Group 1 - The Chinese imported automobile market is experiencing a continuous decline, with total imports expected to be only 220,000 units in the first half of 2025, a year-on-year decrease of 32% [1] - Since reaching a peak of 1.43 million imports in 2014, the market has been on a downward trend, with a 12% year-on-year decline in 2024, bringing imports down to 700,000 units [1] - The decline is attributed to the rise of the domestic automotive industry and the wave of electrification [1] Group 2 - Traditional luxury car brands, particularly the German trio (BMW, Mercedes-Benz, Audi), are facing significant challenges, with BMW deliveries down 15.5% to 317,900 units, Mercedes-Benz down 19% to 293,200 units, and Audi down 10.2% to 287,600 units [3] - In contrast, domestic new energy luxury vehicles are rising sharply, with Li Auto delivering 204,000 units and NIO delivering 74,000 units in the same period [3] - In the 300,000-400,000 yuan market, new energy vehicles achieved a market share of 52.5% in July, surpassing traditional fuel vehicles for the first time [3] Group 3 - Despite the challenges, traditional luxury brands still maintain a loyal customer base, with a market share of 58.7% in July, down from 60.2% in March [4] - The slow pace of electrification among traditional luxury brands is evident, with imported new energy passenger vehicles accounting for only 2% of the market in the first half of 2025, an 80% year-on-year decline [4] - Policy changes, such as the adjustment of luxury car tax thresholds, have led to a significant drop in sales for some models, with declines exceeding 20% [4] Group 4 - The future of the Chinese imported automobile market will be characterized by both challenges and opportunities, with the competition between traditional luxury and domestic luxury brands unlikely to end soon [5] - Domestic brands are leading in electrification, making it difficult for traditional ultra-luxury brands to catch up [5] - The market feedback indicates that high-end positioning now relies on technological strength and ecosystem development rather than solely on brand prestige [5]

编者按：当BBA和雷克萨斯在豪华汽车市场不再强势，自主品牌新能源豪车强势崛起，单纯依靠品牌底蕴和机械素质又还能守住多少市场份额？燃油车 命运的齿轮早已开始转动，一场关乎万亿产业链的博弈将走向何方？ 随着电动化进程的深入，传统豪华燃油车也站在了新的十字路口。 官方数据显示，今年上半年，包括BBA在内的多个豪华品牌在华销量呈现下滑态势。中国汽车流通协会乘联分会的数据也表明，今年上半年我国进口汽 车尤其是进口豪车的数量也下滑明显。 在传统豪华品牌销量下滑的同时，新能源豪车开始后来居上，尤其是自主品牌旗下的豪华汽车正在抢占更多的市场份额。在销量榜中，30万元至40万元的 价格区间里，新能源豪华汽车正在占据更多席位。传统豪华油车的市场格局正被改写。 销量下滑 "这是近期少见的1月-6月巨大下滑。"这是乘联分会主席崔东树发表的关于进口汽车情况的文章中，对于今年上半年进口汽车数量的描述。 崔东树指出，今年6月我国进口汽车4.3万辆，同比下滑30%，环比5月下降9%。2025年1月-6月，我国进口汽车22万辆，同比下降32%。 回顾过去十年，进口汽车可谓大起大落。乘联分会的数据显示，2014年，我国进口汽车数量达到143万辆 ...

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 记者丨焦文娟 编辑丨张明艳 当德系传统豪华车企BBA（宝马、奔驰、奥迪）2025年上半年财报相继出炉，一个清晰的趋势呈现： 曾经的"豪华车神话"正集体遭遇增长瓶颈。 宝马虽以净利润约为奔驰与奥迪之和、纯电销量领跑的表现暂居头名，但三家传统豪华车企集团下滑的 营收、腰斩的利润、在中国市场的溃败，以及纷纷下调的全年预期，都在诉说着同一个现实：传统豪华 车巨头的转型阵痛已进入深水区。 在这场集体下跌中，BBA们谁能最先挣脱业绩泥潭，将取决于当下转型的决断速度，而非历史荣光。 唯有当下立即行动、果断调整，才最有可能率先复苏，抢占未来先机。 集体承压，普遍失守中国市场 2025年上半年，BBA的业绩答卷布满"下滑"的字样。从核心财务数据来看，三家呈现出"两降一增"的营 收分化，与"全线下滑"的净利润困境。 具体来看，宝马虽以676.85亿欧元的营收保持领先，但8%的同比下滑仍难掩颓势；奔驰663.77亿欧元的 营收紧随其后，却以同比下滑8.6%录得三家中最大的营收跌幅，净利润更是腰斩过半，从"利润之王"的 宝座跌落；奥迪虽成为唯一营收正增长的品牌 ...

