这种汽车市场销售终端的景象，很快反映在了2月各家车企的销量数据上。不同于每月月初车企争先公布上月的销售成绩，本月截至目前仍有多个品牌、汽 车集团尚未公布2月销量。据中国汽车流通协会调查数据，76.8%的经销商反馈2月销量未达预期目标。 据记者粗略统计，在传统车企中，仅有吉利、比亚迪、奇瑞、长城、上汽、东风本田、广汽丰田、郑州日产等少数车企公布了2月销量。 仅吉利月销超20万辆 进入3月，新一轮激战从更多的汽车品牌、车型跟进"7年低息"开始。秦PLUS之后，比亚迪汉、唐家族也推出3年0息、7年低息限时金融政策。截至目前，已 经有超20家汽车品牌跟进这一政策。在这一现象背后，是车企在维持指导价体面的同时，又降低了支付门槛。 在已公布2月销量数据的传统自主车企中，仅吉利销量超过20万辆，达到20.62万辆，同比微增1%；比亚迪2月销量为 19.02万辆；剔除合资销量后的上汽集 团，2月自主品牌销量为18.7万辆；奇瑞集团紧随之后，2月销量为16.08万辆；长城汽车2月销量为7.26万辆，同比微跌6.79%。 吉利在市场淡季能稳住20万辆大关，主要得益于极氪和领克品牌的爆发。其中，极氪品牌销量为2.39万辆，同比增长 ...

春节假期，车企们也没忘了营销。 车东西2月25日消息，在已经过去的2026丙午马年春节假期中，千家万户沉浸在团圆年味中时，中国汽车市场的营销"大戏"也同时开场。 在今年春节假期，车企营销全面开战，春晚刷屏、电影植入、热点玩梗等流派各显神通，几乎所有主流品牌都没停下宣传的脚步。 据车东西不完全统计，至少有11大玩家20个品牌参与了马年春节假期的春晚、春节档电影和自制短片的营销大战。 从鸿蒙智行的广告连续多年登上春晚，到汽车相关题材的电影引来车企扎堆植入，再到宝马借品牌名称融合马年拍摄的短片，车企们用差异化 营销打法抢占用户心智，也为车圈接下来更加激烈的竞争拉开了序幕。 鸿蒙智行的广告登上春晚 01.鸿蒙智行集体亮相，领克、启源出现在分会场 作为国民级的节目，在春晚投放可以在大众心中提升品牌知名度，而《2026中央广播电视总台春节联欢晚会》上自然也出现了众多车企的身 影。 鸿蒙智行旗下尊界品牌的尊界S800车型成为春晚"智慧出行时代旗舰合作伙伴"，连续两年与春晚合作。 尊界S800成为春晚"智慧出行时代旗舰合作伙伴" 鸿蒙智行旗下的另一个品牌问界则延续了三年春晚合作的热度，在创意节目《手到福来》中深度植入，问界M ...

今日，"宝马大降价""宝马7系降价约27万"相关话题冲上微博热搜第一。 《BUG》栏目通过江苏、浙江等地宝马4S店销售人员了解到。宝马在开年后迎来了较大的降价优惠， 以主流豪华车型5系为例，2025款宝马530Li尊享型M运动套装指导价52.59万元，裸车价能到31.37万 元，降价超过21万元，降幅达到40.3%，更有老款宝马7系其裸车价较指导价降幅超过40万元。 作为曾经豪华车市场的"标杆选手"，宝马在中国市场的地位一度不可撼动，但2025年，其遭遇了前所未 有的冲击。根据宝马集团公布的2025年财报数据，全年宝马在中国市场共售出625527辆BMW和MINI品 牌汽车，同比大幅下滑12.5%，较2023年的82.5万辆高点，两年间损失近20万辆，销量直接跌回7年前的 水平。一边是热搜榜上的疯狂降价，一边是持续下滑的销量数据，曾经不可一世的宝马，如今却被国内 新能源车企不断冲击。行业专家指出，产品结构不好，转型不及时，让宝马错过了中国新能源发展的窗 口期，如今的大幅降价，则是治标不治本的举措。 新款老款齐让利，多地4S店持续关闭 《BUG》栏目致电了江苏、浙江、上海等多地的宝马4S店，得到的答复均显示，宝 ...

