Core Insights - The Chinese automotive industry is undergoing a significant transformation, moving from a "market for technology" model to a "brand for survival" approach as foreign joint venture brands face declining market shares and increased competition from local manufacturers [2][20] - The year 2025 is characterized as a turning point for joint venture brands, which are now prioritizing survival over growth by leveraging their brand equity to maintain market presence [3][20] Market Performance - In 2025, the overall market for joint venture brands in China has seen a decline, with monthly retail shares for German brands dropping from 18.4% at the beginning of the year to around 14% by year-end, and Japanese brands hovering between 11% and 13% [6][20] - The market share of joint venture brands fell from nearly 28% at the start of the year to about 22% by the end, indicating a broader trend of decline across the sector [6][20] Pricing Strategies - Joint venture brands have adopted a "one-price" model to combat declining sales, which involves sacrificing brand premiums for market share, leading to significant price reductions across various models [10][12] - The average prices of several key brands have decreased significantly, with Volkswagen's average price dropping by 15.37% and Honda's by 18.54% [11] Localization Efforts - There is a notable shift towards localization in management and product development, with foreign brands increasingly empowering local teams to make decisions that cater to the Chinese market [17][20] - The transition to local management is evident, with several key appointments of Chinese executives in leadership roles across major automotive brands [18][19] Technological Adaptation - Joint venture brands are increasingly adopting local technologies and solutions, such as Huawei's smart solutions, to meet the demands of Chinese consumers for advanced features in electric vehicles [14][15] - The focus has shifted from traditional automotive engineering to integrating smart technology and user-friendly interfaces, reflecting changing consumer priorities [14][15] Long-term Implications - The current strategies employed by joint venture brands are seen as a survival tactic rather than a sustainable growth strategy, raising questions about their long-term competitiveness in the evolving market [13][20] - The shift in valuation from brand equity to survival costs indicates a fundamental change in how these brands will operate in the future, as they must adapt to new consumer expectations and market dynamics [20]

Core Insights - Nissan's Ariya has experienced disappointing sales in the competitive Chinese electric vehicle market, with only 1 unit sold in September 2025 and a maximum monthly sales of 988 units in October 2023 [2] - Despite being an early entrant in the electric vehicle sector with the Leaf, Nissan has struggled to replicate this success with the Ariya, which has seen persistently low sales since its launch in 2022 [2] Pricing Strategy - The pricing strategy for the Ariya, set between 270,000 to 340,000 RMB, has been a significant factor in its poor sales performance, placing it in a highly competitive segment against established brands like Tesla and emerging Chinese manufacturers [3] - Nissan's brand value does not sufficiently support the high price point in the electric vehicle market, leading to consumer reluctance to purchase [3] - Attempts to lower prices later on have resulted in negative perceptions among early buyers and potential customers, creating a cycle of distrust regarding the brand's value retention [3] Product Performance - The Ariya lacks key selling points such as advanced technology and smart features, which are crucial for attracting Chinese consumers [4] - While it maintains Nissan's traditional strengths in comfort and build quality, its performance metrics, such as a CLTC range of approximately 600 kilometers and acceleration times of 5-7 seconds, do not stand out against competitors [4] - The vehicle's software and user interface fall short compared to systems from competitors like Huawei and Xiaopeng, diminishing its appeal [4] - Issues with winter range reduction and reliability have further tarnished the Ariya's reputation, contradicting earlier claims of its battery's performance in extreme conditions [4] Market Adaptation - In contrast, the Nissan N7, launched at a starting price of 119,900 RMB, has achieved monthly sales of around 6,000 units since April 2023, indicating that Nissan may have learned from the Ariya's challenges and is adapting to the Chinese electric vehicle market [5]

Group 1 - Joint venture car manufacturers in China are experiencing a resurgence in the first half of 2025, with notable sales growth from companies like FAW Toyota at 16%, FAW-Volkswagen at 3.5%, and GAC Toyota at 11% [1][2] - The growth in sales is primarily driven by fuel vehicles, with many brands launching intelligent models equipped with advanced driving systems [1][4] - The market share of joint venture brands stabilized at 36% in the first half of 2025, reflecting effective market strategy adjustments, particularly in the fuel vehicle sector [2][3] Group 2 - The sales increase for joint venture brands is largely attributed to fuel vehicles, with significant contributions from models like the Volkswagen Lavida and Nissan Sylphy [3][4] - The strategy of maintaining stable pricing and channels has helped boost sales, with some companies adopting a "one price" model to enhance cost-effectiveness [2][3] - Despite the positive performance of some joint venture brands, the overall market remains competitive, with domestic brands gaining market share through their early advantages in new energy and intelligent vehicles [7] Group 3 - Joint venture car manufacturers are increasingly collaborating with local technology companies to enhance the intelligence of their fuel vehicles, implementing advanced driving assistance systems [6][7] - The "fuel + electric" dual development strategy is being adopted by major brands to meet diverse consumer demands and avoid missing market opportunities [4][6] - The penetration rate of new energy vehicles among mainstream joint venture brands remains low at 5.3%, indicating a significant gap compared to domestic brands [4][6]

