今年10月底，与西贝对线成功的罗永浩将枪口对准了奔驰宝马奥迪，直指BBA的外观设计"礼崩乐坏"。 罗老师是否想整顿豪车市场并不清楚，但在油电交织的时代，BBA的设计确实为广大群众提供了充分的段子素材。 无论是奔驰EQS的"百万级大鼠标"，还是宝马7系的"幻视猪猪侠"，又或者是奥迪的"鲶鱼嘴"，都表明了人民日益增长的汽车审美需要和不平衡不充分的 设计之间的矛盾。 也是在今年秋天，BBA新一代纯电车型的设计语言全部正式亮相，疑似反映出汽车设计时尚的周期率：奔驰GLC纯电再现了60年前的盾型格栅，宝马下 一代iX3改造了60年前的垂直小双肾，奥迪的Concept C化用了90年前的立式格栅。 那么，为何自2025年，BBA要集体换上一张新中带老的脸？ 电车难题：颠覆不好卖，保守不挣钱 去年4月，雷军在复盘小米SU7产品定义时，称"颜值是王道，车好看是第一位的"。 虽然这句话后来给小米招来了不小的麻烦，但BBA上一代电动汽车的设计师，目睹SU7和YU7的爆单后，必然心有戚戚，道理都懂，但果子不是那么好摘 的。 2021年，奔驰电动旗舰轿车EQS上市，要为其电动化转型打开新的局面。从设计突破性角度而言，奔驰那几年在BB ...

Investment Rating - The report does not explicitly provide an investment rating for the industry or specific companies within it [20]. Core Insights - The 2025 IAA Mobility event highlighted the competitive dynamics between Chinese and European automakers, with over 100 Chinese companies participating, making China the largest foreign exhibitor [6][1]. - Chinese automakers are accelerating their overseas expansion, focusing on a full-chain strategy that includes products, channels, and supply chains to enhance their market presence in Europe [7][2]. - European automakers are prioritizing cost reduction and efficiency to maintain profitability while facing increasing competition from Chinese brands [8][3]. - The report identifies three key trends: rapid overseas expansion by Chinese OEMs, a shift in competition towards system-level capabilities, and a pragmatic market structure in Europe that includes both PHEVs and entry-level BEVs [9][4]. Summary by Sections Event Overview - The IAA Mobility event took place from September 8-14, 2025, in Munich, featuring 748 exhibitors, with a significant representation from Chinese companies [1][6]. Chinese Automakers' Strategies - BYD plans to start production in Hungary and establish over 1,000 stores in Europe by the end of 2025, expanding to 2,000 by 2026 [7][2]. - XPeng showcased new models and announced a new R&D center in Munich, emphasizing its AI and mobility ecosystem [7][2]. - Leapmotor and GAC also introduced new models targeting the European market, highlighting their commitment to local production and market penetration [7][2]. European Automakers' Responses - BMW aims to reduce EV costs by 40-50% and achieve profitability levels comparable to ICE vehicles by 2026 [8][3]. - Mercedes-Benz and Volkswagen are focusing on maintaining their market positions without engaging in price wars, while Renault and Stellantis are adjusting their strategies to emphasize lower-cost models [8][3]. Key Trends - The report outlines three major trends: the acceleration of Chinese automakers' overseas expansion, the transition of competition towards comprehensive system capabilities, and the emergence of a dual market structure in Europe that accommodates both PHEVs and entry-level BEVs [9][4].