2025.05. 02 本文字数：2600，阅读时长大约4分钟 作者 | 第一财经 武子晔 "这次来中国主要有三个关注点。一是想要了解整个市场、媒体、消费者对奥迪新产品的反馈；二是 关注竞争对手及其产品和技术；三是了解未来应该将什么样的产品投放到中国市场上，希望能够更深 入纯电市场，充分满足中国消费者多样化的需求。"奥迪股份公司管理董事会销售及市场董事石柏涛 近日对第一财经记者表示。 时隔4年后，石柏涛再次到访中国市场，中国新能源车市场发展的迅速超过了他当时（2021年）的预 期，新能源车如今已经占据了半壁江山。更令豪华车巨头感到紧迫的是，过去一年，ABB（奥迪、 奔驰和宝马）销量和利润集体下滑，而新势力打造的部分高端产品正在占领消费者的心智。 上海车展首日，奥迪、宝马和奔驰等德系车企的老板和高管们都很忙，他们开完自家的新闻发布会后 随即接受中外媒体的采访，参观老对手的展台，与最新的合作伙伴进行交流，密集走访新势力展台成 为近两年来车展的常规日程计划。 车展上，豪华车企开启了最强产品阵容，打造中国专属车型，同时把压箱底的技术拿了出来，并且明 确了未来的战略方向。无一例外，德系豪华车企对中国市场的重视程度是前所 ...

Core Insights - The German luxury car manufacturers are increasingly focused on the Chinese market, recognizing its rapid growth and the need to adapt to local consumer demands [1][2][4] - The shift towards electric vehicles (EVs) is critical, as traditional sales and profits for brands like Audi, BMW, and Mercedes-Benz have declined, prompting a reevaluation of their strategies in China [1][3][4] Group 1: Market Dynamics - The Chinese electric vehicle market has grown significantly, with EVs now accounting for a substantial portion of total vehicle sales [1] - German luxury brands are facing pressure from new entrants in the market, which are capturing consumer interest with high-end products [1][3] - The competitive landscape is evolving, with traditional luxury brands needing to innovate rapidly to keep pace with local competitors [4][7] Group 2: Strategic Initiatives - German automakers are showcasing new models and technologies specifically designed for the Chinese market, indicating a shift in their product strategies [2][4] - Companies like BMW are investing heavily in new platforms and technologies, including the sixth generation of electric drive technology [4][8] - Audi has introduced a dual-brand strategy to better cater to different consumer segments in China, focusing on both traditional luxury and tech-savvy younger consumers [4][8] Group 3: Collaboration and Local Adaptation - There is a growing emphasis on partnerships with local suppliers and technology firms to enhance responsiveness and innovation [7][8] - German manufacturers are establishing R&D centers in China to localize product development and integrate cutting-edge technologies [8] - The approach to market entry and product development is shifting from a global standard to a more localized strategy, reflecting the unique demands of the Chinese market [7][8]