2月超30家车企打响“促销战” 理想、小米守稳2万门槛

中国经营网03-07

2月，国内车市经历了“压力测试”。　　3月初，有超过10家车企公布了2月销量成绩。受春节假期影响，多数车企销量同环比均出现下滑，但头部阵营的竞争依旧激烈。新势力阵营中，2万辆成为关键分水岭：零跑、理想、小米3家交付量均突破2万辆，表现相对稳健；与此同时，传统车企中，长城魏牌、北汽享界等品牌销量平稳。　　中国汽车流通协会副秘书长郎学红在接受《中国经营报》记者采访时指出，虽然行业总数据尚未出炉，但根据...

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20,000","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"601633":1.87,"MIUmain":0.6,"XIACY":1.93,"LI":1.95,"HXXD.SI":0.6,"01810":1.93,"02333":1.87,"02015":1.95,"GWLLY":1.87},"content_text":"2月，国内车市经历了“压力测试”。　　3月初，有超过10家车企公布了2月销量成绩。受春节假期影响，多数车企销量同环比均出现下滑，但头部阵营的竞争依旧激烈。新势力阵营中，2万辆成为关键分水岭：零跑、理想、小米3家交付量均突破2万辆，表现相对稳健；与此同时，传统车企中，长城魏牌、北汽享界等品牌销量平稳。　　中国汽车流通协会副秘书长郎学红在接受《中国经营报》记者采访时指出，虽然行业总数据尚未出炉，但根据协会对部分经销商的走访，2月乘用车市场的终端零售量基本符合预期。　　记者关注到，与往年不同，2026年开年车企并未大范围降价，而是打出“金融牌”。据不完全统计，特斯拉、小米、理想、长城、比亚迪等超30家车企推出限时“7年低息”金融政策吸引消费者购车。　　汽车“新四化”、产业研究者、知行韬略合伙人杨继刚在接受记者采访时表示：“中国汽车市场已从增量市场转入结构性竞争阶段，消费者决策更加谨慎。车企通过‘7年低息’贷款促销，本质是在把一次性消费压力分摊到更长周期，‘延期’的感受明显好于‘一时的高价’，从而刺激潜在需求。”　　针对部分车企销量同环比出现下滑的现象，郎学红认为，这主要是受到 2025年春节假期较长、工作日减少这一周期性因素的影响，且该假期时间与2024年相近。基于此，她初步判断，今年2月的整体零售规模预计将与2024年同期持平，市场表现整体平稳，预计3月车市将继续回暖。　　工作日减少，2月车市承压　　近日，造车新势力纷纷发布2月交付情况。6家主流造车新势力中，零跑、理想、蔚来交付量均超过2万辆。　　其中，理想2月交付 26421辆，同比微增158辆（+0.6%），与去年同期的高增速形成鲜明对比。　　对此，有机构分析指出，理想正处在重要的转型阶段。一方面，支撑销量的主力L系列车型面临竞争对手强力挤压；另一方面，被寄予厚望的全新一代理想L9要到2026年二季度才正式上市 。“在新产品投入市场前，消费者可能持币待购，导致现有车型销量增长乏力。”　　小米汽车2月交付超2万辆，相较于1月超3.9万辆的交付量环比大幅下滑。对此，小米CEO雷军发文解释“目前在售的车辆主要是YU7”，并点出正在为新一代小米SU7 4月上市做准备 。实际上，小米汽车正处于新旧产品交替期。今年1月，雷军在社交平台预热小米SU7 首次改款车型上市消息，一些购车者处于持币观望中。　　华为与北汽集团合作的享界品牌成为2月跑出来的一匹黑马。根据鸿蒙智行公布的信息，北汽享界2月交付量4627辆，1—2月累计交付超1万辆。有分析指出，考虑到上市不久，且只有享界S9和S9T两款轿车，在30万元以上高端轿车市场交付4600多辆实属不错。　　华为智选车产品总监（享界系列）彭磊发文表示，在30万元以上高端轿车中，享界S9系销售占比超过20%，紧跟奔驰、宝马，夯实30万元以上高端轿车TOP3。　　在传统车企方面，长城汽车2月销售新车72594辆，同比下滑6.79%；1—2月累计销量达162906辆，同比增长2.58%。　　其中，魏牌（WEY）成为长城汽车核心增长极，2月销量5615辆，同比大幅增长54.13%；1—2月累计销量13488辆，同比增长55.93%。