Editor's notes 编者按 加入轩辕同学，成就新汽车人 设计 | 甄 尤 美 作者 | 肖 明 超 （ 金轩 奖 评 委 会 主席 、 中 国 趋 势 营 销 专 家 、 知 萌 咨 询 机 构 创始 人 兼 C E O ） 编辑 | 温 莎 "金轩奖十二年，我也当了十二年的主席。" 2026年1月23日，第十二届金轩盛典在北京正式举行，金轩奖评委会主席、中国趋势营销专家、知萌咨询机构创始人兼CEO肖明超在盛典 上笑言，自己在副业上做得比主业都认真，在兼职上干得比本职工作都用心。 在一个岗位上坚守12年，并不是一件容易的事情，但这种长期主义精神始终贯穿于金轩奖的点滴之中。 成立于2014年，12年的时间，金轩奖累积案例已经超过1500件，见证并记载着汽车营销伴随产业变革创新的完整历程，秉持公正客观、与 时俱进的原则，不断推动中国汽车品牌向前进。 随着各种红利结束、增长放缓，人口变迁，消费群体迁移，文化重塑，技术裂变，一个商业周期彻底结束，用肖明超的话说，"我们正式 告别了老登时代"。 "以规模、速度、红利为核心的周期已经结束了，以深度、精度和人心为内核的价值时代正在开启。" 因此，他将2026年年度 ...

Group 1 - The article discusses the evolving landscape of automotive marketing in China, highlighting a shift towards unconventional and relatable marketing strategies that resonate with consumers [4][19][30] - The rise of "anti-marketing" tactics, such as the viral success of a cleaning lady from a Lexus dealership who gained popularity through her humorous and relatable car commentary, illustrates a departure from traditional high-end marketing approaches [6][8][12] - Various brands, including BMW, Volvo, and Audi, have followed suit by featuring ordinary staff in their marketing efforts, creating a "cleaning lady car model universe" that reflects consumer fatigue with conventional marketing [8][9][19] Group 2 - The article highlights the innovative marketing strategies employed by brands like Avita, which uses humorous and relatable social media content to engage younger audiences, despite some criticism regarding brand positioning [20][22] - Xiaopeng Motors has embraced cross-industry collaborations, featuring characters from popular video games in their marketing campaigns to attract younger consumers, showcasing the potential of AI in creating interactive marketing content [23][26] - NIO's creative content marketing, including the use of a character named "Sticky Rice," exemplifies how brands can create engaging narratives that resonate with consumers, turning brand representatives into relatable figures [27][29] Group 3 - The article notes that traditional luxury brands like Mercedes-Benz are adapting their marketing strategies by incorporating humor and direct engagement with consumers during product launches, moving away from formal presentations [13][18] - Geely's marketing stunt of fitting 42 women into a vehicle to set a Guinness World Record demonstrates the lengths to which brands will go to create memorable marketing moments, although it raises concerns about consumer safety [30][33] - GAC Group's approach to marketing through a personal vlog by its leader, which emphasizes authenticity and relatability, contrasts with the more conventional promotional tactics seen in the industry [34][37] Group 4 - The article discusses the backlash faced by brands like Xiaomi and Chery due to marketing missteps that have led to a decline in consumer trust, highlighting the importance of maintaining brand integrity in marketing efforts [42][44] - The automotive industry is experiencing a shift where brands must balance innovative marketing with consumer expectations and trust, as seen in the challenges faced by companies attempting to engage consumers through gimmicks [44][45]

Core Insights - Wuling Hongguang officially enters the new energy era with the launch of its entire new energy product matrix at the Second Tribute to Strivers Conference [2][3] - The Wuling Hongguang EV, set to launch in 2026, will offer two models and support "one vehicle, three power" options, catering to diverse commercial needs [2][3] Sales Performance - Wuling Hongguang has achieved cumulative sales of over 21 million units, with over 500,000 units sold from January to October this year, making it the champion in cumulative sales of commercial vehicles in China [2] - In the new energy commercial vehicle segment, Wuling Hongguang has sold 122,400 units, ranking first in the market [2] Market Leadership - The Wuling Yangguang family has sold over 100,000 units, maintaining the top position in the new energy light commercial vehicle market for 19 consecutive months [2] - The Wuling Hongguang new energy family has reached sales of 55,000 units, leading the new energy rear-drive MPV market [2] - The Wuling Zhiguang EV family has been the top seller in the new energy microbus market for 9 consecutive months [2] Product Innovation - The Wuling Hongguang EV will feature the "Lingxi Power Commercial Range Extender" system and "Shenlian Battery Commercial Version," enhancing performance, safety, and economic efficiency [3] - The new vehicle will maintain the classic advantages of the Hongguang family, including high cost-effectiveness, low operating costs, and flexible handling [3] Technological Empowerment - The comprehensive electrification of Wuling Hongguang is supported by the "Tian·Ling·Shen" technology system, which includes smart manufacturing, platform architecture, core three-electric systems, and intelligent ecosystems [3]

