2025 年上半年全国汽车经销商生存状况分析

基础金属	铜电解铜铜精矿铜管铜棒废铜铜排铜合金精铜杆再生铜杆铜板带铝铝土矿氧化铝电解铝铝辅料铝棒铝合金锭废铝铝杆铝型材铝板卷铅铅精矿铅锭铅蓄电池再生精铅还原铅废铅蓄电池铅合金锌锌精矿电解锌锌合金氧化锌锌粉锡锡精矿锡锭锡材镁
稀有金属	稀土稀土矿稀土氧化物稀土金属钕铁硼稀散金属锑铋铟锗镓硒钽锆贵金属白银钨钨精矿 APT(仲钨酸铵)钨粉碳化钨钨酸钠钨条钨铁钨材钼钼精矿工业氧化钼钼铁钼化工高纯三氧化钼钼金属钛钛精矿钛渣四氯化钛海绵钛钛金属钛白粉硒
新能源	锂锂矿锂化合物金属锂镍镍矿镍铁精炼镍镍盐高冰镍 MHP 钴电解钴钴粉氯化钴四氧化三钴硫酸钴钴中间品氧化钴碳酸钴钴酸锂锰锰矿电解锰电池级硫酸锰锂电正负极三元前驱体磷酸铁正极材料石油焦针状焦包覆沥青人造石墨硅碳负极硅氧负极硅

基础金属

铜电解铜铜精矿铜管铜棒废铜铜排铜合金精铜杆再生铜杆铜板带铝铝土矿氧化铝电解铝铝辅料铝棒铝合金锭废铝铝杆铝型材铝板卷铅铅精矿铅锭铅蓄电池再生精铅还原铅废铅蓄电池铅合金锌锌精矿电解锌锌合金氧化锌锌粉锡锡精矿锡锭锡材镁

稀有金属

稀土稀土矿稀土氧化物稀土金属钕铁硼 稀散金属锑铋铟锗镓硒钽锆 贵金属白银钨钨精矿 APT(仲钨酸铵)钨粉碳化钨钨酸钠钨条钨铁钨材钼钼精矿工业氧化钼钼铁钼化工高纯三氧化钼钼金属钛钛精矿钛渣四氯化钛海绵钛钛金属钛白粉硒

新能源

锂锂矿锂化合物金属锂镍镍矿镍铁精炼镍镍盐高冰镍 MHP 钴电解钴钴粉氯化钴四氧化三钴硫酸钴钴中间品氧化钴碳酸钴钴酸锂锰锰矿电解锰电池级硫酸锰 锂电正负极三元前驱体磷酸铁正极材料石油焦针状焦包覆沥青人造石墨硅碳负极硅氧负极硅

2025 年上半年全国汽车经销商生存状况分析

2025-08-19 16:02:07 来源：北方有色网责任编辑：王欣悦

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8月18日，中国汽车流通协会发布《2025年上半年全国汽车经销商生存状况调查报告》。报告显示，在汽车报废更新和置换更新政策拉动下，上半年国内汽车消费温和回暖;但市场竞争白热化，厂家与经销商纷纷靠降价换销量，全力争抢市场份额，结果陷入“销量涨收入不涨、收入增利润不增”的困局。

一、承受多重经营压力

中国汽车流通协会调查显示，今年上半年，汽车经销商的总体满意度得分为64.7分，较2024年底大幅下降，主要受多重经营压力影响。

例如，汽车零售价格低于购车成本，价格倒挂幅度加大，吞噬了经销商的利润空间;资金压力加剧，经销商对库存的承受力减弱;厂家对经销商基础任务目标达成的奖励缩水，付出与回报失衡。

仅三成经销商完成了上半年销售目标，也反映出了经销商的生存状况进一步承压。销售目标完成率低于70%的经销商占比为29%，目标完成率高于70%不足100%的经销商占比为40.7%。整体来看，豪华品牌经销商目标完成率略好于合资品牌和自主品牌。

调查显示，上半年汽车经销商亏损的比例上升至52.6%，持平比例为17.5%，盈利比例为29.9%。

新能源独立品牌的经销商经营状况好于传统燃油车品牌。新能源独立品牌经销商中盈利的占比为42.9%，持平占比为22.7%，亏损占比为34.4%;传统燃油车品牌经销商中盈利的占比为25.6%，持平占比为15.8%，亏损占比为58.6%。

在经销商的毛利构成中，新车、售后和金融保险的毛利贡献分别为-22.3%、63.8%和36.2%。新车销售毛利贡献仍为负数，且新车亏损进一步加剧。

不过，与传统燃油车品牌经销商相比，新能源品牌经销商新车销售表现出了相对较好的盈利贡献。

整体来看，在汽车经销商四大业务板块中，新车和二手车业务满意度相对较低。其中，新车仍然存在任务目标过高、品牌竞争力不足、考核内容过多等问题;厂家对二手车业务支持力度不够、新车价格波动导致二手车价格不稳定。

二、建议简化返利政策

中国汽车流通协会调查显示，上半年，有74.4%的汽车经销商在销售中出现不同程度的价格倒挂，43.6%的汽车经销商价格倒挂幅度在15%以上。

对此，中国汽车流通协会相关负责人表示，严重的价格倒挂，吞噬了经销商的流动资金，经销商普遍反映资金压力大。特别是传统燃油品牌经销商，价格倒挂导致新车业务亏损严重。新能源独立品牌经销商面临的压力，主要有售后产值低、投资回收期长等。

中国汽车流通协会表示，厂家对经销商的返利周期和返利兑现仍需优化和改善。厂家对经销商设置了多种返利形式，有基础返利和模糊返利，模糊返利占比过高。调查显示，厂家对经销商的返利周期集中在2-3个月，部分实施季度考核的厂家返利周期超过3个月。

返利兑现的主要形式包括：全额现金返给经销商，经销商可以自由使用;部分返现金、部分转为提车款;全部转为提车款或相关用途。调查显示，只有少数厂家是全额现金返利给经销商。

中国汽车流通协会建议，汽车厂家简化返利政策，实施单一的月度考核，不再设季度、年度考核目标，实现2个月内兑现返利，取消返利使用的限定条件。

业内人士表示，汽车经销商作为汽车产业链的重要一环，汽车厂家对经销商承诺的返利能否及时兑现，对缓解经销商资金压力、改善经销商经营状况至关重要。

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2025 年上半年全国汽车经销商生存状况分析

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