奔驰也同样在中国市场面临挑战。今年第三季度奔驰在中国市场的销量为12.5万辆，同比下降27%；今 年前三季度奔驰在中国市场的销量为41.8万辆，同比下滑18%，中国是其销量下滑幅度最大的市场。 奥迪并未公布前三季度在中国市场的具体销量，但今年上半年，奥迪在中国市场的销量同比下滑超 10%。 新京报贝壳财经记者 王琳琳 编辑 岳彩周 校对 穆祥桐 "现在进店的客户更多是看，不会直接试驾试乘以及要求现场算价格，明显感受到客户的购车意向不是 很明确。"环京地区一家宝马4S店的销售人员小宋对新京报贝壳财经记者说。作为德系豪华车一线销售 人员，他感觉预期中的"银十"客流还未到来。 近日，新京报贝壳财经记者走访环京地区多家宝马、奥迪、奔驰等德系豪华品牌4S店发现，即便是周 末，店里的客流量与自主高端品牌相比仍有一定差距。而在工作日，面临客流量收窄的情况，销售人员 以联系意向客户和线上直播营销揽客为主。 终端市场的表现也正是德系豪华车在中国市场的写照。今年前三季度，宝马、奔驰、奥迪等德系豪华车 在中国市场的销量均出现不同程度的下滑。 中国市场成德系豪华车销量下滑幅度最大市场 宝马公布的数据显示，今年第三季度和前三季度，宝马 ...

Order Situation - Average store new orders: 10 to 12 units [6] - Store visit ratio: 25% to 30% [6] - Increase in store visits: 50% to 70% [6] - Strong performance in first-tier cities, especially in the Sichuan-Chongqing region, driving overall test drive increases during the National Day holiday [8] Customer Profile - Age range of customers: 35 to 55 years [7] - Male proportion: 75% [7] - Customers are generally high-educated, high-income individuals who prioritize vehicle safety [10] - Customer sources are evenly split between traditional luxury brands (BBA) and new energy vehicle brands, with some long-term Volvo brand loyalists [10] Configuration Preferences - Main selling configuration: All-wheel drive with ultra-long range Plus at 319,900 CNY [9] - All-wheel drive vehicles account for 95% of sales, while two-wheel drive accounts for 5% [9] - Preferred color: Dawn Gray (main selling color) [9] - Higher proportion of full payments than expected, with most customers opting for the second-highest configuration [13] Competitive Comparison - Among 10 customers, 2 compared with Volvo XC60, 2 with AITO M7, 2 with traditional BBA fuel models (Q5L, GLC), and 1 with Li Auto L7 [12] - New energy vehicle customers are increasingly visiting showrooms, focusing on safety and performance when comparing with AITO M7 and market share when comparing with Li Auto L7 [15]

Core Insights - The launch of the AITO M8 pure electric version marks a significant entry into the 400,000 RMB SUV market, with a starting price of 359,800 RMB and six versions available [1] - The M8 pure electric version aims to fill the product gap in the "400,000 RMB pure electric SUV" segment, enhancing the brand's product coverage from range-extended to pure electric vehicles [1][4] - The M8 pure electric version has already seen strong demand, with over 7,000 pre-orders within two hours of its launch [1] Market Dynamics - The 400,000 RMB SUV market is currently led by the AITO M8 range-extended version, which sold 22,000 units in July, outperforming competitors like Audi Q5L and Mercedes-Benz GLC [2] - The pure electric SUV market remains fragmented, with top models like NIO EC6 and ES8 only achieving monthly sales in the low thousands, indicating a lack of established market leaders [3] - Consumer concerns regarding range, charging convenience, and safety continue to hinder the growth of pure electric vehicles compared to range-extended and fuel vehicles [3] Product Features - The M8 pure electric version features a 100 kWh battery from CATL, achieving a CLTC range of 705 km for the long-range version and 655 km for the all-wheel-drive version [4][5] - It supports ultra-fast charging capabilities, allowing users to charge from 30% to 80% in just 15 minutes, addressing range anxiety effectively [5] - The vehicle's performance includes a 0-100 km/h acceleration time of 4.8 seconds for the all-wheel-drive version, showcasing its competitive edge in driving dynamics [5] Technological Advancements - The M8 pure electric version is equipped with the HUAWEI ADS 4 advanced driver assistance system, utilizing 30 sensors for comprehensive driving coverage [7] - The system's unique WEWA architecture allows for real-time environmental understanding and decision-making, setting it apart from traditional driving assistance technologies [8] - The vehicle also features a full-dimensional collision avoidance system, exceeding current national standards for automatic emergency braking [8] User Experience - The M8 pure electric version emphasizes a seamless user experience, integrating health, comfort, and intelligence within the cabin, including a 24-hour fresh air system and advanced sound technology [9] - The holistic approach to user experience aims to redefine the standards for high-end pure electric SUVs, focusing on a cohesive and stable driving experience [9] - The vehicle's design and technology aim to alleviate consumer concerns about electric vehicle ownership, positioning it as a leader in the evolving market [9]

