不服输的中国新能源，貌似在这个领域输给了东南亚。 当腾势D9、理想MEGA等售价数十万的高端MPV在舆论场上狂飙突进时，一个冷冰冰的数据却显示，MPV在整个中国汽车市场的份额，已萎缩至区区 3.8%。 这个数字，差不多只有东南亚国家印尼的八分之一。 一个巨大的反差就此产生：为什么被称为"制造业狂魔"、"新能源摇篮"的中国，似乎卖不动MPV？ 这事其实很有意思，东南亚10万元以下的中低端MPV越是畅销，就越衬托出我们的被动。 就好比住在宫里的皇后，一旦去了农村，就可能被村妇们嘲笑"没吃过柿饼"一样戏谑。 因为中国的汽车保有量是3.19亿辆，市场基数大，消费结构成熟，千人汽车保有量是印尼、越南的3倍左右，是柬埔寨、老挝、缅甸的超12倍。 这意味着，如果单纯比较我们与东南亚的MPV份额，就像比较苹果和橘子谁的皮更厚一样没有意义。 我们的"苹果"，与东南亚的"橘子"，差距在哪里？ 在东南亚，以丰田 Avanza为代表的中低端MPV是载人拉货的全能选手，是坚挺刚需。 丰田 Avanza 而在中国，随着新能源产业不断向高端化挺进，只有GL8及以上的高端商务车，才更符合我们对MPV的期待。 中国人开商务MPV，那讲究可太多 ...

经济观察报 记者 刘晓林 经过广州车展的预热，12月5日，上汽通用别克2025年的收官之作——别墅级新能源MPV"世家"正式上市。这款 车是别克旗下新能源子品牌"至境"的旗舰MPV。至境品牌今年4月诞生，8个月的时间内已推出了3款车型。其中，世家是扛鼎之作。世家 诞生在别克26年深耕中国MPV市场和GL8累计销量突破200万辆的基础上，这款灵感来自私人飞机的新贵能把MPV的"天花板"做得多高？ 这是业界最想要探究的问题。 就核心软硬件而言，世家应用了别克的一系列最新技术，在百万级"逍遥"超级融合架构上，世家搭载了"真龙"插混Pro双电机四驱系 统、"逍遥智行"高阶辅助驾驶和预瞄式魔毯底盘等核心配置。 让人意外的是，这场为时1小时的新车上市发布会罕见地松弛，与业界流行的激情澎湃的技术参数讲解风格不同，世家发布会将更多时间 花在了介绍这款车如何"尊老爱幼"上。80多岁的老人和孩子成为主角。 与其他品牌的座舱比拼彩电冰箱大沙发不同，世家将核心卖点放在了"五恒"大健康座舱上。包括婴幼儿啃咬也绝对安全的座椅材质、获 得南德和莱茵认证的护眼灯和护眼屏幕、比手机更低的座舱电磁辐射值，以及方便老人与小孩上下车的分段式长扶手、 ...

Core Insights - The overall market price index for October 2025 shows a decline of 5.32, with an average transaction price of 150,100 [4] - The car market continues to experience price reductions, with sedans down by 5.64%, SUVs by 0.23%, and MPVs by 3.03% [4][5] - The overall discount index for the market decreased by 0.78, with an average discount of 26,500 [4] Group 1: Overall Market Trends - The overall market transaction price decreased by 4,187 yuan from the previous month, a 2.71% decline [4] - The sedan market transaction price fell by 7,014 yuan, a 5.64% decrease [5] - The average discount in the sedan market decreased by 670 yuan, a 2.37% reduction [6] Group 2: Segment Analysis - In the SUV market, the transaction price decreased by 407 yuan, a 0.23% decline, while the average discount decreased by 118 yuan [7][9] - The MPV market saw a transaction price drop of 8,502 yuan, a 3.03% decline, with discounts reducing by 3,021 yuan [8][9] - The top-selling MPV model surpassed GL8, indicating a shift in market leadership [8] Group 3: New Energy Vehicle Market - The overall price index for the new energy vehicle market decreased by 6.66, with an average transaction price of 152,100 [9] - The new energy sedan market transaction price fell by 7,930 yuan, a 7.35% decline, with discounts decreasing by 410 yuan [12] - The new energy SUV market saw a price increase of 3,882 yuan, a 2.02% rise, while discounts increased by 396 yuan [10][12] Group 4: Price and Discount Trends - The average discount in the new energy market decreased by 147 yuan, a 1.48% reduction [9] - The MPV segment in the new energy market experienced a significant discount reduction of 3,374 yuan, a 20.18% decline [15] - The market for new energy MPVs remains strong, with over 50% of sales in the 300,000 to 400,000 yuan price range [12]

