The traditional 'Gold September, Silver October' sales surge is fading for China's new energy vehicle (NEV) market, according to a Shanghai Securities News investigation of dealerships and auto shows.
Data shows NEV retail penetration climbed to 67% in September, a record high, and held at elevated levels in October. Yet 54.2% of dealers surveyed by the China Passenger Car Association said this year's peak-season effect was weaker than usual, and 33.7% said it had essentially disappeared.
Analysts attribute the shift to a maturing, stock-based market: frequent new-model launches let consumers buy whenever they want rather than rush a purchase window, and intensifying product homogeneity is pushing automakers from price competition toward value competition — including personalized customization and branding.
Source: Shanghai Securities News (Nov 2, 2026)
