In the middle of summer 2025, ChinaNew energy vehiclesThe war in the market is getting hotter and hotter.
With the full release of June sales data, a new battle of forces for head hegemony and survival breakthrough has begun. HarmonyOS Zhixing surpassed Leapmotor for the first time in recent months with sales of 52,747 units, topping the sales championship of new forces in June, followed by Leapmotor with a sales performance of 48,006 units, with an ideal sales volume of 36,279 units, although it declined month-on-month, but still maintained the lead……
Behind the numbers, it is not only the confrontation of the technical routes of manufacturers, but also the competition for the minds of usersNew energyAt the moment of the rise of automobiles, a pinnacle showdown related to the future direction of the industry is being staged.
Head Fight:
The pinnacle showdown of HarmonyOS Zhixing, Leapmotor, Ideal, and Xiaopeng
HarmonyOS Zhixing: Rewrite industry rules with ecological collaboration
In June 2025, HarmonyOS Zhixing achieved sales of 52,747 vehicles, which is described in one sentence: rewriting industry rules with ecological collaboration and topping the sales championship of new forces in June.
In terms of Wenjie, 44,685 vehicles were delivered in June, of which 13,718 vehicles were delivered in the M9, and the cumulative delivery has exceeded 200,000 units, ranking first in the 500,000 yuan market; The M8 delivered 21,185 units, dominating the 400,000 yuan market.
In terms of Xiangjie, after the release of the extended range version, the sales of the Xiangjie S9 have also achieved a significant increase, with 4,154 units delivered in June, a sharp increase of 94.7% month-on-month, ranking first in the new energy car category of more than 300,000 yuan.
In terms of the intellectual world, the cumulative delivery has exceeded 100,000 vehicles, and the cumulative delivery in the first half of the year is 46,600 vehicles, a year-on-year increase of 257%.
In terms of respect, since the launch of the Zunjie S800, it has only taken 19 days to achieve the result of breaking through 5,000 units in Dading, and Dading has exceeded 6,500 units in the first month of listing. At present, the S800 has started the first mover delivery on June 26, and the specific market feedback will not be known until July.
The reason why HarmonyOS Zhixing has achieved such excellent results is inseparable from its ecological synergy energy. atHuaweiWhether it is the ultimate experience of HarmonyOS cockpit and ADS intelligent driving, or HarmonyOS Zhixing’s strong offline channel network, or Huawei’s market appeal, it provides it with unparalleled user reach.
This also reflects a market situation, that is, the market has been upgraded from a single product strength competition to a comprehensive competition of ecological synergy capabilities.
It is worth mentioning that at present, HarmonyOS Zhixing’s products are mainly concentrated in the high-end and luxury camps, and with the release of Shangjie models priced at 150,000-250,000 yuan on the Internet in the future, HarmonyOS Zhixing’s products will enter a larger mass consumer market. At that time, with HarmonyOS Zhixing’s ecological collaboration capabilities, the Shangjie brand is expected to become the next dark horse in the market.
Leapmotor: The global self-developed “price butcher”, the scale effect creates a moat
In June 2025, Leapmotor sold 48,006 units, a year-on-year increase of more than 138%, a record high, and the cumulative delivery has exceeded 800,000 units.
Leapmotor’s official account even called its products “a rational must-have under the trend of the ideal consumption era”. Behind this sentence, it is not difficult to read the reason for the success of Leapmotor.
It has always firmly implemented the strategy of “global self-research”, and in the supply chain, it has controlled the cost to the extreme, so that its products can have a very competitive price while ensuring high configuration, which makes Leapmotor loved by mass consumers.
With the growth of sales, the increasing scale effect has further diluted Leapmotor’s R&D and manufacturing costs, allowing it to build a strong moat.
To sum it up in one sentence, Leapmotor’s technical equality and high price-to-price ratio blade are becoming the ultimate weapon to pierce market barriers.
Li Auto: A strong rebound after labor pains, and organizational strength has become a key winner
In June 2025, Li Auto delivered 36,279 vehicles, with a cumulative delivery volume of 1337810 vehicles.
After experiencing the MEGA turmoil and a short adjustment period, Li Auto quickly adjusted its product strategy, slowed down the pace of pure electric vehicles, and strengthened its range extension advantages with its strong organizational execution. At present, the basic market of the huge SUV market formed by L6, L7, L8 and L9 has been built.
After the launch of the MEGA Home version of the MEGA model, the ideal MEGA has become the first in MPV sales of more than 500,000 yuan regardless of energy form.
