新汽车生态合作，报名中国版CES！ 撰文 | 温 莎 编辑 | 黄 大 路 设计 | 甄 尤 美 2025 年 11 月 24 日，极氪宣布了一项针对老款车型的智能驾驶系统升级众筹计划。 具体而言，就是 2024 款极氪 001 和 009 能够从 Mobileye EyeQ5H 系统升级至自研 G-Pilot H7 系统，升级之后系统算力从 48 TOPS 提升至 700 TOPS 。 这还要从极氪上一代拉胯的智驾表现开始说起，由于算力和"黑盒"模式， 2024 款 001 和 009 的智驾功能体验不佳。 这不由得让人想起一年多前的 2024 年 8 月 14 日，一群愤怒的车主拉着横幅冲进了杭州极氪大厦。 原因是前一天晚上，极氪发布的 2025 款极氪 001 和 2025 款极氪 007 背刺老车主：前者采用全新智驾软硬件并升级了座舱，同时维持原价；后者 升级了智舱智驾，除顶配四驱版外，却还普遍降价 2 万— 3 万元。 有哲学家说，苦难是人生的老师，挫折是智慧的保姆。也许去年的教训太惨痛了，极氪的变化来得很快。 一年以后， 2025 年 9 月 14 日，丽江举行的极氪全球用户委员会理事共创会上，有 ...

这一架构设置显示出荣耀在上市辅导期的关键节点，对于统筹全球营销体系与品牌高端化建设的紧迫需 求。网传信息称，关海涛此次回归后的核心职责或将聚焦于海外市场营销及机关营销能力的建设，这与 荣耀当下全力推进的全球化战略契合。 11月26日，南都湾财社记者获悉，原极氪智能科技首席品牌官（CBO）关海涛已重返荣耀，或将出任 荣耀市场营销部负责人。针对此事，南都湾财社记者向荣耀方面求证，截至发稿前，官方暂未回应。 网传消息透露，关海涛入职的"市场营销部"隶属于荣耀Marketing与销售服务部。在组织架构上，他将 实行"双线汇报"机制，即同时向Marketing与销售服务部总裁王班、品牌营销部总裁郭锐汇报。 而此次回归，关海涛带回了一份不错的成绩单。在极氪任职的两年间，他历任CMO及CBO，操盘了极 氪001、009等多款高端车型的市场攻坚。据极氪官方数据，2024年极氪汽车销量突破22.2万辆，同比增 长87%。 有分析人士指出，关海涛此时回归，与荣耀正在进行的"冲刺IPO"与"全球化扩张"战略密切相关。 今年6月26日，荣耀终端股份有限公司正式在深圳证监局进行上市辅导备案，辅导机构为中信证券，预 计将于2026年一季 ...

最近留意到一个小趋势：猎装正在回归。 从北京国贸到上海静安寺， Barbour夹克的出镜率明显上升。小红书上，有人称出门散步就看到不下十件Barbour，有人觉得Barbour穿上就像劳保服，但 也有人分享自己的"巴恩风"穿搭思路，称其是最好的入秋搭子。 有意思的是，作为猎装，Barbour过去是乡村绅士的专属，如今穿着场景则转移到了城市，成了都市新中产表达生活品味的新方式。 这其实也是户外趋势被忽视的一个侧面：并非所有户外消费都发生在户外，很多时候，人们需要的，或许只是"户外感"或"户外精神"。 01、Barbour：从功能装备到"新中产"符号 Barbour的故事可以追溯到1894年，当时John Barbour创立了以自己姓氏命名的品牌Barbour，为水手和渔民提供油布雨衣，以抵御英国的恶劣天气。通过一 代代继承者们的努力，Barbour先后推出了摩托车服、潜水服、马术服装。经典的油蜡棉布面料能够适应不同环境条件，防水、耐磨的功能特性，使其迅 速在各种户外场景中流行开来。 自1970年代起，Barbour相继获得英国皇室三张委任状，这也将品牌与英国乡村贵族生活方式联系起来。而当伊丽莎白二世、戴安娜王妃 ...