Core Insights - Joint venture brands are shifting their focus to the mid-range market for electric vehicles, particularly in the price range of 100,000 to 200,000 yuan, indicating a pragmatic market positioning strategy [2][4][10] - The mid-range electric vehicle market is experiencing rapid growth, with significant potential for joint venture brands to increase their market share [3][9] Market Dynamics - According to the China Association of Automobile Manufacturers, the expected sales of new energy vehicles in China for this year is projected to reach 13 million units, representing a year-on-year growth of over 30% [3] - The sales growth rate of new energy vehicles in the 100,000 to 200,000 yuan price range is significantly higher than the overall market growth [3] - In the 100,000 to 150,000 yuan segment, domestic brands hold a 70% market share, while joint venture brands account for 30% [3] - In the 150,000 to 200,000 yuan segment, domestic brands' share drops to 51.5%, with joint venture brands rising to 48.5%, indicating room for growth for joint ventures [3] Strategic Shifts - Major joint venture brands, including Volkswagen, are adjusting their strategies by increasing production capacity and introducing lower-priced models to enhance market performance [6][10] - Nissan's N7, a new electric vehicle specifically designed for the Chinese market, is priced between 119,900 and 149,900 yuan, showcasing the focus on the mid-range segment [7] Market Structure Evolution - The current market structure is described as a "sandglass" shape, with significant shares in the segments below 100,000 yuan and above 300,000 yuan, while the 100,000 to 300,000 yuan segment remains relatively small [9] - As joint venture brands intensify their efforts in the 100,000 to 200,000 yuan market, a transition to a "spindle" market structure is anticipated, with increased sales in this segment [9] Competitive Landscape - Despite the strong presence of domestic brands in the mid-range market, joint venture brands still have opportunities due to their brand loyalty and potential for user conversion through competitive pricing strategies [10] - The success of joint venture brands in the mid-range electric vehicle market will depend on their ability to adapt in product offerings, pricing strategies, and channel efficiency [10]

Investment Rating - The investment rating for the electric power equipment industry is "Positive" (maintained) [1] Core Insights - The report highlights a significant increase in BEV sales among major automakers in Europe, indicating a strong trend towards electrification in the automotive industry. Renault's BEV sales grew by 88%, Volkswagen's by 113%, and BMW's by 64% in Q1 2025 [4][14][23] - The introduction of new electric vehicle models is expected to sustain the electrification trend, with Stellantis and Renault planning to launch multiple affordable B-segment electric vehicles by the end of 2024 [6][37] - The report discusses the impact of carbon emission regulations, noting that the EU has revised its assessment method to consider a three-year average from 2025 to 2027, which may alleviate immediate pressure on automakers [53] Summary by Sections Sales Performance - In Q1 2025, Renault's BEV sales increased by 88%, with a penetration rate of 17.1% in Europe. The Renault 5 model was the best-selling B-segment electric vehicle [15][18] - Volkswagen's BEV deliveries in Europe rose by 113%, achieving a market share of approximately 26% [19][21] - BMW's BEV sales in Europe grew by 64%, with a penetration rate of 18.7% [23][25] - Chinese automakers are increasing PHEV exports to mitigate the impact of tariffs, with BYD's sales in Europe rising by 124% [5][32] New Model Launches - Stellantis plans to launch several new models priced below €25,000, which are expected to boost sales in Q2 2025 [40] - Renault's new model, the Renault 4, is set to launch in Q2 2025, building on the success of the Renault 5 [41] - Volkswagen will showcase a new range of entry-level BEVs in September 2025, with the ID.2 model expected to launch in 2026 [45] - BMW is set to begin production of the iX3 by the end of 2025, with a series of NEUE KLASSE models to follow [46] Carbon Emission Regulations - The EU's revised carbon emission assessment method is expected to provide automakers with more time to meet targets, with a focus on increasing BEV penetration rates [53] - Stellantis believes that the revised timeline will prevent panic pricing in Q4 2025 [54] - Renault emphasizes the importance of reducing costs to maintain competitiveness in the electric vehicle market [55] - Volkswagen anticipates continued pressure in 2025, despite the regulatory changes [57] - BMW expresses confidence in meeting carbon emission targets due to its current BEV penetration rate [58] Investment Recommendations - The report recommends investing in companies involved in lithium batteries, such as CATL and Yiwei Lithium Energy, as well as companies producing lithium materials and components [59]

