At the 2026 China Automotive Chongqing Forum held from June 12th to 13th, Ma Lin, Vice President and Head of Brand Communication and Marketing at NIO Inc., delivered a speech and shared three observations on the automotive market in the first half of the year.

Key Market Observations

First, Ma Lin pointed out that the number of new car launches in the first half hit a record high. This surge is attributed to technological breakthroughs and, for some joint ventures, a major product year following a period of fewer launches in prior years. However, he noted a significant shift: the phenomenon where launching a new model would lead to a substantial and immediate sales increase is diminishing, indicating a clear weakening of the 'new car effect'.

Second, the transition to new energy vehicles is pronounced, with pure electric vehicles showing particularly strong momentum. Ma Lin revealed that the penetration rate of new energy vehicles has reached 69% in recent weeks, a figure he described as extremely exciting. He stated that there is now little doubt left in the market's full shift towards pure electric power.

Third, Ma Lin referenced a statement by NIO Inc. founder William Li, indicating the automotive market has entered a 'brand clarification period' this year. Consumer choice is evolving from a past focus on comparing technical specifications to placing greater emphasis on whether a brand's core values and character align with their personal needs and identity.