中国人选“豪车”，不爱买进口了？

Core Insights - The luxury imported car market in China is experiencing a significant decline, particularly affecting brands like Mercedes-Benz, BMW, Audi, and Porsche, while Lexus shows a slight growth [2][5][23]. Market Performance - In 2024, the overall market for luxury cars priced over one million yuan is estimated at approximately 128,000 units, with a slight decline to 120,000 units in 2025, indicating a drop of less than 10% [6][23]. - The decline in imported luxury car sales is stark, with a reported drop of 30%-40% in 2024, contrasting with the overall market performance [6][24]. Brand Analysis - Lexus remains a standout, contributing 184,069 units in 2025, achieving a 2% year-on-year growth, while other luxury brands face steep declines [2][21]. - The sales figures for major luxury brands in 2023 show significant drops: Mercedes-Benz down 15%, Audi down 13%, and BMW down 9% [22][23]. Consumer Behavior - There is a noticeable shift in consumer preferences, with many buyers moving away from traditional luxury brands towards newer domestic models, reflecting a change in the perception of luxury [12][29]. - The acceptance of domestic luxury brands is increasing, with models like the ZunJie S800 and brands like Yangwang gaining traction in the market [11][28]. Future Trends - The luxury car market is evolving towards a more diversified and personalized consumer base, with a growing demand for unique features and experiences rather than just brand prestige [31][34]. - The trend indicates that the "import" label is losing its allure, as consumers prioritize tangible value and features over brand history and prestige [36][19].