昊铂本是埃安冲击高端市场的子品牌，曾是广汽埃安独立IPO故事中最重要的"估值增量"，被寄予了"中国保时捷"的厚望。半年前，集团还曾表态称，"未来 三年广汽将以不设上限的决心支持昊铂，将广汽集团顶尖的人力、物力、财力资源投入到昊铂中。" 1 1950 the 作者 | 柴旭晨 编辑 | 周智宇 从曾经豪言"投入不设上限"的宠儿，到如今并入埃安事业部，昊铂命运的齿轮再次转动。 12月18日，广汽集团宣布启动自主品牌BU改革。其中，最引人注目的是昊铂与埃安的合并，二者将纳入同一事业部统筹运营。 从三年前昊铂品牌出世，今年一月从埃安独立，再到如今重新融合，昊铂与埃安的分分合合与广汽集团命运走向息息相关。 改革后的BU制，意味着研发、生产、供应链进一步打通。一套人马，两个牌子，最大程度复用供应链优势，降低BOM成本，这是应对后续价格战的唯一出 路。此次改革，本质上是从"扩张优先"向"效率优先"的战略收缩，也是为了构建更清晰的品牌防御阵线。 尤其是战略、产品、研发、质量、销售、市场、财经、人事等核心职能部门，将重新归于一体。最终，埃安BU将独立承担从产品规划、研发到上市、盈利 的全流程经营责任，将对最终的市场表现和商业成 ...

Core Viewpoint - The automotive industry is experiencing a surge in sales due to increased promotional efforts and the impending expiration of tax exemption policies, with many companies achieving record sales in October. However, GAC Aion's performance stands out negatively, showing significant declines in both sales and financial results [1][2]. Sales Performance - SAIC Passenger Cars saw a substantial increase in domestic market sales by 234.4%, while BYD's sales grew approximately 11.47%, reaching a new high for the year. Geely's monthly sales exceeded 300,000 units for the first time, and Chery's new energy vehicle sales rose by 54.7% year-on-year, surpassing 110,000 units in a single month [1]. - GAC Aion's October sales were 27,014 units, reflecting a 7.2% decrease month-on-month and a 32.6% year-on-year decline, contrasting sharply with the overall industry growth [1][2]. Financial Results - GAC Group reported third-quarter revenue of 24.106 billion yuan, a year-on-year decline of 14.62%, with a net loss attributable to shareholders of 1.774 billion yuan, worsening from the previous year. For the first three quarters, revenue decreased by 10.49%, and net profit turned from a profit of 120 million yuan to a loss of 4.312 billion yuan, a staggering drop of 3693.3% [1][2]. Market Dynamics - GAC Aion's struggles are attributed to intense competition in the domestic automotive market and rapid changes in demand structure. The brand, once dominant in the ride-hailing market, is now facing unique challenges as the market evolves [2][6]. - The ride-hailing market saw a significant slowdown, with GAC Aion's share of new ride-hailing vehicles dropping as the overall market contracted. In 2023, GAC Aion accounted for 220,000 of the 850,000 new ride-hailing vehicles, representing 45% of its total sales for the year [6]. Product Strategy and Challenges - GAC Aion's sales have halved over two years, with average monthly sales dropping from over 40,000 units in 2023 to 20,000 units in 2025. The brand's reliance on pure electric vehicles limits its competitiveness, especially in northern markets where hybrid models are preferred [3][7]. - Despite launching new models aimed at private consumers, such as Aion Bawanglong, Aion RT, and Aion UT, these vehicles have not met sales expectations, with monthly sales remaining between 3,000 and 6,000 units [8][12]. Organizational Changes and Future Outlook - GAC Group is undergoing internal reforms to enhance efficiency, including the integration of marketing resources across brands. However, the pace of these reforms has been slow, leading to challenges in decision-making and execution [11][12]. - The introduction of a new brand focused on B-end markets (ride-hailing and taxis) is planned, but has yet to materialize. Meanwhile, GAC Aion has partnered with JD.com and CATL to launch the Aion UT Super, which has generated significant market interest despite potential infrastructure limitations [13][15].