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 文|《BUG》栏目 罗宁 今日，"宝马大降价""宝马7系降价约27万"相关话题冲上微博热搜第一。 《BUG》栏目通过江苏、浙江等地宝马4S店销售人员了解到。宝马在开年后迎来了较大的降价优惠， 以主流豪华车型5系为例，2025款宝马530Li尊享型M运动套装指导价52.59万元，裸车价能到31.37万 元，降价超过21万元，降幅达到40.3%，更有老款宝马7系其裸车价较指导价降幅超过40万元。 作为曾经豪华车市场的"标杆选手"，宝马在中国市场的地位一度不可撼动，但2025年，其遭遇了前所未 有的冲击。根据宝马集团公布的2025年财报数据，全年宝马在中国市场共售出625527辆BMW和MINI品 牌汽车，同比大幅下滑12.5%，较2023年的82.5万辆高点，两年间损失近20万辆，销量直接跌回7年前的 水平。一边是热搜榜上的疯狂降价，一边是持续下滑的销量数据，曾经不可一世的宝马，如今却被国内 新能源车企不断冲击。行业专家指出，产品结构不好，转型不及时，让宝马错过了中国新能源发展的窗 口期，如今的大幅降价，则是治标不治本的举措。 新款老款齐让 ...

Group 1 - The film "Fast and Furious 3" has become a phenomenon during the 2026 Spring Festival, achieving a box office of over 2 billion yuan, marking it as the first film of the season to reach this milestone [1] - The film features nearly 10 automotive brands, including Audi, Volkswagen, Li Auto, Lynk & Co, Avita, and BYD, showcasing a diverse lineup of traditional fuel, luxury performance, new energy, and smart vehicles [1] - The core vehicle in the film is the Audi A3 rally car, which is a modified version of the Audi A3 Sportback, highlighting the film's focus on performance cars [1] Group 2 - Lynk & Co's Z20 serves as the central new energy racing vehicle, representing the brand's upcoming electric compact SUV set to launch by the end of 2024 [2] - The film illustrates a shift in automotive marketing from mere product placement to a deeper integration of vehicles as key narrative elements, moving from "props" to "protagonists" [2] - Brands are now participating as co-creators in films, integrating their product features into the storyline from the script stage, rather than as post-production advertisements [3] Group 3 - The initial market response to the film's automotive integration has been positive, with over 3,000 units of the Audi A3 rally car model sold on e-commerce platforms within 24 hours [3] - The release of "Fast and Furious 3" has led to a noticeable increase in online interest for models such as the Audi E5 Sportback, Audi RS5, Audi RS6, and Li Auto MEGA [3]

Core Insights - Zhao Changjiang, former general manager of BYD's Tengshi brand, has officially joined Hongmeng Zhixing - Zhijie Automobile as the executive vice president, focusing on creating a user-centered global smart brand [1][2] - His tenure at BYD lasted 16 years, where he significantly contributed to the sales and marketing strategies, including the successful launch of models like Han and Tang [2] Group 1 - Zhao Changjiang announced his new role at Zhijie Automobile on January 13, emphasizing the goal of building a unique "AI era user-friendly system" [1] - Prior to his official announcement, he hinted at his new position by commenting on a promotional video for Zhijie V9, suggesting it would have no competitors for at least three years [1] - His career at BYD peaked when he became the youngest sales director in the company's history at age 31, leading to the successful development of key models [2] Group 2 - Under Zhao's leadership, Tengshi underwent significant transformations, including brand renewal and product restructuring, with the D9 model achieving monthly sales of 9,000 to 10,000 units [2] - In July 2025, Zhao was involved in a high-level executive rotation within BYD, transitioning to manage the direct sales of the Fangchengbao brand before leaving the company [2] - Following his departure from BYD, Zhao expressed gratitude for the support he received during his tenure and indicated a desire to find a new rhythm in his professional and personal life [2]

Group 1 - Zhao Changjiang, former general manager of BYD's Tengshi brand, has officially joined Hongmeng Zhixing - Zhijie Automobile as the executive director and executive vice president, aiming to create a user-centered global benchmark smart brand [1][2] - During his tenure at BYD, Zhao Changjiang held various positions for 16 years, eventually becoming the youngest general manager of BYD's automotive sales company at the age of 31, leading the development of key models like Han and Tang [2] - Under Zhao's leadership, Tengshi brand underwent significant transformations, including brand renewal and product restructuring, with the MPV model Tengshi D9 achieving monthly sales of 9,000 to 10,000 units [2] Group 2 - Zhao Changjiang's transition to Zhijie Automobile was preceded by a brief period of rest after leaving BYD, where he expressed gratitude for the support received during his career [2] - The market reacted positively to Zhao's comments about the Zhijie V9, suggesting it would have no competitors for at least three years, indicating strong confidence in the product's potential [1]

