Chongqing, a mountainous city celebrated for its three-dimensional transportation network and vibrant consumer scene, boasts a distinctive and robust automotive market. In November 2025, the city witnessed tens of thousands of new car registrations within a single month. By conducting a thorough analysis of data from the top 375 models (with over 11 registrations each), we can vividly portray the characteristics of Chongqing's car buyers, delve into their end-of-year purchasing behaviors, and forecast market trends for 2026.

1. Chongqing Market Structure: SUV's Unrivaled Dominance and Brand Competition Characterized by 'Two Giants and Many Challengers'

Model Preferences: The Triumph of SUVs

Chongqing's unique topography and consumer culture have collectively fostered a strong preference for SUV models. Among the analyzed samples, a staggering 209 SUV models were present, accounting for 55.7% of the total, with their registration volumes commanding the market. Eight out of the top 10 models were SUVs, and 15 out of the top 20 were also SUVs. This clearly illustrates that Chongqing consumers' pursuit of high passability, spaciousness, and versatility far surpasses that of other vehicle categories. Sedans (including compact and mid-size models) constitute the second-largest segment, primarily catering to basic commuting and family needs, while micro/small electric vehicles occupy a niche market for specific commuting scenarios.

2. Brand Competition: Strong Local Players and Breakthroughs by Tech Brands

The Chongqing market showcases a distinct competitive landscape of 'two giants and many challengers':

'Two Giants' Take the Lead: Seres (AITO) and Changan Group (including Shenlan, Avita, Qiyuan, etc.)* form the market's top tier. The AITO M7 clinched an astonishing monthly championship with 1,198 registrations, and the AITO M8 also made it to the top 15, demonstrating the phenomenal success of Huawei-powered brands and products in Chongqing. Leveraging its deep local roots and multi-brand matrix (with over ten models on the list, including Shenlan S05/S07, CS75 PLUS, Eado, etc.), the Changan Group achieved comprehensive coverage across the price range from 60,000 to 300,000 yuan, establishing itself as the most stable force in the market.

'Many Challengers' Compete Vigorously: BYD remains a mainstream player with multiple models such as the Haishi 06, Qin series, and Yuan series. Tesla (Model Y, Model 3) continues to enjoy a stable customer base in the high-price segment. Notably, Xiaomi Auto (YU7), as a new entrant, soared to second place on the list with 878 registrations in its first month, showcasing its strong brand appeal. Meanwhile, emerging forces such as Li Auto, NIO, and Zeekr have also made significant strides in their respective market segments.

Chongqing's Auto Consumption Characteristics: Pragmatic Rationality Drives 'Multi-Tier Consumption' and Year-End Sales Boom

The car-buying behavior of Chongqing consumers reflects the typical traits of a mountainous city: pragmatism, astuteness, willingness to embrace new things, and a focus on value.

1. Price Distribution: A Prominent Spindle-Shaped Structure with the Main Battlefield in the 100,000-250,000 Yuan Range

Analyzing the price ranges, the Chongqing market exhibits a healthy spindle-shaped structure:

Economy Segment (<100,000 yuan): Accounting for approximately 25%, this segment primarily comprises entry-level fuel and pure electric vehicles from Changan, Wuling, and BYD, catering to basic needs and additional purchases.

Mainstream Core Segment (100,000-250,000 yuan): This is the most fiercely competitive 'red ocean,' accounting for over 50%. Consumers in this segment prioritize ultimate cost-effectiveness and comprehensive product strength, making it the main battlefield for Shenlan, BYD, Geely Galaxy, and SUV models from joint-venture brands (such as the Frontlander and Corolla Cross).

High-End Segment (>250,000 yuan): Accounting for approximately 25%, this segment attracts the most brands and generates the most buzz. AITO, Tesla, Li Auto, BMW, Mercedes-Benz, and others compete here, with consumption motives shifting from mere tool needs to brand experience, technological enjoyment, and social value.

2. Year-End Characteristics: Significant Impact of Consumption Upgrade and Policy-Driven Demand

November data already reveals typical characteristics of the year-end car-buying season:

Rise in High-End Consumption: High-value models such as the AITO M7/M8, Xiaomi YU7, Avita 07, and Model Y rank extremely high, indicating a concentrated release of family upgrade and incentive consumption needs towards the end of the year. Consumers are more inclined to pay for brand and technological premiums.

Sustained High Penetration of New Energy Vehicles: Among the top 50 models, new energy vehicles (pure electric + plug-in hybrid/extended-range) account for over 70%. This is not only a market trend but may also be influenced by expectations of continued local new energy promotion policies or subsidies at the end of the year, spurring potential buyers to make purchases.

Expansion of Local Brand Advantages: Local enterprises such as Changan and Seres have performed exceptionally well during the year-end sales surge, capitalizing on their geographical, channel, and policy advantages.

Chongqing's Auto Market Forecast for 2026: Structural Opportunities in a Competitive Landscape

It is anticipated that the overall sales volume of Chongqing's auto consumption market will remain stable or show a slight increase in 2026. Chongqing's auto consumption has entered an era of stock upgrades, with the large-scale wave of first-time car purchases having subsided. It is expected that new car sales for the entire year of 2026 will maintain a stable state on a relatively high base, with growth primarily driven by old car replacements and additional purchases of family's second cars.

Upward Shift in Unit Prices and Continued Release of Consumption Potential: With the successful cultivation of high-end new energy brands and the establishment of consumer confidence, the average transaction price per vehicle in the Chongqing market is expected to continue to rise. The main consumption range will shift significantly from 100,000-150,000 yuan to 150,000-250,000 yuan. For the high-end market above 300,000 yuan, its absolute sales volume and influence will further expand, becoming a key battleground for brands' profits and brand images.

The Unshakable Dominance of SUVs: Catering to topography and family needs, SUVs will remain the absolute mainstream, with the proportion of mid-size and large SUVs further increasing. The success of AITO and Xiaomi has proven that above mainstream price points, 'smart cockpits' and 'advanced intelligent driving' will become crucial factors for Chongqing consumers' decision-making. Models lacking top-notch intelligent experiences will struggle to enter the mainstream list.

Parallel Development of Local Integration and Global Competition: 'Chongqing-made' cars (such as AITO, Changan, Shenlan, etc.) will continue to enjoy home-field advantages. However, competition from Tesla, BYD, and the accelerated localization of joint-venture brands (such as Toyota's and Volkswagen's electrified products) will become even fiercer.

Greater Adaptability of Plug-in Hybrid/Extended-Range Routes: Considering Chongqing's mountainous topography and some users' concerns about range, plug-in hybrid and extended-range electric vehicles, which can run on both gasoline and electricity, may gain wider acceptance among family users in the next 2-3 years, especially in the 150,000-300,000 yuan range.

Final Thoughts: Chongqing People Value Prestige When Buying Cars!

The November auto market in Chongqing presents a vivid and fiercely competitive landscape. It reveals that consumers here have a strong affinity for both local brands and global technology; they value both practical passability and cutting-edge intelligent experiences. Pragmatism and a willingness to embrace new things, cost-effectiveness and brand premiums, coexist harmoniously in this market.

For automakers, winning the Chongqing market not only requires deploying strong products in the SUV mainstream battlefield but also demonstrating genuine capabilities in the 'arms race' of intelligence, while deeply understanding the aspirations for a better life beneath Chongqing consumers' pragmatic exterior. In 2026, this wheel-based battle in the three-dimensional city is destined to be even more thrilling.