作者 | 第一财经 武子晔 中国市场是德系豪华车企在全球最重要的市场之一。近两年来，问界、理想等中国汽车品牌凭借智能化电动化优势，在30万元以上市场加速抢夺豪华车市 场份额。业内普遍认为，豪华品牌过去依赖的机械性能和品牌溢价，在智能电车时代不足以支撑其竞争力，面临市场竞争，BBA（奔驰、宝马、奥迪） 在终端价格豪华品牌终端价格已出现大幅跳水。 从电动车市场上来看，目前仅有宝马推出的电动车具有一定的声量，但与国内新能源车企销量仍存在差距。而奔驰、奥迪和保时捷电动车市场表现较差。 其中，今年第一季度，奔驰高层公开表示，EQ系列将不再独立运作，回归到主流产品序列。近日，奔驰首席技术官Markus Schäfer确认，公司将逐步弃 用"EQ"子品牌，未来电动车型将采用"Electric"命名方式。在今年上海车展前夕，奔驰推出了基于纯电MMA平台首款国产车型全新纯电长轴距CLA，该车 将于今年秋季上市。 在经历了上半年销量滑坡后，德系豪华车企三季度在中国市场的表现并未改善。 而在超豪华品牌中，保时捷是最早推出纯电动车的品牌。不过，保时捷未针对中国市场开发专属车型，推出的产品在市场上的表现未能达到预期。今年9 月份，保时 ...

2025.10. 09 本文字数：1488，阅读时长大约3分钟 作者 | 第一财经 武子晔 保时捷官方网站发布的前三季度销量信息显示，导致这一下降的主要原因仍是市场环境严峻，尤其是 在豪华车细分市场，以及中国市场竞争激烈。保时捷方面称，公司重点仍在于以价值为导向进行销 售。根据2024年财报会上披露的信息，2025年开始，保时捷启动了全面重组计划。对于中国市场， 保时捷将坚持"质大于量"的战略，主动优化经销商网络，并加速本地研发。 中国市场是德系豪华车企在全球最重要的市场之一。近两年来，问界、理想等中国汽车品牌凭借智能 化电动化优势，在30万元以上市场加速抢夺豪华车市场份额。业内普遍认为，豪华品牌过去依赖的 机械性能和品牌溢价，在智能电车时代不足以支撑其竞争力，面临市场竞争，BBA（奔驰、宝马、 奥迪）在终端价格豪华品牌终端价格已出现大幅跳水。 从电动车市场上来看，目前仅有宝马推出的电动车具有一定的声量，但与国内新能源车企销量仍存在 差距。而奔驰、奥迪和保时捷电动车市场表现较差。其中，今年第一季度，奔驰高层公开表示，EQ 系列将不再独立运作，回归到主流产品序列。近日，奔驰首席技术官Markus Schäfer ...

在经历了上半年销量滑坡后，德系豪华车企三季度在中国市场的表现并未改善。 销量下降27%，奔驰怎么混成了BBA中的差生？ 保时捷近年来在中国市场则持续在走下坡路。保时捷于2001年进入中国市场，此后销量不断攀升，2015 年中国成为保时捷全球最大的单一市场，在销量巅峰时期的2021年，保时捷在华销量逼近10万辆。2022 年，保时捷在中国市场的销量首次下降（同比下降2.5%），2023年开始销量承受较大压力，当年保时 捷在全球市场共交付32万辆新车，同比增长3.3%，北美、欧洲等多个区域市场实现销量同比提升，但 中国地区交付量为7.9万辆，同比下跌15%。2024年，保时捷在中国市场交付量仅为5.69万辆，同比下降 28%。今年前三季度，保时捷在中国市场销量为32.2万辆，同比下降26%。 保时捷官方网站发布的前三季度销量信息显示，导致这一下降的主要原因仍是市场环境严峻，尤其是在 豪华车细分市场，以及中国市场竞争激烈。保时捷方面称，公司重点仍在于以价值为导向进行销售。根 据2024年财报会上披露的信息，2025年开始，保时捷启动了全面重组计划。对于中国市场，保时捷将坚 持"质大于量"的战略，主动优化经销商网络， ...

Core Viewpoint - Beijing Automotive's revenue for the first half of 2025 decreased by 12.6% year-on-year, primarily due to price competition and declining sales [1][2] Group 1: Financial Performance - The company's revenue reached 82.398 billion RMB, showing a significant decline compared to the previous year [1] - Profit attributable to equity holders was 360 million RMB, down 81.8% year-on-year, with basic earnings per share at 0.04 RMB [1] Group 2: Strategic Focus - The company is guided by the principles of "survival, reform, and development," focusing on both domestic and international markets [1] - The company aims to enhance operational efficiency and improve business quality while maintaining a stable sales base [1] Group 3: Product Development - Beijing Automotive is committed to the development of new energy vehicles, continuously improving its product matrix [2] - The Beijing brand launched the BJ30 and BJ40 extended-range models, combining off-road capabilities with new energy technology [2] - Beijing Benz is expanding its product lineup with the new all-electric long-wheelbase CLA, showcased at the 2025 Shanghai International Auto Show [2] - Beijing Hyundai unveiled its first pure electric SUV, marking a new phase in its new energy strategy [2] - Fujian Benz has initiated the construction of the Mercedes-Benz new energy commercial vehicle platform (VAN.EA) in China, progressing towards a new luxury pure electric MPV project [2]

