这一次，乐道找对节奏了吗？ 作者 丨高珮莙 一位老人出现在副驾驶位，轻轻挪动身体适应座椅，在车内四下环顾，眼神中流露出满意。戴孙悟 空面具的小男孩在二排座椅上舞动着金箍棒，更多好奇的小脑袋凑过来，面对镜头露出兴奋的笑 容。 镜头拉远，贴着红色福字、挂着红色灯笼的农家院前，衣着平常的男女老少们围着一辆崭新的乐道 L90，评头品足。 在乐道L90的宣传片里，主角从面容精致的专业演员换成了以家庭为核心的普通消费者，画面从力求 完美的精致生活切换到了更接地气的真实场景。 蔚来创始人、CEO李斌在长达3个小时的马拉松式发布会上，也几乎没有提及黑科技、豪华、BBA等 高大上的词汇，而是把"空间""安全""省钱"挂在嘴边。他们甚至专门编了一段通俗易懂的宣传 语："座座都是VIP，6人10座无压力，前后都能装行李。" 更重要的是，这款六座大三排SUV给出了颇有诚意的预售价：整车购买27.99万元起，电池租用方式 购买19.39万元起。预售期间下订并在8月31日前锁单，可享2000元预订金抵扣5000元购车款，再赠 送5000元选装基金。 作为对比，这类车型在目前市场上的起售价通常在30万~35万元之间。 正如蔚来总裁秦力洪所 ...

点 击 蓝 字 关 注 我 们 | 目录 | | | | | | | --- | --- | --- | --- | --- | --- | | 序号 | 生产厂商 | 子车型 | 上市时间 细分市场及车身结构 | | 工程更改规模 | | 1 | 蔚来汽车 | 蔚来 ET5 | 2025 / 07 / 04 | B NB | NM | | 2 | 蔚来汽车 | 蔚来 ET5T | 2025 / 07 / 04 | B Wagen | NM | | 3 | 蔚来汽车 | 蔚来 EC6 | 2025 / 07 / 09 | A NB | MCE1 | | র্য | 奇瑞汽车 | 风云A9L | 2025 / 07 / 08 | C NB | NP | | 5 | 吉利汽车 | 帝豪 400万纪念款 | 2025 / 07 / 09 | A NB | MCE1 | | 6 | 零跑汽车 | 零跑 C11 | 2025 / 07 / 10 | B SUV | MCE3 | | 7 | 智马达汽车 | smart精灵#3 | 2025 / 07 / 10 | A SUV | MCE1 | | 注:工改授定义 全新产 ...

毒辣的阳光，聒噪的蝉鸣，浓密的树荫，都在宣告着2025年的旅程已行至过半。回头看，上半年的汽车行业品尝了新能源汽车快速发展带来的 甜蜜滋味，却也在"内卷"的阵痛中不断反省与纠偏。 今年上半年，行业迎来了产销（1～4月）突破千万辆的历史时刻，也被迫面临全球贸易的重重壁垒；半固态电池、智能辅助驾驶、超快充等关键技 术取得突破性进展的同时，"车圈淘汰赛"仍然在残酷进行；车企纷纷加速资源整合步伐，相关部门开始对各种不规范行为"拨乱反正"……可以说， 中国汽车产业虽身处混沌，却笃定向前，走向澄明之境。本报通过10个关键词，和读者一同回顾汽车行业不平凡的上半年。 1 加力扩围 政策组合拳激发市场潜力 1月8日，"两新"政策在万众瞩目中正式发布，给整个汽车市场吃下"定心丸"。政策对2025年汽车以旧换新加力扩围：一是将符合条件的国四排放标 准燃油乘用车纳入可申请报废更新补贴的旧车范围；二是将老旧营运货车报废更新补贴范围扩大至国四及以下排放标准营运货车，并将进一步提高 新能源城市公交车及动力电池更新等补贴标准。随后，商务部等8部门办公厅联合印发《关于做好2025年汽车以旧换新工作的通知》，进一步明确汽 车报废更新补贴范围和标 ...

点击上图▲立即收听 " 从放牛娃、留守儿童到县状元，然后进了中国最好的大学，期间打了几十份工，出来连续创业。蔚来是一个很性感的故事，而李斌的经历是一个特别典型的中国故 事。 " —— 吴晓波 文 / 巴九灵（微信公众号：吴晓波频道） " 我们补办一个交车仪式吧。 " 吴老师笑着接过李斌递过来的钥匙和鲜花，在一个名为 " 牛屋 " 的地方，他正式成为蔚来 ET9 车主团的一员。 所谓的 " 牛屋（ NIO HOUSE ） " ，是蔚来车主给蔚来中心取的绰号，这座后未来主义风格的圆形建筑连接着工厂的四大车间：冲压、车身、涂 装、总装。工厂园区里，任何人都能进来逛逛，看看产线，或在牛屋里喝一杯咖啡。 吴老师与李斌在"牛屋" 在一众企业家学员的见证下，吴晓波频道标杆工厂 · 蔚来先进制造新桥二工厂站的走访之旅正式开始了。 尽管近四十摄氏度的合肥犹如 " 人体烤箱 " ，八点半的太阳已然毒辣，压得人直不起头，但李斌对于介绍自家工厂早已轻车熟路。去年暑假，他 曾带一群小朋友参观工厂，一趟下来换了四套衣服。 而在去往车间的途中，出现了两种声音。 " 有个企业家一口气订了 20 辆蔚来。 " 一位学员对李斌悄悄说道。参访团中 ...

