Core Viewpoint - The penetration rate of new energy vehicles (NEVs) in retail reached 55% in August, indicating a shift in consumer preference from traditional fuel vehicles to NEVs after a prolonged competition [1][3]. Group 1: Market Dynamics - The increasing variety of NEVs and improvements in product quality, pricing, and user experience are driving consumer adoption [3][4]. - The design and aesthetics of vehicles have become a primary competitive factor, with consumers prioritizing appearance over other features [6][10]. Group 2: Consumer Preferences - A survey revealed that 68% of consumers consider exterior design the most important factor when purchasing a vehicle, surpassing brand reputation and comfort [9][10]. - The trend shows that consumers are willing to compromise on comfort and space for visually appealing designs [10]. Group 3: Industry Challenges - Many traditional automakers struggle with the transition to NEV design, often resulting in unattractive models due to a lack of understanding of consumer preferences [11][19]. - The rapid pace of design changes in the NEV sector increases the risk of producing less appealing vehicles, leading to a phenomenon where brands may produce "ugly cars" [15][16]. Group 4: Leadership and Design - The aesthetic direction of a vehicle is often determined by the company's leadership, highlighting the importance of having a clear vision for design [19]. - Companies are encouraged to empower their design teams and avoid centralized decision-making to enhance the aesthetic appeal of their vehicles [19].

编辑 | 田梦 01 拼颜值，新P7没有预售价 8月6日晚间，全新小鹏P7亮相并开启预订。99元意向金可抵扣3000元购车款，并可叠加上市权益，目前展车陆续到 店，新车将于本月内上市。 有些反行业惯例的是，开启预售了，小鹏汽车却没有公布预售价。通常新车发布前，厂商会通过预售价试探市场反应。 小鹏汽车这次为什么要跳过这步？ "这件事我们内部想了非常久，也争论了非常久。P7是中国新势力车企第一次大换代车型的代表，其实大家对于P7并不 陌生，所以我会跳过预售，直接揭晓最终价格。"小鹏汽车董事长、CEO何小鹏在现场表示。不过他也提到，一定不是 部分"鹏友"期待的"便宜"。 2020年4月，作为对标特斯拉Model 3的车型，初代小鹏P7上市。其凭借当时稀缺的纯电轿跑定位、4秒级零百加速性能 和智能化配置等核心优势，一经上市就得到市场追捧。2021年，小鹏P7全年累计交付达60569辆，占小鹏全年总交付量 的62%，是一款不折不扣的功勋车型。 文 | 财天COVER 董雪 一个有意思的细节是，这场发布会小鹏汽车花了半个多小时讲车身颜色。以前小鹏造车的逻辑是，在技术、成本、定位 等要求之下，尽量把车的造型做好。而现在的逻 ...