Core Insights - Mercedes-Benz is reportedly planning to lay off 30,000 employees, marking the largest layoff in the company's history, amid a significant decline in profits, with net profit dropping 50.3% year-on-year from €7.8 billion to €3.87 billion in the first nine months of 2025 [1] - The luxury automotive market is facing a transformation crisis, with traditional luxury brands struggling against rising Chinese brands and experiencing a collapse in their high-end pricing structure [1][2] - The market share of overseas luxury brands in the large vehicle segment has plummeted from 94% in 2016 to just 13% by 2025, indicating a significant loss of dominance [4] Group 1: Market Dynamics - Luxury vehicles are now being sold at discounts, with some models entering the price range of ¥250,000 to ¥300,000, and even below ¥200,000, which poses a threat to both foreign and domestic brands [2] - The high-end market share of luxury brands is rapidly declining, with a drop from 68% in 2016 to 22% by 2025 in the combined mid-large vehicle segment [4] - The shift in consumer preferences towards traditional fuel vehicles over luxury brands is evident, with only 41% of consumers with a budget over ¥300,000 considering overseas luxury brands [7] Group 2: Changing Consumer Preferences - In the new energy vehicle market, only 32% of potential buyers consider overseas luxury brands, highlighting a disconnect between luxury branding and consumer needs [9] - The perception of luxury is evolving, with 92% of high-budget new energy users recognizing at least one Chinese brand as a high-end brand, indicating a shift in the definition of luxury [13] - The importance of brand value is diminishing in the new energy sector, with only 25% of users considering brand as a key factor in their purchasing decision [9] Group 3: Technological Advancements - Chinese brands are increasingly recognized for their high-end features, with over 90% of new energy users acknowledging the high-end capabilities of Chinese brands [13][19] - The standardization of advanced features in Chinese high-end models is significantly higher than that of overseas luxury brands, particularly in areas like lane-keeping assistance and 360° panoramic imaging [19][21] - Collaborations between luxury brands and Chinese tech companies are expected to enhance their technological offerings, with several partnerships set to launch new models by 2025 [24][26]
豪华信仰崩塌，BBA不再吸引年轻人
3 6 Ke·2025-11-05 09:44