Core Viewpoint - The July 2025 "Pickup First Influence Index" shows a significant decline in overall scores for pickup brands, indicating a competitive landscape where mid-tier brands are increasingly vying for consumer attention during the traditional sales off-season [1][4][18]. Ranking Summary - The top ten pickup brands in July 2025 are Changan, Great Wall, Zhengzhou Nissan, Radar, Jianghuai, Ford, Jiangxi Isuzu, JMC, Foton, and SAIC Maxus, with a total score of 1432, reflecting a month-on-month decline of 13.00% and a year-on-year decline of 0.14% [1][3]. - Changan and Great Wall maintain their positions at the top, but their scores have noticeably decreased, while the competition among mid-tier brands has intensified, with small score differences indicating potential volatility in rankings [4][18]. Performance and Marketing Activities - In July, no new models were launched, but brands focused on showcasing product performance through various marketing activities, emphasizing technical capabilities and real-world testing [7][9]. - Zhengzhou Nissan launched a new off-road technology brand "ZNA LAB," highlighting its advanced performance features, including a hybrid system capable of 800 Nm torque and 320 kW power output [7]. - Radar's EM-P pickup completed a significant challenge at Mount Everest, demonstrating its capabilities in extreme conditions and setting a benchmark for electric pickups [9]. - Jiangling's off-road version of the pickup was showcased at the Azerbaijan Energy Week, enhancing brand recognition in international markets [11]. Social Responsibility and Community Engagement - Pickup brands are increasingly integrating social responsibility into their marketing strategies, with several brands actively participating in disaster relief efforts during heavy rainfall in July [13][17]. - Changan sponsored the 2025 Hulunbuir Chenqi One-Year Horse Endurance Race, successfully merging product promotion with local cultural events [15]. - Great Wall donated 5 million yuan for flood relief efforts, while other brands like Zhengzhou Nissan and Jianghuai also engaged in community support initiatives [17]. Market Outlook - Despite the off-season, the pickup market shows resilience, with brands expected to ramp up marketing efforts as the traditional sales peak approaches [18].

Core Insights - The "China Automotive Brand Influence Index" was officially launched to address industry pain points such as data silos and lack of credibility in traditional assessments [1][5] - BYD has surpassed Volkswagen to become the top passenger car brand, while Xiaomi's new SUV, the YU7, achieved over 240,000 orders in just 18 hours, marking a significant entry into the market [1][3] - The index highlights the rise of domestic new energy and technology brands, reshaping the competitive landscape of the automotive industry [3][4] Passenger Vehicle Market - BYD achieved a cumulative sales figure of over 800,000 units in Q2, with a year-on-year growth of nearly 100%, leading to a score of 789.54 in the index [3][7] - Xiaomi's entry into the market with the YU7 has resulted in a user satisfaction score of 4.55 and a low complaint rate, propelling it to the second position in the index [3][5] - New entrants like Geely and Hongmeng Zhixing have also made it into the top ten, indicating a shift away from traditional joint ventures and foreign brands [3][4] Commercial Vehicle Market - Dongfeng Heavy Truck has risen to the top of the heavy truck influence rankings due to high user satisfaction and low complaint rates [4][5] - Geely's Radar Automotive has seen a nearly 200% increase in sales, securing the second position in the pickup truck category [4][6] - The light commercial vehicle sector is witnessing a shake-up, with Changan and Geely breaking the dominance of traditional fuel-powered brands [4][6] Brand Influence Dynamics - The index reveals that brand influence is driven by a balance of communication volume and user reputation, with both elements being essential for sustained success [5][6] - Dongfeng Heavy Truck's success is attributed to its high user satisfaction and low complaint rates, while Xiaomi's rise is linked to significant online engagement and positive user feedback [5][6] - Traditional brands like Volkswagen are facing challenges due to lower satisfaction and higher complaint rates, indicating a need for improvement in product quality and user experience [5][6] Evaluation Framework - The index employs a comprehensive evaluation model that integrates various dimensions such as communication reach, reputation, market performance, and asset attributes [7][8] - BYD's leading position is supported by its impressive quarterly sales of 828,000 units, while Xiaomi's high second-hand car retention rate of 80.67% reflects strong brand asset attributes [7][8] - The index introduces new dimensions to assess the impact of electrification and intelligence on brand competitiveness, including technology asset quantification and user experience metrics [8]

Group 1 - The core viewpoint is that the new energy pickup truck market is rapidly growing, with a significant increase in sales driven by plug-in hybrid technology [1][3] - In the first quarter of this year, the sales of new energy pickup trucks in China increased by 180% year-on-year, with March sales up by 220% [1] - The trend indicates that plug-in hybrid pickup trucks are expected to replace 30% of the fuel pickup market share in the next three years [1] Group 2 - The introduction of plug-in hybrid pickup trucks is closely related to upcoming regulatory requirements, which will impose a 10% reduction in fuel consumption for pickups starting January 1, 2026 [3] - The demand for plug-in hybrid technology is driven by the practical usage scenarios of pickup trucks, which need to be versatile in terms of load capacity and maintenance convenience [4] - Companies are developing plug-in hybrid pickups to meet specific market needs, with examples including the launch of various models at the Shanghai Auto Show [1][4] Group 3 - The market for new energy pickups is also influenced by the integration of technology, such as the development of smart platforms for drones and energy management [4] - In March, the sales volume of Geely Radar's new energy pickup exceeded 1,228 units, marking a 122.5% month-on-month increase and a 280.2% year-on-year increase, achieving a 63.2% market share [4] - Geely Radar plans to invest 5 billion yuan in R&D for "super electric hybrid technology" and aims to launch a hybrid pickup with L4-level autonomous driving by 2026 [6]