2026年中国高端车市场，国产品牌信心十足，德系品牌则沉着冷静。 得益于销量的提振效应与2026年数目可观的新车计划，国产品牌给出了更为积极的市场销量预期。 德系豪华品牌则对市场环境有着更加冷静的态度。 2025年，奔驰在华交付量为55.19万辆，同比下滑19%，宝马销量为62.55万辆，同比下滑12.5%。两 家企业在华销量都已连续两年下滑超10%。 2026年，奔驰即将推出长轴距纯电GLC、首次实现国产的GLE等15款改款和新品，宝马也将携带新世 代iX3与其他超20款新品进入市场。 尽管两家企业的新品阵容丰富，但它们对中国汽车市场的竞争格局，依然保持着清醒的认识。 BBA仍以燃油车为基本盘，国产品牌用电动化进攻高端市场 36氪从多处获悉，奔驰、宝马近期已向国内供应链给出2026年的初步需求预测量。多位知情人士告诉 36氪，两家企业国产车型的全年预估量均不足50万辆，几乎已经回到其十年前在华销量水平。 相较之下，中国高端品牌的销量目标则更为激进：蔚来目标增长40-50%，销量预估约为46万辆；小 米汽车目标为55万辆，同比增长34%；鸿蒙智行则给出了100-130万辆的目标，预计增长速度为 120%。 高 ...

Group 1 - A rare automotive crisis occurred in Russia starting November 28, 2025, where hundreds of luxury vehicles, primarily from brands like Porsche, Mercedes-Benz, Audi, and Volkswagen, suddenly became inoperable due to a malfunction in the Bosch VTS (Vehicle Tracking System) [1][17][18] - The affected vehicles exhibited symptoms such as inability to start, engine lock, and sudden loss of power while driving, leading to near-accidents [1][17][18] - The crisis has led to significant operational challenges for dealerships, with Rolf, Russia's largest automotive dealer, reporting over 40 vehicles towed for repairs and long queues at service centers [1][17] Group 2 - The VTS system, designed to provide advanced anti-theft protection through GPS and satellite communication, has a critical flaw due to its reliance on continuous satellite signals [19][20] - When the VTS system detects anomalies, it triggers a security mode that locks the engine, mistakenly identifying normal vehicles as stolen, which has resulted in widespread vehicle immobilization [20][22] - The incident highlights a fundamental issue in the automotive industry regarding the separation of technical control and ownership, raising concerns about consumer rights in the era of smart vehicles [24] Group 3 - The crisis has led to a significant decline in luxury car sales in Russia, with Porsche's sales dropping by 42% and a general decrease in the resale value of used luxury cars equipped with the VTS system by 8%-12% [27][28] - The event serves as a warning for the global automotive industry, emphasizing the vulnerabilities associated with increasing electronic control and the need for standards that ensure basic functionality during communication failures [27][29] - The incident has prompted discussions on regulatory frameworks, with potential new regulations in Russia requiring vehicles to have offline operation modes and user consent for remote control features [30]

Core Insights - The automotive dealership industry is facing significant challenges, with scale becoming a potential liability rather than an asset, and transformation being essential for survival [3][4] - The domestic leading automotive dealer, Zhongsheng Group, is successfully navigating this transformation by investing heavily in high-quality replacement vehicle services [3][5] Group 1: Industry Challenges - The automotive dealership sector is experiencing a downturn due to chaotic pricing competition, leading to store closures and financial strain on various dealership groups [3][4] - Many dealerships are resorting to inventory liquidation strategies, which are seen as desperate measures rather than proactive business strategies [8] Group 2: Zhongsheng Group's Strategy - Zhongsheng Group has made substantial investments in acquiring luxury vehicles for replacement services, purchasing 1,500 Mercedes-Benz vehicles to enhance customer service during maintenance periods [4][5] - The company has also established strategic partnerships, such as with FAW Audi, to expand its service offerings and improve customer experience [4][5] Group 3: Service Innovation - The replacement vehicle service is becoming a significant extension of Zhongsheng Group's after-sales service, with over 170,000 instances of service provided in 2024, averaging more than 450 services per day [5][8] - By offering high-quality replacement vehicles, Zhongsheng Group aims to enhance customer loyalty and satisfaction, with reported increases in repurchase rates by 15% to 20% and referral rates by over 30% [8][9] Group 4: Cost Considerations - The high costs associated with purchasing luxury vehicles for replacement services pose a challenge for many dealerships, with significant financial investments required [11][12] - Industry experts suggest that dealerships may need to explore alternative models, such as leasing vehicles, to mitigate the financial burden while still providing quality service [11][12]