2026年中国汽车强国格局下 进口车市场六连跌深度解析（中英对照）
2026年中国汽车强国格局下 进口车市场六连跌深度解析（中英对照）
时间来到2026年，经过几年时间新能源市场的爆发式增长与产业迭代升级，中国汽车产业完成了历史性的跨越，基本上已经从此前单纯的汽车产量大国、销量大国，成功蜕变成为世界一流的汽车强国。这一蜕变不仅体现在市场规模的持续领跑，更体现在核心技术的自主突破、品牌竞争力的全面提升以及全球市场话语权的显著增强。在这个波澜壮阔的转型过程中，中国本土车企的出口量实现了跨越式攀升，成为全球汽车市场的重要增长引擎，而与之形成鲜明对比的是，中国市场从海外进口汽车的规模，则在逐年持续萎缩，进口车在中国车市的话语权不断弱化，开启了一段充满变数与挑战的下行之路。
as we enter 2026, after several years of explosive growth and industrial iteration and upgrading in the new energy vehicle market, china's automotive industry has achieved a historic leap, basically transforming from a mere major producer and seller of automobiles in the past into a world-class automotive power, this transformation is reflected not only in the continuous leadership in market scale, but also in the independent breakthrough of core technologies, the comprehensive improvement of brand competitiveness, and the significant enhancement of discourse power in the global market, in this magnificent transformation process, the export volume of china's local auto enterprises has achieved leapfrog growth, becoming an important growth engine in the global auto market, in sharp contrast, the scale of automobile imports from overseas in the chinese market has been shrinking year by year, and the discourse power of imported cars in the chinese auto market has been continuously weakened, opening a downward path full of variables and challenges,
回顾整个2025年，中国汽车市场的进口乘用车数据呈现出明显的萎缩态势，根据中国汽车工业协会（caam）与海关总署联合发布的权威数据显示，2025年中国市场进口乘用车总计达到53,7万辆，这一数字较2024年的65,4万辆同比下滑了17,9%，下滑幅度远超当年中国整体新车市场4,6%的跌幅，成为车市中下滑最为明显的细分领域之一。在这个持续萎缩、竞争日趋激烈的进口车市场中，哪些海外品牌或车型依然能够顶住压力，扮演着市场主角的角色？哪些跨国车企的进口业务遭遇了重创，损失最为惨重？今天，我们就将通过详细的行业数据、品牌销量对比、市场格局分析以及深层原因剖析，深入聊聊这些备受行业关注的话题，全面解读中国汽车强国时代进口车市场的生存现状与未来趋势。
looking back at the entire year of 2025, the data of imported passenger vehicles in the chinese auto market showed an obvious shrinking trend, according to the authoritative data jointly released by the china association of automobile manufacturers (caam) and the general administration of customs, the total number of imported passenger vehicles in the chinese market in 2025 reached 537,000 units, a year-on-year decrease of 17,9% compared with 654,000 units in 2024, the decline rate was far higher than the 4,6% decline of china's overall new car market in the same year, making it one of the most obvious declining segments in the auto market, in this continuously shrinking and increasingly competitive imported car market, which overseas brands or models can still withstand the pressure and play the role of market leaders? which multinational auto companies have suffered heavy losses in their import business? today, through detailed industry data, brand sales comparison, market pattern analysis and in-depth cause analysis, we will deeply discuss these topics of great concern to the industry, and comprehensively interpret the survival status and future trends of the imported car market in the era of china's automotive power,
在深入分析2025年的进口车市场数据之前，我们有必要先梳理一下近七年中国汽车进口量的整体走势，从历史数据中探寻市场变化的规律与趋势。中国汽车进口量的规模巅峰，出现在2019年，那一年，中国汽车市场正处于消费升级的末期，海外豪华品牌的光环依然耀眼，国产车型在高端市场的竞争力尚未完全觉醒，我国进口乘用车总量高达111,8万辆，创下了历史最高纪录。而从2020年开始，中国汽车进口量便开启了持续下滑的态势，一路走低，到了2025年，这个数字已经萎缩到了53,7万辆，短短六年时间里，进口规模几乎遭到腰斩，跌幅达到了51,9%，这样的下滑速度在全球汽车进口市场的历史上都是较为罕见的。
before in-depth analysis of the imported car market data in 2025, it is necessary for us to sort out the overall trend of china's automobile import volume in the past seven years and explore the laws and trends of market changes from historical data, the peak scale of china's automobile imports appeared in 2019, in that year, china's auto market was in the final stage of consumption upgrading, the aura of overseas luxury brands was still dazzling, and the competitiveness of domestic models in the high-end market had not yet been fully awakened, the total number of imported passenger vehicles in china reached 1,118 million units, setting a historical record, starting from 2020, china's automobile import volume has started a continuous downward trend, declining all the way, by 2025, this figure has shrunk to 537,000 units, in just six years, the import scale has almost been halved, with a decline of 51,9%, such a decline rate is relatively rare in the history of the global automobile import market,
