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in mid-september, wei jianjun, chairman of great wall motors, went into full swing during a live broadcast:

"great wall is not afraid even if its sales fall into the top ten. it would rather do less and have a smaller market share than pursue meaningless sales."

“there is involution and malicious competition within the industry.”

"excessive price competition will only lead to a vicious cycle and deprive the entire industry of a healthy development environment."

in the month of this anti-involution declaration, great wall's new energy vehicle sales exceeded 30,000 units for the first time this year, and great wall issued sales posters as usual.

there is not much space left in the incremental market. although he keeps saying no, his actions are extremely honest.

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vol.1/ exploding september

the executive vice president of the china association of automobile manufacturers predicts that by november, the production and sales of new energy vehicles will exceed 10 million units. according to the prediction of miao wei, deputy director of the economic commission, my country's new energy vehicles are expected to maintain a growth trend of 10% to 20% in the future, and will not enter a stable growth stage until domestic sales reach more than 20 million vehicles.

this means that new energy is still in the window period of the incremental market. such an opportunity makes it inconsistent with market rules for car companies not to talk about sales.

in september, car companies ushered in a number of good news. on the other hand, the chengdu auto show opened at the end of august. as one of the important auto shows in the second half of the year, many manufacturers have intensively released models in these two months, including many flagship models, further stimulating car purchase intentions.

on the other hand, seven departments including the ministry of commerce issued the "notice on further improving the trade-in of old cars for new cars" to optimize the standards for car trade-in on the basis of the original policy.

according to data from the passenger car association, as of september 19, almost all provinces across the country have introduced and implemented car replacement subsidy policies, and the amount of bicycle subsidies is relatively considerable. at that time, the cumulative number of applications for vehicle scrappage renewal subsidies exceeded 1.07 million.

with the combination of multiple positive factors, new energy sales exploded in september.

among the 12 automaker groups currently reporting sales, the average sales volume reached 69,271 units, an increase of 9,181 units from august, which shows the huge growth in overall sales volume. according to the median number, there were 32,774 units in september, an increase of 772 units from august. in fact, due to the intensive release of new cars in august, sales performance has been greatly improved, and september will continue to surge on the basis of august.

regarding car companies specifically, only nezha auto saw a month-on-month decline, while the other 11 car companies all maintained growth. only nezha and aian experienced year-on-year declines, while the others maintained growth.

among the 12 car companies, 6 have achieved record sales in sales, namely byd, geely, chery, ideal, leapmo, and xpeng. among them, byd, chery and leapao achieved record highs for two consecutive months. such an explosive performance is difficult to describe with ordinary adjectives.

the higher the sales volume, the higher the competition threshold. in august, there were three companies with sales of less than 20,000 units, and one less in september. currently, only baic group and nezha automobile have monthly sales of less than 10,000 units. there are only four car companies left with monthly sales of less than 30,000 units.

unlike mobile phones and computers, cars have a longer service life and are replaced less frequently. sales volume in the incremental market stage is, to a certain extent, the basis for future market share. there is nothing wrong with volume sales. this momentum will only slow down when it enters the stock market.

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vol.2/ sprint into the fourth quarter

september is also a month for intensive new product releases.

on september 1, more than 100 stores of ledo auto, nio's second brand, opened simultaneously. the delivery of the first model l60 started on september 28, with a total of 832 units delivered.

geely’s new cars are released in a concentrated manner. on september 12, after the original "jidu" was renamed "jiyue", it released its second model jiyue 07, which is positioned as a mid-to-large pure electric sedan with a price range of 209,900 to 299,900 yuan.

on september 20, smart china announced that its first medium-sized pure electric suv, smart phantom 5, has started pre-sale, with the pre-sale price starting from 245,000 yuan.

jikrypton launches the luxurious five-seater pure electric suv jikrypton 7x, targeting the mainstream market with a price starting from 229,900.

