从濒临崩盘到集体上扬，合资车企的销量增长动力究竟何在？ 备受瞩目的合资车企电动化转型计划，是否到了"开花结果"的 时刻？ 作者： 周菊 封图：图虫创意 2024年合资车企销量全线下滑的颓势仍历历在目，但短短半年后，"逆袭"大戏就已上演。2025 年上半年，除了本田两家合资公司与东风日产仍未摆脱下滑态势外，其他合资车企均实现销量增 长。其中，一汽丰田以16%增速领跑，一汽-大众、上汽大众分别增长3.5%、2.3%，广汽丰田增 长11%，销量连续数年下滑的上汽通用也同比增长8.6%。 "目前尚未获取上半年完整的合资车企零售数据，但从今年1—5月销量来看，头部的德系和日系车 企，如大众、丰田均呈现正增长态势。大部分合资品牌在4月、5月的确呈现出降幅收窄、甚至由 负转正的趋势。"德勤中国企业技术与绩效事业群总裁周令坤向经济观察报表示。 从濒临崩盘到集体上扬，合资车企的销量增长动力究竟何在？备受瞩目的合资车企电动化转型计 划，是否到了"开花结果"的时刻？ 增量从何而来 过去的2024年，合资车企市场份额集体失守。其中，上汽通用同比下滑56.54%，日系三强在华 销量集体下跌（丰田跌6.9%、本田跌30.9%至十年来最低 ...

Core Viewpoint - The joint venture automotive companies in China have shown a significant recovery in sales during the first half of 2025, with most brands experiencing growth after a challenging 2024, although some, like Honda and Nissan, continue to struggle [2][3]. Group 1: Sales Performance - In the first half of 2025, major joint venture brands, except for Honda and Dongfeng Nissan, achieved sales growth, with FAW Toyota leading at a 16% increase [2]. - FAW-Volkswagen sold 436,100 units, a 3.5% increase, while SAIC Volkswagen's sales reached 523,000 units, up 2.3% [3]. - GAC Toyota's sales grew by 11%, and SAIC GM saw an 8.6% increase, marking a turnaround from previous declines [2][3]. Group 2: Fuel Vehicle Recovery - Several joint venture companies relied on fuel vehicles for recovery, with FAW-Volkswagen's fuel vehicle market share increasing by 0.7 percentage points to 7.6% [3]. - The sales of classic fuel models like the Lavida and Sagitar contributed significantly to the overall sales increase [3]. - GAC Toyota's fuel models, such as the Camry and Highlander, saw a 30% increase in sales [3]. Group 3: Electric Vehicle Challenges - Despite the recovery in fuel vehicle sales, joint venture brands continue to struggle in the electric vehicle (EV) sector, with a mere 5.3% penetration rate for mainstream brands compared to 75.4% for domestic brands [3][4]. - The overall market share for joint venture brands in the EV segment remains low, with only a few models like Volkswagen's ID series and Toyota's bZ series performing relatively well [4]. Group 4: Strategic Adjustments - Analysts attribute the sales rebound to strategic adjustments, particularly in enhancing the intelligence of fuel vehicles through partnerships with domestic tech companies [5][6]. - Joint venture brands are increasingly localizing their management and product development to better cater to Chinese consumers [7]. Group 5: Pricing Strategies - Many joint venture brands have shifted from aggressive price competition to a "reduce volume to maintain price" strategy, stabilizing terminal prices and improving dealer confidence [8]. - The introduction of fixed pricing models has also helped reduce consumer hesitation and increased foot traffic [8]. Group 6: Future Outlook - Despite the positive sales trends, joint venture brands face a challenging future, with predictions of market share declining from 40% to 10% over the next few years [9][10]. - The need for a robust electric vehicle strategy is critical, as many brands are reconsidering their electric vehicle timelines and focusing on maintaining profitability in the fuel vehicle market [10][11].