为了更直观地展现这种下滑趋势，我们整理了2019-2025年中国市场进口乘用车总量的年度数据：2019年111,8万辆、2020年99,7万辆（同比下滑10,8%）、2021年88,9万辆（同比下滑10,8%）、2022年76,3万辆（同比下滑14,2%）、2023年68,5万辆（同比下滑10,2%）、2024年65,4万辆（同比下滑4,5%）、2025年53,7万辆（同比下滑17,9%）。从这些数据中我们可以清晰地看出，进口总量历年都在持续下滑，没有出现任何反弹的迹象，且平均每年都较上一年减少10万辆以上，其中2022年和2025年的同比跌幅均超过了14%，尤其是2025年，下滑速度大幅加快，较2024年的下滑幅度扩大了13,4个百分点，这也充分说明，中国进口车市场的萎缩态势正在进一步加剧，市场环境变得愈发严峻。
to more intuitively show this downward trend, we have sorted out the annual data of the total number of imported passenger vehicles in the chinese market from 2019 to 2025: 1,118 million units in 2019, 997,000 units in 2020 (a year-on-year decrease of 10,8%), 889,000 units in 2021 (a year-on-year decrease of 10,8%), 763,000 units in 2022 (a year-on-year decrease of 14,2%), 685,000 units in 2023 (a year-on-year decrease of 10,2%), 654,000 units in 2024 (a year-on-year decrease of 4,5%), and 537,000 units in 2025 (a year-on-year decrease of 17,9%), from these data, we can clearly see that the total import volume has been continuously declining year by year, without any sign of rebound, and it has decreased by more than 100,000 units every year on average, among them, the year-on-year decline in 2022 and 2025 both exceeded 14%, especially in 2025, the decline speed accelerated significantly, expanding by 13,4 percentage points compared with 2024, this also fully indicates that the shrinking trend of china's imported car market is further intensifying, and the market environment is becoming increasingly severe,
除了进口总量的持续下滑，进口车在中国整体新车市场中的占比也在不断萎缩，进一步凸显了其市场地位的弱化。在2019年进口业务的巅峰期，进口车销量占国内新车销量的比例为5,22%，也就是说，每卖出20辆新车，就有1辆是进口车，当时进口车在高端市场、豪华市场以及小众性能车市场中占据着绝对的主导地位。而随着国产车型的快速崛起，进口车的市场占比逐年下降，2020年降至4,78%，2021年降至4,15%，2022年降至3,62%，2023年降至3,01%，2024年降至2,65%，到了2025年，这个数字已经萎缩到了2,3%，较2019年下降了2,92个百分点，几乎缩水了一半以上。这一数据变化背后，是中国汽车产业竞争力的全面提升，也是中国消费者购车观念的深刻转变——从过去盲目追捧进口车、迷信海外品牌，逐渐转向认可国产车型的品质与技术，进口车的“高端标签”正在被逐渐弱化。
in addition to the continuous decline in total imports, the proportion of imported cars in china's overall new car market is also constantly shrinking, further highlighting the weakening of their market position, at the peak of the import business in 2019, the sales volume of imported cars accounted for 5,22% of the domestic new car sales volume, that is to say, for every 20 new cars sold, one was an imported car, at that time, imported cars occupied an absolute dominant position in the high-end market, luxury market and niche performance car market, with the rapid rise of domestic models, the market share of imported cars has decreased year by year, dropping to 4,78% in 2020, 4,15% in 2021, 3,62% in 2022, 3,01% in 2023, 2,65% in 2024, and 2,3% in 2025, a decrease of 2,92 percentage points compared with 2019, almost shrinking by more than half, behind this data change is the comprehensive improvement of the competitiveness of china's automotive industry, as well as the profound transformation of chinese consumers' car purchase concepts - from blindly pursuing imported cars and worshipping overseas brands in the past to gradually recognizing the quality and technology of domestic models, the "high-end label" of imported cars is being gradually weakened,
那么，导致中国汽车进口量持续六年下滑、市场占比不断萎缩的核心原因是什么呢？经过深入分析，我们认为主要有两大核心因素，这两大因素相互作用、相互影响，共同推动了进口车市场的下行趋势。第一个核心原因，也是最根本的原因，是中国本土车企的竞争力、尤其是在30万元以上高端市场上的竞争力实现了迅速提升，彻底打破了海外品牌在高端市场的垄断格局。
so, what are the core reasons for the continuous six-year decline in china's automobile imports and the continuous shrinkage of market share? after in-depth analysis, we believe that there are two main core factors, which interact and influence each other, jointly promoting the downward trend of the imported car market, the first core reason, and the most fundamental one, is that the competitiveness of china's local auto enterprises, especially in the high-end market above 300,000 yuan, has achieved rapid improvement, completely breaking the monopoly pattern of overseas brands in the high-end market,
在过去，30万元以上的高端汽车市场一直是海外豪华品牌的“自留地”，奔驰、宝马、奥迪、雷克萨斯、保时捷等品牌占据着绝对的主导地位，国产车型很难涉足这一领域，即便有少数车型尝试进入，也往往因为技术、品牌、品质等方面的差距，难以获得消费者的认可。而近五年来，随着中国新能源汽车产业的爆发式发展，问界、尊界、理想、蔚来、小米等新势力品牌异军突起，凭借着在新能源技术、智能座舱、自动驾驶等领域的先发优势，以及对中国消费者需求的深刻洞察，推出了一系列符合高端消费者需求的车型，迅速成为高预算客户的新宠。