坦克品牌短期承压，2月销量10036辆，同比下滑14.67%；1—2月累计销量24541辆，同比微降0.27%。　　2月，北汽蓝谷总销量为7364辆，实现18.26% 的同比增长。从开年两个月的累计数据看，1—2月总销量达到15437辆，累计增长14.81%。　　“受春节长假影响，有效销售工作日缩减叠加返乡过节，门店客流锐减。”中国汽车流通协会指出，“同时，节前清库、新能源车购置税政策调整及消费者对春季车展优惠促销的预期，加剧消费者持币观望情绪。”　　加速抢占市场　　与往年开年即掀起“价格战”不同，2026年2月车企的促销策略更趋多元化，低息金融方案成为主流。　　开年特斯拉率先打响第一枪后，小米、理想、长城、比亚迪等超30多家车企跟进推出限时“7年低息”金融购车政策，年化利率基本在2.5%—5%。以小米汽车为例，针对小米SU7车型推出的“7年低息”金融方案，最低月供不到2000元。消费者在3月31日24点前下定，还可选择3年0息方案。长城魏牌“7年低息”金融方案，首付10%起。　　有分析指出，自2026年1月1日起，新能源汽车的车辆购置税从“全额免征”转向了“减半征收”，车企希望通过一些金融手段，降低政策退坡带来的影响。　　这种通过降低购车门槛来吸引消费者的“金融战”，正在成为车企抢占市场份额的新手段。杨继刚分析指出，这两年的汽车行业“价格战”让一些车型的降价空间越来越小。相比直接降价，将贷款期限从5年延长至7年，降低月供，可以在不下调，或少下调车价的情况下，明显降低消费者的购车门槛，刺激消费者购车。　　与以往汽车行业5年期银行贷款有所不同，目前，一些车企提供的7年超长期贷款往往由自家金融公司，或第三方金融机构提供。比如，小米汽车的合作方既有旗下公司上海小米融资租赁，又有第三方金融机构上海畅途融资租赁。　　公开资料显示，融资租赁是汽车金融服务中常见的一种模式，它分为直租模式和回租模式，前者车辆上牌登记在金融机构名下，后者则登记在消费者名下。　　杨继刚指出：“随着车企自建金融体系越来越成熟，汽车金融已经不仅仅是辅助销售工具，更是重要的利润来源。通过‘低息长贷’锁定客户，实际上也呼应了国家‘以旧换新’以及扩大消费的政策诉求，长期看，有利于提升车企的竞争力。”　　值得注意的是，虽然融资租赁模式门槛确实低，但也存在一定的风险。记者关注到，有些4S店的销售人员在销售车辆过程中会把“融资租赁”包装成“超低息贷款”来推销，一些消费者签完字，还以为自己办的是普通车贷，结果提前还款，或者出了事故想进行保险理赔时，才发现车辆还不是自己的，往往陷入被动。　　3月新车扎堆上市　　随着2月车市淡季收尾，汽车行业的竞争焦点迅速转向3月以及4月2026年北京国际车展。　　根据目前车企公布的信息，今年3月，有超15款新车计划上市或开启预售，覆盖了从燃油车到纯电、增程等多种动力形式。　　3月1日，全新极狐阿尔法S5开始预售，3月中下旬上市，配备北汽元境智能辅助驾驶系统，并搭载宁德时代电池。　　此外，新款极狐阿尔法S5将新增增程版，1.5增程器最大功率77千瓦，电机最大功率200千瓦，标配宁德时代磷酸铁锂电池。　　一汽奥迪的奥迪A6L e-tron预计3月上市，售价或40万元左右。主要竞品包含享界S9、宝马i5、奔驰EQE等车型。　　在设计方面， 奥迪A6L e-tron仍然延续奥迪最新家族化设计，配备弧形双联屏、副驾娱乐屏、第二代增强现实AR-HUD抬头显示等，但在智能化上搭载华为干昆智驾技术，可实现组合驾驶辅助功能。　　奥迪A6L e-tron基于全新PPE纯电平台打造，在动力方面，奥迪A6L e-tron搭载107千瓦时大容量电池组，达成CLTC工况下785公里超长续航，配合800伏高压平台，10分钟即可补能302公里。　　随着新车密集上市，对于3月车市，中国汽车流通协会判断，终端客流及销量有望环比回升。“主要支撑因素包括节后人员返城带动消费回归常态，叠加多地春季车展启动、新车密集上市及地方‘两新’补贴申领流程明晰，共同促进购车需求释放。”（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":"1","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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