以下文章来源于IC实验室 ，作者IC实验室 迈巴赫的火，是因为它满足了一个时代的情绪需求，是一面镜子，照出了人们对身份的焦虑、对财富的渴望，甚至是虚荣。 来源｜ IC实验室（ID：InsightPlusClub） 封面来源 ｜ 梅赛德斯-奔驰官网 我一直觉得，网上有一个未解之谜，那就是迈巴赫。 网红爆火之后，先要提一辆迈巴赫；微商想忽悠你，会贴出迈巴赫合影；短剧里的霸总出场，也是从迈巴赫里走出来；就连国产新能源车开发布会，也要 踩一脚迈巴赫。 我就纳闷了，世界上的豪车这么多，为什么偏偏是迈巴赫呢？ 本期我们来聊聊，迈巴赫到底是怎么火起来的。 IC实验室 . 从品牌看商业。 那几年的奔驰，心里挺苦的。眼看着隔壁宝马拿下了劳斯莱斯，大众收编了宾利，而号称汽车发明者的奔驰，手里竟然没有一张能打的王牌。 于是，为了对标劳斯莱斯和宾利，奔驰翻箱找柜，把沉睡了60年的「迈巴赫」品牌强行复活了。 2002年，奔驰推出了两款量产车：迈巴赫57和迈巴赫62。这两个数字非常直白，代表车身长度分别是5.7米和6.2米。 与很多人的理解不同，迈巴赫其实是一个很新的品牌。 尽管它的历史确实可以「追溯」到百年之前，但实际上，今天的消费者 ...

Group 1: Core Insights - The article discusses the impressive market performance of two vehicles: the Zun Jie S800 and the new Audi A5L, highlighting their significance in understanding market trends [4][6]. - The Zun Jie S800 redefines ultra-luxury by integrating Huawei's advanced technology and smart ecosystem, offering an unprecedented sensory experience [7][9]. - The pricing strategy of the Zun Jie S800, reaching around 1 million yuan, allows for the use of premium materials and craftsmanship, enhancing its luxury appeal [7][9]. Group 2: Zun Jie S800 Analysis - The Zun Jie S800 is positioned not as a competitor to traditional luxury cars like the Mercedes S-Class or BMW 7 Series, but as a complementary option for affluent buyers seeking a unique addition to their collection [11][12]. - The vehicle has achieved nearly 3,000 monthly sales, indicating a shift from competition to a new value space in the market [11]. - The demand for intelligent features among high-end consumers is evident, with the Zun Jie S800 focusing on delivering a compelling smart experience [11][12]. Group 3: Audi A5L Analysis - The new Audi A5L, including its sister model A5 L Sportback, has achieved a remarkable monthly sales figure of 8,000 units, despite the shrinking market for fuel vehicles [14][16]. - By integrating the A4 and A5 product lines, Audi has effectively positioned the A5L at a price point similar to the A4 (approximately 350,000 to 450,000 yuan), providing an upgrade without additional cost [16]. - The A5L's design and driving experience emphasize a return to pure driving pleasure, which is increasingly rare in a market focused on acceleration performance [18][19].

Core Insights - The article highlights the strong demand for the ZunJie S800, with 520 orders placed last week and nearly 600 units delivered, indicating a potential peak in Q4 that could surpass the combined sales of BBA (Benz S-Class, Maybach, BMW 7 Series, and Audi A8) [1] Group 1: ZunJie S800 Performance - ZunJie S800 is expected to achieve a single-week peak in Q4 that exceeds the total sales of BBA [1] - Last week's orders for ZunJie S800 reached 520, with actual deliveries close to 600 [1] Group 2: Market Trends and Competitors - The article mentions significant order data for other brands, with Hongmeng Zhixing receiving over 75,000 new orders last week, driven by the launch of the new Wanjie M7 [1] - The Wanjie M7 was officially launched on September 23, offering both range-extended and pure electric powertrains across 12 configurations, starting at a price of 279,800 yuan [1] Group 3: Wanjie M7 Specifications - The Wanjie M7 has dimensions of 5080mm in length, 1999mm in width, and 1780mm in height, with a wheelbase of 3030mm, showing significant increases compared to the previous model [1] - The wheelbase has been extended by 210mm, providing more spacious seating [1]

