????親愛的卡洛斯?戈恩先生：

????我剛剛讀到有關(guān)貴公司6年商業(yè)計(jì)劃的新聞,，你們?cè)O(shè)定的業(yè)務(wù)增長(zhǎng)和贏利目標(biāo)可謂雄心勃勃,。這不免讓我有些感到意外。

????我深知,，從1999年的日產(chǎn)復(fù)興計(jì)劃（Nissan Revival Plan）開始,，您就擅長(zhǎng)設(shè)定并達(dá)到看似不可能實(shí)現(xiàn)的財(cái)務(wù)目標(biāo)。

????但是,，與日產(chǎn)以前的商業(yè)計(jì)劃周期相比,，6年長(zhǎng)出了一倍。誰知道,，到2016年,，您（或者我）是否還健在呢。您經(jīng)常對(duì)我說,，在兩個(gè)大陸管理兩家汽車公司[您同時(shí)還在法國(guó)的雷諾汽車公司（Renault）擔(dān)任日常管理工作]不會(huì)是項(xiàng)長(zhǎng)期工作,。盡管您看起來一直應(yīng)付自如，但到2016年,，您就63歲了,。

????如今這年頭兒，設(shè)定宏偉的,、野心勃勃的計(jì)劃已然成了一種時(shí)尚,。大眾公司（Volkswagen）就不斷地提醒我們：到2018年，他們要在美國(guó)銷售100萬部汽車,，成為世界上最大的汽車公司,。但是,，我還是忍不住會(huì)想起某位著名經(jīng)濟(jì)學(xué)家的話。他說,，他寧愿只預(yù)測(cè)一個(gè)數(shù)字或者一個(gè)日期,，而不是同時(shí)預(yù)言二者，因?yàn)槟菢拥脑?，很容易出錯(cuò),。

????事實(shí)上，除了設(shè)定全球增長(zhǎng)目標(biāo)外,，貴公司還有其他許多事有待解決,。盡管最近日產(chǎn)的美國(guó)市場(chǎng)份額取得了顯著的增長(zhǎng)，但你們?cè)谶@一市場(chǎng)的基礎(chǔ)仍然過于薄弱,。

????而且,，你們?cè)诿绹?guó)的銷售也極度失衡，真是危機(jī)四伏,。在美國(guó),，日產(chǎn)基本上可以叫做Altima汽車公司。5月份,，貴公司在美國(guó)市場(chǎng)的客車銷售量中，Altima所占的份額超過了一半,。換言之,，Altima一款車的銷量超過了日產(chǎn)在美國(guó)市場(chǎng)銷售的其他八款車的總和。

????英菲迪尼（Infiniti）的情況更糟：在轎車和卡車的總銷售額中,，G-car所占的份額超過了半數(shù),。但求老天保佑，你們的轎車或者卡車千萬不要陷入類似豐田公司（Toyota）的召回事件,。果真那樣的話,，銷售會(huì)土崩瓦解，經(jīng)銷商亦會(huì)揭竿而起,。

????此外,，日產(chǎn)的產(chǎn)品線質(zhì)量參差不齊，其中小型貨車和全長(zhǎng)敞篷小貨車的市場(chǎng)慘敗尤其刺眼,。事實(shí)上,，只有靠電池驅(qū)動(dòng)的聆風(fēng)（Leaf）能代表日產(chǎn)汽車，而這塊業(yè)務(wù)與其說是生意,，不如說是愛好來得更恰當(dāng),。您在新的6年計(jì)劃中承諾，到2016年,，日產(chǎn)及您的合作伙伴雷諾公司要生產(chǎn)150萬部電動(dòng)車,。讓我們拭目以待，看這個(gè)計(jì)劃能否最終實(shí)現(xiàn)。

????在我看來,，貴公司不應(yīng)該推出如此宏大的6年計(jì)劃,，反而應(yīng)該設(shè)定一些短期目標(biāo)，比如提高產(chǎn)品質(zhì)量,，那樣對(duì)客戶而言更富有實(shí)際意義,。市場(chǎng)研究機(jī)構(gòu)J.D. Power公司進(jìn)行的周期分別為3個(gè)月和3年的質(zhì)量研究報(bào)告顯示，日產(chǎn)均位居倒數(shù)第三,?！断M(fèi)者報(bào)告》（Consumer Reports）的數(shù)據(jù)顯示，在13家汽車廠商中,，日產(chǎn)排在福特公司（Ford）和現(xiàn)代公司（Hyundai）之后,，名列第8，而且只有63%的日產(chǎn)汽車獲得了消費(fèi)者的推薦,。

????貴公司的6年商業(yè)計(jì)劃中還有其他幾件事引起了我的注意：

????與其他汽車廠商一樣,，貴公司在中國(guó)的業(yè)務(wù)多于在世界其他任何地區(qū)。因此,，中國(guó)消費(fèi)者的需求和中國(guó)市場(chǎng)的要求對(duì)日產(chǎn)產(chǎn)品決策的影響將日益增加,。

