在重慶車展的喧囂中，長安馬自達的展台主題顯得格外樸素——「依然馬自達」。這四個字背後，承載的絕非一句輕巧的口號。對於一家身處中國市場激烈競爭漩渦中的合資品牌而言，「依然」二字既是對品牌靈魂的守護宣言，也是對現實壓力的誠懇回應。如何在傳承百年品牌基因的同時，應對市場格局的劇烈變動，這本身就是一道極具難度的平衡題。長安馬自達給出的階段性答案是，在產品端堅持全球標準，在用戶端深化情感連接，用「產品 + 用戶」的雙輪驅動，在承壓的市場中尋找屬於自己的節奏。

從產品層面看，長安馬自達正在經歷一場深刻的身份轉換。它不再僅是馬自達在華生產基地，正如其高管所言，長安馬自達已成為馬自達全球新能源整車設計、研發、製造基地和出口中心。這一戰略定位的升級，意味著其產品必須經得起全球最嚴苛市場的檢驗。EZ-6 與 EZ-60 的亮相，正是這一邏輯的集中體現。兩款車型均按照中歐雙五星安全標準打造，EZ-6 拿下了包括 C-NCAP、E-NCAP 在內的 5 項權威安全認證，EZ-60 的電池安全則提前滿足了新國標及歐標。這種對安全標準的「超標」執行，折射出的是一種面向全球市場的思維——不以外銷市場的下限為標準，而以國際市場的上限為基準。

設計層面的成就，則為這種全球標準增添了更有說服力的注腳。EZ-6 斬獲「2026 世界年度設計車」大獎，成為首個獲此殊榮的中國新能源車型；EZ-60 更以全球唯一同時斬獲 8 項世界頂級設計大獎的成績，證明了馬自達設計語言在電動化時代的生命力。設計，一直是馬自達品牌區別於其他日系競品的核心標籤，而在電動化轉型中，這種設計優勢不僅沒有被稀釋，反而獲得了國際權威的認可。這對於一個試圖在新能源賽道重建品牌辨識度的合資企業而言，意義不言而喻。

操控性能的驗證則更加直觀。在為期 6 天、總里程 910 公里中國新能源汽車拉力錦標賽中，原廠未改裝的純電 EZ-60，面對 27 個品牌、100 台參賽車的競爭，最終摘取了場地賽 SUV 組冠軍和拉力賽總成績亞軍。這場賽事的意義不在於名次本身，而在於它證明了電動化並沒有削弱馬自達「人馬一體」的操控基因。在絕大多數參賽車型為增程或插混的情況下，純電車型的勝出，恰恰說明了長安馬自達在底盤調校和三電系統匹配上的功底。這種通過極端賽事進行的「原廠驗證」，比任何營銷話術都更能打動那些真正在意駕駛樂趣的用戶。

更值得關注的是，長安馬自達的全球化步伐已經邁出了實質性的一步。它成為國內首個同時拿下歐盟、英國、澳洲三大市場整車認證的合資新能源車企。5 月底，來自歐洲、澳洲、泰國的 80 多位海外經銷商專程考察南京工廠，並對生產工藝與品控體系給予高度評價。這些事實表明，長安馬自達的「全球車」定位並非宣傳話術，而是正在轉化為實際的出口訂單和海外市場認可。在國內市場，EZ-60 已連續 7 個月蟬聯合資新能源中型 SUV 銷量冠軍，這一成績在競爭慘烈的中國新能源市場中，顯得尤為不易。

然而，產品力的夯實只是解題的一半。在存量競爭時代，如何與用戶建立超越交易的情感紐帶，是所有品牌面臨的共同課題。長安馬自達的選擇是，將「用戶 +」思維從理念落地為一系列可感知、可參與的行動。在中國市場積累的 500 萬用戶基盤，既是品牌最寶貴的資產，也是用戶營運最肥沃的土壤。2026 年發起的系列用戶共創活動，正在試圖將這份資產轉化為持續的品牌活力。

「心願之旅」以「用戶許願、品牌助力」的形式，讓品牌真正走進用戶的生活；「車主故事薈」通過 11 期真實故事的呈現，展示了馬自達車主群體的多元面貌——有連續 7 年捐助貧困小學的公益達人，有連續 4 年組織車友會關愛特殊兒童的愛心領隊，也有因馬自達相識相知的情侶。這些故事的價值在於，它們讓品牌形象從抽象的 Logo 變成具體的人與情感。當用戶發現自己與品牌之間存在著超越產品本身的共鳴時，忠誠度便有了堅實的根基。

「悅馬創作家」與「全民經紀人」計劃則更進一步，它們將用戶從被動的消費者轉化為品牌價值的共創者和傳播者。一位「零零後」EZ-60 車主的分享頗具代表性：她作為新手參與創作，得到了車友和工作人員的全力幫助。這種基於社群互助的體驗，遠比任何廣告投放更能建立用戶對品牌的好感與信任。而「青苗計劃」第二季走進高校、EZ-60 全國高校改裝設計大賽的啟動，則顯示出長安馬自達在培育未來潛在用戶方面的長遠眼光——透過與青年學子在設計和智能化領域的深度交流，品牌正在年輕一代心中埋下種子。

在社會責任層面，長安馬自達同樣將用戶納入了行動體系。自 2015 年以來，在雲南累計捐建 12 所希望小學、總投入超 1000 萬元的公益積澱，已經形成了一個可觀的公益基礎。而今年 6 月發起的「每一公里都有善意」公益行動，則將用戶的每一次出行轉化為公益基金，讓品牌公益與用戶行為產生了直接的關聯。這種設計巧妙地將品牌價值觀傳遞與用戶日常行為綁定，使公益不再是企業的獨角戲，而是品牌與用戶的共同敘事。

