手握奔驰设计与吉利技术两张王牌，smart 在中国市场意外"失灵"了。 我们了解到，由于精灵 3 号、5 号销量失利，smart 已在今年年中大幅下调了今年的销量目标。作为补救策略， smart 会把下一款全新车型做得"更奔驰"。 转型路上的 smart 放弃了小车，但没有放弃可玩性。它希望在新能源市场做出一批不依靠小尺寸，依然能延续品牌理念的产品。定位或许没有问题，但其 跨公司的协作模式，在尤其考验敏捷迭代、快速响应能力的中国新能源市场，很难击中目标。 01.smart 驶入慢车道 今年第四季度，smart 将推出插混版本的精灵 5 号，与它的纯电版一样，新车在吉利湖州长兴工厂生产。按计划，这款车会在 9 月底前后量产（SOP）。 这是 smart 品牌的首款插混车型，也是一次迫不得已的补课。其赖以转型的纯电战略正遭遇挑战。2022 年至 2024 年，smart 一直保持每年一款纯电新车的 产品节奏，历年分别推出了精灵 1 号、3 号和 5 号。 燃油车时代的 smart 是奔驰旗下著名的精品小车品牌，但到了新能源市场，smart 变大了。原因有两点，受限于电池体积，纯电车很难在做小的同时，保 证优质的性 ...

Core Insights - The 2025 Ora Good Cat and Good Cat GT Mulan Edition have been officially launched with suggested retail prices ranging from 83,800 to 103,800 yuan for the Good Cat and 96,800 to 106,800 yuan for the GT version [1] - The Ora Good Cat, launched in 2020, was one of the earliest A0-level pure electric models in the Chinese market, gaining popularity due to its classic design and focus on the female market [1][3] - The brand is shifting away from its "pink economy" label to compete in the mainstream A0-level market, reflecting a broader transformation strategy under Great Wall Motors [3][5] Product Details - The new model features a sporty front face with enhanced aerodynamics and improved range, alongside design elements like 18-inch wheels and distinctive tail lights [6] - The vehicle is equipped with a powerful system featuring 16GB of RAM and 128GB of storage, enabling rapid boot-up and compatibility with major smartphone brands [7] - Interior upgrades include a new two-spoke steering wheel and the latest Coffee OS 3 system, with a combination of a 10.25-inch instrument panel and a 14.6-inch floating central control screen [9] Technological Enhancements - The new models introduce various driving modes and enhanced parking assistance systems, supported by 19 sensing hardware units and 8T computing power for over 100 parking scenarios [10] - The efficient electric drive system allows for a CLTC range of up to 430 km for most variants, with safety features meeting new national standards [12]

Core Insights - The automotive market is becoming increasingly competitive, with more companies entering the sub-100,000 yuan segment to boost sales through lower prices [1][2] - NIO's Firefly model has introduced a Battery as a Service (BaaS) purchasing option, significantly reducing the vehicle prices to attract more customers [1][2] Group 1: BaaS Implementation - BaaS, or Battery as a Service, is a new concept that allows customers to separate the battery cost from the vehicle price, thereby lowering the purchase threshold [2] - Since the launch of the BaaS scheme, its penetration rate has remained above 80%, allowing users to avoid battery depreciation risks and enjoy continuous battery upgrades [2] Group 2: Market Positioning and Sales Performance - The introduction of the BaaS option has reduced the Firefly's price to below 100,000 yuan, enhancing its market competitiveness [2] - In May, BYD's Seagull model sold over 60,000 units, while Geely's Star Wish sold over 39,000 units, contrasting with the Firefly's sales of only 3,680 units, indicating that the price reduction strategy has yet to meet sales expectations [2]

