Gasgoo Munich- The modest recovery driven by June's half-year sales sprint fueled hopes for a July turnaround. But as the traditional off-season began, the hangover from that push—combined with extreme weather—sent the market back to a low plateau driven by real demand. The China Passenger Car Association (CPCA) forecasts July retail sales of passenger cars at 1.52 million, down 5.1% month-on-month and 16.8% year-on-year.
Image source: IM Motors
Beneath the pressure on total volume, structural divergence is accelerating. New energy vehicles (NEVs), fueled by product iteration and value for money, are showing far more resilience than internal combustion engine (ICE) vehicles. The retail penetration rate is set to climb from 62.9% in June to 64.5%, cementing their market dominance. Judging whether the market has turned requires looking beyond single-month sales figures; only by combining total trends, structural shifts, and cyclical position can we see the full picture.
Total Volume No Reversal, Market Returns to Real Demand Drivers
CPCA data shows June passenger car retail sales reached 1.602 million, down 23.2% year-on-year but up 6.1% month-on-month. However, as the association noted, the recovery was driven not by a genuine warm-up in consumer sentiment but by promotions under semi-year assessment targets and concentrated deliveries of new models.
This volume, inflated by manufacturer pacing, essentially front-runs future demand, setting the stage for July's seasonal pullback.
The weekly trend clearly shows the post-burn correction. The first week of July saw a seasonal dip, with daily retail averaging just 34,000 units. The second week, hampered by extreme weather in some regions, saw a weak recovery with daily retail edging up to 39,000. The third week saw high temperatures continue to suppress travel and buying intent; daily retail recovered to 47,000 but remained weaker than typical seasonal levels.
The CPCA expects the market to continue running at a low plateau in the fourth and fifth weeks, maintaining a year-on-year decline of around 17% to land at a total retail volume of roughly 1.52 million.
Image source: CPCA
Beyond the demand hangover, multiple external factors are weighing on July performance. Since summer began, persistent high temperatures, rainstorms, and floods have hit many parts of the country, significantly reducing foot traffic at dealerships and disrupting delivery logistics due to blocked transport routes. For a market already in its traditional lull, extreme weather has amplified the seasonal downturn, continuously suppressing purchasing intent.
Weakness in macro consumption is a deeper cause of the market strain. National Bureau of Statistics data shows total retail sales of consumer goods rose 1.3% in the first half of 2026, with the overall domestic market stable. However, retail sales of automobiles fell 12.6%, becoming a major drag on big-ticket consumption. With household income expectations and employment confidence not yet fully restored, a "wait-and-see" mentality prevails among buyers—especially among entry-level consumers, whose declining purchasing power is directly constraining market expansion.
Policy adjustments are also continuing to shape market rhythms. An analyst at Gasgoo Automotive Research Institute points out that the 2026 "Two New" policies shifted from flat support to price-proportional support. Combined with the phase-out of NEV purchase tax subsidies, this has significantly impacted the mid-to-low-end market—a key reason domestic demand has remained weak since the start of the year.
Yet the market isn't entirely without support. The ongoing "trade-in" policy provides a floor for sales, while several major new models entering their delivery phase help offset the seasonal demand slump. It is this dual support of policy and new products that prevents the July market from a freefall, keeping it stable on a low plateau despite the seasonal retreat.
Structural Divergence Deepens, Camp Patterns Accelerate Restructuring
More than short-term volume fluctuations, the structural shifts behind the data will dictate the industry's long-term direction. This divergence is first seen in the trade-off between ICE and NEVs, a gap that continues to widen.
June data shows ICE retail sales at 591,000, a steep 38.9% year-on-year drop. NEV retail sales, meanwhile, fell just 9.4% to 1.007 million. In July, this resilience gap becomes even sharper: NEV retail sales are projected at around 980,000, roughly flat month-on-month, while ICE continues to contract sharply. As a result, July's NEV retail penetration rate is expected to rise to 64.5%, up 1.6 percentage points from June, further solidifying the market pattern where NEVs outsell ICE vehicles.
First-half data better illustrates the long-term trend. NEV retail sales totaled 4.704 million, down 14.0% but securing a 54.1% share. ICE sales hit 3.996 million, plunging 26.4% as market share shrinks rapidly. Driven by factors like fluctuating oil prices, a structural reshuffle is accelerating, making NEVs' dominance of the passenger car market irreversible.
Within the NEV sector, divergence is also evident; not all technology routes are reaping the industry's dividends. Although the CPCA's July forecast didn't break down retail by technology, June data led CPCA official Cui Dongshu to note that plug-in hybrids and extended-range electrics performed far worse than pure electrics. "The trend for pure electrics is extremely strong," he stated clearly.
