Research on the Sales Negotiation Strategy of AITO New Energy Vehicles in Zhuhai

This research investigates sales negotiation strategies for AITO new energy vehicles in Zhuhai, a rapidly expanding market within the Guangdong-Hong Kong-Macao Greater Bay Area. Against the backdrop of global carbon neutrality goals and Chinas ambitious NEV policies, Zhuhai has emerged as a dynamic regional hub characterised by strong policy support, rising consumer purchasing power, and heightened environmental awareness. The study highlights negotiation challenges faced by both consumerssuch as price opacity, financing complexities, and range anxietyand sales personnel confronted with price competition and customer hesitation. Using comparative analysis of NIO, Li Auto, and AITO, and applying Porters Five Forces framework to assess competitive dynamics. Findings indicate that AITO leverages Huaweis technological ecosystem, NIO emphasises premium smart EVs, and Li Auto focuses on family-oriented models. A win-win negotiation framework is proposed to enhance consumer protection, foster trust, and reduce transaction costs. By addressing unique features of NEV transactions, this research provides practical insights for firms, sales personnel, and consumers to navigate the evolving Zhuhai NEV market more effectively.