在智能化转型追赶新势力与自主品牌的赛道上，传统合资品牌逐渐明晰：要真正赢回用户信任，仅解决前端产品的智能化短板远远不够，更需守住后端服务与品类布局的 “后方阵地”。此前，新能源用户对合资品牌的顾虑集中于两大核心痛点：一是售后体系对新能源车型的适配性不足，电池检测保养、电控系统维修等专业服务缺失，导致 “买得起、养不起” 的焦虑；二是部分品牌盲目押注单一新能源赛道，忽视燃油车仍存的庞大市场需求，面临 “赛道失守即全盘溃败” 的风险。为此，头部合资品牌以 “用户需求” 为核心，一边构建全周期 “用车无忧” 服务护城河，彻底化解售后顾虑；一边实行 “油电并举” 策略，覆盖 7 款燃油车与 13 款新能源车，凭借 “全品类、全周期” 的立体布局，在市场波动中站稳脚跟，为智能化转型赢得宝贵的时间与空间。

一、全周期 “用车无忧” 服务护城河：从 “售后补救” 到 “全流程守护”

合资品牌的服务升级，并非简单增加售后项目，而是重构 “购车 - 用车 - 养车 - 换车” 全周期的服务体系，针对新能源用户最关心的 “电池安全、维修便捷、成本可控” 三大痛点，打造差异化服务优势，彻底扭转 “合资品牌新能源售后弱” 的刻板印象。

（一）售后网络：燃油车体系改造，适配新能源专业需求

传统合资品牌拥有覆盖全国的燃油车售后网络（如大众、丰田、本田在华 4S 店数量均超 1000 家），但这些网络此前缺乏新能源服务能力。为此，头部品牌通过 “三大改造” 实现适配：

硬件升级：在现有 4S 店新增 “新能源专属服务专区”，配备电池检测设备（如大众的 ID, 系列专用电池诊断仪、丰田的 bZ 系列电池充放电测试台）、高压电控维修工具，确保能处理新能源车型核心部件故障。截至 2025 年底，大众在华 1200 家 4S 店中，100% 完成新能源服务专区改造；丰田 800 家 4S 店中，95% 具备 bZ 系列维修能力。

技师认证：联合电池厂商（如宁德时代、松下）、电控企业（如博世）开展专项培训，考核通过者授予 “新能源服务认证技师” 资质。大众累计培训 5000 名认证技师，可独立完成电池更换、电控系统维修；本田则要求新能源服务技师需具备 “3 年以上燃油车维修经验 + 新能源专项认证”，确保服务专业性。

服务效率提升：推行 “新能源服务优先” 机制，预约维修可享受 “2 小时响应、24 小时完工” 承诺。某大众 ID,4 X 车主反馈：“车辆出现电控小故障，早上 9 点预约，10 点技师上门取车，下午 5 点就修好送回，还附赠了电池健康检测报告，比之前修燃油车还快。”

（二）质保体系：超长保障破 “电池焦虑”，成本透明化

电池是新能源用户最大的顾虑之一，合资品牌通过 “超长质保 + 成本透明” 打破焦虑：

电池终身质保：主流合资品牌均推出 “电池终身质保” 政策（非首任车主享 8 年 / 15 万公里质保），覆盖电池衰减、鼓包、故障等问题。本田对 e:NS 系列、丰田对 bZ 系列、大众对 ID 系列均实行此政策，且无 “每年行驶里程限制”（部分自主品牌限制每年 3 万公里）。某丰田 bZ4X 车主测算：“按电池寿命 10 年算，终身质保可节省更换电池的 8 万元成本，比买保险还划算。”

核心部件延保：除电池外，电控系统、电机等核心部件提供 “8 年 / 20 万公里质保”，远超行业平均的 6 年 / 15 万公里。大众 ID 系列还推出 “付费延保服务”，花 3000 元可将整车质保从 3 年 / 10 万公里延长至 5 年 / 15 万公里，覆盖更多易损件。

保养成本透明：公开新能源车型保养价格，如大众 ID,3 小保养（更换空调滤芯、电池检测）380 元，大保养（更换制动液、电控系统检测）850 元，年均保养成本约 1200 元，仅为同级别燃油车的 60%。某本田 e:NS1 车主反馈：“之前担心新能源保养贵，现在看到价格表，比我的老 CR-V 还便宜，彻底放心了。”

（三）用户关怀：全场景覆盖，化解 “用车不便”

合资品牌从用户实际用车场景出发，提供 “超出预期” 的关怀服务：

免费上门服务：每年提供 2 次免费上门取送车保养，3 次免费上门电池检测（针对北方冬季、南方雨季等特殊时段）。丰田还为 bZ 车主提供 “免费上门充电” 服务，车辆没电时可预约技师上门充电（单次充电量 50km 续航），解决 “充电难” 应急需求。

24 小时应急救援：建立新能源专属救援团队，配备 “移动充电车”“高压救援工具”，确保 30 分钟内响应、市区 1 小时内抵达。某本田 e:NP1 车主在高速上遭遇电池报警，拨打救援电话后 40 分钟，移动充电车便抵达，补充 100km 续航后顺利驶离高速，“这种应急能力，比新势力的道路救援靠谱多了”。

增值服务包：购买新能源车型可获赠 “用车无忧包”，包含免费家用充电桩安装（含 30 米线缆）、每年 1000 度免费公共充电额度、2 次免费代驾（针对长途出行前的车辆送检）。大众还为 ID 车主提供 “充电导航会员”，可查询全国 80% 的充电桩实时状态，优先预约空闲桩。

（四）数字化支撑：OTA 售后 + APP 闭环，提升服务效率

合资品牌通过数字化工具，让服务 “更智能、更便捷”：

OTA 远程诊断与修复：车辆电控系统、车机系统的小故障可通过 OTA 远程修复，无需进店。2025 年大众 ID 系列通过 OTA 修复 “车机卡顿”“充电逻辑优化” 等问题，覆盖 80% 的小故障，减少车主进店次数。