Core Insights - The luxury automotive market is experiencing a significant shift as traditional brands like BBA (BMW, Benz, Audi) face declining sales, while domestic new energy luxury vehicles are gaining market share [1][6][8] - The overall market for luxury vehicles is not shrinking; instead, it is expanding, with a notable increase in the penetration rate of luxury cars in China [8][11] Sales Decline - In the first half of the year, luxury brands, including BBA, reported a decline in sales, with BMW down 15.5%, Mercedes-Benz down 14%, and Audi down 10.2% [6][11] - The import of luxury vehicles also saw a significant drop, with June imports down 30% year-on-year and a total of 220,000 imported vehicles in the first half, a 32% decrease [3][4] Market Dynamics - The luxury car market has grown from 1.45 million units in 2016 to 5.11 million units in 2024, with market penetration increasing from under 6% to 18.5% [8] - Domestic brands are increasingly competing with traditional luxury brands, with companies like Li Auto and NIO showing strong sales figures [8][11] Price Segmentation - In the price range of 300,000 to 400,000 yuan, traditional luxury brands still hold a significant share, but new energy vehicles are gaining ground, with a market share of 52.5% in July [10][11] - In the segment above 400,000 yuan, traditional luxury brands maintain a higher market share, but there is a noticeable decline in their dominance [10][11] Tax Implications - Recent tax changes may impact the sales of traditional luxury brands, as the threshold for luxury car taxation has been lowered, potentially leading to increased costs for consumers [13] - Experts suggest that traditional luxury brands need to enhance their competitive edge by focusing on performance and smart features to retain market share [13]

Core Viewpoint - The current sales performance of the Wanjie M7 is declining, with a significant shift in customer interest towards newer models like the M8 and M9, leading to a reduced customer footfall and inquiries [2][4]. Sales Performance - July's market was relatively quiet, with a noticeable drop in customer visits and inquiries, attributed to the suspension of local trade-in subsidies and the traditional summer slowdown [2]. - The Wanjie M7's customer interest has decreased, with only about 10% of customers inquiring about it compared to the newer models [2]. Customer Preferences - The most popular configurations for the Wanjie M7 are the Pro and Ultra versions, primarily in black or blue, with a typical delivery time of around two weeks [4]. - The least chosen configuration is the Pro version six-seat four-wheel drive, which is considered overpriced compared to competitors [4]. Financial Aspects - The official financing rate is 2.49%, with a total interest of ¥24,900 for a loan of ¥200,000 over 60 months, resulting in a monthly payment of ¥3,748 [5][6]. - Current purchase incentives include a cash discount of ¥20,000 and a regional subsidy of ¥6,000, making the effective price for the Ultra version approximately ¥260,800 [6]. Competitive Landscape - Customers comparing the Wanjie M7 often consider models like the Ideal L6 and L7, with a significant portion of customers also looking at Audi Q5 and Tesla Model Y [9]. - The customer demographic primarily includes families, particularly those with children, and professionals from stable occupations [7]. Customer Feedback - Common complaints about the Wanjie M7 include its outdated exterior and interior design, which do not reflect the "new" aspect of electric vehicles [14]. - Recent updates, such as new wheel designs, have improved customer perception somewhat [14].