Domestic News - The establishment of safety requirements for intelligent connected vehicle combination driving assistance systems has been initiated, with a project cycle of 22 months, expected to be submitted by March 22, 2024 [7] - Sichuan Province has issued a medium to long-term development plan for the hydrogen energy industry (2025-2035), aiming to promote over 4,000 hydrogen fuel cell vehicles and establish more than 40 hydrogen refueling stations by 2027 [8] - Luzhou has introduced new policies to promote the application of new energy vehicles, targeting a scale of over 5 billion yuan in the new energy vehicle industry and a vehicle ownership of 65,000 units this year [9] - FAW-Volkswagen signed a memorandum of cooperation with the Tianjin Economic Development Zone government to produce two new energy vehicles based on the new CMP platform by 2027 [10] - Hongqi's integrated vehicle-road-cloud technology has successfully passed initial testing, enhancing smart traffic systems and enabling seamless communication between vehicles and infrastructure [12] - Nearly half of the users of the new Xiaopeng MONA Max version are women, with over 80% of new orders opting for the high-end intelligent driving assistance system [13] - Dongfeng Motor has officially entered the Polish market with three brands, showcasing a full range of products and establishing strategic partnerships for local sales and service [14] - NIO's entry-level electric vehicle, Firefly, is set to launch in the European market, with sales in the UK expected to start soon [15] International News - India has filed a complaint with the WTO against the US for increasing tariffs on automobiles, indicating a toughening stance in trade negotiations [16] - Italy's new car sales in May slightly decreased by 0.16% year-on-year to 139,390 units, with total sales for the first five months down by 0.54% [17][18] - Lucid Motors has signed a long-term supply agreement with Graphite One to strengthen its supply chain for raw materials in the US [19] - Mazda plans to produce its first pure electric vehicle in Japan by 2027, marking its entry into the electric vehicle market [20] Commercial Vehicles - Yuchai and XCMG have signed an international strategic cooperation agreement to enhance overseas development and establish service stations in the Eurasian region [21] - Suzhou Golden Dragon launched its new V-series buses in Dubai, marking a significant milestone in the UAE market [22] - The logistics industry in China reported a PMI of 50.6% in May, indicating continued expansion and growth in consumer logistics demand [23] - Fastech showcased its latest electric drive systems and solutions at the International New Energy Commercial Vehicle Exhibition, focusing on the electrification needs of heavy-duty and specialized vehicles [24][25]

Core Insights - NIO reported Q1 2025 revenue of RMB 12.035 billion, a year-on-year increase of 21.46% [1] - The company delivered 42,100 vehicles in Q1, a 40.1% increase year-on-year, with sales revenue from vehicles reaching RMB 9.939 billion, up 18.6% [1] - NIO's gross margin for vehicles was 10.2%, up 1.0 percentage points year-on-year, while overall gross margin increased to 7.6%, up 2.7 percentage points [1] - R&D expenses rose to RMB 3.18 billion, an 11.1% increase, while sales, general, and administrative expenses surged by 46.8% to RMB 4.4 billion [1] Financial Performance - Cash and cash equivalents, restricted cash, short-term investments, and long-term deposits totaled RMB 26 billion as of March 31, 2025 [3] - NIO expects Q2 vehicle deliveries between 72,000 and 75,000, a year-on-year growth of 25.5% to 30.7%, with total revenue projected between RMB 19.513 billion and RMB 20.068 billion, reflecting an 11.8% to 15.0% increase [3] - The company aims for profitability in Q4 2025, with monthly sales reaching 50,000 vehicles and a gross margin of 17% to 18% [3] Product and Market Strategy - NIO plans to deliver the L90 model in Q3 and the L80 and new ES8 models in Q4 2025 [4] - The company is focusing on cost-saving measures, including using battery swap stations instead of stores for marketing in lower-tier cities [4] - NIO will enter seven European markets between 2025 and 2026, launching five models, including the EL6 and EL8 [4][5] Partnerships and Collaborations - In Belgium and Luxembourg, NIO will collaborate with Hedin Mobility Group, while in Central and Eastern Europe, it will partner with AutoWallis to cover Austria and Hungary in 2025 [5]

