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当豪华车开始炫耀“中国里子”
虎嗅APP·2025-09-19 11:10

Core Viewpoint - The traditional luxury car market is undergoing a significant transformation as consumers redefine what luxury means, focusing more on technology and performance rather than traditional attributes like engine sound and leather interiors [3][4]. Group 1: Market Dynamics - The launch of the Audi E5 Sportback exemplifies the shift in luxury branding, emphasizing smart technology and fast charging over historical brand narratives [6][7]. - Major luxury brands like BMW, Mercedes-Benz, and Audi have seen significant declines in delivery volumes in China, with decreases of 15.5%, 14.2%, and 10.3% respectively in the first half of the year [7]. - In contrast, Chinese electric vehicle brands are gaining market share, indicating a struggle for traditional luxury brands to adapt to the electric vehicle market [8][11]. Group 2: Challenges for Traditional Luxury Brands - Traditional luxury brands are experiencing "era anxiety," struggling to transition from internal combustion engines to electric vehicles, where the competitive focus has shifted to battery technology and smart features [11][12]. - The unique characteristics of the Chinese market, including high consumer expectations for smart technology, pose additional challenges for traditional brands accustomed to a more uniform global strategy [12]. - The previous reliance on brand heritage and craftsmanship for premium pricing is diminishing as younger consumers prioritize actual performance and experience [12][13]. Group 3: Strategic Partnerships - Traditional luxury brands are increasingly collaborating with Chinese technology firms like Huawei and battery manufacturers like CATL (Contemporary Amperex Technology Co., Limited) to enhance their offerings [30][31]. - Huawei's smart driving solutions and CATL's battery technology are becoming essential components for luxury brands to remain competitive in the evolving market [30][34]. - The partnership with CATL is particularly strategic, as the company holds a dominant position in the global battery market, with a 37.9% share and a significant presence in high-end electric vehicles [22][25]. Group 4: Future Implications - The collaboration between luxury brands and Chinese suppliers signifies a shift in the automotive industry's power dynamics, with traditional brands adapting to new realities by leveraging local expertise [32][35]. - The integration of Chinese technology into luxury vehicles is not just a survival strategy but also a reflection of the changing landscape of the global automotive industry [35][36]. - As luxury brands navigate this transformation, the balance between maintaining brand heritage and embracing new technologies will be crucial for their future success [34][36].