狂热营销逐渐退却 中国车市正经历一场从"流量为王"到"理性务实"的剧烈转身。过去两年堪称"车企高管 IP之年"，甚 至出现了董事长级高管在车展现场亲自下场直播，网红打卡、热搜营销也几乎成为了众多车企的标 配。 华为和小米是近几年在汽车领域发展最快、关注度最高的两家企业。去年的广州车展上，小米集团创 始人雷军和华为终端BG董事长余承东作为流量人物引爆现场，是令众多车企羡慕的流量密码。今年 上海车展时，余承东与智界、享界和问界的老总一起做起了直播，他还称华为和上汽一起打造的"尚 界"品牌首款车预计销量会"大爆"；上海车展上的小米展台也较为热闹，不过雷军没有出席，当时距 离"小米SU7燃爆事故"还不到一个月的时间。此后的成都车展和本次广州车展，雷军都没有出席， 几大车企掌门人之间互相拜访展台的场景也没有出现。 作者 | 第一财经 武子晔、黄琳 22万平方米的展馆内，2025年的广州车展较为冷清。 没有高管串台的热闹，没有"流量"的狂欢，甚至缺少了年底压轴车型上市的声量。从口号式营销、 流量为王到舆论大战再到安全争议、行业整改，处于转型深水区的车企正集体变得更务实、更理性。 2025.11. 24 本文字数：2052 ...

2025.11. 20 本文字数：2673，阅读时长大约4分钟 作者 | 第一财经 冯迪凡 德国举步维艰的汽车行业再迎风雨。 今年三季度末，整车制造商在机动车及发动机生产领域雇用44.68万人，同比减少3.8%。在汽车供 应行业中，从事车身、上装及拖车制造的供应商就业人数下降4.0%。汽车零部件及配件领域的降幅 更为显著，同期减少11.1%。 20日，德国联邦统计局发布最新数据显示，德国工业近期遭遇了显著的就业岗位流失，其中汽车行 业受冲击尤为严重。由于数万个工作岗位被裁撤，德国汽车行业就业人数已降至十多年来的最低水 平。 具体而言，截至2025年第三季度末，骑车业就业人数较上年同期减少逾48700人，降幅达6.3%，在 员工规模超过20万人的主要工业部门中居首位。 值得注意的是， 在汽车产业内部，供应商受裁员冲击远大于整车制造商。 柏林自由大学现代中国学院客座研究员、中国欧洲学会经济研究分会理事史世伟教授长期在欧洲追踪 德国工业发展和政策。他对第一财经记者表示，德国汽车业在全球各地发展不同，在美国市场面临关 税和销售下降，在中国市场面临电动车的强力竞争，目前也在"卷价格"和试图在生产上流程创新，不 过在欧洲 ...

德国汽车行业就业人数已降至十多年来的最低水平。 德国举步维艰的汽车行业再迎风雨。 20日，德国联邦统计局发布最新数据显示，德国工业近期遭遇了显著的就业岗位流失，其中汽车行业受 冲击尤为严重。由于数万个工作岗位被裁撤，德国汽车行业就业人数已降至十多年来的最低水平。 具体而言，截至2025年第三季度末，骑车业就业人数较上年同期减少逾48700人，降幅达6.3%，在员工 规模超过20万人的主要工业部门中居首位。 值得注意的是， 在汽车产业内部，供应商受裁员冲击远大于整车制造商。 柏林自由大学现代中国学院客座研究员、中国欧洲学会经济研究分会理事史世伟教授长期在欧洲追踪德 国工业发展和政策。他对第一财经记者表示，德国汽车业在全球各地发展不同，在美国市场面临关税和 销售下降，在中国市场面临电动车的强力竞争，目前也在"卷价格"和试图在生产上流程创新，不过在欧 洲市场上德国汽车在关税等因素的影响下，仍有相对优势。 供应商裁员幅度远超整车制造商 德国联邦统计局数据显示，德国汽车业从业人数降至72.14万人，创历史新低。此前的低点为2011年第 二季度末（71.8万人）。尽管如此，汽车工业仍是机械工程之后的德国第二大就业部门。 ...

