“SBBA”格局初现：豪华汽车市场的格局重塑

Core Viewpoint - The luxury automotive market in China is undergoing a significant transformation, with the emergence of new players like the Xiangjie brand, which is reshaping the competitive landscape traditionally dominated by German brands (BBA) [1][2][18] Industry Transformation and Consumer Awakening - The luxury automotive market is experiencing a reshuffle driven by industry transformation and evolving consumer preferences, with the penetration rate of new energy vehicles (NEVs) surpassing 50% in 2025 [2] - A report indicates that 35% of high-net-worth individuals in China prefer new energy vehicle brands over traditional German brands, marking a historic shift in brand preference [2] - The traditional luxury market segment of mid-to-large luxury sedans, previously dominated by BBA, is being disrupted, with Xiangjie S9T achieving top sales in this segment [2][11] Changing Consumer Demands - The motivations for purchasing luxury vehicles have shifted from social status symbols to driving enjoyment and practical experiences, reflecting a more rational consumer trend [6] - The advent of L3 autonomous driving technology has made advanced features and quality experiences central to luxury perceptions, leading consumers to prioritize value over brand prestige [6] Xiangjie's Strategic Positioning - Xiangjie’s product strategy aligns with industry trends, focusing on dual flagship models (S9 and S9T) that cater to diverse consumer needs, effectively breaking through BBA's market defenses [7] - The pricing strategy positions Xiangjie within the competitive luxury price range of 300,000 to 450,000 yuan, offering fully equipped models that challenge traditional luxury pricing models [7][10] Product Features and Market Performance - The new Xiangjie S9 targets business elites and high-end families, while the S9T is designed for outdoor and travel needs, creating a dual-track strategy that enhances market coverage [8][10] - Both models utilize advanced technology platforms, offering features such as industry-leading autonomous driving capabilities and extensive range, addressing consumer concerns about practicality and emotional value [10] Sales and Brand Recognition - Xiangjie has established a positive feedback loop of sales growth, brand reputation, and channel expansion, successfully penetrating the core luxury market [11][12] - Over 60% of new customers for Xiangjie come from traditional luxury brands, indicating a successful shift from being a secondary choice to a primary target for consumers [12] Future Growth and Strategic Partnerships - Xiangjie is committed to deepening its market presence through channel expansion and product innovation, with plans to introduce new SUV and MPV models [15] - A strategic partnership with Huawei aims to enhance technological capabilities and ensure ongoing development in key areas, with a planned investment of 20 billion yuan over three years [14][15] Conclusion - Xiangjie’s growth trajectory illustrates a new path for high-end automotive brands in China, moving from traditional luxury to a new standard defined by technology and consumer-centric value [17][18]