服务 APP 一站式管理：推出品牌专属服务 APP，集成 “保养预约、故障报修、电池健康查询、救援呼叫、充电导航” 等功能。本田 “智导互联” APP 还可实时推送电池健康报告（如衰减率、充电次数），提醒用户 “电池衰减达 10%，建议进行均衡充电”，实现 “预防性保养”。

二、“油电并举” 策略：不押注单一赛道，覆盖全品类需求

在新能源转型的同时，合资品牌并未盲目放弃燃油车，而是实行 “油电并举”，以 7 款燃油车 + 13 款新能源车的全品类布局，覆盖不同用户群体与市场需求，规避 “单一赛道失守” 的风险。

（一）为何不放弃燃油车？三大现实需求支撑

合资品牌保留燃油车，并非 “保守”，而是基于市场现实的理性选择：

三四线市场仍有庞大需求：2025 年数据显示，三四线城市燃油车销量占比达 60%，远超新能源的 40%。这些市场的用户更看重 “加油便捷、维修成本低、无续航焦虑”，燃油车仍是首选。丰田卡罗拉燃油版在三四线市场月销 2,5 万辆，占其总销量的 55%；大众朗逸燃油版在县域市场的渗透率达 35%，是当地家庭的 “刚需首选”。

燃油车是利润 “压舱石”：燃油车生产工艺成熟，零部件成本低，利润空间高于新能源（2025 年燃油车平均毛利率 15%，新能源仅 8%）。合资品牌通过燃油车利润反哺新能源研发，如大众 2025 年燃油车利润达 80 亿元，其中 30% 投入 ID 系列的智能化升级，形成 “燃油养新能源” 的良性循环。

用户习惯未完全转变：仍有 40% 的用户对 “充电、续航” 存在顾虑，尤其是长途出行、寒冷地区用户。某北方合资品牌经销商反馈：“冬季时，每天有 10 多个客户咨询燃油车，理由都是‘新能源冬天续航掉太多，还是燃油车靠谱’。” 保留燃油车，可覆盖这部分 “谨慎型用户”。

（二）7 款燃油车：聚焦主流刚需，守住基本盘

合资品牌的 7 款燃油车均为 “销量主力”，覆盖 8-25 万级主流市场，每款车型都有明确的用户定位：

8-12 万级入门市场：大众朗逸（10,99 万起）、丰田卡罗拉（9,98 万起）、本田飞度（8,18 万起），主打 “经济耐用”，是年轻首购、三四线家庭的首选，2025 年上半年合计销量达 65 万辆，占合资燃油车总销量的 30%。

12-18 万级主流市场：大众帕萨特（17,99 万起）、丰田凯美瑞（17,98 万起）、本田 CR-V（18,59 万起），聚焦 “家用 + 商务” 双重需求，空间大、油耗低（综合油耗 5,8-7,2L/100km），是中产家庭的核心选择，上半年合计销量达 80 万辆，占燃油车总销量的 37%。

18-25 万级中高端市场：本田雅阁（19,28 万起），主打 “运动 + 家用”，凭借 “地球梦” 发动机的可靠性，上半年销量达 18 万辆，是合资 B 级燃油车的 “常青树”。

这些燃油车并非 “停滞不前”，而是持续优化：如大众朗逸升级 “1,5T 高效发动机”，油耗降低 10%；丰田凯美瑞新增 “智能车机”（支持 CarPlay/HiCar），拉近与新能源车型的交互体验差距，确保 “燃油车不落后于时代”。

（三）13 款新能源车：全细分市场覆盖，追赶新势力与自主

合资品牌的 13 款新能源车，从 10 万级入门到 35 万级高端，覆盖所有主流细分市场，针对性弥补 “智能化短板”：

10-15 万级入门新能源市场：大众 ID,3（12,98 万起）、丰田 bZ3（14,98 万起），主打 “城市通勤”，续航 450-500km，配备基础 L2 级辅助驾驶、10 英寸中控屏，性价比对标比亚迪海豚、元 PLUS，上半年合计销量达 22 万辆。

15-20 万级主流新能源市场：大众 ID,4 X（16,98 万起）、本田 e:NS1（17,58 万起）、丰田 bZ4X（18,98 万起），聚焦 “家庭用户”，轴距 2700-2800mm，后排空间宽敞，配备座椅加热、全景天窗，上半年合计销量达 35 万辆，占合资新能源总销量的 45%。

20-30 万级中高端新能源市场：大众 ID,7（22,98 万起）、本田 e:NP2（21,58 万起）、丰田 bZ5（25,98 万起），搭载高阶智能驾驶（城市 NOA）、15 英寸中控屏、哈曼卡顿音响，对标特斯拉 Model 3、比亚迪海豹，上半年合计销量达 18 万辆。

30 万级以上高端新能源市场：大众 ID,6 X（30,98 万起，6/7 座）、本田 e:LYRIQ（34,98 万起）、丰田 bZ6（32,98 万起），主打 “豪华 + 大空间”，针对多孩家庭、商务用户，上半年合计销量达 8 万辆，虽规模不大，但标志着合资品牌向高端新能源市场突破。

（四）全品类协同：油电用户互转，构建 “用户生命周期”

合资品牌通过 “油电协同” 政策，实现燃油车与新能源车用户的双向转化，最大化用户价值：

油换电优惠：燃油车车主置换新能源车型，可享 2-3 万元补贴 + 旧车高价回收（高于市场价 5%）。大众推出 “朗逸换 ID,4 X” 专项补贴 2,5 万元，丰田 “凯美瑞换 bZ4X” 补贴 3 万元，2025 年上半年，合资品牌燃油车用户转化为新能源用户的比例达 15%，高于行业平均 10%。

