撰文 | 莫 莉 编辑 | 黄 大 路 设计 | 甄 尤 美 超豪华品牌劳斯莱斯，打算加码定制了。 据彭博社当地时间2026年1月2日报道，劳斯莱斯正在扩建英国古德伍德基地，把更多资源投向高级定制与一对一客户服务，以应对其首款纯电车 型闪灵（Spectre）热度降温带来的结构性变化。 2023年末，劳斯莱斯推出Spectre时，该英国车企的超级富豪客户们争相抢购这款搭载静音驱动、摒弃V12发动机噪音的车型。 两年过去，这款售价42万美元、零百加速4.4秒的车型，初期热度已逐渐消退，销量大幅下滑。这说明，即便是亿万富翁也对购买电动车持犹豫态 度。 共探新营销，共创新可能 劳斯莱斯首席执行官克里斯·布朗里奇（Chris Brownridge）在接受采访时公开表示，劳斯莱斯将全力迎合消费者需求，同时加大定制化业务投入， 包括为全球私人办公室网络调配更多资源，以开展一对一客户洽谈。 高定野心 那么，劳斯莱斯为何在市场充满不确定性的当下进行如此豪赌？ 克里斯·布朗里奇在接受采访表示，"我们看到客户对V12引擎的需求依然非常强劲。只要客户有需求，我们将继续生产劳斯莱斯，而且它们首先是 劳斯莱斯，其次才是电动车。" 这个战 ...

布加迪Rimac合资公司成立于2021年，目前由克罗地亚Rimac集团主导运营。此次交易框架包含两部分：一是收购保时捷在布加迪Rimac合资公司的股份，二 是收购保时捷持有的Rimac集团自身股份，HOF资本还计划向Rimac集团注入新资金支持业务扩张。不过，知情人士指出，交易最快有望在未来几周内达 成，但潜在交易的具体架构仍在敲定中，后续或存在变动。 即便谈判仍在进行且尚未达成协议，细节我们不得而知，但这一动向也折射出，超豪华车市场正迎来资本重构的关键期。如今，不少超豪华品牌都面临着技 术迭代与市场需求升级的双重挑战，保时捷也未必有那么多资金和精力对布加迪的电动化转型进行布局。而HOF资本的联合创始人翁西·萨维里斯，是埃及 知名建筑大亨后裔，背景雄厚。如果这一家族入局，不仅会为布加迪注入新的资金活力，也可能为这个百年品牌带来新机遇。 2025年12月30日，有消息称，埃及亿万富翁萨维里斯家族后裔联合创立的HOF资本，正与私募公司BlueFive资本联手，洽谈收购保时捷所持布加迪Rimac合 资公司及Rimac集团的相关股份，交易估值超10亿欧元。 BlueFive资本是一家私募股权公司，由前Investco ...

12月16日，第10000台量产尊界S800在尊界超级工厂缓缓驶下生产线，中国汽车工业的历史性一刻悄然 定格。曾经被传统豪门牢牢垄断的百万级市场，如今被中国品牌成功突破并站稳脚跟。 上市175天狂揽大定18000台，月交付站稳2000台，这种在超豪华汽车市场堪称火箭速度的发展轨迹，打 破了高端车慢热的行业魔咒。尊界S800犹如超豪华市场的一条鲶鱼，把固化多年的竞争格局搅了个天 翻地覆。尊界S800的万台量产的里程碑，绝非单纯的数字胜利，而是凭借市场、技术和品牌的三重底 气，为全球超豪华汽车市场上了堂生动的"中国创新课"。 供需双强，颠覆超豪华汽车市场增长常态 众所周知，超豪华汽车市场向来盛行"慢节奏、低产量"的行业逻辑，订单排队，交付延期，仿佛越慢越 显矜贵。传统豪华品牌动辄9个月甚至长达15个月的交付周期，更被美化为匠心营造，沉淀出稀缺性与 专属感。 但是，尊界S800的出现让这套逻辑彻底失灵了。上市175天大定18000台，万台量产紧随其后，月交付 稳定在2000台，这种"快节奏、高热度"的表现，直接颠覆了超豪华汽车市场的增长常态。 更值得关注的是，尊界S800的用户群体是深谙豪华之道的高端圈层，并非出于 ...

