The domestic automotive market has long adhered to the 'Golden September and Silver October' trend, a period marked by intense competition among automakers, as evidenced by the surge in new model introductions. According to the 'Weekly New Model Launch Report' from JLRC, a total of 26 new models are set to debut densely from September 21 to September 30. This is no isolated event; in the preceding week alone, over 10 new models have already been launched or opened for pre-sale. Based on statistics from the 'Economic Herald', the total number of new models for September has surpassed 30.

Cui Dongshu, Secretary-General of the China Passenger Car Association (CPCA), characterizes this phenomenon as a 'pulsed window sprint.' Automakers are not engaging in an outright price war but are instead strategically focusing on capturing the peak consumption period around the Mid-Autumn Festival and National Day holidays, making a final push to meet their annual sales targets. Launching new models in mid-September allows for a full cycle of in-store visits, test drives, orders, and deliveries, perfectly aligning with the holiday car-buying trend.

Judging by the lineup of the 26 new models, this sprint is set to be significant.

September 23 stands out as the busiest day of the week, with multiple models, including the Qijing GX7, Tengshi Z9 S, Changan Qiyuan Q06, and the new Zhiji LS6, all launching on the same day. However, the true focus lies not in the quantity but in the rapid accessibility of intelligent features.

The Qijing GX7 boasts a pre-sale price range of 249,900 to 311,900 yuan and is equipped with the HarmonyOS Cockpit 6 and Qiankun Intelligent Driving ADS 5, featuring four LiDAR sensors and Huawei's Chitu platform. The top-spec version of the GAC Trumpchi E7 is also outfitted with a 192-line LiDAR sensor, with a pre-sale price ceiling of just 217,800 yuan.

Leapmotor has previously announced at a tech day that it will bring advanced intelligent driving capabilities to models priced below 100,000 yuan. The Geely Star Rui L PLUS even achieves urban NOA (Navigate on Autopilot) for under 120,000 yuan. LiDAR sensors and urban intelligent driving, once exclusive to the 300,000 yuan-plus market, are now infiltrating mainstream price segments at a faster pace than anticipated.

On September 24, Volkswagen Anhui's Zony 09 will make its official debut and commence mass production. This model holds particular significance as it is the second model jointly developed by Volkswagen and XPENG, with a development cycle of just 24 months. With a length exceeding 5 meters and a wheelbase of 3,030 mm, it is equipped with VLA (Volkswagen Large Model) all-scenario intelligent assisted driving and an AI intelligent assistant. Officials claim its 'intelligence level ranks among the top tier.' Traditional automotive giants are leveraging Chinese new forces to address their intelligence shortcomings, with this model moving from exploration to mass production verification.

Huawei is also maintaining a rapid pace. Yu Chengdong announced on September 21 that the launch event for the Zhijie RX and new HarmonyOS Intelligent Mobility products is scheduled for September 28, with the family-oriented smart flagship MPV, the Xiangjie V8, opening for pre-orders simultaneously. The Zhijie RX is based on Huawei's Tuling platform and is equipped with an 896-line dual-optical-path image-grade LiDAR sensor and three high-precision solid-state LiDAR sensors, featuring an architecture designed for L3-level autonomous driving.

The divergence in promotional strategies is even more pronounced. Fuel vehicles, particularly those from joint ventures and luxury brands, are implementing a 'price-for-volume' inventory clearance strategy. The SAIC Audi A7L has seen its limited-time price drop by over 150,000 yuan, the Volvo XC70's actual price is more than 210,000 yuan lower than its suggested retail price, and the BMW 5 Series' installment price for the bare car in some regions has dropped to around 265,000 yuan. For these brands, 'Golden September and Silver October' represent a critical window for inventory clearance.

NEV makers, on the other hand, tend to prefer 'soft discounts' paired with new product launches. Leapmotor offers additional benefits and a lifetime warranty across its entire lineup, Xiaomi SU7 provides a 3-year zero-interest or insurance subsidy scheme, and Zeekr 8X offers a choice between a 10,000 yuan insurance subsidy and an optional equipment fund. Promotional efforts remain steady, with a clear focus on releasing benefits during the initial sales period of new models.

The debut of 26 new models at the end of September reflects deep anxiety over achieving annual sales targets. CPCA data shows that cumulative retail sales of passenger vehicles in the first eight months of this year declined by 20.8% year-on-year. In such a contracting market, every launch window for new models becomes exceptionally precious.

The intense bombardment in the last ten days of September represents not only a concentrated display of product strength but also a competition over rhythm and positioning. Whoever can complete the closed loop from 'launch' to 'delivery' within this window will gain an early advantage in the fourth-quarter competition. For consumers, this may be one of the best windows of the year for new car choices and concentrated initial sales benefits.

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