Core Insights - The automotive consumption landscape is shifting from brand-centric to a focus on core components like electric motors and batteries, reflecting a fundamental change in consumer logic [1][5][10] - The rise of the internet has empowered consumers to access extensive information about vehicle specifications and industry supply chains, leading to more informed purchasing decisions [2][4][11] - The transition towards rational consumption is reshaping the automotive market, with consumers prioritizing safety, reliability, and long-term value over brand prestige [10][11][12] Changing Consumer Logic - Consumers are increasingly evaluating electric vehicles based on technical specifications rather than brand reputation, emphasizing the importance of understanding the supply chain [2][5][10] - The younger generation, particularly those from the "Z generation," is leveraging the internet to gather information, leading to a shift in purchasing behavior that values personal satisfaction over brand identity [4][5][11] - The focus on core technologies such as battery types and charging capabilities is becoming more pronounced, as consumers seek to avoid being misled by marketing [2][5][10] Industry Transformation - The automotive industry is undergoing a restructuring of its value system, moving from a traditional focus on mechanical performance to a broader understanding of vehicles as complex, intelligent systems [6][7][13] - The integration of advanced technologies like AI and big data is accelerating the shift towards smart, connected vehicles, which are perceived as mobile intelligent terminals rather than mere transportation tools [7][8][13] - The emergence of a new value system based on "hardware embedded + software defined" models is attracting consumers and enhancing the appeal of smart vehicles [8][9][16] Rational Consumption Trends - The trend of rational consumption is characterized by consumers' increased scrutiny of vehicle performance and technology, leading to a decline in brand loyalty [10][11][12] - Economic factors and the availability of alternative transportation options, such as ride-sharing services, are contributing to a more cautious approach to vehicle purchases [12][14] - Consumers are now more likely to consider the total cost of ownership, including maintenance and depreciation, when making purchasing decisions [11][12] Implications for the Automotive Industry - The shift towards a technology-driven market is prompting automotive companies to focus on core technology development and user value creation, moving away from reliance on subsidies and traditional marketing [14][15] - Companies are increasingly adopting a "user operation" strategy, emphasizing customer experience and satisfaction to build brand loyalty [14][15] - The automotive industry is experiencing a historical transition from scale expansion to value creation, necessitating a focus on technological innovation and a deep understanding of consumer needs [15][16]