????你們預(yù)計(jì)，日本和歐洲的業(yè)務(wù)不會(huì)出現(xiàn)絲毫增長(zhǎng),。這表明,，上述兩個(gè)地區(qū)眼下經(jīng)歷的經(jīng)濟(jì)災(zāi)難不會(huì)很快結(jié)束。

????你們例數(shù)各類新技術(shù),，并且準(zhǔn)備每年在自己的新產(chǎn)品中應(yīng)用其中數(shù)個(gè)（未來6年共有90多個(gè)）,。我很欣賞這個(gè)思路。但是,，我很想弄明白,，這否意味著你們對(duì)主動(dòng)巡航系統(tǒng)和高清廣播等量齊觀。我個(gè)人認(rèn)為,，消費(fèi)者并未將這二者等同視之,。

????戈恩先生，你們?cè)诎l(fā)表6年計(jì)劃的聲明中表示：“日產(chǎn)動(dòng)力88是項(xiàng)很難實(shí)現(xiàn)的商業(yè)計(jì)劃,，但我們公司在實(shí)現(xiàn)極具挑戰(zhàn)性的目標(biāo)方面,，成績(jī)卓著?！贝搜酝耆珜賹?shí),，但這回這個(gè)目標(biāo)實(shí)在太宏大了。讓我們拭目以待,，看看你們能否將之變?yōu)楝F(xiàn)實(shí),。

????阿萊克斯?泰勒敬上

????另還有一件事：“日產(chǎn)動(dòng)力88”計(jì)劃聽起來有點(diǎn)像某種能量飲料的名字,。如果你們真的想登天摘月的話，“日產(chǎn)占領(lǐng)全球的計(jì)劃”聽起來可能更為恰當(dāng),。

????譯者：大海

????Dear Mr. Ghosn,

????I was surprised to read about your six-year business plan with its very ambitious growth and profitability goals.

????I know you have had great success setting impossible financial targets and then meeting them, starting with the original Nissan Revival Plan in 1999.

????But six years is twice as long as your previous plans, and who knows if you (or me, for that matter) will be around in 2016. You have often told me that trying to run two car companies on two different continents (France's Renault is your other day job) is not a long-term job description. Although you seem to be holding up remarkably well, you will be 63 years old by then.

????Big ambitious targets are fashionable these days. The folks at Volkswagen can't stop reminding us about their plans to sell one million cars in the U.S. as part of their plan to become the world's largest car company by 2018. But I can't help recalling the words of the eminent economist who said he was willing to forecast a number or a date -- but not both -- because it made it too easy to prove him wrong.

????It isn't as if you don't have plenty of other things to work on besides global growth. Although Nissan has been making some nice market share gains in the U.S. lately, its base here is anything but solid.

????Its sales are dangerously unbalanced. Nissan in America is basically the Altima Car Company. The Altima accounted for more than half of your U.S. passenger car sales in May. Put another way -- By itself, the Altima outsold all eight other models that Nissan sells in America.

????The situation is even worse at Infiniti, where the G-car accounts for more than half of car and truck sales combined. Heaven help you if either one of these vehicles should get caught in a Toyota-like recall situation. Your sales would collapse, and your dealers would revolt.

????Elsewhere the Nissan product line is very spotty, with your failures in minivans and full-size pickups especially conspicuous. In fact, it is difficult to think of any vehicle that symbolizes Nissan except for the battery-powered Leaf, and that is more a hobby than a business. How Nissan and your partner Renault are going to move 1.5 million EVs by 2016, as you promise in the plan, will be something to see.

????Instead of your grandiose six-year plan, you could have put in place some shorter-term goals that would mean more to your customers -- like improving quality. Last time I looked, Nissan ranked in the bottom third of both the 90-day and three-year J.D. Power quality surveys. Consumer Reports ranks you eighth out of 13 manufacturers, behind Ford (F, Fortune 500) and Hyundai among others and only recommends 63% of your vehicles.

????A couple of other things in your announcement caught my eye:

????? Like other automakers, you do more business in China than anywhere else, and the demands of Chinese consumers and the requirements of the Chinese market will increasingly drive your product decisions.

????? You are anticipating no growth at all in Japan and Europe. That suggests that the economic woes they are both experiencing won't soon be coming to an end.

????? I like the way you count new technologies and roll out a measured number of them each year (90-plus in the next six years), but I wonder if that means you give equal weight to, say, active cruise control and high-definition radio. I don't think consumers see them that way.

????As you said in your statement, Mr. Ghosn, ''Nissan Power 88 is a demanding business plan, but our company has a proven record of achieving challenging objectives." All true, but this one is huge. We'll see how this all works out for you.

????Respectfully yours,

????Alex Taylor

????P.S One more thing: "Nissan Power 88" sounds like the name of an energy drink. If you really are shooting for the moon, "Nissan's plan for global domination" might be more appropriate.