作者 | 第一财经 武子晔 中国市场是德系豪华车企在全球最重要的市场之一。近两年来，问界、理想等中国汽车品牌凭借智能化电动化优势，在30万元以上市场加速抢夺豪华车市 场份额。业内普遍认为，豪华品牌过去依赖的机械性能和品牌溢价，在智能电车时代不足以支撑其竞争力，面临市场竞争，BBA（奔驰、宝马、奥迪） 在终端价格豪华品牌终端价格已出现大幅跳水。 从电动车市场上来看，目前仅有宝马推出的电动车具有一定的声量，但与国内新能源车企销量仍存在差距。而奔驰、奥迪和保时捷电动车市场表现较差。 其中，今年第一季度，奔驰高层公开表示，EQ系列将不再独立运作，回归到主流产品序列。近日，奔驰首席技术官Markus Schäfer确认，公司将逐步弃 用"EQ"子品牌，未来电动车型将采用"Electric"命名方式。在今年上海车展前夕，奔驰推出了基于纯电MMA平台首款国产车型全新纯电长轴距CLA，该车 将于今年秋季上市。 在经历了上半年销量滑坡后，德系豪华车企三季度在中国市场的表现并未改善。 而在超豪华品牌中，保时捷是最早推出纯电动车的品牌。不过，保时捷未针对中国市场开发专属车型，推出的产品在市场上的表现未能达到预期。今年9 月份，保时 ...

2025.10. 09 本文字数：1488，阅读时长大约3分钟 作者 | 第一财经 武子晔 保时捷官方网站发布的前三季度销量信息显示，导致这一下降的主要原因仍是市场环境严峻，尤其是 在豪华车细分市场，以及中国市场竞争激烈。保时捷方面称，公司重点仍在于以价值为导向进行销 售。根据2024年财报会上披露的信息，2025年开始，保时捷启动了全面重组计划。对于中国市场， 保时捷将坚持"质大于量"的战略，主动优化经销商网络，并加速本地研发。 中国市场是德系豪华车企在全球最重要的市场之一。近两年来，问界、理想等中国汽车品牌凭借智能 化电动化优势，在30万元以上市场加速抢夺豪华车市场份额。业内普遍认为，豪华品牌过去依赖的 机械性能和品牌溢价，在智能电车时代不足以支撑其竞争力，面临市场竞争，BBA（奔驰、宝马、 奥迪）在终端价格豪华品牌终端价格已出现大幅跳水。 从电动车市场上来看，目前仅有宝马推出的电动车具有一定的声量，但与国内新能源车企销量仍存在 差距。而奔驰、奥迪和保时捷电动车市场表现较差。其中，今年第一季度，奔驰高层公开表示，EQ 系列将不再独立运作，回归到主流产品序列。近日，奔驰首席技术官Markus Schäfer ...

在经历了上半年销量滑坡后，德系豪华车企三季度在中国市场的表现并未改善。 销量下降27%，奔驰怎么混成了BBA中的差生？ 保时捷近年来在中国市场则持续在走下坡路。保时捷于2001年进入中国市场，此后销量不断攀升，2015 年中国成为保时捷全球最大的单一市场，在销量巅峰时期的2021年，保时捷在华销量逼近10万辆。2022 年，保时捷在中国市场的销量首次下降（同比下降2.5%），2023年开始销量承受较大压力，当年保时 捷在全球市场共交付32万辆新车，同比增长3.3%，北美、欧洲等多个区域市场实现销量同比提升，但 中国地区交付量为7.9万辆，同比下跌15%。2024年，保时捷在中国市场交付量仅为5.69万辆，同比下降 28%。今年前三季度，保时捷在中国市场销量为32.2万辆，同比下降26%。 保时捷官方网站发布的前三季度销量信息显示，导致这一下降的主要原因仍是市场环境严峻，尤其是在 豪华车细分市场，以及中国市场竞争激烈。保时捷方面称，公司重点仍在于以价值为导向进行销售。根 据2024年财报会上披露的信息，2025年开始，保时捷启动了全面重组计划。对于中国市场，保时捷将坚 持"质大于量"的战略，主动优化经销商网络， ...

