2026年元旦，宝马用一场"史诗级降价"给中国豪华车市投下深水炸弹——31款车型集体调价，24款 降幅超10%，5款突破20%，而入门车型更是下探至20.8万元。面对外界质疑，宝马中国坚称这不是"价 格战"，而是"价值升级"与"主动战略调整"。然而这番说辞听起来更像自欺欺人的辩解——当曾经象征 身份与格调的豪华品牌，不得不靠"挥泪大甩卖"争夺市场时，其维持数十年的高溢价神话，已然在中国 式竞争中走到了土崩瓦解的边缘。 宝马此次降价并非一时兴起，而是其在价格战中反复挣扎的必然结果。2024年上半年，面对中国品 牌的凌厉攻势，BBA相继加入"价格战"，试图以价换量保住市场份额；仅仅三个月后，宝马试图牵头退 出"价格战"，宣称要聚焦业务质量并稳定品牌价值。这番看似硬气的表态只维持了两个月——2024年9 月，迫于销量下滑与库存压力，宝马不得不重启高折扣模式。而今更是直接用官方指导价下调的方式， 彻底宣告高定价策略的失效。 第一个信号是市场份额的结构性反转。随着中国品牌在30万~50万元价格区间的持续发力，传统豪 华品牌的市场空间被不断挤压，首当其冲的就是二线豪华品牌，包括英菲尼迪、讴歌、捷豹等品牌已经 被边缘化。而 ...

本文全文共 4212 字，阅读全文约需 14 分钟 目录 国内新闻 1.2026年春节假期七座及以下小客车出行可享高速免费通行政策 2.湖南省优化机动车停车收费 鼓励对新能源汽车停车实施优惠 点 击 蓝 字 关 注 我 们 3.广东:支持汽车等领域制造业企业对外提供具有国际竞争力的服务 6.门店总量已达1068家 零跑汽车加速冲刺2026百万年销目标 7.长城坦克500搭载Coffee夜视系统 商用车 8.2026款小鹏P7+在奥地利工厂完成试制 将于1月9日登陆欧洲 国外新闻 1.2025年英国新车注册量突破200万 2.现代汽车:2026年全球销量目标为416万辆 4.广州:道路泊位单次最高限价为200元 5.广汽集团与华为终端签署全面合作框架协议 3.高通谷歌宣布扩大合作:推动汽车/出行AI化 4.英伟达发布Alpamayo汽车大模型平台 1. 福田汽车在新加坡推出新能源车型 加速东南亚市场布局 2. 一汽解放广汉基地二期启动建设 3. 山东滨州推出无人物流车相关规范性文件 4. 吉利新能源皮卡四驱山地版、高寒版上市 国内新闻 1 2026年春节假期七座及以下小客车出行可享高速免费通行政策 时间:202 ...

Core Insights - The Chinese automotive industry is entering a critical transition period in 2025, shifting from policy-driven growth to self-sustained growth, with an expected annual production and sales growth rate of 9% [1] - Great Wall Motors' chairman, Wei Jianjun, emphasizes the importance of integrating traditional Chinese culture into the automotive industry, positioning it as a source of strength for national brands and a driving force for sustainable development [1][2] Group 1: Cultural and Technological Integration - Great Wall Motors adopts a differentiated development strategy by deeply integrating culture and technology, drawing inspiration from various cultural elements such as the wisdom of Dujiangyan and the spirit of Dunhuang [2] - The Hi4-Z architecture utilizes power distribution technology inspired by Dujiangyan's philosophy, balancing mechanical performance with energy efficiency, thus addressing the issue of industry "involution" [2] - The long-term research and development strategy of Great Wall Motors is influenced by Dunhuang culture, with new vehicle colors inspired by the murals of Mogao Caves, leading to successful product launches [2] Group 2: Market Performance and Sales Growth - In 2025, Great Wall Motors achieved new car sales of 1.3237 million units, a year-on-year increase of 7.33%, with new energy vehicle sales reaching 403,700 units, up 25.44% [3] - Overseas sales reached 506,100 units, marking an 11.68% increase and setting new records for both new energy and overseas sales [3] Group 3: Global Expansion and Ecosystem Development - Great Wall Motors is transitioning to a "thicker" growth model, focusing on comprehensive industry chain development and achieving multi-dimensional progress in global markets [7] - The company has established a robust overseas sales network covering over 170 countries and regions, with more than 1,400 channels and a cumulative overseas sales volume exceeding 2 million units [7] - The "ecological export" model promotes resource integration and technological collaboration, enhancing local economic vitality and providing a replicable model for other Chinese automotive brands [7] Group 4: Competitive Positioning and Future Outlook - Great Wall Motors is experiencing significant growth in various regional markets, with Central Asia emerging as a new growth driver and Australia maintaining its position as the top market for Chinese brands [8] - The company's commitment to long-termism and a technology-driven strategy, combined with cultural and technological dual-driven development, positions it favorably in the transition from scale expansion to quality competition [8] - The cultural accumulation, technological advancements, and global layout established in 2025 are expected to create a competitive "moat" for Great Wall Motors, with further value growth potential as new high-end models are produced and overseas markets deepen [8]

