转自：智通财经 长期以来，30万-50万中大型豪华轿车市场被BBA的"56E"牢牢占据，堪称传统豪华的"核心腹地"。但在 产业变革浪潮下，这一格局被彻底打破：2025年11月，享界S9T成功跻身该细分市场销量前四，在新能 源阵营中更是登顶榜首。核心原因在于，传统豪华品牌在"AI+"跨界融合、辅助驾驶等新赛道转型滞 后，导致高端智能新能源车型供给缺口明显，而享界的出现恰好填补了这一空白，为消费者提供了更贴 合时代趋势的高价值选项。 岁末回望，汽车产业的2025年注定被铭记。作为国民经济支柱产业、工业经济稳增长的"压舱石"，这一 年的行业变革波澜壮阔：新能源汽车整体渗透率首破50%、AI+行动下汽车产业跨界融合大势、因L3迈 向量产应用而被瞩目的自动驾驶进展等诸多新技术加速上车...... 在这场深刻的产业变革中，中国豪华汽车市场正经历着价值体系的重构，而鸿蒙智行旗下的享界品牌， 恰似一束逐光而行的新力量，在传统BBA主导的市场中开辟出全新赛道，推动"SBBA"四强格局从概念 走向现实，为中国品牌高端化写下了生动注脚。 豪华市场重塑，产业变革与消费觉醒的双向奔赴 中国豪华汽车市场的格局洗牌，是产业转型与消费迭代同 ...

Core Viewpoint - The luxury automotive market in China is undergoing a significant transformation, with the emergence of new players like the Xiangjie brand, which is reshaping the competitive landscape traditionally dominated by German brands (BBA) [1][2][18] Industry Transformation and Consumer Awakening - The luxury automotive market is experiencing a reshuffle driven by industry transformation and evolving consumer preferences, with the penetration rate of new energy vehicles (NEVs) surpassing 50% in 2025 [2] - A report indicates that 35% of high-net-worth individuals in China prefer new energy vehicle brands over traditional German brands, marking a historic shift in brand preference [2] - The traditional luxury market segment of mid-to-large luxury sedans, previously dominated by BBA, is being disrupted, with Xiangjie S9T achieving top sales in this segment [2][11] Changing Consumer Demands - The motivations for purchasing luxury vehicles have shifted from social status symbols to driving enjoyment and practical experiences, reflecting a more rational consumer trend [6] - The advent of L3 autonomous driving technology has made advanced features and quality experiences central to luxury perceptions, leading consumers to prioritize value over brand prestige [6] Xiangjie's Strategic Positioning - Xiangjie’s product strategy aligns with industry trends, focusing on dual flagship models (S9 and S9T) that cater to diverse consumer needs, effectively breaking through BBA's market defenses [7] - The pricing strategy positions Xiangjie within the competitive luxury price range of 300,000 to 450,000 yuan, offering fully equipped models that challenge traditional luxury pricing models [7][10] Product Features and Market Performance - The new Xiangjie S9 targets business elites and high-end families, while the S9T is designed for outdoor and travel needs, creating a dual-track strategy that enhances market coverage [8][10] - Both models utilize advanced technology platforms, offering features such as industry-leading autonomous driving capabilities and extensive range, addressing consumer concerns about practicality and emotional value [10] Sales and Brand Recognition - Xiangjie has established a positive feedback loop of sales growth, brand reputation, and channel expansion, successfully penetrating the core luxury market [11][12] - Over 60% of new customers for Xiangjie come from traditional luxury brands, indicating a successful shift from being a secondary choice to a primary target for consumers [12] Future Growth and Strategic Partnerships - Xiangjie is committed to deepening its market presence through channel expansion and product innovation, with plans to introduce new SUV and MPV models [15] - A strategic partnership with Huawei aims to enhance technological capabilities and ensure ongoing development in key areas, with a planned investment of 20 billion yuan over three years [14][15] Conclusion - Xiangjie’s growth trajectory illustrates a new path for high-end automotive brands in China, moving from traditional luxury to a new standard defined by technology and consumer-centric value [17][18]

一个豪华汽车品牌，在中国市场从零起步，到拥有1000万位用户的深度信赖，需要多长时间？一汽奥迪 给出了属于这个时代的最快答案：38年。 作为国民经济的支柱产业，汽车工业的每一次迭代升级，都与消费升级的趋势、制造业转型的浪潮深度 绑定。在豪华汽车细分市场，这一演进脉络尤为清晰。 一汽奥迪即将迎来在华累计用户突破千万的里程碑时刻 从1989年首辆奥迪100下线开启国产豪华车先河，到如今的以"油电同智"战略引领智能出行变革，一汽 奥迪始终用跨越时代的进取精神，诠释着"在中国，为中国"的深度本土化承诺。 近38年深耕，定义豪华车国产化标准 作为一家为中国汽车行业创下无数"第一"的合资车企，一汽奥迪即将迎来在华累计用户突破千万的里程 碑时刻，成为中国汽车市场首个坐拥千万用户的合资豪华品牌。这不仅是品牌近38载深耕市场的硕果， 更成为中德合资合作模式成功实践的鲜活例证，为中国汽车工业高质量发展写下鲜明注脚，也折射出中 国社会从物质富足迈向精神追求的价值变迁。 从零到千万用户的跨越，在一汽奥迪近38年的进取之路上，我们看到一个品牌对行业发展趋势的精准把 握，对豪华车国产化标准的持续引领。 1988年，一汽与奥迪正式开启合作 ...

