全国乘联分会秘书长崔东树认为，此轮车企的降价不是"价格战"，而是价格的合理回归。但展望2026 年，车企的降价势头仍将持续。 自主品牌同样坐不住。1月8日晚间，新能源汽车销冠比亚迪出手，与往年一样，以秦系列为抓手，新款 秦L插混车将纯电续航里程从120公里拉升到210公里，但起售价却从11.98万元降至11.68万元，同时， 比亚迪还将纯电续航210公里的插混车价格打进了8万元区间，再次激起了新能源汽车市场的新一轮竞 争。 据第一财经不完全统计，从1月1日至今，已有20多家车企、共计超75款车型发布了限时促销活动，且促 销形式多样化。部分车型直接采用现金补贴，部分车型玩起"一口价"卖车，部分车型则采用金融贷款3 年免息或5年免息的策略，部分车型叠加置换补贴、"补上加补"。 2026年开局，中国汽车市场新一轮竞争随之开启，车企一方面开启促销优惠，另一方面加推改款车型增 配不增价。但与去年不同的是，今年车市的激烈竞争来得更早。 元旦，宝马旗下31款车型官宣降价，降价幅度最高可达30万元。一石激起千层浪，一汽大众、一汽丰 田、长安马自达、东风日产、东风本田、广汽丰田等超5家合资品牌也竞相促销，限时优惠补贴在1万元 ...

元旦，宝马旗下31款车型官宣降价，降价幅度最高可达30万元。一石激起千层浪，一汽大众、一汽丰 田、长安马自达、东风日产、东风本田、广汽丰田等超5家合资品牌也竞相促销，限时优惠补贴在1万元 ～5万元。 自主品牌同样坐不住。1月8日晚间，新能源汽车销冠比亚迪出手，与往年一样，以秦系列为抓手，新款 秦L插混车将纯电续航里程从120公里拉升到210公里，但起售价却从11.98万元降至11.68万元，同时， 比亚迪还将纯电续航210公里的插混车价格打进了8万元区间，再次激起了新能源汽车市场的新一轮竞 争。 2026年开局，中国汽车市场新一轮竞争随之开启，车企一方面开启促销优惠，另一方面加推改款车型增 配不增价。但与去年不同的是，今年车市的激烈竞争来得更早。 据第一财经不完全统计，从1月1日至今，已有20多家车企、共计超75款车型发布了限时促销活动，且促 销形式多样化。部分车型直接采用现金补贴，部分车型玩起"一口价"卖车，部分车型则采用金融贷款3 年免息或5年免息的策略，部分车型叠加置换补贴、"补上加补"。 全国乘联分会秘书长崔东树认为，此轮车企的降价不是"价格战"，而是价格的合理回归。但展望2026 年，车企的降价势头 ...

Core Insights - The new policy for electric vehicle (EV) purchase tax has been implemented in 2026, reducing the previous full exemption to a 50% reduction, resulting in a 5% tax rate for consumers [2][4] - The subsidy policy has shifted from fixed amounts to a percentage of the vehicle price, although the maximum subsidy remains unchanged, leading to a decrease in support for lower-priced models [2][4] Group 1: Market Reactions - Car manufacturers and dealerships are increasing promotional efforts to attract hesitant buyers, aiming for a strong start to the 2026 market [2][3] - During the New Year holiday, there was a notable increase in customer inquiries and test drives, with sales staff working in larger numbers to accommodate demand [3][5] - Many dealerships are advertising their sales achievements to draw in more customers, with some offering cash discounts and trade-in subsidies [3][4] Group 2: Specific Company Strategies - Li Auto is offering varying discounts based on model, with significant reductions for popular models like the L6 and L7 [4] - NIO and other new energy brands are implementing "bottom line" measures to offset the increased purchase tax, such as cash subsidies and price reductions [6][7] - Tesla has not introduced any compensatory measures for the new tax policy but continues to see strong customer interest and sales [7] Group 3: Sales Performance - Some dealerships reported high sales volumes during the holiday, with one store selling over 10 new energy vehicles in a single day [8][9] - Despite the increased costs from the new tax, many brands are still experiencing robust sales, indicating strong market demand [8][9] - The introduction of new models and promotional strategies is expected to maintain consumer interest and sales momentum in the coming months [10][11]