被“新势力”围剿的BBA，快要跌出豪车圈了
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40.6563px;height: auto;visibility: visible;'><br style='-webkit-tap-highlight-color: transparent;outline: 0px;visibility: visible;'></section></section><section powered-by="xiumi.us" mpa-from-tpl="t" style='-webkit-tap-highlight-color: transparent;outline: 0px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;opacity: 1;line-height: 0;visibility: visible;'><section mpa-from-tpl="t" style='-webkit-tap-highlight-color: transparent;outline: 0px;vertical-align: middle;display: inline-block;line-height: 0;width: 40.6563px;height: auto;visibility: visible;'><br style='-webkit-tap-highlight-color: transparent;outline: 0px;visibility: visible;'></section></section><section powered-by="xiumi.us" mpa-from-tpl="t" style='-webkit-tap-highlight-color: transparent;outline: 0px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;opacity: 1;line-height: 0;visibility: visible;'><br></section><p style='letter-spacing: 0.578px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;'>当下的汽车市场热闹的局面， 用一句“你方唱罢我登场”来形容也不为过，只是老牌车企们沾沾自喜的“品牌溢价”逻辑几乎失灵。灰头土脸的BBA们想要在中国汽车市场竞争中继续占得席位，除了拿出吸引消费者的硬通货，似乎别无选择。</span></strong></span></p><p style='letter-spacing: 0.578px;'><br></p><p style='letter-spacing: 0.578px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;'>车企们的比拼仍在继续，车市价格战依然没有停歇，国内新能源汽车市场空间收缩，被消费者开除“豪华车”车籍的BBA们还能不能在中国获得更好的曝光度和流量，仍然是个未知数。</span></strong></span></p><p style='letter-spacing: 0.578px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;'><br></span></strong></span></p><section powered-by="xiumi.us" mpa-from-tpl="t" style='margin-bottom: -30px;-webkit-tap-highlight-color: transparent;outline: 0px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;display: flex;flex-flow: row;text-align: right;justify-content: flex-end;transform: translate3d(20px, 0px, 0px);visibility: visible;'><section mpa-from-tpl="t" style='-webkit-tap-highlight-color: transparent;outline: 0px;display: inline-block;width: 127.781px;vertical-align: top;flex: 0 0 auto;align-self: flex-start;height: auto;visibility: visible;'><section powered-by="xiumi.us" mpa-from-tpl="t" style='margin-top: 10px;margin-bottom: 10px;-webkit-tap-highlight-color: transparent;outline: 0px;text-align: center;visibility: visible;'><section mpa-from-tpl="t" style='-webkit-tap-highlight-color: transparent;outline: 0px;width: 127.781px;height: 5px;background-color: rgb(52, 73, 107);visibility: visible;'><svg viewBox="0 0 1 1" style='float: left;line-height: 0;width: 0px;vertical-align: top;visibility: visible;' mpa-from-tpl="t"></svg></section></section></section></section></section></section></section></section><section style='margin-right: 16px;margin-left: 16px;-webkit-tap-highlight-color: transparent;outline: 0px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;letter-spacing: 0.578px;font-size: 15px;caret-color: rgba(0, 0, 0, 0);text-align: right;visibility: visible;line-height: 1.75em;text-indent: 0em;color: rgb(163, 163, 163) !important;'><span style='-webkit-tap-highlight-color: transparent;outline: 0px;font-size: 12px;text-indent: 0em;visibility: visible;text-align: center;color: rgb(52, 73, 107);letter-spacing: 1px;font-family: Optima-Regular, PingFangTC-light;'>作者 </span><span style='-webkit-tap-highlight-color: transparent;outline: 0px;font-size: 12px;text-align: center;color: rgb(52, 73, 107);letter-spacing: 1px;text-decoration-style: solid;text-decoration-color: rgb(52, 73, 107);text-indent: 0em;visibility: visible;font-family: Optima-Regular, PingFangTC-light;'>| <span style='letter-spacing: 0.578px;'>福里斯特</span></span></section><section style='margin-right: 16px;margin-bottom: 0em;margin-left: 16px;-webkit-tap-highlight-color: transparent;outline: 0px;text-indent: 0em;letter-spacing: 0.578px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;font-size: 15px;caret-color: rgba(0, 0, 0, 0);text-align: right;visibility: visible;line-height: 1.75em;color: rgb(163, 163, 163) !important;'><span style='-webkit-tap-highlight-color: transparent;outline: 0px;font-size: 12px;text-align: center;color: rgb(52, 73, 107);letter-spacing: 1px;text-decoration-style: solid;text-decoration-color: rgb(52, 73, 107);text-indent: 0em;visibility: visible;font-family: Optima-Regular, PingFangTC-light;'>编辑 | <span style='letter-spacing: 0.578px;'>安菲尔德</span></span></section></section></section></section><section style='margin-right: 16px; margin-bottom: 0em; margin-left: 16px; letter-spacing: 0.578px; text-indent: 0em; -webkit-tap-highlight-color: transparent; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 15px; caret-color: rgba(0, 0, 0, 0); text-align: right; visibility: visible; line-height: 1.75em; color: rgb(163, 163, 163) !important;'><span style='-webkit-tap-highlight-color: transparent;outline: 0px;font-size: 12px;text-align: center;color: rgb(52, 73, 107);letter-spacing: 1px;text-decoration-style: solid;text-decoration-color: rgb(52, 73, 107);text-indent: 0em;visibility: visible;font-family: Optima-Regular, PingFangTC-light;'>题图 | <span style='letter-spacing: 0.578px;'>福里斯特</span></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>汽车市场今年“金九银十”的含金量，似乎比过去数年充足了不少。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>乘联会公布的数据显示，今年9月国内乘用车产量243.5万辆、零售212.5万辆、批发251.7万辆，分别同比减少1%、增长4.3%、增长1.6%。到了10月，这组数据变成了产量264.5万辆、零售226.1万辆、批发273.2万辆，均创下历年各月的最高纪录。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;'></span></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>政策刺激之下，今年9月—10月中国汽车市场出现回暖势头。（图/福里斯特）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>在“以旧换新”等各种利好政策的刺激下，不论是吉利、长安等以传统燃油车起家的自主品牌，还是“蔚小理”等造车新势力，抑或是小米等车圈新晋贵人，都在收获“涨声”一片，“历史新高”“突破X万辆”等宣传语十分瞩目。而在今年10月，比亚迪全球销量首次突破50万辆，横扫千军成为全国销冠，在海外也力压特斯拉成为全球新能源汽车标杆。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>销量的回暖让汽车市场看到持续增长的盼头，然而不同车企之间的悲欢却无法相通。有眼尖的车圈玩家就发现，最近一期豪华品牌销量周榜上，三甲已不完全是BBA的天下，特斯拉和理想后来居上，将奥迪和宝马挤到了第四和第五。那些被誉为“小而美”的二线豪华品牌，排名则更加靠后。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>11月15日，年内最后一个4A级车展——广州国际车展拉开帷幕，各家车企之间的竞争更加暗流涌动。很难说“再不努力就只能开BBA”的网络调侃会不会随时一语成谶，但在新势力们的凶猛来袭下，新能源渗透率和终端零售销量双双保持超过50%的节点后，中国人的购车心理不可同日而语，信奉躺着赚钱的老牌豪车显然已经着急——倘若继续躺平，那离彻底败走已经不远了。