近日，蔚来推出了新ET5、新ET5T与新EC6的"冠军纪念版"车型，定价从31.6万元起。 看上去这是一次产品上的小幅更新，但其实更像是一场品牌意义上的承前启后——用一枚"冠军"勋章， 以"Formula E夺冠十周年"为名，试图在纪念与情绪之间，寻找一次品牌向上的切入点。 当下的智能电动车市场，早已从新势力与旧势力的对垒，变成了现金流与梦想的博弈。蔚来选择在2025 年二季度销量回暖节点，推出这组带有仪式感的纪念车型，也是其重启信心引擎的一次提速。 十年一轮回，"冠军"回归的不只是身份认同 将这套车型命名为"冠军纪念版"，蔚来的意图并不复杂。从2015年FE赛场的伦敦站，到2025年这场纪 念版的发布，蔚用十年时间证明了一个中国高端电动车品牌，不只可以造车，也可以造势。 而新ET5与ET5T的冠军纪念版还进行了底盘的专属升级，提升抗扭刚度、优化侧倾梯度，并搭载可调 阻尼系统与EP Mode多场景驾驶模式，性能表达不仅浮于表面。 可以说，这是一款把情绪价值、工程升级和市场需求"打包上桌"的纪念版，而非简单的换个配色。 "情绪价值"不再玄学，蔚来学会了主动营销 与其说冠军纪念版是在卖车，不如说是在重新建立一种连 ...

Core Viewpoint - NIO's recent "differential compensation" policy has led to significant dissatisfaction among early adopters of the 2024 models, who feel betrayed as they see newer models offered at lower prices and with better features, while receiving no compensation for their earlier purchases [1][2][12]. Summary by Sections Customer Experience - A customer, referred to as Gu Ming, expressed disappointment after purchasing a 2024 ET5 T model at a "clearance price" only to find that the 2025 model was released shortly after at a lower price with superior features [1][4]. - Gu Ming calculated that the value of his 2024 ES6 had dropped significantly, from an initial purchase price of ¥289,000 to a current market value of approximately ¥180,000, resulting in a loss of over ¥100,000 in just two months [1][5]. Company Response - Over 500 customers have reported similar grievances, and when they sought clarification from NIO, the company acknowledged the harm caused to 2024 model owners but stated that they could not provide compensation to all affected customers, suggesting collective legal action instead [2][12]. - NIO's official communication has been criticized for being dismissive, with customers feeling ignored and unvalued [12][14]. Pricing and Compensation Discrepancies - The 2025 models not only have better configurations but also come with additional benefits such as a longer free service period and financial incentives, while 2024 model owners received no such compensation [12][13]. - The compensation for 2025 model owners includes 100,000 points (valued at approximately ¥10,000), while 2024 model owners received no compensation, leading to feelings of unfair treatment among early buyers [12][13]. Trust and Brand Loyalty - Customers who trusted NIO's sales promises now feel deceived and neglected, questioning the brand's integrity and commitment to its early adopters [13][14]. - The situation has led to a significant erosion of trust among existing customers, who are now calling for a fair resolution to their grievances [14].

Core Insights - NIO's stock opened at $3.571 per share, reflecting a 2.03% increase, with a total market capitalization of $8.087 billion as of July 9 [1] - For the fiscal year ending March 31, 2025, NIO reported total revenue of 12.035 billion RMB, representing a year-over-year growth of 21.46%, while the net profit attributable to shareholders was -6.891 billion RMB, a decrease of 31.06% compared to the previous year [1] Company Overview - NIO is a pioneer and leader in the high-end smart electric vehicle market, established in November 2014, with a mission to create a pleasant lifestyle for users [2] - The company aims to build a community centered around smart electric vehicles, sharing joy and growing together with users [2] - NIO designs, develops, co-manufactures, and sells high-end smart electric vehicles, driving innovation in autonomous driving, digital technology, electric powertrains, and battery technology [2] - The company has distinguished itself through continuous technological breakthroughs, such as its industry-leading battery swapping technology, Battery as a Service (BaaS), and unique autonomous driving technology and subscription services (ADaaS) [2] Product Launch Timeline - NIO launched its flagship seven-seat smart electric SUV, ES8, in December 2017, with deliveries starting in June 2018 [2] - The six-seat version of ES8 began deliveries in March 2019 [2] - In December 2018, NIO introduced the high-performance smart electric SUV, ES6, with deliveries commencing in June 2019 [2] - The high-end smart electric coupe SUV, EC6, was launched in December 2019, with deliveries starting in September 2020 [2] - NIO's flagship smart electric sedan, ET7, was launched in January 2021, followed by the mid-size smart electric coupe ET5 in December 2021 [2]

