撰 文 / 张霖郁 设 计 / 琚 佳 德系三大豪华品牌被国内各方势力反复对标。多年来，他们始终保持沉默。 "是不是豪华品牌不是自己说了算。豪华品牌的标准，第一是它的技术创新能力，永远走在市场前 列；第二，满足用户超越功能本身的愿望，通过购买这个品牌实现他/她超越物理功能的愿望；第 三，给用户表达个性和情感的机会。归根结底，从经济学角度讲，是不是豪华还是看消费者的支付 意愿，他 /她愿不愿意为这个产品支付额外的溢价，决定了这个产品是不是属于豪华品牌。" 2024年11月广州车展，当被问及宝马如何应对中国当下的竞争环境时，华晨宝马总裁兼首席执行官 戴鹤轩（Franz Decker）说。 整个2024年，奔驰、宝马以及奥迪在华销量均下滑，他们的产品力和国内品牌相比，相差了一个代 际。即便不断降价后，他们仍没能保住原有的市场份额。 戴鹤轩讲的"豪华"定义中的第一条"技术创新能力"，这几年宝马、奔驰、奥迪在华稍显微弱。因为 每一款新品从决策到亮相至少要三年时间。 此次2025年上海车展，BBA拿出了他们的新车型，这些车型背后是这三家德系车企"苦练两年以上 内功"交付的新平台、新电子电气架构、新的驱动路线、新座舱以及新 ...

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]