3 6 Ke·2025-10-10 23:40Core Insights - The microcar market is experiencing a significant decline, with sales of micro electric vehicles dropping from 45% to 12% year-on-year in lower-tier cities during the recent National Day holiday [1][3] - High-end electric vehicles, such as Xiaomi SU7 and Xpeng P7, are gaining popularity in these markets, indicating a shift in consumer preferences towards better-designed and more expensive models [1][3] Market Trends - Microcars were once considered essential for low-tier cities due to their affordability, with models like Wuling Hongguang MINIEV priced at 2.88 million yuan, making car ownership accessible [5][6] - However, the market share of A00-class electric vehicles has decreased from 36.1% in 2021 to 27% in 2022, with retail sales further declining by 27.9% in 2023 [5][6] - The microcar segment is now dominated by only a few players, such as BYD Seagull and Geely Xingyuan, indicating a strategic retreat from this market by many manufacturers [6][8] Consumer Behavior - Consumers are increasingly opting for small SUVs and sedans that offer better space, range, and features, leading to a decline in microcar sales [11][12] - Safety concerns regarding microcars, which often lack essential safety features, are also driving consumers away [11][12] Emerging Consumer Segments - The rise of younger consumers in lower-tier cities, who are willing to spend on higher-quality vehicles, is reshaping the market dynamics [12][15] - The "silver-haired" demographic is also becoming a significant consumer group, with retirees returning to their hometowns and seeking vehicles that offer comfort and advanced features [17][18] Strategic Shifts in the Industry - The competition in the electric vehicle market is intensifying, with manufacturers shifting focus to lower-tier cities as the growth potential in first and second-tier cities diminishes [18][20] - Sales of electric vehicles in third-tier and below cities have surged from under 500,000 to over 5 million units between 2020 and 2024, capturing nearly half of the national market share [18][20] - Companies like BYD and Li Auto are actively expanding their presence in these markets, with strategies tailored to local consumer preferences [20][23]