Core Viewpoint - The automotive industry is witnessing a resurgence of physical buttons in vehicle designs, indicating that manufacturers are beginning to listen to consumer feedback regarding usability and safety concerns associated with touchscreens [1][20][22]. Group 1: Industry Trends - The trend of replacing physical buttons with touchscreens has been prevalent, with manufacturers emphasizing digital cockpit designs and larger screens, which have increased from 12 inches to 17 inches [1][20]. - Major automakers, including Volkswagen, Porsche, and Hyundai, are now reintroducing physical buttons, acknowledging that the previous reliance on touchscreens was a significant mistake [1][20][22]. - The 2023 Shanghai Auto Show highlighted this shift, with various companies announcing their commitment to integrating physical controls back into their vehicles [1][20][22]. Group 2: Consumer Feedback and Safety Concerns - Consumers have consistently criticized the safety and practicality of touchscreen controls, with reports indicating that operations can take an average of 22 seconds and have high error rates [3][19]. - A study by the UK Transport Research Laboratory found that using touchscreen systems can increase driver reaction times by 53% to 57%, significantly more than the effects of driving under the influence [16][19]. - The National Highway Traffic Safety Administration (NHTSA) reported that 18.7% of distraction-related accidents were linked to touchscreen operations, emphasizing the need for physical controls [19]. Group 3: Cost and Design Considerations - The shift towards touchscreens was partly driven by cost reduction strategies, as integrating functions into a single touchscreen can lower manufacturing costs compared to traditional button designs [8][7]. - However, the perceived high-tech appeal of large screens often masks the underlying cost-saving motives, with screens being procured for as low as $50 [8][7]. - The automotive industry is now recognizing that a balance between physical buttons and touchscreens is essential for optimal user experience and safety [24][22].

Group 1 - The recent executive changes at China FAW Group are seen as a strategic response to market dynamics, with a focus on enhancing the performance of its self-owned brands, particularly Hongqi [2] - In the first quarter of 2025, China FAW sold 762,000 vehicles, a year-on-year increase of 2.5%, with self-owned brand sales reaching 223,000 units, up 7.4% [2] - The sales of new energy vehicles (NEVs) from China FAW were only 59,000 units, representing a significant growth of 152%, but still accounted for less than 5% of total sales [2] Group 2 - Hongqi's sales in 2024 reached 411,777 units, marking a 17.4% increase, with NEV sales contributing significantly at 115,000 units, up 43.7% [3] - The company plans to launch new B-class electric vehicles in 2025 to expand its market presence [3] - The joint venture segment, particularly FAW-Volkswagen, faces challenges in transitioning to electric vehicles, with ID series sales in China at only 130,000 units in 2024 [3] Group 3 - The market for fuel vehicles in China is shrinking, while electric vehicles require substantial investment and are not expected to be profitable in the short term [4] - A shift towards localized R&D is necessary for joint ventures to adapt to the competitive landscape in China [4] - Despite the decline in fuel vehicle sales, they are expected to maintain a significant presence in the market, with annual sales projected to remain at around ten million units [4][5]

撰 文 / 钱亚光 设 计 / 赵昊然 "我们对下一代内饰的构想是，尽可能让驾驶员的目光停留在道路上……所以（从安全角度考虑） 你其实不想让人们去看屏幕，而是让他们保持与视线水平的位置。"现代汽车设计副总裁西蒙·洛阿 斯比（Simon Loasby）介绍新车时说。 他向Autocar UK透露，该公司将于2026年推出其下一代产品中，为了优先考虑安全性，车内仍会提 供实体按钮，而触摸屏可能会变得更小，并运行更易用的操作系统。 现代汽车北美设计公司副总裁Hak-soo在接受韩国中央日报（JoongAng Daily）采访时曾谈到了这一 转变，他承认公司是被大型一体化屏幕式信息娱乐系统所带来的"惊艳"效果所吸引才做出这一决定 的。但显然，消费者对此并不买账。 Hak-soo 表示："我们在车辆中添加集成式（信息娱乐）屏幕时，也尝试过采用基于触摸屏的控制方 式，但人们并不喜欢那样。" 汽车制造商正回归复古潮流，在汽车上重新配备实体控制装置，同时摒弃那些曾被吹捧为驾驶未来 趋势的时尚触控屏幕。 实体按键的存与废 汽车上的首个触摸屏可以追溯到近四十年前的1986年款别克Riviera车型。当时的应用程序是一个由 阴极射 ...

以下文章来源于晚点Auto ，作者晚点团队 晚点Auto . 从制造到创造，从不可能到可能。《晚点LatePost》旗下汽车品牌。 大众转变在华智能研发思路。 文丨赵宇 编辑丨 冒诗阳 2024 年 5 月，数百名 Cariad 中国员工收到一封公司内部邮件，邮件内容包含两道编程测试题。 这封邮件来自 Cariad 中国的 HR 部门，但发起测试的人是韩三楚，他在今年 3 月 1 日接替常青，成 为 Cariad 中国 CEO。多名 Cariad 中国员工认为，这位新任 CEO 是在用自己的方式摸底部下的软件 研发水平。 一位 Cariad 中国员工说，虽然测试题并不是很难，但大家并不轻松，因为 "一些员工已经很长时间 没有写过代码了"。 成立的两年时间里，Cariad 中国员工的核心任务是做测试和项目管理，而非承担具体的研发任务。 这是韩三楚需要面对的新局面。进入 Cariad 中国之前，韩三楚是长安汽车的首席软件架构师，带领 约 3500 名工程师开发长安 SDA 电子电气架构。 进入 Cariad 中国之后，韩三楚将参与大众中国下一代纯电平台 CEA（China Electrical Architect ...