电用油补充：新能源车主可享受 “燃油车租赁优惠”，每年免费租用燃油车 3 天（针对长途出行、春节返乡等场景），或按市场价 5 折租用。本田 e:NS1 车主李先生春节返乡，担心新能源高速充电排队，租用了一辆雅阁燃油版，“每天仅花 150 元，比开新能源车省心多了，这种补充服务太贴心了”。

品牌权益共享：燃油车用户的会员积分可兑换新能源服务（如免费充电额度、电池检测），新能源用户的会员等级可同步享受燃油车售后折扣（如保养 8 折）。这种 “权益互通”，增强了用户对品牌的整体粘性，而非单一车型的依赖。

三、双重布局的市场价值：赢回信任，抗住风险

合资品牌的 “全周期服务 + 油电并举” 布局，不仅解决了用户的直接顾虑，更在市场波动中展现出强大的抗风险能力，为智能化转型奠定基础。

（一）用户信任度显著提升

2025 年第三方调研显示，选择合资品牌新能源车型的用户中，“售后服务有保障” 是首要原因（占比 62%），其次是 “品牌可靠性”（58%）；使用过合资新能源服务的用户，复购意愿达 75%，高于新势力的 65%、自主品牌的 60%。某大众 ID,7 车主表示：“我之前开了 5 年帕萨特，对大众的售后很信任，现在换 ID,7，不仅有终身电池质保，服务还更贴心，下次换车还会选大众。”

同时，燃油车用户的高忠诚度为新能源转化提供了 “天然基础”。2025 年合资品牌燃油车用户的品牌忠诚度达 80%，其中 30% 表示 “未来换车会考虑同品牌新能源”，这一比例远超 “无燃油车使用经历” 的潜在用户（15%）。

（二）单一赛道风险有效规避

2025 年下半年，新能源市场受 “电池原材料价格波动”“补贴退坡” 等影响，部分新势力销量下滑 30%，自主品牌新能源销量下滑 20%；而合资品牌因燃油车销量稳定（上半年燃油车销量 350 万辆，同比仅下滑 3%），总销量仅下滑 5%，其中大众、丰田、本田的总销量仍保持正增长（分别增长 2%、1,5%、1%）。

某合资品牌高管坦言：“如果我们像某些新势力一样押注单一新能源赛道，今年的日子会很难过。正是燃油车的稳定销量，让我们有底气继续投入智能化研发，这种‘双保险’太重要了。”

（三）形成差异化竞争优势

在汽车市场从 “产品竞争” 转向 “生态竞争” 的当下，合资品牌的 “服务 + 品类” 布局形成了独特优势：

对比新势力：新势力擅长 “前端产品创新”，但售后体系不完善（如部分新势力售后网点仅覆盖一二线城市）、品类单一（仅新能源），难以满足用户长期用车需求；合资品牌则以 “全周期服务 + 全品类覆盖”，吸引注重 “长期稳定性” 的用户（如家庭用户、商务用户）。

对比自主品牌：自主品牌以 “高性价比” 取胜，但服务体系成熟度（如技师专业度、救援效率）、品牌溢价能力仍落后于合资；合资品牌则凭借 “服务质感 + 品牌口碑”，在 15 万级以上市场形成壁垒，2025 年合资品牌 15 万级以上新能源车型销量占比达 60%，高于自主品牌的 35%。

四、案例深度解析：大众汽车的 “服务 + 品类” 实践

作为合资品牌的代表，大众汽车的 “全周期服务 + 油电并举” 布局最为典型，其成效也最为显著。

（一）服务护城河：ID 系列 “无忧服务” 体系

大众为 ID 系列打造了 “三层无忧服务” 体系：

基础层：终身电池质保、8 年 / 20 万公里核心部件质保、3 年 / 10 万公里整车质保，解决 “质量顾虑”；

体验层：2 次 / 年免费上门取送车保养、3 次 / 年免费上门电池检测、24 小时新能源专属救援，化解 “用车不便”；

增值层：免费家用充电桩安装、每年 1000 度免费公共充电、OTA 终身免费升级，提升 “用户获得感”。

这一体系推出后，ID 系列的售后投诉率从 2024 年的 1,2 起 / 千辆降至 2025 年的 0,3 起 / 千辆，用户满意度达 92 分（满分 100），带动 ID 系列 2025 年上半年销量达 40 万辆，同比增长 45%。

（二）油电并举：7 款燃油车 + 13 款新能源车的均衡布局

大众的燃油车保留了 “朗逸、帕萨特、途观 L、宝来、速腾、迈腾、高尔夫”7 款主力车型，覆盖 8-25 万级市场，2025 年上半年销量达 45 万辆，占大众总销量的 53%；新能源则布局了 “ID,3、ID,4 X、ID,4 Crozz、ID,5 X、ID,5 Crozz、ID,6 X、ID,6 Crozz、ID,7、ID, Buzz、ID, XTREME、ID, Life、ID, Space Vizzion、ID, Vizzion”13 款车型，覆盖 12-35 万级市场，上半年销量 40 万辆，占比 47%。

这种 “近乎 1:1” 的油电销量占比，让大众在市场波动中保持稳定。2025 年上半年，大众总销量达 85 万辆，同比增长 2%，成为唯一实现正增长的合资品牌集团。

（三）用户转化：“油电双享” 计划激活存量

大众推出 “油电双享” 计划：

燃油车用户置换 ID 系列，享 2,5 万元补贴 + 旧车高价回收（如朗逸旧车可多卖 5000 元）；

ID 车主可免费租用燃油车（如途观 L）3 天 / 年，或按 5 折租用 7 天 / 年；

燃油车与 ID 系列用户共享 “大众会员积分”，积分可兑换保养、充电、周边产品。

2025 年上半年，大众燃油车用户转化为 ID 系列用户的比例达 18%，其中帕萨特车主转化比例最高（25%），远超行业平均水平。某帕萨特车主王先生表示：“开了 3 年帕萨特，觉得大众靠谱，现在换 ID,7，不仅有补贴，还能免费租途观 L 带家人长途出游，这种无缝衔接太方便了。”