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;'></span></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>广州车展是今年最后一个4A级车展，常常被汽车界高度重视。（图/视觉中国）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='font-size: var(--articleFontsize);letter-spacing: 0.034em;'><br></strong></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span><span style='font-size: var(--articleFontsize);letter-spacing: 0.034em;'></span></p><p style='text-align: center;'><strong><span style='font-size: 20px;font-family: Optima-Regular, PingFangTC-light;color: rgb(52, 73, 107);'>销量暴跌，</span></strong></p><p style='text-align: center;'><strong><span style='font-size: 20px;font-family: Optima-Regular, PingFangTC-light;color: rgb(52, 73, 107);'>传统豪车地位不保</span></strong></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>广州车展开幕之前的“银十”旺季，说BBA正在经历前所未有的市场寒冬，一点也不夸张。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>奥迪集团今年三季度财报显示，当季汽车交付量为407390辆，同比下降16%，而营业利润暴跌91%，仅为1.06亿欧元；奔驰今年第三季度销售额为345.3亿欧元，同比下跌6.7%，不及此前市场预期的362.5亿欧元。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>一向被看好的宝马，其三季度总利润大幅下降61%，而汽车业务利润6.34亿欧元，同比下滑79.8%。与此同时，宝马今年第三季度全球销量54万辆，在包括中国在内的全球多个主要市场的销量均处于下滑态势。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>传统豪车们的失速懵圈，只要对当前的车市稍有了解，大概都觉得已是意料之中的事情。比如BBA阵营里日子过得最风光的宝马，今年就被旷日持久的价格战“打懵了”。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span class="wxart_image" wx-style='display:inline-block;'></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>“德系三杰”里的宝马，今年曾一度退出价格战。（图/福里斯特）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>时间回到今年7月，宝马在一番酝酿后做出了“以量换价”的保价政策，即通过降低销量目标和保持相对稳定的价格，以帮助经销商应对短期市场挑战，缓解业务压力。其旗下全系车型很快迅速涨价，“宝马退出价格战”的话题一度冲上微博热搜，打了不少渴望抄底的准车主一个措手不及。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>面对舆论关切，宝马中国事后公开回应表示，下半年在中国市场“将重点关注业务质量，支持经销商稳扎稳打”，事情就此告一段落。然而，接下来发生的事情却并不是宝马愿意看到的——今年8月，宝马在中国的零售销量仅为34875辆，这是自2021年9月以来在中国市场单月第二低的销量。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>吹得响亮的保价政策，显然没有给宝马带来逆风翻盘的结果。到了9月，有媒体发现全国多家宝马4S店大幅降价，这家百年车企用频繁的改弦易辙再一次把自己送上了微博热搜。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>但宝马遇到的麻烦事却远不止于此。今年10月下旬，宝马全球首家5S店北京星德宝突然宣布倒闭，一度引起车圈震动；而同一时间，晚点Auto独家报道宝马沈阳铁西工厂已经减产数月，令不少人产生了“宝马是不是快不行了”的疑惑。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;'></span></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>沈阳铁西工厂是宝马全球最大的生产基地。（图/视觉中国）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“德系三杰”在过降价也不好卖的苦日子，紧跟BBA之后的二线豪华品牌在市场上的处境则更加尴尬。据媒体统计，包括捷尼赛思、英菲尼迪、捷豹路虎、雷克萨斯、林肯等二线豪华品牌近期普遍遇冷，更有品牌已经如履薄冰。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>有人在中汽数研发布的燃油轿车销量榜单发现，被视为BBA“平替”的美系豪车凯迪拉克多款车型10月销量只有个位数，其旗舰轿车CT6今年更只卖出1辆，几乎沦为汽车市场里的“陪跑”选手。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></p><p style='text-align: center;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-size: 20px;font-family: Optima-Regular, PingFangTC-light;'>“BBA们还是不是好车”，</span></strong></span></p><section style='text-align: center; line-height: 1.75em;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-size: 20px;font-family: Optima-Regular, PingFangTC-light;'>消费者们心里有数</span></strong></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>老牌豪车在中国销量“跌跌不休”，也在改变今年广州车展的展馆布局。