Core Viewpoint - The 2025 Chengdu Auto Show reflects a significant shift in the automotive market, with a notable absence of luxury brands and a strong presence of domestic brands focusing on practical sales goals [1][4][14]. Group 1: Changes in Brand Participation - Over 25 brands, including nearly half of the luxury brands, were absent from the show, indicating a cooling market for high-end vehicles [4]. - Major luxury brands such as Porsche, Bentley, Lamborghini, and Rolls-Royce did not participate, continuing a trend from previous years [4]. - The absence of these brands is attributed to poor market performance, with luxury car retail sales dropping 20% year-on-year in July 2023 [4]. Group 2: Domestic Brands' Dominance - Domestic brands like BYD, Changan, and Chery showcased their products prominently, with BYD alone selling 34,000 units in the first seven months of 2025 [2][8]. - The show featured a concentrated display of domestic brands, with BYD and Chery occupying entire exhibition halls [8]. - New models from domestic brands were launched, including the Lantu Dreamer and the new generation of the Xpeng P7, indicating a robust product pipeline [8][9]. Group 3: Market Dynamics and Sales Focus - The Chengdu Auto Show has shifted towards a more sales-oriented approach, eliminating a dedicated media day and opening directly to the public [10][11]. - Sales personnel and influencers were actively engaged in promoting vehicles, emphasizing direct sales rather than traditional marketing tactics [12][13]. - The local government introduced consumer incentives for vehicle purchases, further supporting the sales-driven atmosphere of the event [13]. Group 4: Competitive Landscape - Many joint venture brands are adopting strategies similar to domestic brands in response to market pressures, aiming to regain market share [9]. - The competition is intensifying as joint venture brands introduce localized products to appeal to Chinese consumers [9][14]. - The overall trend indicates a move away from extravagant marketing towards a focus on meeting consumer needs and driving sales [14].