in addition to geely, huawei hongmeng smart is also the focus of this month. the first coupe suv zhijie r7 was released, taking on tesla, with a price starting from 259,800 yuan.

avita, a subsidiary of changan, has released its third strategic model, the smart urban luxury suv - avita 07, with 2 powertrains and 6 models, starting at 219,900. it is worth noting that avita also invited anna yao as its global spokesperson.

in addition to avita, changan's new brand qiyuan, the first model a07 was launched on september 26, starting from 155,900.

in addition, byd denza automobile released the denza z9gt, with prices starting at 334,800 yuan. the 2025 zhiji ls6 is launched, with five models, priced from 216,900.

new brands are still being launched one after another, targeting the last quarter. in september, 25 brands updated their sales, including new brands such as qiyuan, xiangjie, and ledao, as well as brands such as jiyue that announced sales for the first time.

among these 25 brands, 8 achieved record highs, and almost all achieved year-on-year and month-on-month growth. the sales volume difference between brands is huge. it does not mean that the higher the price, the lower the sales volume. for example, ideal and wenjie are firmly in the second echelon with their products and technology. high cost-effectiveness does not necessarily lead to high efficiency. nezha, which aims to reduce hunting gear and extended range to less than 200,000 yuan, still barely has sales of over 10,000 yuan.

the overall sales volume is a contest of comprehensive strength. the specific sales volume of the brand is a test of brand recognition, product strength, technical strength, channel marketing, etc. there are many influencing factors. overall, byd's ocean and dynasty are still ahead of the pack, followed by ideal, aian, wenjie, leapmotor, galaxy, lynk & co, deep blue, xpeng, ji krypton, and nio. the second echelon is dominated by flagship brands, which are almost the brands that car companies focus on.

three-quarters of the time has passed, and among the 15 car companies or brands that announced sales targets at the beginning of the year, only byd has caught up. considering that the fourth quarter is often the stage of sprinting for sales, and there is also the guangzhou auto show in november, ji krypton and ideal have a high probability of achieving their goals. lingpao and weilai also have opportunities to hit the target.

wenjie, avita, aian, xiaopeng, zhiji, and nezha are not yet halfway through the process and may not be able to complete their annual goals.

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vol.3/ going overseas: still in the planning stage

since this year, overseas deployment has become a routine move for car companies.

southeast asia is an important choice for overseas travel. in september, geely automobile signed an agreement with vietnamese company tasco to invest us$168 million to build an automobile assembly plant in vietnam.

gac eon has established its first flagship showroom in the philippines and announced a partnership with dealers in three major cities in the philippines. in thailand, aian plans to build 70 channels and 25 charging stations within this year.

as a veteran overseas car company, great wall's layout network in southeast asia has become increasingly mature. in september, great wall motors officially launched the ckd factory project in vietnam. by the end of 2025, great wall motors will realize vietnamese cars made in vietnam. at present, great wall has achieved normal operations in the markets of thailand, malaysia, laos, brunei, vietnam and other regional countries.

skyworth motors, which has seen slow growth in domestic sales, is also trying to expand in southeast asia. it signed an mou strategic cooperation agreement with a subsidiary of indonesian jiarun group. the cooperation covers many fields such as kd (knockdown assembly) factory construction, joint product development, and localized development of software and hardware.

in addition to the southeast asian market, the latin american market is also the focus of the layout. at present, nezha automobile has been deployed in brazil, ecuador, costa rica and other places. on september 10, nezha automobile officially signed a cooperation agreement with bbva mexico, the mexican electric vehicle association (ema) and a number of local dealers. nezha automobile will enter the mexican market in the fourth quarter.

byd's brazilian commercial director said that the company strives to become the fifth best-selling car seller in brazil by 2027.

in other markets, deep blue motors signed a strategic cooperation agreement with al tayer motors, a uae car dealership group. both parties will jointly promote deep blue products to enter the uae market.

chery automobile plans to spend heavily to promote the omoda and jaecoo brands in europe.