Core Insights - The event surrounding the unveiling of the IRON humanoid robot by XPeng Motors has transcended technical debates, evolving into a broader discussion about trust, technology, and the future of the automotive industry [1][5] - XPeng's efforts to validate the IRON robot reflect a significant shift in the automotive sector, moving from traditional competition focused on hardware to a comprehensive transformation towards building future transportation ecosystems [1][4] Industry Transformation - The automotive market has shifted from hardware-centric competition, exemplified by brands like Volkswagen and Toyota, to a landscape where electric and intelligent vehicles dominate, allowing new entrants to redefine competition [2][3] - XPeng's product matrix, including the X9 range-extended vehicle and the IRON robot, showcases a cross-disciplinary approach that integrates AI and sensor technologies, indicating a move towards a holistic mobility service provider model [2][3] Technological Integration - The underlying logic of automotive companies venturing into robotics is based on decades of technological accumulation in areas such as intelligent control and multi-sensor integration, which align with the core needs of humanoid robots [3] - XPeng's commitment to full-stack self-research, from AI chip design to material development for the IRON robot, exemplifies a high level of control and innovation, enabling precise coordination of the robot's movements [3] Competitive Landscape - The trend of multi-dimensional strategies in the automotive industry is not unique to XPeng; other companies like Hyundai and Chery are also integrating robotics into their operations, indicating a collective industry shift [4] - The future competitiveness of automotive companies will hinge on their ability to create a complete ecosystem that combines hardware, software, and service scenarios, moving beyond mere vehicle sales [4][5] Conclusion - The process of validating the IRON robot serves as a metaphor for the automotive industry's broader transformation, emphasizing the need for innovation and adaptability in the face of skepticism [5]

Core Viewpoint - Mercedes-Benz is undergoing significant restructuring, including a large-scale layoff plan aimed at optimizing capacity, supply chain, and personnel, with a focus on voluntary departures and cost savings [3][4]. Group 1: Layoff Plan - Mercedes-Benz is implementing its largest layoff plan in history, with approximately 4,000 employees already accepting severance packages [3]. - The severance compensation is designed with a gradient structure based on job level and years of service, with the highest compensation reaching "N+11" and senior management receiving up to €500,000 (approximately 4.1 million RMB) [3]. - The CEO, Ola Källenius, aims to encourage around 30,000 employees to voluntarily leave by 2027, targeting annual savings of approximately €5 billion through outsourcing, not filling vacant positions, and severance packages [3]. Group 2: Industry Context - The automotive industry is experiencing performance fluctuations due to deep industry transformation, intensified market competition, and tariffs, leading to a "slimming down" trend among major automakers [4]. - In the first half of 2025, Mercedes-Benz's net profit is projected to decline by 55.8% [4]. - Other major automakers, including Volkswagen and Bosch, are also announcing significant layoffs and capacity reductions, with Volkswagen planning to cut over 35,000 jobs in Germany by 2030 [5].

Core Viewpoint - Dongfeng Motor Group has appointed Feng Changjun as the new General Manager, replacing the previous position that had been vacant for eight months, indicating a strategic shift in leadership to enhance capital market performance and operational management [2][3][4]. Group 1: Leadership Change - Feng Changjun, born in May 1978, has a strong background in finance and management, having served as the Chief Accountant and a member of the Party Committee at Dongfeng Motor since June 2020 [2]. - His appointment comes after the previous General Manager, Zhou Zhiping, was reassigned to another group, highlighting a need for new leadership in the company [2]. Group 2: Capital Market Strategy - Dongfeng Motor is currently restructuring its capital market strategy, with plans for its subsidiary, Lantu Motors, to go public in Hong Kong, while Dongfeng Group will complete its privatization and delisting [3]. - The company has faced challenges with low stock valuation, with a market capitalization of HKD 39.12 billion and a price-to-book ratio of only 0.25 as of July 31, 2025, indicating a need for financial restructuring [3]. Group 3: Performance and Future Outlook - Dongfeng Group reported a 14.7% decline in vehicle sales in the first half of the year, with a net profit drop of 91.96%, emphasizing the urgency for asset reallocation to improve market performance [3]. - Lantu Motors is viewed as a key asset for Dongfeng, with its upcoming IPO seen as a critical step to enhance the company's overall valuation and operational success [4].

