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 ...

Domestic News - Shanghai has opened over 5200 kilometers of autonomous driving testing roads, aiming to expand the application space for intelligent connected vehicles and create a multi-level application scenario layout by 2025 [4] - The Ministry of Industry and Information Technology has released a directory revealing the range information of several new energy vehicles, with high-end models approaching a pure electric range of 1000 kilometers, such as the Tengshi Z9 with a maximum range of 1068 kilometers [5][6] - AITO brand has signed a cooperation agreement with Abu Dhabi Motors' subsidiary, Performance Plus Motors, to officially enter the UAE market for sales and after-sales operations [7] - General Motors announced that its localization rate in the Chinese supply chain has exceeded 95%, emphasizing its commitment to strengthening its business in China [8][9] - The China Automotive Technology and Research Center and Changan Automobile Group have established a parts technology company in Chongqing with a registered capital of 100 million yuan [10] - FAW has successfully installed a high-energy density lithium manganese solid-liquid battery, achieving a range of over 1000 kilometers [11] - Guoxuan High-Tech will collaborate with BASF to develop next-generation solid-state battery technology [12] - Loobo and Uber plan to launch fully autonomous taxi services in Dubai in the first quarter of 2026, marking the city's first such service [13] International News - India's automotive export value reached $12.15 billion in FY25, a 10.7% increase from the previous fiscal year, driven by record exports of passenger and two-wheeler vehicles [14] - South Korea's January imports of passenger cars increased by 38% year-on-year, with local car manufacturers also seeing a 10% increase in sales [15] - Waymo has launched fully autonomous taxi services in Nashville, Tennessee, and plans to collaborate with Lyft for expanded service [16] - Audi is accelerating the digitalization of its factories and expanding AI applications, with about 100 use cases under development [17] Commercial Vehicles - FAW Liberation has signed a strategic agreement with a Saudi dealer, marking a significant breakthrough in the Middle East market [18] - The first government-publicly procured unmanned logistics vehicle project has been implemented in Hanzhong, Shaanxi Province [19] - The U.S. International Trade Commission has made a preliminary ruling on anti-dumping and countervailing duties regarding van-type trailers and their components from Mexico, Canada, and China [20] - Beijing Automotive Group, Tongxingbao, and Huochezhijia have signed a strategic cooperation agreement to promote the large-scale implementation of pre-installed ETC systems in commercial vehicles [21][22]

Core Viewpoint - In early 2026, various new automotive brands released their performance reports for 2025, with most top brands achieving year-on-year growth in sales or deliveries. However, many failed to meet their annual sales targets, with Tengshi being the most notable underperformer, achieving only 52.3% of its target [1][11]. Sales Performance - Tengshi delivered 157,000 vehicles in 2025, marking a year-on-year growth of 24.7%, but only fulfilling 52.3% of its annual sales target of 300,000 units [4][14]. - Among the new brands, only Leap Motor and Xiaopeng achieved significant sales growth, while others like Li Auto and Deep Blue also struggled to meet their targets [2][12]. Key Models and Market Challenges - The decline in sales was primarily attributed to the poor performance of the once-popular model D9, which saw a significant drop in sales after being surpassed by competitors like Lantu's new Dreamer model [4][17]. - Tengshi's new models, including the N9 and Z9, failed to replicate the initial success of the D9, with the N9's sales halving within five months of its launch and the Z9's monthly sales dropping below 500 units [8][20]. Management Concerns - BYD's chairman expressed concerns about Tengshi's future, leading to a change in brand leadership. Despite new marketing strategies, including celebrity endorsements, the brand's market performance did not improve significantly [10][22]. - The introduction of new models did not yield the expected results, with the N7 and N8 also underperforming in the market [4][20]. Competitive Landscape - The competitive environment intensified with Lantu's collaboration with CATL and Huawei, enhancing their product offerings and market position, further challenging Tengshi's sales [19]. - The overall market dynamics indicate a shift, with established brands like Toyota regaining their positions in the MPV segment, highlighting the challenges Tengshi faces in maintaining its market share [7][19].

