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专题:聚焦2025上海车展

  第二十一届上海国际汽车工业展览会(以下简称“2025上海车展”)将于4月23日正式开幕,同时今年上海车展也迎来40周年。从1985年首届上海车展1万平方米的展馆面积到本届的超36万平方米,展商数量也由328家增至近千家,上海车展已成为全球汽车行业风向标。

  40年间,不仅车展规模持续增长,中国汽车工业也完成从“市场换技术”到借助新能源和智能化实现技术的反向输出。近年来,国内车市的新能源和智能化车型的渗透率持续增长,自主品牌实现“弯道超车”,更为海外车企提供转型样本。此前,宝马集团董事长齐普策更喊出“今天谁能吸引中国消费者,明天谁就能拿下世界”。面对进入技术战、价格战的国内车市,2025上海车展上,自主品牌间的“缠斗”将再度升级,海外车企也将交出“在中国,为中国”的新答卷。而为了抢占先机,部分车企在车展前夕抢发新车,打出“提前发布、展会亮相、二次曝光”的营销组合拳。

  百车首发

  来自中国汽车工业协会(以下简称“中汽协”)的数据显示,今年一季度,我国汽车产销量分别为756.1万辆和747万辆,同比分别增长14.5%和11.2%。其中,新能源汽车产销量分别为318.2万辆和307.5万辆,同比分别增长50.4%和47.1%。

  一季度车市迎来“开门红”,中汽协相关负责人表示,今年二季度,相关政策组合效应持续释放,2025上海车展开启新品密集发布周期,多地促销活动火热进行,将有助于进一步释放消费潜力,延续市场增长态势。

  作为今年国内首个国际A级车展,在2025上海车展上,全球主流车企悉数到场。据了解,2025上海车展启用国家会展中心(上海)13个室内展馆。其中,乘用车占用8个展馆,汽车科技及供应链共占用4个展馆。同时,本届上海车展共邀请来自26个国家和地区的近千家中外知名企业参展,展出总面积超36万平方米,参展国别范围更广,规模再创新高。其中,汽车科技及供应链展区展出面积约10万平方米,参展企业规模和数量较上届呈显著增长。

  2025上海车展,从豪华品牌到主流合资品牌,从自主品牌到新创企业,各品牌均拿出旗下重磅车型参展。上海市贸促会副会长、上海市国际展览(集团)有限公司董事长顾春霆表示:“预计现场发布新车超过100台,召开现场新闻发布会超过百场。”据了解,本届上海车展,大众汽车品牌、梅赛德斯—奔驰、宝马集团、上汽通用汽车、丰田、本田、长安汽车、奇瑞、吉利等车企集中亮相。而主场作战的上汽集团与旗下品牌,则承包3H展馆,带来新产品和技术与公众见面。

  此外,小米汽车、鸿蒙智行、蔚来旗下的乐道汽车和firefly萤火虫、比亚迪旗下的方程豹、iCAR等则首次登陆上海车展。新面孔亮相的同时,部分老面孔则“爽约”。北京商报记者发现,现代起亚、捷豹路虎、极星、极越、哪吒等车企均未出现在展位图上。

  错峰竞速

  事实上,为提前抢占关注度,2025上海车展开幕“前夜”部分车企已提前开跑。

  以4月15日为例,小鹏汽车、极氪汽车、沃尔沃、广汽本田等品牌集中发布新车型。提前“打新”,不仅抢先输出各自品牌在智能化、电动化、价值锚定等维度的最新战略落点,也折射出车企对于时间窗口的敏锐把握。目前,汽车行业竞争激烈,“提前发布、展会亮相、二次曝光”也成为车企的一套营销“组合拳”。

  其中,凭借MONAM03“翻身”的小鹏汽车,抢发2025款小鹏X9,起售价为35.98万元。据了解,该车全系搭载自研AI芯片和图灵智驾平台,融合72B参数模型训练体系及800V高压平台,技术体系深度自研、布局全面,是小鹏从“智能+电动”转向“AI驱动”的核心支点。“图灵AI芯片具备300亿参数本地处理能力,将于今年二季度率先在中国内地市场量产上车,并推动L3级智驾量产落地。”小鹏汽车相关人士对北京商报记者表示,小鹏X9右舵版车型在中国香港已经进行城市NOA测试,今年下半年小鹏X9即将登陆欧洲。

  同样在2025上海车展前夕发布新车的还有智己汽车。4月18日,全新一代智己L6正式发布,预售权益价为21.99万—28.99万元,该车型也将在本届上海车展亮相。智己汽车联席CEO刘涛表示,智己汽车还将在车展上公布线控底盘技术的发展脉络和技术细节,并发布一款特别的智己L6车型。此外,由于头顶流量“光环”的小米YU7缺席2025上海车展,也让外界更加关注鸿蒙智行将在车展上如何“出牌”。2025上海车展前夕,鸿蒙智行成员之一的问界品牌,正式发布全新大型SUV——问界M8,该车型也将在车展上与公众见面。

  “相较此前集中在车展首日‘秀肌肉’的传统方式,如今车企更倾向于在主场营销之外进行错峰发布,以实现信息分流与话题预热,再借助车展平台实现二次放大。”中国汽车流通协会专家委员会成员颜景辉认为,北京和上海车展,车企更多为展示实力和未来走向,但在激烈的车市竞争下,抢发新车能够占据市场先机。

  值得一提的是,大众、上汽通用、梅赛德斯—奔驰等海外及合资品牌也提前亮“肌肉”。其中,上汽通用别克品牌不仅发布全新高端新能源子品牌至境,还正式亮相“逍遥”超级融合架构。“未来12个月,别克将推出6款基于‘逍遥’超级融合架构的全新新能源车型。”上汽通用别克品牌相关人士介绍称,新架构可实现MPV、SUV、轿车三种全车身形式,以及纯电、插混、增程三种全新能源技术。此外,北京商报记者了解到,上汽通用别克品牌与Momenta达成合作,今年将全面部署L2级城区辅助驾驶技术。

  (文章来源:北京商报)

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