极氪、蔚来、问界等中国新能源品牌已跻身40万元以上高端市场，通过技术溢价和产品力与传统豪华品牌展开竞争[1]。在这一价格区间，中国自主新势力品牌约占83%的销量[1]。
与此同时，传统豪华品牌在华表现承压[1]。2025年全年，奔驰在华销量同比下降19%，宝马下降12.5%[1]，两家车企均在2026年初对数十款车型进行了降价[1]。
中国品牌在产品力上展现出竞争力。极氪9X单车成交均价接近37万元，其中旗舰车型均价超过53万元[1]；蔚来第三代ES8以40.68万元起售，275天交付超过12万辆[1]；问界M9单月上险数已超过宝马X5[1]。极氪9X的消费者中，超过80%曾拥有宝马、奔驰、奥迪、路虎或保时捷[1]。
在用户认可度方面，极氪9X的NPS（净推荐值）在50万元以上价格段全车型中排名第一，超过八成用户愿意主动推荐[1]。技术创新也成为竞争亮点——极氪9X是首款搭载智能主动稳定杆的中国品牌车型，该技术过去仅出现在劳斯莱斯库里南、阿斯顿马丁DBX和迈巴赫S680等超豪华车型上[1]。
不过，观察人士指出，中国品牌的高端化之路才刚起步，需要通过长期的产品积累、渠道稳定和完善的服务体系建设，才能形成真正的豪华品牌力[1]。
Chinese new energy automakers Jikrypton, NIO, and Zhiji (ZAN) have moved into the premium market segment above 400,000 yuan, leveraging technological advantages and product strength to capture customers from traditional luxury brands BBA (BMW, Benz, Audi). [1] In the 400,000-yuan-and-above high-end market, Chinese independent new energy brands command approximately 83% of sales. [1]
The competitive pressure is evident in traditional luxury performance. Mercedes-Benz saw its China sales decline 19% year-over-year in 2025, while BMW dropped 12.5%. [1] Both manufacturers have initiated significant price cuts, with dozens of models from each brand seeing reductions since early 2026. [1]
Chinese brands are achieving notable market penetration in this segment. The Jikrypton 9X commands a single-vehicle transaction average price near 370,000 yuan, with the flagship variant averaging over 530,000 yuan. [1] The Zhiji M9's monthly insurance registrations have already exceeded those of the BMW X5. [1] NIO's third-generation ES8, priced from 406,800 yuan, delivered over 120,000 units within 275 days. [1]
Brand loyalty among premium buyers is shifting. Over 80% of Jikrypton 9X buyers previously owned BMW, Benz, Audi, Range Rover, or Porsche vehicles. [1] The Jikrypton 9X ranks first in NPS (Net Promoter Score) across all vehicle types in the 500,000-yuan-and-above price segment, with over 80% of users willing to actively recommend it. [1]
Technological differentiation is strengthening Chinese brands' positioning. The Jikrypton 9X is the first Chinese-brand vehicle equipped with intelligent active stabilizer bars—technology previously exclusive to Rolls-Royce Cullinan, Aston Martin DBX, and Maybach S680. [1]
However, observers caution that Chinese brands' premium aspirations remain nascent, requiring sustained investment in product development, distribution network stability, and service infrastructure to establish genuine luxury brand equity. [1]