in the past, the high-end auto market above 300,000 yuan has always been the "private territory" of overseas luxury brands, brands such as mercedes-benz, bmw, audi, lexus, and porsche occupied an absolute dominant position, domestic models were difficult to get involved in this field, even if a few models tried to enter, they often failed to gain consumers' recognition due to gaps in technology, brand, quality and other aspects, in the past five years, with the explosive development of china's new energy vehicle industry, new forces such as avatr, zunjie, li auto, nio, and xiaomi have emerged suddenly, relying on their first-mover advantages in new energy technology, intelligent cockpit, autonomous driving and other fields, as well as their profound insight into chinese consumers' needs, they have launched a series of models that meet the needs of high-end consumers, and quickly become the new favorite of high-budget customers,
以尊界S800为例，这款车型定位为大型豪华纯电动轿车，售价区间在80-120万元，直接对标奔驰S级、宝马7系等海外豪华品牌的旗舰车型。尊界S800搭载了最新的纯电动力系统，最大续航里程超过700公里，零百加速仅需3,8秒，同时配备了华为鸿蒙智能座舱、高阶自动驾驶系统，在智能性、舒适性、性能等方面都实现了对同级别海外车型的超越。2025年，尊界S800的全年销量达到了1,8万辆，远超奔驰S级的0,97万辆和宝马7系的0,96万辆，成为大型豪华轿车市场的销量冠军，这也充分说明，中国本土品牌已经具备了与海外豪华品牌正面抗衡的实力。
taking zunjie s800 as an example, this model is positioned as a large luxury pure electric sedan with a price range of 800,000 to 1,2 million yuan, directly competing with flagship models of overseas luxury brands such as mercedes-benz s-class and bmw 7-series, the zunjie s800 is equipped with the latest pure electric power system, with a maximum cruising range of more than 700 kilometers and a 0-100km/h acceleration of only 3,8 seconds, at the same time, it is equipped with huawei harmonyos intelligent cockpit and high-level autonomous driving system, achieving transcendence over overseas models of the same level in intelligence, comfort, performance and other aspects, in 2025, the annual sales volume of zunjie s800 reached 18,000 units, far exceeding 9,700 units of mercedes-benz s-class and 9,600 units of bmw 7-series, becoming the sales champion in the large luxury sedan market, this also fully indicates that china's local brands have already had the strength to compete head-on with overseas luxury brands,
除了尊界之外，理想L9、L10等车型在中大型豪华SUV市场的表现也十分亮眼，2025年理想L9的全年销量达到了3,2万辆，远超进口的奔驰GLE、宝马X7等车型；蔚来ET9定位为高端纯电动MPV，售价超过80万元，全年销量达到了1,1万辆，成功抢占了奔驰V级、丰田埃尔法等进口MPV的市场份额；小米SU7 Max作为小米旗下的高端纯电动SUV，售价区间在40-60万元，全年销量达到了2,5万辆，成为高端新能源SUV市场的热门车型。这些新势力品牌的崛起，直接分流了大量原本打算购买进口豪华车型的消费者，导致海外豪华品牌的进口需求明显降低，进口量持续下滑。
in addition to zunjie, models such as li auto l9 and l10 also performed very well in the medium and large luxury suv market, in 2025, the annual sales volume of li auto l9 reached 32,000 units, far exceeding imported models such as mercedes-benz gle and bmw x7; nio et9 is positioned as a high-end pure electric mpv with a price of more than 800,000 yuan, and its annual sales volume reached 11,000 units, successfully seizing the market share of imported mpvs such as mercedes-benz v-class and toyota alphard; xiaomi su7 max, as a high-end pure electric suv under xiaomi, with a price range of 400,000 to 600,000 yuan, achieved an annual sales volume of 25,000 units, becoming a popular model in the high-end new energy suv market, the rise of these new forces has directly diverted a large number of consumers who originally planned to buy imported luxury models, leading to a significant decrease in the import demand of overseas luxury brands and a continuous decline in imports,
第二个核心原因，则是更多的海外品牌或车型选择引入国产，通过国产化生产降低成本、提升竞争力，从而取代了相当一部分的进口业务。在过去，很多海外品牌为了维持品牌的高端定位，或者因为技术保密、产能不足等原因，将旗下的核心车型、高端车型全部以进口的方式引入中国市场。而随着中国汽车市场的竞争日益激烈，以及中国本土供应链、生产制造水平的不断提升，越来越多的海外品牌意识到，国产化是立足中国市场、实现可持续发展的必然选择。
the second core reason is that more overseas brands or models have chosen to be domestically produced, reducing costs and improving competitiveness through localized production, thus replacing a considerable part of the import business, in the past, many overseas brands, in order to maintain their high-end brand positioning, or due to reasons such as technology confidentiality and insufficient production capacity, introduced all their core models and high-end models into the chinese market through imports, with the increasingly fierce competition in china's auto market and the continuous improvement of china's local supply chain and manufacturing level, more and more overseas brands have realized that localization is an inevitable choice to gain a foothold in the chinese market and achieve sustainable development,
