Di Yi Cai Jing·2026-01-05 04:29Core Viewpoint - The sales performance of new energy vehicle (NEV) brands, including NIO, Tesla, and Zeekr, remains strong despite upcoming policy changes regarding purchase tax and subsidies in 2026 [3][4][5] Group 1: Sales Performance - NIO's store in Shanghai experienced high customer traffic and demand for test drives during the New Year holiday, indicating robust consumer interest [1] - Other new energy vehicle brands, such as Tesla and Zeekr, also reported increased customer flow during the same period, suggesting a general trend across the industry [3] Group 2: Policy Changes - In 2026, two significant policy changes will affect the NEV market: the reduction of the vehicle purchase tax from full exemption to a 5% rate, and a shift in subsidy structure from fixed amounts to percentage-based subsidies [3] - Despite these changes, sales data from the New Year period indicate that the impact on market sales has been limited, as many new energy vehicles fall within the price range that still qualifies for full subsidies [3] Group 3: Manufacturer Responses - NIO has introduced a subsidy of 2,000 yuan to offset the increased purchase tax for its models, such as the Firefly priced at 119,800 yuan [4] - Zeekr has implemented a direct price reduction strategy to counteract the tax increase, offering significant discounts on tax payments [4] - Xiaomi Auto is focusing on attractive financing options, particularly for SUV models, to mitigate the impact of the new tax policy [4] Group 4: Market Coverage - Over 20 car manufacturers, including major players like Li Auto, NIO, and Zeekr, have adopted purchase tax "safety net" policies to support consumers [5] - Tesla, while a leading player in the NEV market, has not introduced any such measures, yet its sales performance remains unaffected during the holiday period [5]