Core Viewpoint - The article highlights the significant decline in sales and profits of Mercedes-Benz, a century-old luxury car brand, amidst fierce competition from domestic Chinese brands and a challenging market environment [2][4][21]. Financial Performance - Mercedes-Benz reported a net profit drop of nearly 69% year-on-year for Q2 2025, with revenue falling to €33.153 billion from €36.743 billion, a decrease of 9.8% [5]. - For the first half of 2025, total revenue was €66.377 billion, down 8.6%, and net profit decreased by 55.8% to €2.688 billion [5]. Sales Decline - In the first half of 2025, global deliveries of Mercedes-Benz vehicles fell by approximately 8% to around 1.0763 million units, with passenger car sales down 6% [7]. - The Chinese market, which is the largest single market for Mercedes-Benz, saw a 14% decline in sales, with Q2 sales dropping 19% [7]. Market Competition - Domestic brands like BYD and Geely are experiencing strong growth, with BYD's sales reaching 2.146 million units, a 33.04% increase, while Geely's sales surged by 126% [8]. - Mercedes-Benz's performance in the electric vehicle segment is lagging, with a 14% drop in pure electric vehicle deliveries, while competitors like BMW and Audi reported significant growth in their electric models [9][10]. Strategic Responses - In response to declining sales, Mercedes-Benz has initiated price cuts across its model range, with discounts reaching up to 15% [11]. - The average selling price of Mercedes-Benz vehicles fell by 5.73% to ¥381,600 [12]. - The company is also undergoing a restructuring of its dealership network, with several dealerships being closed or terminated [14][17]. Workforce Adjustments - Mercedes-Benz is reportedly negotiating with employees regarding job arrangements due to business restructuring, primarily affecting sales and automotive finance sectors [20]. Industry Transformation - The article emphasizes that the luxury car market is undergoing a transformative shift, with traditional players like Mercedes-Benz facing unprecedented challenges from emerging competitors [21].

Core Insights - Mercedes-Benz's global automotive and van sales declined by 9% year-on-year, totaling 547,100 units in Q2 2025, with a significant drop in battery electric vehicle (BEV) sales by 18% to 41,900 units [1][3] - The North American market saw a 14% decrease in sales, while the Chinese market experienced a severe decline of 19%, contributing significantly to the overall performance downturn [1][3] Sales Performance - Total sales for Mercedes-Benz Group in Q2 2025 were 547,100 units, reflecting a 3% increase from Q1 2025 but a 9% decrease compared to Q2 2024 [3] - BEV sales specifically dropped by 8% from Q1 2025 and 18% from Q2 2024, totaling 41,900 units [3] - Sales by segments showed a mixed performance, with the Top-End segment remaining flat at 64,800 units, while the Core segment increased by 4% to 273,800 units [3] Regional Sales Breakdown - In Europe, sales increased by 7% to 159,700 units, with Germany showing a notable 16% rise [3] - Asia's sales decreased by 5% to 189,200 units, with China experiencing a significant 19% drop to 140,400 units [3] - North America saw a 5% increase in sales to 80,600 units, with the U.S. market up by 11% [3] Quality and Trust Issues - Mercedes-Benz faced quality and trust crises, including recalls affecting 16,100 vehicles due to safety hazards related to the fuse box and battery management system [3][4] - The company also dealt with widespread issues in its vehicle navigation systems, impacting several popular models [4] Strategic Adjustments - To address market changes, Mercedes-Benz plans to reduce production costs by 10% by 2027 and is focusing on enhancing its electric vehicle lineup [5] - The company aims to launch new models, including pure electric and plug-in hybrid vehicles, starting in 2025, and plans to introduce several models tailored for the Chinese market [5] - Despite challenges, Mercedes-Benz remains committed to the Chinese market, with plans for additional investments exceeding 14 billion RMB to enhance local product offerings [5]