Core Insights - Beijing Automotive reported a revenue of 82.398 billion RMB for the six months ending June 30, 2025, representing a year-on-year decline of 12.6% [1] - The profit attributable to equity holders was 360 million RMB, down 81.8% year-on-year, with basic earnings per share at 0.04 RMB [1] Group 1: Financial Performance - The decline in revenue was primarily due to price competition and a decrease in sales volume [2] - The total wholesale volume for Beijing brand, Beijing Benz, Beijing Hyundai, and Fujian Benz reached 421,000 units, while retail sales were 427,000 units during the reporting period [1] Group 2: Strategic Initiatives - The company is committed to the direction of new energy development, continuously improving its new energy product matrix [2] - Beijing brand launched the BJ30 and BJ40 extended-range models, focusing on both off-road and new energy technologies [2] - Beijing Benz is enhancing its "dual fuel" product lineup, showcasing the new all-electric long-wheelbase CLA at the 11th Shanghai International Auto Show [2] - Beijing Hyundai unveiled its first pure electric SUV, marking a new phase in its comprehensive new energy strategy [2] - Fujian Benz has initiated the construction of the Mercedes-Benz new energy commercial vehicle platform (VAN.EA) in China, progressing on a new luxury pure electric MPV project [2]

Group 1 - Mercedes-Benz faces severe challenges in the second half of the year after a significant 14% year-on-year decline in sales in China during the first half [2] - In July, Mercedes-Benz's retail sales in China dropped to 26,653 units, a month-on-month decline of over 40%, marking the first time in five years that monthly sales fell below 27,000 units [2] - All models sold by Mercedes-Benz in July failed to exceed 10,000 units, with the highest-selling model, the E-Class, reaching only 7,700 units [2] Group 2 - The luxury car market is facing transformation challenges due to the rapid development of new energy vehicles, with brands like AITO, Li Auto, and NIO gaining market share [2] - Mercedes-Benz has significantly reduced its terminal prices, with discounts of up to 120,000 yuan for the C-Class and 100,000 yuan for the E-Class, indicating a shift in pricing strategy [2] - In the electric vehicle sector, the brand's premium pricing from fuel vehicles has not translated to electric models, with the EQA and EQB seeing drastic price cuts and low sales figures of 103 and 233 units respectively in July [3] Group 3 - Mercedes-Benz plans to integrate its EQ series back into the mainstream product lineup, with the launch of a new electric model based on the pure electric MMA platform set for this fall [3] - The company aims to introduce 36 new models by 2027, including 17 electric vehicles and 7 models specifically for the Chinese market [3]

Core Viewpoint - The appointment of Qiao Xinyu as the Vice General Manager of the User Operation Center for BAIC New Energy's ARCFOX brand marks a significant strategic shift for the company, indicating a dual-brand strategy with a focus on both ARCFOX and the Huawei collaboration brand, STELATO [1][5][12]. Group 1: Leadership Changes - Qiao Xinyu has joined BAIC New Energy after a 20-year career in the automotive industry, having held key positions at Mercedes-Benz, Volkswagen, and Great Wall Motors [1]. - The recent leadership changes at BAIC New Energy include the promotion of Zhang Guofu to Chairman and Liu Guanquiao to General Manager, reflecting a broader restructuring within the company [5][9]. Group 2: Sales Performance - In June, BAIC New Energy delivered 14,500 vehicles, a year-on-year increase of 140.65%, with total sales for the first half of the year reaching approximately 67,100 units, up 139.73% [6]. - The ARCFOX brand alone delivered 10,300 vehicles in June, marking a 65.13% increase, while total sales for the first half reached about 55,500 units, a remarkable 211.06% growth [6]. Group 3: Financial Outlook - Despite significant sales growth, BAIC Blue Valley is still facing losses, with projected net losses for the first half of 2025 estimated between 2.2 billion to 2.45 billion yuan [9]. - R&D expenditures have increased from 973 million yuan in 2020 to 1.76 billion yuan in 2024, with a 53.06% year-on-year increase in Q1 of this year [9]. Group 4: Strategic Initiatives - BAIC Group is advancing a dual development strategy of "fuel + new energy" to enhance its market position, with several new models set to launch in the coming months [10][12]. - The company aims to increase the sales ratio of high-profit models, particularly focusing on the ARCFOX and STELATO brands, with a target sales ratio shift from 1:10 to 1:3 by the end of this year [12].

