车展观察｜从放权到调价 合资品牌在中国“量身”造车

Core Viewpoint - The Guangzhou Auto Show highlights the shift of multinational automotive companies towards localization and adaptation to the Chinese market, as they face increasing competition from domestic brands. Group 1: Market Dynamics - The Guangzhou Auto Show features 1,085 vehicles, with 629 being new energy models, indicating a strong presence of electric vehicles in the market [1] - Domestic brands hold a 65% retail market share and a 46.7% penetration rate in new energy vehicles over the first ten months [1] - Multinational brands are moving away from a "one-size-fits-all" approach and are instead focusing on localized research and development to better meet Chinese consumer demands [2][4] Group 2: Strategic Changes - Companies like Dongfeng Nissan are adopting a "GLOCAL" model, investing over 10 billion yuan in R&D and expanding their local teams to over 4,000 people [2] - Toyota has implemented a "China Chief Engineer" system, granting local teams full decision-making authority, which has led to successful product adaptations like the new RAV4 [3] - Volkswagen is launching a new product series, ID.ERA, aimed at the Chinese market, with plans to introduce multiple models from 2026 [3] Group 3: Technological Advancements - The auto show showcases advancements in smart technology, with companies like SAIC Volkswagen and Dongfeng Nissan introducing intelligent cockpit systems that cater to local user preferences [5][6] - Dongfeng Nissan's new model features a "scene-based intelligence" concept, integrating local services and real-time updates [6] Group 4: Product and Pricing Strategies - Brands are focusing on creating products tailored to the Chinese market, with competitive pricing strategies that include lowering prices and enhancing configurations [7][9] - Beijing Benz's new electric CLA model is priced competitively within the mid-range of domestic brands, reflecting a shift in luxury brand strategies [7] - BMW and Audi are also enhancing their product offerings with better configurations and competitive pricing, indicating a broader trend among luxury brands to adapt to local market demands [8][9]