On - site investigation of the auto market during the National Day Golden Week: Intense competition among large 6 - seat SUVs, with some models having direct price cuts of 20,000 yuan and some brands covering the purchase tax.
During the National Day Golden Week, the consumer market is as bustling as ever. In the automotive sector, large six-seater SUVs have shown particularly outstanding performance. The promotion efforts on the sales side and the high level of consumer attention together highlight the vitality of this niche market.
At a Huawei-authorized experience center in a Beijing shopping mall, consumers flocked to check out the Wenjie M9. In the new energy vehicle exhibition hall, according to the observation of a reporter from Time Weekly, many models, including the NIO ES8, LeDao L90, Denza N9, Wenjie M7, Wenjie M8, Li Auto i8, Hyper HL Extended Range Edition, and Lynk & Co 900, were all placed in the most prominent positions in their respective exhibition areas, occupying the "C position" of the brand.
△Wenjie M9. Photo source: Photo taken by a reporter from Time Weekly
Many large six-seater SUVs became popular even before their official launch and were listed as potential purchase options by numerous consumers. After their launch, this popularity quickly translated into actual orders and sales.
Data from Hongmeng Smart Mobility shows that since the start of deliveries on April 20 this year, the cumulative deliveries of the Wenjie M8 have exceeded 100,000 units, and the monthly sales have exceeded 20,000 units for three consecutive months.
Previously, a Tesla official told a reporter from Time Weekly, "The entire production capacity of the Tesla Model Y L for September was sold out within a week of its launch." The reporter from Time Weekly learned from the Tesla official website that currently, the delivery time for the Tesla Model Y L is in November.
Li Bin, the founder and CEO of NIO, revealed at a media meeting during NIO Day 2025 that the production capacity of the new NIO ES8 in 2025 has been increased to 40,000 units. A NIO salesperson told a reporter from Time Weekly that if a customer places an order in September, they might be able to pick up the car by the end of the year. However, if they delay until October to place an order, they will definitely have to wait until 2026 to get the car. The LeDao L90 became the model under the NIO brand with the fastest delivery to reach 10,000 units and completed the delivery of 20,000 units within less than 60 days of its launch.
According to the sales statistics from "Yichezhi", the annual sales volume of mainstream 6-seater SUV models on the market in 2024 was 821,255 units, and the sales volume of this type of vehicle in 2025 is expected to reach about one million units.
The intensive new product launches by automakers and the strong purchasing enthusiasm of consumers have jointly boosted the market popularity of large six-seater SUVs, and this niche market has become a new battleground for major brands.
01
Large Six-Seater SUVs Enter a Period of Rapid Growth
Large six-seater SUVs are becoming a new weapon for automakers to compete for market share.
This consumer boom directly reflects that the large six-seater SUV niche market is in a period of rapid growth in the industry.
Cui Dongshu, the secretary-general of the Passenger Car Market Information Joint Committee of the China Automobile Dealers Association, said that three-row large six-seater SUVs are in a stage of rapid growth, transitioning from the initial stage to the middle stage, and have become a "hot market", but they are not yet fully mature.
"The core reason is closely related to the 'slow variable' of China's population," Cui Dongshu further analyzed. "China's population policy has undergone several adjustments: the policy allowing couples to have a second child if one of the parents is an only child was implemented in 2011, the two-child policy was officially launched in 2016, and the three-child policy was further relaxed in 2021. If we take the children born in 2016 as an example, they will be about 9 years old in 2025, and children usually don't stop traveling with their families until they enter college at the age of seventeen or eighteen. Therefore, there is a clear and relatively strong demand for six-seater vehicles among families with children under 16 years old."
The change in family structure has given rise to a rigid demand for large six-seater SUVs among consumers. A reporter from Time Weekly visited several automobile brand stores to experience the current market popularity of large six-seater SUV models firsthand, from the features of the models to the preferential policies, from the sales details to the feedback from consumers.
During the National Day Golden Week store visits, the car-buying needs of many consumers were highly consistent with the "family travel needs" mentioned by Cui Dongshu. A gentleman who came to look at cars with his wife and son told a reporter from Time Weekly that he had been paying close attention to large six-seater SUV models recently. On the one hand, the large space makes it more convenient for the whole family, including the elderly and children, to travel together. On the other hand, "since I'm going to change my car, I might as well go for the best."
The above-mentioned consumer told a reporter from Time Weekly that he was trading in his fuel-powered car for a new energy vehicle. He first considered the brand, then the power mode, and then the price. "I compared the cars from Wenjie and Li Auto. Because Wenjie has the backing of Huawei, and Li Auto was the first to develop extended-range power, which might be related to my being a fuel-powered car owner. My budget is around 300,000 yuan."
Ms. Meng, who is also considering changing her car and has her eyes on a large six-seater SUV, told a reporter from Time Weekly that the LeDao L90 was the model she was mainly interested in. One reason was the large space, and the other was the more affordable price, which was within her budget. "I also briefly looked at the NIO ES8 and the Tesla Model Y L. The price of the NIO ES8 is a bit high, and I don't really like the interior of the Tesla."
△NIO ES8. Photo source: Photo taken by a reporter from Time Weekly
The diverse needs of consumers have promoted the continuous enrichment of the supply in the large six-seater SUV market. According to the statistics of a reporter from Time Weekly, the mainstream large six-seater SUV models in the new energy vehicle market currently cover different power modes, such as pure electric, extended range, and plug-in hybrid, and the price range varies from 150,000 yuan to 500,000 yuan.
△Parameters of some large six-seater SUV models. Chart made by a reporter from Time Weekly
02
With a Wide Variety of Large Six-Seater SUVs, How Should Consumers Choose?
