新能源汽车体验店热潮褪去，车企加速渠道转型
过去十年，购物中心一度成为新能源汽车和豪华品牌争相布局的“必争之地”。自2013年特斯拉在北京开设首家商场直营店以来，蔚来、理想、小鹏等新势力品牌迅速跟进，传统车企也纷纷在核心商圈试水体验店。高端购物中心首层一度云集数十家品牌，成为消费者逛街时的“汽车秀场”。
然而，自2023年起，这一模式逐渐降温。《汽车商业评论》调研显示，新能源与豪华品牌的商超门店数量在2022年前后达到峰值，随后开始收缩。一方面，租金高企与坪效低下使大部分门店长期亏损；另一方面，消费者对商超看车的新鲜感下降，更倾向于通过线上平台了解车型，再前往郊区4S店或交付中心进行深度体验。
头部品牌率先调整战略。特斯拉陆续关闭一线城市高租金展厅，转向在郊区开设集展示、销售、交付与服务于一体的综合中心；理想则放缓商场扩张，并在一线城市试点大型独立零售中心。与此同时，部分资金紧张的新势力品牌，如阿维塔，已彻底放弃直营商超模式，将渠道转为经销商运营。
传统豪华品牌态度更为谨慎。奥迪等仍以4S经销为主，都市体验店更多承担品牌形象和部分直销功能，但未来发展路径仍取决于效益表现。整体而言，汽车零售渠道正进入“少而精”的阶段，车企更注重与消费者的直接互动，而非盲目扩张门店数量。
业界普遍认为，未来汽车销售网络将呈现多元格局：旗舰体验中心、社区小型展厅、线上平台与移动试驾服务共同组成新的触点体系。商超模式的退潮，正折射出汽车产业渠道建设从“抢占地段”向“提升效率”的深层转型。
Over the past decade, shopping malls once stood as a key battleground for electric vehicle (EV) makers and luxury brands. Since Tesla opened its first mall-based store in Beijing in 2013, new players like NIO, Li Auto, and XPeng followed quickly, with traditional automakers also experimenting with high-traffic retail centers. At its peak, prime shopping malls housed dozens of EV showrooms, turning into automotive “catwalks” for urban consumers.
Since 2023, however, this trend has cooled significantly. According to Automotive Business Review, the number of EV and luxury brand mall stores peaked around 2022 before entering a phase of contraction. Rising rents, weak sales efficiency, and declining consumer novelty have forced many brands to reconsider the costly model. Increasingly, customers browse cars online and prefer suburban delivery centers or 4S dealerships for in-depth test drives.
Leading brands are shifting strategies. Tesla has been closing expensive downtown showrooms in favor of suburban Tesla Centers integrating sales, delivery, and after-sales service. Li Auto has slowed its mall expansion, opening larger standalone retail hubs in major cities. Meanwhile, financially pressured newcomers like Avatr have abandoned the mall model entirely, handing operations to dealer networks.
Traditional luxury brands remain cautious. Audi and others continue to rely mainly on 4S dealerships, with boutique urban stores focused on image-building rather than direct sales. Overall, the industry is moving toward a “fewer but better” channel approach, emphasizing direct engagement with consumers over sheer store numbers.
Experts predict that the future retail landscape will be hybrid: flagship experience centers, smaller community showrooms, digital platforms, and mobile test-drive services will co-exist. The decline of the mall-store model signals a deeper industry transition—from competing for prime locations to competing for operational efficiency.