雷军缺席的广州车展：新势力集体务实，“流量时代”终结

Core Insights - The 2025 Guangzhou Auto Show featured 93 global premieres, a significant increase from 78 last year, but the expected excitement was notably absent [1] - Despite the increase in new car launches, the event experienced lower attendance and engagement compared to previous years [1][4] Group 1: New Energy Brands - New energy brands like Xiaomi and Xpeng had less impactful presentations compared to previous events, with fewer high-profile product launches [4][9] - The absence of key executives like Lei Jun and Yu Chengdong at the event contributed to a lack of excitement, as their presence typically generates significant media attention [5][9] - The new energy brands focused more on technology explanations and market performance rather than launching groundbreaking new models, leading to a subdued atmosphere [9][18] Group 2: Traditional Automakers - Traditional automakers showcased a stronger lineup of new energy vehicles, with models like GAC Toyota's Platinum 7 and Audi's E SUV concept drawing more attention [13] - The traditional brands view the Guangzhou Auto Show as a critical platform for strategic positioning and sales momentum, contrasting with the new energy brands' more pragmatic approach [14][36] - High-end sub-brands from traditional manufacturers attracted significant media interest through celebrity appearances and engaging marketing strategies, enhancing their visibility [22][27] Group 3: Market Dynamics - The shift in focus from generating traffic to achieving actual sales reflects a broader industry trend where new energy brands prioritize efficiency and profitability over mere visibility [17][21] - The competitive landscape is evolving, with new energy brands increasingly relying on online channels for customer engagement and sales, reducing their dependence on physical auto shows [17][18] - Traditional brands, while leveraging their established market presence, may risk over-reliance on celebrity endorsements, potentially diverting resources from essential areas like technology development and customer service [31][36] Group 4: Industry Transformation - The contrasting experiences at the Guangzhou Auto Show highlight a fundamental shift in the automotive industry, moving from hype-driven strategies to more sustainable business practices [32][36] - Both new energy and traditional brands must prove their value through innovation, customer experience, and cost management as competition intensifies [36]