In april 2026, a decade-long “price shock” erupted in the country's car market, and nearly 70 car-type collective officials announced price reductions covering luxury, joint ventures, autonomy, fuel and new energy items, without a single brand. The new energy vehicle type fell by an average of $38,000 directly, or 13. 7 per cent, and the fuel vehicle averaged $37,000, or 14. 3 per cent. From the bmw flag ship, which dropped 300,000, to the home scrambling of 70,000, the price battle without smoke was completely hot, and the car had to pay for it, and the consumers had the best time ever to copy it。
This round of price reductions is unprecedented in scale and intensity, with the luxurious brand leading the “scratch” and a record reduction in the size of flagship vehicles. Bmw 7 fell by 301,000 straight, from 1899,000 to 1598,000, while bmw 7 was a discount of nearly 270,000, with 31 car types reduced by a full line. Audi a6l fell by up to 150,000, and a4l by 50,000-80 million in general; mercedes c was down to 210,000, and the glb entry level fell by 150,000; volvo s60, cadillac ct6 fell by more than 70,000, the halo of the old was completely lost and the price went down to the joint venture zone. Luxury brands offer huge concessions, on the one hand, with high stocks and declining sales, and on the other hand, with new energy transformation blocked and forced to reduce prices。
The joint fuel truck was completely “priced” and the old swastika fell to the altar and the domestic price fell to the bottom. The popular concession of 44,000 is as low as 676 000; the official drops 30,000 and the entry page 829 000; and the maiten drops 77,000 and 1299 000 can start. The maximum number of cases fell by 41,000 to 758,000 in toyota; yaku honda and wiranda fell by 140,000; cr-v fell by 64,000; and japanese production fell by more than 50,000, and the price of the joint venture brand went down completely to autonomous zones. The joint venture car, which had been raised at a higher price, is still unsuspecting, and market shares continue to be eroded by autonomous, new energy sources and can only be reduced。
New energy vehicles are being fully followed up, biadi, tesla, new power, and the price battles have hit hard. Following the 898 million cases of the biadi qin l-dm-i subsidy, the song l and song plus benefit was $16,000, and the maximum initial purchase subsidy was 20,000 in the province. The tesla model 3/y super-subsidized province of $5. 46 million has been continuously priced downwards to capture the middle market. New powers such as platinum, indelicate and ideal have fallen by a maximum of 65,000, and new energy sources, suv, at the medium and high end, have dropped by more than 80,000; zero-run, what brand prices go down to 50,000 zones, and new energy vehicles have entered the “par price era”. At the core of the new energy price reductions are the downside costs of batteries, chips, excess capacity, high stock levels, stacking of banks for replacement, and forced exchange of amounts。
The autonomous fuel truck is weak, followed by a full reduction in prices, which have reached a record low. There were 32,000 and 598,000 ejections in changan, 28,000 and 6. 29 thousand in giliti, and 51,000 and 988 in haft h6. Autonomous fuel vehicles continue to take over joint venture market shares based on their comparative value, further widening the gap in the current round, and the joint fuel vehicle living space continues to shrink. Currently, autonomous + new energy market shares are over 70 per cent, joint-venture fuel vehicle shares are down 30 per cent and industry patterns are completely rewritten。
Behind this collective downward trend in prices is the systemic dilemma of the car market, which has become the norm for car companies to “no increase, no gain”. In january-march 2026, vehicle sales declined by more than 23 per cent in comparison to the same year, and the autonomous brand stock factor was over-tight, with less than 70 per cent of capacity utilization. In january-february 2026, only 2. 9 per cent of the earnings of the automobile industry fell sharply compared to 8 per cent in 2017, far below the non-ferrous metals and petroleum industries. The whole car enterprise became the most squeezed chain profits, and the battery and chip suppliers were very profitable, and the car company had to keep up sales at reduced prices, caught in a vicious circle of “no price drops, no price losses”。
Price fighting continues to escalate, the industry speeds up the shuffle, and small and medium-sized enterprises and vulnerable joint ventures face elimination. Since 2026, three cars have been declared bankrupt, eight cars have been cut off, and the joint venture brands continue to be marginalized, with market shares of less than 1 per cent. In the autonomous camp, the big fours of biadi, changan, jily and chire account for more than 60 per cent of the total, and the tail brands accelerate. In the new energy sector, tesla and biadi's double oligarchy patterns are solid, with only the head brands of new power, small peng, ideal, zero running, and small and medium-sized new power being phased out。
For consumers, this is undoubtedly the best car purchase time in history. The luxurious car price goes down to the joint venture zone, the joint venture has fallen to an autonomous price, the self-owned car has a full value of 100,000 and can buy compact, 150,000 medium and 250,000 medium-sized luxury vehicles. At the same time, car purchase subsidies, replacement subsidies, initial purchase subsidies, price reductions for superimposed cars have been introduced in a number of ways, with a combined preference of over 100,000. However, consumers need to be rational in purchasing cars, giving priority to the head brands of biadi, changan, jily, tesla, bmw, audi, etc., and avoiding the purchase of weak, tail brands and problems with subsequent sales, protection and preservation。
Car price fighting will continue, and it is expected that the price reduction will be further expanded and intensified in the second half of 2026. As new energy production continues to be released and new car types become marketed, industry competition will become more brutal, profitability will continue to decline and business shuffles will accelerate. For cars, price reductions can only survive, and only technological innovation, product upgrading, and cost control can survive brutal competition. For consumers, it is undoubtedly the best option to seize the opportunity of the current round of price reductions, to make rational choices about the type of car that suits them, and to take down good quality cars。
