深入到具体用户场景，而非模糊的大众市场 北汽股份董事长王昊称，2025年，北京越野在触及战略、组织、产品和生态都进行了全方位变革，而所 有的这一切都源于他们在心态上发生了根本变化：敬畏每一个用户，关注用户具体的生活，真正把用户 放在中心，和用户建立长久的关系，而不是一锤子买卖。 这种心态的变化，体现在行动上便是"改变原来听的模式，转向和用户一起聊、一起干。" "企业要活下去，就不能只盯着模糊的大众市场，而要深入到具体场景，融入真实的用户群。" 2025年的新能源汽车市场，经历了一场前所未有的"淘汰赛"。行业增速放缓、市场份额向头部集中、技 术竞争白热化，让多数品牌都陷入增长困境。当价格战进行到现在，新老车企的销量增长大都陷入了疲 态。 然而，北汽新能源却以"黑马"之姿上演了一出逆势上扬的精彩戏码，不仅2025年全年销量突破20万辆， 达到209576辆，超额完成年度目标，更以同比84%的高速增长领跑行业，为"国家队"增添了一抹亮色。 而这主要得益于过去一年北京越野做的三大选择和转变。 王昊称，过去他和团队不管是在线上还是线下，都会保持和用户的直接、高频的沟通，见过很多北京越 野的用户，给他们亲自交付过新车。团 ...

"商业的本质是回应需求，品牌的生命力源于在时代变量中找到不变的价值锚点。"王昊在解读业绩时强 调，2025年北京越野跑通了"用户结构优化+品牌内核强化+技术驱动升级"的增长三角，而支撑这一三 角的核心是经营体系的深度变革。 ● 本报记者 龚梦泽 近日，北京越野在其智能工厂举行媒体沟通会，披露了北汽股份及北京越野2025年核心经营业绩：北汽 股份全年销量达85万辆，北京越野作为核心增长引擎，年销量逾20万辆，旗下方盒子车型交付147499 辆，同比增长72%，硬派越野主力车型BJ40稳坐细分市场头把交椅。 在此次沟通会上，北汽股份董事长王昊、总裁陈更等核心管理团队围绕业绩增长逻辑、用户转型、产品 规划及成本质量管控等市场关切问题接受了中国证券报记者的采访，释放了清晰的发展信号。 业绩站稳增长台阶 结构优化凸显发展质量 作为北汽集团"三年跃升行动"的开局之年，2025年北汽集团自主品牌销量时隔6年重回百万辆大关，北 汽股份的经营表现成为其重要支撑。数据显示，北汽股份旗下涵盖北京奔驰、北京现代两大合资品牌及 北京越野自主品牌，全年整体销量达85万辆，其中北京越野贡献了超20万辆的自主品牌销量，且呈现出 显著的结构优 ...

Core Viewpoint - The article discusses the resurgence of retro aesthetics in consumer preferences for SUV models, particularly focusing on the "boxy" design trend in the automotive market [1][2]. Group 1: Market Trends - There is a noticeable shift in consumer aesthetics back to retro designs, particularly in the SUV segment [1]. - The demand for versatile vehicles that can navigate various terrains is increasing, reflecting a desire to explore the country's landscapes [2]. Group 2: Vehicle Pricing and Sales - The Haval Big Dog models have a strong market presence, with 95% of sales concentrated on gasoline versions, averaging over 15,000 units sold monthly [3]. - The Equation Leopard T3 has achieved stable monthly sales of around 10,000 units, indicating strong market acceptance [6]. - The Haval Tank 300 has seen a decline in sales from approximately 10,000 units to around 7,000 units monthly, yet it remains one of the most successful Chinese off-road vehicles [18]. Group 3: Competitive Analysis - The article highlights several key players in the boxy SUV market, including Haval, Equation Leopard, and Jietu, with a recommendation for consumers to consider these brands in the order mentioned [43]. - The Jietu Traveler and Jietu Mountain Sea T2 models are noted for their competitive pricing and product capabilities, although the latter has limited product strength [10][12]. - The Equation Leopard series, particularly the T3, is positioned as a unique electric option among boxy models, showcasing the brand's commitment to innovation [7].

Core Insights - The 2026 Beijing Off-road BJ30 Traveler was launched on September 27, 2023, positioned as a large space light off-road SUV priced between 99,900 to 136,900 CNY, with post-subsidy prices ranging from 83,900 to 118,900 CNY [2][3] - The vehicle features a unique hybrid architecture with a total power of 301 kW and torque of 685 Nm, achieving 0-100 km/h in 6.59 seconds and a low fuel consumption of 5.85 L [2][3] - BJ30 is a key model for Beijing Off-road's sales strategy, contributing significantly to the brand's overall sales, with a target of 500,000 units by 2027 [3][4] Product and Market Strategy - BJ30 Traveler is part of Beijing Off-road's strategy to penetrate the light off-road market, which is seen as having greater potential compared to traditional off-road vehicles [4] - The company is focusing on a three-dimensional product matrix to cover all off-road scenarios and is committed to hybrid technology [3][4] - The pricing strategy includes a downward adjustment, with the BJ30 Traveler priced lower than its predecessor, enhancing its competitiveness in the market [4] Sales Performance - In August, BJ30 sold 5,009 units, accounting for 37% of Beijing Off-road's total sales, while the BJ40 model maintained stable sales around 7,000 units [3][4] - The overall sales target for Beijing Off-road is part of the larger goal of the BAIC Group to achieve 3 million vehicle sales by 2027, with a focus on electric and hybrid vehicles [3][4] User Engagement and Marketing - Beijing Off-road is enhancing user engagement through initiatives like the "Yueye•China" user ecosystem and outdoor adventure activities [4] - The brand is also leveraging digital marketing strategies, including the launch of an official IP and a short film to connect with younger consumers [4]

Core Insights - The Chinese off-road vehicle market is experiencing unprecedented expansion, with projections indicating that the market share of hard-core off-road vehicles will exceed 3% by 2025 and potentially surpass 13% by 2030 [1] - The transition from niche products to mainstream markets is expected in the next five years, driven by technological innovations that reshape consumer perceptions of new energy off-road vehicles [1] Industry Trends - The penetration rate of hard-core off-road vehicles in the SUV market reached 2.91% in Q1 2025, with annual market share expected to exceed 3%, corresponding to sales volumes of 350,000 to 400,000 units, a significant increase from less than 2% in 2020 [1] - The Beijing Automotive Group's BJ40 model has achieved impressive sales, with 58,000 units sold in the first half of the year, marking a 29% year-on-year increase [2] - The BJ40 series ranked third in sales among hard-core off-road vehicles, with cumulative sales of 21,768 units from January to June [2] Technological Advancements - The BJ40 model features a range-extended electric version with a pure electric range of 152 km and a total range of 1,200 km, addressing range anxiety while being priced around 150,000 yuan [2] - The integration of advanced intelligent driving systems in new off-road vehicles is becoming a competitive differentiator, with BJ40's system utilizing a combination of sensors to enhance off-road capabilities [2][3] - The collaboration between Huawei and automotive companies is leading to the development of high-end intelligent off-road vehicles, with the Dongfeng M817 model focusing on urban commuting and outdoor leisure [3][4] Consumer Expectations - Consumers are increasingly demanding versatile vehicles that perform well in urban settings while also being capable of handling off-road conditions, with expectations for low operating costs and high adaptability [3][4] - The market is witnessing a shift towards intelligent off-road vehicles that can meet diverse user needs, including comfort, efficiency, and advanced driving assistance systems [4]