Core Viewpoint - McLaren, historically resistant to SUVs, is reportedly developing a hybrid five-seat SUV model, internally coded as "P47," expected to debut in 2028, indicating a shift in its long-standing position against SUVs [1][10][24]. Group 1: Historical Context - McLaren's previous stance against SUVs was rooted in its racing heritage and engineering principles focused on lightweight and performance [4][10]. - The brand's commitment to high-performance vehicles has been evident since its inception in 1963, with a focus on creating race-winning machines [4][5]. Group 2: Market Dynamics - The SUV market has proven lucrative, with brands like Lamborghini and Ferrari successfully integrating SUVs into their lineups, significantly boosting sales [13][15]. - McLaren's annual sales have stagnated around 5,000 units, far below competitors like Ferrari and Lamborghini, highlighting its struggle to absorb high R&D costs without a parent company for financial support [11][15]. Group 3: Strategic Shift - The impending entry into the SUV market is driven by external pressures, including stringent European emissions regulations and the need for a new revenue stream to support ongoing supercar development [11][15]. - The SUV is seen as an ideal platform for hybrid technology, allowing for larger batteries and higher price points to offset development costs [16][24]. Group 4: Product Development - The new SUV is expected to feature a hybrid system based on a V8 engine, targeting an output of 900-1000 horsepower, positioning it competitively against existing models like the Lamborghini Urus SE [22][24]. - Pricing for the new SUV is anticipated to be around 3 million yuan, aligning it with competitors while allowing McLaren to define its unique offering in the SUV segment [24][26].

Market Dynamics - The ultra-luxury car market in China is undergoing significant structural changes driven by policy, economic conditions, technological advancements, and cultural shifts[5]. - By 2025, the threshold for identifying high-priced vehicles will drop to 900,000 RMB, impacting traditional luxury brands to adapt through subsidies and flexible pricing strategies[5]. Economic Environment - In 2024, the average disposable income per capita in China is projected to be 41,314 RMB, with a consumption expenditure of 38,230 RMB, both growing at approximately 5%[6]. - The number of high-net-worth families in China has been declining, leading to reduced consumer confidence and pressure on the ultra-luxury car market[6]. Technological Advancements - Breakthroughs in battery technology and AI are enhancing the performance and user experience of electric vehicles, but challenges remain in safety, supply chain stability, and cost control[9]. - The evolution of autonomous driving technology is becoming a competitive battleground among major car manufacturers, shifting consumer perceptions of driving needs[9]. Consumer Behavior - A survey indicates that 44% of consumers prefer brands like Maybach and Rolls-Royce, while 42% are inclined towards personalized versions of ultra-luxury cars[89][102]. - The preference for SUVs is evident, with 40% of consumers favoring this model type, reflecting a balance between luxury and practicality[101]. Brand Value Preferences - Consumers prioritize brand recognition (72%), performance (81%), and unique design (70%) when evaluating ultra-luxury cars, with financial value being less significant[52][63]. - The demand for personalized services, such as one-on-one remote engineering support, is high among ultra-luxury car owners, indicating a desire for exclusive experiences[106]. Market Trends - The shift from a seller's market focused on "incremental expansion" to a buyer's market characterized by "stock competition" is reshaping the competitive landscape[10]. - The emergence of new wealth classes and changing consumer values are driving a transition from ostentatious consumption to a focus on personal satisfaction and unique experiences[49].

