迈巴赫非线性的品牌历史，为何能支撑起一个超豪华品牌的地位？ 迈巴赫在中国市场乃至全球消费者心中，是一个独特的汽车品牌。某种程度上，它定义了豪华车的一种标准形象：极致的尺寸、性能和豪华感。以至于近 年来，当中国本土汽车品牌奋力冲击高端市场时，总会在设计、配置或定位上"致敬"或对标迈巴赫。 这种图腾般的品牌地位，在任何消费品类中都是稀有品。但另一方面，迈巴赫却是一个非典型的豪华品牌，它的历史虽长，但并不连贯，在两段高光时刻 之间，曾有过漫长的沉寂期。而我们知道，大多数豪华品牌都需要经年累月地积累自己的品牌地位。 所以问题就是，迈巴赫如何塑造了自己的号召力？ 要解答这个问题，需要回到19世纪末、20世纪初，汽车业刚刚兴起的时候，当时的先行者有很多都成为了如今驰名的汽车品牌，其中就包括迈巴赫的创始 人——威廉·迈巴赫。 1846年出生的威廉·迈巴赫，幼年丧父母，被慈善学校收养。校长发现他有绘图天赋，让他进入工程车间学徒。少年威廉由此开启了与机械的缘分。在这 个车间，他遇到了人生的伯乐戈特利布·戴姆勒。两人不仅是忘年之交，更是汽车史上的"黄金搭档"。迈巴赫负责设计，戴姆勒负责战略，他们先后在道 依茨燃气机厂和新成立的D ...

Core Insights - Jaguar Land Rover has achieved significant recognition in the luxury vehicle market, winning multiple awards for quality and customer satisfaction, including first place in J.D. Power's 2025 China Initial Quality Study (IQS) and sales service satisfaction [1][9][11] - The company's focus on quality and user satisfaction is rooted in a robust manufacturing system that integrates global standards with local capabilities, particularly through its Changshu plant [2][11] - The brand's strategy emphasizes a "new modern luxury" that combines technology, sustainability, and personalization, appealing to high-end consumers [5][6][12] Group 1: Quality and Recognition - Jaguar Land Rover ranked first among luxury brands in J.D. Power's 2025 China IQS with a score of 208 PP100, indicating a strong performance in new vehicle quality [1] - The company also topped the luxury brand rankings in J.D. Power's APEAL and SSI studies, showcasing its excellence in product appeal and sales service satisfaction [1][11] - The brand's commitment to quality is reflected in its continuous presence on authoritative rankings for ten consecutive years, achieving eight first-place awards in various categories [11] Group 2: Manufacturing and Localization - The Changshu plant has become a hub for integrating global standards with local capabilities, enhancing the brand's ability to meet the specific needs of the Chinese market [2] - The localization strategy involves comprehensive innovation across research, supply chain, and manufacturing, rather than mere technology transfer [2] - Collaboration with Chery Automotive to create the Freelander brand exemplifies the brand's commitment to developing products tailored for Chinese consumers [2] Group 3: Consumer Engagement and Experience - The brand's focus on user satisfaction is evident in its research and development processes, which prioritize real user scenarios and needs [2][3] - Jaguar Land Rover's new initiatives, such as the "Jaguar Land Rover China" app, enhance customer service by providing real-time order tracking and vehicle management [10] - The brand's luxury experience platform, "Range Rover Realm," aims to create exclusive experiences for high-end customers, reinforcing brand loyalty and emotional connection [6][8] Group 4: Market Performance and Consumer Trends - Jaguar Land Rover maintains a leading position in the luxury SUV market, with the Range Rover model achieving a 10% year-on-year sales increase in the 1.5 million yuan and above segment [8] - High-end consumers are willing to pay a premium for quality and service, with 72% indicating they would pay 10% to 15% more for superior service experiences [10] - The brand's resilience in fluctuating market conditions is attributed to its ability to meet high-end consumer demands through quality design and performance [8][12]

