比亚迪、小鹏、问界等车企锁死事故车业务，保司、4S与修理厂“三国杀”又增变数？

市井财经01-11

新能源车企将售后业务的篱笆越扎越牢，尤其是高价值的事故车锁死授权体系。而保司迫切需要调维修渠道结构降本，将事故车引流至综修厂，但实际承修比例却很低。新能源售后“三国杀”局面何时迎来转机?作者丨流意投稿请加微信：18001896570转载请注明来源：AC汽车（ID：acqiche）新能源主机厂纷纷盯上了高价值的事故车业务。日前，小鹏汽车官方推出“事故焕新服务”，承诺维修和置换最高补偿19万。车主一旦...

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variables?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81211":0.6,"BYDDY":1.91,"01211":1.91,"09868":1.89,"09927":0.9,"XPEV":1.89,"HYDD.SI":0.6,"002594":1.91},"content_text":"新能源车企将售后业务的篱笆越扎越牢，尤其是高价值的事故车锁死授权体系。而保司迫切需要调维修渠道结构降本，将事故车引流至综修厂，但实际承修比例却很低。新能源售后“三国杀”局面何时迎来转机?作者丨流意投稿请加微信：18001896570转载请注明来源：AC汽车（ID：acqiche）新能源主机厂纷纷盯上了高价值的事故车业务。日前，小鹏汽车官方推出“事故焕新服务”，承诺维修和置换最高补偿19万。车主一旦投保，未来三年内的维修将大概率锁定在其授权体系内。据AC汽车早前报道，问界、比亚迪、小米汽车以及极氪等车企都推出了类似的服务包。这类服务包的享全条件通常一致：一是店内续保；二是返回授权中心维修。这类产品将事故车业务中的钣金、喷漆和维修都截流在授权体系，留给独立汽修厂的缝隙似乎越来越小。另一边，随着燃油车进入存量时代，优质新能源车客户成为各大保司的争抢焦点。人保、平安、太保 “老三家”凭借在新能源车险领域超70%的集中度，并逐步实现盈利，也为它们在理赔端持续降本提供了底气。这意味着，在新能源车企深度介入售后背景下，保司、4S与汽修厂之间原有的“三国杀”格局，可能会出现新的变化。车企服务包如何改变事故车流向？车企推出的各类事故服务包，本质上是一种商业车险之外的补偿服务。其核心功能，在于补偿车辆因事故造成的折旧损失，并在定损金额达到一定比例时，提供全损换新车的选项。图片摘自《迪粉车友圈》对车主而言，新能源汽车的贬值幅度通常高于燃油车，尤其是事故后的维修成本高昂，可能导致续保时保费上涨甚至被拒保。此类服务包可在一定程度上缓解这类担忧。以小鹏的“事故焕新服务”为例：每年最多支持4次维修，累计最高可获3万元维修补偿；若发生大事故需置换新车，最高还可享受10万元专项补偿。问界则对售后服务进行了更细致的划分，推出电池延保、驾行安心包、轮胎保障及漆面权益四大类，尽可能覆盖用户多样的用车场景。其中“驾行安心包”又包含维修补偿、全损换新和漆面权益三部分，不同车型售价不同，例如M7系列的售价介于980元至3880元之间。据一位问界投资人透露，目前门店销售最好的是“驾行安心包”。因为赛力斯对经销商的一项考核指标，就是将该包的销售渗透率做到进店客户的15%——大多数门店都能超额完成。根据他的说法，赛力斯将此类服务包代表的“周边生态”列为经销商的重点考核内容。在配件方面，要求经销商“平进平出”，即按成本价销售给客户；但对售后服务包，则会给予经销商高达46%的销售返点。这极大激发了经销商的推广意愿，既能赚钱，也为售后业务积累了客户。该投资人透露，问界售后业务的毛利率大约在40%。对新能源主机厂来说，一方面，掌握原厂配件定价权；另一方面，通过服务包锁定车主未来3-5年的维修权益，既能从配件中盈利，也能稳定经销体系、巩固授权网络，同时增强与保险公司谈判时的话语权。更重要的是，新能源车企借助OTA技术能够实时监测车辆状态，主机厂与用户直连的效率大幅提升，这也强化了车主在事故后返回授权体系维修的习惯。然而，这对一心想要控制理赔成本的保险公司而言，却并非好消息。