纯电行政轿车：技术虽强，却难撼动传统豪华的“身份符号”地位

ITBEAR科技资讯2025-12-14

在新能源汽车渗透率突破50%的当下，高端纯电行政轿车市场却呈现出与整体趋势截然相反的冷清景象。蔚来ET9、奥迪e-tron GT、宝马i7等车型虽在技术参数上全面领先传统燃油旗舰，但市场表现始终难以突破“叫好不叫座”的困境。数据显示，蔚来ET9截至2025年10月累计销量仅2193辆，月销最低时跌至127辆；宝马i7在中国市场月销量长期徘徊在500-700辆区间；奥迪e-tron GT年销量更是仅...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251214213608a6a15943&s=b><strong>ITBEAR科技资讯</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在新能源汽车渗透率突破50%的当下，高端纯电行政轿车市场却呈现出与整体趋势截然相反的冷清景象。蔚来ET9、奥迪e-tron GT、宝马i7等车型虽在技术参数上全面领先传统燃油旗舰，但市场表现始终难以突破“叫好不叫座”的困境。数据显示，蔚来ET9截至2025年10月累计销量仅2193辆，月销最低时跌至127辆；宝马i7在中国市场月销量长期徘徊在500-700辆区间；奥迪e-tron GT年销量更是仅...</p>\n\n<a 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GT年销量更是仅有数百台，沦为展厅装饰品。与之形成鲜明对比的是，奔驰S级与宝马7系前10个月累计销量分别突破8000辆和7000辆，继续稳坐高端行政轿车市场头把交椅。这场技术革新与市场认知的错位，暴露出高端消费群体对“豪华”定义的深层坚守。传统豪华行政轿车经过百年沉淀，已超越交通工具属性，成为社会身份认同的具象化符号。当商务场合中出现奔驰S级时，其V8引擎声浪、金属旋钮阻尼感等机械仪式感，无需言语便能传递“实力与规矩”的隐性信息；而纯电车型的静谧平顺，在需要彰显存在感的场景中反而成为劣势。某企业高管在采访中直言：“开新势力车型接客户时，常被问‘这是什么牌子’，这种解释成本本身就降低了沟通效率。”纯电技术特性与高端用车场景的矛盾同样突出。尽管超充网络已覆盖全国高速，但蔚来换电站的布局仍集中在长三角、珠三角等经济发达地区，中西部地区补能便利性不足的问题，直接削弱了商务人士跨省出行的信心。更令高净值人群顾虑的是资产保值问题：BBA燃油行政车三年保值率普遍超过60%，而纯电车型因电池衰减等因素，二手残值率不足45%。对于3-5年即换车的消费群体而言，这种“隐性成本”远比日常用车开支更敏感。新势力品牌在技术迭代策略上的激进，反而加剧了市场认知混乱。某品牌旗舰车型三年间经历“智能座舱-全域领航-AI大模型”三次定位调整，导致早期用户产生“技术过时”的焦虑感。这种快速迭代模式在消费电子领域行之有效，但在豪华车市场却适得其反——2020款奔驰S级至今仍显庄重，而2023款新势力旗舰可能因软件停更而显得落伍。汽车行业分析师指出：“豪华品牌的护城河不在于参数竞赛，而在于构建贯穿产品生命周期的价值叙事。”蔚来ET9搭载的5nm智驾芯片、全域900V高压平台等技术，虽能实现“香槟塔过减速带不洒酒”的极致舒适性，却未能触动高端市场的核心需求。某新势力品牌负责人坦言：“我们误以为堆砌技术就能定义豪华，但真正的身份认同需要时间沉淀。当客户看到S级就能联想到成功人士，而看到ET9时却需要解释配置参数，这种认知差距不是短期能弥补的。”这场电动化与传统的较量，本质上是效率革命与文化惯性之间的博弈。纯电行政轿车要突破市场瓶颈，既需要解决补能网络覆盖、保值率等现实问题，更需构建能被社会广泛接受的身份符号体系。正如某资深汽车媒体人所言：“技术可以弯道超车，但品牌信任需要直线积累。新势力们正在书写的，是一段关于时间、耐心与文化重构的漫长故事。”","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","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":"Mozilla/5.0 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