Group 1 - The global market is experiencing a noticeable trend where the acceptance of pure electric vehicles (EVs) is slowing down compared to earlier predictions [1] - Lamborghini plans to continue with plug-in hybrid models for its Urus successor, set to launch in 2029, while evaluating the powertrain for its fourth model [1] - Lamborghini's electrification strategy consists of two phases, with the first phase starting in March 2023, introducing the Revuelto, a high-performance V12 plug-in hybrid supercar [1] Group 2 - Porsche has made significant changes to its electric vehicle strategy, delaying the launch of several new pure electric models and extending the production life of internal combustion and hybrid vehicles for the next decade [2] - Lamborghini believes in not rushing to be the first to market with pure electric models, ensuring that infrastructure is in place and that the vehicles represent Lamborghini's extreme performance [2] - The demand for ultra-luxury pure electric vehicles has not yet formed, leading to a general trend among luxury brands to introduce hybrid models first while extending the use of internal combustion engines [2]

Core Insights - The high-end automotive industry is at a critical juncture, balancing the need to consolidate traditional values with the urgency to explore new values driven by technological advancements and changing consumer demands [1][3] - The collaboration between Yicai and Fudan University aims to provide a comprehensive analysis of the core values, market changes, and future competitive landscape of high-end vehicles, offering insights for industry participants and consumers [1][3] Market Dynamics - The industry faces challenges from both traditional and emerging players, with competition manifesting through price wars and technological breakthroughs [3] - Achieving a strategic balance between maintaining a century-old legacy and embracing innovation is crucial for determining future market positions and growth paths for brands [3] Consumer Insights - The profile of ultra-luxury car consumers includes business owners, investors, professional partners, and heirs, with a significant portion having investable assets exceeding 10 million [7] - The acceptance of electric powertrains in ultra-luxury vehicles is high, yet concerns persist regarding the potential dilution of brand identity and the driving experience [8][10] Brand Recognition - Maybach ranks at the top of the ultra-luxury brand recognition list, with a score of 4.61 out of 5, followed closely by other brands such as Rolls-Royce and Bentley [7] - Consumers show a strong inclination towards owning or intending to own brands like Maybach, Rolls-Royce, and Bentley, indicating their market dominance [7] Electric Vehicle Concerns - While there is a high acceptance of electric vehicles, concerns include the inability of electric powertrains to replicate the driving experience of traditional fuel engines (87.5%) and worries about the adequacy of electric vehicle range and charging capabilities (62.5%) [10] - The rapid technological evolution of electric vehicles raises concerns about depreciation and resale value, with 56.3% of consumers expressing apprehension [10]

Core Viewpoint - Lamborghini is reconsidering its commitment to producing its first all-electric vehicle, the Lanzador, due to a decline in demand for high-end electric sports cars, potentially shifting to a plug-in hybrid model instead [4][5][8]. Group 1: Lamborghini's Strategy - Lamborghini's CEO, Stephan Winkelmann, indicated that the company is evaluating whether to proceed with the Lanzador as a pure electric vehicle or switch to a plug-in hybrid, with a decision expected in the coming weeks [7][9]. - The shift in strategy reflects a broader trend where high-net-worth customers do not currently view electric vehicles as suitable replacements for traditional combustion engine cars, emphasizing the importance of driving experience and convenience [5][12]. - The next-generation Urus is also confirmed to launch as a plug-in hybrid in 2029, indicating a strategic pivot towards hybrid models while delaying full electric offerings [8][12]. Group 2: Market Context - The high-end electric sports car market is experiencing a cooling demand, prompting brands like Lamborghini to adopt a more cautious approach by prioritizing hybrid models to maintain performance and customer experience [8][15]. - Ferrari recently unveiled its first all-electric model, the Elettrica, while adjusting its electric vehicle target from 40% to 20% by 2030, showcasing a more measured approach to electrification [14]. - Other luxury brands, such as Aston Martin and Porsche, have also delayed their electric vehicle timelines, reflecting similar pressures from customer expectations and regulatory uncertainties [15][16]. Group 3: Future Implications - The decision regarding the Lanzador's powertrain will significantly impact Lamborghini's supply chain and market entry timeline, with potential repercussions for the brand's positioning in the luxury electric vehicle segment [15][16]. - The period from 2026 to 2029 is anticipated to be a critical "trial and error" window for luxury performance electrification, as brands navigate their unique customer bases and financial conditions [16].