Core Viewpoint - The article discusses the significant price reductions of the Audi A3 in the Chinese market, highlighting the competitive pricing strategies adopted by luxury car brands to maintain market share amid declining sales and increasing competition from electric vehicles [3][4][5][6][10][17]. Group 1: Pricing Strategies - Audi has adopted a "one-price" model for its A3, with prices dropping to around 124,900 RMB for the base model, which has led to consumer surprise and comparisons to lower-end models [5][6][7]. - The price reductions range from 40,000 to 50,000 RMB, with some dealerships offering even lower starting prices [6][7]. - Consumers have expressed skepticism about the "limited-time" pricing, feeling it is a guise for ongoing price cuts rather than a temporary promotion [8][9]. Group 2: Sales Performance - The sales of the Audi A3 peaked in 2019, with annual sales figures showing a decline from 84,800 units in 2018 to 53,200 units in 2024 [13]. - Monthly sales figures for early 2025 indicate a continued downward trend, with average monthly sales around 5,000 units since 2021 [13][14]. - The compact car segment has seen an overall market decline of 11.1% in early 2025, indicating broader challenges in the automotive market [15]. Group 3: Market Competition - The introduction of competitors like the BMW 1 Series and Mercedes-Benz A-Class has intensified competition in the compact luxury segment, forcing Audi to lower prices significantly [10][11]. - The shift towards electric vehicles has further complicated the landscape for traditional luxury brands, as consumers increasingly favor lower-cost electric options [14][17]. - Audi's strategy includes not only price reductions but also the introduction of new models and technologies to regain market presence [18][19][20]. Group 4: Future Outlook - Audi plans to launch new models based on advanced platforms, including electric and hybrid vehicles, to adapt to changing consumer preferences and technological advancements [18][19]. - The company aims to combine its traditional luxury appeal with cutting-edge technology, including partnerships with tech firms like Huawei, to enhance its product offerings [19][20]. - The year 2025 is positioned as a pivotal year for Audi, with expectations for a significant product push and a return to competitive form in the market [20].

Core Viewpoint - The article discusses the significant price reductions of the Audi A3 models in China, highlighting the competitive pressures faced by traditional luxury brands in the automotive market, particularly in the context of rising electric vehicle popularity and changing consumer preferences [5][17][19]. Group 1: Price Reductions and Sales Strategies - Audi A3 models have seen substantial price cuts, with the base price for the A3 Sportback dropping to as low as 12.49 million yuan, representing a reduction of 40,000 to 50,000 yuan from previous prices [5][7]. - The pricing strategy includes a "one-price" approach with no hidden fees, aiming to attract consumers who are skeptical about traditional negotiation tactics [5][8]. - Sales personnel indicate that the low inventory of base models may require pre-orders, while mid-range models are more readily available [8][9]. Group 2: Market Context and Competition - The article notes that the compact car segment, including the Audi A3, has experienced a decline in overall market sales, with a reported 11.1% drop in the first quarter of 2025 [17]. - Audi's sales figures for the A3 family have shown a downward trend since 2019, with monthly sales averaging around 5,000 units since 2021 [16][17]. - The entry of competitors like the BMW 1 Series and Mercedes-Benz A-Class has intensified competition in the compact luxury segment, forcing Audi to adjust its pricing strategy [14][19]. Group 3: Future Outlook and Innovations - Audi is preparing for a significant product year in 2025, with plans to launch new electric and fuel models, including the A6L e-tron and Q5L, which are expected to incorporate advanced technology and competitive pricing [19][21]. - The collaboration with Huawei for intelligent driving solutions and the introduction of new platforms aim to enhance Audi's product offerings and market presence [20][21]. - The article emphasizes the need for Audi to balance product quality with competitive pricing to regain market share in the evolving automotive landscape [21].