Core Insights - Great Wall Motors has achieved cumulative global sales exceeding 16 million vehicles and has made significant breakthroughs in high-end vehicle offerings, with models like the new WEY brand and Tank series leading in their segments, indicating a robust growth potential [2][4] - The year 2025 is designated as the cultural year for Great Wall Motors, integrating traditional Chinese culture into technology development, product design, and corporate philosophy, which is seen as a "cultural engine" driving the company's growth [2][4] Group 1: Cultural Integration and Philosophy - Chairman Wei Jianjun emphasizes the importance of integrating traditional Chinese culture into the automotive industry, viewing it as a source of strength and innovation for high-quality development [4][5] - The company aims to create a unique automotive culture rooted in Chinese traditions, distinguishing itself from overseas automotive cultures [5][8] - Great Wall Motors plans to leverage the wisdom of ancient Chinese engineering, such as the Dujiangyan irrigation system, to inspire modern technological advancements in their vehicles [8][9] Group 2: Product Development and Market Strategy - Great Wall Motors is committed to enhancing its product matrix with new models, including the 2026 Haval Dog and Tank series, to increase market influence [9][11] - The company has established a comprehensive "ecological export" model, with over 1,400 overseas sales channels and cumulative overseas sales exceeding 2 million vehicles [11][12] - Great Wall Motors is focusing on high-value models for international markets, successfully exporting the Tank SUV to over 30 countries and establishing a strong presence in regions like Australia and the Middle East [11][12] Group 3: Brand Recognition and Global Presence - The company is actively working to enhance the recognition and reputation of Chinese automotive brands globally, integrating Chinese culture into its brand identity [11][12] - Great Wall Motors has built a solid sales and service network in key markets such as Saudi Arabia and the UAE, with models like the Tank 300 and Tank 500 becoming market stars [12]

长城汽车董事长魏建军近日发表以《用"文化引擎"驱动汽车产业发展》为题的署名文章，系统阐释其以"文化引擎"驱动产业转型升级、实现高质量发展的新 思路。这是一位实干家对行业趋势的洞察，也体现了中国汽车产业在经历规模扩张、技术追赶之后，迈向价值创新与品牌升华阶段的一次思想跃升，为探 寻"新质生产力"在汽车领域的具体实践提供了路径参考。 破局之道： " 文化引擎 " 的差异化新路径 当前，行业存在配置堆砌与价格鏖战的现象，面对行业同质化竞争的加剧，单纯依靠成本与规模优势的增长模式遭遇瓶颈。 更深层次地，长城汽车致力于构建品牌与用户之间的精神链接。通过持续培育和打造越野文化，举办将工业智造与体育精神融合的长城汽车智慧工厂马拉 松，以及在国内外大型车展中深度植入富有文化内涵的体验场景，长城汽车成功地将产品融入用户的生活方式与精神世界中。用户选择长城汽车时，不仅是 在选择一辆交通工具、一款具有文化标签性质的产品，更是在选择一种生活态度、文化认同和情感归属。品牌与用户由此成为携手探索、共享价值的"精神 同路人"，这种基于文化认同建立的关系，远比基于价格或单一功能点的联系更为牢固和持久。 时代践行：全球视野下的文化自信与扎实行 ...