记者丨 焦文娟 编辑丨张明艳 当德系传统豪华车企BBA（宝马、奔驰、奥迪）2025年上半年财报相继出炉，一个清晰的趋 势呈现： 曾经的"豪华车神话"正集体遭遇增长瓶颈。 宝马虽以净利润约为奔驰与奥迪之和、纯电销量领跑的表现暂居头名，但三家传统豪华车企集 团下滑的营收、腰斩的利润、在中国市场的溃败，以及纷纷下调的全年预期，都在诉说着同一 个现实：传统豪华车巨头的转型阵痛已进入深水区。 在这场集体下跌中， BBA们谁能最先挣脱业绩泥潭，将取决于当下转型的决断速度，而非历 史荣光。 唯有当下立即行动、果断调整，才最有可能率先复苏，抢占未来先机。 集体承压，普遍失守中国市场 2025年上半年，BBA的业绩答卷布满"下滑"的字样。从核心财务数据来看，三家呈现出"两降 一增"的营收分化，与"全线下滑"的净利润困境。 具体来看，宝马虽以676.85亿欧元的营收保持领先，但8%的同比下滑仍难掩颓势；奔驰 663.77亿欧元的营收紧随其后，却以同比下滑8.6%录得三家中最大的营收跌幅，净利润更是腰 斩过半，从"利润之王"的宝座跌落；奥迪虽成为唯一营收正增长的品牌，但其325.73亿欧元的 营收规模不及宝马、奔驰的一半，13.4 ...

Core Viewpoint - The traditional luxury car giants BBA (BMW, Mercedes-Benz, Audi) are facing significant growth challenges, with declining revenues and profits, particularly in the Chinese market, indicating a critical transformation phase for these companies [1][2][4]. Financial Performance - In the first half of 2025, BBA's financial results showed a mixed performance: BMW led with revenues of €67.685 billion, down 8% year-on-year; Mercedes-Benz followed with €66.377 billion, experiencing the largest revenue drop of 8.6%, and a net profit halved to €26.88 billion; Audi reported revenue growth to €32.573 billion but with a net profit of only €1.346 billion, one-third of BMW's [2][4][8]. - The overall net profit for BBA saw significant declines, with Mercedes-Benz's net profit dropping 55.8%, BMW's down 29%, and Audi's down 37.5% [7][8]. Market Challenges - BBA collectively struggled in the Chinese market, with delivery volumes down 15.5% for BMW, 14.2% for Mercedes-Benz, and 10.3% for Audi, making it the largest single market decline globally for these brands [4][10]. - The entry-level models of BBA are facing intense competition from domestic brands, leading to a decline in both volume and profit margins [9][10]. Strategic Adjustments - BBA has lowered their profit forecasts: Audi revised its revenue target to €65-70 billion with a profit margin expectation of 5-7%; BMW anticipates a decline in its automotive EBIT margin to 5-7%; Mercedes-Benz expects lower sales than the previous year with a revised return on sales (ROS) of 4-6% [4][10]. - The companies are adjusting their strategies towards electric vehicle (EV) production, with BMW leading in EV sales, while Mercedes-Benz has delayed its full electrification target to 2030 [11][16]. Electric Vehicle Transition - Audi reported a 32.3% increase in EV sales, leading BBA, with a total of 101,400 units delivered; BMW's EV sales reached 220,600 units, up 15.7%, while Mercedes-Benz saw a 14% decline in EV sales to 87,300 units [14][16]. - BMW is focusing on its new generation platform to boost EV sales, aiming for 50% of its sales to be electric by 2035, while Audi is cautiously expanding its EV lineup [15][16]. Future Outlook - The BBA's transition to electric and smart vehicles is seen as a necessary response to market pressures, with the potential for new growth opportunities emerging from current challenges [17].