Core Insights - The 28th Chengdu International Auto Show is set to take place from August 29 to September 7, 2023, with nearly 120 automotive brands participating and an exhibition area of 220,000 square meters showcasing over 1,600 vehicles [1][2]. Group 1: Trends in Luxury Brands - The trend of luxury brands being absent from the Chengdu Auto Show is expanding, with eight luxury brands missing this year compared to 2024 [2]. - The absence of high-end brands such as Porsche, Bentley, Lamborghini, Rolls-Royce, and Lotus in the luxury car exhibition hall indicates a significant shift, as these brands were previously concentrated in Hall 16 [3]. - Second-tier luxury brands like Lexus, Genesis, and Jaguar Land Rover are also missing from this year's event, following the absence of Maserati and Infiniti in the previous year [4][5]. Group 2: Market Performance of Luxury Cars - The luxury car market in China is experiencing a downturn, with a notable decline in the import of ultra-luxury vehicles since 2023, and this trend is expected to accelerate into 2024 and 2025 [6]. - Sales data shows that while Ferrari has maintained strong performance, brands like Bentley and Rolls-Royce have seen a decline but remain at relatively high sales levels, whereas Maserati's performance has been generally weak [6]. - In July 2023, luxury car retail sales reached 170,000 units, representing a year-on-year decline of 20% and a month-on-month decline of 29%, with luxury brand retail share dropping to 9.3%, down 3 percentage points year-on-year [8].

Core Viewpoint - The absence of luxury car brands at the Chengdu International Auto Show reflects the decline of traditional luxury vehicles in the market [1][7]. Group 1: Event Overview - The 28th Chengdu International Auto Show will take place from August 29 to September 7, featuring nearly 120 automotive brands and covering an area of 220,000 square meters with over 1,600 vehicles on display [2][3]. - This year, eight luxury brands are missing from the show, continuing a trend observed in previous years [3][5]. Group 2: Changes in Luxury Car Representation - The 16th hall, which previously showcased luxury and modified cars, has been repurposed for brands like Xiaomi, Hongqi, and others, with no luxury car brands present this year [4]. - Notable absentees include high-end brands such as Porsche, Bentley, Lamborghini, Rolls-Royce, and Lotus, marking a complete absence of foreign ultra-luxury brands at the event [4]. Group 3: Market Trends - The ultra-luxury car market in China has seen a significant decline in imports since 2023, with projections indicating continued downturns into 2025 [7]. - Sales data shows that while brands like Ferrari, Bentley, and Rolls-Royce have maintained relatively high sales, others like Maserati are experiencing a downturn [7][8]. - In July, luxury car retail sales dropped by 20% year-on-year, with a market share decline of 3 percentage points, indicating increased pressure from domestic brands [8].

Core Viewpoint - Audi is launching its largest product layout in China, aiming to redefine luxury for young consumers by integrating German engineering with Chinese insights [6][7][14]. Group 1: Market Positioning and Strategy - Audi views the evolving definition of luxury among young Chinese consumers as an opportunity rather than a challenge [6]. - The company emphasizes a long-term commitment to the Chinese market, leveraging its 37 years of presence and nearly 10 million users' trust [10][14]. - Audi is adopting a differentiation strategy, focusing on unique product offerings rather than engaging in a price war or feature overload [12][21]. Group 2: Product Development and Innovation - Audi is set to introduce a series of new models, including the Q6L e-tron and A5L, which will cater to various segments from fuel to electric vehicles [17][18]. - The new models will incorporate advanced technologies, such as Huawei's intelligent driving technology and large-capacity batteries from CATL, tailored specifically for Chinese consumers [18][31]. - Audi's approach includes extensive feedback from young Chinese engineers and users during the development phase to ensure alignment with local preferences [21][28]. Group 3: Competitive Advantage and Future Outlook - The integration of "German precision" with "Chinese wisdom" is central to Audi's strategy, aiming to create a unique value proposition that resonates with local consumers [23][24]. - Audi's commitment to long-term strategies and local adaptations is expected to enhance its competitive edge in the rapidly changing luxury car market [14][35]. - The company believes that the essence of luxury is evolving towards smart and innovative experiences, moving beyond traditional performance metrics [21][34].