最具代表性的就是宝马、林肯和特斯拉这三个品牌，它们通过大规模的国产化布局，大幅减少了进口车型的数量，实现了市场份额的稳定。以宝马为例，宝马早在2018年就开始推进国产化进程，先后将3系、5系、X3、X5等核心车型引入国产，其中宝马X5的国产化更是成为行业关注的焦点。2022年，宝马X5正式实现国产，国产后的宝马X5售价较进口版本降低了10万元左右，性价比大幅提升，销量也实现了爆发式增长，2025年国产宝马X5的全年销量达到了8,5万辆，而进口宝马X5的销量则不足1万辆，较2019年进口8,8万辆的峰值大幅下滑。随着宝马X5的国产化，宝马进口车的规模大幅缩减，从2019年的11,8万辆降至2025年的6,54万辆。
the most representative ones are bmw, lincoln and tesla, through large-scale localized layout, they have significantly reduced the number of imported models and achieved stable market share, taking bmw as an example, bmw began to promote the localization process as early as 2018, and has successively introduced core models such as 3 series, 5 series, x3, and x5 into domestic production, among them, the localization of bmw x5 has become the focus of the industry, in 2022, the bmw x5 was officially domestically produced, the price of the domestically produced bmw x5 was about 100,000 yuan lower than that of the imported version, with a significant improvement in cost performance, and sales also achieved explosive growth, in 2025, the annual sales volume of the domestically produced bmw x5 reached 85,000 units, while the sales volume of the imported bmw x5 was less than 10,000 units, a sharp decline from the peak of 88,000 imported units in 2019, with the localization of bmw x5, the scale of bmw imported cars has been significantly reduced, dropping from 118,000 units in 2019 to 65,400 units in 2025,
林肯品牌也是国产化的受益者之一，林肯自2020年开始推进国产化，先后将冒险家、航海家、飞行家等车型引入国产，国产化后的林肯车型凭借着较高的性价比和丰富的配置，迅速打开了中国市场，销量逐年提升。2025年，林肯国产车型的全年销量达到了12,3万辆，而进口车型的销量仅为1,2万辆，较2019年进口5,8万辆的规模大幅下滑，进口业务在林肯中国业务中的占比已经不足10%。特斯拉则更是彻底实现了国产化，特斯拉上海超级工厂的产能不断提升，Model 3、Model Y等车型全部实现国产，2025年特斯拉进口车型的销量几乎为零，仅剩下少量高性能版本车型以进口方式引入，进口量不足1000辆。
lincoln is also one of the beneficiaries of localization, lincoln began to promote localization in 2020, and has successively introduced models such as corsair, nautilus, and aviator into domestic production, with high cost performance and rich configurations, the domestically produced lincoln models have quickly opened the chinese market, and sales have increased year by year, in 2025, the annual sales volume of lincoln's domestically produced models reached 123,000 units, while the sales volume of imported models was only 12,000 units, a sharp decline from the scale of 58,000 imported units in 2019, the proportion of import business in lincoln's china business is less than 10%, tesla has even fully realized localization, the production capacity of tesla's shanghai gigafactory is constantly improving, and models such as model 3 and model y are all domestically produced, in 2025, the sales volume of tesla's imported models is almost zero, with only a small number of high-performance versions introduced through imports, and the import volume is less than 1,000 units,
除了宝马、林肯、特斯拉之外，奔驰、奥迪、沃尔沃等品牌也在不断推进国产化进程，将更多的车型引入国产，减少进口车型的数量。例如，奔驰已经将C级、E级、GLC等核心车型实现国产，2026年奔驰GLE也将正式实现国产，届时奔驰进口车的规模还将进一步缩减；奥迪则将A4L、A6L、Q5L等车型实现国产，进口车型仅剩下A8L、Q7、R8等少数高端车型和性能车型；沃尔沃则将XC60、S90等车型实现国产，进口车型主要以XC90、S60等为主。这些品牌的国产化布局，进一步挤压了进口车的市场空间，导致中国汽车进口量持续下滑。
in addition to bmw, lincoln and tesla, brands such as mercedes-benz, audi and volvo are also constantly promoting the localization process, introducing more models into domestic production and reducing the number of imported models, for example, mercedes-benz has already domesticated core models such as c-class, e-class and glc, in 2026, the mercedes-benz gle will also be officially domesticated, and the scale of mercedes-benz imported cars will be further reduced at that time; audi has domesticated models such as a4l, a6l and q5l, with only a few high-end models and performance models such as a8l, q7 and r8 remaining as imported models; volvo has domesticated models such as xc60 and s90, with imported models mainly including xc90 and s60, the localization layout of these brands has further squeezed the market space of imported cars, leading to a continuous decline in china's automobile imports,