诞生仅一年多的享界，正推动豪华车市场从BBA三分天下向SBBA四分格局演进。11月享界S9T跻身中 大型豪华轿车销量前四，超百家BBA经销商申请加盟，享界S970%用户为BBA增换购群体。享界已从一 款现象级产品，演进为一个具备稳定市场输出能力的成熟豪华品牌。 ...

Core Viewpoint - The luxury car market in China is undergoing significant changes, with traditional luxury brands experiencing a decline in sales, particularly in the 300,000 to 400,000 RMB segment, which has seen a drop of 14.4% [1][3]. Group 1: Market Trends - In the first three quarters of 2025, BMW's deliveries in China fell by 11.2% to 464,000 units, while Mercedes-Benz's sales plummeted by 27% in Q3, leading to an 18% decline to 418,000 units for the first three quarters [3]. - The luxury car segment above 300,000 RMB is facing structural shifts, with Chinese brands attracting customers through competitive pricing and appealing specifications [3][4]. - The decline in sales for traditional luxury brands is not solely due to price competition but reflects a deeper structural change in consumer preferences [3][4]. Group 2: Importance of Sedans - Sedans are considered the cornerstone of luxury brands, providing high profit margins and serving as the brand's identity [6][7]. - Historical examples show that the rise of luxury brands often begins with a groundbreaking sedan, which establishes market dominance and brand prestige [8][9]. - Luxury sedans serve as social symbols, offering a unique "social card" advantage that is difficult to replicate with other vehicle types [10]. Group 3: Strategic Positioning of Xiangjie - Xiangjie aims to penetrate the core market of traditional luxury brands by offering a new product language and luxury logic, challenging the established dominance of BBA [11][12]. - The brand's sales data indicates a strong market presence, with over 6,700 units delivered in October and November 2025, and a target of over 10,000 units in December [13]. - The response from dealers, with over 100 applications from BBA dealers, reflects confidence in Xiangjie's potential to reshape the luxury car market [14]. Group 4: Product Differentiation - The Xiangjie S9 model addresses deep consumer needs that BBA brands have not met, focusing on providing a new luxury experience rather than just competitive specifications [18]. - The S9 offers unique features such as privacy protection and a health-oriented cabin design, elevating the vehicle from a mere transportation tool to a space for relaxation and rejuvenation [19][21]. - The Xiangjie S9T redefines the luxury travel car concept by integrating emotional value and aesthetic appeal, catering to consumers seeking distinctiveness [22][24]. Group 5: Future Outlook - Xiangjie plans to expand its product line to include SUVs and MPVs by 2026, moving from a single product focus to a broader ecological competition strategy [16]. - The collaboration between Beiqi and Huawei aims to create a robust ecosystem that supports continuous technological advancement and market competitiveness [16]. - The emergence of the "SBBA" market structure signifies a shift in luxury car definitions, with Xiangjie positioned to challenge traditional luxury brands effectively [26].

【#玛莎拉蒂在华销量7年跌超九成#，#二手豪车90后买家占比达47%#】近日，"30多万即可买一辆玛莎 拉蒂"一事引起热议。实际上，在这次"卖一辆亏一辆"的清仓背后，是玛莎拉蒂面临的库存与销量的双 重压力。公开数据显示，玛莎拉蒂2017年在华销量达1.44万辆，中国是它全球最大的单一市场；而到 2024年，这个数据跌到了1228辆；2025年前9个月，玛莎拉蒂累计销量仅为1023辆。玛莎拉蒂的困境， 是许多豪车品牌的缩影。这标志着一个时代的转折：豪车市场正式进入"价格敏感时代"。 @时代财经 # 张小泉名下浙A迈巴赫被拍卖# 来源：@华夏时报微博 ...

