被拒绝直销 特斯拉非特许经营不可

From Georgia to New Jersey, states have attacked Tesla’s direct sales model, in some cases banning sales of the company’s electric vehicles entirely. Through it all, founder Elon Musk has stayed committed to the dogma that franchising would destroy its business model.

从乔治亚州到新泽西州，美国的不少州都打击了特斯拉的直销模式，有些州甚至完全禁止特斯拉（Tesla）电动汽车的销售。但尽管如此，特斯拉的创始人埃隆•马斯克仍然坚持认为，开放特许经营将损害特斯拉的业务模式。

Soon, that may change.

但是这种情况可能很快就会发生变化。

In an interview with Autoline Daily last month, Musk implied that the company might be easing up on the anti-franchising policy. The industry publication quotes him saying, as the company grows, “we may need a hybrid system, with a combination of our own stores and some dealer franchises.”

马斯克上个月在接受《汽车日报》（Autoline Daily）采访时暗示，特斯拉或许会放松其一贯反对特许经营的政策。该刊物引述马斯克的话称，随着公司的发展，“我们可能需要一个混合型体系，其中既有我们自己的门店，也有一些特许经营的经销商。”

Coming from the CEO of the company that has referred to the direct sales model as “vital, ” this is a big deal. Tesla has faced off against auto dealers associations across the country who have argued that the company’s direct sales model violates state laws. Since every state has slightly different laws to deal with auto franchises, every time a new state takes up the cause, the issue can seem more convoluted.

这番话出自于一位视直销为“命根子”的CEO之口，可谓是一件大事。之前全美各地的汽车经销商协会都指责特斯拉的直销模式违反了各州法律。由于美国各州有关汽车业特许经营权的法律稍有不同，每次有新的州参与进来，问题都会变得更复杂一些。

In October, Michigan became the fifth sate to ban direct sales of Tesla vehicles, as all new-car dealers are required to provide a franchise agreement. Auto dealers in states including Georgia, New York, Pennsylvania, Ohio and Missouri have argued that Tesla’s direct sales model undercuts the franchise model and threatens consumers’ ability to utilize dealers as advocates separate from manufacturers. As Tesla is forced to tangle with more and more state, it looks like Musk may have to temper his dedication to direct sales.

今年10月，密歇根成为第5个禁止特斯拉电动汽车直销的州，理由是该州所有的新车经销商都要递交特许经营协议。乔治亚州、纽约州、宾西法尼亚州、俄亥俄州和密苏里州等地的汽车经销商也纷纷指责特斯拉的直销模式对特许经营模式造成了损害。随着特斯拉要应对的州越来越多，马斯克似乎也只得稍稍放松他对直销的执著。

“I think eventually they will have to [franchise], ” says Lou Chronowski, a Chicago-based attorney with Dykema who has worked on automotive and franchise industry cases. “I think that the powers of the dealers and the dealer bodies are so strong, they can keep them at bay for a while, but eventually, they will need to have franchise dealers.”

位于芝加哥的Dykema律师事务所的律师卢•克鲁诺瓦斯基曾经接手过一些汽车业和特许经营行业的案例，他表示：“我认为最终他们必须走（特许经营）这条路。我觉得经销商的力量和经销商网络是很强大的，他们可以一时令他们没有办法，但最终他们还是需要特许经营经销商的。”

Chronowski says that dealers are worried that Tesla and other potential entrants in the auto industry using a direct sales model could provide major competition, with the ability to sell cars at lower prices than the competition. Plus, some dealers would like the opportunity to own a Tesla franchise themselves.

克鲁诺瓦斯基表示，广大经销商们担心，特斯拉和其他可能杀入汽车行业的“黑马”，会凭借直销模式造成极为激烈的竞争，因为直销模式下的汽车售价能够显著低于竞品。此外，有些经销商自己也乐于拥有一家特斯拉的经销门店。

“I think that this has always been just a timing issue. I think the reality is that Tesla did it the way they had to do it, being in the startup mode, ” he says. “They really couldn’t start a dealer network and then start selling cars. There just isn’t enough money in the world to do that.”

克鲁诺瓦斯基说：“我认为这就是个时间问题。我认为特斯拉以往的做法是因为他们不得不这样做，因为它一直处于创业模式。所以他们不可能一开始就通过建立一个经销商网络来卖车，因为他们没有足够的资金。”

A Tesla spokesperson emphatically denies any franchising rumors (“There are no plans to franchise in any capacity”), but says the car maker may be open to a different, “hybrid” model.

特斯拉公司的一位发言人坚决否认了任何有关特许经营的传闻（“目前没有任何特许经营计划”），不过同时他也表示，特斯拉可能会推行一种所谓的“混合型”模式。