Core Viewpoint - The rise of "ugly design" in the automotive industry reflects a shift in consumer preferences, particularly among younger generations, who are increasingly embracing products that defy traditional aesthetic norms and challenge mainstream beauty standards [1][19][20]. Group 1: Trends in Automotive Design - Chinese car manufacturers are intentionally adopting "ugly designs" as a strategic response to market demands, prioritizing functionality over aesthetics [2][24]. - The K-Car model by BYD exemplifies this trend, as it is designed to cater to the Japanese microcar market, aiming for a 40% market share by next year [8][24]. - The "ugly" design of models like Li Auto's MEGA and NIO's Firefly has sparked debate, yet they have successfully attracted attention and sales, indicating a shift in consumer acceptance [9][15][18]. Group 2: Cultural and Economic Implications - The popularity of "ugly things" among young consumers signifies a broader cultural movement against "refined aesthetics," allowing for personal expression and identity through unconventional design [19][20]. - Brands are leveraging this trend to create buzz and engage consumers, as seen with high-profile collaborations and unique product offerings that challenge traditional beauty standards [21][22]. - The emergence of "ugly design" in the automotive sector highlights the need for differentiation in a rapidly evolving market, particularly as electric and smart technologies become standard [24][25]. Group 3: Future Directions - The challenge for Chinese automotive brands lies in translating the success of "ugly design" in domestic markets to international markets, where cultural perceptions of beauty differ [24][25]. - To achieve global recognition, these brands must develop a coherent aesthetic logic that resonates with youth culture worldwide, moving beyond mere product output to cultural influence [25][26]. - The ongoing experiment with "ugly design" presents an opportunity for the automotive industry to redefine its narrative and establish a new paradigm in global automotive aesthetics [25][26].

Core Insights - The A00 and A0 class electric vehicles have shown remarkable performance in the pure electric vehicle market, with A00 class wholesale sales reaching 151,000 units, a year-on-year increase of 94%, capturing 21% of the market share, while A0 class sales reached 181,000 units, accounting for 25% of the market [1] Group 1: Market Performance - The introduction of the Wuling Hongguang MINI EV in 2020 opened a new era for the micro electric vehicle market, leading to significant sales growth in subsequent years, with A00 class sales reaching 1.08 million units in 2022 [1] - The micro electric vehicle market faced challenges due to rising raw material costs and insufficient product strength, leading to a decline in market share until 2024, when new models like Dongfeng Nano 06 and Chery QQ were launched [1][2] Group 2: Factors Driving Growth - The entry of major automakers such as BYD, Dongfeng, Geely, Chery, Changan, and NIO has enhanced the product strength of micro electric vehicles, with models like BYD Dolphin and NIO's Firefly brand focusing on high-end and differentiated offerings [2] - The "Two New" subsidy policy has further improved the cost-performance ratio of micro electric vehicles, with subsidies of up to 15,000 yuan available for consumers, making popular models like Wuling Hongguang MINI EV and Changan Lu-min available for as low as 20,000 yuan after subsidies [2] Group 3: Market Trends and Opportunities - The A00 micro vehicle market has achieved a 100% electrification penetration rate in 2023, positioning micro electric vehicles as leaders in the promotion of new energy vehicles in China [3] - The report by the China Electric Vehicle 100 Forum indicates that lower-tier markets will surpass higher-tier markets, with 44% of new energy vehicle owners in cities below the third tier, highlighting the competitive advantage of micro electric vehicles in these markets [3] - The promotion of micro electric vehicles through subsidies can effectively replace low-speed electric vehicles, enhancing safety and reducing traffic accidents [3] Group 4: Challenges and Recommendations - Despite significant growth opportunities, the micro electric vehicle sector needs to enhance product and technological capabilities, focusing on consumer demands for personalized, aesthetically pleasing, high-cost performance, and safety [4] - The charging infrastructure in rural areas remains inadequate, with coverage below 5%, necessitating improvements to support the growth of micro electric vehicles in county and rural markets [4]

