产品力硬伤。BBA电动车多基于"油改电"平台。先天不足。宝马iX3、i3被指空间局促。底盘布局不合理。智能化 更是短板。车机卡顿。操作逻辑反人类。L2级辅助驾驶表现不稳定。对比理想L9的流畅座舱。问界M5的鸿蒙系 统。BBA像上一个时代的产物。 配置策略吝啬。座椅通风？加钱。方向盘加热？加钱。甚至基础舒适功能也需选装。而国产车已将空气悬架、激 光雷达列为标配。价值标尺被重塑。BBA的豪华定义显得过时。傲慢。 电动困局，BBA折戟！电车沦为杂牌，差在哪儿？ 展厅冷清。灯光苍白。销售低头刷手机。曾几何时，BBA的徽标是身份象征。如今却蒙上尘埃。电动车卖不动。 即使降价十万。二十万。依旧无人问津。这是2025年的现实。残酷。真实。 销量断崖式下滑。宝马净利润暴跌83.8%。奔驰跌55.8%。奥迪跌37.5%。全球市场萎缩。中国尤其惨烈。宝马在 华销量下滑15.5%。奔驰跌14%。奥迪跌10.2%。电动车型更糟。奔驰纯电销量降31%。奥迪降23.5%。唯有宝马电 动增长18.5%。但难掩整体颓势。 为什么？问题出在哪儿？ 第一，品牌认知固化。消费者眼中，BBA仍是燃油车王者。电动车？像是临时拼凑的过渡品。一位从奔驰跳 ...

以下文章来源于星海情报局 ，作者星海老局 星海情报局 . 关注国产替代和中国品牌出海，每年写100个中国品牌案例，见证中国产业崛起！ 我是芯片超人花姐，入行20年，有50W+芯片行业粉丝。 有很多不方便公开发公众号的， 关于芯片买卖、关于资 源链接等， 我会分享在朋友圈 。 扫码加我本人微信 前几天，老局在刷朋友圈的时候，刷到了这样一条信息。 怎么说呢...... 之前都说BBA现在被国产车干得要死要活，但也就是说说而已，没有什么切身感受。但现在，招 人充场的广告都打到我朋友圈里了。 凭啥说我 是 "杂牌"？ BBA 出道百年，在中国的新能源势力崛起之前，一直处于全球豪车的第一梯队。 根本原因在于，三家都有着自己领先全球的科技与品牌优势。 当年的BBA，高贵的就像一线大盘，需要加价才能提车。如今的BBA，则已经沦落到要请人过来 演戏充门面了。 也是有点辛酸，这些曾经的豪华品牌，如今怎么就这样了呢？ 后来我网上搜了一下，发现这其实并不算是什么新闻了。 唏嘘之余，我们难以找到 "哀其不幸"的借口，反而对它们的"不争"攒了相当多的理由。 至少在中国这个用户导向的汽车市场， 绿牌 B BA 的产品力和价值观，都走到了 ...

Core Viewpoint - The automotive market is experiencing a surge in new car launches, with SAIC-GM Buick introducing the flagship model, Zhijing L7, which is positioned as a leading extended-range luxury sedan in a competitive landscape [2][4]. Group 1: Market Dynamics - In September, over 30 brands launched more than 40 new vehicles, including traditional fuel cars, new energy vehicles, and high-end models [2]. - The extended-range new energy vehicle segment (priced between 150,000 to 200,000 yuan) saw sales of 64,000 units from January to August, marking a 189% year-on-year increase [3]. - The mid-size and large extended-range sedan market remains relatively small, with total sales of 113,000 units in the same period [3]. Group 2: Product Features and Innovations - The Zhijing L7 is equipped with the Momenta R6 large model, enabling advanced driver assistance features, including "no-break" city navigation and various parking assistance capabilities [4][6]. - The vehicle offers a comprehensive range of 302 km on pure electric power and a total range of 1,420 km, addressing common concerns about short electric range in extended-range models [7]. - The "Zhenlong" extended-range system provides a power output equivalent to a 3.0T V6 engine, with a combined fuel consumption as low as 0.5L per 100 km [6][7]. Group 3: Competitive Positioning - The pricing of Zhijing L7 is set between 169,900 and 215,900 yuan, directly competing with models like Xiaopeng P7+ [4][5]. - The vehicle has received over 20,000 blind orders since its pre-order launch on September 15, indicating strong market interest [4][5]. - Industry experts suggest that the Zhijing L7's combination of product strength and brand reputation positions it favorably in the competitive landscape of smart driving vehicles [5].