on september 25, leapmotor announced that leapmoor c10 and leapmoor t03 will be launched in europe. as a "newcomer" to overseas car companies, leapmoor directly put "going overseas" on the poster this month and plans to complete 350 global sales by the end of the year. expansion of sales outlets.

at present, chery and great wall's fuel-powered vehicles have been overseas for many years, and their overseas progress is more obvious. this month, the overseas sales of these two car companies have reached a record high.

however, overseas car companies are still in the layout stage and have not yet reached the fermentation stage. the strength of china's new energy vehicle companies will have a great impact on the existing automobile market structure. it is difficult to avoid unfair treatment in target country markets. there are already relevant signs in september. this is a difficulty that must be overcome.

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ideal vs huawei: product strength is temporarily higher than technical strength

ideal still maintains its lead over huawei hongmeng zhixing. since april, ideal has never let hongmeng zhixing overtake it. hongmeng zhixing has launched 6 models under the three brands wenjie, zhijie and xiangjie, but the sales volume of the three brands combined is not as good as expected.

ideal has not made any big moves in recent months. it was so quiet that li xiang didn’t even post a single weibo post in september. but the ideal market is extremely stable and the brand power is strong. sales have still reached a record high. in the past three months, ideal’s sales have exceeded 50,000 units in two months, and there is a high probability that monthly sales will be stable at around 50,000 units. the product strength has built a solid brand foundation for ideal. currently, ideal is providing crazy lessons in intelligent driving technology to narrow the gap with leading intelligent driving such as hongmeng zhixing.

hongmeng zhixing’s “circle of friends” is still growing. last month, the third "xiangjie" model was released. this month, the second model of zhijie, the r7, was released. this is hongmeng zhixing's first coupe suv. the performance of r7 is also very positive, with sales exceeding 6,000 units in 24 hours.

according to calculations based on information disclosed by huawei, the sales volume of xiangjie s9 in september was 2,169 units, and the sales volume of zhijie s7 was 2,139 units. it is still in the early stage. referring to the rhythm of wenjie, the products of zhijie and xiangjie are expected to enter the mature stage next year. hongmeng zhixing's overall sales will gradually increase as the product continues to mature.

hongmeng zhixing is currently under siege. changan, chery, baic, jac, and thalys have maintained close ties with huawei. once the sales of these car companies increase, they will form a driving role and promote the continuous expansion of the hongmeng zhixing ecosystem.

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wei xiaoling: the price/performance ratio is “really fragrant”

just looking at sales, "wei xiaoling" is narrowing the gap between it and its ideals and world.

this month, leappo continues to perform well. after sales exceeded 30,000 units in august, it once again stabilized at 30,000 units. leapmotor takes into account the advantages of extended-range vehicles and cost-effectiveness, and sales are continuing to climb. from the current point of view, leapao has no plans to increase prices for the time being, and is expected to continue to look for opportunities in domestic and overseas markets along the cost-effective approach.

both nio and xpeng started delivering low-priced models this month. weilai's ledo l60 is progressing relatively slowly. it just started delivery on september 28, and 832 units were delivered within 3 days. li bin predicts that the delivery volume this year will exceed 10,000, and next year it will reach 20,000. from this, it is speculated that weilai's sales are expected to reach 40,000 units next year.

xiaopeng started the delivery of mona m03 at the beginning of the month. at the beginning of the delivery, he xiaopeng posted on weibo that mona's production capacity would be expanded twice in 10 days, which would set a new record for the company's first month of delivery. in the end, mona m03 delivered more than 10,000 units in the first month, directly boosting xpeng's sales from less than 15,000 to over 20,000. it is enough to show that low prices are a powerful tool to increase sales.

both weilai and xiaopeng have "long boards." this month, nio reached a strategic cooperation with jiyue on battery swapping and a charging service network cooperation with chery. nio also adjusted the battery swapping service fee charging model. it can be said that power swapping is an important advantage of nio. li bin revealed that the lower-priced third brand firefly will be delivered next year. the low-price brand, power swapping and charging service network will be important differentiation in the future.

