新春走基层｜新能源浪潮涌入小县城，增长背后亦有“变速”

Core Insights - The penetration rate of new energy vehicles (NEVs) in China is projected to reach 47.9% by 2025, with December 2025 marking the first month where it surpasses 50%, maintaining its position as the world's largest market for 11 consecutive years [2] - The transition of NEVs from a niche market to a mainstream consumer product is evident, with a significant increase in the variety of models available, including higher-end brands like Tesla and NIO [3][4] - Consumer preferences are shifting towards higher-value vehicles, as evidenced by the increasing presence of models priced above 200,000 yuan in the market [5] Market Dynamics - The growth of NEVs in rural areas, such as Zhuolu County, is accompanied by a structural shift in consumer preferences, moving from low-cost models to more diverse options that include premium brands [3][4] - The rapid expansion of charging infrastructure is supporting the growth of NEVs, with over 20 million charging facilities nationwide by the end of 2025, and a 56.2% year-on-year increase in private charging stations [6] - Despite the growth in infrastructure, charging anxiety persists, with only 28.7% of households having private charging stations, indicating a gap between infrastructure expansion and actual accessibility [6] Consumer Behavior - The demand for plug-in hybrid vehicles (PHEVs) is declining, with their contribution to the NEV market dropping from 69.7% in 2024 to 15.1% in the first three quarters of 2025, reflecting a market adjustment as pure electric vehicles become more affordable [7][8] - The average selling price of A-class gasoline vehicles has fallen below that of PHEVs, leading consumers to reassess the cost-effectiveness of hybrid models compared to traditional gasoline vehicles [8] - The willingness to pay for advanced driving features is low among consumers in rural areas, with a significant portion preferring basic, practical vehicles over those with high-tech features [9][10] Industry Trends - The 2025 NEV catalog includes a record 124 models, but there is a noted decrease in basic practical models designed for everyday use, as manufacturers focus on higher-margin products [10] - The current market environment allows consumers to make more informed choices, leading to a clearer understanding of genuine needs versus artificially stimulated demand [10]