Core Insights - The current luxury car market in China is undergoing significant transformation, with increasing competition and a slight decline in total sales expected in the first half of 2025, estimated at around 1.6 million units [1] - Domestic high-end brands are rapidly gaining market share from traditional luxury and super-luxury brands, driven by the wave of smart technology and new energy vehicles [1] - SAIC Audi has introduced the "oil-electric dual progress" strategy to cater to diverse consumer needs, launching the new electric model Audi E5 Sportback, which received over 10,000 orders within 30 minutes of its release [1][2] Market Dynamics - The luxury brand market in China faces challenges in the new energy vehicle era, but a clear path for transformation has been identified, emphasizing trust and cooperation as key success factors [2] - The E5 Sportback is positioned to appeal to a new generation of consumers who value independent thinking and are not swayed by trends, offering a competitive price point compared to similar models from Tesla, BMW, and Mercedes-Benz [3] - The E5 Sportback features impressive specifications, including a 0-100 km/h acceleration in 3.4 seconds and a maximum range of 773 kilometers, along with advanced smart features [3] Strategic Initiatives - The "oil-electric dual progress" strategy is designed to address the diverse preferences of consumers across different regions in China, recognizing the demand for high-end intelligent fuel vehicles [5] - There is a notable gap in the market for high-end intelligent fuel vehicles, particularly among younger, educated consumers who prioritize efficiency and quality [6] - SAIC Audi aims to create a new category of high-end intelligent fuel vehicles by integrating more smart elements into traditional fuel cars, while also launching the luxury electric brand AUDI to tap into the growing electric vehicle segment [6]

Core Insights - The Chinese luxury car market is undergoing significant transformation, with increasing competition and a slight decline in total sales expected to reach approximately 1.6 million units in the first half of 2025 compared to the previous year [1] - Domestic high-end brands are rapidly gaining market share from traditional luxury and ultra-luxury brands, driven by the wave of smart technology and new energy vehicles [1] - SAIC Audi has introduced the "oil-electric dual advancement" strategy to cater to diverse consumer needs, launching the new electric model Audi E5 Sportback, which received over 10,000 orders within 30 minutes of its release [1][2] Market Dynamics - The luxury brand market in China faces challenges in the new energy vehicle era, but a clear path for transformation has been identified through mutual trust and cooperation [2] - The E5 Sportback targets a new generation of consumers who value independent thinking and are not swayed by trends, offering a competitive price point compared to rivals like Tesla Model 3 and BMW i3 while maintaining high performance and advanced features [3] Product Development - The E5 Sportback showcases a unique blend of traditional German engineering and modern Chinese smart technology, developed in just 18 months, which is significantly shorter than the typical development cycle for Audi models [3][4] - The collaboration between the German and Chinese teams emphasizes the importance of local insights and advanced technology in shaping the product's intelligent experience [4] Strategic Positioning - The "oil-electric dual advancement" strategy is designed to address the diverse preferences of consumers across different regions in China, recognizing the demand for high-end intelligent fuel vehicles that combine mechanical feel with smart features [4] - The introduction of the E5 Sportback and the new A5L Sportback represents SAIC Audi's efforts to create a new category of "high-end intelligent fuel vehicles," enhancing product competitiveness in the market [4][5] Industry Implications - The successful launch of the E5 Sportback reflects a deep understanding of the Chinese new energy vehicle market, appealing to consumers who desire both German driving quality and top-tier intelligent experiences [5] - This model sets a precedent for traditional luxury brands to integrate more deeply with the Chinese market, providing a new direction for collaboration among joint venture brands [6]

