加入轩辕同学 ， 成就新汽车人! 设计 | 甄 尤 美 撰文 | 郝 雨 涵 编辑 | 黄 大 路 20年前，随着中国汽车进入家庭，各地政府纷纷争做中国"底特律"，如今虽然新旧汽车转换导致美国底特律式微，但是大家争夺"中国汽车第一 城"的热情丝毫未减。 现在，谁是"中国汽车第一城"？ 我国现有694个城市，从20世纪50年代的产业萌芽，到近十年新能源汽车掀起的颠覆性变革，这一过程的背后，折射的是不同城市对汽车产业的认 知高度与执行效能。 | | | 造车十大城市 | | | | --- | --- | --- | --- | --- | | 城市名称 汽车总产量 | 2025 年 | 2025 年新能 | 新能源 | 主要 | | | (万辆) | 源汽车产量 (万辆) | 汽车占比 | 汽车品牌 | | 園庆 | 278.8 | 129.6 | 46.50% | 长安 | | | | | | 塞力斯 | | | | | | 江淮 蔚来 | | 合肥 | 250 | 138 | 55.20% | | | | | | | 比亚迪 大众安徽 | | 广州 | 预估约 | 预估约 | 预估约 | 广汽 | | | ...

设计 | 甄 尤 美 来 源 | A u t o n e w s ， C a rs c o o p s ，T h e Ti m e s ， R e u t e rs 编译 | 莫 莉 编辑 | 黄 大 路 加入轩辕同学 ， 成就新汽车人! 一条关于捷豹可能"开倒车"的传言，再次将其电动化战略推至风口浪尖。 当地时间1月25日，The Times援引接近捷豹的消息称，捷豹正在研究在全新电动平台上引入小型汽油机，做成增程式电动汽车，以换取更长续 航。 围绕相关传闻，有声音将此解读为，捷豹可能以混动或增程的形式重新引入燃油发动机。对此，捷豹方面回应称，品牌将坚守全电动化战略。 几乎同一时间，捷豹经销商端的另一层疑虑也被摆上台面。多家海外媒体援引经销商说法称，捷豹首款新世代纯电车型计划在3月或4月开启订 单，起售价约13万美元，但不少零售合作伙伴仍在观望是否要为这次"重新开张"追加投入。 捷豹的官方表态则非常直接。面对"退回混动或增程"的猜测，捷豹向海外媒体强调，重塑为纯电豪华品牌的计划不变。 不过，一边是公开否认，一边是内部被传作备选项，再叠加产品断档期带来的经销网络焦虑，这家老牌豪华车企的全电动战略，正在被市场拷 ...

加入轩辕同学 ， 成就新汽车人! 设计 | 甄 尤 美 来 源 | R e u t e rs ， E c o n o m i c Ti m e s 等 编译 | 莫 莉 编辑 | 黄 大 路 印度进口车关税，可能要出现一次实质性松动。 当地时间2026年1月26日，路透社援引两位了解谈判的人士称，印度正接近在印欧自由贸易协定框架下，将部分欧盟进口汽车关税从最高110%下 调至40%，并在后续阶段继续下调至10%。 两位参与谈判的知情人士透露，印度总理纳伦德拉·莫迪（Narendra Modi）领导的政府已同意，立即对从欧盟27国进口、单价超过1.5万欧元（约 合1.7739万美元）的部分汽车降低关税。 随着印欧双方即将敲定自由贸易协定，此举标志着印度这一庞大市场迎来史上最大规模的开放。 这将是印度对外资车企最罕见的一次实质性让步，但指向的并非全面开放，而是一套切分的配额与门槛设计：仅限部分进口车、设定价格线、燃 油车先行，纯电车型则被安排在五年后再谈。 虽然对欧洲车企来说，40%仍是高税率，但足以让更多进口车型在印度具备可讨论的定价空间。对印度本土车企与供应链而言，则是一场关于定 价权、技术路线的再博弈。 降 ...

