2025汽车大事记：政策锚定“理性竞争” 汽车行业严控无序价格战

Core Viewpoint - The Chinese government is taking decisive actions to regulate the "price war" in the automotive industry, aiming to promote rational competition and high-quality development through the release of the "Automotive Industry Pricing Behavior Compliance Guidelines (Draft for Comments)" [1][3][10]. Group 1: Regulatory Actions - The National Market Supervision Administration released guidelines to standardize pricing and sales behaviors, requiring clear pricing and prohibiting misleading promotional tactics [1][3]. - Following the release of the guidelines, several major automotive companies, including BYD and Xpeng, expressed support and committed to adhering to the new pricing regulations [3]. - The government has initiated a series of measures, including cost investigations and price monitoring, to combat irrational competition in the automotive sector [10][11]. Group 2: Industry Impact - The ongoing "price war" has led to a decline in profit margins within the automotive manufacturing sector, with projected profit margins for 2024 at only 4.3%, down 8% year-on-year [4]. - The automotive industry has seen a significant increase in the number of models with price reductions, from 99 models in 2022 to 269 in 2024, before decreasing to 173 in 2025, indicating a shift towards more rational pricing strategies [11][13]. - The average price reduction for new passenger cars in the first 11 months of the year was 21,000 yuan, with a reduction rate of 10.9%, showing a trend towards more moderate pricing [13]. Group 3: Shift in Competitive Focus - The focus of competition among automotive companies is shifting from price competition to technology and service enhancements, as evidenced by increased R&D investments [11][13]. - In the first half of 2025, 16 major automotive companies invested a total of 123.07 billion yuan in R&D, with 83.33% of companies increasing their R&D spending [11][13]. - The ultimate goal of the regulatory measures is to create an ecosystem characterized by cost transparency, reasonable pricing, and value-based competition, which is essential for the sustainable development of the automotive industry [11].