Image source: Leapmotor
A split among brand camps is also playing out, with domestic brands continuing to consolidate their dominance. In June, domestic brands retail sales hit 1.10 million, capturing a 68.6% domestic retail share—up 4.5 percentage points year-on-year.
An analyst at Gasgoo Research suggests the market share breakthrough for domestic brands is far from over—it's just a new starting point. Leveraging dual advantages in new energy and intelligence, combined with explosive export growth, domestic brands are forming a positive feedback loop that will further strengthen their market leadership.
Joint ventures remain in a tough spot. June retail sales for mainstream JVs reached 330,000, down 34% year-on-year, primarily due to the collapse of their ICE base. Yet an easily overlooked signal is that their electrification is showing results: mainstream JV NEV retail sales jumped 45% year-on-year in June, while domestic brand NEV sales fell 11%. Although the absolute volume of JV NEVs remains small—with just a 4.3% domestic share—Volkswagen, Toyota, and General Motors are ramping up in both pure electric and plug-in hybrid fields. This means competition between domestic and joint ventures in the NEV race is entering a stickier phase.
Exports are also noteworthy, serving as a core growth engine to offset weak domestic demand and the most certain growth theme for 2026. Gasgoo Research forecasts full-year export volume will reach 8.5 million, a 40% year-on-year increase. This explosive export growth is a key pillar supporting the continued rise of domestic brands' market share.
Reversal Needs Momentum, Second Half Breeds Opportunity
July serves as both an observation window for the off-season bottom and a key inflection point for the second half. Multiple policy milestones landing this month will resonate with market cycles, deeply affecting future sales rhythms and competitive landscapes while gathering strength for a turnaround.
First is the formal implementation of new national standards for NEV safety. Starting in July, mandatory requirements for crash safety and battery "thermal runaway non-ignition" take full effect, significantly raising the technical barrier. This policy will force automakers to increase investment in safety technology, lengthening development cycles and certification costs for mainstream products. It will also accelerate the clearing of low-end capacity, with lower-tier models lacking technical reserves facing pressure for facelifts or elimination. The CPCA judges that post-implementation, competition will shift further toward safety and technical prowess, making the transition from "price-driven" to "value-driven" more apparent.
Another key policy is the adjustment to vehicle and vessel tax. An early July announcement clarified that starting in 2027, hybrid models will no longer enjoy tax exemptions, sending a clear signal of "oil-electric equality." This directly reinforces the policy advantage of pure electric models and guides consumer expectations toward the BEV route, further consolidating the mainstream status of pure electrics. Cui Dongshu believes pure electric is the ultimate direction; as fast-charging and battery safety technologies improve rapidly, consumer acceptance of EVs is bound to rise.
Image source: Ministry of Finance Official Website
Regarding the second half, Gasgoo analysts predict the annual market will follow a "low first, high later" rhythm, with the second half achieving overall positive growth. Cui Dongshu also previously stated that the market will improve significantly after July: "We are not pessimistic about the second half; the market will get better." As the rainy season fades, chip supply tensions ease marginally, and consumer confidence slowly recovers, the retail decline is expected to narrow gradually in the third and fourth quarters.
However, industry pressure—especially on profits—cannot be ignored. CPCA data shows the auto industry generated 4.2096 trillion yuan in revenue in the first five months of 2026, up just 1.4% year-on-year. Costs rose 2.3% to 3.7397 trillion yuan, while profits plunged 20% to 144 billion yuan. The industry profit margin stands at a mere 3.4%, far below the 6.1% average for downstream industrial enterprises. Squeezed by rising upstream raw material costs and a sustained terminal price war, automakers are caught in a pincer movement that is hard to reverse in the short term.
Against this backdrop, the underlying logic of industry competition is being reconstructed. A market analyst at Gasgoo Research noted: "For all automakers, future competition is not single-dimensional; it is a battle of system capabilities and ecosystems."
She predicts the market will eventually evolve into five typical successful archetypes: scale leaders, technology innovators, eco-brand service providers, niche specialists, and mobility integrators. The era of relying solely on price wars or single-product advantages is over. Automakers must build comprehensive capabilities across R&D, supply chain control, global layout, and user ecosystems to gain a foothold in this new round of reshuffling.
Overall, the July market has not seen a reversal in total volume; seasonal retreat remains the theme, the result of cycles, policy, and external factors. But beneath the surface pressure, the long-term logic of NEVs replacing ICE is strengthening, the dominance of pure electric technology is solidifying, and export growth momentum remains robust. A true trend reversal is gathering strength; the second half of the auto market year is set to find a new balance point amidst this divergence and reshuffle.