五、展望：深化 “服务 + 品类” 协同，迈向 “生态竞争”

合资品牌的 “全周期服务 + 油电并举” 布局并非终点，未来需进一步深化协同，构建 “产品 - 服务 - 用户” 的完整生态，才能在长期竞争中占据优势。

（一）服务端：从 “基础保障” 到 “个性化定制”

未来，合资品牌可根据用户画像提供 “个性化服务包”：如针对北方用户推出 “冬季电池养护包”（含 3 次免费电池预热系统检测、1 次免费防冻液更换）；针对多孩家庭推出 “家庭出行服务包”（含儿童安全座椅免费租赁、后排娱乐系统免费升级）；针对商务用户推出 “高效出行服务包”（含机场贵宾厅权益、免费代驾服务）。

同时，加强跨行业合作，如与充电运营商共建 “专属充电网络”，与保险公司推出 “新能源专属保险”（保费比行业低 10%），进一步降低用户用车成本。

（二）品类端：燃油车 “混动化”，新能源 “高端化 + 智能化”

燃油车转型：逐步将燃油车升级为 “高效混动车型”（如 HEV、PHEV），保留燃油车的 “加油便捷” 优势，同时降低油耗（如大众推出朗逸 HEV，综合油耗 4,2L/100km），满足 “过渡时期” 用户需求。

新能源突破：一方面向高端化突破（如丰田 bZ6、本田 e:LYRIQ），提升品牌溢价；另一方面加速智能化升级（如大众 ID,7 搭载百度 Apollo 高阶城市 NOA、丰田 bZ3 搭载小马智行智能驾驶系统），缩小与新势力的差距。

（三）生态端：打通数据，实现 “用户全生命周期管理”

通过服务 APP、车机系统收集用户用车数据（如行驶习惯、充电频率、保养需求），构建用户画像，实现 “精准服务推荐” 与 “产品迭代反馈”：如根据用户 “高频长途出行” 数据，推荐 “燃油车租赁服务”；根据用户 “电池衰减数据”，提前提醒 “均衡充电保养”；根据用户 “智能驾驶使用反馈”，优化 OTA 升级内容。

这种 “数据驱动” 的生态，能让合资品牌更懂用户，形成 “用户需求 - 产品改进 - 服务优化” 的闭环，真正实现 “以用户为中心”。

六、结语：合资品牌的 “理性反击”，而非 “保守妥协”

当市场热衷于讨论 “新能源取代燃油车”“智能化颠覆传统品牌” 时，合资品牌的 “全周期服务 + 油电并举” 布局，展现了其对市场的理性判断与务实态度。它并非 “保守的妥协”，而是基于用户需求与市场现实的 “聪明反击”—— 通过服务解决新能源用户的核心顾虑，守住 “后方阵地”；通过油电并举覆盖全品类需求，规避单一赛道风险。

在汽车行业转型的 “深水区”，没有 “一招制胜” 的捷径，只有 “脚踏实地” 的布局。合资品牌的实践证明，唯有将 “用户信任” 放在首位，以 “全周期服务” 化解焦虑，以 “全品类布局” 抵御风险，才能在变革中站稳脚跟，最终实现从 “燃油车巨头” 到 “智能出行服务商” 的蜕变。

对用户而言，这种布局意味着 “更多选择” 与 “更稳保障”—— 无论是偏爱燃油车的 “可靠”，还是选择新能源的 “智能”，都能在合资品牌的体系中找到 “放心、省心、安心” 的用车体验。这，或许就是合资品牌在转型时代，给用户最好的 “承诺”。

Joint Venture Brands Build Full-Cycle "Worry-Free Car Ownership" Service Moat, Covering Multiple Models with Fuel-Electric Parallel Strategy to Resist Risks While catching up with new forces and independent brands in intelligent transformation, traditional joint venture brands have also realized that to truly win back user trust, they not only need to address the intelligent shortcomings of front-end products but also hold fast to the "rear position" of back-end services and category layout, Previously, new energy users' concerns about joint venture brands focused on two points: first, the after-sales system was insufficiently adapted to new energy vehicles, lacking professional services such as battery maintenance and electronic control repair; second, some brands bet on a single new energy track, ignoring the remaining market demand for fuel vehicles, leading to a sharp increase in the risk of track loss, To this end, leading joint venture brands have completely resolved after-sales anxiety by ;www.jy.gov.cn.sca4b.com; building a full-cycle "worry-free car ownership" service moat, and covered 7 fuel vehicle models and 13 new energy vehicle models with the "simultaneous development of fuel and electric vehicles" strategy, Relying on the "full-category, full-cycle" layout, they have gained a firm foothold in market fluctuations and won time and space for intelligent transformation,

I, Full-Cycle "Worry-Free Car Ownership" Service Moat: From "After-Sales Remediation" to "Full-Process Protection"

The service upgrade of joint venture brands is not simply adding after-sales items, but reconstructing a full-cycle service system covering "car purchase, car use, maintenance, and car replacement", Aiming at the three core pain points of new energy users—"battery safety, maintenance convenience, and cost controllability"—they have created differentiated service advantages, completely reversing the stereotype that "joint venture brands have weak new energy after-sales services",

(I) After-Sales Network Upgrade: Transforming Fuel Vehicle After-Sales Networks to Adapt to New Energy Professional Needs

Traditional joint venture brands have a nationwide after-sales network for fuel vehicles (e,g,, Volkswagen, Toyota, and Honda each have over 1,000 4S stores in China), but these networks previously lacked new energy service capabilities, To address this, leading brands have achieved adaptation through "three major transformations":

