2025年前11个月，中国乘用车市场新能源渗透率已达53.6%。2024年这一数字为48.9%，2023年是35.7%。再往前数，2022年27.6%、2021年14.8%、2020年 5.8%。如果说2020年—2022年是中国新能源车重要的起步阶段，2023年—2025年就是新能源车为了生存和发展而迈入的大战阶段。 汽车智能化转型带来的行业飞速发展，让新能源车从起步阶段一下进入大战阶段，这是始料未及的。行业面临高压竞争，随之而来的成本压力、销量压 力、创新压力一股脑儿的涌来，增收不增利的怪圈让整个行业头痛。 "短短40天，我们从一个新品牌升级成了新公司，我们自己说这是'厂二代'的迭代。"奕派科技整合东风三大自主品牌风神、奕派、纳米三个品牌后，奕派 科技相关负责人将其看作汽车央企在应对行业变革时的果断决策。 2025年像奕派科技一样完成品牌整合的车企不在少数。临近年末，多家车企也启动了品牌整合规模，"化零为整"将品牌矩阵优势互补，集中力量办大事迎 接汽车产业变革机遇。 集中资源以"整合之力"主动破局 多家头部车企从过去的"多品牌扩张"转向"资源聚焦与协同"，是应对内卷式竞争的重要战略选择。 面对当下市场白热 ...

产品力方面，示界06有一定亮点，如底盘调校由标致雪铁龙团队操刀，麋鹿测试75km/h的成绩媲美20万元级车型，但在智能化方面却表现平平。其配备的 8155芯片和L2级智驾，与银河E5全系激光雷达、零跑C10搭载的8295芯片相比，缺乏激光雷达和连续语音交互功能，竞争优势难以显现。 更让消费者对示界06提不起兴趣的，或许还在于其存在"换壳"的嫌疑。其外观与风神SKY EV01高度一致，仅更换了车标LOGO；内饰设计与风神L7相似， 主要区别也仅体现在方向盘车标LOGO上。虽然三款车同属东风自家产品，资源共享可节约成本，但在消费者眼中，这却是品牌缺乏诚意的表现，难以提起 消费者的兴趣。 作为示界背后的品牌，神龙汽车也一直被销量所困扰。2016年，其从巅峰时期的71万辆骤降至60万辆，此后连续8年持续下滑。2020年启动的"元+"计划 和"五心守护行动"虽带来短暂回暖，但未能扭转长期颓势。神龙汽车2023年销量同比下滑35.81%，2024年同比下降15%，2025年前10个月同比跌幅扩大至 24.9%。这种断崖式下跌的背后，是产品结构与市场需求的严重错位。当中国新能源汽车市场以年均40%增速狂奔时，神龙汽车新能源 ...

Core Viewpoint - Dongfeng Yipai Automotive Technology Company has launched the "Future Wings" strategy, focusing on four strategic pillars: technology, products, brand, and overseas expansion to drive high-quality development [1] Group 1: Technology and Product Strategy - Technology is considered the foundation of Yipai Technology, emphasizing safety, driving control, intelligence, and quality as key technological advantages [1] - The company aims to measure product value based on user satisfaction, indicating that user approval is paramount [1] - Yipai Technology has developed several technology brands, including Quantum Architecture, Mach Power, and Tianyuan Intelligence, and has launched new electric vehicle models such as eπ007, 008, and others [1][2] Group 2: Sales Performance - In 2024, the combined sales target for the three brands is set at 213,000 units, representing a year-on-year increase of 82.4% [1] - The sales growth for the first half of this year is reported at 43.7%, outperforming the industry average [1] Group 3: Organizational Restructuring - Dongfeng Automotive Group has restructured its passenger vehicle business to enhance operational quality and efficiency, consolidating R&D, production, supply chain, sales, and service under Yipai Technology [1][2] - The new structure allows for closed-loop management across the entire value chain, improving decision-making efficiency and resource allocation [2] Group 4: Brand Strategy - The brand strategy is summarized as "Yipai moving up, Fengshen moving new," focusing on integrating Dongfeng Nano into Yipai and developing high-end smart products in collaboration with Huawei [2] - Fengshen is positioned as a "smart family car brand," targeting a new lifestyle for families [2] Group 5: Global Market Expansion - Yipai Technology aims to expand its global presence, with models already available in over 40 countries and regions [3] - The annual sales target is set at 1.5 million units, with Yipai brand expected to contribute 1 million units and Fengshen brand targeting 500,000 units [3] Group 6: Industry Context - The automotive industry is undergoing significant changes due to electrification and intelligence, reshaping competitive dynamics [4] - The development of Yipai Technology is crucial for Dongfeng Automotive Group's position in the domestic automotive market [4]

