3 6 Ke·2026-01-15 13:19Core Viewpoint - The automotive market is transitioning from an incremental growth phase to a more mature, competitive environment, with 2026 expected to be a pivotal year for both domestic and joint venture brands [1][6]. Group 1: Market Trends - The past two years have seen a significant decline in retail sales of passenger cars, with November and December figures showing year-on-year decreases of approximately 8% and 14% respectively [1]. - The market is shifting from an incremental to a stock market, indicating a more competitive landscape where price wars have been prevalent among domestic giants and new entrants [2]. - The competition has led to a clearer definition of product characteristics, with new entrants setting trends that traditional giants have begun to follow [5]. Group 2: Competitive Landscape - Joint venture brands are currently experiencing a window of opportunity due to the competitive environment easing, allowing them to regain some market share [3][10]. - The competition has resulted in a transfer of product definition power from joint ventures to new entrants, with traditional brands focusing on maintaining market share rather than aggressive expansion [4][10]. - The marketing strategies of joint venture brands are evolving, with a shift towards more localized development and pricing strategies [13][14]. Group 3: Future Outlook - By 2026, joint venture brands are expected to have more operational space as the competitive pressure diminishes, with companies like Toyota and Nissan already showing promising sales in their new energy lines [7][9]. - The market for vehicles priced between 10,000 to 20,000 remains a battleground, with joint venture brands still holding significant influence in this segment [20][21]. - Upcoming strategic new models from joint venture brands, such as the Volkswagen ID.ERA and Toyota Platinum 7, are anticipated to play a crucial role in shaping market dynamics this year [21].