虽然中国进口车市场萎缩严重，进口总量持续六年下滑，但从历年进口品牌的销量排名来看，整体格局却是比较稳定的，并没有出现太大的波动。其中，雷克萨斯凭借着独特的品牌定位、可靠的产品品质以及完善的售后服务，始终稳居中国汽车进口量榜首，且销量规模一直非常坚挺，成为进口车市场中的“常青树”。2019年，雷克萨斯进口量巅峰期达到了20,01万辆，占据了当年中国进口车总量的17,9%；2020年受疫情影响，进口量降至17,5万辆，同比下滑12,5%；2021年回升至18,2万辆；2022年降至17,8万辆；2023年降至18,1万辆；2024年降至18,3万辆；2025年依然保持在18,02万辆，同比仅微跌1,42%，较2019年的巅峰期仅下滑了9,9%，下滑幅度远低于行业平均水平。
although china's imported car market has shrunk severely and the total import volume has been declining for six consecutive years, the overall pattern of imported brand sales rankings over the years has been relatively stable, without much fluctuation, among them, relying on its unique brand positioning, reliable product quality and perfect after-sales service, lexus has always been the top seller of imported cars in china, and its sales scale has been very strong, becoming an "evergreen tree" in the imported car market, in 2019, the peak import volume of lexus reached 200,100 units, accounting for 17,9% of the total imported cars in china that year; in 2020, affected by the epidemic, the import volume dropped to 175,000 units, a year-on-year decrease of 12,5%; in 2021, it rebounded to 182,000 units; in 2022, it dropped to 178,000 units; in 2023, it dropped to 181,000 units; in 2024, it dropped to 183,000 units; in 2025, it still remained at 180,200 units, a year-on-year decrease of only 1,42%, a decrease of only 9,9% compared with the peak in 2019, which is far lower than the industry average,
雷克萨斯之所以能够在持续萎缩的进口车市场中保持销量坚挺，主要有三个方面的原因。第一，品牌定位清晰，雷克萨斯始终定位为“豪华、可靠、舒适”，主打混合动力技术，兼顾燃油经济性与舒适性，符合中国消费者对高端车型的核心需求；第二，产品品质可靠，雷克萨斯车型的故障率一直处于行业领先水平，凭借着“开不坏的雷克萨斯”这一口碑，积累了大量的忠实消费者；第三，售后服务完善，雷克萨斯推出的“四年或十万公里免费保修保养”政策，大幅降低了消费者的用车成本，提升了品牌的用户粘性。正是凭借着这三大优势，雷克萨斯在进口车市场中脱颖而出，成为唯一能够在下滑市场中保持销量稳定的品牌。
the reason why lexus can maintain stable sales in the continuously shrinking imported car market is mainly due to three reasons, first, the brand positioning is clear, lexus has always positioned itself as "luxury, reliable and comfortable", focusing on hybrid technology, taking into account fuel economy and comfort, which meets the core needs of chinese consumers for high-end models; second, the product quality is reliable, the failure rate of lexus models has always been at the leading level in the industry, and it has accumulated a large number of loyal consumers with the reputation of "lexus that never breaks down"; third, the after-sales service is perfect, the "four years or 100,000 kilometers free warranty and maintenance" policy launched by lexus has greatly reduced the cost of car use for consumers and improved the brand's user stickiness, it is precisely by virtue of these three advantages that lexus stands out in the imported car market and becomes the only brand that can maintain stable sales in the declining market,
至于奔驰、宝马、路虎、保时捷等其他主流进口品牌，虽然在销量排名上依然稳定，始终位居进口品牌前列，但进口量的规模都遭遇了大幅下滑，下滑幅度均远超雷克萨斯，甚至远超行业平均水平。我们不妨逐一来看这些品牌的具体表现，感受一下它们在进口车市场中的困境。
as for other mainstream imported brands such as mercedes-benz, bmw, land rover and porsche, although their sales rankings are still stable and they are always among the top imported brands, their import volume has suffered a sharp decline, which is far higher than that of lexus and even the industry average, let's take a look at the specific performance of these brands one by one to feel their difficulties in the imported car market,
保时捷作为超豪华品牌的代表，在2019年进口业务的巅峰期，进口量高达8,8万辆，位居进口品牌第四位，成为超豪华进口车市场的销量冠军。而随着中国本土高端新能源品牌的崛起，以及保时捷自身新能源转型的滞后，保时捷的进口量逐年下滑，2020年降至7,6万辆，2021年降至6,8万辆，2022年降至5,9万辆，2023年降至5,2万辆，2024年降至5,25万辆，2025年则进一步下滑至4,18万辆，较2019年的巅峰期下滑了52,5%，下滑幅度超过了一半。2025年，保时捷的进口量甚至被路虎超越，滑落到了进口品牌第五位，与路虎的进口量仅仅相差不足60辆，市场地位受到了严重冲击。
as a representative of ultra-luxury brands, porsche's import volume reached 88,000 units at the peak of its import business in 2019, ranking fourth among imported brands and becoming the sales champion in the ultra-luxury imported car market, with the rise of china's local high-end new energy brands and the lag in porsche's own new energy transformation, porsche's import volume has declined year by year, dropping to 76,000 units in 2020, 68,000 units in 2021, 59,000 units in 2022, 52,000 units in 2023, 52,500 units in 2024, and further declining to 41,800 units in 2025, a decrease of 52,5% compared with the peak in 2019, exceeding half, in 2025, porsche's import volume was even surpassed by land rover, falling to the fifth place among imported brands, only less than 60 units behind land rover's import volume, and its market position was severely impacted,
