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Since yesterday, FAW Toyota's Corolla series, which had previously avoided price cuts, has started offering a 5,000 yuan discount across all models. Meanwhile, the Vios, which had already been discounted by 5,000 yuan, will see its promotion extended until December 31st, after originally ending on September 30th. This move is part of a broader trend as several major automakers, including Shanghai Volkswagen, Shanghai GM, Guangzhou Honda, and Yueda Kia, have also begun slashing prices since August 25th.
Zhang Boshun, a member of the Shanghai Automotive Industry Association, explained that manufacturers are under pressure to meet their third-quarter sales targets. With July and August sales not meeting expectations, many brands are now pushing for a strong finish in September. For example, the Excelle Shanghai model recently dropped by 8,000 yuan, while Shanghai Volkswagen dealers implemented price cuts on both of its brands, fueling the ongoing price war.
The Passat 1.8T manual and automatic versions saw reductions of 20,750 and 25,000 yuan respectively, below the market guide price by about 20,000 yuan. The 2.0L manual and automatic variants were also reduced by another 10,000 yuan each. In comparison, the Santana series experienced smaller price cuts, mostly in the thousands.
Other models such as the Fit 1.3, Excelle, Dongfeng Citroen, Chollima, Elantra, and Nanjing Fiat also joined the price-cutting frenzy. The Fit 1.3 manual and automatic models were sold at 9,380 and 103,800 yuan, respectively, with discounts of 6,000 yuan from the guide price. Meanwhile, Dongfeng Citroen’s Beverly model increased its profit margin by 4,000–5,000 yuan, and Nanjing Fiat models saw discounts between 6,000 and 10,000 yuan.
Despite previous efforts by dealers to eliminate non-exclusive benefits, the current price cuts are more aggressive than before. Even the once “untouchable†Excelle sedan has seen price reductions in Beijing, where the two 1.8L automatic models are now selling below the guide price by 15,000 yuan, with prices at 164,800 and 144,800 yuan. The 1.6L manual models also achieved a 10,000-yuan discount.
A sales representative from Beijing Dashangxing Automobile Sales Co., Ltd. told the reporter that the price cuts were implemented just a few days ago, as part of a price alliance agreed upon by the manufacturer. However, there are regional differences — for instance, while Buick can offer a 15,000-yuan discount in Beijing, it only offers 8,000 yuan in Shanghai. According to dealers, this may be due to stronger local demand in Beijing for cars priced under 100,000 yuan, as well as competition between Hyundai and Volkswagen models between 100,000 and 200,000 yuan.
Unlike previous rounds of price cuts, this time the manufacturers are using dealer networks to implement reductions rather than directly setting prices. A marketing expert warned that continuous price reductions could harm brand value. Zhang Boshun noted that manufacturers have raised rebates to dealers in August, encouraging them to cut prices if sales remain low. As a result, dealers are now facing increased inventory pressure and are passing these concessions to consumers.
In addition, some manufacturers have imposed strict penalties on dealers who sell below the set price. Shanghai Volkswagen fined dealers 15,000 yuan per vehicle for selling Passat and Santana models below the limit, while Shanghai GM’s “Price Alliance†increased the fine to 100,000 yuan per car. Two dealers in Shanghai have reportedly been penalized.
As the Golden Week holiday approaches, the price war is expected to continue. Despite the ongoing competition, many dealers, including Guangzhou Honda and Shanghai GM, plan to launch promotional activities from late September to October 1st to boost sales. According to one dealer, Shen, past experience shows that preferential measures are common during this period.
According to the current price alliances, Shen believes that “everyone quietly lowers prices, as long as they aren’t caught by the manufacturers, this is a common practice among dealers.†Manufacturers may turn a blind eye to such tactics during special periods like the 11th. As Zhang Boshun noted, “the price war remains an effective promotional tool.â€
If September sales improve, the market might see a lull, but if sales still don’t pick up, the price war could continue into October.
September 30, 2025