官歐尼?加西亞強(qiáng)調(diào)，他們沒(méi)有在黑色星期五之前兩周提價(jià),，然后再在活動(dòng)期間降回原價(jià),。加西亞表示，許多競(jìng)爭(zhēng)對(duì)手都會(huì)玩弄這種伎倆,，但他們公司非常重視這次促銷(xiāo),。

????他說(shuō)：“外面每家汽車(chē)經(jīng)銷(xiāo)商都會(huì)在黑色星期五打出一些瘋狂的活動(dòng)，因?yàn)樗麄冎皇峭嫱?。讓顧客?tīng)到我們的聲音真的十分困難,。”

????黑色星期五真的是買(mǎi)車(chē)的好時(shí)機(jī)嗎,？提供汽車(chē)價(jià)格追蹤服務(wù)的Truecar的執(zhí)行副總裁拉里?多米尼克表示,，這也許是個(gè)不錯(cuò)的時(shí)機(jī)，但顧客可以有更好的選擇,。

????他表示,，盡管黑色星期五的折扣不錯(cuò)，但月底實(shí)際上會(huì)有更加優(yōu)厚的讓利活動(dòng),。因?yàn)槠?chē)制造商和經(jīng)銷(xiāo)商都希望在年底之前盡可能多地把車(chē)賣(mài)出去——如此一來(lái),，汽車(chē)廠(chǎng)家就能報(bào)出更多的年銷(xiāo)量，而經(jīng)銷(xiāo)商也更容易達(dá)成廠(chǎng)家設(shè)定的銷(xiāo)售目標(biāo),。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正

????With bellies full of turkey and hearts full of mirth, millions of Americans will head to the mall this extended weekend — to buy Ugg Boots, Xboxes and Frozen dolls for themselves and for loved ones.

????Increasingly, another industry is cashing in on Black Friday and Cyber Monday, and it’s not one you usually associate with teeming crowds and slashed prices — autos.

????Car shoppers are visiting car dealers in greater numbers around the Thanksgiving holiday. Alex Gutierrez, an analyst at Kelly Blue Book, said that while Black Friday hasn’t yet reached the level of Memorial Day or Labor Day for car sales, it’s quickly becoming one of the bigger weekends of the year for dealers.

????Granted, the deals offered on car lots aren’t always short-term, he noted. Many manufacturers are “running their Black Friday specials throughout the month of December,” he said.

????So what is driving this increase in Black Friday car shopping? Some of it, surely, is just the growing focus on the weekend as a time for all things consumerist, with cars dragged along for the ride. Gutierrez also notes that for the past year or so, the auto industry has been recovering from a historic low point that came during 2009 and 2010 in the aftermath of the credit crisis.

????The other thing driving auto sales on Black Friday and Cyber Monday is the increasing importance of online shopping to the car buying process. Dealer.com, a Dealertrack TRAK 2.02% company that sells shopping tools to auto dealers, saw a 7% increase in the total traffic during the two weeks leading up to Black Friday in 2013 compared to 2012.

????“We are seeing a major surge in traffic, and we saw it last year too,” said Dave Winslow, Dealertrack’s vice president of digital strategy. Winslow pointed out that, with customers going online to shop, it doesn’t really matter if they are actually heading to the lots this weekend, because most of the decision-making happens before they actually go to buy a car.

????One online auto company is taking things a step further in its appeals to Black Friday shoppers by offering a flat discount of $1,000 on all cars. That would be Carvana, a startup that calls itself the “Amazon of cars,” in that the cars — all used — are sold entirely online, including financing, and delivered the next day with no test drive. (The company does offer a no questions asked, full refund return within seven days of delivery.) Carvana currently operates in Atlanta, Nashville and Charlotte.

????Carvana CEO Ernie Garcia stressed that Carvana wasn’t raising prices for two weeks before Black Friday and then cutting prices back down to what they were originally. With so many of their competitors taking that tack, Garcia said the company was stressing the promotion too much.

????“Every automotive retailer out there is going to have some crazy Black Friday thing,” he said. “That’s because they’re playing games. That’s really hard for us to really get through to customers.”

????Is Black Friday really a great time to buy a car? Larry Dominique, an executive vice president at Truecar TRUE -2.00% , a service that tracks car prices, said that while it may be a good time, but shoppers can do even better.

????He said that while discounts are very good on Black Friday, they actually improve at the end of the month. This is because car makers and dealers are looking to move as many vehicles off the lot as possible before the end of the year — manufacturers so they can report the best yearly sales they can, and dealers to reach the sales goals set by the manufacturers.