Core Viewpoint - The perception of "cars" in China has evolved from mere transportation tools to symbols of identity and status, particularly for high-end MPVs, which are associated with significant occasions and spaces [2][3][4] Group 1: Market Dynamics - The high-end MPV segment has been relatively untouched by the electric and intelligent transformation sweeping through the automotive industry, with traditional players relying on brand legacy while new entrants focus on specifications [3][4] - The entry of a well-established technology camp into the MPV market signifies a shift, introducing a proven methodology rather than just a new vehicle, challenging the existing players' dominance [4][5] Group 2: Product Positioning - The significance of the 9 Series flagship MPV lies not in its technical specifications but in its potential to redefine the standards of high-end MPVs in China, positioning itself as a "rule-maker" rather than a "price disruptor" [5][6] - The design philosophy aims to balance the need for prestige with practicality, focusing on the user experience for both passengers and drivers [9][10] Group 3: Engineering and Luxury - The concept of "engineering luxury" is crucial, emphasizing that true value often lies in unseen aspects such as chassis quality and safety features, especially for a vehicle expected to perform under extreme conditions [10][11] - The 9 Series flagship MPV aims to elevate consumer expectations regarding what constitutes a high-end MPV, focusing on long-term reliability and safety [11][12] Group 4: Long-term Strategy - The 9 Series flagship MPV is positioned as a benchmark for future products, aiming to shift consumer calculations from initial purchase price to long-term value and reliability [11][15] - The vehicle's success will reflect the capabilities of the entire brand's ecosystem, showcasing a commitment to high-end market standards and long-term engineering excellence [14][15]

Core Viewpoint - The implementation of fixed pricing policies by joint venture brands has had mixed results, with some models seeing increased sales while others remain stagnant, highlighting the complexities of consumer acceptance and market dynamics [5][8][10]. Group 1: Implementation of Fixed Pricing - SAIC Volkswagen is a pioneer in the fixed pricing policy, having started with the T-Roc model in August last year, with most models now following this approach [2]. - The execution of the fixed pricing policy varies based on how long a new car has been on the market, with stricter adherence observed in the initial months post-launch [3]. - Customers who are not in a hurry often wait for discounts, as dealerships may offer promotions within three months of a model's release [4]. Group 2: Customer Reactions - Customer responses to the fixed pricing policy are mixed; while some appreciate the straightforward pricing, the majority still desire negotiation and discounts [5][10]. - Sales personnel initially welcomed the fixed pricing model for reducing negotiation stress, but over time, they have recognized its limitations [9][18]. - Many customers, especially those who have previously purchased joint venture vehicles, are skeptical of a no-negotiation approach, feeling that it contradicts traditional buying practices [10][11]. Group 3: Market Dynamics and Competition - The effectiveness of the fixed pricing policy has diminished over time, with initial increases in customer traffic and sales not sustaining long-term [8][19]. - The slow pace of product updates among joint venture brands has led to customer dissatisfaction, especially when compared to domestic competitors who frequently upgrade their offerings [12][22]. - The fixed pricing model requires manufacturers to provide compelling products; without strong offerings, the policy may hinder competitiveness in the market [21][22]. Group 4: Regulatory Environment - Manufacturers have implemented strict controls over the fixed pricing policy, with penalties for dealerships that violate pricing guidelines [7][15]. - Despite initial strict enforcement, some dealerships have resorted to offering unofficial discounts to meet sales targets, indicating a potential breakdown in the policy's effectiveness [8][20].

