持续了两年多的"价格战"，目前似乎已经来到了一个新的时间节点，已很难对市场形成有效刺激。 全球管理咨询公司麦肯锡近日发布的《2025麦肯锡中国汽车消费者洞察》报告（以下简称"报告"）披露 了这一信息。报告显示，中国汽车市场价格战愈演愈烈，但消费者的回应则难称热情。相比所付出的巨 大代价，"价格战"对销量的刺激已经微乎其微，"价格战"的净刺激效果仅为3.6%（"净刺激效果"指的 是，对价格战持"积极"态度的消费者占比减去持"消极"态度的消费者占比。前者认为价格战刺激或加速 了自己的购车决策，后者认为价格战抑制或延缓了自己的购车决策）。 与之形成鲜明对照的是，消费者对新车型、新技术热情高昂。调研结果显示，消费者对新车型以及新技 术发布周期缩短的热情远高于对价格战的热情：前者的净刺激效果高达10.8%，远超后者 （3.6%）。"价格战"对于消费者的吸引力已不如"技术战"。 "在过去的几年内，我们能观察到大量的车企，在发布了一个令人震惊的低价之后，或许在降价之初能 够掀起一股小高潮，进而获取一定数量的订单；但很快，无节制的价格战就使其难以为继，进而销声匿 迹。"麦肯锡全球董事合伙人管鸣宇在接受《中国经营报》记者采访时 ...

Core Insights - The article emphasizes that "price wars" are less effective than "technology wars" in the Chinese automotive market, as consumers show a stronger preference for innovative technologies over mere price reductions [1][2][3] - The brand landscape is rapidly reshaping, with domestic brands gaining recognition and technological leadership in the electric vehicle sector, while traditional foreign brands struggle to convert their historical advantages into sales premiums [2][3] - The trend towards electric vehicles is firmly established, with plug-in hybrid and range-extended vehicles gaining popularity due to their convenience and ability to alleviate range anxiety [3][4] - The concept of "technology equality" is advancing, with consumers increasingly recognizing and valuing intelligent driving technologies, leading to a demand for differentiated products based on specific use cases [4][5] Summary by Sections Innovation and Price Competition - The article notes that the intensifying price competition in the Chinese automotive market has not significantly stimulated sales, indicating that consumers are more inclined to invest in innovative technologies rather than engage in price-based competition [1][2] Brand Landscape Transformation - Domestic brands are achieving high recognition in the electric vehicle market, while foreign brands, despite their luxury status, are finding it challenging to leverage their past reputations into current sales [2][3] Electric Vehicle Trends - There is a noted increase in consumers reverting to fuel vehicles due to unsatisfactory charging experiences with pure electric vehicles, while plug-in hybrids and range-extended vehicles are becoming more favored for their convenience [3][4] Technology and Consumer Experience - The article highlights that consumers' understanding of intelligent driving technologies has improved, and the push for "technology equality" is leading to the creation of differentiated products based on specific consumer scenarios [4][5] Future Market Dynamics - The ongoing advancements in AI and smart driving technologies are expected to make intelligent cockpit technology a focal point in the market, reflecting the evolving preferences of Chinese consumers for high-quality automotive products [5]