全球汽车品牌价值正在重塑，比亚迪距离大众仅一步之遥

汽车与配件AP02-03

点击上方蓝字| 关注汽车与配件整个2025年，全球汽车行业已进入系统性重构的关键阶段。电气化已从行业愿望转变为市场现实。全球新能源汽车普及率已突破关键门槛，主要市场进入新的规模化应用周期。智能化维度不断深化，行业关注点从孤立的技术创新升级为汽车智能生态的融合。软件定义汽车架构已成为全球行业共识。在这种颠覆性的市场环境中，有必要重新评估结构性转变如何影响汽车品牌价值。基于此，全球知名的独立评估机构...

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关注汽车与配件整个2025年，全球汽车行业已进入系统性重构的关键阶段。电气化已从行业愿望转变为市场现实。全球新能源汽车普及率已突破关键门槛，主要市场进入新的规模化应用周期。智能化维度不断深化，行业关注点从孤立的技术创新升级为汽车智能生态的融合。软件定义汽车架构已成为全球行业共识。在这种颠覆性的市场环境中，有必要重新评估结构性转变如何影响汽车品牌价值。基于此，全球知名的独立评估机构AutoVision Awards于1月31日发布了《2025全球汽车品牌价值评估报告》，除了对传统金融和市场指标的结构化分析外，评估还扩大了对TikTok、Instagram、微博等主流社交平台的观察，并对用户行为模式进行了更深入的分析。笔者摘译了该报告的核心信息，英文原版报告来源于AutoVision Awards官网。2025年，全球汽车行业品牌价值格局发生历史性重构。三个核心趋势正在推动这一转变：新能源汽车快速发展加速产业转型，中国品牌实现突破性进展；可持续发展已从合规义务转变为核心战略资产，并演变成品牌价值的关键驱动力。竞争已经从产品性能扩展到生态系统编排，软件、能源集成和服务架构成为新领域；电动化、智能化转型进入规模扩张与差异化发展并行的阶段，行业竞争格局持续重塑。表格来源：AutoVision Awards研究结果表明，丰田集团凭借在混合动力总成技术、全球运营足迹和可持续制造能力方面的系统优势，在品牌价值排名中重回榜首。日本汽车品牌在全球保持着较大影响力，以丰田、本田、日产、铃木等8个品牌为代表，在混合动力系统、燃料电池开发、全球精益生产、细分定制等方面展现出独特优势。大众汽车集团紧随其后，展示了规模转型所需的运营弹性和对市场波动的敏锐响应能力。以大众汽车为首的德国汽车品牌保持着强劲的竞争地位。宝马集团和梅赛德斯-奔驰集团通过敏锐的市场情报以及对豪华电气化、数字化客户体验和优质可持续移动出行的持续投资，巩固了自己的领导地位。比亚迪升至第三位，标志着中国汽车品牌首次进入全球前三。中国新能源汽车的进步已成为全球汽车行业持续转型的核心结构性变量，影响着多个市场的技术路径、成本结构和竞争动态。中国汽车品牌正在通过集群效应实现全球价值提升。2025年，中国汽车集团占据十位，其中长城汽车和东风汽车集团首次进入榜单，体现了中国汽车行业制造和供应链能力的快速提升。从区域来看，亚洲汽车品牌表现尤其强劲。除了丰田和比亚迪之外，现代起亚集团仍保持着上游地位。欧洲汽车品牌继续在全球豪华车领域处于领先地位。宝马集团排名第五，梅赛德斯-奔驰集团排名第八，展现了欧洲汽车工程在激烈的市场变革中在技术创新和研发深度方面所保留的先天优势。沃尔沃汽车和保时捷的加入进一步丰富了高端汽车市场的竞争活力。北美汽车品牌正在通过电气化转型寻求差异化的道路。特斯拉继续引领电动汽车技术创新。福特汽车公司在电动皮卡等细分领域取得了重大突破。通用汽车正在加速其电气化转型进程。值得强调的是，可持续发展已深入融入领先汽车品牌的战略核心和运营实践。无论是老牌企业还是新兴企业，都在环保技术开发、供应链脱碳、循环材料应用、工厂绿色转型、社会责任履行等方面加大投入。这不仅是对全球气候要求的必要回应，而且已成为创造品牌差异化、赢得消费者认可和确保投资者信心的基本商业要素和战略机会。汽车制造商正在通过全生命周期碳管理、可再生能源利用、和电池回收系统的开发。以吉利控股集团为代表的中国品牌通过自主开发与开放合作的战略，在智能电动架构、车载系统生态、全球市场拓展等方面取得了显着突破。以宝马、梅赛德斯-奔驰为代表的德国豪华品牌继续在高效电动动力总成、轻量化材料创新、先进自动驾驶和数字化客户体验等方面引领行业方向，增强了其在高价值细分市场的品牌吸引力。此外，随着数字生态系统的不断扩展，社交媒体和用户共创平台已成为汽车品牌与消费者建立深度联系的中心舞台。比亚迪、特斯拉、奔驰等品牌在抖音、微博、X等平台的互动内容、用户情感、社区参与度等方面表现强劲，不仅有效放大了重点市场的品牌影响力，还直接拉动了产品认知度和销售转化。这凸显了数字时代品牌发展和用户关系重构的重要性。这不是简单的工具升级，而是思维范式的根本转变。随着算法越来越多地参与决策，数据成为新的生产要素，必须重新思考“品牌”在价值创造中的作用。当网络效应比规模经济具有更大的影响力时，竞争优势不在于你控制什么，而在于你可以连接什么。品牌的任务不再是传递更多信息，而是创造更有意义的体验。站在全产业链的角度，看AI如何赋能智驾穿越周期关于生成式AI，自主品牌和跨国车企分别面临哪些挑战？研究 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