Core Viewpoint - The meeting between Dongfeng Motor's chairman and Huawei's executives highlights the ongoing collaboration in the automotive sector, emphasizing the importance of safety and quality in vehicle manufacturing [2][3][7]. Group 1: Collaboration with Huawei - Dongfeng Motor's chairman Yang Qing visited Huawei's founder Ren Zhengfei to discuss deepening cooperation in the automotive sector, particularly in the context of electric and intelligent vehicles [5][7]. - The partnership between Dongfeng Motor and Huawei began in 2018, focusing on electric and connected vehicle technologies, with a comprehensive strategic cooperation agreement signed in 2025 [7][8]. - Dongfeng's subsidiaries, including Lantu Motors, have also engaged in collaborations with Huawei, indicating a strong commitment to integrating Huawei's technology into their products [8]. Group 2: Industry Trends and Strategic Initiatives - The automotive industry is undergoing significant transformation, with companies like Dongfeng actively pursuing innovation in management and talent development to adapt to market challenges [7][8]. - The collaboration with Huawei is seen as a pathway for Dongfeng to enhance its product definition, smart technology, and marketing strategies, aiming for a more market-oriented operation [8][19]. - Other automotive companies, such as GAC Group, are also seeking deep collaboration with Huawei, indicating a broader trend of car manufacturers looking for technological empowerment from Huawei [19][20]. Group 3: Market Impact and Product Development - Huawei's intelligent automotive solutions have been adopted by over 20 mainstream car manufacturers, with cumulative sales of cooperative models exceeding 3 million units [22]. - New vehicle models launched by various manufacturers are increasingly highlighting their integration with Huawei's technology, showcasing the competitive edge provided by this collaboration [23].

Core Viewpoint - NIO aims to achieve profitability in Q4 2025, with a target of over 50,000 monthly deliveries and a gross margin of 16% to 17% [1][2][5] Group 1: Sales and Delivery Targets - NIO's founder and CEO, Li Bin, expressed confidence in achieving over 50,000 monthly deliveries in Q4, despite skepticism from the market [1] - In August, NIO's delivery volume exceeded 31,000 units, marking a historical high, with the L90 model alone delivering 10,575 units in its first month [1] - Cumulative deliveries for the first eight months of 2025 reached 166,500 units, a 30% year-on-year increase, but still short of the annual target of 440,000 units [3] Group 2: Profitability Challenges - Li Bin acknowledged that achieving profitability hinges on meeting the sales target of 150,000 units in Q4, with significant challenges ahead [3] - The company has set strict cost controls, aiming to keep sales and management expenses at 10% of revenue and R&D expenses between 2 billion to 2.5 billion yuan [2] Group 3: Cost Control and Efficiency - NIO is implementing a Cost Mining project to optimize costs across the entire lifecycle, including a 10% reduction in component costs through platform sharing [4] - The company has reduced R&D expenses significantly, targeting 2 billion to 2.5 billion yuan per quarter, down from over 3 billion yuan [3][4] Group 4: Product Strategy and Market Positioning - NIO is focusing on product differentiation and user trust to navigate profitability challenges, emphasizing the importance of technology and product planning [6][7] - The L90 and new ES8 models are positioned to leverage high gross margins, with targets set at 20% for these new models [5] Group 5: User Trust and Market Confidence - NIO is working to rebuild market confidence by aligning user interests with business decisions, emphasizing the importance of fulfilling brand commitments [8] - The company is enhancing its service network, with over 3,400 battery swap stations, which provide a competitive edge and diversify revenue streams [8][9] Group 6: Future Outlook - NIO's multi-brand strategy aims to balance scale and brand differentiation, with each brand targeting different market segments while sharing core technology [8] - The success of NIO's strategy will depend on its ability to convert product advantages into consumer confidence and achieve profitability thresholds [9]