Core Insights - The article discusses the resurgence of range-extended electric vehicle (REEV) technology among joint venture and luxury brands, highlighting its potential to influence their future product strategies [1][8][39] - Companies like SAIC Volkswagen and GAC Toyota are set to introduce new vehicles utilizing REEV technology, while BMW and Mercedes-Benz are also considering entering this market [2][7][27] - The article reflects on the initial skepticism surrounding REEV technology, particularly during the early days of Li Auto, and contrasts it with the current renewed interest from established brands [6][22][39] Group 1: Industry Trends - The adoption of REEV technology is seen as a strategic pivot for traditional and luxury brands, which previously focused on pure electric and hydrogen technologies [8][22] - GAC Toyota's decision to implement REEV in models like the next-generation Highlander and Sienna indicates a shift towards more family-oriented vehicles [10][12] - The article notes that GAC Toyota's diverse powertrain options, including hybrid and hydrogen, make their move into REEV somewhat unexpected [9][10] Group 2: Company Strategies - SAIC Volkswagen's "Joint Venture 2.0" strategy emphasizes a collaborative approach, integrating local technology and consumer insights into product development [18][20] - The article highlights that the success of GAC Toyota's recent models is linked to their willingness to empower local teams, suggesting that this approach could enhance their competitiveness in the domestic market [17][21] - BMW's exploration of REEV technology for models like the sixth-generation X5 reflects a broader trend among luxury brands to reconsider their technological strategies in response to market demands [27][29] Group 3: Consumer Insights - The article emphasizes that consumer preferences in China are shifting towards vehicles that offer low energy consumption, convenient refueling options, and extended range, rather than a strict adherence to specific technologies [27][39] - Li Auto's focus on creating a "mobile home" experience for users illustrates the importance of addressing practical consumer needs in the design of electric vehicles [35][39] - The discussion around REEV technology serves as a litmus test for how well traditional brands can adapt to the evolving expectations of Chinese consumers [37][39]

具体来看，今年上半年，一汽丰田销售新车37.78万辆，同比增长16%；一汽-大众销售新车43.61万辆， 同比增长3.5%；上汽大众上半年终端累计销售52.3万辆，同比增长2.3%；上汽通用累计销售24.51万 辆，同比增长8.64%；广汽丰田累计销量36.42万辆，实现同比正增长。 近期，各大车企陆续公布上半年销量成绩，令人意想不到的是，主流合资车企销量普遍增长，呈现出强 劲的回暖态势。其中，一汽丰田、一汽-大众、上汽大众、上汽通用、广汽丰田等头部企业均实现同比 增长，最高增幅达16%。 销量回暖背后，是合资车企"油电并进"战略成效初显：一方面，其通过"油电同智"策略对燃油车进行智 能化升级，稳固了核心基盘；另一方面，不少合资品牌加速向"研发2.0"转型，通过决策本土化、供应 链本土化，快速推出具有竞争力的电动化产品。同时，"一口价"营销策略的全面铺开，以价格透明化与 大幅优惠重塑消费体验，也成为拉动合资车企销量的重要推手。 "油电同智"守住燃油车基盘 通过"油电同智"策略对燃油车进行智能化升级，主流合资车企较好地稳住了燃油车基盘；而全新电动化 产品的加快推出，又扭转了其在新能源市场的弱势地位。 长期以来， ...

2025年，中国新能源汽车的一个主要趋势是品牌主力产品集体变"大"，大三排SUV成为市场热点。 说起大三排SUV，绕不开几款明星产品。其一，以汉兰达为代表的燃油时代大三排SUV。它们用更合适的价格，开创了城市SUV三排座格局的时 代，让6-7人的大家庭同车出行成为了可能。其二，以理想L9为代表的增程时代大三排SUV。它们通过能源架构与智能化的创新，以及冰箱、彩 电、大沙发的体验，提升了大家庭出行的舒适性与便捷性。 大三排SUV市场目前的市场格局中，增程与混动产品已占据主流，但时至今日依旧无法摆脱"坐得下人，装不下行李"的短板，空间是这一市场中 刚需中的刚需。 不仅如此，增程大三排SUV产品还存在馈电体验差，用油很心痛、两套系统维保成本高以及重量大导致能耗高的成本痛点。 在各大汽车品牌眼中，这些使用痛点无疑就是品类迭代的市场契机。蔚来旗下的子品牌乐道汽车，就是其中之一。 今年迎来产品大年的乐道品牌，将于三季度推出旗舰产品——乐道L90，它定位30万+高端大三排SUV市场，为解决"装得下人，装不下行 李"和"第三排短途坐得下、长途坐不住"两大品类痛点而来，号称"大三排SUV的空间之王"，卖点之一是"6人10箱，座 ...