Core Viewpoint - The success of the MEGA model, achieving monthly sales of over 3,000 units, highlights the importance of product strength despite initial controversies regarding its pricing and appearance [1]. Group 1: Customer Traffic and Sales Performance - In a third-tier city, the local delivery center experiences daily foot traffic of over 200 customers, with weekends seeing around 500 [2]. - Last month, the store sold 86 vehicles, with 4 MEGA units delivered, indicating a steady demand [3]. Group 2: Customer Demographics and Preferences - The majority of MEGA buyers are families, particularly those with two children, making up 70% of the customer base [5]. - Customers are generally well-informed and come specifically to purchase the MEGA, often without needing extensive sales pitches [5][7]. Group 3: Competitive Landscape - MEGA customers rarely mention competitors, indicating a strong brand loyalty and direct interest in the MEGA model [10]. - While some competitors like GL8 and D9 are occasionally referenced, they are not the primary focus for MEGA buyers [10]. Group 4: Vehicle Configuration and Pricing - The MEGA is available in two versions, Home and Intelligent Renewal, with no significant issues regarding sellability of configurations [12]. - The pricing strategy includes a down payment starting at ¥15.98 million, with various financing options available [13]. Group 5: Customer Feedback - Customers have praised the intelligent driving assistance system, especially after the introduction of VLA [17]. - Positive feedback also includes spaciousness, comfort, and the convenience of the charging network [19][20]. Group 6: Maintenance Costs - Routine maintenance costs are relatively low, averaging around ¥300 for standard services [22]. Group 7: Customer Sentiment - Customers are encouraged to purchase vehicles they genuinely like, rather than succumbing to external opinions [24].

Group 1 - The vehicles discussed are comfortable and easy to drive, with a notable performance on rough roads compared to the Model Y [1] - The turning radius of the vehicles is significantly smaller than that of the Model Y, allowing for easier maneuverability [1] - In terms of power, the ES8 offers superior acceleration compared to the L90, especially in sport mode, while the L90 provides a strong acceleration experience for passengers in the rear seats [1] Group 2 - The third-row seating in both vehicles is spacious and comfortable, but the L90 may induce slight motion sickness in comfort mode, which is alleviated in sport mode [1] - The difference in driving modes for the L90 is quite noticeable, with a firmer suspension in sport mode compared to the ES8 [2]

Core Viewpoint - The article discusses the evolving preferences of middle-aged men regarding vehicle choices, emphasizing that business vehicles (MPVs) represent a final destination in their automotive journey, symbolizing practicality and comfort over status and luxury [3][7][29]. Group 1: Vehicle Preferences - Middle-aged men transition from luxury sedans to business vehicles as they prioritize space and comfort for family and personal use [5][17]. - Business vehicles are seen as practical choices that accommodate family needs, contrasting with the earlier desire for flashy cars [15][24]. - The article highlights that owning a business vehicle allows men to feel more relaxed and less constrained compared to traditional sedans [9][27]. Group 2: Social Perception and Identity - Driving a business vehicle conveys a sense of maturity and stability, moving away from the need for social comparison [10][20]. - The choice of vehicle reflects a man's life stage, with business vehicles symbolizing a settled lifestyle rather than a pursuit of status [21][24]. - Men who own business vehicles often modify them to reflect personal style, indicating a blend of practicality and individuality [21][24]. Group 3: Practicality and Comfort - Business vehicles provide superior comfort, with spacious interiors that allow for relaxation during long drives, which is particularly appealing to middle-aged men [17][27]. - The article notes that some men even repurpose business vehicle seats for office use, highlighting their multifunctionality [18]. - The comfort of business vehicles is compared favorably to ergonomic office chairs, making them suitable for both leisure and work [17].