Core Viewpoint - The automotive market in China is experiencing intensified competition, ongoing price wars, and significant penetration of new energy vehicles, leading to a shift in focus from volume to quality for dealers like Yongda Auto [2][9]. Group 1: Market Overview - In the first half of 2025, China's passenger car sales increased by 10.8% year-on-year to 10.902 million units, but the oversupply situation has intensified, leading to a price drop of 11.4% on average for new cars [2]. - The penetration rate of new energy vehicles reached 50.2%, with a single month exceeding 53.3%, impacting traditional fuel vehicle market share and shifting competition towards technology and service [2]. Group 2: Yongda Auto's Performance - Yongda Auto reported revenue of 27.072 billion yuan in the first half of 2025, maintaining profitability after asset impairment adjustments [3]. - The company improved operational quality, with inventory turnover days reduced to 26.3 days, a decrease of 0.4 days year-on-year, and net cash from operating activities increased by 66.9% to 1.167 billion yuan [3]. - The net debt ratio at the end of the period was 9.8%, down 0.4 percentage points year-on-year, indicating ongoing financial structure optimization [3]. Group 3: Operational Strategies - Yongda Auto implemented proactive inventory control and dynamic adjustments, reducing inventory balance to 4.986 billion yuan, a decrease of 6.8% from the end of 2024 [4]. - The company closed 19 non-core stores while opening 7 new stores focused on key brands, enhancing operational efficiency and brand concentration [4][5]. Group 4: New Energy and Aftermarket Growth - Yongda Auto's independent new energy brand sales reached 10,312 units, a 49% increase year-on-year, with direct sales mode growing by 123.1% [6]. - The average selling price of new energy vehicles was 267,300 yuan, with a gross margin exceeding 4%, significantly higher than traditional fuel vehicles [6]. - Aftermarket services for new energy vehicles generated 216 million yuan in revenue, a 75.8% increase, with a customer base of 72,300, reflecting a shift to a full-cycle operation model [7]. Group 5: Sustainable Development Logic - Yongda Auto's strategy of "controlling inventory, stabilizing cash flow, and enhancing services" aligns with the industry's transition from incremental to stock market competition [9][10]. - The company’s high after-sales absorption rate of 84.2% indicates that over 80% of fixed operating costs are covered by after-sales services, allowing new car sales to contribute minimally to overall profitability [10]. - The focus on quality over quantity positions Yongda Auto favorably in a market where service attributes are becoming more critical than sales attributes [10][11].

Core Viewpoint - Dongfeng Group's shares surged after resuming trading, reflecting market optimism regarding its strategic restructuring and the introduction of its subsidiary, Lantu Automobile, to the Hong Kong stock market [1][2]. Group 1: Stock Performance - Dongfeng Group's stock opened nearly 70% higher upon resuming trading, reaching a peak increase of 55.28% to HKD 9.270 per share, with a market capitalization of HKD 765 billion [1][2]. - The stock had been suspended since August 11, with the resumption announcement made on August 22 [1][2]. Group 2: Corporate Restructuring - The restructuring involves a "share distribution + absorption merger" model, where Dongfeng Group will distribute 79.67% of Lantu Automobile's shares to its shareholders before Lantu's introduction to the Hong Kong Stock Exchange [3]. - The total acquisition price for the transaction is HKD 10.85 per share, comprising HKD 6.68 in cash and HKD 4.17 in equity from Lantu [3]. Group 3: Financial Performance - In the first half of the year, Dongfeng Group sold approximately 823,900 vehicles, a 14.7% year-on-year decline, but achieved a revenue of HKD 54.533 billion, a 6.6% increase [5]. - Lantu Automobile, a high-end electric vehicle brand, delivered 85,697 vehicles in 2024, marking a 70% increase year-on-year, with cumulative sales of 68,263 vehicles from January to July 2024, an 88% increase [5]. - Dongfeng Group's financials show a significant drop in net profit, down 92% to HKD 55 million, despite a gross profit increase of 28% to HKD 7.599 billion [5].