以下文章来源于字母榜 ，作者朱晓宇 字母榜 . 让未来不止于大 本文来自微信公众号： 字母榜 ，作者：朱晓宇，题图来自：视觉中国 过去二十年，德系三强"宝马、奔驰、奥迪"凭借品牌口碑和进口身份，走进中国市场，成为消费者心 中豪华和身份的代名词。不过，随着中国本土新能源品牌的快速崛起，BBA在由低到高的三大主力 细分市场中，前两个级别的市场份额正逐步流失。 在入门级豪华轿车市场，代表车型"34C" （宝马3系、奥迪A4L、奔驰C级） 的终端价格已明显下探 至20万元区间。例如，2025款的奔驰C260L运动版指导价为35.68万元，北京4s店的裸车价格降至25 万元，在此基础上还能叠加2.5万元的报废补贴。 尽管如此，价格让步并未有效提振销量。2025年上半年，奔驰C级与奥迪A4L销量同比分别下降16% 和27%，仅宝马3系实现小幅增长。与此同时，20万至30万元价格区间内新能源车型的销量占比，已 从去年同期的60%提升至63.3%，进一步挤压传统豪华入门车的市场空间。 宝马在财报中直言，中国市场中低端车型竞争激烈。上半年，宝马的走量车型X3/X4、i3/i4的交付量 分别同比下滑了24.6%和70.8%。走量 ...

Core Insights - The article discusses the current sales performance and competitive landscape of electric sedans from five brands: Zhijie, Xiaopeng, Xiaomi, Jike, and Tesla [1] Group 1: Sales Performance and Customer Insights - Zhijie's main model is the S7, with the S7 Max being the top-selling configuration, offering various purchase incentives totaling up to 53,000 yuan [2] - Customer interest in the S7 is primarily driven by pricing policies and advanced driving assistance features, with a significant portion of buyers being urban female consumers [2] - Xiaopeng's P7 model has a customer visit rate of 30%, with buyers attracted to its unique design and technology [6] - Xiaomi's SU7 sees a customer visit rate of 30-40%, with brand reputation and previous model performance being key factors for buyers [9] - Jike's 001 model has a customer visit rate of 40%, with buyers valuing safety and control features [12] Group 2: Competitive Landscape - Key competitors for Zhijie include Xiaomi's SU7, 34C, and Tesla's M3, with the easiest competition being the Mercedes C-Class due to brand recognition and policy incentives [3] - Xiaopeng faces competition from Xiaomi SU7, Avita 06, and Tesla M3, with Avita being the easiest to compete against due to its superior space and configuration [7] - Xiaomi's SU7 competes with Tesla M3 and other new energy brands, with the most challenging competition being Tesla due to its quick delivery times and strong brand loyalty [9][15] - Jike's main competitors are Xiaomi's dual models and Tesla's offerings, with Xiaomi being easier to compete against due to long delivery times [14] - Tesla's Model 3 is popular but difficult to compete against due to its strong brand appeal and customer loyalty, with a customer visit rate of 20-30% [17]

Core Viewpoint - The Munich Auto Show has become a battleground between Chinese automakers and traditional German giants, with over 100 Chinese companies participating, marking a nearly 50% increase from the last event [1] Group 1: Market Dynamics - Chinese automotive registrations surged by 91% since the beginning of the year, with Chinese brands capturing nearly double their market share in Europe to 5.1%, just behind Mercedes' 5.2% [1] - The German automotive industry is facing a critical moment, with warnings from the media that without innovation, companies like Volkswagen may face extinction [1] - The shift in consumer preference towards Chinese electric vehicles is evident, as traditional German brands experience significant sales declines in China, with Mercedes down 14% and Audi down 10.2% in the first half of the year [5] Group 2: Competitive Landscape - Chinese automakers, once seen as imitators, are now leading the charge in electric vehicle innovation, with companies like BYD planning to establish over 1,000 stores across 32 European countries by the end of 2025 [1] - The global automotive landscape is changing, with BYD and Geely showing remarkable growth rates of 33% and 29% respectively, surpassing Honda and Nissan [7] - The BBA (Benz, BMW, Audi) group is adjusting its electric vehicle strategies, moving from aggressive full electrification to a more pragmatic approach that includes hybrid models [9] Group 3: Product Innovations - Mercedes-Benz showcased its new electric GLC model, featuring a 39.1-inch Hyperscreen, which received significant attention at the show [10] - Volkswagen introduced the ID.CROSS concept car, with plans for production models to be released starting in 2026, indicating a push into the entry-level electric vehicle market [11] - Audi is shifting its focus back to driving experience, while BMW is betting on high-tech features to attract consumers [11] Group 4: Economic Pressures - The BBA is facing profit declines due to falling sales, with Mercedes' net profit halving by 55.8% and Volkswagen's operating profit dropping by 32.8% to €6.7 billion [5] - The competitive pricing strategies of Chinese brands are putting pressure on traditional automakers, leading to concerns about profit erosion in the industry [3][10]