However, as the number of large six-seater SUV models continues to increase, many consumers are gradually caught in multiple dilemmas: should they prioritize space or cost-effectiveness? Should they focus on car purchase discounts or the speed of car delivery? Facing the wide variety of large six-seater SUV models, many consumers are even more confused about how to make a choice because they can't tell the core differences.
"There isn't much difference in performance and handling. Non-professionals can hardly tell the difference when driving. But each car has a different positioning, and there are significant differences in the interior, just like home decoration. It depends on whether you want a 300,000-yuan level or a 500,000-yuan level," a Wenjie salesperson said when explaining the similarities and differences between the Wenjie M7, Wenjie M8, and Wenjie M9 to a reporter from Time Weekly.
It should be emphasized that although all three Wenjie products mentioned above offer six-seater versions, the main sales model of the Wenjie M7 is still the five-seater version. A Wenjie salesperson said straightforwardly, "The Wenjie M7 is relatively small in size, and the third-row seating space is relatively cramped. If consumers have high requirements for the third-row space, it is more recommended to consider the Wenjie M8 or Wenjie M9 first."
The Denza N9 and Denza N8L, which also belong to the Denza brand, also advocate "little difference, choose according to your needs."
On September 17, the 2026 Denza N9 was officially launched. Just ten days later, the Denza N8L, another large six-seater SUV model from Denza, officially started pre-sales. A salesperson from the Denza brand told a reporter from Time Weekly that there are indeed minor differences between the two models in terms of battery and technology. "For household use, both models are suitable. However, the pre-sale price of the Denza N8L is 70,000 to 80,000 yuan lower than that of the N9. Although the body is relatively more compact, the space and configuration are more than enough for daily family travel. Consumers who pursue cost-effectiveness can focus on the N8L."
△Denza N9. Photo source: Photo taken by a reporter from Time Weekly
Compared with the salespeople from Wenjie and Denza, who focus on "summarizing the core differences," the salespeople at NIO stores tend to provide a more detailed introduction, from the precise data of the body size to the limited-time car purchase benefits, and even explain in detail how the built-in external sockets in the car can meet the outdoor power needs of users.
Among them, the purchase tax "guarantee" policy in the preferential policies is particularly worthy of attention. A NIO salesperson emphasized that with the implementation of the policy of halving the purchase tax for new energy vehicles in 2026, NIO will provide a purchase tax "guarantee" policy for the new ES8 models. The so - called "guarantee" policy mentioned by the salesperson was what Li Bin mentioned at the media meeting during NIO Day 2025 to the media, including Time Weekly. For orders of the new NIO ES8 locked before December 31, 2025 (inclusive), each order will receive a purchase tax difference subsidy coupon. If due to NIO's reasons, an order locked in 2025 needs to be invoiced and delivered in 2026, the user can use the purchase tax difference subsidy coupon to offset the car price, with a maximum deduction of 15,000 yuan.
After the official launch of the Zeekr 9X on September 29, Zeekr also issued a purchase tax "guarantee" policy for the orders of the Zeekr 9X; on September 30, Li Auto launched a cross - year purchase tax subsidy plan for the Li Auto i6. However, the difference is that Zeekr and Li Auto require that the orders be locked before October 31, 2025 (inclusive).
In addition, among the several brands the reporter inquired about, including Wenjie, Lynk & Co, Tesla, and LeDao, none of them mentioned the purchase tax "guarantee." Even LeDao, which belongs to the same group, has not launched a similar policy. A Wenjie salesperson even said straightforwardly, "If you lock the order late and cannot pick up the car in 2025, you will have to bear the possible difference in the purchase tax discount and replacement subsidy on your own."
If NIO's purchase tax "guarantee" of about 15,000 yuan is a real subsidy, then the discount of the Hyper HL, which allows you to "buy a high - end product at a low - end price," is even more attractive, as it directly lowers the threshold for buying high - end models.
A salesperson at the Hyper store told a reporter from Time Weekly, "The Hyper HL Extended Range Edition can be purchased directly at a price of 279,800 yuan for a product worth 299,800 yuan. In addition, you can also enjoy the brand's Beijing license plate subsidy, a 9,000 - yuan subsidy for trading in the same brand, and a lottery activity with prizes ranging from 999 yuan to 5,999 yuan."
03
Can the Market Continue to Grow for Another Decade?
Cui Dongshu said that according to the population development law in China, it is estimated that it will take 20 years from 2016 until 2036 for the number of families with a demand for three - row six - seater SUVs to reach its peak. "This means that before 2036, the market demand for three - row SUVs will be in a state of continuous expansion."
Zhang Xiang, the secretary - general of the International Association of Intelligent Vehicle Technology, further added the underlying reasons behind the large six - seater SUVs. Zhang Xiang told a reporter from Time Weekly that the emergence of large six - seater SUV models reflects that on the one hand, the product layout of automakers is becoming more segmented and professional, and the degree of fit with the actual needs of consumers is also constantly improving; on the other hand, the change in family structure has directly affected the demand for vehicle models - the demand for seven - seater models is gradually decreasing, while the demand for six - seater models is continuously increasing.
"Moreover, with social development, economic changes, and population structure adjustments, more segmented product categories may emerge in the future automotive market."
However, the market popularity has also brought new problems. Zhang Xiang said straightforwardly that as large six - seater SUV models gradually become best - selling products, many automakers have followed suit and started production. This concentrated production will not only intensify the homogenization of vehicle models but may also lead to a situation where the supply exceeds the actual market demand, ultimately causing some large six - seater SUV models to face slow sales.
Reporter: Cao Yang
Editor: Liu Xue
Operator: Song
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This article is from the WeChat public account "Time Weekly" (ID: timeweekly). Author: Cao Yang. Republished by 36Kr with permission.