Core Insights - The fuel vehicle market in China is experiencing a temporary recovery despite the rising penetration of new energy vehicles (NEVs) [1][2] - Major automotive companies are adjusting their strategies, with some postponing their plans for full electrification and continuing to invest in internal combustion engine (ICE) technology [2][3] - The profitability of fuel vehicles remains significant for many automakers, influencing their strategic decisions [3][4] Group 1: Market Performance - In May, traditional fuel vehicle sales reached 854,000 units, a month-on-month increase of 2.2%, while NEV sales were 1.095 million units, accounting for 54.7% of total passenger vehicle sales [1] - Regional differences are evident, with the Northwest region showing a 68% ownership rate for fuel vehicles and hybrid models in lower-tier cities outpacing pure electric models by 20 percentage points for 18 consecutive months [1] Group 2: Strategic Adjustments by Automakers - Audi has retracted its plan to cease ICE vehicle development by 2033, reflecting a broader trend among global automakers to maintain a dual-path strategy that includes both ICE and NEV investments [2] - Companies like Great Wall Motors are also adopting a "pan-internal combustion engine strategy," focusing on both hybrid technologies and traditional engines [2] Group 3: Profitability and Cost Considerations - Volkswagen Group reported a total profit of €1.7 billion (approximately 13.4 billion RMB) in China, with over 290,000 vehicle deliveries, of which NEVs accounted for about 6.9% [3] - The supply chain for ICE vehicles is more stable and cost-effective compared to the volatile battery raw material market, which has seen significant price fluctuations [3] Group 4: Policy Environment and Future Outlook - The EU has introduced new CO2 emission regulations, aiming for zero emissions by 2035, while in China, the implementation of the National VI emission standards is still pending, allowing automakers to utilize hybrid technologies in the interim [4] - The recovery of the fuel vehicle market is partly driven by temporary policy incentives, and maintaining existing replacement subsidy policies could sustain market competitiveness, especially in the price-sensitive segment below 150,000 RMB [5]

Core Viewpoint - The automotive industry in China is facing significant challenges due to internal competition, pricing wars, and the need for technological innovation to ensure sustainable development and long-term health of the sector [2][3][7] Group 1: Industry Challenges - The automotive industry is experiencing severe issues such as rampant brand proliferation, chaotic pricing systems, misleading advertising, and capital interference that do not prioritize long-term health [2] - The price war has intensified, with over 200 models expected to be discounted in 2024, and more than 60 models already discounted in the first four months of 2025, leading to industry profits dropping below 4% [3] - Industry leaders express concerns that the current competition model threatens supply chain stability, reduces component quality and safety standards, and ultimately harms the industry's resilience and sustainability [2][3] Group 2: Calls for Change - Industry leaders emphasize the need for self-reform and a return to core values centered around technological innovation to break the cycle of unhealthy competition [3][7] - Long-term commitments to research and development are highlighted, with Changan Automobile planning to invest an additional 200 billion yuan in the next decade, building on nearly 60 billion yuan invested in the past ten years [3] - The importance of establishing clear technical standards and boundaries is underscored to promote healthy and rapid development of intelligent driving technology [4] Group 3: Sustainable Development - Sustainable development is viewed as essential for survival and industry positioning, with companies needing to adapt to fundamental changes in the automotive sector [5][6] - The integration of sustainability with cost reduction and efficiency is seen as achievable through advancements in Industry 4.0 and digitalization [6] - Companies are encouraged to embrace localization and collaboration to navigate global market challenges effectively [6] Group 4: Future Outlook - The automotive industry is projected to account for over 30% of the global market share in 2024, with significant performance in the new energy vehicle sector [7] - Industry leaders are committed to fostering innovation, deepening green transformation, and enhancing collaboration to create a better environment for future growth [7] - The forum concluded with a collective pledge to return technology to its value roots, restore competition boundaries, and pursue win-win outcomes in global markets [7]

Group 1 - The 2025 Shanghai Auto Show showcased a shift from "traffic-driven" marketing to a focus on technology and product capabilities, reflecting a more rational approach in the automotive industry [4][5][6] - The Ministry of Industry and Information Technology's regulations on smart driving advertising have led to a more cautious and safety-oriented promotion of intelligent driving technologies [4][5] - The emergence of domestic supply chains has been highlighted, with over 50 domestic and international parts suppliers participating prominently in the exhibition, indicating the rise of China's automotive supply chain [9][10] Group 2 - The acceleration of localization in smart driving technology was evident, with both domestic and foreign companies collaborating to adapt technologies to the unique conditions of Chinese roads [5][6][7] - Major foreign automakers, including Mercedes-Benz, BMW, and Toyota, showcased their electric vehicles prominently, signaling a commitment to the electric vehicle market in China [7][8] - The introduction of flying cars and humanoid robots at the auto show indicates a potential new focus area for the automotive industry, expanding the scope of competition and future mobility solutions [10] Group 3 - The presence of nearly 50 well-known technology, semiconductor, and chip companies at the supply chain exhibition reflects the growing importance of chips in the automotive sector, particularly in the context of electrification and intelligent driving [11][12] - Despite the optimistic developments observed at the auto show, challenges remain, particularly regarding the financial capabilities of domestic supply chain companies to keep pace with rapid technological advancements [12]