Core Insights - The article discusses the competitive landscape of the high-end automotive market in China, highlighting the aggressive growth targets of domestic brands compared to the more conservative outlook of German luxury brands [4][6][10]. Group 1: Market Predictions - By 2026, domestic brands like NIO aim for a sales increase of 40-50%, targeting approximately 460,000 units, while Xiaomi aims for 550,000 units, a 34% increase [4]. - German brands Mercedes-Benz and BMW have projected annual sales of less than 500,000 units each, returning to levels seen a decade ago [4][8]. Group 2: Sales Performance - NIO's ES8 model saw a monthly sales peak of 22,000 units in December, while the AITO brand's models surpassed 100,000 units annually [5]. - In contrast, Mercedes-Benz's sales in China fell by 19% to 551,900 units in 2025, and BMW's sales dropped by 12.5% to 625,500 units, marking two consecutive years of over 10% decline for both brands [8]. Group 3: New Product Launches - In 2026, Mercedes-Benz plans to launch over 15 new and updated models, including the long-wheelbase pure electric GLC and GLE [9][18]. - BMW will introduce more than 20 new models, including the long-wheelbase iX3, as part of its second electric vehicle strategy [19]. Group 4: Market Dynamics - The article notes that the penetration rate of new energy vehicles in China is expected to exceed 60% in 2026, indicating a shift towards a new energy-dominated market [13]. - Traditional luxury brands are struggling with their electric transformation, with electric models contributing less than 10% to their total sales [14]. Group 5: Competitive Challenges - Domestic brands are aggressively targeting the high-end market, with AITO's luxury brand achieving significant sales in the premium segment [15]. - The competition is intensifying as domestic brands leverage product, technology, and brand strategies to challenge the established German luxury brands [20].
奔驰、宝马2026年预测不足50万辆，退回十年前丨36氪独家