Nowadays, while stabilizing the basic market, the ideal side has re-participated in the competition in the pure electric market, the family six-seater pure electric SUV Ideal i8 is about to be launched, and the family five-seater pure electric SUV Ideal i6 will also be launched in September, forming a product layout of 4 extended-range electric SUVs + 1 flagship MPV + 2 high-voltage pure electric SUVs.
The ideal action also proves one thing, that is, in addition to products and technology, the organizational and management capabilities of enterprises and the ability to quickly respond to market changes have become the core capabilities of the second half of the decisive battle of new power giants.
Xpeng Motors: The longboard of assisted driving technology leveraged the market explosion
In June 2025, Xpeng Motors delivered a total of 34,611 new vehicles, a year-on-year increase of 224%, and has achieved more than 30,000 deliveries for eight consecutive months. From January to June this year, the cumulative delivery has reached 197189 vehicles, exceeding the annual delivery volume in 2024.
Among them, the Xpeng X9 delivered 7,451 units in the second quarter, a year-on-year increase of 41% and a month-on-month increase of 112%, and the 2025 Xpeng X9 has been the sales champion of pure electric MPVs for two consecutive months since its launch.
Xpeng P7+ has achieved a delivery result of 62,000 vehicles with the advantages of the world’s first AI car, with AI intelligent assisted driving and luxurious and comfortable configuration, and has become the sales champion of 150,000 yuan to 200,000 yuan of medium and large pure electric cars for 7 consecutive months.
Since its launch, Xpeng MONA M03 has delivered more than 10,000 yuan for 10 consecutive months, becoming a benchmark for AI intelligent assisted driving in the A-class pure electric car market.
The Xpeng G6 delivered 8,700 units in June, which not only comes standard with AI intelligent assisted driving, but also has product advantages such as 5C supercharged AI batteries.
In general, the hot sales of Xpeng models are inseparable from emerging technologies such as AI and intelligent assisted driving, and this is the advantage of Xpeng Motors, and the growth of sales has also announced a phased victory in its strategy with “intelligent assisted driving” as the core label. The in-depth cooperation with Volkswagen also provides it with strong resource endorsement.
After experiencing the previous sales downturn, Xpeng’s turnaround proves that in the second half of new energy vehicles, leading intelligent experience is becoming a decisive differentiating advantage and growth engine.
In the first part, we chose the new forces with sales of more than 30,000 units, of which HarmonyOS Zhixing delivered more than 50,000 units with its ecological synergy advantages, ranking first. Leapmotor’s “price butcher” label, ideal strong organizational strength, and Xpeng’s AI intelligent assisted driving longboard also have their own advantages, and they all have new product plans, which are expected to compete for the throne of new forces in the future.
Intermediate breakout:
The strong attack of Deep Blue and Xiaomi and NIO’s multi-brand answer sheet
Deep Blue Automobile: Backed by big trees to enjoy the shade, the “fast” and “stable” of the new energy sales champion of central enterprises
In June 2025, Deep Blue Automobile delivered 29,893 vehicles, a year-on-year increase of 79% and a month-on-month increase of 17%, ranking first in new energy sales among central enterprises.
The results of Deep Blue Automobile are obvious to all, and the sales performance of nearly 30,000 units is expected to make a breakthrough next month and enter the first echelon of hegemony.
In addition, Deep Blue Automobile is also a model of traditional giants dancing as elephants for new energy transformation, relying on Changan Automobile’s strong R&D, manufacturing, supply chain and financial strength, showing amazing “deep blue speed”.
Its global delivery volume has exceeded 500,000 units on June 10, SL03, S07, S05 and other models have excellent design, leading product strength and highly competitive prices, and cover the mainstream household market, which can be called a successful representative of the “new forces” incubated by traditional giants.
Xiaomi Auto: Phenomenal start, new force sales champion “seed player”
In June 2025, Xiaomi will deliver more than 25,000 cars.
The scary thing is that this is only the end of June 2025, not the end of Xiaomi cars.
At the moment when Xiaomi SU7 is selling well, the number of locked orders exceeded 240,000 units within 18 hours of its launch, creating a miracle in the automobile market.
On the one hand, Xiaomi’s explosive order is Xiaomi’s leap from “rice noodle economy” to “rice car ecology”, Lei Jun used a car to open up the second vein of intelligent life, making “full ecological interconnection of people, cars and homes” a hurricane that swept the market.