金秋时节历来都是售车旺季,不过,在国内A级车展上,却少见外资豪车品牌身影。国产新能源汽车火爆的 当下,外资豪车为啥集体遇冷?汽车市场正经历怎样的变化? 记者孙佳琪尹睿济南报道 豪华车"退展"背后: 销量跳水、利润腰斩 近期举行的成都车展上,消失的宾利、保时捷、兰博基尼,缩水的BBA(外资代表品牌奔驰、宝马、奥迪的 首字母组合),成为汽车圈热议的话题。作为国内四大A级车展之一,10余家外资豪车品牌集体缺席,被视为 汽车行业历史性转折的重要节点。 乘联会数据显示,2025年7月,豪华车零售量仅17万辆,同比大跌20%,市场份额萎缩至9.3%,出现结构性萎 缩。具体到品牌,保时捷2025年1-7月销量同比暴跌28%；玛莎拉蒂更是惨淡,去年国内销量仅1209辆,同比 下滑58%。BBA也承受着巨大压力:奔驰7月销量下滑37.2%、奥迪降26.6%、宝马跌21.7%。 汽车厂商参加A级车展,平均一场要花费数百万甚至上千万费用,"我们经销商想参与省级车展,一次核算下 来,成本也有30多万。"济南奔驰某4S店销售经理任先生分析,一方面,参与车展要耗费较高的成本；另一 方面,销量和利润下滑,让车商们不得不精打细算、能省则省, ...

Core Viewpoint - Mercedes-Benz is facing significant challenges in the Chinese market, with a notable decline in sales and increasing competition from domestic brands, highlighting the need for accelerated transformation in electric and intelligent vehicle offerings [2][4][5] Group 1: Sales Performance - In July, Mercedes-Benz's retail sales in China were only 26,653 units, a month-on-month decline of over 40%, marking a five-year low and falling below the 27,000-unit threshold for the first time [2] - Compared to the worst sales figures in the past three years of 36,000 units, July's sales were down by over 9,000 units, with competitors BMW and Audi significantly outperforming Mercedes-Benz, selling 40,190 and 37,600 units respectively [2] Group 2: Market Challenges - The decline in sales is attributed to both internal and external factors, including the rise of domestic brands like Wuling, Li Auto, and Zeekr, which have captured market share in the 300,000 yuan and above segment [4] - Mercedes-Benz's slow progress in electric and intelligent vehicle technology has further exacerbated the situation, as competitors like Audi have partnered with Huawei to enhance their offerings [4] Group 3: Financial Performance - For the first half of the year, Mercedes-Benz reported a revenue of 66.377 billion euros, a year-on-year decline of 8.6%, and a net profit of 2.688 billion euros, down 55.8% year-on-year [4] - In the Chinese market, total sales for the first half were 293,200 units, reflecting a year-on-year decrease of 14%, with a 19% decline in the second quarter [4] Group 4: Strategic Implications - The current predicament of Mercedes-Benz serves as a microcosm of the challenges faced by traditional luxury car manufacturers amid the automotive industry's transformation [5] - Without accelerating the transition to electric and intelligent vehicles and improving product and service quality, Mercedes-Benz risks relying solely on brand prestige, which could lead to significant challenges in both the Chinese and global markets [5]

Core Viewpoint - Great Wall Motors has officially opened its factory in Brazil, marking a significant step in its expansion into the Latin American market [1][2]. Group 1: Factory Opening and Significance - The opening of the Brazilian factory was attended by Brazilian President Lula, highlighting its importance [2]. - This factory represents Great Wall Motors' commitment to establishing a presence in Latin America, bringing its advanced Hi4 hybrid four-wheel drive technology to the region [2]. Group 2: Factory Acquisition and Development - The Brazilian factory, located in Iracemápolis, São Paulo, was acquired from Mercedes-Benz, which had previously invested 600 million Brazilian Reais in its construction and an additional 100 million Euros for upgrades [5]. - The factory was idle after Mercedes-Benz ceased production in 2021, leading to Great Wall Motors acquiring the facility in August 2021 without transferring personnel [5]. - Following the acquisition, Great Wall Motors has upgraded the factory with its global production technologies, aiming for an annual production capacity of 50,000 vehicles, with plans for future increases [5]. Group 3: Production Plans - The initial production at the Brazilian factory will include models such as the Haval H6 gasoline and hybrid SUVs, Haval H9, and Poer pickup trucks [6]. - Additionally, ethanol hybrid models are planned to be produced in Brazil within a year [6].