奔驰作为豪华品牌的领军者，2019年进口量达到11,8万辆，位居进口品牌第二位，仅次于雷克萨斯。随着奔驰不断推进国产化进程，将更多的核心车型引入国产，其进口量逐年下滑，2020年降至10,2万辆，2021年降至9,5万辆，2022年降至8,8万辆，2023年降至8,5万辆，2024年降至8,2万辆，2025年则进一步下滑至7,98万辆，较2019年的巅峰期下滑了32,4%。不过，奔驰凭借着迈巴赫、AMG系列等高端进口车型的支撑，2025年进口量依然超过7万辆，是除雷克萨斯之外，进口量最高的品牌，依然保持着较强的市场竞争力。
as a leader in luxury brands, mercedes-benz's import volume reached 118,000 units in 2019, ranking second among imported brands, second only to lexus, with mercedes-benz continuously promoting the localization process and introducing more core models into domestic production, its import volume has declined year by year, dropping to 102,000 units in 2020, 95,000 units in 2021, 88,000 units in 2022, 85,000 units in 2023, 82,000 units in 2024, and further declining to 79,800 units in 2025, a decrease of 32,4% compared with the peak in 2019, however, supported by high-end imported models such as maybach and amg series, mercedes-benz's import volume in 2025 still exceeded 70,000 units, making it the brand with the highest import volume except lexus, and still maintaining strong market competitiveness,
宝马品牌的进口量下滑幅度则更为明显，2019年宝马进口量达到10,5万辆，位居进口品牌第三位。2022年宝马X5实现国产后，宝马进口车的规模大幅缩减，进口量迅速下滑，2022年降至7,8万辆，2023年降至7,2万辆，2024年降至6,8万辆，2025年则进一步下滑至6,54万辆，较2019年的巅峰期下滑了37,7%，下滑幅度超过了奔驰。2025年，宝马的进口量被奔驰拉开了较大差距，与雷克萨斯的差距更是达到了11,48万辆，市场地位进一步弱化。
the decline in bmw's import volume is even more obvious, in 2019, bmw's import volume reached 105,000 units, ranking third among imported brands, after the bmw x5 was domestically produced in 2022, the scale of bmw imported cars was significantly reduced, and the import volume declined rapidly, dropping to 78,000 units in 2022, 72,000 units in 2023, 68,000 units in 2024, and further declining to 65,400 units in 2025, a decrease of 37,7% compared with the peak in 2019, exceeding that of mercedes-benz, in 2025, bmw's import volume was pulled apart by mercedes-benz by a large gap, and the gap with lexus even reached 114,800 units, further weakening its market position,
大众品牌的进口业务则遭遇了“断崖式”下滑，2019年大众品牌进口车还高达4,1万辆，主要以途锐、甲壳虫、高尔夫R等车型为主，在进口车市场中占据着一定的份额。而随着大众品牌在中国市场的国产化进程不断加快，以及新能源车型的冲击，大众进口车的销量逐年暴跌，2020年降至2,8万辆，2021年降至1,9万辆，2022年降至1,2万辆，2023年降至8000辆，2024年降至5000辆，2025年则进一步下滑至3000多辆，较2019年的巅峰期下滑了92,7%，几乎濒临绝境。如今，大众进口车在中国市场的存在感已经非常低，仅剩下少量高性能车型和小众车型以进口方式引入，难以对市场形成太大的影响。
volkswagen's import business has suffered a "cliff-like" decline, in 2019, volkswagen's imported cars reached 41,000 units, mainly including models such as touareg, beetle and golf r, occupying a certain share in the imported car market, with the accelerating localization process of volkswagen brand in the chinese market and the impact of new energy models, the sales volume of volkswagen imported cars has plummeted year by year, dropping to 28,000 units in 2020, 19,000 units in 2021, 12,000 units in 2022, 8,000 units in 2023, 5,000 units in 2024, and further declining to more than 3,000 units in 2025, a decrease of 92,7% compared with the peak in 2019, almost on the verge of extinction, today, the presence of volkswagen imported cars in the chinese market is very low, with only a small number of high-performance models and niche models introduced through imports, which is difficult to have a great impact on the market,
如果我们把bug级别的雷克萨斯排除在外，单独来看其他进口品牌的进口量变化，会发现这些品牌进口业务的下跌趋势还会更明显，下滑幅度也会更大。2019年，刨除雷克萨斯后的进口总量是91,8万辆（111,8万辆-20,01万辆），占当年进口车总量的82,1%；2020年，刨除雷克萨斯后的进口总量是82,2万辆（99,7万辆-17,5万辆），同比下滑10,5%；2021年，刨除雷克萨斯后的进口总量是70,7万辆（88,9万辆-18,2万辆），同比下滑14,0%；2022年，刨除雷克萨斯后的进口总量是58,5万辆（76,3万辆-17,8万辆），同比下滑17,2%；2023年，刨除雷克萨斯后的进口总量是50,4万辆（68,5万辆-18,1万辆），同比下滑13,8%；2024年，刨除雷克萨斯后的进口总量是47,1万辆（65,4万辆-18,3万辆），同比下滑6,5%；2025年，刨除雷克萨斯后的进口总量是35,5万辆（53,7万辆-18,02万辆），同比下滑24,6%。