Core Insights - Rolls-Royce is accelerating efforts to attract younger consumers through regular live streaming events at dealerships, which focus on brand presentation rather than direct sales links, yet still manage to generate orders [1][2] - The luxury automotive market is under pressure, with a nearly 50% year-on-year decline in sales in the ultra-luxury segment in China during the first half of 2025, prompting brands like Rolls-Royce to seek new growth avenues [1][4] Group 1: Marketing Strategy - Multiple dealerships of Rolls-Royce have initiated regular live streaming, with the Shanghai dealership increasing its frequency to daily broadcasts since August [2] - The average age of Rolls-Royce customers has decreased, with the current average being 36 years old, and 40% of buyers of the new Ghost model being first-time Rolls-Royce purchasers [2][3] - The brand is attempting to maintain its "quiet luxury" ethos during live streams, which contrasts with typical aggressive sales tactics [2] Group 2: Product Development - Rolls-Royce is introducing sportier models and design elements that appeal to younger aesthetics, such as the 2025 Black Badge versions of the Phantom and Cullinan, which incorporate carbon fiber and sporty features [3] - The limited edition models, like the Dunhuang mural version of the new Ghost, are designed to resonate more with younger consumers [3] Group 3: Market Challenges - The ultra-luxury automotive market is experiencing a significant decline, with sales dropping to 37,000 units in the first half of 2025, a 49% decrease year-on-year [4] - Despite facing sales challenges, Rolls-Royce's performance has shown signs of recovery, with a global sales figure of 5,712 units in 2024, a 5.3% decline, but a 3.3% increase in the first three quarters of 2025 [4] Group 4: Risks of New Strategies - The shift to live streaming is seen as a double-edged sword, potentially diluting the brand's high-end image while reaching younger consumers [7][8] - Experts warn that while live streaming can attract younger buyers, it may alienate the core older clientele and diminish the brand's perceived exclusivity [7][8]

Core Viewpoint - Rolls-Royce is accelerating efforts to attract younger consumers through regular live streaming events, despite the potential risk of diluting its luxury brand image in a challenging ultra-luxury car market [1][11][12] Group 1: Marketing Strategy - Multiple Rolls-Royce dealerships have initiated regular live streaming sessions, focusing on brand presentation rather than direct sales links, which has led to several orders being placed [1][2][4] - The average age of Rolls-Royce customers has decreased significantly, with the average age of buyers for the new Ghost model being around 35 years [4][5] - The brand is also introducing sportier models and design elements that appeal to younger aesthetics, such as the 2025 Black Badge versions of the Phantom and Cullinan [5][6] Group 2: Market Challenges - The ultra-luxury car market in China is under pressure, with sales dropping nearly 50% year-on-year in the first half of 2025, leading to a need for brands like Rolls-Royce to target younger consumers [6][9] - Despite a decline in sales, Rolls-Royce's global sales showed signs of recovery in 2025, with a 3.3% increase in the first three quarters compared to the previous year [6][9] - The brand's transition to electric vehicles is ongoing, with plans for full electrification by 2030, but sales of electric models are facing challenges [7][9] Group 3: Brand Image and Consumer Perception - The shift to live streaming reflects the increasing sales pressure on ultra-luxury brands, which may risk alienating their core older clientele while trying to engage younger consumers [11][12] - Experts suggest that while live streaming can enhance brand visibility among younger affluent consumers, it may also lead to a decrease in brand prestige and consumer trust in the long term [11][12]