Core Viewpoint - The commercial vehicle industry in China is experiencing a paradox of increasing sales but declining profits, driven by intense competition and a shift towards new energy vehicles [8][10][29]. Group 1: Market Overview - In 2025, the commercial vehicle market in China achieved a total sales volume of 4.296 million units, representing a year-on-year growth of 10.9% [8]. - The heavy truck market, often seen as a barometer of economic activity, sold 1.145 million units, up 27% year-on-year, indicating a recovery in demand [13]. - Despite the growth in sales, the profitability of leading companies has declined, with a total net profit of only 25.74 billion yuan for seven major manufacturers, down 40% year-on-year [13][14]. Group 2: Profitability Challenges - The industry faces a "sell more, earn less" scenario, where increased sales do not translate into higher profits due to price wars and compressed margins [9][24]. - The logistics sector is experiencing a supply-demand imbalance, with the average freight rate index at a historical low of 105.1 points, leading to significant drops in transport fees [17][19]. - The cost of traditional fuel vehicles remains high compared to new energy vehicles, which are driving down market prices and squeezing profit margins for traditional operators [20][22]. Group 3: Transition to New Energy - The penetration rate of new energy commercial vehicles exceeded 25% in 2025, with a total of 95.4 million units sold, marking a 63.7% increase year-on-year [42]. - Companies like Foton Motor have successfully adapted to the new energy landscape, achieving a revenue increase of 27.1% and a net profit surge of 157.4% [41]. - The transition to new energy and smart technologies is seen as essential for future profitability, although the initial costs remain high [25][27]. Group 4: Competitive Landscape - The market is increasingly dominated by a few leading companies, with over 70% market share held by top players like Beiqi Foton and China National Heavy Duty Truck [31]. - Successful companies are leveraging strategic positioning, policy alignment, and market responsiveness to navigate the competitive landscape [34][36]. - The focus is shifting from volume growth to refined competition, emphasizing the importance of understanding market dynamics and customer needs [54]. Group 5: Future Outlook - The commercial vehicle industry must transition from a reliance on one-time sales to a focus on long-term value creation through lifecycle services [56][70]. - Companies are setting ambitious sales targets for 2026, with major players like FAW Jiefang and China National Heavy Duty Truck aiming for significant increases in sales volume [56][59]. - The key to success in 2026 will be the ability to harness policy support, technological advancements, and a focus on customer-centric service models [60][73].

合资公司将落户三菱扶桑位于富士山的本土唯一巴士生产基地，核心生产鸿海研发的纯电动巴士，同时承接原有柴油巴士的研发与生产任务。 三菱扶桑将依托其日本全国近200个服务网点，为全系车型提供维保服务。鸿海借此一举在日本站稳汽车生产脚跟，为后续业务扩张筑牢根基，而 外资主导的技术与模式注入，也有望为普及滞后的日本电动车市场按下加速键。 新公司目标明确，2027年力争拿下以鸿海EV巴士Model T为基础的车型订单，后续逐步拓展至EV微型巴士Model U等产品线，三菱扶桑社长卡尔· 德彭直言，双方合作将打造出技术实力雄厚的公交车公司。 加入轩辕同学 ， 成就新汽车人! 设计 | 甄 尤 美 来 源 | 日本 经 济 新 闻 编译 | 吴 静 编辑 | 黄 大 路 一直执着于造车的富士康母公司鸿海，在日本迈出关键一步。 2026年1月22日，鸿海精密工业股份有限公司（简称"鸿海"）与日本三菱扶桑卡客车公司（MFTBC）联合官宣，双方将各出资50%成立巴士业务 合资公司，计划于2026年下半年正式落地，总部设于川崎市，现任MFTBC巴士事业本部长高罗克人出任新公司CEO。 复制电子重组逻辑 2025年，日本先锋公司被纳入 ...

