“Lead the era, embrace the intelligent future” is the theme of this year’s Beijing Auto Show. Indeed, compared with the content promoted in each major auto show in previous years, the content covered by these six characters always seems rather broad, and there isn’t any particularly new industrial direction. But does an ordinary auto show theme mean that this Beijing Auto Show will be unremarkable?
What kind of tone will the Chinese auto market have in 2026? The market feedback in the past few months has already given us the answer. The old routines of price wars and public opinion wars are no longer worth mentioning. Many internal and external factors, such as the soaring oil prices caused by the tense international situation and the rapid improvement of three – electric technologies, have made the entire market present a scene where everyone is in a state of self – danger.
The current market situation has exceeded our imagination. Then, for the upcoming competition, how can each auto company involved be relaxed? For months, the new cars launched by various brands, whether unveiled or launched, have reached a new peak. The media has been complaining that there isn’t enough time to handle them all. And the state of intense internal competition among enterprises is more undisguisedly revealed in front of us.
Since that’s the case, even for the sake of a little traffic, the stage of the Beijing Auto Show will be regarded as the most cost – effective showcase.
Judging from the current trend, the new cars entering the market this year will surely outnumber those in previous years. Even in terms of quality, after those weak brands have been cleared out of the market, each new car that can be displayed at the auto show is forward – looking in terms of brand, dominant in the market, or dominant in terms of traffic.
Needless to say, whether they are joint – venture or independent, traditional or new – force auto companies, the new cars launched recently will surely show up to get familiar with the audience. And among the new cars exposed by the Ministry of Industry and Information Technology in recent issues, many will be officially unveiled at the Beijing Auto Show.
In an era when joint – venture auto companies such as Volkswagen and Toyota have fully awakened and new – force auto companies are becoming more and more savvy, everyone present at the auto show will experience the visual “massage” brought by the impact of new cars and the ring – match between multiple forces.
Joint – venture auto companies bow their heads and are ready for a head – on confrontation with independent auto companies
Compared with last year, there is a very obvious trend this year. The joint – venture auto companies that were once considered to have no knowledge of the Chinese new – energy vehicle industry have finally woken up. In March, GAC Toyota used its ace product, the BZ7, to trigger a tsunami in the 200,000 – level pure – electric sedan market, and regained the face of joint – venture auto companies.
Subsequently, SAIC – GM launched the second model of its Zhijing series, the E7, and Dongfeng Nissan used the NX8 to secure the survival cards for the N6 and N7.
Of course, as the leader among joint – venture brands, Volkswagen has launched a full – scale offensive in electrification. Volkswagen (Anhui) and Zhong 08, SAIC Volkswagen’s ID.ERA 9X, and FAW – Volkswagen’s upcoming ID. AURA T6 jointly staged a grand event of German – made SUVs going electric. The Volkswagen Brand Night before the Beijing Auto Show undoubtedly released this determination to the Chinese auto market.
We always say that it’s extremely difficult for an elephant to turn around. No matter how smart joint – venture auto companies are, they still have a hard time getting over the hurdle of lacking technology. At this moment, the outside world can clearly see a new way of playing for them.
Everyone says that China is the absolute forefront of the global new – energy vehicle industry’s development and transformation. Can these foreigners not know that? Seeing that their technological gap with China is getting wider and wider due to their past arrogance, even the most stubborn Japanese and Germans have to lower their proud heads because of the cruel reality.
Last year, when new cars such as Toyota’s BZ3X, Nissan’s N7, and Mazda’s EZ – 60 were successively launched at low prices in China, we could already see some signs different from the past. By now, such a trend has almost penetrated into the Chinese market from all aspects.
If Chinese users want designs with a sense of electrification, joint – venture companies will collectively adopt a Chinese – style styling language that is completely different from their global designs; if Chinese users want cool and advanced technological configurations, joint – venture companies will cooperate with Chinese technology companies such as Momenta, Huawei, and Xiaomi to package their products; if Chinese users want affordable prices, joint – venture companies will simply abandon their brand premiums and set the starting price of new cars around the cost.
Whether the market will give a positive feedback after this series of moves is not within our discussion. In contrast, the background of the birth of these new cars clearly draws a line from the past, and indeed shows the development resilience of leading joint – venture auto companies.
If Volkswagen and Toyota are taking such measures for survival, then luxury brands including BBA, after years of unsuccessful implementation of electrification strategies, will surely do no less than anyone else this year.
So, at this auto show, SAIC Audi’s E7X will continue to carry on the Chinese genes of the E5 and challenge its opponents, trying to wash away the embarrassment of the e – tron series’ sluggish performance after its launch with Chinese strength. And BMW has brought the domestic version of the new – generation iX3.
