The automobile industry has gone through extraordinary 2025 with steady progress and steady direction. A package of proactive policies that effectively boost consumption, exploit the potential for incremental growth, enhance the dynamics of endogenous growth, clean up and improve the competitive environment to give businesses a sense of ownership; industry works together “inversely” and enterprises are brave and distraught in competition. At the beginning of the line, the ecology is built together, and the automobile industry as a whole is developing in a dynamic and orderly manner。
In the light of the past, move forward. The automobile crossing has a big story on the cover story, "fixing 2025 — 10 annual inventories of the automobile industry." this is the sixth year in a row of automotive crossings that launched the “10 big ten” annual inventory of the automobile industry。
The topic featured 10 articles, respectively, “ten year hotspots”, “ten year new deal”, “ten year personnel change”, “ten year gold words”, “ten year hotspots for ten year brands”, “ten years of the smart net new energy vehicle”, “ten year hotspots of the automobile supply chain”, “ten years of the localization of chinese motors” and “ten years of the global automobile industry”. This is the fifth issue of today, to your attention。
In 2025, the chinese car market accelerated its fragmentation and shuffle of cards. Lead enterprise ecological expansion, partly branded. But even so, industry parties are still actively responding, or strengthening reputational management, or promoting structural and channel changes, leading to a new phase of competition。
In 2025, the chinese automobile market was a lively and dynamic one. During the year, the situation was further exacerbated by the continued expansion of china's “discretion” in the car ring, the rise of the “front” and the near elimination of some autonomous brands, as well as the collective decline in sales of a number of super-luxe brands. In an attempt to break the rules, cars have become online as brand names have been “enabled” and refused to be “blacked”; at the same time, some chinese car companies have consolidated brand structures, while foreign joint ventures seek to change channels to achieve reduced efficiency gains。
The automobile crossing, in particular, draws up 10 annual brand hot spots for reference to the 2025 chinese automobile industry。
China's brand's global influence is on the rise
In electricSmartThe global influence of chinese automobile brands increased further in 2025, driven by the wave of internet connectivity. On 29 july, the world's 500-highest ranking in wealth 2025 was announced, with china's top eight car and spare parts companies, the largest number. Among them, biadi shares, zhejiang giri holdings and chire holdings rose significantly to 91st, 155th and 233rd places on the list compared to 2024. Other incoming chinese automobile brands include the upper motor group, the first motor group, the north motor group, the guang air group and the east wind motors group, ranking 138th, 164th, 201st, 252nd and 291st respectively on the list。
In december, ifac and mark lines, among others, issued a global car sales ranking for 2025, with the strong entry of the chinese brands of biadi and jiley, which completely broke the long-standing monopoly on the joint venture brand. At the same time, the new energy model on the list reached 60 per cent, providing confidence to more other chinese brands。
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In recent years, china's automobile brands have made rapid progress in many areas, including design, product quality and scientific and technological power. As a result, they have been recognized and embraced by a growing number of countries and regions, and global brand influence has entered a period of rapid growth. There is reason to believe that as china’s brand continues to upgrade its capacity in products, technologies, services and matching around the world, the reputation of chinese cars worldwide will be further enhanced。
Automobile enterprise integration brand business architecture
A number of car brands undertook the consolidation of brand business structures in 2025. Following a series of brand contractions and business adjustments that began in 2024, the acquisition and funding of the polar kryptonite pair was completed in february 2025, and on 22 december gilly announced the formal completion of the deal on the privatization and consolidation of the polar kryptonite, which became a fully-funded subsidiary of the jiley car; in may, internal bulletins showed that under the flag brand bands and fireflies had been deeply integrated into the group system, involving research and development, sales, services, etc.; in august, the east wind motors group announced the integration of three autonomous vehicle brands, namely, the wind god, the nami, and the wings, and the establishment of the east fung wing science and technology company ltd., with two vehicle brands, with the original nami brand being incorporated into the zhui faction, as well as the two new company's brands; and on 18 december, the guang group announced the launch of the autonomous branding department (bu) reform, which was incorporated into the newly formed “e-bu”。
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In the words of the greatness of the earth, we shall be divided and divided. After a period of prevalence of multiple brand strategies, the integration and restructuring of business modules has become one of the important tasks of automobile enterprises as the focus of enterprise development and the reorientation of mission objectives. At present, there is a growing tendency for the automobile industry to achieve greater efficiency and competitiveness by optimizing its resource allocation and focusing on core competencies in a timely manner。
Car companies speed up the layout of smart brand lanes
In 2025, when smart technology developed at a rapid pace, a number of cars introduced unique smart technology brands. On 18 march 2025, hiro group announced the upgrading of version 6. 0 of the smart technology brand adigo's smart driving interconnected ecosystem and the official designation of it as "stellar wise". At the meeting, the wag also simultaneously disclosed plans for the implementation of a phased drive-for-au-riding industry; on 23 april, the dong feng vehicle officially launched the “atron smart” technology brand at the shanghai car fair, building a “one-nuclear-based two-dollar” smart technology system; and on 5 september, the chang an vehicle officially released the smart brand “new longer ann new security — sky hub smart”, focusing on three areas of driving aids, cabins and chassis, working to provide users with “extremely safe smart travel solutions”. In addition to the technology brands previously published by the great wall's automobiles — “coffee intelligence” — more and more cars are branding smart technologies, enhancing marketing and promotion。