Core Viewpoint - The article discusses the impact of Moore's Law on the smart electric vehicle industry, highlighting the rapid increase in chip computing power and the decline in prices, which has led to the widespread adoption of advanced features like lidar and air suspension. This creates a dilemma for automakers in balancing the needs of existing car owners with the demands of new users as technology evolves rapidly [1]. Group 1: Technological Advancements - The rise of computing power in chips has significantly enhanced the capabilities of smart electric vehicles, allowing for more advanced features at lower costs [1]. - The latest flagship cockpit chip, Qualcomm 8295P, has an AI computing power of 60 TOPS, which is 7.5 times that of the previous generation 8155, enabling support for multiple 4K displays [7]. - The evolution of driver assistance systems has shifted from rule-based to data-driven models, requiring significantly higher chip computing power, as seen with the latest Nvidia Thor-U chip, which boasts 700 TOPS [8][12]. Group 2: Challenges for Existing Owners - Existing car owners face the challenge of feeling left behind as new models offer better features at lower prices, leading to dissatisfaction and a sense of being "backstabbed" [1]. - The difficulty of upgrading existing vehicles' hardware and software is compounded by the need for extensive testing and validation, making it a costly and time-consuming process [11][24]. - Upgrading driver assistance systems is particularly complex due to safety requirements and the need for new hardware, which can involve replacing numerous components [12][23]. Group 3: Case Study of Zeekr - Zeekr's recent crowdfunding initiative for upgrading the smart driving system of older models illustrates a proactive approach to addressing the concerns of existing owners [26]. - The upgrade from Mobileye's EyeQ5H chip to Zeekr's self-developed Thor-U chip represents a significant leap in capabilities, enhancing the driving experience from "usable" to "good" [27]. - The crowdfunding project is seen as a strategic move by Zeekr to maintain user trust and demonstrate commitment to customer satisfaction, despite the high costs involved [32][37].

Core Viewpoint - Geely's acquisition of all shares of Zeekr reflects the company's strategy to enhance its high-end electric vehicle segment while facing challenges in synergy realization and profitability [1][3][20]. Financial Performance - In Q3 2025, Geely reported revenue of 89.19 billion yuan, a 27% increase year-on-year, and a net profit attributable to shareholders of 3.82 billion yuan, up 59% [2][5]. - For the first three quarters of 2025, total revenue reached 239.48 billion yuan, a 26% increase, while net profit slightly decreased by 1% to 13.11 billion yuan [2][4][7]. - Total vehicle sales for the first three quarters were 2.17 million units, a 46% increase compared to the previous year [4][6]. Sales and Market Position - Geely's sales in Q3 2025 reached 761,000 units, a 43% increase year-on-year, driven by strong performance in both fuel and electric vehicles [5][6]. - The company is positioned second in the domestic market, trailing BYD by only 3.6 percentage points in market share as of October 2025 [1]. Challenges and Strategic Moves - Despite revenue and sales growth, Geely's net profit faced pressure due to losses from the Zeekr brand, which reported a loss of 523 million yuan in the first three quarters of 2025 [7][9]. - The integration of Zeekr is expected to streamline operations and reduce costs, with projected annual savings of 10%-20% in R&D expenses and a potential 15% reduction in battery costs [19][22]. Industry Trends - The automotive industry is shifting from a multi-brand expansion strategy to a focus on brand integration and efficiency, driven by market competition and financial pressures [20][22]. - Geely's strategy aligns with broader industry trends, as companies seek to consolidate resources and improve operational efficiency amid slowing growth in electric vehicle sales [20][23].