Core Insights - The article highlights the evolution and success of Wuling, a brand celebrating its 40th anniversary in 2025, emphasizing its commitment to meeting user needs and driving grassroots wealth creation [1][2][6] Product Adaptation and Market Performance - Wuling's product development is centered around deep user insights, adapting to various market demands, particularly in the commercial vehicle sector with a comprehensive product matrix [2][3] - The Wuling Yangguang family is set to expand to 8 models by 2025, with over 100,000 units sold, maintaining the top position in the new energy light commercial vehicle market for 19 consecutive months [2] - The Wuling Hongguang family offers a versatile powertrain with fuel, pure electric, and range-extended options, achieving a cumulative sales figure of 55,000 units in the new energy rear-drive MPV market [2] Technological Innovation and Manufacturing Efficiency - Wuling has pioneered the Intelligent Island Manufacturing System (IMS), achieving a 30% increase in production efficiency and an 80% boost in logistics efficiency, with a 50% automation rate [4][5] - The "Sky, Spirit, and God" technology system addresses core user pain points, enhancing vehicle performance and adaptability for various commercial uses [5][6] Sales and Market Leadership - Wuling's cumulative sales of new energy vehicles have surpassed 3 million units, positioning it among the top three globally and demonstrating rapid transformation in the new energy sector [6] - In the first ten months of 2025, Wuling Red Label achieved over 500,000 units sold, leading the commercial vehicle market with 122,430 units of new energy vehicles sold, reflecting a year-on-year growth of over 100% [3][6] Community Engagement and Social Responsibility - The launch of the "Hongguang Index" provides insights into grassroots economic vitality, reflecting the changing dynamics of entrepreneurship and user engagement [7][8] - Wuling has established the "Fighter Special Plan," investing 15 million yuan to support grassroots entrepreneurs, reinforcing its commitment to social responsibility [8]

Core Viewpoint - SAIC-GM Wuling is committed to the principle of "producing what the people need" and aims to be the best partner for those striving for success, showcasing its dedication to innovation and user-centric development [1][4]. Group 1: Event Highlights - The second "Tribute to Strivers" conference was held on November 18, featuring stories of strivers and emphasizing the core values of innovation, confidence, and passion [3]. - The event introduced the "Heaven, Spirit, God" technology system and the fully electrified Wuling red label product family, along with the launch of the "Macro Light Index" to reflect grassroots economic vitality [3][11]. Group 2: Historical Development - Wuling has evolved over 40 years, from becoming the top microcar brand in the 1990s to leading the global new energy commercial vehicle market today, maintaining a focus on user needs [4]. - The company has achieved significant sales milestones, with over 500,000 units sold in the commercial vehicle sector from January to October, including 122,430 units in the new energy segment, making it the market leader [4]. Group 3: Product and Technology Innovations - Wuling's red label has become a partner for many strivers, with models like Wuling Hongguang and Wuling Yangguang being recognized for their durability and affordability [4]. - The company is transitioning from merely manufacturing vehicles to defining the concept of striving, leveraging data and technology to enhance user experiences [5][13]. Group 4: New Initiatives and Support Programs - The "Strivers Special Program" was launched in collaboration with the China Red Cross Foundation, with an initial investment of 15 million yuan to support Wuling vehicle owners facing difficulties and to promote micro-entrepreneurship [19]. - The "Macro Light Index" was established to measure the vitality of grassroots strivers, with a target score of 121.45 by 2025, reflecting a new attitude and vitality among the workforce [11].

