2025高端座驾市场需求与趋势洞察白皮书

Market Dynamics - The ultra-luxury car market in China is undergoing significant structural changes driven by policy, economic conditions, technological advancements, and cultural shifts[5]. - By 2025, the threshold for identifying high-priced vehicles will drop to 900,000 RMB, impacting traditional luxury brands to adapt through subsidies and flexible pricing strategies[5]. Economic Environment - In 2024, the average disposable income per capita in China is projected to be 41,314 RMB, with a consumption expenditure of 38,230 RMB, both growing at approximately 5%[6]. - The number of high-net-worth families in China has been declining, leading to reduced consumer confidence and pressure on the ultra-luxury car market[6]. Technological Advancements - Breakthroughs in battery technology and AI are enhancing the performance and user experience of electric vehicles, but challenges remain in safety, supply chain stability, and cost control[9]. - The evolution of autonomous driving technology is becoming a competitive battleground among major car manufacturers, shifting consumer perceptions of driving needs[9]. Consumer Behavior - A survey indicates that 44% of consumers prefer brands like Maybach and Rolls-Royce, while 42% are inclined towards personalized versions of ultra-luxury cars[89][102]. - The preference for SUVs is evident, with 40% of consumers favoring this model type, reflecting a balance between luxury and practicality[101]. Brand Value Preferences - Consumers prioritize brand recognition (72%), performance (81%), and unique design (70%) when evaluating ultra-luxury cars, with financial value being less significant[52][63]. - The demand for personalized services, such as one-on-one remote engineering support, is high among ultra-luxury car owners, indicating a desire for exclusive experiences[106]. Market Trends - The shift from a seller's market focused on "incremental expansion" to a buyer's market characterized by "stock competition" is reshaping the competitive landscape[10]. - The emergence of new wealth classes and changing consumer values are driving a transition from ostentatious consumption to a focus on personal satisfaction and unique experiences[49].