Core Viewpoint - Buick's new high-end electric sub-brand "Zhijing" faces challenges in the competitive market for mid-to-large range electric vehicles priced between 200,000 to 300,000 yuan, as the success of joint venture brands in this segment remains limited [2][3]. Group 1: Market Dynamics - The current market reality indicates that joint venture brands must offer higher cost-performance ratios than domestic brands to succeed [2]. - Traditional luxury brands have struggled in the high-end electric vehicle market, with sales of models like the BMW i3 and Mercedes-Benz electric vehicles remaining low compared to more competitively priced offerings from joint venture brands [3]. - The Buick GL8 plug-in hybrid has emerged as a notable exception, ranking third in sales among joint venture electric vehicles in August, with retail sales of 5,490 units, surpassing its fuel-powered counterpart [3]. Group 2: Strategic Shifts - Joint venture brands have shifted their strategies from a "high-end" approach to offering high cost-performance electric vehicles, often at lower prices than domestic brands, leading to the emergence of popular models like the Nissan N7 and Guangfeng Bozhi 3X [3]. - Buick's decision to launch a high-end sub-brand is supported by a fully localized development approach and improved collaboration between joint venture partners, allowing for greater autonomy in product development [4]. Group 3: Product and Brand Perception - The perception of a brand as "generic" is fundamentally tied to the product itself, emphasizing the importance of product strength alongside cost-performance and emotional value in driving market success [5]. - The pricing strategy for the Buick Zhijing L7 is critical, as it must balance market impact with the positioning of a high-end electric brand, a challenge faced by many luxury brands today [5].

Core Viewpoint - The article discusses the challenges and strategies of joint venture brands in the high-end new energy vehicle market, highlighting the launch of Buick's new sub-brand "Zhijing" and its first model, the Zhijing L7, which is positioned in the 200,000 to 300,000 yuan range [3][4]. Group 1: Market Dynamics - The current market reality indicates that joint venture brands must offer higher cost-performance ratios than domestic brands to succeed [4]. - Traditional luxury brands' new energy vehicles are often perceived as "mixed-brand electric vehicles," making it difficult for them to penetrate the market effectively [4]. - The sales performance of joint venture brands has improved recently, with models like the Nissan N7 and Guangfeng Bozhi 3X achieving significant sales figures [4]. Group 2: Product Strategy - The Buick GL8 plug-in hybrid has emerged as a standout model, with sales surpassing its fuel-powered counterpart, indicating a strong market foundation [5]. - The Vice President of SAIC General Motors emphasized that while lower prices can boost sales, solely focusing on cost-cutting could harm brand reputation in the long run [6]. - Buick's decision to launch a high-end sub-brand is supported by a shift to 100% locally developed products and improved collaboration between joint venture partners [6]. Group 3: Consumer Perception - Consumer perception of a brand as "mixed" ultimately hinges on product quality, which must be complemented by cost-performance and emotional value to maximize market impact [7]. - The pricing strategy for the Buick Zhijing L7 is crucial, as it needs to create a strong market presence while maintaining the positioning of a high-end new energy brand [7][8].

Core Viewpoint - The article discusses the challenges faced by joint venture high-end electric vehicle brands in China, emphasizing the need for competitive pricing and value propositions to succeed in a market dominated by cost-effective options. Group 1: Market Dynamics - Joint venture brands initially adopted a "high-end" market strategy but have shifted to offering high-value electric vehicles in response to market challenges [2] - The current market reality indicates that joint venture brands must offer better value than domestic brands to achieve sales success [1] - Sales data shows that popular models from joint venture brands, such as the Nissan N7 and Guangfeng Bozhi 3X, have emerged, while traditional luxury electric vehicles struggle with low sales figures [2] Group 2: Product Development and Strategy - Buick's introduction of the high-end sub-brand "Zhijing" is driven by a recognition of past shortcomings and a commitment to 100% local development for the Chinese market [3] - Enhanced communication and cooperation between joint venture partners have facilitated product launches, with foreign partners granting more autonomy to local teams [3] Group 3: Consumer Perception and Product Value - Consumer perception of a brand as "generic" is fundamentally linked to product quality, highlighting the importance of product strength alongside pricing and emotional value [4] - The success of the Buick Zhijing L7 hinges on its pricing strategy, which must balance market impact and the positioning of a high-end electric vehicle brand [4]

