21世纪经济报道·2025-11-03 14:29Core Viewpoint - The new energy vehicle market is experiencing a structural adjustment, with traditional leaders being challenged by emerging players like Leap Motor, while established brands like Li Auto face declining sales [3][6][7]. Sales Performance - In October, several new car manufacturers reported impressive sales figures, with most brands achieving both year-on-year and month-on-month growth, indicating a recovery in market demand [1]. - Leap Motor led the sales with 70,289 units, marking an 84.1% year-on-year increase and a historical high [5][6]. - Other notable performers included Hongmeng Zhixing with 68,216 units (63.8% year-on-year growth), NIO with 40,397 units (92.6% year-on-year growth), and Xiaopeng with 42,013 units (75.7% year-on-year growth) [2][5][8][9]. Market Dynamics - The traditional market structure represented by "Wei Xia Li" is being disrupted, with Leap Motor's "technology for all" strategy showing strong momentum [3][6]. - Li Auto experienced a decline in sales, delivering 31,767 units, a 38.2% year-on-year drop, and has revised its annual sales target downwards [7]. - The competitive landscape is intensifying, with brands like Extreme Fox and Lantu showing significant growth, with year-on-year increases of 110.3% and 69.5%, respectively [5][11]. Strategic Insights - Leap Motor's success is attributed to its effective "technology for all" strategy, which includes cost control and a strong global presence, having entered over 30 countries [6]. - Li Auto's challenges stem from increased competition in the extended-range vehicle market and a recent recall affecting its brand image [7]. - Xiaopeng's growth is driven by precise product iteration and the introduction of self-developed technology, while Xiaomi faces production capacity constraints despite high demand [8][9]. Emerging Trends - The second-tier brands are leveraging differentiated strategies and product positioning to achieve rapid growth, as seen with Extreme Fox's successful entry into the entry-level electric vehicle market [11]. - The market is evolving towards a focus on comprehensive strengths, including technology development, supply chain management, and cost optimization, rather than relying solely on product advantages [12][13].