In recent years, the National Automobile Brand Living Environment Study, conducted by the China Automotive News Market Information Consulting Center and the National Automobile Brand Living Environment Research Group, has revealed significant progress made by domestic automotive brands over the past five years. Brands such as Geely, Brilliance, Hafei, and Changhe have emerged as key players in the rapidly evolving Chinese auto industry. However, with multinational automakers fully establishing their presence in the Chinese market, competition has intensified dramatically, posing serious challenges to the growth of national brands. According to the report, several critical threats are currently impacting the development of domestic car manufacturers. First, regulatory standards are becoming more rigorous, making it harder for local companies to keep up. Additionally, some national firms are accused of misusing resources or failing to innovate independently. Meanwhile, foreign automakers are leveraging their joint-venture networks to introduce low-cost international brands directly into the Chinese market. These joint ventures are also expanding into lower-end segments, directly competing with national brands in the same price range. Moreover, multinational corporations are creating technical barriers by controlling key components and parts, limiting the ability of domestic manufacturers to develop independently. In overseas markets, they are using both legal and questionable tactics to suppress the export of Chinese car brands. The ongoing price wars further weaken the profitability of domestic companies, which in turn undermines their long-term competitiveness. Cultural factors also play a role, as consumer preferences are influenced by brand perception and image. Negative media coverage and misinformation about national brands have further damaged their reputation. Some domestic companies are even abandoning their own independent innovation and branding strategies, opting instead for short-term gains. The report emphasizes that the coming years represent a crucial window of opportunity for national brands to strengthen their position. Governments, industry leaders, and enterprises must act decisively to seize this moment and ensure sustainable growth in the highly competitive automotive sector.

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