Group 1 - The contrasting approaches of FAW Toyota and GAC Toyota highlight different paces and outcomes in their transformation towards smart and new energy vehicles [1][5] - GAC Toyota's launch of the bZ5, developed by a Chinese team, emphasizes "new joint forces" but lacks substantial content in its transformation narrative [1][5] - GAC Toyota's second Technology Day showcased a commitment to a comprehensive transformation, including the introduction of a dedicated new energy platform and collaboration with local tech companies [1][2][3] Group 2 - GAC Toyota's "China Self-Research 2.0" era aims to enhance the role of Chinese engineers, shifting from mere translators to key decision-makers in vehicle development [2][4] - The company plans to introduce two dedicated new energy platforms and will be the first Japanese joint venture to adopt range-extended technology in its next-generation models [3][4] - GAC Toyota's successful launch of the platinum smart 3X model, achieving nearly 30,000 orders in three months, demonstrates the effectiveness of its localized development strategy [4] Group 3 - FAW Toyota's "4 new" thinking appears to be repetitive and lacks actionable content, focusing more on marketing rhetoric than on tangible innovations [5][6] - The emphasis on "new marketing" strategies by FAW Toyota does not address the core factors influencing consumer choice in the automotive market [5][6] - GAC Toyota's proactive engagement with local technology firms positions it advantageously in the competitive landscape of smart and new energy vehicles, contrasting with FAW Toyota's more traditional approach [6]

这一天对于一汽丰田、广汽丰田乃至整个丰田品牌来说都已经期盼已久，曾经丰田被认为电动化、智联化动作迟缓，如今却仅用两三款新车即 挽回了人气，堪称合资品牌转身的样板。 「 将决策权交给中国团队。 」 丰田智能电动汽车研发中心（中国）有限公司总经理小西良树在广汽丰田第二届科技日上表示，未来中国车型的开发决策权将由日本总部放至中国。 丰田的这 一转变以REC （丰田中国研发中心） 为核心 ， 构建本土工程师主导的 "中国ONE R&D" 研发体系，提升产品对中国用户需求的响应速度与匹 配度。 今年4月，丰田在上海设立研发公司并启动 「 中国首席工程师制度 」 ： 「 中国工程师不再是图纸翻译者，而是蓝图绘制者。 」 全新一代汉兰达和赛那车型，研发主责将交由REC的中国工程师负责。 在中国本土推出的车型上，丰田在华的两家合资公司一汽丰田和广汽丰田在智驾方面已经与Momenta建立了深度的合作，新一代车型基本全部由 Momenta 提供解决方案。 在智舱系统和智联生态方面，广汽丰田走得更远，智舱系统采用了华为的鸿蒙座舱，同时接入了小米生态。 广汽丰田汽车有限公司执行副总经理文大力表示：「广汽丰田将通过新体制（RCE）、新 ...