Core Viewpoint - The Chinese automotive industry is undergoing significant reforms in the first half of 2025, marked by stringent regulatory policies and the prohibition of high-interest, high-rebate financial models that have been prevalent in the market [1][3]. Group 1: Regulatory Changes - The Ministry of Industry and Information Technology has introduced a series of strict regulatory policies, while the central bank and six other departments have issued guidelines to support consumer financing in the automotive sector [1]. - The rebate given to dealers by banks has been drastically reduced from 15% to below 4%, and the annual interest rate for car loans has decreased from 6.5% to 3.2% [1]. Group 2: High-Interest, High-Rebate Model - The high-interest, high-rebate financial model, which gained widespread attention in 2022 and faced regulatory scrutiny in 2024, is set to be completely phased out by mid-2025 [3]. - This model was initially designed to benefit banks, dealers, and consumers, with dealers using rebates to subsidize car prices for consumers [3][5]. Group 3: Impact on Dealers and Consumers - Dealers have increasingly relied on high-interest, high-rebate commissions for profit, leading to practices that restrict consumer choices, such as prioritizing loan purchases over cash transactions [5][6]. - The reliance on this model has resulted in banks becoming the financial losers, as consumers tend to repay loans earlier than expected, diminishing banks' anticipated returns [8][10]. Group 4: Price Adjustments Post-Regulation - Following the ban on high-interest, high-rebate policies, major automotive brands like Lexus, Audi, BMW, and Mercedes have begun to raise prices, with Lexus models seeing average increases of over 25,000 yuan [10][12]. - Some brands have implemented promotional strategies to encourage purchases, but these often result in price hikes compared to previous financing options [12][13].

Core Viewpoint - The luxury automotive market, particularly the German trio of BBA (Benz, BMW, Audi), is experiencing a significant price drop due to the rise of electric vehicles and strong competition from domestic brands, leading to a collective price war that undermines their traditional premium positioning [3][4][6]. Price Cuts and Market Dynamics - Since 2025, BBA has engaged in aggressive price reductions, with Mercedes-Benz GLC seeing discounts up to 199,000 yuan, and the EQC dropping from 620,000 yuan to 220,000 yuan, a staggering decrease of 400,000 yuan [4][5]. - Audi's A4L has seen its price drop to the 200,000 yuan range, while the Q7's entry price has fallen below 500,000 yuan for the first time [4]. - BMW's 525Li has dropped to below 290,000 yuan, representing a 34% discount from its original price [5]. - The overall luxury car market is witnessing a collapse in pricing, with models like the Porsche Cayenne and Macan also seeing significant price reductions [5]. Impact of Electric Vehicles and Domestic Brands - The price decline is primarily driven by the competitive pressure from domestic electric vehicle brands, which are advancing rapidly in technology and market share [6][10]. - Domestic brands like Li Auto and AITO are offering advanced features that BBA's models lack, such as superior intelligent driving systems [7][8]. - BBA's sales in China are declining, with Mercedes-Benz down 7% to 683,600 units, BMW down 13.3% to 714,500 units, and Audi down 10.9% to 649,000 units in 2024 [10]. Challenges in Transformation - BBA is struggling with the transition to electric and smart vehicles, with significant investments required while their net profits are declining: Mercedes-Benz down 28.4%, BMW down 36.9%, and Audi down 33.1% [12]. - The lack of in-house battery production capabilities forces BBA to rely on expensive external suppliers, impacting their cost structure [12]. - BBA's attempts to collaborate with tech companies like Huawei for smart driving solutions may lead to a loss of brand identity and autonomy [13]. Strategic Responses - In response to the crisis, BBA plans to launch 36 new products from 2025 to 2027, with BMW aiming for a 20% efficiency improvement and Audi collaborating with Porsche on a new electric platform [11][12]. - Initial signs of recovery are noted, with models like the Audi Q4 e-tron and BMW i3 seeing increased orders after integrating advanced technologies [13]. Conclusion - The luxury car market's definition is shifting, and BBA's ability to reclaim its former status is increasingly uncertain, suggesting a potential long-term decline in brand value and consumer trust [14].

Core Viewpoint - The article discusses the significant price reductions of the "34C" models (BMW 3 Series, Audi A4L, and Mercedes-Benz C-Class) amidst a price war in the automotive industry, highlighting the challenges and implications for luxury brands in maintaining their market position and brand value [3][29]. Group 1: Price Reductions and Market Dynamics - The "34C" models have seen their prices drop below 200,000 yuan, with some models like the Mercedes-Benz C200L being quoted as low as 167,400 yuan in Beijing [8][4]. - The price cuts are most pronounced for the Mercedes-Benz C-Class, which has seen its prices nearly halved compared to the original MSRP [7][8]. - Audi A4L's entry-level model has also dropped below 200,000 yuan, with some regions reporting prices as low as 180,000 yuan, although high-end models remain above 230,000 yuan [14][15]. - BMW is facing challenges with sales despite price reductions, as consumers prefer higher-powered models like the 330Li over the lower-priced 325Li [19][21]. Group 2: Sales Performance and Dealer Challenges - Sales figures for 2024 show a significant decline for the "34C" models, with Mercedes-Benz C-Class sales dropping by 16% and Audi A4L by 27% in 2025 [31]. - A majority of luxury car dealerships are struggling to meet sales targets, with 64.9% failing to achieve their goals in the first half of the year [32]. - The financial pressure on dealers has led to reports of dealership closures and ownership changes, indicating a challenging market environment [31][32]. Group 3: Brand Value and Consumer Perception - The aggressive price cuts risk diluting the brand value of BBA (BMW, Benz, Audi), as consumers may no longer perceive these brands as luxury options if prices continue to fall [30][29]. - The article notes that while consumers may enjoy lower prices, the long-term impact on brand perception could lead to decreased interest in high-end models [30][29]. - The shift in consumer preferences towards more technologically advanced and identity-affirming vehicles at similar price points poses a threat to BBA's market share [30][29]. Group 4: Strategic Responses and Future Outlook - In response to market pressures, BBA is focusing on reducing low-end product lines and enhancing their offerings with new models and technology [43][46]. - Audi is launching several new models in 2025, including the A5L and electric vehicles, to regain market traction [47][48]. - BMW and Mercedes are also collaborating with tech companies to improve their digital services and vehicle technology, aiming to enhance their competitive edge in the evolving market [49][51].