仅8%留修率综修厂啃不下新能源事故车业务？普遍观点看来，进入新能源时代，保司调整维修渠道结构比的意愿，比油车时代更加强烈。最直接的压力源自新能源车出险率高、维修成本贵、保司年年亏损。2024年全行业亏掉57亿，137个车系赔付率超100%。2025年第20期《零整比报告》统计，100款新能源车的平均零整比高达312.24%；关键配件价格普遍上涨，如前保险杠零整比涨11.22%；动力电池仍是成本核心，平均零整比49.59%，占车价一半。据J.D.Power中国区提供的调查数据显示，轻微剐蹭时新能源车的平均维修费用在5000元至1.5万元，而同价位的燃油车仅为2000元至8000元。粗略算来，新能源汽车的维修成本大约是燃油车的2-2.5倍。而授权渠道对许多受损部件采取“只换不修”的策略，进一步推高了新能源汽车的维修成本。上海小言新能源董事长邓东旭在AC汽车峰会上提供了印证：2024年，新能源汽车保险保费规模约为1400亿元，行业整体亏损率约为4%。这一数字虽看似不高，但与燃油车险约3%的盈利水平相比，正负之间差距达到7个百分点。因此，保险公司有充分的动力降低维修成本，将车辆引导至综合修理厂维修，其维修成本约为4S店的4折。可以说，维修渠道的选择直接关系到保司盈亏。但现实问题是，保司将事故车引流至综修厂，实际承修的比例却很低。据悉仅在5%-10%，平均约8%。问题的症结在于：如何说服车主，以及由谁来说服车主，脱离主机厂的授权体系而选择独立修理厂？在油车时代，汽修厂想要成功留修也需要拿出返点或提供更多增值服务，但在新能源时代，想让车主“叛逃”难度更大。从车主视角看，最核心的顾虑是脱离4S店维修，“三电系统”等核心部件的终身质保权益可能被取消。更严峻的是，新能源车企还在售后锁客方面层层加码。在“三电”超长质保之外，再推延保服务，并叠加“智驾险”，将车主更深地更久地锚定在授权体系内。这使得独立售后企业想要获取高价值的新能源事故车业务，变得愈发困难。新能源售后“三国杀”局面何时迎来转机?新能源车企紧盯售后，事故车行业的\"三国杀\"局面也愈发紧张。4S店靠原厂认证和授权垄断定价，掌握绝大部分维修客源；独立维修厂的维修成本只有4S的40%，却被拒之门外；保险公司则在保费和控成本之间做平衡。然而，保司延用传统“保费换资源”的旧规则正面临挑战。新能源车企以“技术安全”和“数据主权”为由，把维修数据、配件供应牢牢握在手里，构建封闭的售后生态。这就大大削弱了保司的定价权，也剥夺了车主的维修选择权，同时挤压了独立售后企业的生存空间。其结果是，车主喊贵，险企喊亏，修理厂抱怨市场垄断……新能源事故车似乎也在走向某种僵局。当然，政策层面也传来调改的积极信号。2025年年初，四部委发布了《新能源车险高质量发展的指导意见》，重点提出要合理降低新能源汽车维修使用成本。近期，由中国汽车维修行业协会牵头，联合保险业协会等四大协会，在北京召开启动会，正式推进新能源汽车维修和理赔标准制定。这次会议释放了一个有意思的信号：政策天平正在从“造得好”转向”用的好”，从侧重企业转向重视消费者。此举可能会改变国内新能源汽车维修、理赔和保险的游戏规则。基于会议内容，AC汽车做了几点预判：1、统一维修理赔标准：什么能修、什么该换，不能只由车企说了算。2、强制数据共享：打破车企数据黑箱，把定价还给市场。3、开放维修体系：像宁波\"诚信修\"平台那样，全链条覆盖政府、车主、保险公司、修理厂、配件商、救援公司，打破主机厂垄断，独立售后也有机会进场吃肉。当然，车险行业的深层问题难以一蹴而就。标准好定，怎么落地是关键。即便未来能倒逼车企开放部分技术与配件供应，涉及核心系统部件的控制权仍将在车企手中。更大的挑战是，修理厂的维修技术、设备以及配件若跟不上，车主最终还会流向授权体系。值得进一步观察的是，保司若降低了维修成本，保费是否会相应下调？此外，越来越多的车企自营车险构建闭环，保司又该如何应对？","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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