Gasgoo Munich- 2026 International Forum(Teda) on Chinese Automotive Industry Development hosted a session titled "Advancing Upward: User-Defined High-End — Shaping the Spirit of Brand Upscaling and User Resonance." Yang Jing, a chief expert at the China Automotive Technology and Research Center (CATARC), delivered a speech titled "User Value Anchors and Premium Logic for New Energy Brands Moving to the Million-Yuan Class." Drawing on research into ultra-luxury car owners, she dissected the underlying logic of buyers in the million-yuan new-energy market and outlined five critical questions brands must answer to move upmarket.
Image Source: 2026 TEDA Forum
According to Yang, the decision-making hierarchy for million-yuan new-energy users prioritizes the "million-yuan class" label before the "new energy" attribute. The core value lies in social circles and status, while the new-energy powertrain serves merely as an emotional bonus. This demographic consists largely of high-net-worth individuals, including self-made entrepreneurs, second-generation wealth holders, and senior executives. Yet, the million-yuan market isn't an automatic cash cow. Reliability and safety remain the top demands, while advanced technology is simply the price of entry.
The logic of high-end premiums is undergoing a shift. It is moving away from symbolic status or single-point technological features toward a "systemic experience premium" that engages all five senses: sight, smell, sound, touch, and physical perception. Safety and reliability must be proven through real-world road testing and guarantees on core powertrain risks. Meanwhile, residual value is critical for maintaining a high-end image. The industry should aim for reasonable targets: retaining 70% of value after one year and 60% after three.
Yang outlined five imperatives for entering the million-yuan high-end arena: define hard technical strengths, establish a unique system-level aesthetic, create value through social circles and customization, boost residual values via transferable benefits, and build scenario-based exclusive services. The goal is to close the loop—turning users into active brand advocates.