Core Insights - Audi is undergoing a transformation likened to a "leopard" for its agility, focusing on speed and quality in its strategic shift towards software-defined vehicles and advanced driver assistance technologies [1][5][6] - The launch of the new AUDI brand, set to debut in November 2024, aims to fill the gap in the high-end electric and intelligent product market, enhancing Audi's market positioning in China [2][3] - Audi's strategy includes a dual-brand approach to cater to diverse consumer needs, with the traditional Audi brand targeting classic luxury consumers and the new AUDI brand appealing to younger, tech-savvy customers [2][5] Electric Vehicle Strategy - Audi is accelerating the launch of new electric models, including the A6L e-tron, and is developing next-generation platforms like the SSP, collaborating with brands like Porsche and Bentley [1][3] - The AUDI E5 Sportback, the first mass-produced model under the new AUDI brand, is set to launch in late summer 2025, marking a significant milestone in Audi's global transformation [2][3] Partnerships and Collaborations - Audi has established partnerships with local Chinese companies, including Huawei and Momenta, to enhance its smart cockpit and autonomous driving capabilities [3][5] - The collaboration with Huawei has led to the integration of advanced driver assistance systems in several Audi models, positioning Audi as a leader in luxury vehicles equipped with such technologies [4][5] Market Dynamics - The Chinese automotive market is experiencing a shift towards domestic brands that offer higher technological content and better value, posing challenges for traditional foreign automakers like Audi [3][6] - Audi's strategy emphasizes local market adaptation, with a focus on meeting the unique demands of Chinese consumers, particularly the younger demographic [5][6] Future Outlook - Audi plans to maintain a balanced product portfolio that includes fuel vehicles, hybrid vehicles, and electric vehicles, ensuring coverage across various market segments [6] - The company is committed to localizing its production and product offerings in China, aligning with its strategy of "in China, for China" [6]

Core Viewpoint - Audi aims to continuously innovate its product offerings in the competitive Chinese automotive market, emphasizing the importance of technology and local partnerships to meet consumer demands [1][4]. Group 1: Audi's Strategy and Product Development - Audi's President in China, Johannes Roscheck, highlighted the importance of introducing innovative products to maintain competitiveness in the market [1]. - The company is accelerating its electrification transformation and local product development, including partnerships with local tech firms like Huawei and Momenta to enhance its smart driving capabilities [3][5]. - Audi plans to launch a new brand, AUDI, to fill the gap in the high-end electric and intelligent product market, targeting younger consumers who prioritize technology [3][4]. Group 2: Market Dynamics and Consumer Preferences - The Chinese automotive market is undergoing significant changes, with domestic brands gaining traction due to their technological advancements and cost-effectiveness [4]. - Audi aims to leverage its long-standing presence in China and its commitment to quality to appeal to tech-savvy consumers [4]. - The introduction of advanced driving assistance systems in Audi vehicles, developed in collaboration with Huawei, positions Audi as a leader in integrating technology into both fuel and electric vehicles [5]. Group 3: Future Outlook and Product Strategy - Audi's global product strategy will focus on a balanced portfolio of fuel, hybrid, and electric vehicles, ensuring coverage across various vehicle segments [5]. - The company emphasizes the importance of local partnerships in its development strategy, having established a modern cooperation system with FAW in Changchun [5].

Core Insights - Audi is entering a year of delivery in the Chinese market, showcasing five new production models at the Shanghai Auto Show, including the Audi A5L, A5L Sportback, Q5L, Q6 e-tron, and E5 Sportback, which are based on the latest platforms [1][4] - The company has a clear strategic blueprint to not only launch new products in the electric vehicle market but also to continue leading in the luxury fuel vehicle market [1][4] Strategic Focus - Audi's transformation strategy focuses on two key areas: software-defined vehicles and advanced driver assistance technologies [4][5] - The E5 Sportback, developed in collaboration with SAIC, is a significant milestone in Audi's global transformation, adhering to the strategy of "In China, for China" [4][5] Dual Brand Strategy - Audi's dual brand strategy aims to serve different consumer segments: the traditional Audi brand for those seeking classic luxury and technology balance, and the new AUDI brand targeting younger consumers interested in cutting-edge technology [5][7] - This strategy is a long-term plan based on the unique development speed and consumer segmentation in the Chinese market [5][7] Partnerships and Technology - Audi has partnered with Huawei to integrate advanced driving technologies into its vehicles, with the A5L Sportback being the first fuel vehicle to feature Huawei's technology [5][7] - The company is also collaborating with Momenta to develop advanced driver assistance systems, positioning itself as the first luxury brand to offer such systems in both fuel and electric vehicles [5][7] Market Insights - The average age of luxury car consumers in China is 35, indicating a younger demographic with higher expectations for technology and personalization [7] - Audi plans to maintain a product strategy that includes fuel vehicles, hybrid vehicles, and electric vehicles, recognizing the significant differences in consumer demand across global markets [7][8] Localization Strategy - Audi emphasizes local development in China, aligning its AUDI brand strategy with the "In China, for China" approach, and incorporating market-specific solutions into its platforms [7][8] - The company is committed to balancing its development across key markets, including the U.S. and Europe, while continuing its localization efforts in China [7][8]