Group 1 - The core announcement from the company is that the Tengshi D9 is preparing for an OTA upgrade, which will include a parking assistance feature with external voice broadcast capabilities [1] - The company will regularly organize OTA experience camp activities, encouraging users to pay attention to official announcements and sign up based on their needs [1] - Additionally, the Tengshi Z9 dual flagship model has introduced an AI full-scene intelligent voice feedback feature, allowing users to report issues or provide feedback by simply saying "Hello Tengshi, I want to feedback," with the system ensuring that each feedback is recorded and followed up [1]

Core Insights - BYD reported its November 2025 sales data, showing a total of 480,186 electric vehicles sold, with 237,540 being pure electric and 237,381 plug-in hybrids [1][11][13] - Cumulative sales for the year reached 4,182,038 units, marking an 11.30% year-on-year increase [1][11][13] Sales Performance - In November, BYD's total sales included 42.36 million units from its two main sales networks: Dynasty and Ocean [3][11] - The Dynasty network sold 184,338 units in November, with cumulative sales of 1,729,767 units for the year [4][14] - The Ocean network achieved sales of 233,431 units in November, totaling 2,031,170 units for the year [4][14] Model Breakdown - Key models in the Dynasty network included the Qin, Yuan, Song, Han, Tang, and Xia, with November sales of 70,800; 47,800; 33,900; 14,600; 13,300; and 3,900 units respectively [3][11] - The Ocean network's top models were the Seal, Lion, and Dolphin, with sales of 61,000; 55,000; and 31,000 units respectively [3][11] Brand Performance - The Tengshi brand sold 13,255 units in November, with a total of 138,995 units for the year [6][17] - The Fangchengbao brand reported sales of 37,405 units in November, totaling 183,769 units for the year [7][17] - The Yangwang brand, which targets the high-end market, sold 703 units in November, with a cumulative total of 3,862 units for the year [10][20] New Model Launch - The 2026 model of the Xia was launched on November 4, featuring an upgraded battery capacity and improved range from 180 km to 218 km [4][14]

Group 1 - The Guangzhou Auto Show showcased Tengshi Automobile's full range of models, including Tengshi N8L, D9, N9, Z9, and Z9GT, highlighting the brand's advancements in safety and control technologies in the electric vehicle sector [1] - The newly launched six-seat model Tengshi N8L features multiple safety configurations, including a body made of 2000MPa hot-formed steel, capable of withstanding the pressure of a 25-ton truck rollover [3] - The Tengshi D9, a popular MPV model, is approaching a delivery milestone of 300,000 units and has maintained the top sales position in the Chinese new energy MPV market for two consecutive years [5] Group 2 - The Tengshi D9 DM-i Super Hybrid version boasts a comprehensive range of 1100 km and a fuel consumption of 5.85L per 100 km, while the pure electric version offers a range of 620 km [7] - The Tengshi N9, associated with celebrity Gao Yuanyuan, includes advanced features such as intelligent anti-motion sickness systems and parking assistance [7] - The Tengshi Z9GT, which participated in the "Village GT" pre-exhibition in Guizhou and gained attention at the Goodwood Festival of Speed in the UK, emphasizes its control performance with advanced technologies [9]

Core Insights - BYD showcased its latest models at the 2025 Guangzhou Auto Show, focusing on vehicles priced at 200,000 yuan and above, including the Han L and Tang L with new colors and OTA upgrades [1] - The Han L EV and Tang L EV feature the Super e-platform with a capability of charging for 400 kilometers in just 5 minutes, while the Han L DM and Tang L DM have fuel consumption rates of 3.9L and 4.9L per 100 kilometers respectively [1] - The U9 Xtreme from the Yangwang brand set a new record for production electric vehicles at the Nürburgring with a time of 6 minutes and 59 seconds [1] Technology Highlights - BYD emphasized its "Megawatt Flash Charge" high-voltage platform, aiming for a charging time of 5 minutes for 400 kilometers of range [2] - The "Tian Shen Zhi Yan" intelligent driving system has been installed in over 2 million vehicles, generating an average of 130 million kilometers of driving data daily [2] Market Performance - In October, BYD achieved a monthly sales figure of 441,700 vehicles, bringing the total sales for the year to 3,701,900 units, with cumulative sales of over 14.2 million electric vehicles [2] - The high-end brands Tengshi, Fangchengbao, and Yangwang are also performing well, with Fangchengbao delivering 31,000 new vehicles in October, Tengshi exceeding 10,000 units, and Yangwang delivering 654 new vehicles [2]