Core Insights - The 2025 Guangzhou International Auto Show serves as a critical platform for evaluating the performance of automotive companies, with Zeekr showcasing its luxury models, particularly the Zeekr 9X and 009, which have garnered significant attention and popularity [1][3]. Group 1: Sales Performance - Zeekr 9X has surpassed 10,000 deliveries, with an average price of 538,000 yuan, while the brand's cumulative sales have exceeded 600,000 units, with an average price above 300,000 yuan and a maximum price nearing 900,000 yuan [1][7]. - The Zeekr 9X has been a "phenomenal model," achieving over 10,000 orders within 13 minutes of its launch, indicating a strong market demand [3][5]. - Over 70% of Zeekr 9X buyers opted for high-end versions, reflecting a trend of high-end consumers increasingly trusting domestic luxury brands [5][7]. Group 2: Market Trends - The success of Zeekr 9X highlights a structural shift in the Chinese automotive market, where domestic luxury electric vehicles have transitioned from being an alternative to a primary choice among high-net-worth individuals [7][12]. - The brand's expansion into over 40 countries and regions within four years signifies a successful international strategy for a Chinese luxury brand [7][9]. Group 3: Customer Engagement and Services - Zeekr has implemented various customer engagement initiatives, such as the "Sunshine Service Commitment" and the "Mysterious Experience Officer" program, to enhance user communication and service [12][14]. - The "Rights Follow" policy allows existing car owners to transfer benefits like lifetime free charging and warranty to new vehicles, addressing customer concerns about product obsolescence [14][17]. - The company has introduced measures to alleviate delivery anxieties due to supply chain issues, including a comprehensive tax subsidy policy and promotional activities for waiting customers [14][17].

Group 1 - The core viewpoint of the collaboration between Geely and Renault is to establish a joint venture in Brazil, marking a significant step in their strategic partnership aimed at enhancing their presence in the South American electric vehicle market [2][3] - The newly formed Renault Geely do Brasil will invest 3.8 billion Brazilian Reais (approximately 5.1 billion RMB) to promote the implementation of new energy technology platforms and models in Brazil, significantly increasing the capacity utilization of the industrial park [2][3] - Brazil is becoming a key engine for the growth of new energy vehicles, with total car sales projected to reach 2.486 million units in 2024, a 14% year-on-year increase, and Chinese brands accounting for 91.4% of imported new energy vehicles [3] Group 2 - The partnership will focus on localizing production, with plans to launch two new models based on Geely's GEA new energy architecture in the Brazilian market by the second half of 2026 [3][4] - Geely's extensive investment in research and development, exceeding 250 billion RMB over the past 11 years, has established a strong foundation in new energy and intelligent technology, which will support the collaboration [5] - The joint venture aims to increase local production rates to 45%, fostering the expansion of Brazil's local supply chain and creating numerous manufacturing and service jobs [6]

Core Insights - Geely and Renault Group have accelerated their strategic cooperation by establishing a joint venture in Brazil, aiming to enhance their global collaboration and expand into the Latin American market [1][2] Group 1: Strategic Partnership - The newly formed Renault-Geely Brazil company will invest 3.8 billion Brazilian Reais (approximately 5.1 billion RMB) to promote the implementation of new energy technology platforms and models in Brazil [1] - Geely has acquired a 26.4% stake in Renault Brazil, allowing it to share production capacity and market networks, thereby accelerating its expansion in the Latin American automotive market [1][2] Group 2: Market Potential - Brazil is identified as the largest and most promising automotive market in Latin America, with projected total sales of approximately 2.486 million vehicles in 2024, representing a 14% year-on-year increase [2] - Geely's high-end electric models, Zeekr 001 and Zeekr X, have quickly entered the top three in Brazil's high-end electric vehicle market within just six months of their launch [2] Group 3: Local Production and Supply Chain - The joint venture will help both companies share costs and strengthen supply chain resilience while reducing tariff risks through local manufacturing [3] - Geely and Renault plan to localize the production of two new models based on Geely's GEA new energy architecture, with a target launch in the second half of 2026 [3] Group 4: Economic Contribution - The partnership aims to enhance local production, supply chain collaboration, and talent development in Brazil, contributing to the country's economic and industrial transformation [5][6] - The local production rate is expected to increase to 45%, which will expand the supply chain and create more jobs in manufacturing, engineering, and services [6] Group 5: Long-term Vision - Geely's global strategy emphasizes value co-creation rather than resource relocation, focusing on sustainable and mutually beneficial industrial cooperation [9] - The collaboration model has been validated as a successful example of open, transparent, and long-term international business practices [8]