Core Insights - The Hongmeng Zhixing announced that its ultra-luxury sedan, the Zun Jie S800, has surpassed 15,000 pre-orders just four months after its launch, with an average of 100 new orders per day [1][4] - The Zun Jie S800's performance is competitive in the luxury car market, nearing the sales figures of traditional luxury brands like Mercedes-Benz S-Class and BMW 7 Series within a short time frame [4] - The target demographic for the Zun Jie S800 primarily consists of high-net-worth individuals, with a significant male majority aged 40-50 [6] Sales Performance - The Zun Jie S800 achieved over 15,000 pre-orders, with a notable increase from 14,000 in just ten days [1] - In comparison, the 2024 Mercedes-Benz S-Class sold 16,121 units, the BMW 7 Series 10,452 units, and the Audi A8L 9,022 units in the Chinese market [4] Customer Profile - The majority of Zun Jie S800 owners are high-net-worth individuals, with 80% being male and primarily aged between 40-50 [6] - 50% of the customers are repeat buyers, while 30% are switching from other ultra-luxury brands like Rolls-Royce and Maybach [6] Configuration Preferences - 40% of customers opted for the four-seat Xinghui Executive version, while 20% chose the top-tier four-seat Xingyao Executive version, and the remaining 20% were split between two five-seat models [7] Customization Trends - Users of the Zun Jie S800 show a strong preference for rear privacy and intelligent features, with over 70% opting for privacy curtain kits and rear intelligent interaction systems, and over 60% choosing the intelligent starry sky roof [10] - Many customers compared the Zun Jie S800 with the Mercedes-Benz or Maybach S-Class but ultimately chose it due to Huawei's advantages in smart technology and a sense of national pride [10] Product Specifications - The Zun Jie S800 is a D+ class executive sedan with dimensions of 5480mm x 2000mm x 1542mm and a wheelbase of 3370mm, featuring all-wheel drive and offering dual and tri-motor versions with maximum power outputs of 390kW and 635kW respectively [13] - It incorporates several Huawei technologies, including the second-generation Tuling Longxing platform, innovative time-space reasoning suspension, and HUAWEI ADS 4 full-dimensional fusion perception system, equipped with 36 sensors for a premium intelligent driving experience [13]

Group 1 - The core viewpoint is that the import car market in China continues to shrink, with a significant decline in both import volume and sales of passenger vehicles in the first half of the year [1][2] - In the first half of the year, cumulative imports of passenger cars reached 221,000 units, a year-on-year decrease of 32.1%, while cumulative sales were 277,000 units, down 14.5% [1] - The decline is attributed to the rising competitiveness of domestic new energy vehicles and accelerated localization of imported cars, leading to weakened expectations among import car manufacturers [1] Group 2 - The sales structure shows that all three major vehicle categories—sedans, SUVs, and MPVs—experienced double-digit declines, with MPVs facing the largest drop [1] - In terms of vehicle classification, mid-to-large cars continue to dominate the import car market, maintaining a share of over 60%, with a 3.3 percentage point increase in share for mid-to-large cars in the first half of 2024 [1] - Luxury brands remain the absolute sales leaders, accounting for 91% of total sales, despite a year-on-year decline across non-luxury, luxury, and ultra-luxury segments [2] Group 3 - The top three sales regions are Guangdong, Jiangsu, and Zhejiang, all showing year-on-year declines in sales, with Zhejiang experiencing the largest drop of 19.2% [2] - Guangdong's sales decline was the smallest at 3.1%, supported by growth in models like Lexus RX and ES, while sales of models such as Audi A5 and BMW 6 Series contributed to the decline in Zhejiang [2]

Group 1 - The core point of the article highlights that the Xiaomi SU7 Ultra has achieved significant sales success, ranking first in both the "luxury cars above 500,000" and "luxury pure electric cars above 500,000" categories for the period of January to July 2025 [1] - Data indicates that in the luxury pure electric market above 500,000, one out of every three pure electric cars sold is a Xiaomi SU7 Ultra, showcasing its strong market presence [1] - Xiaomi executives, including Vice President Li Xiaoshuang and Founder & CEO Lei Jun, have publicly celebrated this sales achievement on social media platforms [1] Group 2 - Despite the impressive sales figures, there have been reports of delivery disputes from some users who experienced delays in the production of their Xiaomi SU7 Ultra vehicles [1] - Users who had previously locked in orders were informed by the delivery center that they would need to postpone production and pay the remaining balance within a specified timeframe to retain their orders, or else the orders would be automatically canceled without a refund of the deposit [1] - As of now, Xiaomi has not publicly responded to the delivery dispute issues raised by users [1]

Group 1 - The new luxury car consumption tax policy has lowered the threshold from a retail price of 1.3 million yuan to 900,000 yuan, affecting various luxury car models including Porsche, Mercedes-Benz, and BMW [3][11][12] - Following the announcement of the new tax policy, there was a significant increase in inquiries and sales for luxury second-hand cars, with a reported 50% increase in consultations and a 30% rise in transaction volume [3][5] - Luxury brands are responding to the new tax by offering limited-time tax subsidies to encourage purchases, with brands like Jaguar Land Rover and Mercedes-Benz announcing full tax coverage for specific models [4][5] Group 2 - The second-hand luxury car market is experiencing a price increase, with some models seeing a rise of 50,000 to 90,000 yuan due to the new tax policy, making them more attractive as they are exempt from the new consumption tax [8][9] - The introduction of the new tax has led to a shift in consumer focus towards second-hand luxury cars, as buyers seek to avoid the additional costs associated with new luxury vehicles [7][10] - The new policy has also impacted the export of zero-kilometer luxury cars, increasing costs for foreign trade merchants and complicating the export process due to stricter regulations [9][10]

