近年來，中國市場的汽車行業發生了翻天覆地的變化，尤其是在新能源SUV領域。越來越多的國產品牌迅速崛起，不僅在中高端市場穩穩佔領一席之地，甚至有些車型已突破了百萬售價的門檻。這些品牌憑藉著出色的技術、設計與性價比，迅速贏得了大量消費者的青睞。然而，與此形成鮮明對比的卻是傳統豪華SUV市場的寒冬。曾經那些風光無限、價格不菲的旗艦SUV，現在在市場上已幾乎跌破底線，原本高高在上的車型，現在竟然有的價格低於50萬元。傳統豪華品牌，真的進入“寒冬”了嗎？

As one of the traditional luxury brands, Volvo has always attracted the attention of many consumers with its excellent safety and stable brand image. Recently, Volvo announced that it will launch 90 new cars in 0, including the much-talked-about mid-cycle facelift XC0. The exterior to the interior to the powertrain have been greatly upgraded and optimized. In particular, the exterior design adopts a new cross-diagonal grid grille on the front face, with the iconic "Thor's Hammer" LED headlight cluster, the overall look is both stylish and recognizable; At the rear, the family-style taillights have also been redesigned to be more concise and refined.

不過，值得注意的是，儘管官方宣稱這款車是“全新XC90”，但實際上，新車的設計看起來更像是對老款的“修補”。很多車迷表示，雖然外觀上有所提升，但從整體設計來看，它與2015年發佈的原版XC90相比，變化並不算翻天覆地。這種“十年大改款”的策略，雖然保證了沃爾沃品牌的延續性，但也讓不少消費者產生了疑慮。更重要的是，隨著市場競爭的激烈，很多人都在猜測，新車可能會迎來大幅降價。

一款原本售價在63.89萬至78.19萬之間的車型，經過這樣的升級和市場反響，降價幾乎是板上釘釘的事情。雖然沃爾沃官方並未明確表示，但業內普遍認為，正式上市后XC90的售價可能會接近50萬，這對於消費者來說無疑是一個極具吸引力的價格。

奧迪Q7是豪華SUV市場中的一員老將，曾經以高達75.38萬元的起售價成為“百萬豪車”的代表之一。然而，隨著市場環境的變化，尤其是新能源和智慧化技術的逐漸普及，奧迪Q7也面臨著極大的轉型壓力。最近，網上有轉銷商透露，現款Q7的最低起售價已經降到了45.99萬元，比不少中高端國產品牌還要便宜。這一降價幅度，實在讓人有些措手不及。

Looking back, the Q7 has won the favor of many consumers with its huge body, luxurious configuration and strong power. However, with the rise of competitors such as the BMW X0 and the gradual penetration of domestic high-end SUVs into the market, the market performance of Q0 has gradually declined. The release of the new generation Q0 will be a key moment for Audi to redefine the luxury SUV market. Although the mechanical quality of the Q0 should not be underestimated, with quattro full-time all-wheel drive and air suspension as standard, and a choice of 0.0T and 0.0T V0 engines, the competitiveness of the Q0 is gradually stretched as the wave of intelligence and electrification sweeps in. Therefore, the sharp price reduction of the Audi Q0 can also be said to be the inevitable result of its decline in the traditional luxury SUV market.

For consumers, it has become a question worth thinking about whether to choose to wait for the intelligent breakthrough of the new generation of Q7, or to take advantage of the opportunity of "clearing inventory" to reduce the price of the current model.

作為BBA三大品牌中率先國產的中大型豪華SUV，寶馬X5一直以來都是市場的焦點。自從國產化以來，寶馬X5憑藉其精緻的做工和強悍的動力表現，受到了不少消費者的青睞。然而，隨著電動化浪潮的來襲，傳統燃油車的競爭力正逐漸減弱，X5也未能逃脫這個困境。最近，寶馬X5的入門版車型價格已經降至50萬元以下，這一價格比不少國產豪華SUV還要親民。

The BMW X5 has always emphasized road control performance and luxury, especially its rear space and seat cushion length, which are particularly suitable for the needs of Chinese consumers. Its 0.0-inch full LCD instrument cluster and 0.0-inch central control screen dual-screen design make the interior both modern and technological. At the same time, the X0's powertrain has also been greatly improved, with the maximum power of the 0.0T and 0.0T L0 engines being 0kW and 0kW respectively, providing a strong driving experience. Even so, the sales of the X0 still declined last year, especially under the competition of domestic new energy high-end SUVs such as the Ideal L0 and the Wenjie M0, the BMW X0 also had to face more fierce market challenges.

現如今，隨著寶馬X5的終端優惠不斷加大，50萬元以下的售價無疑為其注入了新的活力。對於那些對品牌價值和駕駛質感有高要求的消費者來說，寶馬X5仍然是值得考慮的優質選擇。然而，在新勢力高端SUV的崛起下，寶馬X5是否能夠維持其傳統優勢，依然是一個需要關注的問題。

From the Volvo XC5 to the Audi Q0 to the BMW X0, traditional luxury SUVs are facing unprecedented challenges. The rise of new energy models, especially the rapid growth of domestic brands, has put these once-high-flying luxury brands into the "throes of transformation". Although they still have strong brand appeal and high-quality hardware configurations, their pace of innovation is a little slow in the face of the wave of intelligence and electrification.

For consumers, choosing a suitable luxury SUV is not only based on the brand and appearance, but also on whether it can meet the needs of intelligence and electrification, and can provide enough competitiveness in price. The price reduction of traditional luxury SUVs may represent a transformation signal for the entire industry: luxury is no longer just about high prices and luxury configurations, but also a comprehensive embodiment of intelligence, environmental protection and cost performance.

In this era of "change", consumers have more choices, but they are also more difficult to decide. For those consumers who are unwilling to be bound by traditional brands, it may be time to look at those domestic new energy high-end SUVs.