2026年春节车市变天，金融工具取代官降成促销主角，1月乘用车销量同比下降6.8%

Group 1 - The domestic automotive market during the 2026 Spring Festival is characterized by a new pattern of financial tools leading promotions and increasingly differentiated consumer decisions due to the combination of consumption policy stimulation and seasonal factors [1] - Unlike previous direct price cuts by automakers, brands this year prefer to lower purchase thresholds through financial schemes, with companies like Leap Motor offering cash discounts and zero-interest financing, while BMW has adjusted suggested retail prices for over 30 models, with a nearly 30% price reduction for the 530Li model [3][4] - The shift in terminal sales strategies is driven by deeper policy adjustments, including the new vehicle replacement subsidy policy effective from January 1, 2026, which changes the subsidy calculation method to a percentage of the new car price [3] Group 2 - As of February 16, 2026, the cumulative number of vehicle replacements reached 607,000, generating new car sales worth 99.56 billion yuan, with the average price of new cars participating in the replacement program exceeding 160,000 yuan, a significant increase from the previous year [4] - Despite these developments, the overall automotive market remains in an adjustment phase, with January production and sales figures showing declines in both passenger car production and sales compared to the previous year [4] - Looking ahead to February, it is anticipated that the willingness of new energy vehicle manufacturers to reduce prices will decrease, leading to a cautious consumer mindset that may suppress normal purchasing demand [4]