Hardware Upgrade: New "new energy exclusive service zones" have been added to existing 4S stores, equipped with battery testing equipment (such as Volkswagen ID Series-specific battery diagnostic instruments and Toyota bZ Series battery charge-discharge test benches) and high-voltage electronic control maintenance tools, ensuring ;www.jy.gov.cn.sucax.cn; the ability to handle core component failures of new energy vehicles, By the end of 2025, 100% of Volkswagen's 1,200 4S stores in China had completed the transformation of new energy service zones; 95% of Toyota's 800 4S stores had obtained bZ Series maintenance capabilities,

Technician Certification: Joint training programs have been launched with battery manufacturers (e,g,, CATL, Panasonic) and electronic control enterprises (e,g,, Bosch), and those who pass the assessment are awarded the "New Energy Service Certified Technician" qualification, Volkswagen has trained a total of 5,000 certified technicians, who can independently complete battery replacement and electronic control system maintenance; Honda requires new energy service technicians to have "more than 3 years of fuel vehicle maintenance experience + new energy special certification" to ensure service professionalism,

Service Efficiency Improvement: The "new energy service priority" mechanism has been implemented, with a commitment of "2-hour response and 24-hour completion" for scheduled maintenance, A Volkswagen ID,4 X owner feedback: "My vehicle had a minor electronic control fault, I made an appointment at 9 a,m,, the technician picked up the car at 10 a,m,, and it was repaired and returned by 5 p,m, They also provided a free battery health test report—it was even faster than repairing my previous fuel car,"

(II) Quality Assurance System: Ultra-Long Protection to Resolve "Battery Anxiety" with Transparent Costs

The battery is one of the biggest concerns for new energy users, Joint venture brands have resolved this anxiety through "ultra-long warranty + transparent costs":

Lifetime Battery Warranty: Major joint venture brands have launched "lifetime battery warranty" policies (non-first owners enjoy an 8-year/150,000-kilometer warranty), covering issues such as battery degradation, bulging, and ;www.jy.gov.cn.sucaw.cn; failures, Honda implements this policy for the e:NS Series, Toyota for the bZ Series, and Volkswagen for the ID Series, with no "annual mileage limit" (some independent brands limit it to 30,000 kilometers per year), A Toyota bZ4X owner calculated: "Based on a 10-year battery life, the lifetime warranty can save 80,000 yuan in battery replacement costs—more cost-effective than buying insurance,"

Extended Warranty for Core Components: In addition to batteries, core components such as electronic control systems and motors are covered by an "8-year/200,000-kilometer warranty", far exceeding the industry average of 6 years/150,000 kilometers, Volkswagen's ID Series also offers a "paid extended warranty service": for 3,000 yuan, the vehicle warranty can be extended from 3 years/100,000 kilometers to 5 years/150,000 kilometers, covering more wearing parts,

Transparent Maintenance Costs: Maintenance prices for new energy vehicles are made public, For example, the minor maintenance of Volkswagen ID,3 (air filter replacement, battery testing) costs 380 yuan, and major maintenance (brake fluid replacement, electronic control system testing) costs 850 yuan, with an annual maintenance cost of approximately 1,200 yuan—only 60% of that of fuel vehicles of the same class, A Honda e:NS1 owner feedback: "I was worried that new energy maintenance would be expensive, but now seeing the price list, it's even cheaper than my old CR-V—I'm completely relieved,"

(III) User Care: Full-Scenario Coverage to Resolve "Inconvenient Car Use"

Joint venture brands provide "beyond-expectation" care services based on users' actual car usage scenarios:

Free Door-to-Door Service: 2 free door-to-door pick-up and delivery services for maintenance per year, and 3 free door-to-door battery tests per year (for special periods such as winter in northern China and rainy seasons in ;www.jy.gov.cn.scijk.cn; southern China), Toyota also provides "free door-to-door charging" services for bZ owners—when the vehicle runs out of power, technicians can be scheduled to come and charge it (providing 50km of range per charge), addressing emergency "charging difficulty" needs,

24-Hour Emergency Rescue: A new energy-exclusive rescue team has been established, equipped with "mobile charging vehicles" and "high-voltage rescue tools", ensuring a 30-minute response and arrival within 1 hour in urban areas, A Honda e:NP1 owner encountered a battery alarm on the highway, After calling the rescue hotline, a mobile charging vehicle arrived within 40 minutes, providing 100km of range to help the owner drive off the highway safely: "This emergency capability is much more reliable than the road rescue of new forces,"

Value-Added Service Packages: Purchasers of new energy vehicles receive a "worry-free car ownership package", including free home charging pile installation (with 30 meters of cables), 1,000 kWh of free public charging quota per year, and 2 free designated driving services (for vehicle inspection before long-distance trips), Volkswagen ;www.jy.gov.cn.scfgh.cn; also provides "charging navigation membership" for ID owners, allowing them to check the real-time status of 80% of charging piles nationwide and prioritize booking available ones,

(IV) Digital Support: OTA After-Sales + APP Closed Loop to Improve Service Efficiency

Joint venture brands use digital tools to make services "smarter and more convenient":

OTA Remote Diagnosis and Repair: Minor faults in the vehicle's electronic control system and infotainment system can be repaired remotely via OTA without visiting the store, In 2025, Volkswagen's ID Series repaired issues such as "infotainment lag" and "charging logic optimization" via OTA, covering 80% of minor faults and reducing the number of store visits for owners,

One-Stop Service Management via APP: Exclusive brand service APPs have been launched, integrating functions such as "maintenance booking, fault reporting, battery health query, rescue calls, and charging navigation", Honda's "Intelligent Guidance Connect" APP also pushes real-time battery health reports (e,g,, degradation rate, number of charges) and reminds users: "Battery degradation has reached 10%, balanced charging is recommended", realizing "preventive maintenance",

II, "Fuel-Electric Parallel" Strategy: No Bet on a Single Track, Covering Full-Category Needs

While transforming to new energy, joint venture brands have not blindly abandoned fuel vehicles, Instead, they have implemented the "fuel-electric parallel" strategy, covering 7 fuel vehicle models and 13 new energy vehicle models with a full-category layout, This covers the needs of different user groups and markets, avoiding the risk of "losing a single track",