加入轩辕同学 ， 成就新汽车人! Editor's notes 编者按 最近几年来，以成就新汽车人为使命的轩辕同学和以"打造最强新汽车合作生态圈"为使命的世界新汽车生态协会，一直在努力促 进中国汽车产业全球化进程。 在连续进行北美考察、东南亚考察之后，2025年9月7日开始，贾可博士又率领轩辕新汽车产业欧洲北非考察团，对德国、波兰、 匈牙利、塞尔维亚、西班牙和摩洛哥进行了为期10天的商务访问。 期间，当地时间2025年9月8日晚上，轩辕同学和世界新汽车生态协会在德国慕尼黑举行主题为"长风破浪"的2025轩辕新汽车之 夜，一百余位中外汽车人欢聚一堂（ 详见2025年9月9日《汽车商业评论》微信公众号文章《One night in Munich》 )。 如今，在2025年结束、2026年到来之际，《汽车商业评论》发表此次考察相关报道，为奔波于全世界的中国汽车产业从业者提供 一些有益参考。今天刊发第五篇《到欧洲北非去系列之五 | 摩洛哥，中国汽车出海的里克咖啡馆？》。敬请关注，并提出宝贵意 见。 1941年，二战初期，卡萨布兰卡，美国商人里克在当地经营着一家生意兴隆的"里克咖啡馆"，这里是各国难民、间谍、投机者聚集 ...

Editor's notes 编者按 加入轩辕同学，成就新汽车人 设计 | 甄 尤 美 作者 | 肖 明 超 （ 金轩 奖 评 委 会 主席 、 中 国 趋 势 营 销 专 家 、 知 萌 咨 询 机 构 创始 人 兼 C E O ） 编辑 | 温 莎 "金轩奖十二年，我也当了十二年的主席。" 2026年1月23日，第十二届金轩盛典在北京正式举行，金轩奖评委会主席、中国趋势营销专家、知萌咨询机构创始人兼CEO肖明超在盛典 上笑言，自己在副业上做得比主业都认真，在兼职上干得比本职工作都用心。 在一个岗位上坚守12年，并不是一件容易的事情，但这种长期主义精神始终贯穿于金轩奖的点滴之中。 成立于2014年，12年的时间，金轩奖累积案例已经超过1500件，见证并记载着汽车营销伴随产业变革创新的完整历程，秉持公正客观、与 时俱进的原则，不断推动中国汽车品牌向前进。 随着各种红利结束、增长放缓，人口变迁，消费群体迁移，文化重塑，技术裂变，一个商业周期彻底结束，用肖明超的话说，"我们正式 告别了老登时代"。 "以规模、速度、红利为核心的周期已经结束了，以深度、精度和人心为内核的价值时代正在开启。" 因此，他将2026年年度 ...

Core Insights - The automotive market in 2026 is expected to face significant challenges including policy withdrawal, demand exhaustion, price competition, product homogenization, channel pressure, and loss of trust [3] - The 12th Jin Xuan Awards held in Beijing marked a pivotal moment for the Chinese automotive marketing industry, serving as a collective "lookout" and "anchor" for the sector [5] - The Jin Xuan Awards emphasize the importance of rational, professional, and sustainable marketing practices, moving away from the previous phase of "barbaric growth" driven by traffic and capital [8][10] Group 1: Marketing Trends and Challenges - The Jin Xuan Awards highlighted three major marketing challenges facing the industry: the need for genuine value, real demand, and authentic trust [11][13] - The industry is transitioning from a focus on traffic to a return to user-centric and product-focused marketing strategies [15] - The role of AI in the automotive industry is emphasized, with a focus on using AI to enhance human judgment and emotional connection rather than replace it [19][20] Group 2: Award-Winning Cases - The Jin Xuan Awards recognized 20 exemplary marketing cases that provide benchmarks for future practices in the automotive marketing landscape [8] - Notable winners include: - SAIC Audi for its cross-industry collaboration with cultural IP [23] - Dongfeng Nissan for its innovative comfort-focused launch event [95] - Great Wall Motors for its impactful 35th-anniversary short film [77] - GAC Honda for its endurance race showcasing the quality of the Accord [59] - Mercedes-Benz for its unique cross-marketing strategy with McDonald's [42] - The awards also recognized initiatives in sustainability and social responsibility, such as Volkswagen's ecological restoration project [26][28] and Toyota's welfare initiatives for the disabled [31][33]