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 article discusses the recent launch of the Audi A5L, highlighting its pricing, features, and market positioning against competitors. Group 1: New Model Arrival - The first batch of the Audi A5L arrived in early July, consisting of a single exhibition vehicle, followed by a second batch of three vehicles with different engine specifications [2] - The A5L was officially launched on August 7, with three models introduced, while the highly anticipated Huawei Qiankun Intelligent Driving version and the 200kw top version have been postponed until the end of the year [3] Group 2: Pricing Information - The starting price for the Audi A5L is set at 239,800 yuan, with various models priced as follows: - A5L Sport Version: 239,800 yuan - A5L Sport Version Plus: 256,800 yuan - A5L Sport Version Quattro: 289,800 yuan - A5L Navigation Version: Expected to be delivered in October - A5L Full Domain Intelligent Hybrid Version Quattro: Expected to be delivered in December [4] - The mid-range Sport Version Plus can benefit from a 4,000 yuan subsidy and a 3,000 yuan insurance subsidy, bringing the effective price down to 249,800 yuan [4] - Additional options include a 2,000 yuan upgrade for a comfort package valued at 16,000 yuan, which includes features like ventilated front seats and heated seats [4] Group 3: Competitive Landscape - Competitors are categorized into three segments: traditional fuel vehicles like the Mercedes-Benz C-Class and BMW 3 Series, new energy vehicles such as the Xiaomi SU7, and the SAIC Audi A5L Sportback [9] - The training materials for the A5L do not include comparisons with the SAIC Audi A5L Sportback, indicating a strategic decision to avoid internal competition [9] Group 4: Customer Interest and Feedback - The A5L has generated significant interest, with an average of five groups of customers visiting daily, driven by marketing efforts on platforms like Xiaohongshu and Douyin [12] - Customer feedback is mixed; while many appreciate the design, a significant portion finds the pricing too high compared to the A4L, leading to expectations for discounts [12][14] Group 5: Sales Insights - The article notes that younger customers (post-95 and post-00) show a preference for the SAIC Audi A5L Sportback due to its design features like frameless doors [14] - The sales consultant reflects on past interactions with potential buyers, indicating challenges in converting interest into sales due to budget constraints [16] Group 6: Financing Options - The A5L follows a unified pricing model with no dealer discounts, offering two financing plans: a five-year plan with no interest for the first two years and a low-interest plan for one to seven years starting at 1.99% [20] - A detailed breakdown of financing costs is provided, showing a total cost of 314,06 yuan for the A5L Sport Version Plus with a monthly payment of 4,163 yuan [22] Group 7: Market Timing - The article suggests that now may be a good time to purchase the A5L due to the lack of dealer discounts and the potential for future price adjustments by the manufacturer [23]

Core Viewpoint - Mercedes-Benz is experiencing significant price reductions on multiple models, leading to store closures and a sharp decline in sales and profits, particularly in the Chinese market [1][3][23]. Pricing and Sales - Recent price cuts for models like the A-Class and C-Class have reached up to 50%, with the A-Class being offered at a low of 125,600 yuan compared to its original price of 251,300 to 275,700 yuan [5][24]. - The overall sales revenue for Mercedes-Benz in the first half of 2025 was 66.377 billion euros, a year-on-year decline of 8.6% [24]. Store Closures - Several Mercedes-Benz dealerships, including those in Tangshan, Dongying, and Luoyang, have closed, attributed to business adjustments [2][9]. - The closures have caused customer dissatisfaction, as many are left without support for services purchased at the now-closed dealerships [10][12]. Financial Performance - The net profit after tax for the second quarter dropped by 68.7% year-on-year, with a total net profit of 2.688 billion euros for the first half, down 55.8% [24][25]. - In China, the sales volume fell by 14% in the first half of the year, making it the market with the largest decline for Mercedes-Benz globally [27][28]. Market Position and Challenges - The company is struggling to adapt to the growing demand for electric vehicles, with its electric models not gaining significant traction in the market [28][29]. - Mercedes-Benz's reliance on traditional fuel vehicles is becoming a liability as the industry shifts towards electrification and smart technology [16][29].

Core Viewpoint - Mercedes-Benz is facing significant challenges in the Chinese market, with drastic price cuts on multiple models and a notable decline in sales and profits, leading to the closure of several dealerships [1][10][11]. Pricing and Sales - Recent price reductions for models such as the A-Class, C-Class, EQA, and EQB have reached up to 50%, with the A-Class being offered at a low of 125,600 yuan [1][2]. - The sales revenue for Mercedes-Benz in the first half of 2025 was 66.377 billion euros, a year-on-year decline of 8.6%, with a net profit drop of 55.8% [10]. - In the Chinese market, sales fell by 14% to 293,200 units in the first half of the year, marking the largest decline globally for Mercedes-Benz [10][11]. Dealership Closures - Multiple dealerships in cities like Tangshan, Dongying, and Luoyang have closed, attributed to business adjustments and authorization terminations [1][3][5]. - Customers are facing difficulties in accessing services and warranties due to the closures, leading to concerns about their rights and the continuity of service [3][5]. Technological Lag and Customer Dissatisfaction - Mercedes-Benz is perceived to be lagging in technology, particularly in electric and smart vehicle features, with customers expressing dissatisfaction over additional charges for services that are often free with competitors [6][9]. - The company is reportedly expanding its R&D team in China to improve its software and smart cockpit capabilities, indicating a response to competitive pressures [6][11]. Market Position and Future Outlook - The shift towards electric vehicles in China is significant, with new energy vehicles accounting for over 44% of total sales, while Mercedes-Benz remains heavily reliant on traditional fuel vehicles [11]. - The decline in sales and profitability, coupled with the aggressive pricing strategies, raises concerns about the long-term viability of Mercedes-Benz in the competitive automotive landscape [10][11].