3 6 Ke·2025-12-25 04:00Core Insights - The traditional luxury car dealership model is facing significant challenges, exemplified by the sudden closure of a major Porsche dealership in Zhengzhou, leaving customers without support and highlighting the struggles of established luxury brands [1][3] - Emerging domestic high-end brands are gaining traction, with consumers increasingly opting for experiences at user centers that offer high-quality services, contrasting sharply with the declining offerings at traditional dealerships [1][3] Group 1: Market Dynamics - The market share of traditional luxury brands like Porsche has dropped from 24% to 19% in the first three quarters of the year, with significant declines in sales for models like the Macan [9] - The loyalty of BMW, Mercedes-Benz, and Audi owners has fallen below 18%, indicating a loss of consumer confidence in these brands [7] - Domestic brands such as AITO and NIO are capturing a growing share of the market, with 36.81% and 27.22% of their potential customers coming from existing BBA users [3][7] Group 2: Sales Performance - In November, the top-selling models in the 400,000 RMB segment included six domestic vehicles, with the AITO M8 leading sales at 16,284 units, while traditional luxury models like the Audi A6L and BMW 5 Series saw significant declines [8] - The NIO ES8 experienced a staggering year-on-year sales increase of 1768.7%, while traditional luxury brands generally reported double-digit sales declines [8] - The new luxury model, the ZunJie S800, sold over 2,000 units in November, surpassing the combined sales of the Mercedes S-Class, BMW 7 Series, and Audi A8 [11] Group 3: Strategic Responses - Traditional luxury brands are initiating a counter-offensive to reclaim market share, with new electric models being introduced, such as Audi's E5 Sportback and Mercedes' new electric CLA, although initial sales have been underwhelming [13][15] - BMW is focusing on the upcoming iX3, which aims to compete directly with established domestic models, but faces challenges due to delayed market entry [15][17] - The competitive landscape is intensifying, with domestic brands planning to expand their offerings, including new flagship models and MPVs, to further penetrate the luxury market [18] Group 4: Future Outlook - The year 2026 is anticipated to be a critical period for traditional luxury brands as they launch new models and strategies to compete in the electric vehicle market [19] - The success of these brands will depend on their ability to adapt to changing consumer preferences and technological advancements in the automotive industry [19]