都市车界|2025车市榜单洗牌：小米挤入前十，自主品牌抢占4席

都市车界01-13

齐鲁晚报·齐鲁壹点记者张雪据乘联会2026年1月12日发布的2025年国内狭义乘用车市场零售数据显示，全年累计销量达2374.4万辆，同比增长3.8%。在年度销量前十榜单中，小米汽车首次跻身行列，成为行业关注的亮点之一。但相较于单一品牌的位次突破，更值得行业聚焦的是市场格局的结构性重构——自主品牌占据前五席位中的四席，合资品牌集体遭遇销量下滑，日系品牌仅丰田留存前十阵营。这一格局洗牌并非短期市场...

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张雪据乘联会2026年1月12日发布的2025年国内狭义乘用车市场零售数据显示，全年累计销量达2374.4万辆，同比增长3.8%。在年度销量前十榜单中，小米汽车首次跻身行列，成为行业关注的亮点之一。但相较于单一品牌的位次突破，更值得行业聚焦的是市场格局的结构性重构——自主品牌占据前五席位中的四席，合资品牌集体遭遇销量下滑，日系品牌仅丰田留存前十阵营。这一格局洗牌并非短期市场波动所致，而是新能源转型深化、消费需求升级与企业战略布局差异共同作用的必然结果。新能源与智能化转型的加速推进，是驱动市场格局重构的核心动力。数据层面，2025年新能源乘用车全年零售量达1280.9万辆，同比增幅17.6%，市场渗透率正式突破60%，标志着国内乘用车市场全面迈入新能源主导时代。与之形成鲜明反差的是，传统燃油乘用车全年零售量仅1094万辆，同比下降9%，其中12月单月同比降幅扩大至30%，燃油车市场份额持续萎缩。在此背景下，自主品牌凭借对行业趋势的精准研判，通过持续的技术迭代构建起核心竞争壁垒：比亚迪以348.45万辆的年度销量实现断层领跑，市场占有率攀升至14.7%，其纯电与插混双线并行的产品布局，全面覆盖10万-30万元主流消费区间；吉利汽车旗下银河系列表现亮眼，全年销量123.58万辆，带动企业新能源业务同比增长90%，成功跻身行业第二梯队头部位置。合资品牌的新能源转型滞后，成为其市场竞争力下滑的关键症结。曾经占据市场主导地位的大众、日产、本田等合资品牌，2025年均出现不同程度的销量下滑：上汽大众全年销量同比降幅达11.5%，为前十榜单中跌幅最大的品牌；日产、本田则直接跌出年度销量前十，退出头部阵营。深入分析来看，合资品牌的核心问题集中在两方面：一是电动化产品投放节奏缓慢，未能及时跟进市场对新能源车型的需求增长；二是在智能座舱、高阶辅助驾驶等本土化创新领域响应不足，产品配置与国内消费者核心需求存在偏差。即便是成功留存前十的丰田，也主要依靠成熟的混动技术维持市场份额，在纯电赛道尚未形成具备竞争力的产品矩阵，增长动力持续承压。消费需求的理性升级，进一步加速了市场的分化格局。2025年国内车市呈现显著的“消费理性化”特征，消费者购车决策逻辑从传统的“品牌溢价导向”转向“价值实用导向”，对合资品牌的固有光环依赖度持续降低，更注重车辆续航表现、智能配置水平与性价比的综合平衡。这一趋势直接催生了市场的两极繁荣态势：在刚需市场，10万元级A0级纯电车型成为主流选择，吉利星愿、比亚迪海鸥等车型凭借亲民定价与稳定的续航能力，实现年度销量同比69%的高速增长；在中高端市场，国产新能源车型凭借“价值升级式平替”优势快速崛起，问界M9、极氪9X等车型成功吸引大量传统豪华品牌用户换购，其中极氪9X的意向用户中，70%源自BBA等传统豪华品牌阵营。消费需求结构的这一变化，与自主品牌的产品布局高度契合，进一步放大了自主品牌的市场竞争优势。企业战略布局与渠道模式的差异化，进一步加剧了市场的马太效应。在市场竞争加剧的背景下，自主品牌不仅在产品端精准发力，更在渠道模式创新上主动突破：比亚迪在全国范围内布局的直营体验店已超1200家，通过“直营引流+经销商服务”的协同模式，有效提升了用户购车体验与市场触达效率。同时，海外市场成为自主品牌新的增长引擎，奇瑞、上汽、比亚迪等企业2025年海外销量均突破百万辆，形成“国内市场巩固提升、海外市场快速突破”的双轮驱动发展格局。与此同时，新势力阵营内部的分化态势也愈发明显，40万辆年销量成为头部与腰部企业的关键分水岭，小米、小鹏等企业凭借精准的产品定位与高效的市场运营能力完成年度销量目标，成功跻身新势力头部阵营，进一步挤压了传统合资品牌的市场空间。业内人士分析认为，2025年国内乘用车市的格局洗牌，并非行业竞争的终点，而是市场进入“成本控制、技术研发、规模效应”综合竞技深水区的开端。随着人工智能技术与汽车产业的深度融合，汽车产品正从传统交通工具向“移动智能终端、储能单元、数字空间”三位一体的综合载体演进，未来行业竞争将升级为“平台技术+生态体系”的全方位较量。对于消费者而言，市场格局的重构带来了切实红利，产品选择范围更广泛，性价比优势更突出；对于车企而言，唯有加快技术创新步伐、优化战略布局、创新商业模式，才能在日趋激烈的市场竞争中筑牢发展根基，实现可持续增长。","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":"dataReport","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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