近日，零跑汽车创始人朱江明在公开场合强调：‘车企绝对不能亏本卖车。’这一观点引发了行业内外的广泛关注。朱江明指出，尽管当前新能源汽车市场竞争激烈，价格战频发，但企业若长期以低于成本的价格销售车辆，将难以维持可持续发展。他认为，健康的商业模式应建立在合理利润基础上，通过技术创新、规模效应和供应链优化来降低成本，而非依赖补贴或资本输血维持低价。朱江明进一步解释，亏本卖车虽然短期内可能提升销量和市场份额，但会削弱企业的研发能力和长期竞争力。一旦资金链紧张或市场环境变化，企业将面临巨大风险。他以零跑汽车为例，表示公司始终坚持成本控制与产品力并重，在保证质量的前提下追求盈利性增长。这一立场也反映了新势力造车从“烧钱换市场”向“理性经营”转型的趋势。随着资本市场趋于冷静，消费者更加注重产品价值，车企必须回归商业本质，构建自我造血能力。朱江明的观点不仅是对行业乱象的警示，也为新能源汽车的高质量发展提供了思路。
Recently, Zhu Jiangming, founder of Leapmotor, publicly emphasized: ‘Automakers absolutely cannot sell cars at a loss.’ This statement has drawn widespread attention within and beyond the industry. Zhu pointed out that although competition in the new energy vehicle (NEV) market is intense and price wars are common, companies cannot sustain long-term sales below cost without jeopardizing their viability. He argued that a healthy business model must be built on reasonable profitability, achieved through technological innovation, economies of scale, and supply chain optimization—not by relying on subsidies or continuous capital injections to maintain low prices.Zhu further explained that while selling at a loss might boost short-term sales and market share, it ultimately undermines a company’s R&D capabilities and long-term competitiveness. Should funding dry up or market conditions shift, such businesses face significant risks. Citing Leapmotor as an example, he noted that the company consistently prioritizes both cost control and product quality, pursuing profitable growth without compromising on standards.This stance also reflects a broader shift among Chinese EV startups—from ‘burning cash for market share’ to ‘rational, sustainable operations.’ As investor sentiment cools and consumers increasingly value product substance over hype, automakers must return to sound business fundamentals and build self-sustaining capabilities. Zhu’s remarks serve not only as a warning against unsustainable practices but also as a roadmap for high-quality development in the NEV sector.
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