Core Insights - SAIC-GM-Wuling held the second "Salute to the Strivers" conference, emphasizing the theme "We Move Up, China Moves Forward" and showcasing its commitment to innovation and the new era of production power [1][3] - The company introduced its "Sky, Spirit, and God" technology system and the fully electrified Wuling red label product family, along with the launch of the "Macro Light Index" to reflect grassroots economic vitality [1][5] - The event highlighted the "Strivers Special Plan," demonstrating SAIC-GM-Wuling's mission to resonate with national development and support grassroots strivers [1][5] Event Highlights - The conference featured notable attendees, including local government officials and industry representatives, who shared stories of modern strivers [3] - Awards were given to outstanding representatives, including the "Striver Star" title for individuals who exemplified the spirit of hard work and innovation [5] - The "Macro Light Index" was introduced, reaching a score of 121.45 in 2025, reflecting a 9.23% increase from the previous year [5] Technological Advancements - SAIC-GM-Wuling's intelligent island manufacturing system (I²MS) received authoritative certification, promoting flexible manufacturing processes [5] - The company introduced innovative technologies such as the modular chassis and multi-energy drive architecture, enhancing product offerings for commercial vehicles [5][6] - The new Wuling Rongguang EV, set to launch in 2026, will feature a flexible power system tailored for Chinese commercial vehicles [6] Company Milestones - The year 2023 marks the 40th anniversary of the Wuling brand, which has consistently focused on providing affordable and reliable vehicles for grassroots strivers [8][9] - Cumulative sales of the Wuling red label have surpassed 21 million units, with over 500,000 units sold in the first ten months of 2023, making it the top seller in the commercial vehicle market [9]

Core Viewpoint - SAIC-GM-Wuling officially enters the new energy era, showcasing its commitment to innovation and technology in the commercial vehicle sector during its 40th anniversary event [1][2]. Group 1: Company Overview - Wuling has sold over 21 million vehicles since its inception in 1985, becoming a leader in the global new energy commercial vehicle market [2]. - In the first ten months of 2025, Wuling's cumulative sales exceeded 500,000 units, making it the top seller in the national commercial vehicle segment [2]. - The company has achieved significant success in the new energy vehicle market, with 122,400 units sold, ranking first in this category [2]. Group 2: Technological Innovations - The newly launched "Tian·Ling·Shen" technology system includes six major technological innovations, focusing on intelligent manufacturing and modular design [2][3]. - The Intelligent Island Manufacturing System (IMS) allows for flexible production and has been recognized as a national leading intelligent factory project [2]. - The Lingxi Power 3.0 system enhances power by 13% and reduces energy consumption by 30% [3]. Group 3: Product Development - The Wuling Rongguang EV, set to launch in 2026, will offer three power options and aims to enhance performance, safety, and economic efficiency [3]. - Wuling has developed a comprehensive product matrix in the new energy commercial vehicle sector, catering to diverse needs of small and micro business owners [3]. Group 4: Economic Index and Community Support - The "Hongguang Index," reflecting the status of grassroots entrepreneurs, reached 121.45 points in 2025, indicating a 9.23% increase from the previous year [4]. - Wuling has initiated a special plan in collaboration with the China Red Cross Foundation, contributing an additional 15 million yuan to support struggling vehicle owners and micro-entrepreneurship [4]. - The company emphasizes its commitment to meeting the needs of the people, as stated by its general manager [4].

Investment Rating - The report does not explicitly state an investment rating for the automotive industry Core Insights - The automotive industry is experiencing significant growth, with Chinese brand passenger cars selling 9.27 million units in the first half of 2025, a year-on-year increase of 25% [15] - New energy vehicle sales are expected to stabilize due to government policies aimed at improving product quality and optimizing supply chain processes [11] - Recent trends indicate a shift towards smart driving technologies, with various companies receiving funding to enhance their capabilities in this area [31][30] Information Dispatch - **Weekly Sales Rankings**: In the third week of July, the top three new energy vehicle brands by sales were BYD (51,400 units, +5.3%), Wuling (12,700 units, +14.4%), and Tesla (9,900 units, -19.5%) [9] - **New Car Releases**: Several new models were launched, including BYD's Hai Si 06 EV and DM-i, and the Wuling Zhi Guang EV [10] - **Policy and Hot Events**: Guangdong and Anhui provinces are taking steps to regulate competition in the new energy vehicle sector, promoting quality management and industry self-discipline [11] Technology Dynamics - **Chip Development**: MediaTek's C-X1 cockpit chip is gaining traction among luxury car manufacturers in China, expected to see large-scale shipments in 2026 [18] - **Battery Innovations**: Honeycomb Energy's second-generation Dragon Scale battery pack has been launched, featuring a capacity of 65 kWh and supporting 5C fast charging [20] Lithium Battery Insights - The price of battery-grade lithium carbonate has surged to 72,940 yuan per ton as of July 25, 2025, reflecting a significant increase of 9.4% from the previous week [22][23] - The report highlights fluctuations in the prices of various lithium battery materials, with lithium iron phosphate prices rising by 7.22% [23] Investment and Financing Events - **Zero One Automotive**: Completed a 500 million yuan Series A financing round to advance its autonomous driving technology [30] - **Weikensi Technology**: Secured Series A funding to accelerate the development of its drive-by-wire chassis [31] - **Jinmao Smart Transportation**: Raised several hundred million yuan in Series A financing to support its zero-carbon transportation solutions [32]

