当中国汽车工业在新能源与智能化的浪潮中完成从"追赶者"到"引领者"的角色转变，一个更具深远意义的命题随之浮现： 我们能否打造出真正赢得全球市场认可与尊敬的豪华品牌？这不仅关乎产业升级的成败，更关乎中国制造在全球价值链中能否 实现从规模优势到价值定义的跨越。 12月22日，奇瑞集团旗下高端品牌星途在北京以一场名为"新进阶新星途"的品牌之夜，对此给出了清晰而坚定的回答。这 并非一次寻常的产品发布会，而是一次系统性的战略宣告——星途品牌3.0时代正式启幕，其目标是成为"智能出行时代的全球 性能豪华品牌创新者"。从过去七年"理工男"式的务实积淀，到如今在技术、设计、产品与体验等维度的全面焕新，星途的进 阶之路，恰是中国汽车品牌从规模制造迈向价值创造，进而挑战全球豪华市场格局的生动缩影。 在传统豪华车的价值体系中，大排量发动机、稀缺材质与百年品牌故事构成了难以撼动的护城河。然而，当电动化与智能 化浪潮席卷而来，星途敏锐地意识到，豪华的定义权正在发生转移。其选择的路径是：摒弃单纯的参数竞赛，转而构建一套覆 盖安全、性能与智能的完整技术生态，让科技创新成为豪华体验可感知、可信赖的坚实基石。 驱动性能层面，星途同步推进"效率 ...

"星途品牌，从不模仿和跟随别人的豪华车定义，而是创造一个'我就是我'、拥有独立灵魂与价值主张 的豪华品牌。"12月22日，以「新进阶 新星途」为主题的星途品牌之夜上，奇瑞汽车董事长尹同跃如此 表示。 在上述活动上，ES7 GT、ES8、ET8和ET9四款车初次亮相。按照星途的定义，ES系列以性能为基础， ET系列则以豪华为先。奇瑞汽车执行副总裁李学用称，未来10~20个月，将有3款以上新车陆续上市。 但值得注意的是，ET5、ES8、ET9，星途品牌的这三款新车命名都与蔚来汽车目前在售的几款产品出 现了"撞名"的情况。市场期待，星途要如何打造一个"拥有独立灵魂与价值主张的豪华品牌"。 尹同跃也在上述讲话中反思了星途发展的历程，他说，回顾历史，全球豪华品牌的塑造从来都不会是一 蹴而就，奇瑞也在探索中走过了一些弯路，但正是这些磨砺，让奇瑞慢慢找到了打造豪华高端品牌的感 觉和方法，来自全球用户的反馈也增强了奇瑞的底气和信心。 按照奇瑞的计划，海外市场是星途的重要战场之一。奇瑞方面称，星途在全球30多个主流市场销售，海 外平均售价突破40万元。尹同跃说，在地球最南端的乌斯怀亚，一个远离全球汽车工业中心的城市，只 有两家 ...

Core Viewpoint - The luxury car market in China is experiencing significant challenges for German brands BMW, Mercedes-Benz, and Audi (BBA), as they face declining sales and increased competition from domestic brands that offer higher configurations at lower prices. The definition of luxury is evolving, and BBA must adapt to maintain their brand value and consumer willingness to pay a premium for their products [2][3]. Group 1: Market Challenges - In 2024, BBA's sales in China have declined, indicating a generational gap in product competitiveness compared to domestic brands [3]. - Despite price reductions, BBA has struggled to retain market share, highlighting the need for improved product strength and innovation [3]. - The luxury brand definition emphasizes technological innovation, consumer desires beyond functionality, and the willingness to pay a premium, which BBA must address [2]. Group 2: Product Development and Strategy - BBA has introduced new models at the 2025 Shanghai Auto Show, reflecting over two years of internal development focused on new platforms, electronic architectures, and integrated driving technologies [3][19]. - Volkswagen Group is shifting its strategy in China, moving away from a "global model" approach to a more localized development strategy, leveraging local partnerships and suppliers [21][19]. - BMW and Mercedes-Benz continue to follow a "global model" strategy, with their German headquarters leading product development while incorporating local market needs [19][24]. Group 3: Technological Innovations - Volkswagen's ID. AURA, developed on a new electric platform, represents a significant technological advancement tailored for the Chinese market [7]. - Audi's A5L features Huawei's intelligent driving technology, marking a collaboration that reflects the brand's adaptation to local market demands [9][11]. - BMW's new generation models emphasize driving control and user experience, with innovations such as a panoramic HUD display and a focus on driver-centric design [24][25]. Group 4: Competitive Positioning - BBA's ability to reclaim market share and brand value will depend on their product strength and the ability to differentiate from domestic competitors [3][5]. - The introduction of new models with advanced technologies is crucial for BBA to maintain their luxury status and attract consumers willing to pay a premium [3][19]. - The distinct strategies of BBA highlight their individual brand identities and approaches to the evolving Chinese automotive market [28][29].

Core Viewpoint - The luxury car market is facing significant challenges as traditional brands like BBA (Benz, BMW, Audi) struggle against the rise of Chinese automakers and the shift towards electric and smart vehicles [2][4][15] Group 1: Market Dynamics - Domestic car manufacturers are breaking the market dominance of luxury brands, leading to ongoing public disputes and competitive comparisons [2][3] - BBA's market share in China, which was as high as 94.03% in 2012, is declining as they face sales drops: BMW down 4%, Mercedes-Benz down 4%, and Audi down 11.8% in 2024 [6][15] - The financial performance of BBA is deteriorating, with Mercedes-Benz's net profit down 53.8%, BMW down 83.8%, and Audi down 91% [6][15] Group 2: Industry Challenges - The traditional luxury car brands are experiencing a crisis similar to that faced by Nokia, as they struggle to adapt to the new electric and smart vehicle landscape [4][15] - BBA dealerships are closing or facing severe financial difficulties, with reports of significant losses among dealers, reaching a 50.8% loss rate [6][7] - Price wars are intensifying in the automotive industry, forcing traditional luxury brands to lower prices to maintain market share [6][15] Group 3: Technological Shift - The emergence of Chinese brands like BYD and Xiaomi is redefining luxury, focusing on advanced technology and smart features rather than traditional mechanical superiority [11][15] - Chinese automakers are rapidly developing a complete ecosystem from raw materials to charging infrastructure, with over 3.39 million public charging stations established by October 2024 [11][15] - The definition of luxury is shifting from brand prestige to technological capabilities, data scale, and ecosystem integration [15][16] Group 4: Future Outlook - The luxury car market is transitioning to a fragmented landscape where multiple standards coexist, similar to the smartphone market evolution [15][16] - The decline of BBA may not lead to their complete replacement but rather a diversification of luxury standards in the automotive industry [15][16]