On September 13, 2026, a Beijing Business Today reporter's visits to auto dealerships revealed a clear structural divergence in China's car market. Fuel-car makers are ramping up discounts and clearing backlogged inventory through "pulse-style" promotions to sprint sales, while the NEV segment keeps terminal discounts steady and shifts the peak-season focus to dense new-model launches.
Industry insiders noted that the concentrated promotions during the "Golden September, Silver October" period are "pulse-window sprints" aimed at boosting volume and clearing stock rather than the start of a price war, with the pricing system remaining relatively stable. Going forward, fuel cars will continue price cuts to clear inventory, while NEV makers will shift their competitive focus toward new-product strength and overseas market expansion.
In September, more than 10 all-new or redesigned NEV models hit the market. IM Motors, Xiaomi, Li Auto, Leapmotor and others rolled out campaigns whose discounts were largely level with August. Xiaomi's Pengcheng began deliveries on September 12, while Li Auto's new MEGA and upcoming i9 and i6 models anchor the brand's product offensive.
The mismatch in strategies has shaped a peak-season pattern of parallel inventory clearance and product iteration. Analysts said the industry's price system remains orderly even as competition intensifies.
Source: Beijing Business Today