Core Viewpoint - The article discusses the significant price reductions of the "34C" models (BMW 3 Series, Audi A4L, and Mercedes-Benz C-Class) amidst a price war in the automotive industry, highlighting the challenges and implications for luxury brands in maintaining their market position and brand value [2][14]. Group 1: Price Reduction Details - The current lowest prices for the "34C" models have dropped below 200,000 yuan, with specific examples showing the Mercedes-Benz C200L priced at 167,400 yuan in Beijing, a significant reduction from its original price of 334,800 yuan [5][12]. - Audi A4L's entry-level model has also seen prices fall below 200,000 yuan, with some regions reporting prices as low as 180,000 yuan, although higher-end models remain above 230,000 yuan [7][12]. - BMW's 325Li has reportedly dropped below 200,000 yuan, but actual sales remain low as consumers prefer higher-powered models like the 330Li [8][12]. Group 2: Market Dynamics and Consumer Behavior - The price cuts have led to a decline in sales for the "34C" models, with projected sales for 2025 showing significant drops for the Mercedes-Benz C-Class and Audi A4L, with year-on-year declines of 16% and 27% respectively [15]. - Consumers are increasingly looking for higher-spec models or alternative brands, as the luxury appeal of the "34C" diminishes with lower pricing [14][15]. - The article notes that while the price reductions may attract buyers, they also risk diluting the brand's luxury image and could lead to a loss of market share to more innovative competitors [14][20]. Group 3: Strategic Responses from BBA - In response to the price war, BBA (BMW, Benz, Audi) is shifting focus away from low-end models, with plans to discontinue entry-level vehicles like the BMW 1 Series and Mercedes-Benz A-Class [20][21]. - BBA is also investing in new models and technology, with Audi planning to launch several new vehicles in the coming years, including the A5L and electric models under the AUDI brand [21][23]. - The companies are collaborating with tech firms to enhance their digital offerings and improve customer experience, indicating a strategic pivot towards innovation and technology integration [22][23].

Core Viewpoint - Recent regulatory actions to halt high-interest and high-rebate automotive financing are expected to tighten terminal price discounts for automotive brands, leading to potential price increases for various models [1][2]. Group 1: Regulatory Changes - Regulatory bodies in regions such as Beijing, Sichuan, and Henan have mandated banks to reduce car loan rebate ratios to below 4%, with annual interest rates decreasing from 6.5% to 3.2% [3]. - The adjustments in policies are rapidly affecting the terminal market, with significant price increases observed for models like the BMW i3 and reductions in discounts for mainstream models such as the Mercedes-Benz C-Class and Audi A4L [4]. Group 2: Market Dynamics - The luxury car market has seen substantial price fluctuations due to intense competition, with dealerships relying on after-sales and automotive finance for profitability rather than new car sales [2]. - The "high-interest high-rebate" model, where banks provide significant loan rebates to dealers, has led to a distorted pricing system and hidden financial risks in the market [2][4]. Group 3: Consumer Impact - Current market conditions still offer considerable discounts, with models like the BMW 3 Series and Audi A4L having discounts up to 13.2 million and 14.8 million respectively, despite the tightening of financing options [4]. - While high rebates have temporarily benefited consumers, the long-term sustainability of such practices is questioned, as they may degrade the service capabilities of financial institutions and ultimately affect car sales [4]. Group 4: Industry Trends - The automotive industry is experiencing a shift away from chaotic price wars, with various industry bodies advocating for a reduction in "involution" and a move towards sustainable and high-quality development [5].