</span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>最明显的现象是，往年豪华车企齐聚的“豪华馆”，今年却消失了。豪车界的代表劳斯莱斯选择直接缺席，往届车展里人头涌动的兰博基尼今年显得安静落寞。依旧有影响力的BBA今年继续承包展馆A区最显眼的位置，但仔细看车的人却只是少数；而一馆之外的D区，国内自主品牌车企的展位则是人气爆棚，多个展馆更是需要限流。</span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;'></span></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>传统豪华车企展位（上）和国内新能源车企展位（下），两者的人流量截然不同。（图/福里斯特）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>截然不同的两处场景，与中国汽车市场的快速变化有很大关系。伴随汽车市场电动化、智能化的转型，中国汽车品牌快速崛起并不断抢占高端市场，消费者对车也有了更立体、更多元的评判体系。而曾经由外资品牌占据主导地位的车企到底还是不是值得追捧的“好车”，消费者们已经选择用脚投票。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>和其他大型车展不同的是，广州车展向来都是以卖车为导向。而一个直观的现象是，不论是媒体日还是公众日，人们对国产新能源车的成长都异口同声地给予肯定，而对BBA等传统豪车品牌的印象则两极分化。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>今年夏天，广州人阿凌通过机动车“以旧换新”政策将自己开了十余年的奥迪A4L置换成一辆2024款理想L6。他告诉新周刊记者，换车的最大因素是考虑到家庭用车刚需：“结婚之后多了2位家庭新成员，轿车坐不下了，换MPV又觉得太‘油腻’。一番对比之下，决定选择6座的SUV。”</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>他也曾考虑过继续当BBA的忠实车主，但去4S店逛了一圈后，发现燃油车型还是那些熟悉的面孔，设计元素和今天的国产车相比“略显老土”。至于“德系三杰”摆在C位的新能源车型，他则直言“不会考虑”，即便这些车型的优惠力度非常诱人。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“两年前4S店邀请过我试驾新推出的新能源车，上车后我就发现各方面跟油车都没有区别。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>与其花十几万买这些月销平平的‘油改电’车型，倒不如‘多氪点金’给性价比更强的国产车。”阿凌透露，自己认识的几个开BBA燃油车的朋友，无不例外地对BBA的新能源车“敬而远之”。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>BBA的新能源车长期被消费者吐槽，互联网上也有不少声音呼吁消费者“不要迷信BBA”，包括小米CEO雷军。（图/新浪微博@雷军）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>人们对传统豪车的态度出现180度转变，与传统豪华车企“半将半就”的转型速度有一定关系，哪怕它们之中的几家很早之前就开始在新能源领域探索发展。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>新周刊在2022年的一篇文章里就曾提及，传统豪华车企们尽管早已经盯上了新能源汽车的蓝海市场，但相比大刀阔斧地改造生产线，他们中的大多数，都更青睐能够节省成本的“油改电”行为——对他们来说，传统燃油车才是看得见的现金奶牛，电动车登陆市场不能脱离“原汁原味”的经典造型。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当然，即便今天的日子并不好过，“豪车老钱们”当初的判断也并非毫无根据。毕竟，汽车是一个庞大而细分的市场，个体需求和使用场景的千差万别，造就了五花八门的车型，国产新能源车获得线上线下爆棚的流量，传统豪车也依旧有忠实的拥护者。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>拥有一辆奔驰C级的奔驰车主大卢，去年又尝鲜“抄底”了一台奔驰EQE。他告诉新周刊记者，尽管奔驰的销量大不如前，但他依旧不后悔当年买大奔的决定。“雷军第一天都来打卡奔驰的展厅，奔驰显然不会这么快就被打垮。”</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: center; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></p><p style='text-align: center; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;color: rgb(52, 73, 107);'><strong>2025年，</strong></span></p><p style='text-align: center; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;color: rgb(52, 73, 107);'><strong>BBA们还会有流量吗？</strong></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>但不论外界如何评价，传统豪车品牌的地位已经无法回到过去。一条被人忽视的新闻是，今年全年第1000万辆新能源车在广州车展前正式走下生产线，某种程度上给汽车未来的发展亮明了信号。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span class="wxart_image" wx-style='display:inline-block;'></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>今年11月4日，中国新能源汽车年产量首次突破1000万辆。（图/央视新闻）</span></strong></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当下的汽车市场热闹的局面，用一句“你方唱罢我登场”来形容也不为过，只是老牌车企们沾沾自喜的“品牌溢价”逻辑几乎失灵。