Core Viewpoint - The strategic cooperation between Geely and Renault Group is accelerating, with the establishment of the Renault-Geely Brazil company aimed at enhancing global collaboration and expanding into the Latin American market [2][4]. Investment and Market Expansion - The Renault-Geely Brazil company will invest 3.8 billion Brazilian Reais (approximately 5.1 billion RMB) to promote the implementation of new energy technology platforms and models in Brazil, significantly improving the industrial park's capacity utilization [4]. - Geely's acquisition of 26.4% of Renault Brazil's shares allows it to share production capacity and market networks, facilitating faster expansion in the Latin American automotive market [5]. Market Potential and Challenges - Brazil is the largest and most promising automotive market in Latin America, with total sales expected to reach approximately 2.486 million vehicles in 2024, a year-on-year increase of 14% [7]. - The Brazilian automotive market faces structural challenges such as high taxes and income-to-price ratios, with the government planning to gradually restore electric vehicle import taxes to 35% by 2026 [7]. Local Production and Technological Development - Geely and Renault plan to localize the production of two new models based on Geely's GEA new energy architecture, with a launch scheduled for the second half of 2026 [8]. - The GEA platform is a core component of the cooperation, aimed at enhancing Brazil's capabilities in new energy and intelligent manufacturing [8]. Employment and Economic Contribution - The partnership is expected to create more manufacturing, engineering, service, and operational jobs in Brazil, contributing to local talent development and skills enhancement [13]. - Geely aims to increase the localization rate to 45%, promoting supply chain expansion and industrial ecosystem development in Brazil [13]. Global Business Strategy - Geely's global strategy emphasizes local empowerment and sustainable cooperation, with a focus on building a new paradigm for the Brazilian new energy industry [12][14]. - The collaboration with Renault is seen as a significant milestone in Geely's systematic advancement of its global business layout [12].

Core Insights - Renault and Geely's joint investment of 3.8 billion Brazilian Reais (approximately 5.1 billion RMB) in Brazil marks a significant milestone in their strategic partnership, focusing on the localization of new energy vehicle technology and models [1][3] - The collaboration aims to produce two new models based on Geely's GEA new energy architecture, with plans for market launch in the second half of 2026, and a new Renault model projected for production in 2027 [3][10] - This partnership reflects a broader trend of Chinese automotive companies transitioning from followers to leaders in the global market, showcasing their development and globalization journey [3][14] Investment and Production Plans - The investment will facilitate the establishment of a new energy technology platform in Brazil, enhancing local production capabilities [3][10] - The joint venture will leverage Renault's existing production facilities in Brazil, which include two vehicle plants and a workforce of 5,000 employees, aiming for a local production rate of 45% [10][12] Technological Advancements - Geely has invested over 250 billion RMB in research and development over the past 11 years, leading to significant technological breakthroughs, including the GEA platform, which supports the upcoming Brazilian projects [6][14] - The company has developed a comprehensive range of power solutions, including pure electric and hybrid systems, positioning itself competitively in the global market [6][7] Global Collaboration and Market Strategy - The partnership between Geely and Renault exemplifies a deep collaborative model that emphasizes resource sharing and long-term mutual benefits, moving beyond traditional capital alliances [9][10] - Geely's global strategy includes a multi-brand approach, with brands like Geely, Zeekr, and Lynk & Co targeting diverse market segments, enhancing its presence across Asia, Europe, and South America [12][13] Industry Transformation - The collaboration signifies a shift in the Chinese automotive industry's development philosophy, moving from merely seeking market share to creating value through integration and collaboration [13][14] - The partnership is expected to position Brazil as a key hub for Geely's South American strategy, facilitating the large-scale deployment of Chinese new energy technologies in the region [13][14]