11月21日，在2025广州车展上，上汽大通发布全新标识"众辉标"，并宣布以用户价值为核心，"为奋斗者的创富之路保驾护航"。 11月18日，上汽通用五菱在柳州举办"第二届致敬奋斗者大会"，并发布全面新能源化的五菱红标产品家族，揭晓反映基层经济活力的"宏光指数"，启动"奋 斗者专项计划"。 不仅是上汽通用五菱和上汽大通，北汽福田此前也喊出了类似"为奋斗者造车"的口号。讨好"奋斗者"，为何成了轻型商用车企业的一个共同选择？ 不再只谈拉货，开始讲奋斗者故事 过去，商用车产品营销通常强调载重、油耗、可靠性等方面的核心工具参数，而现在开始强调"陪伴奋斗之路""创富好伙伴兼生活好帮手"等情感化、生活化 诉求。 例如，在2025年7月北汽福田的新产品发布会上，北汽福田副总经理、卡文汽车总经理秦志东多次提及"奋斗者"概念。他表示，福田全新纯电动微卡产品卡 文乐迪用三电技术给奋斗者"强心"。 为满足年轻用户需求，轻型商用车产品纷纷增加舒适性、科技感配置，中控大屏、语音交互、手车互联等功能开始更多出现在入门级微卡、轻卡等车型上。 例如，五菱的商用车开始搭载灵语座舱与灵眸辅助驾驶。 不仅是在技术和产品层面，商用车企业在渠道和品牌层 ...

Core Viewpoint - The Chinese commercial vehicle market is undergoing rapid reshuffling due to slight market growth, accelerated energy transition, upgraded consumer demand, and intensified international competition. [1] Group 1: Sales Performance - In June 2025, SAIC Maxus achieved sales of 19,954 units, a year-on-year increase of 31%, with a total of 107,467 units sold in the first half of the year, reflecting an 11.2% growth. [1] - The sales of the "Dana" series reached 8,394 units in the first half of the year, marking a 66% year-on-year increase, with June sales alone reaching 2,270 units, a staggering 201% increase year-on-year. [3] - Leap Light Truck series saw a significant sales increase of 132.9% in June, contributing to a 89.1% growth in the first half of the year. [1][7] Group 2: Product Innovation and Market Position - The "Dana" model is recognized as a "phenomenal explosive product" in the new energy light truck sector, catering to the needs of the entrepreneurial community with its spacious design and low operating costs. [3] - Leap Light Truck is focusing on user demand and technological innovation, achieving a 125.2% year-on-year increase in June sales, and a 63.1% growth in the first half of the year. [7] - SAIC Maxus has launched a new strategy aimed at creating a new user value ecosystem, which is seen as a validation of its strategic transformation. [11] Group 3: Global Market Expansion - SAIC Maxus has established a strong presence in the global commercial vehicle market, with over 400,000 units sold across 73 countries and regions, maintaining a leading position in various international markets. [11] - The company’s electric light trucks have achieved the highest market share in countries like Australia and Turkey, while its new energy pickups rank first in Norway, Germany, and the UK. [11]