专家：新能源汽车市场仍处于高速发展阶段 Z世代消费者“心智之争”将成焦点

Core Insights - The report released by the China Electric Vehicle Hundred Association and Lisi Strategic Consulting highlights that the global automotive market is entering a saturation phase, while the new energy vehicle (NEV) market in China continues to grow rapidly, with projected sales reaching 16.5 million units by 2025, a growth rate of 30% [1] - The report indicates a structural change in the NEV consumer market, with demand for vehicle upgrades becoming a core driver, and the market increasingly penetrating third-tier cities and below, focusing on the mass market priced between 100,000 to 150,000 yuan [1] - By 2030, it is expected that the penetration rate of new energy vehicles in China will exceed 70%, with domestic brands projected to capture over 65% of the market share [1] Market Dynamics - The report emphasizes that the new generation of consumers shows a stronger alignment with the electric and intelligent features of vehicles, leading to a more rational approach to car consumption, where practicality and functionality are prioritized over brand premium [1] - The Z generation, comprising approximately 250 million individuals with a consumption scale of about 5.97 trillion yuan, represents a significant potential in the automotive market, making it crucial for NEV companies to understand their consumption psychology and characteristics [1] Strategic Recommendations - Companies are advised to focus on technological leadership, scenario-based marketing, and appealing to younger consumers to establish differentiated advantages in the "mindset battle" [2] - Two key strategies suggested include creating new vehicle categories based on consumer preferences and accelerating international expansion to leverage global brand strength, which can enhance market presence in China [2] - The report posits that the NEV sector represents not only a technological revolution but also a cognitive revolution, urging companies to reconstruct competitive logic through category thinking, technology equality, and brand enhancement [2]