车企掌门人齐发声开局即决战

中国经营网01-10

“我们不追求销量有多高，而是要稳扎稳打。”长城汽车董事长魏建军的声音里，藏着对企业穿越周期的审慎与笃定。镜头另一端，小米董事长雷军在近日的直播中坦诚回应：“2026年的挑战肯定不会少，也不会容易。”而在中国一汽的新年献词现场，董事长、党委书记邱现东一句“开局即决战”，为整个企业定下了紧绷的奋斗基调。北汽集团党委书记、董事长张建勇则以“迎万难，赢万难”为新年致辞主题，字字铿锵间，尽是直面风浪的决心。...

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begins","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"82333":0.6,"601633":1.94,"HXXD.SI":0.6,"02333":1.94,"GWLLY":1.94,"MIUmain":0.6,"GELYY":1.84,"01810":1.92,"XIACY":1.92,"00175":1.84},"content_text":"“我们不追求销量有多高，而是要稳扎稳打。”长城汽车董事长魏建军的声音里，藏着对企业穿越周期的审慎与笃定。镜头另一端，小米董事长雷军在近日的直播中坦诚回应：“2026年的挑战肯定不会少，也不会容易。”而在中国一汽的新年献词现场，董事长、党委书记邱现东一句“开局即决战”，为整个企业定下了紧绷的奋斗基调。北汽集团党委书记、董事长张建勇则以“迎万难，赢万难”为新年致辞主题，字字铿锵间，尽是直面风浪的决心。　　从老牌车企掌舵人的铿锵誓言，到新势力玩家的坦诚表态，这些来自行业一线的个体发声，拼凑出中国汽车产业驶入深水区后，集体锚定的航行方向。　　回望2025年，中国汽车行业的赛道上从未缺少风浪——价格竞争余温尚在，“新能源占比过半”的里程碑悄然达成，“60天账期”的兑现承诺与“人形机器人初亮相”的技术惊喜交织出现。即便在这样的变幻与博弈中，中国车市依然交出了亮眼答卷：全年乘用车零售总量突破2378万辆，新能源渗透率稳稳超过50%。　　风浪未停，征程再启。2026年开年，十余家主流车企几乎同步递出新年“答卷”。这些致辞风格各异，却藏着高度一致的心跳：科技创新、转型突破、全球化布局。2025年的销量成绩单，早已为这份行业共识写下最有力的注脚；而新一年的钟声敲响时，这场围绕技术内核与价值重构的决战，已然硝烟四起。　　智能化成为重要抓手　　2025年，中国汽车行业迎来智能驾驶的“普及元年”。L2级组合驾驶辅助系统的渗透速度远超市场预期，相关统计显示，前三季度其市场渗透率已攀升至64%，意味着超六成新车自带高级辅助驾驶功能。这一跨越式发展的背后，是智能驾驶产业链的快速成熟与核心技术成本的持续下探——曾经专属高端车型的智驾功能，正加速下沉至15万级乃至更亲民的入门车型，“标配智驾”已从差异化卖点转变为消费者购车的基础考量。　　更具里程碑意义的是，行业正加速迈入从L2普及向L3商用的关键转折点。2025年12月，工信部正式发放国内首批L3级有条件自动驾驶车型准入许可，北汽蓝谷麦格纳的极狐牌BJ7001A61NBEV型纯电动轿车成功入选，拿下全国首批L3级自动驾驶专用正式号牌。此次获批的极狐车型可在北京市京台高速、机场北线高速等指定路段，以最高80km/h的速度实现单车道自动驾驶功能，标志着北汽在高阶智驾领域的先发优势。同步推进的还有“北汽元境智能”全系升级为全域智能体，完成智驾体系的全面进阶。　　这仅仅是高阶智驾竞赛的起点。北汽集团董事长张建勇表示：“2026年，竞争只会加剧，形势更具挑战。要以‘迎’万难之常态和‘赢’万难之决心，把困难踩在脚下，将胜利攥在手中。”这种紧迫感，正是当下全行业的真实写照——随着智能驾驶成为车企核心竞争力的“必争之地”，一场决定生存的淘汰赛已全面打响。　　在这场竞速中，传统车企巨头长城汽车凭借稳健的智驾普惠化战略，实现了技术与销量的双向突破。2025年2月，长城汽车董事长魏建军亲自下场，在重庆开展智驾直播挑战：旗下魏牌高山车型完成4小时零接管行驶，全程覆盖12座立交桥、3处跨江隧道及9组发卡弯道，用真实路况验证了智驾系统的稳定性。　　这一战略的成效在2025年年末集中显现：高阶智驾系统Coffee Pilot Ultra实现全系车型覆盖，用户激活率高达96%，智驾功能已成为长城车型的核心吸引力。依托智能新能源赛道的精准布局，长城汽车全年销量创下1323672辆的历史新高，实现7.33%的同比增长，印证了智驾普惠对市场表现的强力拉动。　　中国一汽则走出了一条“自研+合作”双轮驱动的差异化智驾之路，构建起覆盖多品牌的立体智驾体系。自主板块的红旗品牌以全栈自研的“司南智驾”为核心，筑牢技术根基。