Core Insights - Dongfeng Motor is actively developing its new energy vehicle strategy, showcasing a comprehensive strategic layout that adapts to the transition towards new energy [1] - The company aims to achieve a target of 1 million new energy vehicles, supported by a strong product matrix and technological advancements [1][2] Group 1: Sales and Market Performance - In the first five months of this year, Dongfeng Motor delivered a total of 905,000 vehicles, with 536,000 from its own brands, and achieved the highest market share in the domestic heavy truck sector [1] - Exports reached 94,000 units, marking a year-on-year increase of 4.9%, with exports of its own brands and new energy vehicles growing by 30% and 331% respectively [1] Group 2: Product Development and Technological Advancements - Dongfeng has launched several new products, including the luxury smart off-road SUV M817 and the Lantu FREE+, which features Huawei's ADS 4 and HarmonySpace 5 [2] - The company has established a comprehensive power brand system covering energy-saving, hybrid, and pure electric vehicles, along with three major passenger car platforms [2] Group 3: Innovation in Hydrogen Energy - Dongfeng holds the highest number of invention patents in the hydrogen energy sector and has developed the first full-power fuel cell passenger vehicle in China [3] Group 4: Industry Chain and Ecosystem Layout - The company is focused on controlling core resources in the new energy vehicle industry chain, achieving significant sales in pure electric drive assemblies and breaking foreign monopolies in IGBT technology [4] - Dongfeng is also building a smart charging ecosystem and has launched advanced charging stations, promoting battery operation and recycling initiatives [5] Group 5: Brand Development and Recognition - Dongfeng Motor has improved its ranking in the central enterprise brand construction report, now positioned 7th overall and maintaining the top spot in the automotive industry for four consecutive years [5]

Group 1 - The core theme of the 2025 New Energy Vehicle (NEV) rural promotion activity is "green, low-carbon, intelligent, and safe," aimed at empowering new rural areas and enhancing transportation options [1] - Eight models from Dongfeng Motor Group, including the Dongfeng Yipai eπ007, eπ008, and others, have been selected for the initiative, showcasing a diverse range of electric and hybrid vehicles that meet rural consumers' needs for economic, multifunctional, and reliable transportation [1] - The initiative includes a comprehensive set of supporting policies such as tax reductions, trade-in support, and local purchase coupons, alongside exclusive discounts and after-sales packages from car manufacturers to lower the purchasing threshold for consumers [1] Group 2 - From January to April this year, China's rural retail sales of consumer goods reached 21,412 billion yuan, with a year-on-year growth of 4.8%, indicating that rural areas are becoming a new consumption market [2] - Over the past five years, more than 400 NEV models have been included in the "rural vehicle" directory across over ten provinces, with cumulative sales nearing 15 million units, highlighting the growing acceptance of NEVs in rural markets [2] - Dongfeng Motor's selection of multiple models for the rural initiative demonstrates its comprehensive layout and strong supply capabilities in the NEV sector, reaffirming its commitment to serving urban and rural consumers [2]

