Core Viewpoint - The premium foundation of traditional luxury cars is collapsing due to the advancements in electric drive and smart technology, which are leveling the playing field among brands [4][6][24]. Group 1: Price Reductions and Market Trends - Maserati initiated a second round of price cuts in November, with the Grecale electric version dropping from nearly 900,000 to 548,000, and the fuel version falling below 400,000 [5]. - Aston Martin's 2024 DBX model saw a price reduction from 2.448 million to a range of 1.6 to 1.7 million [5]. - The competitive landscape is particularly fierce in the mid-range market (16-25 million), which is experiencing the most significant price and feature enhancements [20][22]. Group 2: User Experience and Product Trends - The UX-Audit evaluation system developed by SoCar identifies over 1,100 user demand features, establishing a multi-dimensional value system focused on user perspectives [6][11]. - The average annual improvement in scene experience for top models is around 10%, with award-winning models like the AITO M8 and Zeekr 9X achieving record-breaking scores [13][15]. - Key driving forces for improvement include urban NOA, smart cockpits, and storage/charging scenarios, with significant advancements in component integration and high-voltage fast charging technology [6][18]. Group 3: Shifts in Consumer Demands - User demand is becoming increasingly stratified, with younger users (under 28) seeking high-end configurations, while middle-class consumers (over 28) prefer cross-functional products, and affluent users focus on ultimate experiences [6][30]. - The focus is shifting from creating all-encompassing vehicles to developing specialized products that excel in 1-2 key scenarios, such as outdoor power supply and remote parking [7][26]. Group 4: Future Product Directions - Five clear product trends are emerging: seats becoming central to scenarios, the evolution of large models to specialized small models, the rise of AI and physical hybrid interaction zones, multi-modal perception advancing to semantic understanding, and design combined with AI personality forming new brand DNA [7][33][36]. - The industry is witnessing a collapse of traditional premium foundations, with brands needing to innovate in experience to maintain pricing power [24][26].

针对这些乱象，国家市场监督管理总局就《汽车行业价格行为合规指南（征求意见稿）》公开征求意 见，明确核心要求、行为红线及处罚标准。 商报记者 郭雨昕 35.88万元能买玛莎拉蒂、奥迪Q7直降14万元……2025年，我国汽车产业在转型升级中稳步前行，但"内 卷式"竞争引发的无序价格战已成为行业健康发展的瓶颈。动辄降十几万甚至数十万元的"跳楼价"，把 车市推向了一种 "荒诞的热闹"，而"越亏越卖、越卖越降" 的怪圈就此形成。 在此背景下，国家市场监督管理总局近日发布《汽车行业价格行为合规指南（征求意见稿）》，直指车 市"亏本卖车""虚假促销"等沉疴，划定全链条价格红线。截至发稿，比亚迪（002594）、长城、小鹏等 十余家车企密集响应，承诺合规经营，为深陷"价格内卷"的车市注入规范动能。 价格内卷之下 车企"赔本赚吆喝" 乘联分会数据显示，2024年国内降价车型超200款，2025年前11个月又有173款车型实施官方降价，其中 大幅降价的不在少数。 举例来看，豪华品牌中，奥迪Q7直降14万元，玛莎拉蒂格雷嘉纯电版从89.88万元骤降至35.88万元；主 流车型里也是充斥着各类"一口价"，例如天籁12.78万元、别克 ...