回到重慶車展這個具體的節點，長安馬自達的展台佈局和促銷政策，同樣體現了這種「產品 + 用戶」的雙線思維。一方面，MX-5、EZ-6、EZ-60 及 EZ-60 馬年版的集體亮相，展示了從經典燃油跑車到新能源 SUV 的完整產品矩陣，傳遞出品牌在電動化轉型中並未割裂歷史傳承的信號。另一方面，618 年中鉅惠的同步開啟，以國補加廠補疊加專屬套裝的方式，降低了用戶的購車門檻，而「電池終身自燃包賠，不限里程、不限車主」的承諾，則試圖消除新能源用戶最深層的安全顧慮。這些舉措，都是在用實際利益回應市場壓力，同時維護品牌價值的底線。

「依然馬自達」之所以是挑戰，是因為它要求企業在堅守與變革之間找到精確的平衡點。過度堅守可能導致與市場脫節，過度變革則可能喪失品牌靈魂。長安馬自達當前的策略選擇——以全球標準鍛造產品，以用戶共創深化關係——展現了一種務實的進化路徑。它沒有試圖顛覆馬自達的百年基因，也沒有迴避電動化和智能化的浪潮，而是試圖在新的技術平台上，延續「人馬一體」的駕駛哲學，並將這種哲學從產品延伸至用戶關係的每一個觸點。

市場不會因為一家品牌有情懷就給予優待，但一個有清晰戰略且願意為之長期投入的品牌，終究會在激烈的競爭中找到一個屬於自己的位置。長安馬自達的「產品 + 用戶」戰略，在當下看來，依然是有效的解題思路。接下來的關鍵，在於執行的力度和時間的沉澱。

Folks, today let's talk about big news on going global—not selling cars, but selling "drivers". On June 2, WeRide and Uber jointly announced a plan: to launch the country's first commercial Robotaxi pilot service in Madrid, Spain. In other words: Spanish residents will soon be able to hail a driverless taxi via Uber. This is the first time WeRide and Uber are partnering to enter the European market. Madrid also becomes the 12th city globally where WeRide's Robotaxi arrives.

According to official news, with the support of the Madrid regional government, this service will officially launch within this year. At that time, friends in Madrid can open the Uber App and call WeRide's Robotaxi with one click. It's just like calling an ordinary ride-hailing service, the difference is the arriving car has no driver—at least initially, there is still a difference. In the initial operation phase, a professionally trained safety monitor will be on board, as it's just launched, safety comes first.

This company, WeRide, you might have heard of it, or you might not. A brief introduction: Established in 2017, it has been dedicated to Robotaxi technology R&D and commercialization. Currently, its Robotaxis cover Guangzhou, Beijing, Singapore, Abu Dhabi, Dubai, Riyadh, Zurich... plus Madrid now, totaling 12 cities. Spain is also the 5th European market WeRide has entered—previously entered Switzerland, France, Belgium, Slovakia. According to the plan agreed by WeRide and Uber in May 2025, they plan to deploy Robotaxi services in 15 new international cities within five years, deploying tens of thousands of Robotaxis globally. With the Madrid launch, the deployment in 4 cities has been completed, and 11 more will be covered successively before 2030.

To be honest, it's not the first time Chinese autonomous driving companies are going global, but the combination of Chinese technology + global mobility platform + European market is quite interesting. Madrid is one of the European Robotaxi markets with the most commercial potential, with a large population, high travel demand, and friendly local policies. Being able to take root in this market is a significant milestone for WeRide. For Uber, introducing Robotaxis is also a way to reduce costs—after all, drivers don't need salaries. For Madrid residents, hailing a taxi might be cheaper in the future.

On May 30, the Lynk & Co Cup City Racing League Ningbo Station kicked off in a blaze. The Global Xingo Team brought good news once again. The team's lead driver, Chen Hanqi, performed excellently in the first race heat, securing the overall championship with absolute advantage by starting from pole position and leading throughout the race, while also setting the fastest lap of the event, sweeping both major honors alone.

From the Malaysia Sepang F1 Circuit to China's Ningbo F2 Circuit, Chen Hanqi and the team broke through consecutively and won continuously, becoming a new benchmark among Chinese motorsport media drivers.

Looking back to late November 2025, the Malaysia Sepang International Circuit welcomed the Lotus Cup season finale. At that time, the Global Xingo Team, as the first domestic media team to go overseas and participate in National Level A-class events, immediately took the runner-up position in the first round category and the champion position in the second round category, while also securing the fifth place overall.

With two consecutive events and two podium appearances, this impressive result allowed the team to make a brilliant transformation from "Industry Recorders" to "Track Practitioners", injecting solid professional strength into the domestic automotive review industry.

The continuous breakthroughs on the track could not be separated from the team's clear strategic layout. At the Global Auto Annual Gala early this year, the team officially proposed the 2026 development direction of "Racing to Enhance Reviews", striving to enrich the professionalism and credibility of automotive reviews through professional racing events.

Now, the team has launched the dual-track operation mode as promised. While continuing to fight in the Lotus Cup Series, they are fully committed to the Lynk & Co Cup City Racing League, forging the true strength of the team and drivers through multi-track, high-intensity practical combat.

Each trophy is a footnote to strength, every departure is the unchanged original aspiration. From Sepang to Ningbo, from Lotus Cup to Lynk & Co Cup, the Global Xingo Team and Chen Hanqi took every step firmly, breaking through themselves in racing and working in-depth in the professional field without cease. In the future, this team will continue to gallop on various racing tracks, interpret passion with speed, empower the industry with professionalism, and write more brilliant chapters belonging to media drivers on the track.