车fans社群话题：超豪品牌在国内还有发展机会吗？

Core Viewpoint - The luxury car market in China is undergoing a significant transformation, with traditional ultra-luxury brands facing challenges from domestic electric vehicle manufacturers that offer superior technology and value at lower price points [2][3][4]. Market Logic Disruption - The "scarcity" that ultra-luxury brands relied on is being undermined by the "technological democratization" of electric vehicles. Domestic brands like BYD and NIO are providing experiences that surpass traditional luxury cars, leading to a collapse of the premium pricing logic [2][3]. Changing Consumer Preferences - The historical narratives and craftsmanship that once defined ultra-luxury brands are losing their appeal. Consumers are now prioritizing results and experiences over brand heritage, making the "noble lineage" of these brands seem less relevant [3][4]. Redefining Opportunity Windows - Ultra-luxury brands are shifting from selling performance to selling experiences, but they struggle to prove their superiority in intelligence and sustainability in the electric vehicle sector. This indicates a systemic decline in brand value [4][5]. Market Dynamics - The era of ultra-luxury brands profiting effortlessly in the Chinese market is over. The previous "totem" attributes are reverting to mere commodity status, with economic conditions and the collapse of their premium narratives contributing to this shift [5][9]. Consumer Behavior Trends - The luxury car market share is expected to decline as wealthier consumers move away from traditional luxury brands. The focus is shifting towards internal experiences and value, with domestic brands increasingly matching or exceeding the luxury feel of established brands [9][10]. Strategic Insights - Ultra-luxury brands may need to adopt a strategy similar to that of luxury watches, focusing on exclusivity and limited editions to maintain their appeal among a niche market. However, this approach may only be viable for select brands [6][8]. Future Outlook - The ultra-luxury segment may still have opportunities, particularly in the high-end market where brand recognition and social status remain significant. However, the overall market dynamics suggest a challenging environment for traditional luxury brands [13][15][19].