灰头土脸的BBA们想要在中国汽车市场竞争中继续占得席位，除了拿出吸引消费者的硬通货，似乎别无选择。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>过去几年在BBA阵营里最“憋屈”的奥迪，早在车展前夕便宣布与上汽共同打造新品牌“AUDI”，其首款量产车的概念车AUDI E则是上汽奥迪展台毫无疑问的C位。和奥迪过往车型不同，新车抛弃了奥迪标志性的四环logo，设计语言比新势力还要激进。而一汽奥迪亮相的纯电新车Q6L Sportback e-tron，则出自奥迪与保时捷共同开发的PPE豪华纯电动平台，并称将在多方面“吊打”中国车企。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>在广州车展展出的奥迪首款“本土化”新能源量产概念车AUDI E CONCEPT。（图/福里斯特）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>奥迪的“宿敌”奔驰，除了前文所述的电动大G越野车之外，还首发了GLC coupe和EQE两款新车。今年广州车展前一天，奔驰还举办了创新科技日活动，宣布自主研发的“无图”L2++全场景高阶智能驾驶系统正式上路测试，而自研“中枢神经系统”MB.OS全新域控制架构也将在2025年正式推出。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>今年略显低调的宝马，只首发了国产版全新宝马M235L，但也成功吸引了包括雷军在内的各路名流大咖亲自体验。而和奥迪、奔驰一样的是，宝马在展台里展示了最新一代智能座舱的操作系统，用更先进的智能平台“憋大招”。除此之外，宝马还在媒体日当天宣布，首款自研纯电动平台打造的新世代车型将于2026年正式量产下线。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>在速度决定市场份额的时代，传统豪华车企们显然不愿意坐以待毙，毕竟汽车市场只有这么大，错过了可能就永远无法重新夺回。更不用说那些本就希望继续活下去的合资车企们，早已下定决心向电动化、智能化方向转型——今年广州车展上，几乎所有叫得出名字的合资品牌都在首发让人眼前一亮的智能电动车，试图成为红得发紫的汽车市场里的全新“新势力”。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span class="wxart_image" wx-style='display:inline-block;'></span></section><section style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: normal;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>越来越多合资品牌在今年的广州车展上发力，推出设计语言与造车新势力趋同的智能电动车。（图/福里斯特）</span></strong></span></section><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>车企们的比拼仍在继续，车市价格战依然没有停歇，国内新能源汽车市场空间收缩，被消费者开除“豪华车”车籍的BBA们还能不能在中国获得更好的曝光度和流量，仍然是个未知数。</span></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><br></p><p style='text-align: justify; margin-right: 16px; margin-left: 16px; line-height: 1.75em;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>更何况包括BBA在内的所有车企都在拼命发力研发智驾，但真正了解智驾的消费者仍占其中一小部分。即便是像大卢这样的BBA拥趸，也说不清它们未来在智驾领域将会如何发展：“如果未来所有新车搭载的智驾技术都千篇一律，那买BBA和不买BBA还有什么本质的区别？”</span></p><section class="mp_profile_iframe_wrp"><mp-common-profile class="js_uneditable custom_select_card mp_profile_iframe" data-pluginname="mpprofile" data-id="MjM5ODMzMDMyMw==" data-headimg="http://mmbiz.qpic.cn/sz_mmbiz_png/r7l7L28KwuXtR3jbyk6icYLnqyuPqTJ7yo9CtibX5OqtufKE9JS6Vm5riasdJxyuOb0nlFTVhnqA8JiaOJYiabwXVcQ/0?wx_fmt=png" data-nickname="新周刊" data-alias="new-weekly" data-signature="中国最新锐的生活方式周刊。" data-from="0" data-is_biz_ban="0" data-service_type="1"></mp-common-profile></section><section style='-webkit-tap-highlight-color: transparent; margin-right: 16px; margin-left: 16px; outline: 0px; font-family: "PingFang SC", system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 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font-family: "PingFang SC", system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.578px; line-height: 1.75em; text-align: right;'><span style='-webkit-tap-highlight-color: transparent;outline: 0px;font-size: 13px;letter-spacing: 1px;font-family: Optima-Regular, PingFangTC-light;'>读完点个【在看】</span></section><p style='display: none;'><mp-style-type data-value="10000"></mp-style-type></p></div> 电车早已改变汽车市场格局，未来将是新能源的天下。
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