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In fact, market awareness of technology brands is not easy to upgrade, but in the new era of intellectual driving for all, the introduction of smart technology brands will not only improve the systematic layout and core competitiveness of smart internet technology, but also enhance the overall impact of brands through cross-product, full-spectrum application。
Foreign joint venture brands start a full-blown strategic transformation in china
In 2025, a new round of “localized 2. 0” strategic transformation was launched by the joint venture brand. In the area of electricization, the chinese team has gained greater autonomy and voice, represented by products such as the japanese n7, the hiroshima honda p-7 and the hiroto toyota peng ji; in the area of intellectualization, foreign joint brands have further strengthened cooperation with chinese suppliers, such as bmw and ali baba, respectively, on the integration of the mc-car-mounted digital ecosystem and the use of large language models in smart voice interactions, and ran a new cla with the momenta smart driving system, while ody has worked with china. It is worth noting that the joint venture brand has also begun to enhance the intellectual upgrading of fuel cars, east windsday has launched the tianjin hongmong class version, and a whole new generation of wirandas in hiroshima have adopted a new area-control electronic and electrical architecture. From the localization of industrial chains to r & d, production and supply chains, foreign joint venture brands are being fully integrated into chinese ecology。
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In recent years, the development of joint-venture foreign brands in the chinese market has been unsatisfactory, owing to the lag in the transformation of electricity and intelligence. As can be seen, the strategic transformation of this round of joint venture brands is more proactive, determined and open than previous oil conversion and simple domesticization. It is believed that the development of the joint venture brand in china is expected to bring new opportunities。
The ecological map is expanding
The chinese border is getting higher
In 2025, china's cooperation with the automobile industry was further expanded, not only to complete the “five circles” layout of the hongmun ji-mo model, but also to launch the “two sides” in the form of dry technology empowerment. In february, the shanghai group and china signed an in-depth cooperation agreement in shanghai. Following the signing of the seryth (question), chissy (intelligence), north (ascension), and jiangye (seniority), china became the fifth partner in the selection model, with the cooperative brand name sang-sang. On 23 september, at the launch of a new product by hong moon ji-hwan, the h5 of the first volume was officially presented。
On 20 november, china officially launched the brand of china's new smart car - the enlightenment and enlightenment - at the china-based dry ecology congress. Of these, the first “departure” model is located in a hunting sedan and two are planned to be launched in 2026, while the first “departure” product is located in a full-sized suv, which will be displayed in beijing in april 2026 and is expected to move to the market in the same year。
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In fact, in addition to the “five” and the “turkish”, china is a partner in the car ring with a number of state-owned motor groups, private sector companies and joint brands. This was mainly due to china's investment in research and development over the years, the construction of a complete technology closure, from hardware to software, and different cooperation programmes tailored to the car industry. From the current layout, although china cannot afford to build cars, its “ambivalence” in the automobile industry is not small, and it is likely that the target is the “intel” of the automobile industry。
Fdi brands seek avenues for change
While the autonomous brand adjusts the brand business structure, the joint venture brands have also begun to “slash” through the channels for change. In february, lincoln released in china a channel-based, light quantification plan called “small fire” with an invitation to join at a minimum investment threshold of $1. 5 million. In june, lincoln's first off-grid stand-alone bar-gate opened in suzhou; in august, one of the steamed odys announced the opening of a new integrated and straight-sale model that would harmonize prices, platforms and service standards, while distributors continued to play an important role as “service contacts”; in september, ford motors (china) limited announced the establishment of ford motors marketing services (shanghai) ltd., which would assume full responsibility for the marketing, marketing and servicing of ford brands in chinese markets; and in october, the news of the introduction of a “single-city” model for the implementation of a channel reform for toyota cars, toyota response, an initiative that was only a partial pilot in a particular market and is currently being consolidated in only about 10 cities, not a comprehensive channel。
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At present, changes in the vehicle sector are becoming a common theme. In the face of market pressures and electric transitions, the joint venture brands actively explore initiatives such as light quantification of channels, direct-sale integration and channel integration to optimize costs, close users and enhance experience, depending on their own circumstances, can be seen as a trending attempt to respond to the new period, the effects of which remain to be tested in the market. However, it also reflects, to some extent, the fact that the system of sales of traditional automobiles is accelerating in a more efficient and flexible direction。
Car companies defend their reputations
In order to stop the damage to car brands caused by false information on the internet, in 2025 a number of car companies were no longer content with issuing public announcements to clarify the facts, but rather to bring legal action for their rights. Some of them have chosen to file complaints and prosecutions, such as the one reported by cyrus on the quality of the investigation, the one announced by hong moon's intellectuals on official charges against the media, the one reported by jiang yee on the internet for the dissemination of over 3,000 false information on the gang; the other launched a “reward” model, and the one announced in march by the ultra kryptonian car will be directed at the public recruitment of professional bodies from all over the society to cooperate with professional bodies to establish evidence and to report, prosecute and prosecute offences; and deep blue and aveta also issued a reward announcement。