(I) Why Not Abandon Fuel Vehicles? Supported by Three Practical Needs

Joint venture brands' retention of fuel vehicles is not "conservatism" but a rational choice based on market reality:

Huge Remaining Demand in Third- and Fourth-Tier Markets: Data in 2025 shows that fuel vehicle sales account for 60% of sales in third- and fourth-tier cities, far exceeding the 40% of new energy vehicles, Users in these markets ;www.jy.gov.cn.sczab.cn; value "refueling convenience, low maintenance costs, and no range anxiety"—fuel vehicles remain their first choice, Toyota Corolla fuel version sells 25,000 units per month in third- and fourth-tier markets, accounting for 55% of its total sales; Volkswagen Lavida fuel version has a penetration rate of 35% in county-level markets, becoming the "rigid-demand first choice" for local families,

Fuel Vehicles Are the "Profit Ballast": Fuel vehicles have mature production processes, low component costs, and higher profit margins than new energy vehicles (average gross profit margin of fuel vehicles was 15% in 2025, compared to only 8% for new energy vehicles), Joint venture brands use fuel vehicle profits to subsidize new energy R&D, For example, Volkswagen's fuel vehicle profits reached 8 billion yuan in 2025, 30% of which was invested in the intelligent upgrading of the ID Series, forming a virtuous cycle of "fuel vehicles supporting new energy",

User Habits Have Not Fully Changed: 40% of users still have concerns about "charging and range", especially users in long-distance travel and cold regions, A joint venture brand dealer in northern China feedback: "In winter, more than 10 customers consult about fuel vehicles every day, all citing 'new energy vehicles lose too much range in winter—fuel vehicles are more reliable'," Retaining fuel vehicles can cover this group of "cautious users",

(II) 7 Fuel Vehicle Models: Focusing on Mainstream Rigid Demands to Hold the Basic Market

The 7 fuel vehicle models of joint venture brands are all "sales mainstays", covering the mainstream 80,000-250,000 yuan market, with clear user positioning for each model:

Entry-Level Market (80,000-120,000 Yuan): Volkswagen Lavida (starting at 109,900 yuan), Toyota Corolla (starting at 99,800 yuan), Honda Fit (starting at 81,800 yuan) focus on "affordability and durability", and are the first ;www.jy.gov.cn.9suchaol.cn; choice for young first-time buyers and families in third- and fourth-tier cities, Their total sales reached 650,000 units in the first half of 2025, accounting for 30% of joint venture fuel vehicle sales,

Mainstream Market (120,000-180,000 Yuan): Volkswagen Passat (starting at 179,900 yuan), Toyota Camry (starting at 179,800 yuan), Honda CR-V (starting at 185,900 yuan) focus on "dual needs of family and business use", with large space and low fuel consumption (comprehensive fuel consumption of 5,8-7,2L/100km), They are the core choice for middle-class families, with total sales of 800,000 units in the first half of the year, accounting for 37% of fuel vehicle sales,

Mid-to-High-End Market (180,000-250,000 Yuan): Honda Accord (starting at 192,800 yuan) focuses on "sports + family use", Relying on the reliability of its "Earth Dreams" engine, it sold 180,000 units in the first half of the year, becoming the "evergreen tree" of joint venture B-class fuel vehicles,

These fuel vehicles are not "stagnant" but continue to be optimized: for example, Volkswagen Lavida has upgraded to a "1,5T high-efficiency engine" with 10% lower fuel consumption; Toyota Camry has added an "intelligent ;www.jy.gov.cn.9suchaoi.cn; infotainment system" (supporting CarPlay/HiCar), narrowing the interactive experience gap with new energy vehicles and ensuring "fuel vehicles do not fall behind the times",

(III) 13 New Energy Vehicle Models: Full-Segment Coverage to Catch Up with New Forces and Independent Brands

Joint venture brands' 13 new energy vehicle models cover all mainstream market segments from entry-level (100,000 yuan) to high-end (350,000 yuan), specifically addressing "intelligent shortcomings":

Entry-Level New Energy Market (100,000-150,000 Yuan): Volkswagen ID,3 (starting at 129,800 yuan), Toyota bZ3 (starting at 149,800 yuan) focus on "urban commuting" with a range of 450-500km, equipped with basic L2-level assisted driving and 10-inch central control screens, Their cost-effectiveness competes with BYD Dolphin and Yuan PLUS, with total sales of 220,000 units in the first half of the year,

Mainstream New Energy Market (150,000-200,000 Yuan): Volkswagen ID,4 X (starting at 169,800 yuan), Honda e:NS1 (starting at 175,800 yuan), Toyota bZ4X (starting at 189,800 yuan) focus on "family users" with a wheelbase of 2,700-2,800mm, spacious rear seats, and heated seats and panoramic sunroofs, Their total sales reached 350,000 units in the first half of the year, accounting for 45% of joint venture new energy vehicle sales,

Mid-to-High-End New Energy Market (200,000-300,000 Yuan): Volkswagen ID,7 (starting at 229,800 yuan), Honda e:NP2 (starting at 215,800 yuan), Toyota bZ5 (starting at 259,800 yuan) are equipped with high-level intelligent ;www.jy.gov.cn.9suchao1.cn; driving (urban NOA), 15-inch central control screens, and Harman Kardon audio, competing with Tesla Model 3 and BYD Seal, Their total sales reached 180,000 units in the first half of the year,

High-End New Energy Market (Over 300,000 Yuan): Volkswagen ID,6 X (starting at 309,800 yuan, 6/7 seats), Honda e:LYRIQ (starting at 349,800 yuan), Toyota bZ6 (starting at 329,800 yuan) focus on "luxury + large space" for multi-child families and business users, Their total sales reached 80,000 units in the first half of the year—though not large in scale, it marks joint venture brands' breakthrough into the high-end new energy market,