Core Viewpoint - The 12th Jin Xuan Award ceremony serves as a significant event in the automotive marketing industry, recognizing outstanding achievements and innovations over the past year while promoting a professional evaluation system across the entire automotive industry chain [4][7]. Group 1: Event Overview - The 12th Jin Xuan Award ceremony took place on January 23, 2026, in Beijing, gathering attention from the automotive marketing community [4]. - The event marks a reflection on twelve years of dedication to the principles of fairness, objectivity, and long-termism in the evaluation process [5]. - The Jin Xuan Award is recognized as a "marketing barometer" in the industry, collaborating with other awards to enhance the evaluation framework [7]. Group 2: Award Categories and Winners - This year's awards include 6 annual awards, 20 gold awards for marketing cases, and 43 excellent marketing case awards, covering various categories such as creative works, public welfare, sustainable development, AIGC marketing, and brand IP marketing [8]. - The awards highlight innovative practices in user communication, emotional resonance, technological transformation, and social responsibility [11][12]. Group 3: Notable Award Winners - The Public Welfare and Sustainable Development category recognized winners such as Mercedes-Benz, Jaguar Land Rover China, and SAIC Volkswagen for their impactful initiatives [16]. - The Creative Works category awarded brands like Deep Blue Automotive, Beijing Automotive, and Changan Automobile for their innovative marketing campaigns [23]. - The Cross-Border Marketing category included winners like Geely Galaxy and Kaiyi Automotive, showcasing the synergy between automotive brands and other sectors [43]. Group 4: Marketing Innovations - The AIGC Marketing category awarded East Wind Yipai and SAIC Roewe for their integration of AI technology into marketing strategies [63]. - The Brand IP Marketing award was given to Wuling Automotive for successfully establishing deep emotional connections with users [72]. - The Personality Marketing category recognized Porsche and GAC Group for their effective engagement strategies that resonate with consumers [77].

加入轩辕同学 ， 成就新汽车人! 撰文 | 金 轩 奖 执 委 会 编辑 | 黄 大 路 设计 | 甄 尤 美 "汽车营销人太难了，确实太难了。"金轩奖执委会主任、评审团副主席、轩辕矩阵CEO/总编辑、轩辕同学校长贾可博士开场便说，"而且一直在奔 波。" 这句话，像一块石头，砸进了在场每个人的心湖。但今晚，他们不是来诉苦的，他们是来寻找榜样的。 今年，这份寻找有了更立体的答案。2026年1月23日，北京，第十二届金轩盛典如约而至。 此次盛典向公众揭晓了金轩奖评选出的1位年度人物、2个年度品牌、3个年度团队，试图以全方位视角，向那些在混沌中坚守、在内卷中突围、在 全球化浪潮中扬帆的中坚力量，致以最高敬意。 当奇瑞iCAR品牌事业部副总经理兼研究院院长马永东走上领奖台时， 他笑着说："大家会觉得奇怪，我一个干产品的，怎么来领营销奖？但不来 不行，不来学习也不行。不懂营销的产品，卖不好。" 他讲述了iCAR团队的秘密武器："小黑屋"。在产品最早期，他们就拉上营销、用户、设计一起讨论：这车怎么打动人心？怎么被记住？ 这不是流程，而是一种信仰：产品即营销，用户即共创者。 而在另外两个年度团队的实践中，同样能看到这种信仰 ...