新浪科技讯 8月18日晚间消息，面对中国豪华汽车市场高速发展所带来的多重变革与复杂挑战，保时捷 正积极筹划北京直营业务的新布局，通过战略升级零售网络布局，提升首都区域运营效能、优化客户体 验并拓维服务覆盖。 基于这一战略布局，北京长安保时捷中心与北京金港保时捷中心将于年内推进资源整合，实现双店合并 迁址。原两店业务将由全新落成的北京朝阳保时捷中心全面承接。该中心坐落于朝阳区望京核心地带， 作为"睿境计划"零售概念的标杆项目，朝阳店以社群文化和沉浸体验为核心，打造专属豪华品牌体验， 致力于服务更广泛的客户群体。 保时捷方面表示，此次业务整合秉持以人为本的原则，通过分阶段推进方案实现平稳过渡，最大程度降 低对客户及员工的影响。特别说明的是，北京长安保时捷中心售后服务中心将如常运营，不受本次整合 影响。保时捷承诺，所有客户将持续享有品牌全球统一的售后服务标准，保障服务体验始终如一。 责任编辑：刘万里 SF014 ...

Core Viewpoint - FAW Audi is transforming its sales model in China by introducing a "fusion direct sales" approach, aiming to enhance price transparency, customer experience, and channel stability [2][4]. Group 1: Sales Model Transformation - The "fusion direct sales" model allows consumers to place orders on a unified platform with a standardized price across the country, eliminating issues of price discrepancies between different dealerships [2]. - The initial models under this new approach include the Q6L e-tron family and A5L, with a price protection policy introduced to mitigate initial price fluctuations [2]. - Unlike the direct sales model of new players like Tesla and Li Auto, the "fusion direct sales" model retains the dealership system, where dealers provide local services such as test drives, invoicing, and after-sales support [2][3]. Group 2: Industry Context and Comparisons - The luxury car market in China has faced long-term price instability, with significant discounts at launch undermining brand value and affecting used car residuals [3][4]. - BMW's introduction of an agency model for its MINI brand in China in 2023 serves as a reference point, where the manufacturer sells directly while agents handle delivery and after-sales, aiming to improve price transparency and reduce dealer inventory pressure [2][3]. - The effectiveness of the "fusion direct sales" model will be evaluated over the next two to three sales cycles, potentially providing a reference for other traditional luxury brands [4].

Core Viewpoint - The AMG SL 63, as the seventh generation of the SL family, combines the heritage of the 1954 300 SL with half a century of performance tuning experience from AMG, showcasing versatility in both track performance and daily comfort [2] Design and Aesthetics - The AMG SL 63 maintains classic proportions with a long hood and short rear, while featuring smoother lines compared to its predecessor [3] - The front grille is inspired by the legendary 300 SL, creating a unique visual focus under sunlight [3] - The soft-top mechanism has been redesigned for a 30% faster operation at 15 seconds, and can be operated at speeds up to 60 km/h [3] - The interior emphasizes luxury and driver interaction, with a 12.3-inch digital instrument cluster and an 11.9-inch adjustable central display [3] Engine and Performance - The AMG SL 63 is equipped with a 4.0T V8 twin-turbo engine, producing a maximum power of 430 kW and peak torque of 800 N·m, paired with a 9-speed AMG SPEEDSHIFT MCT transmission [4] - The vehicle exhibits a dual character; in Comfort mode, it offers smooth power delivery, while in Sport+ mode, it provides a more aggressive driving experience [4] - The car's zero to hundred km/h acceleration time is consistently around 3 seconds, with minimal fluctuation [5] Safety and Driving Assistance - The AMG SL 63 features an integrated driving assistance system that adjusts power output based on predicted road conditions, enhancing safety and performance [5] - The vehicle's safety features include automatic tightening of seat side bolsters when aggressive acceleration is detected, and alerts for potential loss of control [5] Overall Experience - The AMG SL 63 successfully balances performance and comfort, making it suitable for both track days and daily commuting, with advanced features that enhance driving experience [6]