On the other hand, the ultimate design and performance parameters of Xiaomi products, as well as the empowerment of Xiaomi’s huge user base and Lei Jun’s personal IP, are also important factors for Xiaomi products to become explosive.
At present, some car owners have reported that the time to order and pick up the car under YU7 is too long, and I believe that it will followCapacityReleased, the number of locked orders of 240,000 coupled with the hot sales of Xiaomi SU7 and Xiaomi SU7 Ultra, Xiaomi will be very likely to become a seed player competing for the sales championship of new forces.
NIO: The multi-brand strategy has begun to bear fruit, and the future of new models is promising
In June 2025, NIO delivered 24,925 new cars, and after experiencing the sluggishness of the Spring Festival in the first quarter, NIO achieved 72,056 deliveries in the second quarter, an increase of 71.2% month-on-month.
Among them, NIO’s main brand has just undergone a product replacement. The new “5566” model has achieved a significant improvement in product strength while keeping the price system unchanged.
The key to its success lies in whether it can continue to reduce costs, expand the coverage of the battery swap network, and accurately meet the core demands of home users for “worry-free, money-saving, and large space”.
It is worth mentioning that in addition to the Ledao L60, the Ledao brand also has the Ledao L90 and the Ledao L80 will be released soon, of which the L90 exhibition car has arrived in the store one after another, positioning the “intelligent large-space flagship SUV”, the current store popularity is relatively good, which is expected to help NIO achieve sales increase.
The Firefly brand delivered 3,932 units in June, as a small electric vehicle for the entry-level market, its significance is to improve the price coverage breadth of NIO Group, carry out market sinking, and in the follow-up layout, Firefly’s battery swap advantage will become one of the important traffic entrances of the battery swap network, helping it expand its battery swap station business.
In June, NIO’s multi-brand strategy has taken substantial steps, and the initial success of Ledao and Firefly has also verified the feasibility of NIO’s downward expansion of the market, but the high-end breakthrough of the main brand and the resource coordination of the third-line combat also have a huge expenditure test, but fortunately, in NIO’s 2024 financial report, revenue, delivery volume, gross profit margin of the whole year, and gross profit for the whole year have all achieved good growth.
In general, the sales of the central breakthrough camp are in the range of 20,000-30,000 units, Deep Blue relies on the advantages of large factories, has been close to the 30,000 mark, the hot lock order of Xiaomi YU7 has made it a seed player for the championship, and NIO’s multi-brand strategy has also seen the light of day, and in the next war, there is no shortage of opportunities to win.
The future is promising:
The persistence and breakthrough of Extreme Krypton, Extreme Fox, Avita and Lantu
ZEEKR Automobile: The adherent of performance and luxury, the global layout is accelerating
In June 2025, ZEEKR sold 16,702 units, and the cumulative sales from January to June reached 90,740 units.
In the field of performance, in addition to the explosive ZEEKR 001, ZEEKR 007GT achieved the delivery of its 10,000th vehicle in the first full month of its launch. In the luxury field, the ZEEKR 009 Radiance Collector’s Edition will start delivery on July 5, while ZEEKR 9X will also hold a technology conference on July 9, which is expected to be launched in the third quarter.
In terms of global layout, ZEEKR Technology has entered more than 60 countries and regions around the world, opening up space for its long-term development.
Jihu Automobile: BAIC empowers, focusing on scenario-based breakthroughs
In June 2025, Jihu Automobile delivered 10,352 units, a year-on-year increase of 65.13%, and sales reached 55,503 units in the first half of the year, a year-on-year increase of 211.06%.
Among them, the Polar Fox Alpha T5 and the Polar Fox Alpha S5 have received wide praise for their ultra-high torsional stiffness, Huawei empowerment, and CATL battery cells, and the Polar Fox Koala has also established a differentiated label with its accurate “mother and baby-friendly” positioning, and the new Alpha 6 Series model released in April has the blessing of “3 LiDAR + Huawei Qiankun Intelligent Driving”.
In general, the strategy of the Jihu model is very clear, that is, to focus on different scenario-based labels, coupled with the resource support of BAIC, it seems that it is only a matter of time before the volume starts.
AVATAR: The top match is a joint force, with sales exceeding 10,000 for 4 consecutive months
In June 2025, AVATR sold 10,153 units, a year-on-year increase of 117%, and it is gratifying that it has achieved sales of more than 10,000 units for four consecutive months.