合资板块则通过精准绑定伙伴补齐短板——一汽丰田携手Momenta搭载高阶城区辅助驾驶系统；一汽奥迪更与华为干昆智驾深度定制，推出的A5L干昆智驾版实现“油电同智”，成功突破燃油车智能化升级的四大瓶颈。　　多元布局带来了稳定的市场回报：2025年，一汽合资板块表现坚挺，一汽奥迪全年零售570088辆，时隔6年重回燃油豪华车销量榜首；一汽-大众以1587065辆蝉联合资车企及燃油车销量“双冠军”；一汽丰田805518辆的销量实现连续三年正增长，为集团发展提供坚实支撑。　　正如中国一汽董事长、党委书记邱现东所言，集团坚定向智向新，加快动能转换，全年突破关键核心技术300余项，智能网联新能源产品提质扩容。　　新势力阵营则呈现两极分化的发展态势。跨界入局的小米汽车成为最大“黑马”，在技术自研与合规发展的平衡中快速追赶，全年交付超41万辆，远超35万辆的年度目标。其中，首款车型小米SU7全年交付超24万辆，终结了Model 3在中国市场的销量神话；第二款车型YU7上市6个月交付即破15万辆，充分验证了“人车家全生态”的市场穿透力。　　业内人士普遍认为，2025年L2的全面普及与L3的商业化破冰，标志着中国自动驾驶已进入规模化发展的关键阶段。未来2年，随着技术成熟度持续提升与核心部件成本进一步下探，高阶智驾将加速向中端市场渗透，中国有望成为全球自动驾驶商业化落地的核心市场。而对于车企而言，这场围绕智能驾驶的竞赛，早已超越技术比拼的范畴，更关乎市场份额、品牌生存的战略决战，唯有持续创新、精准布局，才能在激烈的竞争中站稳脚跟。　　从营销驱动到技术为王　　而在这场关于技术的竞赛中，“技术透明化”正在成为重要的趋势。　　1月3日晚的直播中，小米汽车工程师现场拆解了一款2025年12月28日下线的小米YU7标准版。在这场长达4小时的直播中，以“拆车回应质疑”为核心主题，回应了此前互联网上关于小米汽车的诸多舆论关切。　　《中国经营报》记者注意到，在这场直播中，雷军退居“主持人”角色，工程师团队成为主角，用“工程语言”拆解YU7的每一个螺栓与线束，直接回应“用料差、无自研”的质疑，标志着其从依赖创始人IP的营销驱动，全面转向技术驱动的品牌重塑。　　面对新的一年，雷军在直播中坦言，对于2026年规划，将坚持技术研发，未来5年，小米汽车至少会投入2000亿元。　　梳理车企新年致辞与战略动作，不难发现行业已形成共识：技术创新是核心壁垒。而这些共识，正在推动中国车市从价格内卷全面转向价值竞争。　　“把一汽建成科技公司”，邱现东的表态精准击中行业转型核心。2025年，中国一汽通过入股卓驭、零跑强化智能化与新能源技术储备；北汽实现近音速驱动电机、DHT混动变速器等关键零部件自研自控；小米的4小时拆车直播，更是将技术透明化推向新高度。　　面对愈演愈烈的行业价格战，魏建军始终主张追求“有质量的市场占有率”，不盲目攀比销量规模。“我一直在呼吁，要求我们高管不要只看当下、不要想着挣快钱，至少要看到未来5—10年，到那个时候，长城汽车会是什么样？”魏建军表示，如果现在企业经营不健康、没有技术储备、做不到最优质量，不仅未来在国内站不住脚，出海就更没希望了。　　在政策调整、技术迭代、全球化竞争的多重压力下，2026年车市淘汰赛将进一步加速。　　科方得咨询机构负责人张新原对记者表示，传统车企与新势力的销量分化确实标志着淘汰赛进入新阶段。核心驱动因素并非单一维度，而是技术、供应链和战略布局的协同作用。技术层面，智能化（如自动驾驶、座舱体验）和电动化续航效率成为分水岭；供应链层面，成本控制与电池、芯片等关键资源的稳定性至关重要；战略布局层面则体现在企业对市场节奏的把握、品牌定位的清晰度以及生态协同能力（如软件服务、能源网络）。当前阶段，任何短板都可能被放大，系统性能力强的企业更具韧性。　　有业内人士对记者表示，2026年市场格局可能呈现以下趋势：第一，头部企业集中度进一步提升，部分中小品牌面临整合或退出；第二，跨界融合加速，科技企业与车企的合作将催生新商业模式；第三，海外市场成为重要增长点，具备全球化布局的车企将更具韧性。总体而言，行业将在政策引导与市场选择中走向更高质量、更可持续的发展阶段。　　可以预见，2026年的中国车市，竞争焦点将彻底从交付量转向技术壁垒、盈利能力与全球化能力。那些能够坚守技术创新、精准把握政策导向、高效布局全球市场的企业，将在这场“开局即决战”的较量中占据先机，而行业两极分化的格局，也将在这场决战中进一步固化。（文章来源：中国经营网）","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":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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车企掌门人齐发声 开局即决战

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