In september, management issued a joint circular on the conducting of specialized care operations in the automotive industry and made two typical cases public for disciplinary purposes。
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The internet is by no means an extrajudicial place. Part of the time, the media accounts have wandered on the margins of the law for undue gain by spreading false information and maliciously denigrating businesses. Such behaviour not only harms car brands, but also contaminates the network environment and has many negative effects on industry development, which should be curbed。
Vulnerable car brands speed up the "clean"
As the competitive dynamics of the market grow stronger, a number of less integrated firms begin to face the fate of being eliminated or about to be eliminated. On 8 july, pan fyat klesler declared bankruptcy; on 13 june, additional information was provided on the bankruptcy review of the united new energy motors inc., a car entity. However, in december, when the new energy company announced that a management trustee had been identified, the sales network and after-sales services would be restarted。
Some brands remain on the brink of market disappearance. In april, the court decided to approve the reorganization plan for the four wilma car core companies and to terminate its substantive consolidation proceedings. In september, a white paper to the vendors was released to re-engineer vehicles, announcing the formal takeover of the four wilma nucleus companies and planning to resume production; and in december, a public announcement was issued by the ultra-truc vehicle on the expeditious processing of claims and material correction, stating that the discovery of partial incomplete submission of creditor material would affect the review and confirmation of claims claims。
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At present, the industry is experiencing the “skirmishes” of the transition period, and the fact that some firms are leaving the market because of difficulties in adapting to competitive pressures is a reflection of the pattern of superiority and disadvantage. At the same time, brands are actively seeking regeneration, including through judicial reorganization, which in one way or another reflects the complexity and diversity of industry ecology. But it is not easy to “re-emerge” these cars, which are already on the verge of being eliminated by the market, and there is a long way to go。
Autobots are no longer blindly promoting supermarket models
In 2025, the “business supermarket” model, once embraced by new energy brands, began to be “cooled” and many more rationally and cautiously weighed the advantages and disadvantages of this model against the 4s business model. It has been reported that the new energy car doors in beijing’s wang ji business circle have been drastically reduced from eight to two or three displays, and that the city of zhejiang ningbong vientiane has been reduced from nearly ten to four or five. At the dragon’s dream fair in shanghai, several new energy car brands have been replaced by outdoor sports brands, and several luxury brands have entered the closed shop phase on the sidewalk. According to media reports, in mid-september, at a new car-style launch, a german-style luxurious brand stated that “the share of supermarkets in the new shop will be under 20 per cent”; in december, hong mun initiated a large-scale channel re-adjustment, with commercial supermarkets in guangdong, zhejiang, sichuan, jiangsu and others gradually turning to dealers。
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Undeniably, supermarkets have unique market values as a marketing point of contact, as well as a brand power amplifier, a super-advertisement in the flow age. However, this model is premised on the fact that automobile companies have core competitiveness that supports high-cost operations. As can be seen from the start of the careful layout of the supermarkets, new energy companies are moving from the initial blind expansion to rational and cautious layouts. In the future, the distribution network of the new energy automobile brands is expected to evolve towards a more robust and sustainable hybrid model, with the industry moving away from heavy layout to a new stage of fine-tuning operations。
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Super-luxe brands in collective sales. Slide
In 2025, super-luxe car brands (usually those with retail prices of $0. 9 million or more) faced overall challenges in china, with most brand sales falling. The latest financial data show that in the first three quarters of 2025 porsche sales in china were only 322,000, a significant 26 per cent decline in comparison; in january-september 2025, masharati sold 1,023 in the chinese market, a 3 per cent decline in comparison; and aston martin published only the total global sales of 1430 in the third quarter, a decline of nearly 13 per cent in comparison, noting that the decline in sales in the chinese and north american markets was the main reason。
Data on imported vehicles published by the federation show that, as of october 2025, masharati had imported a total of 1,081 vehicles in china, a decrease of 33 per cent in comparison with the previous year; 1689 in bentley, a decrease of 34 per cent over the same period; 599 in ferrari, a decrease of 42 per cent over the same period; and 249 in aston martin, a decrease of 15 per cent over the same period. In the first 10 months of 2025, only rolles and lamborghini imports increased by 2 per cent and 24 per cent, respectively, over the same period。
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In 2025, hyperbole car brands were significantly pressurized in the chinese market and sales generally declined. This is influenced by both macroeconomic and consumer confidence and reflects the contraction of the import vehicle market. The importance of brand value and product innovation has increased in the case of super-luxurious car brands. In the future, deep adaptation to changes in the chinese automobile market will be key to development。
Note: for your attention, this paper was first published in the january 2026 cover story of automobile crossing。
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Articles: automobiles
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