进入“冰河世纪”的合资品牌，如何在山穷水尽中，找到又一村？

Core Viewpoint - The Chinese automotive market in 2025 is experiencing a significant divide, with domestic brands rising rapidly while joint venture brands struggle to adapt to the changing landscape [2][11]. Group 1: Market Dynamics - Domestic brands captured 63% of the market share in March, indicating their strong growth [2]. - Joint venture brands sold 48,000 vehicles in March, reflecting a 4% year-on-year decline, highlighting their challenges in the current market environment [2]. Group 2: Technological Transformation - The transition from traditional fuel vehicles to new energy vehicles is crucial for determining the market position of car manufacturers [4]. - Joint venture brands are attempting to innovate by developing new technologies, such as Volkswagen's partnership with XPeng to create intelligent driving systems and Toyota's collaboration with Huawei for smart cabins [4][6]. Group 3: Consumer Trust and Safety - Traditional joint venture giants are focusing on safety to rebuild consumer trust, with examples like SAIC Volkswagen's precision manufacturing and FAW Toyota's TNGA architecture emphasizing safety features [6]. - The use of high-strength materials, such as 1700MPa martensitic steel in Changan Ford's models, showcases the commitment to safety [6]. Group 4: User Engagement and Brand Loyalty - Some joint venture brands are shifting focus from hardware to deepening user engagement, as seen in initiatives like Mercedes-Benz's AR vehicle customization and GAC Honda's "Z Generation" marketing events [8][10]. - Changan Ford has built a community of 60,000 "Ford Explorers," engaging them through adventurous activities, which helps transform the brand from a mere product to an emotional connection [8][10]. Group 5: Strategic Adaptation - The automotive industry is facing a complex transition, with companies like Mercedes-Benz and Toyota signaling different strategies, reflecting the lack of a one-size-fits-all roadmap for transformation [11]. - Changan Ford reported a net profit of 2.09 billion yuan in 2024, indicating a successful value strategy and a healthy dealer profitability rate of around 60-70% [11].