长城、比亚迪、吉利、上汽等一季度客单价同比提升，汽车行业利润仍承压

华夏时报网06-28

近日，2026年一季度车企平均客单价数据出炉。长城汽车以16.76万元位居主流自主品牌首位，比亚迪为16万元，上汽集团14.24万元，吉利汽车11.81万元，四家头部车企客单价均高于2025年同期水平。　　过去很长一段时间，自主品牌主要依靠10万元以内车型打开市场、扩大销量，而如今，部分头部车企的单车收入已经提升至15万元甚至20万元以上，逐渐进入过去由合资品牌主导的价格区间。　　四车企客单价均...

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href=http://finance.eastmoney.com/a/202606283785515583.html><strong>华夏时报网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近日，2026年一季度车企平均客单价数据出炉。长城汽车以16.76万元位居主流自主品牌首位，比亚迪为16万元，上汽集团14.24万元，吉利汽车11.81万元，四家头部车企客单价均高于2025年同期水平。　　过去很长一段时间，自主品牌主要依靠10万元以内车型打开市场、扩大销量，而如今，部分头部车企的单车收入已经提升至15万元甚至20万元以上，逐渐进入过去由合资品牌主导的价格区间。　　四车企客单价均...</p>\n\n<a 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pressure","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80175":0.6,"81211":0.6,"82333":0.6,"600104":1.84,"601633":1.92,"GELYY":1.87,"02333":1.92,"002594":1.9,"01211":1.9,"HYDD.SI":0.6,"00175":1.87,"BYDDY":1.9,"GWLLY":1.92,"EVS.SI":0.6},"content_text":"近日，2026年一季度车企平均客单价数据出炉。长城汽车以16.76万元位居主流自主品牌首位，比亚迪为16万元，上汽集团14.24万元，吉利汽车11.81万元，四家头部车企客单价均高于2025年同期水平。　　过去很长一段时间，自主品牌主要依靠10万元以内车型打开市场、扩大销量，而如今，部分头部车企的单车收入已经提升至15万元甚至20万元以上，逐渐进入过去由合资品牌主导的价格区间。　　四车企客单价均提升　　今年一季度长城汽车平均客单价达到16.76万元，在几家主流自主车企中位居首位。与多数自主品牌仍以10万—15万元市场作为销售主力不同，长城近几年逐渐收缩低端产品布局，将更多资源投入坦克、魏牌以及皮卡等高附加值细分市场。　　其中坦克品牌已经成为长城利润的重要支撑，坦克300、坦克500等车型售价普遍在20万元以上，而魏牌蓝山、山海炮等产品也进一步拉高了企业整体成交均价。此外，2025年长城汽车海外销量超过50万辆，同比增长11.6%，俄罗斯、中东、澳大利亚等市场销售的车型价格普遍高于国内市场，也在一定程度上推升了整体单车收入。　　一季度比亚迪客单价达到了16万元，同比有所提升。过去几年，比亚迪凭借秦PLUS、海鸥等车型打开大众市场，但随着腾势、方程豹以及仰望等品牌陆续落地，企业已经开始向20万元以上市场发起冲击。售价超过百万的仰望U8虽然销量规模有限，但对于品牌价值提升起到重要作用，而腾势D9此前多月保持国内高端MPV销量领先，也逐渐改变了外界对于比亚迪只做性价比车型的印象。与此同时，比亚迪海外布局持续提速，2025年出口销量突破100万辆，欧洲、东南亚和南美市场销售价格高于国内市场，同样有助于提高整体收入水平。　　相比之下，吉利汽车11.81万元的客单价虽然低于长城和比亚迪，但较此前依赖经济型燃油车时期已有明显提升。近年来，极氪、领克以及银河系列成为吉利销量增长的重要来源，尤其是极氪001、极氪7X等车型价格区间已经进入25万元以上市场。　　上汽集团14.24万元的客单价则来自自主与合资业务共同支撑，一方面智己汽车等新能源品牌逐步放量，另一方面上汽大众、上汽通用等合资企业仍贡献着相对较高的平均售价。　　不过，客单价的提高并不意味着终端市场已经停止降价。北京地区一家自主品牌4S店的销售人员向《华夏时报》记者表示，“目前指导价和实际成交价之间仍存在较大差距，厂家定价是一回事，真正成交还要看库存和月底任务完成情况，现在不少车型优惠三四万元都很正常，置换补贴、金融政策和限时权益基本是标配。”　　行业利润水平偏低　　汽车行业分析师许之鹏认为，单车收入增长并不意味着车企在涨价赚钱，更大的程度上是因为售价更高的新能源车型、中高端车型销量占比提升，带动整体产品结构改善。事实上，在持续价格竞争影响下，国内汽车行业利润水平仍然偏低。　　过去十多年，中国汽车市场持续增长，无论是传统车企还是新势力品牌，竞争的重点大多集中在销量和市场份额。在增量阶段，车卖得越多，研发投入、制造成本以及渠道建设等支出就越容易被摊薄，规模效应带来的成本优势十分明显。　　不过，随着新能源汽车渗透率不断提升，汽车市场正逐步由增量竞争转向存量竞争，单纯依靠降价换销量已经越来越难以取得过去那样的效果。尤其是2023年以来，国内汽车市场价格战持续升级，从燃油车到新能源车，从主流家用市场蔓延至SUV、MPV以及豪华品牌，不少车型终端优惠幅度甚至超过指导价的三成，尽管销量保持增长，但行业整体盈利水平却持续承压。　　数据显示，2026年一季度，汽车行业利润率仅为3.2%，不仅低于制造业平均水平，也落后不少零部件和上游材料企业。利润持续承压，也让越来越多的车企开始将关注点从单纯追求销量转向提升经营效率。相比不断降价争夺市场份额，反而提高中高端车型占比、改善产品结构，更能提升单车收入和盈利水平。　　汽车行业分析师许之鹏对《华夏时报》记者表示，单车收入提升的背后，也反映出车企销售结构正在发生变化。过去很长一段时间，自主品牌销量主要集中在10万元以内市场，依靠性价比优势打开市场。而随着新能源技术逐渐成熟，以及消费者对自主品牌接受度不断提高，越来越多车企开始进入20万元以上市场，中高端车型销量占比也随之提升。　　“对于车企来说，如果一直停留在10万元以下市场，很难支撑越来越高的研发投入。现在新能源、智能驾驶等技术更新速度越来越快，企业想持续投入，就必须卖出更多高价值产品。”许之鹏说道。　　中国汽车工业协会数据显示，2025年全年，我国汽车出口突破700万辆，达到709.8万辆，同比增长21.1%，其中新能源汽车出口261.5万辆，同比增长1倍。　　相较于国内市场频繁降价促销，海外市场的价格体系更加稳定，随着中国汽车品牌影响力逐步提升，不少企业开始在海外卖出比国内更高的价格。长城汽车在俄罗斯、中东等地区销售的坦克系列产品，售价普遍高于国内；比亚迪海豹、海狮等车型进入欧洲市场后，也实现了较高的成交价格。对于中国车企来说，出口早已不只是增加销量的途径，更成为提升单车收入和盈利能力的重要来源。（文章来源：华夏时报网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"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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