Group 1 - BYD showcased its brands at the Guangzhou Auto Show, including the Dynasty and Ocean series, along with its technology exhibits such as the "God Eye" and "Megawatt Flash Charge" [1][3] - The Han L and Tang L models feature the Super e-platform with "Megawatt Flash Charge" technology, addressing electric vehicle charging anxiety, and come with new driving assistance features and upgraded safety configurations [3] - The Han L EV and DM models are priced between 204,800 to 264,800 CNY and 194,800 to 244,800 CNY respectively, while the Tang L EV and DM models are priced between 224,800 to 274,800 CNY and 214,800 to 270,800 CNY respectively, with a maximum purchase incentive of 52,000 CNY [3] Group 2 - Yangwang showcased its limited edition supercar U9 Xtreme and the luxury SUV U8L, highlighting its achievements in speed and lap records [5] - The Yangwang U7 introduced a new color option and a brand philosophy of "Free Control," while the U8L has been well-received in the market [5] Group 3 - Tengshi presented its family of models, including the N8L, D9, N9, and Z9, emphasizing its advancements in safety, control, and smart technology [7][8] - The Tengshi D9 is approaching a milestone of 300,000 deliveries and has been the best-selling model in the Chinese new energy MPV market from January to October 2025 [7] - The N9 and N8L are positioned as flagship SUVs with advanced driving assistance features, while the Z9GT and Z9 are highlighted as luxury sports models [8] Group 4 - Equation Leopard introduced four models under the Leopard Titanium series, with the Titanium 7 becoming a popular model, achieving sales of 20,024 units in its first full month [10] - The Titanium 7's high-end Ultra version accounts for over 85% of its sales, and the company is working to increase production capacity for faster deliveries [10]

Core Insights - The Guangzhou International Auto Show showcased Tengshi Automobile's latest models, including the Tengshi N8L, D9, N9, and Z9, highlighting advancements in smart and electric vehicle technology [1][2][3] Group 1: Product Highlights - The Tengshi N8L is positioned as a luxury family vehicle, featuring a robust safety design with 2000MPa hot-formed steel and advanced hybrid technology, capable of withstanding significant impacts [1] - The N8L boasts impressive performance metrics, achieving 0-100 km/h in just 3.9 seconds, and incorporates advanced steering and braking technologies [2] - The Tengshi D9 has achieved significant market success, with 300,000 units expected to be delivered, and has been recognized as the top-selling MPV in China for two consecutive years [2][3] Group 2: Technological Innovations - The D9 DM-i Super Hybrid version offers a comprehensive range of 1100 km and a fuel consumption of only 5.85L per 100 km, showcasing the efficiency of its fifth-generation DM technology [3] - The Tengshi N9 is equipped with cutting-edge features such as the "Yisanfang" system and advanced driver assistance technologies, setting a new standard for large flagship SUVs [3] - The Z9 series combines luxury and technology, featuring AI smart cockpits and advanced driving experiences, appealing to younger audiences [3] Group 3: Global Expansion - Tengshi Automobile is accelerating its global presence, recently entering the Brazilian market after success in Europe, marking a significant step in its high-end international strategy [4]

Core Viewpoint - The 23rd Guangzhou International Auto Show showcases Tengshi Automobile's commitment to safety, luxury, and advanced technology in its new energy vehicle lineup, including the Tengshi N8L, D9, N9, and Z9 models [1][3][10]. Group 1: Product Highlights - Tengshi N8L features a robust safety design with 2000MPa hot-formed steel and hybrid CTB technology, capable of withstanding a 25-ton truck rollover [3]. - The N8L boasts impressive performance metrics, achieving 0-100 km/h in just 3.9 seconds and offering superior maneuverability with a minimum turning radius of 4.58 meters [3]. - The Tengshi D9 has reached a milestone of 300,000 deliveries and has been recognized as the top-selling MPV in China for two consecutive years, demonstrating strong market performance [4][6]. - The D9 is equipped with advanced features such as a hybrid system with a range of 1100 km and a fuel consumption of 5.85L per 100 km, showcasing its efficiency [8]. - The Tengshi Z9GT and Z9 models incorporate cutting-edge technologies like AI smart cockpit and advanced driving assistance systems, appealing to a tech-savvy audience [10][11]. Group 2: Market Position and Strategy - Tengshi D9 has become synonymous with luxury and has been embraced by high-profile individuals, enhancing its brand image [6]. - The company is expanding its global footprint, with plans to enter the South American market by launching in Brazil, following successful entries in Europe [13]. - The presence of Tengshi vehicles at international events, such as the Goodwood Festival of Speed, highlights the brand's growing recognition and appeal in global markets [10].