Group 1 - The core viewpoint of the articles highlights the growing acceptance and market share of electric vehicles (EVs) in China, particularly focusing on the success of the Huawei Enjoy S9 model, which has attracted a diverse demographic of consumers, including a significant proportion of female drivers and younger age groups [2] - The Enjoy S9 has achieved impressive sales figures, delivering 4,154 units in the previous month, making it the best-selling electric sedan priced above 300,000 yuan [2] - As of mid-2024, the total number of electric vehicles in China reached 24.72 million, with 4.397 million new registrations in the first half of the year, accounting for 7.18% of the total vehicle population [2] Group 2 - The Chinese EV market is characterized by an oligopolistic structure dominated by Tesla and BYD, with Tesla leveraging advanced technology and global brand influence, while BYD capitalizes on its battery technology and extensive product line [3] - Emerging brands such as NIO, Xpeng, and Li Auto are rapidly gaining market share by focusing on user experience and innovation, while traditional automakers like Geely and SAIC are accelerating their electric transformation [3] - The competitive landscape is expected to undergo significant changes, with industry leaders predicting that only a handful of companies will survive the upcoming market consolidation phase [6] Group 3 - Technological innovation is identified as a key driver for the development of the EV industry, helping companies enhance product performance, reduce costs, and create competitive advantages [7] - The transition from incremental competition to stock competition in the EV market is anticipated, emphasizing the importance of achieving scale and keeping pace with AI advancements [6]

Core Viewpoint - The introduction of BYD's Seal 06 DM-i travel version is seen as a significant step towards popularizing travel cars in China, a market that has historically favored sedans and SUVs over this niche segment [5][15][41]. Group 1: Market Context - Travel cars, known as "Wagon" in China, have struggled to gain traction, with sales in 2019 being less than 20,000 units, which is lower than the sales of some individual models like the Xiaomi Su7 [3][15]. - The European market is the most popular for travel cars, with a projected sale of 13 million units in 2024, indicating a strong demand that contrasts with the Chinese market [13][10]. - The high prices of imported travel cars, such as the Audi A6 Avant, which costs around 440,000 RMB in Europe but starts at 500,000 RMB in China, have limited their accessibility to consumers [11][15]. Group 2: BYD's Strategy - BYD's Seal 06 DM-i travel version is priced around 100,000 RMB, making it one of the few affordable options in the domestic travel car market, which has excited enthusiasts [15][41]. - The Seal 06 DM-i travel version features a length of 4,850 mm and a trunk capacity of 1,535 liters, showcasing its practicality for family travel [32][34]. - BYD aims to penetrate both the domestic and European markets with this model, as it aligns with the growing interest in travel cars and the company's strategy to expand its global footprint [38][41]. Group 3: Consumer Perception - The perception of travel cars as a niche product in China is attributed to the dominance of SUVs, which are favored for their size and utility, overshadowing the appeal of travel cars [20][22]. - Despite the challenges, there is a belief that with more mainstream brands entering the travel car market, it could lead to a broader acceptance and growth of this vehicle type in China [29][41]. - The introduction of affordable travel cars like BYD's Seal 06 DM-i is seen as a potential catalyst for changing consumer attitudes and expanding the market [27][41].

6月底，搭载蔚来自研5nm车规工艺高阶智驾芯片「神玑NX9031」的旗舰轿车ET9，以及蔚来新ES6、EC6、ET5/ET5T系列车型，已全量接收 NT.Cedar/S"雪松"智驾系统的重大更新。这并非一次普通的OTA升级，其核心意义在于：蔚来自研硬件与自研软件首次实现了深度耦合，这也意味着中国 智能汽车产业在"芯片+操作系统+核心算法"的全栈技术链条上完成了关键闭环。 当竞争对手在"冰箱彩电"的舒适区贴身肉搏，当资本在价格战的泥潭中追逐短期回报，蔚来选择了一条截然不同的荆棘之路：将十年累计超600亿元 的研发投入和逾9900项全球专利，倾注于构建从芯片层、系统层到算法层的完整技术主权。某种程度上，这颗芯片可以说是蔚来十年造车路的缩影，这条 路径被广泛视为"难而正确"，甚至在许多车企只存在于规划蓝图之上时，蔚来已率先打开未来的大门。其背后隐藏的是巨大的投入、漫长的周期与无数质 疑、不被理解的孤独。 荆棘密布的自研长征 选择自研高端智能驾驶芯片，无异于闯入一个全球顶尖科技巨头盘踞的角斗场。 2019年，特斯拉依托其HW系列芯片构筑了深厚的先发优势，2025年，特斯拉HW4.0硬件于中国大陆上市，下一代的HW5. ...