(IV) Full-Category Synergy: Mutual Conversion of Fuel and Electric Users to Build "User Lifecycle"

Joint venture brands have realized two-way conversion between fuel vehicle and new energy vehicle users through "fuel-electric synergy" policies, maximizing user value:

Fuel-to-Electric Discounts: Fuel vehicle owners who trade in for new energy vehicles enjoy a 20,000-30,000 yuan subsidy + high-priced used car recycling (5% higher than market price), Volkswagen launched a special subsidy of 25,000 yuan for "Lavida to ID,4 X" trades, and Toyota offered a 30,000 yuan subsidy for "Camry to bZ4X" trades, In the first half of 2025, the proportion of joint venture fuel vehicle users converting to new energy users reached 15%, higher than the industry average of 10%,

Electric-to-Fuel Supplementary Services: New energy vehicle owners can enjoy "fuel vehicle rental discounts"—3 free fuel vehicle rentals per year (for scenarios such as long-distance travel and Spring Festival home trips) or 50% off market price for rentals, Mr, Li, a Honda e:NS1 owner, rented an Accord fuel version for his Spring Festival home trip, worried about queuing for charging on the highway: "It only cost 150 yuan per day—much more worry-free than driving a new energy vehicle, This supplementary service is too considerate,"

Shared Brand Benefits: Membership points of fuel vehicle users can be exchanged for new energy services (e,g,, free charging quota, battery testing), and the membership level of new energy users can also enjoy after-sales discounts ;www.jy.gov.cn.o65j.cn; for fuel vehicles (e,g,, 20% off maintenance), This "benefit interoperability" enhances users' overall loyalty to the brand, rather than dependence on a single model,

III, Market Value of Dual Layout: Winning Back Trust and Resisting Risks

Joint venture brands' "full-cycle service + fuel-electric parallel" layout not only addresses users' direct concerns but also demonstrates strong risk resistance in market fluctuations, laying the foundation for intelligent transformation,

(I) Significant Improvement in User Trust

A 2025 third-party survey showed that among users who chose joint venture brand new energy vehicles, "reliable after-sales service" was the primary reason (accounting for 62%), followed by "brand reliability" (58%); the repurchase intention of users who have used joint venture new energy services reached 75%, higher than 65% of new forces and 60% of independent brands, A Volkswagen ID,7 owner said: "I drove a Passat for 5 years and trusted Volkswagen's after-sales service, Now I've switched to the ID,7—not only do I have a lifetime battery warranty, but the service is also more considerate, I'll choose Volkswagen again for my next car,"

At the same time, the high loyalty of fuel vehicle users provides a "natural foundation" for new energy conversion, In 2025, the brand loyalty of joint venture fuel vehicle users reached 80%, and 30% of them said "they will consider new energy vehicles of the same brand when changing cars"—a proportion far higher than that of potential users without fuel vehicle experience (15%),

(II) Effective Mitigation of Single-Track Risks

In the second half of 2025, the new energy market was affected by "fluctuations in battery raw material prices" and "subsidy withdrawal", with some new forces' sales dropping by 30% and independent brands' new energy sales dropping by 20%; however, due to stable fuel vehicle sales (fuel vehicle sales of joint venture brands reached 3,5 million units in the first half of the year, a year-on-year decrease of only 3%), their total sales dropped by only 5%, Volkswagen, Toyota, and Honda even maintained positive growth in total sales (increasing by 2%, 1,5%, and 1% respectively) in the first half of the year,

A joint venture brand executive admitted: "If we had bet on a single new energy track like some new forces, this year would have been very difficult, It is the stable sales of fuel vehicles that give us the confidence to continue investing in intelligent R&D, This 'double insurance' is too important,"

(III) Formation of Differentiated Competitive Advantages

As the automotive market shifts from "product competition" to "ecological competition", joint venture brands' "service + category" layout has formed unique advantages:

Comparison with New Forces: New forces excel in "front-end product innovation" but have incomplete after-sales systems (e,g,, some new forces' after-sales outlets only cover first- and second-tier cities) and single categories (only new energy), making it difficult to meet users' long-term car use needs; joint venture brands, with "full-cycle services + full-category coverage", attract users who value "long-term stability" (e,g,, family users, business users),

Comparison with Independent Brands: Independent brands win with "high cost-effectiveness" but lag behind joint ventures in service system maturity (e,g,, technician professionalism, rescue efficiency) and brand premium capability; joint venture brands, relying on "service quality + brand reputation", have formed a barrier in the market above 150,000 yuan, In 2025, sales of joint venture new energy vehicles above 150,000 yuan accounted for 60%, higher than 35% of independent brands,

IV, In-Depth Case Analysis: Volkswagen's "Service + Category" Practice

As a representative of joint venture brands, Volkswagen's "full-cycle service + fuel-electric parallel" layout is the most typical and has achieved the most significant results,

(I) Service Moat: ID Series "Worry-Free Service" System

Volkswagen has built a "three-tier worry-free service" system for the ID Series:

Basic Tier: Lifetime battery warranty, 8-year/200,000-kilometer core component warranty, 3-year/100,000-kilometer vehicle warranty to resolve "quality concerns";

Experience Tier: 2 free door-to-door pick-up and delivery services for maintenance per year, 3 free door-to-door battery tests per year, and 24-hour new energy exclusive rescue to resolve "inconvenient car use";

Value-Added Tier: Free home charging pile installation, 1,000 kWh of free public charging per year, and lifetime free OTA upgrades to enhance "user satisfaction",

After the launch of this system, the after-sales complaint rate of the ID Series dropped from 1,2 cases per 1,000 vehicles in 2024 to 0,3 cases per 1,000 vehicles in 2025, with a user satisfaction score of 92 (out of 100), This drove sales of the ID Series to 400,000 units in the first half of 2025, a year-on-year increase of 45%,

