Over 20 car models see lightning-fast price adjustments as Toyota launches a "suicidal" counterattack, escalating the 2026 price war.

After BMW drastically cut prices by 300,000 yuan in the first round of the price war, more than 20 car models quickly followed suit.

According to CheDongXi on January 16th, after the traditional luxury carmaker BMW "started the price war" at the beginning of the month, the price war has further intensified. As of now, 10 more automakers with over 20 mainstream models have quickly joined in, creating a new wave of "price cuts."

Geely Emgrand is now on sale starting from 48,800 yuan. Xiaomi YU7 has followed Tesla's 7 - year low - interest policy. GAC Trumpchi has offered a subsidy package worth 70,000 yuan. ZEEKR has provided both insurance subsidies and purchase tax subsidies.

Facing such pressure, FAW Toyota launched a "suicidal" counter - attack. The starting price of its main pure - electric sedan, the bZ3, has been directly halved, with a reduction of 76,000 yuan. The starting price of this joint - venture mid - size electric car has dropped from 169,800 yuan at launch to 93,800 yuan.

The newly launched version of the Honda Fit today has a direct price cut of 20,000 yuan, setting a new low at a price of 66,800 yuan.

▲Summary of automobile companies' promotional policies in the domestic automobile market in January (Second Round)

This all - out melee, initiated by luxury brands, with joint - venture brands on the defensive and domestic brands going all out, has officially begun.

▲Summary of automobile companies' promotional policies in the domestic automobile market in January

However, according to the official website of the Ministry of Industry and Information Technology, on January 14th this year, the First Department of Equipment Industry of the Ministry of Industry and Information Technology, the Department of Industrial Development of the National Development and Reform Commission, and the Bureau of Price Supervision and Anti - Unfair Competition of the State Administration for Market Regulation jointly held a symposium for new - energy vehicle industry enterprises to deploy work related to standardizing the competition order in the new - energy vehicle industry.

During the meeting, resolutely resisting the disorderly "price war" was an important topic. Except for some automakers that are really "desperate," most of the newly participating automakers mainly offer insurance subsidies and purchase tax subsidies, which is relatively more restrained compared to last year.

01. Joint - venture brands offer rock - bottom prices, and the Japanese camp starts to defend

As luxury brands were the first to break the price threshold, the joint - venture brands in the middle of the market felt unprecedented pressure.

In this wave of price - cutting in January 2026, the Japanese joint - venture brands responded most decisively, trying to regain their eroded market share through a "one - price - fits - all" strategy.

▲FAW Toyota bZ3 policy

FAW Toyota took the lead. Its pure - electric sedan, the bZ3, launched a shocking limited - time price of 93,800 yuan. Compared with its previous market positioning, this price represents a direct reduction of 76,000 yuan, a drop of nearly 45%.

For a joint - venture pure - electric mid - size sedan, a price of less than 100,000 yuan has completely broken through the premium bottom line of this segment.

▲FAW Toyota bZ5 policy

In addition, another model, the bZ5, also offers a purchase tax subsidy of 4,000 yuan, showing Toyota's determination to launch a "clearance - style" counter - attack in the pure - electric market.

GAC Honda and GAC Toyota also followed suit. GAC Toyota's Bolan 3X announced a direct price cut of 10,000 yuan and provided a purchase tax subsidy.

▲GAC Toyota Bolan 3X policy

The maximum discount for GAC Honda's electric car, the P7, reaches 50,000 yuan, and some dealers have also promoted it on social media.

▲GAC Honda P7 policy

In addition, as a classic A - class compact car, the new version of the GAC Honda Fit was launched today. With a direct price cut of 20,000 yuan, its limited - time price of 66,800 yuan sets a new low for the Fit's guide price.

▲Honda Fit limited - time one - price offer

These once price - stable models now have to offer extreme discounts to maintain their market share.

Although Tesla's guide price remains unchanged, it has achieved a "roundabout price cut" through financial plans.

▲Tesla China announces promotional policies

Its "7 - year ultra - low - interest" plan for models like the Model Y L can save car buyers up to about 33,500 yuan according to official calculations.

This strategy of "using finance to boost sales" reflects that even a strong brand like Tesla has to make concessions on the purchase threshold under the pressure of competitors' intensive price cuts.

▲Xiaomi YU7 follows Tesla's 7 - year low - interest policy

Similar to Tesla's policy, Xiaomi YU7 has also adopted the 7 - year low - interest policy. At the same time, it has also launched a policy allowing customers to choose between 3 - year interest - free loans and purchase tax exemptions.

02. Domestic brands apply "refined" pressure, combining subsidies with configuration upgrades

Facing the fierce offensive of joint - venture brands, domestic automakers' counter - attacks are more methodical. They are no longer limited to simple price cuts but use a combination of "subsidies + configuration + finance" to precisely attract customers.

▲GAC Trumpchi limited - time subsidies

Among traditional automakers, GAC Trumpchi has been the most prominent in this round. All its models can enjoy government - enterprise subsidies of up to 70,000 yuan.

This level of subsidy greatly meets the needs of family users planning to trade in their old cars for new ones before the Spring Festival.

▲New policies for Geely Emgrand and Binyue

Geely Auto has also offered "rock - bottom prices." The 4th - generation Emgrand Champion is available at a one - price offer starting from 48,800 yuan, and the Binyue Super - Energy Champion starts from 58,800 yuan. In addition, users can enjoy four car - buying benefits: champion financial benefits, champion trade - in benefits, champion warranty benefits, and champion delivery benefits.

▲Geely Xingyue L limited - time subsidies

In addition, the starting price of the Geely Xingyue L, one of Geely's best - selling SUVs, has been lowered to 79,900 yuan, directly exerting all - around price pressure on joint - venture models in the same class.

▲Launch price of the 2026 BYD Qin L DM - i

BYD did not directly participate in the price war. Instead, at the beginning - of - the - year launch of its Qin/Qin L DM - i series, while upgrading the configuration, adding practical functions, and increasing the pure - electric driving range to 200 kilometers, it slightly reduced the starting price by 3,000 yuan.

This strategy of "getting more configuration for the same price" is more likely to attract practical car buyers with real needs than simple price cuts.

▲Changan Automobile's price policy

Changan Qiyuan adopted a very detailed gradient subsidy strategy in this price war. For its main sedans, the A06 and A07, it not only provides direct cash subsidies from the manufacturer but also innovatively gives away compulsory traffic insurance, effectively reducing consumers' down payments and overall costs.

In the SUV product line, it focuses on accurately attracting customers through trade - in programs.

The Q07 model can enjoy an additional trade - in subsidy of 10,000 yuan, and the new Q05 also offers an additional trade - in discount of 5,000 yuan.

These measures aim to avoid the direct price competition with joint - venture brands through the value - addition of soft services and targeted cost sharing. Among new - energy vehicle startups, NIO's Firefly brand in its January promotions not only provides cash subsidies but also focuses on giving away a 10 - year free - use right of the NOA end - to - end assisted driving system.

▲Firefly limited - time policy

In contrast, ZEEKR Auto adopted a "refined subsidy" model.