The advantages of AVATR are also very obvious, that is, behind it stands the top Tiantuan composed of Changan, Huawei, and CATL, making AVATR synonymous with ceiling-level technology and a representative of the “strong alliance” model.
How to enhance brand recognition and balance technology leadership and cost control will be an important issue that Avita needs to face next, but fortunately, Avita 06, which starts from 209,900 yuan, has opened up market space for it, and its sales growth has also verified the necessity of deeply binding top technology partners in high-end intelligent competition, and waiting for Avita will be a bright future.
Lantu Automobile: The vanguard of Dongfeng’s transformation, the MPV track is the king
In June 2025, VOYAH Automobile’s sales reached 10,053 units, a year-on-year increase of 83%.
Among them, Lantu Dreamer is the absolute sales pillar, establishing a leading position in the high-end new energy MPV market, and models such as FREE+, Chasing Light, and Zhiyin are also continuously providing increments for it.
As a high-end new energy brand of Dongfeng Group, Lantu has innate advantages in manufacturing quality, supply chain management, and channel resources, and the key to its success lies in accurately cutting into and dominating a rapidly growing blue ocean market segment, that is, the high-end new energy MPV market, and relying on Dongfeng system to ensure the high quality and stable delivery of products.
At present, VOYAH needs to think about how to stabilize the basic MPV market while increasing sales in the sedan and SUV markets.
In general, the new forces in the echelon of the chaser have shown great potential, and there are large factories behind them, and the health of the enterprise is good, which gives it sufficient confidence to deal with the next market competition.
Trends and challenges
Through the new power competition pattern in June, several phenomena can be intuitively observed.
The first is the intensification of technological competition, whether it is the upgrade of NIO’s “5566” model, the moat of Leapmotor’s global self-development, and the fruitful results of Xpeng’s AI intelligent assisted driving, all of which mark that the technological competition has entered a new stage, and the mainstream price war in the industry has also shifted from simple digital competition.
Secondly, the IP effect is increasing, and more and more companies will cooperate with HarmonyOS Zhixing to achieve an increase in sales with the help of Huawei’s technical capabilities and HarmonyOS Zhixing’s channels and marketing, and the large number of locked orders of Xiaomi SU7 also proves the importance of IP, indicating that competition has surpassed the hardware itself, but an all-round competition including IP, traffic, product strength, technology, price and other factors.
Then the boundary between traditional manufacturers and new forces has become more and more blurred, and new brands such as Deep Blue, AVATAR, Lantu, and Jihu that rely on the advantages of the traditional system have also performed well, initially realizing the transformation of traditional car companies into intelligent technology enterprises, while companies such as Ideal, Xiaopeng, and NIO are also paying more and more attention to systematic construction.
This insight shows that traditional manufacturers have kept up with the trend of the new energy vehicle era, and new forces have gradually gained the confidence to wrestle with traditional manufacturers.
Finally, the severe challenges of the market have not been answered.
First of all, there is profit pressure, except for a few companies such as Ideal and Leapmotor, most of the new forces still have not achieved stable profits, and the contradiction between scale expansion and continuous investment is still acute.
Then there is the balance between technology iteration and cost control. The popularity of new technologies has also brought huge cost pressure to car companies, how to balance costs and improve product strength, and finally achieve sales breakthroughs is still the key to car companies to think about.
On the one hand, supercharging is rapidly popularizing, and NIO’s battery swap mode is also very hot, and there is also the giant of CATL to engage in battery swapping, which also makes consumers controversial about the mainstream energy replenishment route in the future.
End:
There is no eternal king, only eternal change
The sales list in June 2025 is a magnificent competition of new forces, HarmonyOS Zhixing to the top shows the rise of ecological synergy, Leapmotor runs wildly to confirm the power of technology to reduce costs, Xpeng holds high the banner of intelligence, Xiaomi debuts at its peak, and NIO gives birth to multi-brand hope… Behind every new force and every sales figure are strategic choices, technical challenges and user voting.
The bloody battle continues, the pattern is far from solidified, and the world’s most voluminous and dynamic hot land in China’s auto market will continue to breed infinite possibilities.
It is foreseeable that the competition will be more fierce in the coming months, and with the launch of many new models, the number of seats on the list is still variable. But the only certainty is that only those enterprises that continue to innovate, accurately understand users, build strong system strength and unique ecological value can finally cross the cycle and reach the other side in this long march of electrification and intelligence.
Let’s wait and see who can truly define the future in the wave.
