点 击 蓝 字 关 注 我 们 本文全文共 2313 字，阅读全文约需 7 分钟 本月将有4款重磅新车上市，它们分别是 岚图追光 L、极石 ADAMAS、卡罗拉 和 奥迪Q5L。 | | No. 生产厂商 | 产品 | 燃料形式 | 级别 | 工改模 | 预 广市时间 | 見泉 | | --- | --- | --- | --- | --- | --- | --- | --- | | 1 | 东风汽车 | 岚图追光 L | 插电 | C Sedan | 新车 | 2025/12/10 | 华为乾島ADS 4.0智驾系统、鸡蒙座 舱5、800V超混动力、豪华内饰设 | | | | | | | | | 计及智能座舱配置 | | | | | | | | | 采用前双叉臂后H臂全铝底盘,搭配 140mm超长行程空气悬挂和7种全 | | 2 | 北汽制造 | 极石 ADAMAS | 増程 | C SUV | 改款 | 2025/12/17 | 地形模式,适应城市与野外多元路 | | | | | | | | | 况 | | | | | | | | | 全新卡罗拉的核心亮点包括尺寸升 | | 3 | 一汽丰田 | 卡罗拉 ...

Core Insights - The passenger car market is transitioning from price competition to refined operations, with a trend of "anti-involution" expected to continue into Q4 [1] - The overall market shows a stabilization in prices, with the average discount rate for passenger cars at 18.5%, a decrease of 0.3% month-on-month [1][2] - There is a significant structural differentiation within the industry, with domestic new energy brands having a notably lower discount rate compared to joint venture brands [1][2] Market Trends - In October, the average discount rate for traditional energy vehicles remained high at 26.3%, with an average price decrease of 900 yuan month-on-month and an increase of nearly 1600 yuan year-on-year [2] - New energy vehicles maintained a stable discount rate of 12.8%, with average prices showing little change month-on-month and a year-on-year increase of 1300 yuan [2] - The price strategies among different brand camps are increasingly differentiated, with domestic new energy brands like AITO and Xpeng having discount rates below 10% [2] Segment Analysis - The SUV market is experiencing intense competition, with major models like the Volkswagen Tayron and Mercedes-Benz GLC seeing average prices drop to historical lows, with declines ranging from 4200 to 8300 yuan [3] - Average discount rates for popular SUV models such as the Volkswagen Tiguan L and Buick Envision Plus have increased, reaching 25.7% and 29.2% respectively [3]

Core Insights - The sales performance of German luxury car brands in the Chinese market has significantly declined, with BMW, Mercedes-Benz, and Audi all reporting varying degrees of sales drops in 2023 [1][2][4]. Sales Performance - BMW's sales in China for Q3 2023 were 147,100 units, a slight decrease of 0.4% year-on-year, while the total for the first three quarters was 464,000 units, down 11.2% year-on-year, marking China as its only declining market globally [1]. - Mercedes-Benz reported Q3 sales of 125,000 units in China, a decline of 27%, and a total of 418,000 units for the first three quarters, down 18% year-on-year [2]. - Audi's sales in China for the first half of 2023 saw a decline of over 10%, although specific Q3 figures were not disclosed [2]. - Porsche faced a more severe challenge, with Q3 sales in China at 32,200 units, down 26% year-on-year [2]. Market Dynamics - The customer traffic in luxury car showrooms has decreased, with many potential buyers opting for domestic high-end brands instead of German luxury vehicles [1][2][3]. - Discounts on various models are significant, with some Audi models offering discounts up to 120,000 yuan and Mercedes-Benz models exceeding 100,000 yuan [2]. Competitive Landscape - Domestic brands are increasingly competing with German luxury cars across various price segments, with models from Tesla, NIO, and others gaining traction [4][5]. - The market share of German luxury brands has dropped from 18.4% in January to 14.3% in September 2023, indicating a significant loss in retail market share [5]. Electric Vehicle Transition - German luxury brands are lagging in electric vehicle (EV) sales, with models like BMW's iX3 and iX1 showing low monthly sales figures [6]. - Analysts highlight three main challenges for German luxury brands: the need for a stronger shift towards electric and smart vehicles, cautious consumer purchasing behavior, and the perception of poor value for luxury cars [6][7]. Strategic Adjustments - In response to the electric vehicle trend, German brands are adjusting their strategies, with Audi retracting its timeline for phasing out internal combustion engines and BMW reviving its range-extended hybrid technology [7]. - There is a focus on enhancing resource allocation efficiency in the Chinese market, including leveraging local supply chains and developing localized products [7].

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]