8月29日~9月7日，第二十八届成都国际汽车展览会（下称"成都国际车展"）即将举行。 第一财经注意到，与2024年的成都国际车展相比，进口豪华品牌消失的趋势正在扩大，今年又有8个豪华品牌缺席。 此外，二线豪华品牌雷克萨斯、捷尼赛斯和捷豹路虎也同样缺席了今年成都车展。 事实上，去年已经有二线豪华品牌开始缺席，玛莎拉蒂和英菲尼迪都没有参加去年的成都车展。 豪华车大规模缺席成都车展的背后，是传统豪华车的式微。 | 超豪华 | | 玛莎拉蒂 | 宾利 | 劳斯莱斯 | 法拉利 | 兰博基尼 | 阿斯顿 | 迈凯伦 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | | | | | | | 급T | | | 2017年 | | 15910 | 2450 | 630 | 453 | 184 | 326 | 173 | | 2019年 | | 7237 | 2229 | 1075 | 577 | 627 | 447 | 262 | | 2021年 | | 7143 | 3832 | 1653 | 702 | 733 | 892 | 223 | | 20 ...

豪车缺席车展的背后，是传统豪华车的式微。 此外，二线豪华品牌雷克萨斯、捷尼赛斯和捷豹路虎也同样缺席了今年成都车展。 事实上，去年已经有二线豪华品牌开始缺席，玛莎拉蒂和英菲尼迪都没有参加去年的成都车展。 豪华车大规模缺席成都车展的背后，是传统豪华车的式微。 从中国超豪华市场来看，根据乘联分会统计，过去几年超豪华车进口持续增长，但2023年以来出现较大的下滑，2024 年加速下滑，2025年1~6月下滑仍较强。分品牌来看，法拉利的走势很强。宾利和劳斯莱斯表现较为坚挺，虽然连续下 滑，但仍在相对高位销量。玛莎拉蒂的走势总体低迷。超豪华总体走弱，体现超高端消费群体的购买力暂时放缓。 | 超豪华 | | 玛莎拉蒂 | 宾利 | 劳斯莱斯 | 法拉利 | 兰博基尼 | 阿斯顿 | 迈凯伦 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | | | | | | | 곡T | | | 2017年 | | 15910 | 2450 | 630 | 453 | 184 | 326 | 173 | | 2019年 | | 7237 | 2229 | 1075 ...

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].

但在落地过程中，MINI遭遇了跨区购车引发的价格扰动，以及销售人员收入下降导致的积极性减弱。这一经验表明，统一定价并不能完全隔离市场波动， 政策执行的稳定性依赖厂商与渠道之间更精细的协同。 新势力的直营模式则是另一端的参照。理想、特斯拉通过自建直营店实现价格与体验的统一，终端几乎不做价格调整，库存集中管理，交付与售后直连总 部。这种模式带来的优势是价格体系稳固、客户体验一致，但需要厂商投入大量资金建设和运营门店网络，并在非核心区域面临覆盖成本过高的问题。小鹏 在经历直营扩张后，已调整为"直营＋代理"的混合模式，以降低销售费用率并提升渠道灵活性。 对一汽奥迪而言，推出"融合直售"的直接背景，是豪华车在华价格体系的长期失稳。过去多年，上市即有大幅折扣的局面削弱了品牌溢价，并影响二手车残 值；同时，新势力的直营体验对年轻购车群体的吸引力不断增强。通过统一定价、线上直连与保留本地服务触点，"融合直售"旨在稳定价格、提升交付效 率，并在经销商与厂商之间重新分配利润与职能。 风险同样存在。经销商失去议价权，短期可能影响成交积极性；在淡季或库存积压时期，价格刚性缺乏调节手段，厂商需要借助金融产品、增值服务等方式 维持销量。 ...

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]