Core Viewpoint - The luxury car market has experienced a significant shift due to a new tax policy that lowers the consumption tax threshold for super luxury cars from 1.3 million yuan to 900,000 yuan, effective from July 20, 2023, leading to increased consumer urgency to purchase luxury vehicles before the tax takes effect [1][2][3]. Group 1: Tax Policy Impact - The new tax policy means that vehicles priced between 1.017 million yuan and 1.469 million yuan will now incur an additional luxury car tax, resulting in an estimated extra cost of 90,000 yuan for consumers purchasing luxury cars after the policy change [3][18]. - The luxury car tax has been in place since 2016, and the recent adjustment aims to include more vehicles that previously evaded the tax due to price reductions [11][16]. Group 2: Market Dynamics - The luxury car market is seeing a surge in demand as consumers rush to purchase vehicles before the tax increase, with reports of crowded showrooms and increased sales activity [1][5]. - The price reductions across various luxury brands have made many models fall below the new tax threshold, indicating a shift in market pricing strategies [10][15]. Group 3: Brand Responses - Some brands, like Jaguar Land Rover, have introduced promotional policies to absorb the new tax costs for consumers, while others, such as Porsche, have not announced similar measures [20][25]. - The luxury car market is expected to face long-term changes as the increased tax burden may deter potential buyers, leading to a reevaluation of pricing and sales strategies among luxury brands [28][30]. Group 4: Shift to Domestic Brands - The decline in imported luxury car sales is evident, with a reported 33% year-over-year drop in 2023, while domestic brands, particularly in the new energy vehicle sector, are gaining traction [34][60]. - The competitive landscape is shifting as domestic brands offer advanced technology and better value propositions, challenging traditional luxury brands [54][62].

Core Viewpoint - The adjustment of the luxury car consumption tax policy in China aims to guide reasonable consumption and promote energy conservation and emission reduction, with the tax threshold lowered from 1.3 million yuan to 900,000 yuan [1][2][14]. Group 1: Policy Changes - The new tax threshold means that vehicles priced over 900,000 yuan (excluding VAT) will incur a 10% additional consumption tax, significantly impacting the pricing of many luxury models [2][3]. - The previous tax threshold was set at 1.3 million yuan (with an invoice price of 1.469 million yuan), while the new threshold is now 900,000 yuan (with an invoice price of 1.017 million yuan) [2][3]. Group 2: Market Impact - The policy change is expected to reshape the luxury car market, with many popular models now falling under the new tax regime, leading to increased costs for consumers [3][4]. - Sales of luxury cars have been declining, and the new tax policy is likely to exacerbate this trend, as consumer demand shifts towards more affordable and energy-efficient vehicles [6][14]. Group 3: Dealer Reactions - Some dealers, like those selling Porsche, reported a significant drop in sales, with monthly sales figures falling to single digits due to the lack of consumer interest [6]. - Conversely, other dealers, such as those selling Land Rover, experienced a surge in sales immediately following the announcement, with reports of thousands of units sold in just two days [7][9]. Group 4: Long-term Implications - The adjustment of the luxury car consumption tax is seen as the first step in a broader reform of China's automotive tax system, which may lead to a more comprehensive tax structure that includes electric and fuel cell vehicles in the future [14][15]. - The new policy is expected to increase the annual taxable sales of passenger vehicles by over 100,000 units, predominantly from fuel vehicles, while the market structure is gradually shifting towards electric vehicles [15].

Core Viewpoint - The new luxury car consumption tax policy, effective from July 20, reduces the tax threshold from 1.3 million yuan to 900,000 yuan, expanding the range of luxury vehicles subject to taxation, impacting brands like Mercedes-Benz, BMW, and Porsche, as well as some domestic electric luxury cars like the Yangwang U8 [1][2]. Group 1: Tax Policy Changes - The new tax policy includes a 10% consumption tax on luxury cars priced between 900,000 yuan and 1.3 million yuan, which previously were exempt from this tax [2]. - Vehicles with a retail price of 1,017,000 yuan or more (including a 13% VAT) will now incur additional taxes, resulting in a tax burden of 90,000 to 130,000 yuan for affected models [2]. Group 2: Market Response - Following the announcement, there has been a noticeable increase in foot traffic at luxury car dealerships, with many models like the BMW 7 Series and X7 selling out quickly [3]. - Brands such as Tesla have responded by lowering the starting price of the Model X to 899,000 yuan to avoid the tax threshold, while others like Jaguar Land Rover and Mercedes-Benz have introduced temporary subsidies to cover the new tax costs for consumers [4][5]. Group 3: Industry Insights - Industry experts support the tax adjustment, stating it reflects market changes and ensures tax stability without significantly increasing the tax base [3][5]. - The luxury car segment represents only about 0.1% of the overall car market, indicating that the tax changes will have minimal impact on average consumers [5].