Group 1 - Changan Automobile's new chairman, Zhu Huarong, visited Huawei's CEO Ren Zhengfei just 11 days after taking office, indicating a sense of urgency and foresight in the electric and intelligent vehicle sectors [1] - The meeting aimed to discuss industry competition and future strategies, enhancing trust in technological cooperation between Changan and Huawei, which is expected to drive innovation in the electric vehicle industry [1] Group 2 - In July, U.S. electric vehicle sales surged to nearly 130,100 units, a month-on-month increase of 26.4% and a year-on-year increase of nearly 20%, marking the second-highest monthly sales on record [2] - The sales of electric vehicles accounted for 9.1% of total passenger vehicle sales in July, reaching a historical high, while used electric vehicle sales also hit a record of approximately 36,700 units [2] - The impending end of the $7,500 tax credit for electric vehicles by September 30 has prompted consumers to accelerate purchases, potentially boosting manufacturers' performance in the short term [2] Group 3 - Ferrari announced a recall of 381 units of its Purosangue model due to a safety issue involving the fuse box, which could lead to a short circuit and affect braking performance [3] - The recall reflects Ferrari's commitment to product safety, which is crucial for maintaining customer trust and could lead to stricter production and review processes in the future [3] Group 4 - Jaguar Land Rover reported a global revenue of £6.6 billion for Q1 of the 2026 fiscal year, a decrease of 9% year-on-year, with a pre-tax profit of £351 million, down 49% [4] - The company sold 87,286 vehicles during the same period, and its global free cash flow reached £758 million [4] - The financial results indicate ongoing challenges due to a sluggish global automotive market and supply chain bottlenecks, raising concerns about investor confidence in the luxury vehicle sector's recovery [4]

Core Insights - The German luxury car brands "BBA" (Mercedes-Benz, BMW, Audi) reported significant profit declines in the first half of 2025, with Mercedes-Benz's net profit dropping by 55.8%, Audi's by 37.5%, and BMW's by 29% [2][3][4] - The brands are facing dual challenges from U.S. tariffs and declining sales in the Chinese market, exacerbated by fierce competition from local luxury brands and an overall price war in China [2][3][4] Financial Performance - Mercedes-Benz's revenue fell to €66.377 billion, down 8.6%, with net profit dropping from €6.087 billion to €2.688 billion [3] - BMW's sales revenue decreased to €67 billion, also down 8%, with a net profit of €4 billion, a 29% decline [3] - Audi's revenue increased by 5.3% to €32.57 billion, but net profit fell to €1.346 billion, a 37.5% drop [3] Impact of U.S. Tariffs - The U.S. government's 25% punitive tariffs on EU-imported cars have significantly impacted BBA's profits, with Audi reporting losses exceeding €600 million due to tariffs and transformation costs [3][4] - Mercedes-Benz estimated a loss of €362 million due to the tariffs, which affected its core automotive business profit margin [3][4] Sales Decline in China - BBA's sales in China have been declining, with Mercedes-Benz's sales down 14% to 293,200 units, Audi's down 10.2% to 287,600 units, and BMW's down 15.5% to 318,000 units [4][5] - The shift towards electric and smart vehicles in China has intensified competition, with local brands gaining market share [4][5] Electric Vehicle Sales - Mercedes-Benz's electric vehicle sales fell by 14% to 87,300 units, while Audi's in China dropped by 23.5% to 7,897 units [5] - BMW's electric vehicle sales increased by 18.5% to 318,900 units globally, but it still lacks competitive products in the Chinese market [5] Adjusted Performance Expectations - Both Mercedes-Benz and Audi have lowered their full-year performance expectations due to ongoing challenges, with Audi revising its revenue forecast down to €65-70 billion [5][6] - Mercedes-Benz anticipates a return on sales of 4%-6%, down from an initial forecast of 6%-8% [5][6] Strategic Responses - BBA is increasing local production in the U.S. to mitigate tariff impacts, with Audi planning a $4.6 billion investment in a new factory [6] - In China, BBA is focusing on deep localization of technology, products, and supply chains to strengthen its market position [6][7] Product Development and Partnerships - BBA is accelerating the launch of new products, especially electric vehicles, with BMW planning to introduce over 10 new models in China by 2025 [7] - Collaborations with local suppliers for smart technology are being prioritized, with BMW partnering with Huawei and Audi also collaborating with the tech giant [7][8] Market Outlook - The luxury car market is facing a new competitive landscape, with BBA needing to adapt to the challenges posed by local brands and changing consumer preferences [9] - The era of high double-digit growth for all brands is perceived to be over, necessitating strategic adjustments for sustained development [9]