Group 1 - Zhao Changjiang has officially joined Zhijie Automobile as Executive Director and Executive Vice President after a long tenure at BYD, where he held various key positions for 16 years [2][6] - During his time at BYD, Zhao was instrumental in the development of significant models such as the Han and Tang, and he led the brand transformation of Tengshi, achieving remarkable sales figures for the MPV model Tengshi D9, which maintained monthly sales of 9,000 to 10,000 units [6] - Zhao expressed his commitment to creating a user-centered global benchmark smart brand at Zhijie Automobile, emphasizing the importance of user value, technological innovation, and industry advancement [1][5] Group 2 - Prior to the official announcement of his new role, Zhao had already promoted Zhijie on social media, indicating a strong belief in the potential of the upcoming flagship MPV, Zhijie V9, which is set to debut in spring [5] - Zhao's career at BYD began in 2009 as a sales manager, and he quickly rose through the ranks due to his outstanding performance in the Beijing-Tianjin region [6] - In 2017, at the age of 31, Zhao became the youngest sales leader in BYD's history, showcasing his rapid ascent within the company [6]

Core Viewpoint - Zhao Changjiang, former general manager of BYD's Tengshi brand, has officially joined Hongmeng Zhixing - Zhijie Automobile, aiming to create a user-centered global benchmark smart brand [1][4]. Group 1: Zhao Changjiang's Career Transition - Zhao Changjiang announced his new role at Zhijie Automobile on January 13, 2025, emphasizing the goal of building a unique "AI era user-friendly system" [1]. - Prior to joining Zhijie, Zhao had a 16-year tenure at BYD, where he rose from a sales manager to the general manager of BYD's automotive sales company at the age of 31 [4]. - His leadership at Tengshi led to significant transformations, including the successful launch of the MPV model Tengshi D9, which maintained monthly sales of 9,000 to 10,000 units [4]. Group 2: Industry Impact and Recognition - Zhao expressed gratitude towards BYD for nurturing his career and acknowledged the contributions of other Chinese automakers like Chery and Huawei in advancing automotive technology [4]. - His comments on the Zhijie V9, suggesting it would have no competitors for at least three years, sparked market interest and speculation about his move to Zhijie [4].

Core Insights - BYD has surpassed Tesla in pure electric vehicle sales for the first time in 2025, achieving a total of 2.2567 million units sold, representing a year-on-year growth of 27.86% [1] - The foundation of BYD's success lies in the development of lithium iron phosphate (LFP) batteries, which were initially considered unsuitable for electric vehicles but have been revitalized through BYD's blade battery technology [1][2] - The strategic decision to focus on LFP batteries was driven by safety concerns and the desire for resource independence, as LFP materials are more abundantly available in China compared to cobalt and nickel used in ternary batteries [2][3] Battery Technology Development - BYD began exploring LFP technology in 2002, with a focus on safety following global recalls of lithium-ion batteries due to overheating issues [2][3] - The company launched its first plug-in hybrid model, the F3DM, in 2008, which utilized self-developed LFP batteries, marking its entry into the consumer market [3] - Despite initial market challenges and a shift towards ternary batteries, BYD maintained its commitment to LFP technology, culminating in the development of the blade battery, which significantly improved energy density and safety [4][5] Market Position and Strategy - In 2019, BYD faced significant challenges, including a market downturn and internal doubts about the viability of LFP batteries, leading to a strategic pivot towards passenger vehicles and the refinement of LFP technology [6][12] - The "Qinghai Conference" in 2018 was a pivotal moment for BYD, where the core team reaffirmed their commitment to LFP batteries, emphasizing safety and cost as key priorities [12][13] - BYD's blade battery, introduced in 2020, showcased superior safety features and contributed to a resurgence in sales, with 2021 sales exceeding 600,000 units [5][6] Future Directions - BYD plans to continue investing in LFP battery research and development, prioritizing safety and efficiency as the industry moves towards longer-range electric vehicles [6][20] - The company is also focusing on enhancing charging speeds and addressing challenges related to low-temperature performance, with the introduction of the "megawatt fast charging" technology [6][20] - Upcoming regulatory changes are expected to raise safety standards across the industry, which may further solidify BYD's position in the market as it has already met new safety certifications [21]