米斯兹之子 成就新汽车人 l B 0 ala E L I 规 跨 实 战 জ 野 界 国 / 推 撰 文 / 牛 跟尚 设 计 / 赵昊然 东风倾力18载打造的自主乘用车嫡长子东风风神，在2024年再次遭遇至暗。 从2022年19万辆的巅峰，滑到2024年11万辆的近四年新低。这让在2023年2月6日高位接盘的原东风 乘用车公司副总经理、东风乘用车销售有限公司副总经理师建兴卸任东风风神营销事业部总经理， 另有任用。 2025年1月14日，东风乘用车销售有限公司干部大会发布人事变动，同为80后的东风风神旧将，岚 图汽车销售服务有限公司水平事业部高级总监邓留超，出任东风乘用车销售有限公司党委委员、东 风风神营销事业部副总经理。 邓留超，2008年7月大学毕业后加入东风乘用车公司市场营销部，从公司副总经理、营销总经理的 秘书干起，后转岗大区销售督导，凭着下车伊始的冲劲和耳濡目染的聪慧，成为西北、湖北等大区 销售总监，先后任销售部部长助理、市场销售部副部长、销售部总经理，营销总部副总经理、新能 源营销部总经理、出行营销部总经理。2024年辗转到岚图汽车负责他所擅长的大客户业务。 "留超是个用命做事的人，总在一线亲力亲 ...

实践证明，"颁奖现场将更多时间留给大家做获奖感言，请大家说一下这一年的酸甜苦辣咸"的效果特别好（详见 《24位一线营销人对2024年车市点评 及新年展望》 ）。 根据金轩奖组委会授权，汽车商业评论和金轩研究院（原金轩号）的微信公众号将独家发布这些获奖理由。 一、年度营销创新团队（5个） 1 、一汽-大众 撰文 / 牛 跟 尚 设计 / 师 超 2025年1月6日，第十一届金轩奖颁出57个金奖，其中只有年度团队金奖现场宣读了颁奖词。其他获奖企业和组织也想知道评委们如何评价本品牌此次的 申报案例。 "我们的评委在评审时精心书写了200-300字的获奖理由，如果串起来就有1万多字，读起来需要50分钟。" 金轩奖评委会兼金轩研究院秘书长对此表示, 为了节省大家宝贵的时间，组委会决定，只公布案例名称，获奖理由将在后续推广中传播。 获奖理由： 2024年位居厂商销量前列，合资厂商前茅，在合资品牌集体遇到严峻挑战时基本盘向好，积极与本土科技企业合作，共同开发面向未来、 符合中国消费者需求的新车型。 2 、问界汽车 获奖理由： 均价50万元以上的车型累计销量超过20万辆，细分市场排名第一，在中国高端汽车市场和中国汽车品牌向上 ...

撰文 / 牛跟尚 设计 / 师 超 1月6日，新年伊始，万象更新。以"汽车品牌创新推动力"为主题的第十一届金轩盛典典礼在北京举行。现场颁发"年度营销创新团队金奖""年度作品类 金奖""年度案例类金奖""年度公益与社会责任金奖""年度营销机构金奖"等50多项荣誉。这些年度金奖是从110个申报案例经过初评和终审按照票数及评 审委员会讨论产生。 来自一汽、东风、上汽、长安、北汽、奇瑞、广汽、江淮、吉利、长城、赛力斯、蔚来、零跑等汽车集团旗下40多个品牌以及固特异、汽车之家、中汽 传媒、迪光数字等汽车全生态链50多家板块（子分公司）及营销单元榜上有名，100多位汽车营销高管、总监、经理和行业专家、高校教授与学者，见 一个个精彩的营销案例如璀璨的星辰，照亮了商业的苍穹：从整合营销的宏大布局到事件营销的震撼出击，从 IP 营销的创意联动到公益营销的温暖传 递，每个获奖案例都是智慧和汗水的结晶，是创新和突破的象征。它们不仅为企业带来了荣耀和发展，更为整个汽车营销行业树立了新的标杆，指引了 前进的方向。 领取营销创新团队奖的一汽-大众销售有限责任公司媒介中心部长刘耿表示，回首2024年的核心词就是感谢，感谢社会各界、感谢广大 ...