重回冷静期的上海车展：少点流量焦虑，多点技术与安全

Core Insights - The 2025 Shanghai International Automobile Industry Exhibition marked a shift towards a more rational and product-focused atmosphere, contrasting with the previous year's extravagant marketing tactics seen at the Beijing Auto Show [1][10] Marketing Trends - Marketing strategies at the 2025 Shanghai Auto Show were notably more subdued and standardized, with companies focusing on product promotion rather than flashy marketing [3][5] - Xiaomi's booth was relocated to a less prominent area due to recent controversies, and the company showcased only two models, indicating a more cautious approach [3][5] - The trend of high-profile executives attending to attract crowds was significantly reduced, with fewer leaders making appearances compared to previous events [5] Product Focus - A total of 97 new vehicles were showcased, with 41 being debut models, highlighting a strong emphasis on new product launches [7] - The proportion of new energy vehicles (NEVs) increased to 69.1%, up from 38.4% in 2020, indicating a growing focus on sustainable automotive technology [7] - The exhibition featured a variety of advanced technologies, including smart driving systems and AI integration, showcasing the industry's shift towards intelligent and safe vehicle solutions [9] Industry Dynamics - The exhibition reflected a broader trend of domestic brands gaining strength in the electric vehicle market, while foreign brands are accelerating their adaptation to local market demands [9] - Collaborations between domestic and international companies were highlighted, with partnerships aimed at enhancing technological capabilities and market presence [9] Conclusion - The 2025 Shanghai Auto Show represented a significant transition in the automotive industry, moving from a focus on marketing hype to a commitment to technological advancement and safety, setting a new direction for the industry's future [10]