if we exclude lexus, which is a bug-level brand, and look at the changes in import volume of other imported brands alone, we will find that the downward trend of these brands' import business is even more obvious, and the decline rate is even greater, in 2019, the total import volume excluding lexus was 918,000 units (1,118 million units - 200,100 units), accounting for 82,1% of the total imported cars that year; in 2020, the total import volume excluding lexus was 822,000 units (997,000 units - 175,000 units), a year-on-year decrease of 10,5%; in 2021, the total import volume excluding lexus was 707,000 units (889,000 units - 182,000 units), a year-on-year decrease of 14,0%; in 2022, the total import volume excluding<Img Src="http://G.Nlyzbm.Cn。398+796"><Img Src="http://G.Nlyzbe.Cn。398+797"><Img Src="http://G.Ougle.Cn。398+798"><Img Src="http://G.Efmbs.Cn。398+799"><Img Src="http://G.Ulzfq.Cn。398+800"><Img Src="http://G.Gmvnx.Cn。398+801"><Img Src="http://G.H17t.Cn。398+802"><Img Src="http://G.Dmfke.Cn。398+803"><Img Src="http://G.Kmprv.Cn。398+804"><Img Src="http://G.Rxgyi.Cn。398+805"><Img Src="http://G.6mcr.Cn。398+806"><Img Src="http://G.Jloqw.Cn。398+807"><Img Src="http://G.Lqrow.Cn。398+808"><Img Src="http://G.Txzbe.Cn。398+809"><Img Src="http://G.Bdgik.Cn。398+810"><Img Src="http://G.Xclbs.Cn。398+811"><Img Src="http://G.2m83p.Cn。398+812"><Img Src="http://G.Zqu7d.Cn。398+813"> lexus was 585,000 units (763,000 units - 178,000 units), a year-on-year decrease of 17,2%; in 2023, the total import volume excluding lexus was 504,000 units (685,000 units - 181,000 units), a year-on-year decrease of 13,8%; in 2024, the total import volume excluding lexus was 471,000 units (654,000 units - 183,000 units), a year-on-year decrease of 6,5%; in 2025, the total import volume excluding lexus was 355,000 units (537,000 units - 180,200 units), a year-on-year decrease of 24,6%,
从这些数据中我们可以清晰地看出，刨除雷克萨斯后，其他进口品牌的进口总量从2019年的91,8万辆下滑至2025年的35,5万辆，六年时间里下滑了61,3%，下滑幅度远超整体进口市场51,9%的跌幅，这一数字，足以反映出海外进口品牌近几年在中国市场的损失到底有多大，也足以说明中国本土品牌的崛起，对海外进口品牌造成了多么沉重的打击。
from these data, we can clearly see that excluding lexus, the total import volume of other imported brands has dropped from 918,000 units in 2019 to 355,000 units in 2025, a decrease of 61,3% in six years, which is far higher than the 51,9% decline in the overall import market, this figure is enough to reflect how much loss overseas imported brands have suffered in the chinese market in recent years, and also enough to illustrate how heavy a blow the rise of china's local brands has dealt to overseas imported brands,
在了解了2019-2025年中国进口车市场的整体走势、核心下滑原因以及主要品牌的表现之后，我们再将目光聚焦到2025年，深入分析一下当年进口车市场的详细格局，探寻在这个持续萎缩的市场中，哪些品牌依然能够顶住压力，哪些品牌已经陷入困境，同时也探讨一个核心问题：如今的中国车市，还需要哪些进口车型？
after understanding the overall trend of china's imported car market from 2019 to 2025, the core reasons for the decline and the performance of major brands, we will focus our attention on 2025, in-depth analyze the detailed pattern of the imported car market that year, explore which brands can still withstand the pressure in this continuously shrinking market, which brands have fallen into difficulties, and also discuss a core question: what imported models does the current chinese auto market still need?
2025年中国车市进口总量53,7万辆，同比下滑17,9%，远超整体车市4,6%的跌幅，在这个大背景下，绝大多数进口品牌都处于下行态势，销量同比均出现不同程度的下滑，但各家下跌的速度还是存在较大差异，有的品牌凭借着强大的品牌力和产品力，实现了小幅下滑，有的品牌则遭遇了大幅下滑，甚至濒临退出中国市场。
the total import volume of china's auto market in 2025 was 537,000 units, a year-on-year decrease of 17,9%, far exceeding the 4,6% decline of the overall auto market, in this context, the vast majority of imported brands are in a downward trend, with sales volume declining year-on-year to varying degrees, but there is still a big difference in the decline speed of each brand, some brands have achieved a slight decline by virtue of their strong brand strength and product strength, while some brands have suffered a sharp decline, even on the verge of withdrawing from the chinese market,
我们先来看排名第一的雷克萨斯，作为进口车市场的“常青树”，雷克萨斯2025年进口量达到18,02万辆，同比仅微跌了1,42%，这样的下滑幅度在整个进口品牌中是最小的，甚至低于整体车市的下滑幅度。考虑到整体车市去年遭遇萎缩，消费者购车需求减弱，雷克萨斯在中国市场的份额甚至实现了增长，从2024年的28,0%提升至2025年的33,6%，提升了5,6个百分点，这在近几年的海外品牌中，已经称得上是奇迹了。毕竟，在国产高端新能源车型的猛烈冲击下，绝大多数海外品牌都难以幸免，而雷克萨斯能够保持这样的稳定性，实属不易。
let's first look at lexus, which ranks first, as an "evergreen tree" in the imported car market, lexus's import volume in 2025 reached 180,200 units, a year-on-year decrease of only 1,42%, this decline rate is the smallest among all imported brands, even lower than the decline rate of the overall auto market, considering that the overall auto market suffered a shrinkage last year and consumers' car purchase demand weakened, lexus's market share in the chinese market even increased, from 28,0% in 2024 to 33,6% in 2025, an increase of 5,6 percentage points, this can be called a miracle among overseas brands in recent years, after all, under the fierce impact of domestic high-end new energy models, most overseas brands are difficult to survive, and it is not easy for lexus to maintain such stability,