(II) Fuel-Electric Parallel: Balanced Layout of 7 Fuel Vehicle Models + 13 New Energy Vehicle Models

Volkswagen has retained 7 core fuel vehicle models—"Lavida, Passat, Tiguan L, Bora, Sagitar, Magotan, Golf"—covering the 80,000-250,000 yuan market, with sales of 450,000 units in the first half of 2025, accounting for 53% of Volkswagen's total sales; for new energy vehicles, it has laid out 13 models—"ID,3, ID,4 X, ID,4 Crozz, ID,5 X, ID,5 Crozz, ID,6 X, ID,6 Crozz, ID,7, ID, Buzz, ID, XTREME, ID, Life, ID, Space Vizzion, ID, Vizzion"—covering the 120,000-350,000 yuan market, with sales of 400,000 units in the first half of the year, accounting for 47%,

This "nearly 1:1" sales ratio between fuel and electric vehicles has kept Volkswagen stable amid market fluctuations, In the first half of 2025, Volkswagen's total sales reached 850,000 units, a year-on-year increase of 2%, making it the only joint venture brand group to achieve positive growth,

(III) User Conversion: "Fuel-Electric Dual Benefit" Program Activates Existing Users

Volkswagen launched the "Fuel-Electric Dual Benefit" program:

Fuel vehicle users who trade in for the ID Series enjoy a 25,000 yuan subsidy + high-priced used car recycling (e,g,, Lavida used cars can be sold for an additional 5,000 yuan);

ID owners can rent fuel vehicles (e,g,, Tiguan L) for free for 3 days per year, or at 50% off for 7 days per year;

Fuel vehicle and ID Series users share "Volkswagen membership points", which can be exchanged for maintenance, charging, and peripheral products,

In the first half of 2025, the proportion of Volkswagen fuel vehicle users converting to ID Series users reached 18%, with Passat owners having the highest conversion rate (25%)—far exceeding the industry average, Mr, Wang, a Passat owner, said: "I drove a Passat for 3 years and found Volkswagen reliable, Now I've switched to the ID,7—not only do I get a subsidy, but I can also rent a Tiguan L for free to take my family on long-distance trips, This seamless connection is too convenient,"

V, Outlook: Deepening "Service + Category" Synergy to Move Towards "Ecological Competition"

Joint venture brands' "full-cycle service + fuel-electric parallel" layout is not the end, In the future, they need to further deepen synergy and build a complete "product-service-user" ecosystem to gain an advantage in long-term competition,

(I) Service Side: From "Basic Protection" to "Personalized Customization"

In the future, joint venture brands can provide "personalized service packages" based on user profiles: for example, launching a "winter battery maintenance package" for northern users (including 3 free battery preheating system tests and 1 free antifreeze replacement); a "family travel service package" for multi-child families (including free children's safety seat rental and free rear entertainment system upgrades); and an "efficient travel service package" for business users (including airport VIP lounge benefits and free designated driving services),

At the same time, strengthen cross-industry cooperation, such as jointly building an "exclusive charging network" with charging operators and launching "new energy exclusive insurance" with insurance companies (10% lower than industry premiums), to further reduce users' car use costs,

(II) Category Side: "Hybridization" of Fuel Vehicles, "High-Endization + Intelligentization" of New Energy Vehicles

Fuel Vehicle Transformation: Gradually upgrade fuel vehicles to "high-efficiency hybrid models" (e,g,, HEV, PHEV), retaining the "refueling convenience" advantage of fuel vehicles while reducing fuel consumption (e,g,, Volkswagen launched the Lavida HEV with a comprehensive fuel consumption of 4,2L/100km) to meet user needs during the "transition period",

New Energy Breakthrough: On the one hand, break into the high-end market (e,g,, Toyota bZ6, Honda e:LYRIQ) to enhance brand premium; on the other hand, accelerate intelligent upgrading (e,g,, Volkswagen ID,7 equipped with Baidu Apollo high-level urban NOA, Toyota bZ3 equipped with Pony,ai intelligent driving system) to narrow the gap with new forces,

(III) Ecological Side: Connecting Data to Realize "User Lifecycle Management"

Collect user car usage data (e,g,, driving habits, charging frequency, maintenance needs) through service APPs and infotainment systems to build user profiles and realize "precision service recommendations" and "product iteration feedback": for example, recommending "fuel vehicle rental services" based on users' "high-frequency long-distance travel" data; reminding users of "balanced charging maintenance" in advance based on "battery degradation data"; and optimizing OTA upgrade content based on users' "intelligent driving usage feedback",

This "driven" ecosystem allows joint venture brands to better understand users and form a closed loop of "user needs - product improvement - service optimization", truly realizing "user-centricity",

VI, Conclusion: Joint Venture Brands' "Rational Counterattack" Rather Than "Conservative Compromise"

While the market is keen to discuss "new energy replacing fuel vehicles" and "intelligentization subverting traditional brands", joint venture brands' "full-cycle service + fuel-electric parallel" layout demonstrates their rational judgment and pragmatic attitude towards the market, It is not a "conservative compromise" but a "smart counterattack" based on user needs and market reality—resolving new energy users' core concerns through services to hold the "rear position"; and resisting single-track risks through fuel-electric parallel coverage of full-category needs,

In the "deep water zone" of the automotive industry transformation, there is no shortcut to "winning with one move"—only a "down-to-earth" layout, The practice of joint venture brands has proven that only by prioritizing "user trust", resolving anxiety with "full-cycle services", and resisting risks with "full-category layout" can they gain a firm foothold in the transformation and ultimately achieve the transformation from "fuel vehicle giants" to "intelligent mobility service providers",

For users, this layout means "more choices" and "more stable protection"—whether preferring the "reliability" of fuel vehicles or the "intelligence" of new energy vehicles, they can find a "reliable, worry-free, and secure" car use experience within the joint venture brand system, This may be the best "commitment" that joint venture brands can give to users in the transformation era,