Overall Market Trends - The overall market price index for April 2025 shows a decline of 1.54, with an average transaction price of 156,100 yuan, reflecting a decrease of 651 yuan or 0.42% month-on-month [4] - The overall market discount index for April 2025 is 1.06, with an average discount of 29,500 yuan, indicating an increase of 1,179 yuan or 4.2% compared to the previous month [4] Sedan Market - The sedan market price index for April 2025 is 0.68, with an average transaction price of 132,800 yuan, showing a month-on-month decrease of 457 yuan or 0.34% [5] - The overall discount index for the sedan market is -0.68, with an average discount of 29,000 yuan [6] - In the A00 segment, prices increased by 3.03%, while other segments experienced price declines [5] SUV Market - The SUV market price index for April 2025 is -1.99, with an average transaction price of 168,700 yuan, reflecting a month-on-month increase of 1,531 yuan or a decrease of 0.9% [11] - The overall discount index for the SUV market is 1.17, with an average discount of 30,100 yuan, which is an increase of 671 yuan or 2.3% from the previous month [8] MPV Market - The MPV market price index for April 2025 is -3.62, with an average transaction price of 264,100 yuan, indicating a month-on-month decrease of 8,713 yuan or 3.19% [11] - The overall discount index for the MPV market is 2.69, with an average discount of 27,700 yuan, reflecting an increase of 855 yuan or 3.2% compared to the previous month [11] New Energy Market - The overall price index for the new energy market in April 2025 is -4.57, with an average transaction price of 155,500 yuan, showing a decrease of 784 yuan or 0.5% month-on-month [10] - The overall discount index for the new energy market is 1.44, with an average discount of 12,400 yuan, indicating an increase of 1,120 yuan or 10.9% from the previous month [12] New Energy Sedan Market - The new energy sedan market price index for April 2025 is -0.49, with an average transaction price of 119,700 yuan, reflecting a month-on-month decrease of 650 yuan or 0.5% [14] - The overall discount index for the new energy sedan market is 0.43, with an average discount of 9,700 yuan, indicating an increase of 965 yuan or 11% compared to the previous month [13] New Energy SUV Market - The new energy SUV market price index for April 2025 is -5.25, with an average transaction price of 182,400 yuan, showing a month-on-month decrease of 2,475 yuan or 1.3% [13] - The overall discount index for the new energy SUV market is 2.06, with an average discount of 14,600 yuan, reflecting an increase of 1,475 yuan or 11.2% from the previous month [13] New Energy MPV Market - The new energy MPV market price index for April 2025 is -8.34, with an average transaction price of 306,900 yuan, indicating a month-on-month decrease of 24,897 yuan or 7.5% [13] - The overall discount index for the new energy MPV market is 2.28, with an average discount of 21,400 yuan, reflecting a decrease of 1,245 yuan or 5.4% compared to the previous month [14]

Overall Market Trends - In April 2025, the overall passenger car market price index decreased by 1.54, with an average transaction price of 156,100 yuan, reflecting a month-on-month decline of 651 yuan or 0.42% [3] - The overall discount index for the market increased to 1.06, with an average discount of 29,500 yuan, indicating a month-on-month increase of 1,179 yuan or 4.2% [3] Sedan Market - The sedan market price index was 0.68, with an average transaction price of 132,800 yuan, showing a month-on-month decrease of 457 yuan or 0.34% [7] - The overall discount index for the sedan market was -0.68, with an average discount of 29,000 yuan, reflecting a month-on-month increase of 1,717 yuan or 6.3% [7] SUV Market - The SUV market price index was -1.99, with an average transaction price of 168,700 yuan, indicating a month-on-month increase of 1,531 yuan or a decline of 0.9% [7] - The overall discount index for the SUV market was 1.17, with an average discount of 30,100 yuan, showing a month-on-month increase of 671 yuan or 2.3% [7] MPV Market - The MPV market price index was -3.62, with an average transaction price of 264,100 yuan, reflecting a month-on-month decrease of 8,713 yuan or 3.19% [7] - The overall discount index for the MPV market was 2.69, with an average discount of 27,700 yuan, indicating a month-on-month increase of 855 yuan or 3.2% [7] New Energy Market - The overall new energy market price index in April 2025 was -4.57, with an average transaction price of 155,500 yuan [8] - The overall discount index for the new energy market was 1.44, with an average discount of 12,400 yuan, reflecting a month-on-month increase of 1,120 yuan or 10.9% [9] New Energy Sedan Market - The new energy sedan market price index was -0.49, with an average transaction price of 119,700 yuan, showing a month-on-month decrease of 650 yuan or 0.5% [13] - The overall discount index for the new energy sedan market was 0.43, with an average discount of 9,700 yuan, indicating a month-on-month increase of 965 yuan or 11% [10] New Energy SUV Market - The new energy SUV market price index was -5.25, with an average transaction price of 182,400 yuan, reflecting a month-on-month decrease of 2,475 yuan or 1.3% [11] - The overall discount index for the new energy SUV market was 2.06, with an average discount of 14,600 yuan, indicating a month-on-month increase of 1,475 yuan or 11.2% [11] New Energy MPV Market - The new energy MPV market price index was -8.34, with an average transaction price of 306,900 yuan, showing a month-on-month decrease of 24,897 yuan or 7.5% [15] - The overall discount index for the new energy MPV market was 2.28, with an average discount of 21,400 yuan, reflecting a month-on-month decrease of 1,245 yuan or 5.4% [15]