2025金九银十：小鹏、小米销量首破4万辆，蔚来“脱贫”了？

汽车头条APP10-11

传说中“金九银十”又回来了。刚刚过去的9月份，部分新势力销量迎来新高，一些品牌持续回暖，新势力市场渗透率不断走高，零跑甚至即将踏入主流车企行列。各家官方数据显示，零跑汽车9月销量达到66,657辆，成为单月首破6万销量的新势力品牌；鸿蒙智行继续依靠问界的优异表现，以52,916辆的销量位居第二，并依然是成交均价最高的品牌；小鹏汽车首次突破4万辆，共销售41,581辆新车；小米汽车产能有所提升后，9...

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Is Nio \"out of poverty\"?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"01810":1.5,"09866":1.5,"09868":1.5,"EVS.SI":0.6,"MIUmain":1.5,"HXXD.SI":0.6,"NIO":1.5,"NIO.SI":1.5,"XIACY":0.6,"XPEV":1.5},"content_text":"传说中“金九银十”又回来了。刚刚过去的9月份，部分新势力销量迎来新高，一些品牌持续回暖，新势力市场渗透率不断走高，零跑甚至即将踏入主流车企行列。各家官方数据显示，零跑汽车9月销量达到66,657辆，成为单月首破6万销量的新势力品牌；鸿蒙智行继续依靠问界的优异表现，以52,916辆的销量位居第二，并依然是成交均价最高的品牌；小鹏汽车首次突破4万辆，共销售41,581辆新车；小米汽车产能有所提升后，9月份销量突破4万辆；蔚来三品牌合计销售34,749辆新车，同样创历史新高；理想交付33,951辆新车，i系列仍未达到提升销量的效果。理想仍未回暖，蔚来的增长能持续多久？9月份，理想i6发售，并交出了2万大定的成绩，不过i6交付时间尚短，仍未能帮助理想销量上扬。相比8月份，理想销量环比上涨19%，但同比仍下降36.8%。销量未实现提升的主要原因，或仍是来自竞品的冲击和i系列产能，以及市场认知的问题。竞品冲击的情况愈演愈烈，相比8月份之前，增程市场车型中，零跑和问界销量的持续增长，让理想持续受到两面夹击。此外，20万级混动和增程市场的竞品日益增多，也是理想L6销量无法维持基本盘的另一大原因。而理想i系列虽然在i6开售后有着不错的大定成绩，但产能交付问题以及i6的后劲是否能维持长期的高订单量，也需要看后续用户需求的变化。在理想维持现阶段的产品战略基础上，理想后续一段时间内的销量增量大概率是来自i系列，毕竟L系列目前受到的市场挤压越来越严重，且L系列对于用户来说有种“审美疲劳”，且产品力和技术创新方面已经被同级甚至更低价位的产品超越。因此，理想想要改变L系列目前的处境尤为困难，更好的方式就是主打i系列的营销，用产品差异化打出新赛道，才有可能实现增量。蔚来目前的情况看起来比理想好一些。如果说理想是腹背受敌，蔚来就是同级其他品牌的“敌”。9月蔚来旗下三品牌共销售超3.4万辆新车，其中蔚来品牌9月份交付13,728辆新车，乐道交付15,246辆新车，萤火虫则交付5,775辆新车。整体来看，蔚来正处于上量趋势，但细看各品牌销量，蔚来品牌销量环比上涨30.4%，萤火虫环比上涨32.9%，而乐道则环比下滑7.2%。乐道本该作为蔚来旗下最走量的品牌，如今却出现环比下降的趋势。再反观蔚来和萤火虫两大品牌通过新的BaaS购车模式吸粉，不难看出，蔚来目前也是高度依赖销售政策和营销手段卖车的企业。没有用户满意的销售政策，蔚来三大品牌中的任何一个可能都会面临困境。因此，笔者认为在今年的市场收官季，蔚来如果不能持续拿出强有力的销售政策支持，后续想要持续实现销量上扬会有一定困难。小鹏、小米均破4万辆，谁更有后劲？9月份小鹏和小米销量均破4万辆，意料之外，也在情理之中。小鹏今年的产品营销策略为其打了一场漂亮的翻身仗。与前几年不同，小鹏不再纠结于每款车都能形成爆款的结果，而是打造几款标杆车型，不仅能维持销量稳定增长，同时也能为单一车型在市场中打下产品基础。比如一直是小鹏销量担当的MONA M03，目前已成为10万至15万A级纯电轿车的不二之选。全新小鹏P7、小鹏P7+以及小鹏G6在各自的细分市场也有着不错的表现，得益于这几款车相对较高的性价比。值得一提的是，小鹏X9一直稳定在高端纯电MPV市场销冠的位置，为小鹏吸引了不少流量。小米产能有所突破，带来了超4万辆的交付成绩。不过小米目前的交付量仍是在消化此前的订单量，无法评判其现在的真实销售水准。另外，对于小米来说，近段时间出现的各种事件将其推向风口浪尖。首先是小米SU7 Ultra车主退定事件，以及小米SU7二手车行情崩塌，“理财产品”的滤镜破碎，加之其高强钢的海报“小字”宣传事件，亦有其11万辆SU7召回OTA事件，小米在卖车一年半的时间里，由纯网红信仰变成了大部分新势力品牌都会经历的市场检验阶段。这意味着，接下来，小米汽车的订单持续“野蛮生长”的概率不会更大，其明年将要推出的增程式车型能否延续小米YU7的夸张数据，也是未知数。但有一点，小米汽车回归正常市场竞争只是时间问题。由此来看，虽然都是月交付40000辆，但小鹏和小米在市场中的处境截然不同。前者正在稳扎稳打地积累市场口碑，状态已经趋向稳定，而后者则可能还在面对瓶颈期，后续产能持续提升可以带来交付量大幅增加。结语：今年新势力之间的竞争尤为激烈，虽然各家新势力的处境以及按销量划分的品牌梯队比此前更加明显，但是，头部、腰部和尾部新势力的销量差距越来越大，分隔越来越清晰，而整体大幅向好的趋势，也印证了今年竞争的激烈。刚刚过去的“十一”战报中，各大新势力中一部分已经交出了今年最强单周成绩，在明年新能源车购置税就要施行的情况下，第四季度新势力们只要拿出诚意，再加上国补和购置税“双动能”基础，相信还能更上一层楼。\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"CCBot/2.0 (https://commoncrawl.org/faq/)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.5","shortVersion":"4.35.5","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2574743047","isCrawlerRequest":true}