it is worth noting that the continued downward exploration of low prices will also put huge financial pressure on nio. nio has been losing money for many years and needs financial support. in september, weilai received a new round of capital increase from strategic investors, which is expected to bring greater support to weilai's new stage of competition.

xiaopeng has obvious advantages in technology research and development. there are reports that the size of xpeng’s chip team has exceeded 200 people. in addition to cars, xiaopeng has announced a mass production schedule for flying cars, with large-scale deliveries expected to begin in 2026 at a price of no more than 2 million yuan. the advantage of smart driving allows xpeng to have a clear differentiated perception in the process of price reduction.

after surviving the difficult phase in the first half of the year, xiaopeng and nio gradually climbed out of the quagmire.

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geely, changan, baic: new brands, launched!

geely, changan, and baic have all enjoyed the boost of new brands this month.

since the sales of galaxy, lynk & co, and ji krypton have all stabilized at 20,000 units, geely has more room to focus on other brands.

this month, among geely's brands, jiyue auto rarely released sales data. this brand was previously called "jidu" and was a joint venture between baidu and geely. baidu was the dominant party at first. after it was renamed "jiyue" in august last year, geely became the dominant party. jiyue's sales have been relatively bleak, with only 444 units sold in june this year. with the release of the second model, geely seems to be interested in speeding up the jiyue. in september, jiyue sales reached 2,605 units, setting a new high. it is expected that jiyue will also accelerate the pace of new products in the future, which is expected to become geely's new growth driver and push geely's new energy sales to exceed 100,000 units.

deep blue is changan's relatively strong flagship brand. this month, deep blue continued its momentum, with monthly sales of 22,709 units hitting a record high. in addition to deep blue, qiyuan's performance has become another highlight of changan. changan disclosed qiyuan's data for the first time this month. this brand, established in 2023, sold 11,615 units in september, which is a very impressive performance. if qiyuan's sales can be maintained, changan will have another brand with monthly sales of over 10,000 yuan in addition to deep blue, which will bring a huge boost to the new energy business line.

for a long time, baic new energy has been over-reliant on its flagship brand jihu, but jihu barely sells around 10,000 units in most months, resulting in a sluggish sales performance for the entire group. the emergence of the xiangjie s9 has given baic a new flagship product. in addition to boosting the sales of baic new energy, it also has the opportunity to enhance baic's brand recognition. as sales of related flagship products slowly increase, baic new energy's situation is expected to improve.

at present, baic new energy intends to further bind hongmeng zhixing. in september, it plans to introduce strategic investment through public listing and increase its investment by no more than 10 billion yuan. some analysts say that this move is to invest in shenzhen.

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"king di" is invincible

last month, after sales reached 370,000 units, byd seemed to have reached the limit of imagination. however, this month, byd's sales reached 420,000 units, the first time in history that monthly sales exceeded 400,000, setting a new record high again.

byd's sales are both high and stable. since march this year, byd's monthly sales have never been less than 300,000 units, reaching a new level based on last year. in august, byd's sales were second only to toyota's in the world. now it stands at 400,000, and byd continues to hit the top spot in the world. byd vividly staged a corner overtaking.

the domestic market determines byd's fundamentals, while the global market determines byd's growth potential. after completing a new round of updates, byd continues to increase its presence in overseas markets. based on the accumulation of more than ten years, "di wang" will also bring stronger performance.

in september, domestically produced new energy vehicles, almost all car companies maintained rapid growth, and the momentum was extremely rapid. it ended the third quarter on a strong note and made good preparations for the sales sprint in the next four quarters. this is no longer "sailing against the current", but "thousands of sails racing". the competition is speed and efficiency, and the most direct thing is the sales volume. in order to seize the few incremental markets, no car companies will really stop even if they complain.