记者丨 郑植文 易思琳 编辑丨张明艳 8月尾声，成都被绵绵细雨包裹，这份清冷恰与成都车展的"格局转变"相映。2025成都车展， 曾经群星闪耀的超豪华阵营集体退场，合资品牌阵营缩编，唯有自主品牌的强势亮相与卖车的 务实目标，成为本届成都车展最鲜明的底色。 尽管今年成都车展的场馆面积仍维持去年22万平方米的历史高位，近120个汽车品牌携超1600 辆展车集结，但"结构性改变"已肉眼可见：比亚迪、长安、奇瑞等传统车企以"包馆"姿态集中 亮相，而保时捷、宾利、兰博基尼、劳斯莱斯等超豪华品牌则集体"失约"；新闻发布会数量也 持续缩水，仅61场的规模远不及往年，蔚来、比亚迪、岚图等车企选择将重要车型的相关发布 会前置，跳出车展期间的"扎堆营销"。 这份改变背后，是成都这座"汽车第一城"的消费底气。 自2023年9月起，成都的汽车保有量超 过北京并稳居全国汽车保有量第一城的宝座；2024年成都以66.5万辆的新车销量夺冠；今年前 7个月成都依靠36.1万辆的销量成绩蝉联，它也是同期国内唯一销量跨过35万辆门槛的城市。 超豪华遇冷，合资阵营缩编 本届成都车展最直观的"冷意"，来自超25家品牌的缺席，其中豪华品牌占比近半，合资 ...

Core Insights - The 2025 Chengdu Auto Show reflects a significant shift in the automotive landscape, with a notable absence of luxury brands and a strong presence of domestic brands focusing on practical sales goals [1][3][16] - Chengdu has become the city with the highest number of vehicles in China, surpassing Beijing, and has achieved the highest new car sales in 2024 with 665,000 units [1][2] Domestic Brands' Dominance - Domestic brands like BYD and Chery showcased their products prominently, with BYD occupying the 9th hall and presenting a full range of models, including the new titanium 7 SUV [5][6] - Chery displayed its various brands, including the strategic model ET5, which features advanced driving assistance technology [6] - The sales strategy of domestic brands has shifted towards direct consumer engagement, with many brands employing sales personnel and influencers to drive sales during the event [11][12] Luxury and Joint Venture Brands' Retreat - Over 25 brands, including nearly half of the luxury brands, were absent from the show, indicating a cooling market for high-end vehicles [3][4] - The luxury car market has seen a significant decline, with retail sales dropping by 20% year-on-year in July, and brands like Porsche and Maserati reporting substantial sales decreases [3][4] - Joint venture brands are also retreating, with some like Honda and Kia experiencing significant sales declines, leading to a reduction in their presence at the show [4][10] Changes in Marketing and Sales Approach - The Chengdu Auto Show has eliminated a dedicated media day, focusing instead on direct sales to consumers, which aligns with the current market demands [11][16] - The event has transformed into a more pragmatic platform for selling cars, with various promotional strategies being employed to attract buyers [12][16] - The local government has introduced incentives for car purchases, further supporting the sales-focused approach of the auto show [16]