Group 1: Executive Changes and Company Developments - Dongfeng Motor Group has appointed Zhou Feng as the new Deputy General Manager and Party Committee Member, transitioning from his previous role at Dongfeng Nissan [1] - Dongfeng is undergoing a significant transformation, shifting its revenue structure from commercial vehicles to passenger vehicles, with a target of selling 1.88 million cars in the second half of the year and aiming for 3 million units annually, including 900,000 in new energy vehicles [1] - Zero One Automotive has completed a 500 million RMB Series A financing round, led by major players in the autonomous driving sector, indicating continued investment interest despite a challenging market [2] Group 2: Financial Performance and Projections - Ruipu Lanjun Energy expects a significant reduction in losses for the first half of 2025, projecting revenues between 9.3 billion to 9.8 billion RMB, a year-on-year increase of approximately 22.4% to 29.0% [3] - The company anticipates a net loss of 100 million to 50 million RMB, a substantial decrease from a loss of 658 million RMB in the previous year, reflecting improved product shipments and operational management [3] Group 3: New Product Launches and Innovations - Weichai Power has launched the M817 model, featuring advanced driving assistance technologies in collaboration with Huawei, with pre-sale prices ranging from 329,900 to 359,900 RMB [7] - Geely has introduced the E5 2026 model, an A-class pure electric SUV, maintaining its price range while enhancing the vehicle's range capabilities [9] - Wuling has released a new long-range version of the Wuling Zhihong EV, priced at 57,800 RMB, expanding its offerings in the new energy commercial vehicle market [11] - Leap Motor has launched the B01, a new electric sedan targeting the A-class market, with prices between 89,800 and 119,800 RMB, aiming to disrupt traditional pricing models [12] Group 4: Strategic Partnerships and Market Expansion - BMW Brilliance and Datang Group have established a joint venture for green electricity, focusing on a 1 million kW onshore wind power project to support BMW's production facilities [6] - WeRide has initiated Robotaxi trial operations in Riyadh, marking its third market in collaboration with Uber, with plans for full commercial operations by the end of 2025 [4] - Chunghwa Technology has completed a third round of financing exceeding 200 million USD, aimed at advancing methanol-hydrogen product development and ecosystem construction [7]

Core Insights - The launch of the Wuling Zhi Guang EV305km model at a price of 57,800 yuan aims to meet user demands and reshape the micro-van market [1] - Wuling Zhi Guang has been a significant product for SAIC-GM-Wuling since its debut in 2002, achieving notable sales milestones and establishing itself as a market leader [3] - The traditional micro-van market has faced challenges due to evolving consumer demands and competition from compact MPVs and SUVs, prompting Wuling to redefine its product offerings [3] Sales Performance - In the first half of the year, Wuling Zhi Guang EV achieved cumulative sales of 13,532 units, becoming the top seller in the new energy micro-van market [4] - The overall sales of Wuling Hongbiao reached 309,928 units, reflecting a year-on-year growth of 10.4%, with new energy vehicle sales surging by 293% [4] Product Features and Market Positioning - The Wuling Zhi Guang EV305km model features seven core upgrades across three dimensions: range, safety, and comfort, catering to diverse user needs [6] - The vehicle offers a range of 305 km, addressing operational efficiency for urban logistics and enhancing user experience with flexible storage and layout options [6] - The model is positioned as a versatile tool for both business and personal use, appealing to young entrepreneurs and families with its affordability and various subsidies [6]