汽车行业 丨研究报告 核心摘要： 广告汽车行业作为重要的支柱产业，正经历深度变革，行业格局与用户决策逻辑迎来全新重构。 从行业视角看，自主品牌成为行业主要增长引擎，新能源技术改写价值规则、引发价格圈层化经营；从用户 视角看，购车决策周期缩短但对比更细致，新能源用户偏好科技与智能化，AI搜索与专业内容影响用户决 策；从生态视角看，百度依托AI技术升级搜索与内容，构建"AI新经营+AI全域通"营销体系，为车企打通用 户触达、心智占领、转化流程的全链路。 2025年中国车市三大变革定义车市新秩序——自主加冕、 溢价重塑、结构裂 变 · 自主品牌销量加冕，自主品牌成车市增长唯一引擎，新车发布占比65%，驱动车市 销量+9.2%增长 · 能源换代溢价重塑，新能源 技术平权已改写用户溢价决策标准，重塑价格、重塑价 值、重塑豪华 · 决策竞争结构裂变，价 格圈层经营成未来营销转型新战场，极致降本增效成为经营 新挑战 自主加冕-自主品牌成为车市增长唯一驱动引擎 2025年1-9月自主品牌销量同比+20.3%净增长185.5万辆，驱动车市+9.2%高速增长， 从中国车市历史以来的"合资引领，自主跟随"局面，在今年彻底颠覆 溢价 ...

Core Insights - The report highlights the varying residual values of domestic automotive brands in China, with traditional strong brands like GAC and Geely maintaining stability, while brands like BYD show robust performance due to rapid electrification [1] - The shift from "market for technology" to "technology creates value" is emphasized as domestic brands evolve [1] Group 1: Electric SUVs - The pure electric mid-size SUV market is highly competitive, characterized by intense high-end battles and mainstream acceleration, with the Leado L60 achieving the highest residual value [3] - Tesla Model Y and ZEEKR 7X follow closely in the residual value rankings, indicating strong market acceptance [3] - In the compact electric SUV segment, the "Matthew effect" is evident, with top models like Song PLUS, AION Y, and Yuan PLUS establishing significant advantages due to technology and market reputation [7] Group 2: Plug-in Hybrid SUVs - In the plug-in hybrid compact SUV market, BYD's Song Pro and Song PLUS dominate the residual value rankings, showcasing the strength of BYD's DM technology [12] - The plug-in hybrid mid-size MPV market sees GAC's E9 leading in residual value due to its luxurious features and advanced battery management [16] Group 3: Compact Cars - In the popular compact car market, the Volkswagen Lavida ranks first in residual value, followed by the Volkswagen Sagitar and Audi A3, reflecting the strong foundation of German brands in China [17] Group 4: Mid-size SUVs - The domestic mid-size SUV market has established a stable value hierarchy, with GAC's GS8 leading in residual value due to its spaciousness and luxury features [21] - The competitive landscape in the mainstream joint venture mid-size SUV segment is dominated by German and American brands, with SAIC Volkswagen's Teramont achieving the highest residual value [23] Group 5: Japanese Brands - The price decline of Japanese brands like Toyota, Honda, and Nissan indicates a convergence in product quality, negatively impacting their residual values in the new energy era [25] - The increase in residual value for Volkswagen brands is attributed to strong contributions from their sedan products, while French brands face significant declines due to ongoing price wars [25]

Core Viewpoint - The automotive industry is currently facing a wave of anti-corruption efforts, which are crucial for maintaining the integrity of supply chains and ensuring product quality in a highly competitive market [2][3][4]. Group 1: Anti-Corruption Efforts - Dongfeng Motor has seen six executives under investigation for serious violations since May, including a senior manager [2]. - SAIC Volkswagen is also involved in investigations, with a procurement department employee detained, indicating a broader trend of scrutiny within the industry [2][3]. - The internal email leak alleging corruption in SAIC Volkswagen's procurement department highlights ongoing issues, although the company claims no substantial evidence was found [3]. Group 2: Supply Chain Management - The automotive supply chain is extensive, involving thousands of parts, and any corruption can lead to significant financial losses for companies [3][4]. - BYD's chairman emphasized that corruption is a major obstacle to healthy company growth, and the company has implemented reporting incentives to combat it [4]. - NIO is adopting a "transparent supply chain" approach to reduce waste and improve cost visibility, which is critical for maintaining product quality [5]. Group 3: Financial Performance and Challenges - SAIC Volkswagen's profit margins have been severely compressed in the new energy era, with past models achieving margins of 20-30% now facing significant challenges [6]. - The company aims to achieve a profit margin of around 10% for its new range-extended products, which is a considerable challenge given current market conditions [6]. - Recent reforms under new management include cost-cutting measures and a focus on enhancing operational efficiency, such as reducing development licensing fees and internalizing outsourced R&D work [6][7]. Group 4: Future Strategies - SAIC Volkswagen plans to launch seven new models by 2026, including electric and hybrid vehicles, as part of its strategy to improve market competitiveness [7]. - The company is reforming its dealer assessment system to enhance customer service, indicating a shift towards a more customer-centric approach [7]. - Despite cost-cutting measures, SAIC Volkswagen is committed to maintaining quality and safety standards, as evidenced by investments in safety features for new models [7].