Core Viewpoint - The article discusses the decline of traditional luxury car brands BBA (BMW, Benz, Audi) in the Chinese market, particularly in the context of the rising competition from domestic electric vehicle manufacturers. It highlights the challenges BBA faces in adapting to the new energy vehicle (NEV) landscape and the consequences of their strategies. Group 1: Market Position and Performance - BBA has historically dominated the global luxury car market, holding over 70% of the market share in the segment of vehicles priced above 500,000 yuan as of 2023 [10] - However, their market share has rapidly declined to approximately 50% due to the emergence of popular Chinese models like the AITO M9 [10] - In 2022, BBA's global sales totaled 6.1054 million units, a decrease of nearly one million units compared to the previous year [10] Group 2: Product Strategy and Consumer Perception - BBA's approach to NEVs has been criticized for relying on "oil-to-electric" conversions, which do not meet consumer expectations for performance and efficiency [12] - The article notes that BBA's vehicles often sacrifice space and performance, leading to negative consumer feedback, such as the perception of paying for a brand rather than quality [14][15] - The use of outdated technology in BBA's NEVs, such as the Audi Q4 e-tron utilizing older platforms, has further alienated consumers [11] Group 3: Investment and R&D Challenges - BBA's investment in NEV development is significantly lower compared to Chinese competitors, with companies like BYD investing over 180 billion yuan in R&D since 2015 [14] - The article highlights that BBA's reluctance to fully commit to electric vehicle development stems from their established supply chain relationships and the desire to maintain profits from traditional fuel vehicles [20] - BBA's leadership has shown hesitation in fully transitioning to electric vehicles, with statements indicating a preference for gradual integration rather than a complete overhaul [18][19] Group 4: Competitive Landscape - The article emphasizes that BBA's traditional strategies are ineffective against the rapid advancements of Chinese automakers, which are more agile and innovative in the NEV space [12][21] - The competitive pressure from domestic brands has forced BBA to engage in price wars, which have eroded their profit margins [10] - The article concludes that BBA's failure to adapt to the changing market dynamics may lead to a further loss of consumer trust and market share [21]

Core Viewpoint - The article discusses the purchase experience of a specific electric vehicle model, the Fangcheng Leopard Titanium 3, highlighting the financial aspects, competitive analysis, and user experience after the purchase [2][4][18]. Financial Summary - The purchase price of the Titanium 3 was 139,800 yuan, with additional costs including insurance of 5,500 yuan and registration of 200 yuan [2]. - After applying various subsidies totaling 34,000 yuan, the effective cost of the vehicle was reduced to 107,500 yuan [4]. - A financing plan was utilized, involving a loan of 100,000 yuan with a return of 4,000 yuan after two years and an annual interest of 3,000 yuan [3]. Competitive Analysis - The buyer considered several competing models, including the Wanjie M7, BMW i3, and BYD Han DMi, among others, with significant discounts available on these vehicles [6][7]. - The BYD Han DMi was seriously considered, with a final effective price of 108,800 yuan after discounts and subsidies [8]. Purchase Experience - The buyer's spouse was initially skeptical about the vehicle's appearance but was convinced by the features and suitability for her needs [14]. - The vehicle was ordered with a waiting period of approximately 20 days for delivery [16]. User Experience - After driving 2,000 kilometers, the user noted a significant difference in driving experience compared to traditional fuel vehicles, describing it as "silky" [18]. - The vehicle's space was deemed adequate, although the trunk was small, it was compensated by the presence of a front trunk [20]. - The vehicle's range was reported as 400 kilometers in urban settings and 300 kilometers on highways, with an average energy consumption of 15-18 kWh [22]. - The vehicle's intelligent driving features were praised, particularly for safety and parking assistance [24]. Additional Insights - The vehicle had no noticeable odor upon delivery, which is a positive aspect for new car buyers [26]. - The warranty for the battery system allows for up to 60,000 kilometers per year, which is more generous compared to many other brands [27]. - The buyer concluded that the vehicle had no significant drawbacks, emphasizing its value for money [28].