12月21日，在中国汽车越野拉力锦标赛颁奖典礼上，长城汽车旗下哈弗车队与坦克Hi4车队分别夺得 T2.1组厂商队杯冠军和T2.E组俱乐部杯冠军，成为赛事中少见的"双料冠军"。 "对车企来说，越野拉力赛堪称技术验证的天然实验室，其严苛程度远超常规道路测试。"中国企业联合 会特约研究员胡麒牧对《证券日报》记者表示，极端环境下的持续高强度运转，可快速暴露车辆在动力 系统、底盘结构与防护性能等方面的潜在问题。"长城汽车选择以原厂核心动力总成参赛，而非使用改 装赛车，这种'以赛验技'的策略，实质上是将赛事风险转化为技术迭代的契机。" 本报记者 张晓玉 这种"以赛代测"的模式，已成为长城汽车推动技术迭代的重要路径。该公司相关负责人在阐述这一理念 时表示，长城汽车将赛事定位为"技术实验室"。此次参赛的二代哈弗H9（柴油动力）、坦克300Hi4-T （新能源）等车型，均采用原厂核心动力总成。例如哈弗H9搭载的2.4T柴油发动机，在沙漠工况下实 现了1500转即爆发峰值扭矩；坦克500Hi4-T的"真4L模式"可将轮端扭矩放大20倍。这些已应用于量产车 型的技术，均经历了赛事环境的反复验证。 然而，长城汽车并未将赛事验证的技术 ...

加入轩辕同学 ， 成就新汽车人! 设计 | 张 萌 作者 | 杜 咏 芳 编辑 | 黄 大 路 2025 年 10 月 15 日，第十三届轩辕奖正式启动。 历经十三载淬炼，穿越市场浮沉，轩辕奖的大幕再次落下。 iCAR 超级V23 以 下 是 2 0 2 6 第 十 三 届 轩 辕 奖 获奖 名 单 这一次， 轩辕奖 依然坚守着那句不变的承诺： " 独立于商业，独立于权力，独立于关系 " 。 当价格战硝烟弥漫行业，当营销声量掩盖产品本质，轩辕奖坚持用最专业的眼光、最严谨的测试、最独立的判断，寻找那些真正 的国民好车 。 在襄阳达安检测中心，每一款提名车型都经历了静态感知、智能座舱、辅助驾驶、驾控检验等全方位严苛测试；在评审会议中，每一次讨论都基 于数据、专业与共识。 市场的共识很清晰： 消费者不缺购买力 ，但是可能缺乏能够真正打动他们的产品；行业也不需要很多花里胡哨的奖项，而是需要一个 敢于说真话 的标尺。 2025年12月20日，除了中国年度 十佳汽车以外，第十三届 轩辕奖 还同时评选出了十四款中国年度提名汽车。 这些 脱颖而出的 车型不仅代表了当前 中国汽车工业在 特定维度的 创新 突破 ，更指向了未来出 ...

Core Insights - The term "Black Knight" in the automotive industry has evolved from a symbol of luxury and exclusivity to a widely used marketing term, losing its original meaning and significance [6][12][15] Group 1: Origin and Popularity - The "Black Knight" concept originated from the cultural reference of Darth Vader in the Star Wars series, symbolizing "black," "mystery," and "power" [1] - Over 100 automotive brands globally have launched black versions of their vehicles, with more than 300 models categorized as "Black Knight" [3] Group 2: Marketing Strategies - Luxury brands initially adopted the "Black Knight" strategy, using visual impact and limited editions to create a high-end image, which has now been embraced by mid-range Chinese brands [4][12] - The term has been diluted as more vehicles, regardless of their class or features, are labeled as "Black Knights," leading to a loss of its exclusivity [4][6] Group 3: Consumer Perception and Semantic Bleaching - The term "Black Knight" has undergone semantic bleaching, where its original emotional and qualitative meanings have been eroded, leaving only a superficial association with black vehicles [6][9] - The marketing phenomenon is driven by brands, media, and consumers, where the label "Black Knight" is used to imply high-end status without the need for extensive consumer education [6][9] Group 4: Pricing and Cost Analysis - The actual cost of blackening a vehicle is relatively low, with costs for modifications ranging from a few hundred to several thousand yuan, yet brands often mark up prices significantly for "Black Knight" editions [10][12] - Limited editions of "Black Knight" vehicles can command high premiums, with examples including the Mercedes AMG G63 priced at around 2.4 million yuan and limited editions from Bugatti and Ferrari reaching tens of millions [10][12] Group 5: Market Trends and Future Outlook - The allure of "Black Knight" models is diminishing in the Chinese market, with a noted decrease in consumer interest for black modifications compared to previous years [14] - The automotive industry may need to find new marketing concepts as the effectiveness of the "Black Knight" label is nearing its end [15]