今年下半年以来，玛莎拉蒂迎来多轮大降价，主要集中在Grecale格雷嘉这款车型。官方信息显示，玛莎 拉蒂Grecale格雷嘉的指导价为65.08-103.88万元；优惠后裸车价降为38.88万元，起售价低了超26万元， 相当于打了六折。 而纯电版Grecale格雷嘉折扣力度更大，官方指导价为89.88万元，降价后裸车价格只 要35.88万，大降价54万元，相当于打了四折。 据北京商报，在售的Grecale格雷嘉等车型大幅度降价清库存。北京一家玛莎拉蒂经销商证实，低配版 Grecale格雷嘉全国已售罄。 一位接近玛莎拉蒂的知情人士表示，此前受疫情影响，这批进口车晚了整整一年半才在中国市场卖，与 后面的新款车型上市时间重叠了。对于厂家而言，快速去库存是当前营销策略的当务之急，所以出现了 罕见的大降价。 本文转载自界面新闻 值班 编辑｜ 宝珠 视觉 | 顾芗 "跑车皇后"、意大利超豪华汽车品牌玛莎拉蒂打"骨折"促销受到追捧。 据第一财经，近日，上海一家大型玛莎拉蒂经销商管理人员许昕表示，"30多万的Grecale格雷嘉卖 得'飞'起来。"许昕表示，降价后，纯电版Grecale格雷嘉落地价不到40万元，总体折扣非常大 ...

来源：深圳商报 玛莎拉蒂迎来多轮"骨折"降价 主要集中在Grecale格雷嘉这款车型 1 官方指导价65.08万元的格雷嘉燃油版，优惠后裸车价降为38.88万元，降价超26万元，相当于打了六 折； 有着"超跑皇后"之称的玛莎拉蒂，如今正走向关店和降价。 近日 据媒体报道 玛莎拉蒂在北京的三家4S店 仅剩一家营业 此外，下半年以来 2 纯电版格雷嘉折扣力度更大，官方指导价为89.88万元，降价后裸车价格只要35.88万元，大降价54万 元，相当于打了四折。 就在三四个月前，宣传海报上的价格还是38.8万元，到年底这一价格又再次突破下限。有网友调侃称， 只要活得久，你甚至能看到35万元的玛莎拉蒂。 据第一财经报道，近日，上海一家大型玛莎拉蒂经销商管理人员许昕表示："30多万的格雷嘉卖 得'飞'起来。"北京一家玛莎拉蒂经销商也向记者证实，低配版格雷嘉全国早已售罄，这批低价低配车 全国只有100余辆，一个周末就卖空了。目前，北京地区在售的燃油版格雷嘉裸车价在45万元左右。 据报道，玛莎拉蒂的这次降价不仅击穿了品牌溢价构建的价值体系，也将玛莎拉蒂超豪华汽车的稀缺性 彻底粉碎。 近几年，玛莎拉蒂在华销量表现疲软。公开数据 ...

豪车并非卖不出去，关键在于价格。 此前，官方指导价65.08万元的格雷嘉（Grecale）燃油版以38.88万元裸车价抛售，降幅超26万元；官方指导价89.88万元的格雷嘉纯电版，终端价直接"腰斩 再腰斩"至35.88万元，售价低至4折。 多家经销商表示，此次大幅降价并非品牌方的主动市场策略，而是针对库存已久的2023款低配车型的"清仓行动"。许昕坦言，"这批车全国也就100多辆，主 要是配置较低的老款，拖了快1年卖不动，厂家和经销商的资金压力都很大"。北京一位销售人员也证实，低价车型一个周末就售罄，目前燃油版价格已回调 至45万元左右。 数据显示，玛莎拉蒂在华销量已从2017年巅峰时的1.44万辆，暴跌至2024年的1228辆，缩水逾90%。2025年前三季度，其在华进口销量为1023辆，某些月份 单月销量仅为两位数。与之相伴的是销售网络的萎缩，以北京为例，玛莎拉蒂授权经销商已由3家缩减至1家。 "这种降价是纯粹的被动去库存行为"，某豪华品牌区域总监表示，"超豪华车最怕价格体系崩塌。'打一枪就跑'的促销，虽然能快速回笼资金，但对品牌溢价 能力是致命打击"。据了解，格雷嘉作为玛莎拉蒂走量SUV，自2023年上 ...

Core Insights - Maserati has experienced a significant surge in sales following substantial price reductions, particularly for the Grecale model, indicating a strong demand despite previous market challenges [2][3] - The price cuts for the Grecale model include a reduction from an official price of 650,800 yuan to 388,800 yuan for the gasoline version, and from 898,800 yuan to 358,800 yuan for the electric version, representing discounts of over 26 and 54 million yuan respectively [2][3] - The drastic price reductions are part of a strategy to clear inventory, as the company faced delays in vehicle deliveries due to the pandemic, leading to a need to sell older stock before new models arrive [3][4] Sales Performance - Maserati's sales in China have drastically declined from 14,400 units in 2017 to just 1,228 units in 2024, with only 1,023 units sold in the first nine months of 2025 [3] - The low-spec versions of the Grecale have sold out nationwide, with only about 100 units available, and the remaining gasoline versions are priced between 450,000 and 480,000 yuan [3] Market Strategy - The current pricing strategy is aimed at rapid inventory turnover, with the company willing to incur losses on sales to facilitate this process [4] - Future pricing is expected to stabilize as new models arrive, indicating a return to normal pricing levels after the clearance of existing stock [4]