广告汽车行业作为重要的支柱产业，正经历深度变革，行业格局与用户决策逻辑迎来全新重构。 从行业视角看，自主品牌成为行业主要增长引擎，新能源技术改写价值规则、引发价格圈层化经营；从用户 视角看，购车决策周期缩短但对比更细致，新能源用户偏好科技与智能化，AI搜索与专业内容影响用户决 策；从生态视角看，百度依托AI技术升级搜索与内容，构建"AI新经营+AI全域通"营销体系，为车企打通用 户触达、心智占领、转化流程的全链路。 汽车行业 丨研究报告 核心摘要： 2025年中国车市三大变革定义车市新秩序——自主加冕、 溢价重塑、结构裂 变 · 自主品牌销量加冕，自主品牌成车市增长唯一引擎，新车发布占比65%，驱动车市 销量+9.2%增长 溢价重塑-技术创新&成本控制&用户体验带来全新竞争态势 新势力从依靠资本输血的扩张期，迈向技术驱动、注重盈利的高质量发展期，各品牌 竞争加剧，面临的挑战依然艰巨 · 能源换代溢价重塑，新能源 技术平权已改写用户溢价决策标准，重塑价格、重塑价 值、重塑豪华 · 决策竞争结构裂变，价 格圈层经营成未来营销转型新战场，极致降本增效成为经营 新挑战 自主加冕-自主品牌成为车市增长唯一驱动引擎 20 ...

Core Insights - The automotive industry is undergoing significant transformation, with domestic brands emerging as the primary growth engine, and new energy technologies reshaping value rules and pricing strategies [1][2][4] Group 1: Industry Overview - Domestic brands have become the sole growth driver in the automotive market, with a 20.3% year-on-year increase in sales from January to September 2025, contributing to a 9.2% overall market growth [2][4] - The shift towards new energy vehicles (NEVs) has redefined user pricing decisions, emphasizing product value over brand symbolism [4][6] - The competitive landscape is evolving, with a focus on cost reduction and efficiency as key challenges for businesses [9][12] Group 2: User Behavior and Decision-Making - The car purchasing decision cycle has shortened, with users conducting more detailed comparisons, particularly favoring technology and smart features in NEVs [1][48] - Users are increasingly engaging in diverse search behaviors, with a notable rise in interest for intelligent experience-related searches, which surged by 38% [50][51] - The average number of models searched per user has increased by 37.5%, indicating a trend towards more thorough comparisons before making a purchase [48][53] Group 3: Advertising and Marketing Trends - Overall advertising investment in the automotive sector has decreased compared to the previous year, with a notable contraction in the number of advertisers [12][14] - Baidu has emerged as a leading platform for automotive advertising, with a significant increase in mobile advertising investments [18][20] - The integration of AI in marketing strategies is reshaping how automotive companies engage with consumers, enhancing user experience and streamlining workflows [21][62] Group 4: AI and Content Strategy - Baidu's AI capabilities are transforming the automotive marketing landscape, enabling a more personalized and efficient user interaction experience [37][62] - The introduction of AI-generated content (AIGC) is significantly enhancing content creation and user engagement, with a marked increase in user reading volume by 34.4% [25][42] - Video content has become the most popular format among users, with a substantial increase in viewership, particularly for car reviews and purchasing recommendations [44][46]