告别标配人生，驭见中国新中产的“人生旷野”

Core Viewpoint - The year 2025 is anticipated to mark a significant shift for China's new middle class, moving towards a more introspective lifestyle that values personal experience over societal expectations [1][2]. Group 1: Changing Consumer Behavior - Consumers are increasingly willing to pay for self-enhancing experiences rather than for the approval of others, indicating a shift towards "self-pleasure" values [2]. - Over 60% of users who switched to the brand came from traditional luxury brands like BBA, with the figure rising to over 70% for the S9 model [3]. Group 2: Demographics and Lifestyle Changes - The typical user of the brand is aged between 30-45, having moved past the need to showcase social status through consumption [4]. - Users express a desire to reclaim their "lifestyle sovereignty," seeking a balance between navigating societal pressures and maintaining personal freedom [4]. Group 3: Product Features and User Experience - The S9 model provides a luxurious and safe experience, exemplified by a user who avoided an accident due to the vehicle's advanced safety features [6][15]. - The S9T model caters to users with high demands, offering practical solutions for outdoor activities and transforming into a mobile workspace [10][12]. Group 4: Market Dynamics and Brand Positioning - The brand is positioned as a market disruptor, redefining the value of luxury vehicles and challenging the dominance of traditional luxury brands [14][22]. - The emergence of the "SBBA" market structure signifies a shift in luxury definitions, moving from traditional metrics to technology-driven assessments of value [29][30]. Group 5: Strategic Investments and Future Outlook - The company has committed 20 billion yuan to the brand, reflecting a strategic focus on long-term growth and innovation [18][19]. - The brand's success indicates a broader trend where new middle-class consumers prioritize "technological dividends" over established brand narratives [33].