As the last A-class auto show in China of the whole year, the Guangzhou Auto Show has become a battlefield for car companies to impact sales at the end of the year. On November 16, the first public day of the Guangzhou Auto Show, sales staff at multiple booths took a high-spirited oath before a large number of spectators entered the venue. The sales staff at Dongfeng Lantu's booth told The Paper that the nine days starting from the 16th will be their "highlight". It is expected that in more than a week of this year's auto show, they can reach the daily sales level of at least half a month, or even nearly a month. "Everyone can definitely sell at least a dozen cars."

The Paper reporter learned at the Guangzhou Auto Show that each car brand will basically send dozens of sales consultants to the Guangzhou Auto Show booth, especially the independent brands and new power brands that are more concerned by the auto show audience. This year, basically 30 or 40 sales consultants will be present.


During the Guangzhou Auto Show, there were a large number of anchors selling cars live in front of each booth. The Paper reporter Wu Yulitu

It’s the end of the year, and car companies are already gearing up to hit full-year sales. Each car company has launched various price reduction activities during the auto show. At the same time, in order to attract more consumers' attention, car companies are doing their best to increase traffic and prices.

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At this auto show, intelligent driving can be said to be the biggest highlight of independent brands’ products.

At the auto show press conference, car companies such as Ideal, Cyrus, Xiaomi, Xpeng, and Jiyue focused on introducing the latest developments in intelligent driving technology.

Li Auto debuted at the auto show with Li Li L series and Li Li MEGA, and announced the latest progress of a new generation of intelligent driving technology architecture - end-to-end + VLM (visual language model) dual system.

Fan Haoyu, senior vice president of Li Auto's product department, said that currently, intelligent driving has become one of the core factors attracting users to buy cars. He introduced, “Based on the end-to-end + VLM parking space to parking space function, the push of test drives to tens of thousands of people and stores across the country has been launched. By the end of November, all ADMax users can enjoy supervised intelligent driving from parking space to parking space.”

He Liyang, President of Thalys Automobile, shouted the slogan "Buy in the world and give the driver a gift". He introduced that there are currently more than 337,000 Wenjie smart driving users, the cumulative smart driving mileage exceeds 930 million kilometers, and the average daily new smart driving mileage is 4.9 million kilometers. In addition, Wenjie has completed more than 3 million OTA upgrades.

During the auto show, Zhiji Auto announced that it has reached a cooperation with chip giant NVIDIA and smart driving company Momenta to create the industry's first batch of DRIVE AGXThor chip mass-produced smart driving solutions to accelerate Zhiji's smart driving process. The solution will be first installed in Zhiji Auto's mass-produced models in 2025.

As a latecomer, Xiaomi Motors is also accelerating to catch up in smart driving. Lei Jun pointed out at the press conference that the current active rate of Xiaomi smart driving users exceeds 85%, and its total smart driving mileage has exceeded 80 million kilometers, of which NOA mileage accounts for 82.4% of smart driving mileage. In addition, Xiaomi Auto’s end-to-end full-scenario intelligent driving also launched a targeted internal test on November 16.

At the Guangzhou Auto Show, the most popular “car model” is still Lei Jun.

On the first day of the auto show, Lei Jun not only appeared with sports star Su Bingtian, but also appeared at the booths of Ledao, Xiaopeng, Yangwang and other brands after the press conference, attracting attention everywhere he went. Many car companies' official accounts also posted interactive messages with Lei Jun to attract traffic.


Lei Jun appeared at the Guangzhou Auto Show, and the Xiaomi booth was crowded with spectators. The Paper reporter Wu Yulitu

In addition to Lei Jun, several car company bosses also appeared. Yu Chengdong, Huawei's Managing Director, Chairman of Terminal BG, and Chairman of Smart Car Solutions BU, stood up for Hongmeng Smart and related partner car companies at the auto show; Yin Tongyue, Chairman of Chery Automobile, attended the auto show, not only spoke at Chery's press conference, but also went to Hongmeng Smart's booth to communicate with Yu Chengdong. In addition, Jiyue CEO Xia Yiping, Changan Automobile Chairman Zhu Huarong, and GAC Chairman Zeng Qinghong were also present to support their brands.

Joint venture brands slash prices

Xiaomi and other new car-making forces not only have smart driving "show off skills", but also have boss booths with their own traffic. In contrast, joint venture brands have generally been less vocal in recent years. At the Guangzhou Auto Show, they focused on price cuts in a "simple and crude" manner.

Volvo did not release a brand new product at the auto show, but instead launched a modified model of its SUV model Volvo XC60. The guide price of the car is 425,900 yuan. In order to improve the competitiveness of the new car, this model was directly launched at a discounted price of 319,900 yuan.

SAIC Volkswagen launched a "limited time, fixed price" policy at the auto show. From now until November 30, the starting price of the 2024 Viran "limited time, fixed price" has dropped to 199,900 yuan, with a discount of up to 102,900 yuan. At the same time, SAIC Volkswagen's Tuyue Xinrui and Passat also have a "limited-time, one-price" policy. This "one-price" model is closer to the sales strategy of new forces, making pricing more direct and transparent, and reducing consumer uncertainty and distrust.

Changan Mazda mainly promotes EZ-6 car purchase rights, including 10,000 yuan of additional purchase subsidies, 7,999 yuan of lifetime zero-burning rights, 5,000 yuan of optional funds, 3,999 yuan of Bluetooth charging piles, and lifelong free basic traffic policies.

SAIC-GM's Cadillac Rego has launched a standard range version, with the starting price reduced by 82,000 yuan to 297,700 yuan compared with the previous price. The starting price of its Buick E5 has dropped to 169,900 yuan, a price drop of nearly 40,000 yuan.

In addition, BAIC Jihu Alpha T5, Dongfeng Yipai eπ008, Roewe D7DMH World Championship Edition and other models have also joined the price reduction army, with the price reduction reaching tens of thousands of yuan.

On the stage of the Guangzhou Auto Show, the anxiety of car companies to reduce sales was vividly demonstrated, especially for joint venture brands.

Statistics from the Passenger Car Association show that the market share of the independent camp reached a new high in October, reaching 65.7%, an increase of 10.1 percentage points year-on-year. This year’s cumulative share also crossed the 60% threshold for the first time, an increase of 8.4 percentage points over the same period last year. Correspondingly, the share of joint venture brands has further shrunk.

The industry generally believes that in recent years, competition pressure in the automobile market has increased. New energy and intelligence have developed rapidly. Independent brands and new power car companies have actively deployed their products. Their products have significant advantages in intelligence, battery life, cost, etc., attracting many consumers. Joint venture car companies have lagged behind in the development of the new energy field and can only reduce prices and improve the cost-effectiveness of fuel vehicles to compete.