不过，雷克萨斯在终端市场的表现并不像想象中那么坚挺，其销量的稳定背后，离不开大幅的终端优惠和降价促销。以雷克萨斯核心车型ES为例，这款车型定位为中型豪华轿车，曾经是雷克萨斯在中国市场的“销量担当”，常年需要加价才能买到，堪称“神车”级别。而随着国产高端新能源车型的冲击，以及雷克萨斯自身产品更新速度较慢、智能化水平不足等问题的凸显，ES车型的市场竞争力逐渐下降，早已经进入降价促销的状态。
however, lexus's performance in the terminal market is not as strong as imagined, behind its stable sales volume, it is inseparable from large terminal discounts and price promotions, taking lexus's core model es as an example, this model is positioned as a medium-sized luxury sedan, which was once the "sales leader" of lexus in the chinese market, it often needed to be bought at a premium, which can be called a "divine car" level, with the impact of domestic high-end new energy models, as well as the prominent problems of lexus's slow product update speed and insufficient intelligence level, the market competitiveness of the es model has gradually declined, and it has already entered the state of price reduction and promotion,
根据终端市场调研数据显示，2025年雷克萨斯ES的终端优惠幅度普遍在6-8万元，部分地区的优惠幅度甚至超过10万元，入门级车型的终端价已经跌破20万元，最近甚至爆出了19,9万的终端价，较其官方指导价29,49万元，优惠幅度超过了30%。要知道，在2019年、2020年，雷克萨斯ES的入门级车型终端加价2-3万元都是常态，如今从加价到大幅降价，甚至跌破20万元，足以看出雷克萨斯在终端市场的压力有多大。因此，雷克萨斯看似坚挺的销量背后，实际上也是通过超30%的折扣实现的，不过在目前的中国车市，海外品牌还能靠折扣保住销量，本身已属十分不易。
according to the terminal market research data, the terminal discount range of lexus es in 2025 was generally 60,000 to 80,000 yuan, and the discount range in some regions even exceeded 100,000 yuan, the terminal price of the entry-level model has fallen below 200,000 yuan, and recently there has even been a terminal price of 199,000 yuan, compared with its official guide price of 294,900 yuan, the discount range exceeds 30%, it should be noted that in 2019 and 2020, it was normal for the entry-level model of lexus es to have a terminal premium of 20,000 to 30,000 yuan, now, from premium to large price reduction, even falling below 200,000 yuan, it is enough to see how much pressure lexus is under in the terminal market, therefore, behind lexus's seemingly stable sales volume, it is actually achieved through a discount of more than 30%, however, in the current chinese auto market, it is already very difficult for overseas brands to maintain sales volume through discounts,
雷克萨斯之下，排名第二的是奔驰品牌，2025年奔驰进口总量达到7,98万辆，同比下滑18,4%，下滑幅度略高于行业平均水平，但依然是全年唯一进口量超7万辆的品牌（雷克萨斯除外）。需要说明的是，这里的奔驰进口量是把迈巴赫、AMG系列等高端子品牌车型都计入在内的，如果单独计算奔驰主品牌的进口量，其实只有6,64万辆，同比下滑20,1%，而迈巴赫系列进口量达到1,34万辆，AMG系列进口量达到0,8万辆，这两个高端子品牌的销量相对稳定，一定程度上缓解了奔驰主品牌进口量下滑的压力。
below lexus, ranking second is mercedes-benz, in 2025, mercedes-benz's total import volume reached 79,800 units, a year-on-year decrease of 18,4%, which is slightly higher than the industry average, but it is still the only brand with an annual import volume exceeding 70,000 units (except lexus), it should be noted that the import volume of mercedes-benz here includes high-end sub-brand models such as maybach and amg series, if we calculate the import volume of mercedes-benz's main brand alone, it is actually only 66,400 units, a year-on-year decrease of 20,1%, while the import volume of maybach series reached 13,400 units, and the import volume of amg series reached 8,000 units, the sales volume of these two high-end sub-brands is relatively stable, which to a certain extent eases the pressure of the decline in the import volume of mercedes-benz's main brand,
奔驰目前最受欢迎的进口车型是GLE，这款车型定位为中大型豪华SUV，是奔驰SUV家族的核心车型之一，2025年全年上险量达到3,45万辆，仅次于雷克萨斯ES，位居进口车型总榜第二位。不过，虽然GLE的销量依然领先，但同比也出现了15,2%的下滑，主要原因是受到国产理想L9、问界M9等车型的冲击，这些国产车型在智能化、舒适性、空间等方面都优于奔驰GLE，且价格更具优势，分流了大量消费者。
mercedes-benz's current most popular imported model is the gle, which is positioned as a medium and large luxury suv and one of the core models of mercedes-benz's suv family, in 2025, the annual insurance volume reached 34,500 units, second only to lexus es, ranking second in the total list of imported models, however, although the sales volume of the gle