In terms of their original intentions, the E7X and iX3 are different. One fully integrates Chinese elements into the product, while the other directly transplants the pure European style. Although there seems to be a natural difference between the two approaches, by now, joint – venture auto companies have achieved self – improvement in the electrification process, and the intensity must be greater than before.
Of course, with such a trend, will independent auto companies relax? Presumably not. In the past few months, not to mention how strong the momentum of leading auto companies such as Geely and BYD is, even the madness of “NIO, XPeng, Li Auto, and Leapmotor” is obvious.
The debut of new flagship models such as NIO’s ES9 and Leapmotor’s D19, which maintain their customer base with extreme price systems; XPeng’s GX, which is trying to break through upwards under great public opinion pressure; and Li Auto, which is fully preparing for the new L series after the i6 has gained momentum, all have the same purpose.
Making individuality the mainstream is an irresistible trend
Judging from the official information, this year’s Beijing Auto Show will be another auto show with a large number of new cars. In the camp of independent brands, while many concept cars reveal the future development direction of the brands, the new cars appearing on the stage will surely be the core combat force in the current market competition.
It was thought that the markets for large 6 – seat SUVs and mid – to – high – end MPVs, which have been in fierce competition for many years, would gradually return to calm this year. Who would have thought that the competition in the 9 – series models has involved all brands. It’s true that the recently popular Zeekr 8X, NIO ES9, and Leapmotor D19 will surely shine at the auto show, but brands such as Great Wall’s V9X, Yijing X9, AITO’s new M9, Li Auto’s new L9, and BYD’s Sea Lion 08 are also not to be underestimated.
Meanwhile, as the flames of war in various segmented markets are intensifying, we have reason to believe that this auto show will also become the main stage for many new cars advocating individuality to compete.
The coupe SUV was once a representative of personalized models, and it will also be present at the auto show this time. Well, the Hyper S600, which was once shown in the new – car list of the Ministry of Industry and Information Technology, will become one of the star products of GAC’s independent brand. Although among the numerous new cars, the Hyper S600, as a coupe SUV, is already a normal – looking model, for Hyper, the S600 will surely become the main sales force of the brand in the future.
Similarly, for a brand like smart that can’t adopt the strategy of a large number of models, the newly launched #6 also comes with such a purpose.
Yes, in the eyes of ordinary people, coupes and coupe SUVs are already niche enough. However, we are actually very clear about the current market environment, which means that there is nothing surprising about any unusual products appearing in the market. The number of “box – shaped” and station/wagon – style cars at this auto show is the highest in history, which is enough to illustrate the problem.
To this day, many people still don’t understand why niche – looking models are regarded as “treasures” by so many Chinese auto companies this year. However, as long as we know that years of internal competition have emptied the coffers of auto companies, this alternative approach, no matter how strange, is quite in line with the background of the entire era.
Among the “box – shaped” new cars, Hongqi’s hardcore off – road new car (possibly named 1927) and GAC Trumpchi’s off – road vehicle are quite unexpected, but Haval’s H10 and Geely’s Battleship will surely be the most talked – about. In the current box – shaped car market, the outstanding sales of Fangchengbao’s Titan 7 will surely attract potential users’ attention to new cars in the same class. In this segment, except for the recently launched iCAR V27, these two models have strong systematic capabilities to compete with it.
Where exactly are the market boundaries of “box – shaped” cars? Data always gives a rough range. In contrast, the popularity of the station – wagon market has really exceeded everyone’s expectations.
According to preliminary statistics, not counting the minor facelift of Denza’s Z9GT and Zeekr’s 007GT, new cars such as Shangjie’s Z7T, Qijing’s GT7, Avatr’s 06T, and Lynk & Co’s 07GT will all become powerful players in this segmented market. And it is their presence that has opened a gap in the market once dominated by Zeekr’s 001 and NIO’s ET5T.
Perhaps according to common sense, whether it’s box – shaped cars or station wagons, they have never become the mainstream in the past, or have not become extremely popular because of one or two new cars. So, there shouldn’t be any big changes today. But seeing so many auto companies squeezing in, it’s really quite helpless.
The competition in the auto market has reached such a level that auto companies have resorted to every means. Launching a large number of niche cars is, to put it bluntly, a sign of having no other options. After all, when negative traffic no longer appears at the auto show, brands have to rely on their real strength to stand out. The year 2026 is destined to be extraordinary, and the opening of the Beijing Auto Show will surely give everyone a wake – up call.
This article is from the WeChat official account “Automobile Commune” (ID: iAUTO2010), written by Cao Jiadong, and is published by 36Kr with authorization.