Core Viewpoint - The luxury car market in China is undergoing significant adjustments, with a shift in consumer preferences towards service experience over brand influence, leading to a more concentrated market where the top five brands hold 68% market share, up 12 percentage points since 2020 [2][8]. Group 1: Market Trends - Luxury car sales in China grew by 3.2% year-on-year in the first half of 2025, a slowdown compared to double-digit growth five years ago [2]. - The new middle class aged 30-40 is becoming the main consumer group, prioritizing service quality and emotional connection over traditional brand prestige [2][8]. - J.D. Power's research indicates that 72% of luxury car consumers are willing to pay a 10%-15% premium for superior service [2][8]. Group 2: Jaguar Land Rover's Performance - Jaguar Land Rover has achieved the highest score in J.D. Power's sales service satisfaction study with 775 points, marking the highest score for luxury brands in five years [2][8]. - The brand has maintained a leading position in the luxury SUV market, with the Range Rover model being the best-selling luxury SUV priced over 1.5 million yuan for 30 consecutive months, and a 10% year-on-year increase in sales for the first half of the year [4][8]. - Jaguar Land Rover has consistently ranked among the top in J.D. Power's various satisfaction surveys for ten consecutive years, with a global customer recommendation rate of 96% [8][11]. Group 3: Customer-Centric Strategies - The brand's focus on customer satisfaction is reflected in its sales performance, with a comprehensive service system and dealer management capabilities [11][18]. - Jaguar Land Rover has implemented 34 service enhancement measures across its network, including personalized services like home test drives and online vehicle inspections [18][20]. - The introduction of the Smarter Sales system in 2023 aims to digitize and refine the entire sales process, enhancing service transparency and customer interaction [20][22]. Group 4: Response to Policy Changes - Following the announcement of a new luxury car consumption tax, Jaguar Land Rover pledged to cover the additional tax costs for consumers purchasing specific models, effectively maintaining their original budget [24][27]. - This proactive approach not only alleviates consumer concerns but also enhances the brand's image as customer-centric and responsible [27][29]. - The brand's swift response to market changes sets a benchmark for the luxury car industry, encouraging other brands to adopt similar consumer-friendly measures [29]. Group 5: Brand Building Initiatives - Jaguar Land Rover is actively engaging in brand experience activities, such as the launch of the "Range Rover Realm" and various brand experience events to strengthen emotional connections with customers [30][34]. - The brand is also integrating corporate social responsibility themes into its retail spaces, enhancing customer touchpoints and brand warmth [32][34]. - By combining product and service innovations, Jaguar Land Rover aims to provide a genuine British luxury experience tailored to the Chinese market [39][40].

Group 1 - The core point of the article is the adjustment of the luxury car consumption tax in China, which lowers the threshold from 1.3 million yuan to 900,000 yuan, impacting various luxury car models [10][11][13] - The new tax policy allows dealers to absorb the luxury car tax for specific models, such as the Mercedes-Maybach S-Class and GLS SUV, until August 31, 2025 [1][11] - The adjustment is expected to affect approximately 20,000 new cars sold in the price range of 1.017 million to 1.469 million yuan, which represents about 1.4% of the total luxury car sales in China [11] Group 2 - The new luxury car consumption tax policy officially took effect on July 20, 2023, with Jaguar Land Rover announcing that it will cover the additional tax for certain models purchased during the transition period [13] - The affected luxury car models include those from brands like BMW, Mercedes-Benz, and Toyota, among others, indicating a broad impact across the luxury automotive market [11][13] - Industry experts view the tax adjustment as a reasonable measure, noting that ultra-luxury vehicles constitute only a small fraction of the overall automotive market, thus minimizing the impact on general consumers [13]

Group 1 - The report highlights the expectation of a "de-involution" trend, which may lead to a temporary rise in market sentiment, particularly focusing on domestic computing power, robotics, and innovative pharmaceuticals as key investment opportunities [1][2][10] - The humanoid robotics industry is experiencing significant catalysts, with Yuzhu Technology set to debut on the A-share market, marking a critical milestone for the industry and enhancing resource integration and supply chain optimization [2][30][32] - The computing power industry is also seeing renewed catalysts, with the introduction of the H20 chip, which is expected to alleviate supply pressures and stimulate demand across the AI industry chain [2][36][40] Group 2 - The report indicates that the luxury car market will benefit from a reduction in tax thresholds for super luxury vehicles, which may disrupt the current market dynamics and provide competitive advantages for electric luxury cars [2][47] - The innovative pharmaceutical sector is poised for growth due to recent policy adjustments that expand payment options for innovative drugs, enhancing their market potential [2][40][43] - The report emphasizes the importance of monitoring the performance of key sectors, with the automotive, pharmaceutical, and communication industries receiving significant capital inflows recently [2][43][44]

Core Insights - Lexus has shown impressive performance in the Chinese market in the first half of 2025, being the only luxury car brand to achieve year-on-year positive growth [1] - With over 85,000 units sold, Lexus maintains its position as the top-selling imported luxury car brand in China [1] - In a highly competitive luxury car market, Lexus demonstrates strong market resilience and ongoing growth potential through a steady product rhythm and clear brand strategy [1]