Core Viewpoint - The Chinese automotive market continues to show positive growth, with production and sales increasing by 12.7% and 10.9% respectively in the first five months of the year, despite ongoing price competition revealing underlying issues in the industry [2] Group 1: Industry Trends - The China Automotive Industry Association reported that from January to May, the production and sales of automobiles reached 12.826 million and 12.748 million units respectively, indicating a strong market performance [2] - The ongoing price competition has prompted industry leaders to call for a reduction in "involution" among companies, encouraging a shift towards value-added services rather than price cuts [2] - Several automakers have begun implementing policies to counteract price competition by offering lifetime warranty services, aiming to enhance customer value and service rather than engaging in price wars [2][3][4] Group 2: Company Initiatives - GAC Toyota has introduced a lifetime warranty for its entire lineup, covering key components such as the engine and transmission, valued at approximately 8,000 yuan [2] - FAW-Volkswagen has also launched a lifetime warranty policy for its flagship SUVs, covering major systems without mileage or time limits, and has seen a significant increase in orders for its models [3] - Li Auto has rolled out a "lifetime warranty relay plan" for its Li ONE owners, allowing for the transfer of warranty benefits to new vehicle purchases [4] Group 3: Consumer Perception and Challenges - While lifetime warranties are seen as beneficial for both companies and consumers, there are concerns regarding the stringent conditions attached, such as requiring maintenance at authorized dealerships [8][9] - Some consumers have reported discrepancies between the advertised lifetime warranty and the actual coverage, leading to dissatisfaction and perceptions of misleading marketing [9][10] - The automotive industry is facing challenges in effectively implementing customer-centric policies, with many companies struggling to transition from traditional pricing models to value-based pricing [10]

6月第2周，众多车企陆续发布新技术、新规划，下面就回顾一下上周的车圈热点。 抵制"内卷式"竞争 多家车企宣布缩短供应商账期至60天内 自6月10日晚开始，包括广汽集团、一汽集团、东风汽车、比亚迪等十多家车企陆续宣布将供应商支付账期统一至60天内。据悉，此次承诺是车企对6月 1日正式施行的《保障中小企业款项支付条例》的积极响应。修订后的条例明确要求大型企业从中小企业采购货物、工程、服务时，应自交付之日起60日内 支付款项。 值得注意的是，《条例》还明确规定不得强制中小企业接受商业汇票、应收账款电子凭证等非现金支付方式，不得利用商业汇票、应收账款电子凭证等 非现金支付方式变相延长付款期限。 一众车企中，北汽集团和上汽集团表示放弃"商业承兑汇票"。其中，北汽集团宣布，全面取消商业承兑汇票等增加供应商资金压力的不合理结算方式， 缓解中小供应商现金流压力，夯实产业链供应链互信根基，维护健康的产业生态。 上汽集团表示，将供应商支付账期统一至60天内，并且不采用商业承兑汇票等增加供应商资金压力的结算方式，以实际行动践行国企责任，保障上下游 企业资金高质高效流转，推动合作伙伴更好协同运行。 外观内饰升级 全新一代长安UNI- ...

Core Viewpoint - Toyota is transferring the decision-making power for vehicle development in the Chinese market from its Japanese headquarters to local teams, aiming to enhance responsiveness to local consumer needs and accelerate innovation in electric vehicles [2][3]. Group 1: Local R&D System Transformation - Toyota has established the "China ONE R&D" system, allowing local engineers to lead the development of models tailored for Chinese consumers [3]. - The upcoming models, including the new generation Highlander and Sienna, will be developed by Chinese engineers at the Toyota R&D Center in China (REC) [2][3]. - This shift signifies a fundamental change in strategy for joint venture brands in China, moving from "technology output" to "technology co-creation" [3][4]. Group 2: Strategic Goals and Timeline - GAC Toyota aims for 80% of its sales to come from new energy vehicles by 2030, marking a significant strategic transition period from 2024 to 2026, followed by a strategic offensive phase from 2027 to 2030 [2][3]. Group 3: AI and Smart Technology Integration - GAC Toyota plans to build an AI automotive ecosystem, transitioning its smart technology strategy from "assistance" to "co-creation" [6]. - The flagship model, the Platinum Smart 7, will feature an AI ecosystem, including Huawei's smart cockpit and electric drive systems, enhancing user interaction and connectivity [6][7]. - AI will also be integrated into manufacturing and service processes to improve efficiency and personalization [7]. Group 4: Industry Trends and Competitor Movements - The localization of R&D systems among joint venture brands is becoming a trend in the automotive industry, with other companies like Volkswagen and Nissan also shifting their development strategies to focus on local markets [5][8]. - The transformation of joint venture brands is seen as a response to the evolving demands of Chinese consumers, necessitating agile R&D systems centered on local user needs [10].