Core Viewpoint - The Chinese off-road market is undergoing a significant transformation, evolving from a niche hobby for enthusiasts to a mainstream choice for millions of families, with total sales of off-road vehicles expected to exceed 1.1 million units in 2024, representing a 63% year-on-year growth [1][2]. Group 1: Market Dynamics - The demand for off-road vehicles is driven by multiple social needs, including the upgrading of automotive consumption, the introduction of intelligent technologies that lower the entry barrier for new drivers, and a post-pandemic desire for adventure and exploration [2][3]. - The industry faces challenges due to a lack of standardized performance evaluation, leading to consumer confusion between different vehicle types and their capabilities, particularly in extreme conditions [3][4]. Group 2: Safety Concerns - There is a significant gap in drivers' understanding of their driving abilities, vehicle performance limits, and terrain assessment, contributing to safety risks in off-road driving [3][4]. - The absence of graded and managed off-road environments has resulted in dangerous situations, as seen in recent accidents where inexperienced drivers ventured into high-risk areas without proper guidance [3][4]. Group 3: Industry Standards and Initiatives - Great Wall Motors is attempting to establish a systematic understanding of off-road driving through three grading standards: off-road skills, off-road scenarios, and off-road products, but this alone is insufficient to change market perceptions [4][5]. - The launch of the "Off-Road Travel Compass" brand by Xiangyang Daan Automotive Testing Center aims to provide a structured evaluation system for vehicles, terrains, and driver skills, addressing key industry pain points and promoting safety [4][5]. Group 4: Cultural Shift - The standardization efforts are not meant to restrict freedom but to ensure safety and respect for life, emphasizing that true off-road enthusiasts prioritize preparation and safety over recklessness [5]. - The industry is at a critical juncture, transitioning from a focus on speed to quality, with the "Off-Road Travel Compass" representing a collective industry consensus on the importance of balancing adventure with safety [5].

Core Insights - The autonomous driving industry has not seen new "winners" for a long time, but Yuanrong Qihang has emerged as a significant player, achieving a monthly market share of nearly 40% in the urban NOA third-party supplier market within just 14 months of operation [2][3] - The high-level assisted driving market is nearing a reshuffle, with a few key players dominating the landscape, including Yuanrong Qihang, Huawei, and Momenta [2] - Yuanrong Qihang's commercial breakthrough in 2024 is crucial, having secured a project with Great Wall Motors and significantly increasing the sales of the Blue Mountain model equipped with urban NOA [3][4] Company Performance - Yuanrong Qihang has delivered a total of 200,000 vehicles, marking a rapid commercial success [4] - The Blue Mountain model's sales surged to 6,019 units in a month, nearly tripling from the previous month, indicating strong market demand [3] - The company has received a $100 million exclusive investment from Great Wall Motors, enhancing their partnership and support for future projects [3] Market Dynamics - The shift from high-level assisted driving as an "add-on" to a core competitive factor among automakers is reshaping the industry [3] - Yuanrong Qihang's strategy focuses on producing a limited number of high-quality models, akin to Apple's approach in the tech industry [7] - The company plans to expand its customer base, including potential partnerships with joint venture automakers [9] Future Outlook - Yuanrong Qihang aims to achieve a delivery scale of one million vehicles in the coming year, positioning itself as a leader in urban NOA mass production [4] - The company is also preparing to launch its Robotaxi business in 2026, indicating a shift towards data-driven and collaborative evolution in autonomous driving [4] - The CEO emphasizes the importance of accumulating data through mass production to support the development of fully autonomous vehicles [13][12] Competitive Landscape - The current market has only three core players, suggesting a stable competitive environment with limited room for new entrants [7] - Yuanrong Qihang's AI capabilities are seen as a significant advantage over competitors, which may struggle to transition from traditional engineering to AI-driven approaches [16][17] - The company maintains strategic partnerships with chip manufacturers to enhance its competitive edge without venturing into hardware production [21][22]