但不可忽视的是，国内车市价格战仍在持续。数据显示，10月份，乘用车产销分别完成299.5万辆和 296.1万辆，环比分别增长3.3%和3.6%，同比分别增长10.7%和7.5%。其中，新能源车新车降价车型的 降价力度算术平均达到1.8万元，降价力度达到11.1%。 近日，中国汽车工业协会副秘书长陈士华在10月月度销量发布会上表示，协会每天监控乘用车终端售 价，目前，终端价格下浮非常大，而且当前新车上市定价普遍较低，这种趋势需各方高度关注。 同时，整车厂应该认识到，通过创新进行竞争比单纯参与价格竞争更有效。《报告》认为，整车厂可以 转而采取一种策略，即以相同汽车售价提供更好的汽车技术，以此更好地满足消费者需求，且能保护产 品价值和品牌定位。 与之相对应地，多数消费者在购买下一辆车时，倾向于保持在与当前车辆相同的价格范围内。麦肯锡调 研结果显示，在10万元～15万元车价的主流细分市场，很少有人愿意在购买下一辆车时降级，这表明入 门级汽车消费者中有强烈的意愿升级到更好的车辆。然而，在剩余的细分市场，想要降级换车的车主比 例显著增加，已经接近2022年的水平。这可能由多种因素造成。例如，随着中国乘用车市场的价格竞争 ...

Core Insights - The automotive competition in China is shifting from price-based strategies to innovation-driven approaches, as price competition is losing its effectiveness in stimulating consumer demand [3][4] - In 2023, the net stimulating effect of price competition was only 3%, with over 60% of respondents indicating that price competition had no impact on their purchasing decisions [3] - The report suggests that automakers should focus on providing better technology at the same price point to meet consumer needs and protect brand value [3] Price Competition Trends - The discount rate for traditional fuel vehicles increased by nearly 8 percentage points in 2024 compared to 2023, while the discount rate for electric vehicles rose by nearly 5 percentage points [3] - The net stimulating effect of price competition only increased by 0.6% in 2024, indicating that the costs associated with price competition are not justified [3] - Consumers are increasingly able to purchase better-performing vehicles at lower prices, affecting their budget planning for future purchases [5] Consumer Behavior - Most consumers prefer to stay within the same price range when purchasing their next vehicle, particularly in the mainstream segment priced between 100,000 to 150,000 yuan [4] - There is a notable increase in the proportion of consumers willing to downgrade their vehicle choice in other market segments, approaching levels seen in 2022 [4] - The automotive market is experiencing a return to rationality in promotions and downgrades, with a moderate scale of new car price reductions observed in 2025 [5] Market Performance - In October, the production and sales of passenger vehicles reached 2.995 million and 2.961 million units, respectively, showing month-on-month growth of 3.3% and 3.6%, and year-on-year growth of 10.7% and 7.5% [5] - The average price reduction for new energy vehicles in October was approximately 18,000 yuan, representing an 11.1% decrease [5] - The China Automobile Industry Association is closely monitoring terminal prices, noting significant downward pressure on new car pricing [5]

Core Viewpoint - The article discusses the introduction of lightweight electric vehicles (EVs) by BYD and Suzuki in Japan, highlighting the competitive pricing strategy and the potential for increased EV adoption in a market where EV penetration is currently low [5][12][14]. Group 1: Market Context - Lightweight vehicles account for 40% of new car sales in Japan, making them a strategic focus for EV manufacturers [5][7]. - Japan has the lowest EV penetration among developed countries, with only 1-2% of new car sales being EVs, compared to around 20% in other markets [12][14]. - The average retail price of lightweight vehicles in Japan is approximately 1.63 million yen (about 75,800 RMB) as of 2024 [12]. Group 2: Competitive Landscape - BYD's lightweight EV "RACCO" is priced below 2 million yen (approximately 93,000 RMB), aiming to leverage cost advantages from its integrated production process [4][12]. - Suzuki is also developing its lightweight EV "Vision e-Sky," targeting mass production by 2026, although it has stated it will not engage in price competition [12][13]. - The introduction of competitive pricing strategies by both BYD and Suzuki is seen as essential for increasing EV adoption in Japan, where high prices and inadequate charging infrastructure have hindered growth [12][14]. Group 3: Future Outlook - BYD plans to launch the "RACCO" in the summer of 2026, with features tailored to Japanese consumers, including spacious luggage space and compliance with local charging standards [7][11]. - The lightweight EV segment is expected to drive the growth of EV sales in Japan, with models like Nissan's lightweight EV "Sakura" already capturing significant market share [13]. - The article indicates that if EV prices can be aligned with those of traditional combustion engine vehicles, the adoption rate is likely to accelerate [12].

Core Viewpoint - The Ministry of Industry and Information Technology and the China Automobile Industry Association advocate against disorderly price competition, promoting fair market practices to foster healthy industry development [1] Group 1: Market Competition Dynamics - Car manufacturers are shifting focus from price competition to technological innovation and enhancing user experience, recognizing that long-term competitive advantages cannot be achieved solely through pricing strategies [1][10] - Despite the shift, price competition remains prevalent in terminal sales, with 4S dealerships employing various limited-time promotional activities to capture market share [1] Group 2: Promotional Strategies - Many 4S dealerships are implementing aggressive promotional strategies, such as cash discounts and additional incentives, to attract customers during events like the "6.18 Mid-Year Sale" [2][3] - For instance, a BMW dealership offers a cash discount of up to 10,000 yuan, with some models seeing discounts as high as 50%, indicating a significant reduction from the official price [2] - Toyota's promotional activities also reflect substantial cash discounts, with some models offering up to 60,000 yuan in total incentives [3] Group 3: Inventory and Supply Chain Challenges - The industry faces high inventory levels, with national passenger car inventory reaching 3.5 million units in April, a 120,000-unit increase from the previous year, necessitating promotional strategies to alleviate stock pressure [5] - Sales personnel emphasize that accepting in-stock vehicles can lead to greater discounts, highlighting the need for manufacturers to manage inventory effectively [5] Group 4: Economic Pressures on Dealers - The automotive industry is experiencing significant economic pressure, with profit margins projected to drop to 4.3% in 2024, below the average for downstream industries [9] - A substantial portion of dealers are facing financial difficulties, with 41.7% reporting losses, and 84.4% experiencing price discrepancies that threaten their viability [9] Group 5: Consumer Behavior and Market Trends - Despite the industry's recognition of the dangers of price wars, consumer attraction through cost-effectiveness remains a critical sales strategy, as evidenced by the ongoing reliance on promotional pricing [10] - Sales personnel express confidence in their products and technologies, actively promoting new features to enhance consumer appeal, indicating a gradual shift away from price-centric sales tactics [10]