在传承与变迁中寻找永恒价值——《2025高端座驾市场需求与趋势洞察白皮书》发布

Core Insights - The article discusses the evolving definition of "ultra-luxury cars" in the context of changing consumer values and market dynamics in China, emphasizing the need for the industry to rethink what constitutes "ultra-luxury" by 2025 [1][2]. Group 1: Definition and Value Proposition - "Ultra-luxury cars" are defined not just by price but by the social and personal values they embody, which serve as enduring value anchors [2]. - The social value, characterized by scarcity, exclusivity, and community attributes, remains a core element of luxury goods [3][5]. Group 2: Consumer Behavior and Trends - The white paper reveals that the price range for purchasing ultra-luxury cars is relatively balanced between 1 million to 10 million yuan, indicating no clear consensus on price thresholds among consumers [3]. - The shift in consumer behavior from "conspicuous consumption" to "self-pleasure" reflects a deeper cultural influence, with consumers increasingly valuing uniqueness and personal satisfaction over mere display [6][8]. Group 3: Consumer Demographics - The primary consumers of ultra-luxury cars are identified as the "wealth-creating generation," characterized by high education and professional expertise, with significant wealth accumulation from salaries (33.2%), investments (27.2%), and entrepreneurship (16.8%) [10][11]. - This demographic is concentrated in manufacturing (34%), technology (24.8%), and finance (14%), representing the core of both traditional and new economies [11]. Group 4: Brand Preferences and Loyalty - The "wealth-creating generation" shows a strong preference for customization, with 56.8% favoring personalized versions of vehicles, and a high brand loyalty, with 80% indicating they would repurchase from the same brand [14]. - The most favored brands among consumers are Maybach and Rolls-Royce, each capturing 44% of consumer preference, indicating a strong consensus on traditional luxury brands [16]. Group 5: Market Dynamics and Competition - The ultra-luxury market is experiencing competition from new domestic brands like "Aiming" and "Zun Jie," which are leveraging technology and user-centric approaches to challenge established luxury brands [20][24]. - Despite the emergence of new players, traditional luxury brands maintain a solid consumer base, with 67.2% of respondents preferring established ultra-luxury brands over new entrants [25]. Group 6: Future Directions - The future of ultra-luxury cars will involve a comprehensive reconstruction of brand assets, focusing on functional innovation, experiential engagement, and emotional connections with consumers [30][33]. - A balanced approach that integrates cutting-edge technology with traditional brand values will be essential for success in the evolving market landscape [34].