当下,消费者更加理性,市场的话语权已然发生了转移。眼下,中国新能源汽车的综合技术实力、供应链的 成熟度得到了全球认可,不少跨国企业把电动车的技术研发中心放在了中国,也有企业尝试通过中方合作 伙伴的电动化技术,实现快速"上车",如大众与小鹏的合作,上汽与奥迪的合作等。 业内人士表示,对豪华品牌们而言,市场"寒冬"并不代表在中国市场的败退,豪车真正的底牌——品牌积 淀、工程实力与服务质感仍被多数中国消费者认可。与其打价格战,不如优化产品的市场匹配度,进行智 能化加速,再用本土化生态把故事讲圆,让"渡劫"成为"蜕变"。 记者 张志恒 孙佳琪 更关键的是,国产汽车品牌在高端市场的强势崛起,对进口豪车形成了直接冲击。2025年上半年,中国品牌 乘用车销量占比达到68.5%,同比提升6.6个百分点；在30万元以上新能源乘用车市场,中国品牌占比已超 过八成。 例如,今年前11个月,问界交付量达37.67万辆,单车均价高达40万元,成为中国市场单车均价最高的豪华品 牌；蔚来前11个月销量约27.79万辆,同比增长45.6%,单车成交价34.2万元,已超过不少传统豪华车品牌。 "进口豪车遇冷,主要原因还是国产高端品牌的崛起。同 ...

Core Viewpoint - The imported luxury car market in China is experiencing significant price reductions and declining sales, with domestic brands gaining market share and competitiveness [1][5][7]. Group 1: Price Reductions - Maserati's Grecale model, once priced around 900,000 yuan, is now available for as low as 358,800 yuan, reflecting a discount of over 60% [1][2]. - Aston Martin's DBX model has seen its price drop from 2,448,000 yuan to between 1,600,000 and 1,700,000 yuan, equating to a discount of approximately 35% [3]. - Porsche's 718 model is being offered at a significant discount, with prices as low as 50,000 yuan after adjustments [4]. Group 2: Market Trends - The imported car market in China has seen a decline from 1.43 million units in 2014 to 400,000 units in 2025, marking a 30% year-on-year decrease [5][6]. - Maserati's sales in China have plummeted from 14,400 units in 2017 to just 1,228 units in 2024, a drop of over 70% [5]. - The overall luxury car market is under pressure, with domestic brands capturing 68.5% of the passenger car market share in the first half of 2025, up 6.6 percentage points year-on-year [7][8]. Group 3: Competitive Landscape - Domestic high-end brands are increasingly competitive, offering better technology and features at similar price points, which is impacting the sales of imported luxury vehicles [7][8]. - The shift in consumer preferences towards domestic brands is evident, as they provide more intelligent and higher-configured products compared to traditional imported luxury cars [8][9]. - Foreign luxury brands are adapting by integrating into local supply chains and developing models specifically for the Chinese market, such as BMW and Mercedes-Benz's new production plans [10][11].

Group 1 - The luxury car market in China is experiencing significant price reductions, with brands like Maserati and Aston Martin offering substantial discounts on their models [1][3][5] - Maserati's Grecale electric SUV has seen its price drop from nearly 900,000 yuan to as low as 358,800 yuan, representing a discount of over 60% [1] - Aston Martin's DBX model is now priced between 1.6 million to 1.7 million yuan, down from a guide price of 2.448 million yuan, effectively a 35% discount [5] Group 2 - The overall import car market in China has been declining, with a reported 30% drop in imported vehicles from January to October 2025, marking the largest year-on-year decline in recent years [8][10] - Maserati's sales in China have plummeted over 70% from its peak in 2017, with only 1,228 units sold in 2024 [9] - The luxury car segment is facing increased competition from domestic brands, which have gained significant market share, particularly in the high-end segment [12][15] Group 3 - The market share of high-end vehicles priced over 300,000 yuan has decreased from 15% in 2017 to 13% in 2025, indicating a shift in consumer preferences [12] - Domestic brands are increasingly preferred due to their cost advantages and rapid improvements in product quality, impacting the sales of imported luxury vehicles [15][19] - Foreign luxury brands are now focusing on adapting to the Chinese market by enhancing their product offerings and integrating into local supply chains [17][19]