Core Viewpoint - The supercar market is undergoing a significant transformation, with Chinese brands emerging as challengers against the long-standing dominance of European brands in the high-end automotive sector [2][3][11] Market Landscape - The global supercar market has been historically centered around European brands like Ferrari, Lamborghini, and Porsche, which have established strong market barriers through technology, brand recognition, and supply chain control [3][4] - In 2024, the top 10 supercars in China priced over 1 million yuan sold a total of 4,219 units, with European brands accounting for over 90% of both brand and sales statistics [3] Technological Advancements - Chinese brands are exploring diverse paths in the supercar sector, achieving breakthroughs in both electric and fuel-powered vehicles [3][4] - NIO's EP9 set a record at the Nürburgring with a time of 6 minutes and 45.90 seconds, while BYD's Yangwang U9 has begun mass production, showcasing the feasibility of "overtaking" in the high-end electric supercar market [3][4] - Great Wall Motors is developing a hybrid supercar with a 4.0T V8 engine and electric motor, achieving a combined power of 1,000 horsepower and a 0-100 km/h acceleration time of under 2.5 seconds [4] Industrial Foundation - Chinese brands have made significant advancements in core technology, enabling self-research and development of key components, which supports the industrialization of supercars [5][6] - Great Wall's 4.0T V8 engine boasts a thermal efficiency of 38.5%, while BYD's blade battery achieves an energy density of 180 Wh/kg, enhancing safety and charging capabilities [5][6] Cost and Supply Chain Advantages - Chinese brands benefit from a complete electric vehicle supply chain, with core components costing 30%-40% less than those of European brands, allowing for lower production costs for electric supercars [7] - The upcoming luxury car tax adjustment in China may initially pressure high-end markets but could ultimately foster technological upgrades and enhance brand recognition for domestic brands [8] Marketing and Brand Strategy - Chinese brands are investing in marketing innovations and global positioning to build a unique brand ecosystem, with NIO and Great Wall Motors focusing on experiential marketing to enhance brand perception [9][10] - The strategic value of supercars extends beyond direct sales, as they serve as brand symbols that elevate overall brand equity and profitability [8][10] Challenges and Future Outlook - Despite advancements, Chinese brands face challenges in brand recognition, cost control, and service systems, which require long-term efforts to transition from technical advantages to ecological advantages [10] - The future of the global supercar market is expected to integrate electrification, intelligence, and sustainability, providing greater opportunities for Chinese brands to redefine their roles and establish new market standards [11]

每经记者｜段思瑶 每经实习编辑｜余婷婷 蓄力已久的长城汽车超豪华品牌，又有了新动作。 8月15日，《每日经济新闻》记者从长城控股招标中心获悉，长城汽车正在对超豪车BG品牌策划项目进行招标。具体内容是"招募具有超豪品牌服务经验与 目标人群洞察的供应商，协助长城汽车超豪车BG品牌的搭建"。 从招标项目内容来看，长城超豪车BG品牌还处于前期搭建阶段。比如，要求供应商明确超豪车BG品牌的品牌主张、优化品牌及产品命名体系等。 今年年初，长城汽车内部小范围宣布了一则人事任命。新设立的组织名为"长城超豪车BG"，由长城汽车董事长魏建军担任新品牌的董事长，长城汽车原技 术副总裁宋东先为CEO，张晓波为CTO。随后，长城汽车在官网挂出了一则超豪车营销负责人CMO的招聘信息，但至今未公布这一岗位的人事任命。 据悉，魏建军给长城超豪车BG品牌设定的理念是"高品质，小批量"，且研发进程一直由其本人亲自监督。这一理念的提出，意味着在产品的定义、开发、 制造以及销售等各个环节，都将与量产车有显著区别。 关于超豪车BG品牌的推进速度，长城汽车显得很迫切。在上述招标项目中，长城汽车要求投标主体"合同签订一周内必须到岗"。 长城汽车欲尽快入场 ...