Core Viewpoint - The article discusses the contrasting strategies of Xiaopeng Motors and NIO in the electric vehicle market, highlighting Xiaopeng's successful cost-cutting and management restructuring, while NIO struggles to replicate this success despite attempts to launch competitive products [2][20]. Group 1: Xiaopeng Motors' Performance - Xiaopeng Motors reported a revenue of 15.81 billion RMB in Q1 2025, a year-on-year increase of 141.5%, with a gross margin of 15.6%, up 2.7 percentage points [2][4]. - The company delivered 94,008 vehicles in Q1 2025, a 330.8% increase compared to the same period in 2024, surpassing its delivery guidance [4]. - Xiaopeng's successful models include MONA M03, P7+, X9, G6, and G9, with MONA M03 achieving over 100,000 deliveries in eight months [6][8]. Group 2: Cost Control and Management - Xiaopeng's gross margin improvement is attributed to cost reduction and economies of scale, with a focus on optimizing product mix and supply chain [7]. - The company emphasizes a "technology equality" strategy, aiming to lower the barriers to advanced technology through innovation [8]. - Xiaopeng has undergone significant organizational changes, including the replacement of 10 senior executives and restructuring of 30 key centers to enhance operational efficiency [16]. Group 3: NIO's Challenges - NIO's new model "Firefly" has underperformed, with only 470 units delivered since its launch, compared to Xiaopeng's MONA M03, which sold 3,200 units weekly [10][12]. - NIO's approach involves maintaining brand differentiation across its various models, which complicates cost management and resource allocation [13]. - Despite plans to achieve profitability by Q4 2025, NIO reported a net loss of 22.4 billion RMB in 2024, with a significant increase in losses in Q4 [15][16]. Group 4: Market Dynamics - The domestic market for vehicles priced below 100,000 RMB and between 100,000 to 150,000 RMB accounted for over 60% of total sales, indicating a strong demand in these segments [10]. - The competition in the electric vehicle sector is intensifying, with every cost and revenue decision becoming increasingly critical for manufacturers [20].

Core Viewpoint - The company smart is transitioning from being perceived as a small car brand to a more mainstream compact and mid-size SUV market, emphasizing a lifestyle approach rather than just small vehicles [1][2] Group 1: Product Strategy - Smart has introduced multiple models such as the 1, 3, and 5, with the 5 exceeding 4.7 meters in length, indicating a shift towards larger vehicles [1][2] - The brand aims to release a new model each year to cater to various market segments while maintaining its core values of "inspirational co-creation, warm technology, and new luxury" [2] - Despite the shift to larger vehicles, smart maintains a focus on design aesthetics and user experience, opting not to excessively increase vehicle dimensions for profit [3] Group 2: Market Positioning - Smart's CEO emphasizes that relying solely on the small car segment is insufficient for sustaining the brand, highlighting a broader lifestyle vision [2][3] - The company acknowledges the competitive landscape, where traditional brands like NIO are also exploring smaller vehicle markets, indicating a shift in consumer preferences [3] Group 3: Global Expansion - Smart is implementing a "Southward and Westward" global expansion strategy, targeting markets in ASEAN, Australia, the Middle East, and Africa, with plans to enter more than 10 overseas markets by 2025 [6][7] - The brand has already entered 37 global markets and aims to enhance its presence through partnerships with local dealerships [7] Group 4: Sales Performance - In 2024, smart's global sales reached 129,700 units, a 7% increase year-on-year, while sales in China fell by 19.37% to 33,427 units, missing the annual target of 50,000 units [6][7] - To boost sales in China, smart has introduced a fixed-price purchasing strategy for its models, aiming to attract more customers [7]

Core Viewpoint - The Chinese automotive industry is experiencing a slowdown in export growth, particularly in the electric vehicle (EV) sector, prompting companies to shift their strategies towards plug-in hybrid vehicles (PHV) and reassess their export plans [1][8]. Group 1: Export Growth Trends - From 2021 to 2024, the annual growth rate of Chinese automotive exports reached between 20% and 100%, but it is projected to decline to 6% in 2025 [1][7]. - In 2024, the export growth for fuel vehicles is expected to be 23.5%, while the growth for new energy vehicles (NEV) is only 6.7%, with a 10.4% decrease in pure electric vehicle exports [7][8]. - The total export volume for 2025 is forecasted to reach 6.2 million units, marking a significant drop from previous years [7][8]. Group 2: Strategic Shifts by Companies - BYD is transitioning its focus from EVs to PHVs in response to the declining demand for pure electric vehicles in Europe and Southeast Asia [1][8]. - NIO plans to launch its high-end pure electric small car brand "Firefly" in 16 countries by 2025, with a starting price of 119,800 yuan in China [5][6]. - Xiaomi is also entering the automotive market, planning to establish a pure electric vehicle R&D base in Germany by 2027 [7]. Group 3: Market Challenges - The slowdown in EV exports is attributed to various factors, including tightening car loan approvals in Thailand and inadequate charging infrastructure [8]. - The European Union is set to impose additional tariffs on Chinese EVs starting in October 2024, which could further complicate market access for Chinese manufacturers [8]. - Despite the technological advancements of Chinese vehicles, European brands maintain a stronger market influence, as noted by industry designers [8].