Auto Guangzhou 2025: luxury brands step back, the stars were everyday Suvs

The 23rd Guangzhou International Automobile Exhibition, or Auto Guangzhou 2025, helded at the Canton Fair Complex from November 21 to 30, felt somewhat underwhelming—of the 93 new models on display, most had already been unveiled or launched earlier. So where did the crowds go? It turns out the stars of this year’s show were not ultra-luxury flagships or cutting-edge tech concepts, but ordinary, everyday SUVs. 

Porsche and Rolls-Royce were absent from the exhibitor list, and the high-performance zone drew far fewer onlookers. New energy and intelligent technologies have become familiar themes. A noticeable absence underscored the growing dominance of electrification: the luxury pavilion was cancelled after several ultra-luxury brands withdrew. 

Imported vehicle sales fell to around 360,000 units in the first three quarters of 2025, down about 32 per cent year-on-year, with high-end brands seeing the steepest declines. Although exhibitor numbers declined and many new models were announced before the show opened on November 21, the event still drew 1,085 vehicles, including 629 new-energy models, accounting for nearly 58 per cent of all exhibits. 

IM LS9

Everyday SUVs: in particular, large three-row SUVs. More than eight newly released full-size three-row models—including Geely Galaxy M9, IM LS9, and ONVO L90—entered the market, with some positioned as critical sales lifelines for their brands. Which is winning broader consumer appeal: pure-electric or range-extended hybrids? And is the pure-electric three-row SUV truly becoming the new breakout category, as some claim? 

One trend was clear: large three-row SUVs have become automakers’ trump card for pulling traffic. Although most three-row models had already launched, booths featuring them consistently saw the highest foot traffic. BYD Group, which took over Hall 2.1, was heavily packed around Denza N8L and N9—the density of visitors around these models was among the highest at the show. 

Lynk & Co 900

At Huawei-backed HIMA, interest was equally intense: the AITO M8 and M9 drew some of the largest crowds and the most display units. The same pattern repeated at IM, Lynk & Co, and Zeekr: IM LS9, Lynk & Co 9X and 900 each attracted constant lines of visitors taking photos and testing seating. Lynk & Co 900 was particularly striking—even positioned deep inside the booth, it was the brand’s most-visited vehicle. Even traditional premium brands felt the shift: Cadillac models drew light traffic overall, but the pure-electric Escalade drew strong attention. 

Zeekr 9X

These scenes reveal changing consumer needs. The surge in three-row SUVs is no coincidence. According to CPCA (China Passenger Car Association)  data, from 2021 to 2024 the segment achieved a compound annual growth rate above 40%, far outpacing the SUV category as a whole. 

One major driver: pricing has fallen dramatically, making full-size SUVs far more accessible to mainstream households. Add highly perceptible features such as advanced intelligent interfaces, front trunks, and usable third-row seating, and public interest has surged. 

ONVO L90

The reasons consumers focus on large three-row SUVs can be summarized as product substance, novelty, and comfort. Most visitors felt Chinese-made three-row SUVs deliver stronger product execution, better space efficiency and cabin materials, and more comfort and thoughtful features—all at lower prices than traditional gasoline three-row SUVs. 

In contrast, ICE SUVs must allocate space to large engines and transmissions, limiting passenger room while costing more. As a result, domestic NEV three-row SUVs were seen as a decisive weapon against ICE rivals. Some consumers purchase three-row SUVs for holiday family shuttles; others simply need more cargo space. Many felt three-row SUVs satisfy the “want-it-all” mindset. 

Many OEMs promoted long-range “super range-extender” systems, addressing past shortcomings. Pure EVs countered with high-voltage platforms and battery-swap infrastructure. So which is entering its golden age? 

At a group media session on opening day, NIO founder William Li cited insurance-registration data: in October, pure-electric three-row SUVs registered over 39,000 units, versus about 24,000 range-extended models. Supported by NIO’s nationwide charging and swapping infrastructure, he concluded the “golden era” of pure-electric three-row SUVs has begun. 

But Xpeng founder He Xiaopeng, who will launch range-extended products in 2025, said charging-infrastructure constraints worldwide mean pure-electric and range-extended will coexist for the next 10–20 years. 

Li Auto L9

So which wins within three-row SUVs? It’s clear that most voices supporting range-extended hybrids are driven by the flexibility and convenience of refueling and charging, hoping to avoid the anxiety of being stranded. Of course, among visitors we interviewed, there were also firm supporters of pure EVs. For example, some prospective buyers of the ONVO L90 said most of their driving is short-distance and they don’t need a large fuel tank. 

Few visitors now take ideological sides over a single energy format; most evaluate based on practical usage scenarios. Neither range-extended hybrids nor pure-electric three-row SUVs dominated in overall support. As Xpeng founder He Xiaopeng put it, range-extended hybrids and pure EVs will likely coexist for a long time, with the objective of serving users who still lack convenient charging options. 

The boom in three-row SUVs evokes the era when Toyota Highlander dominated the category—selling more than 4.7 million units globally thanks to accessible pricing, reliability, and optional three-row seating. In the NEV era, demand for practical, family-friendly three-row SUVs never disappeared; it has simply been reignited by domestic brands offering superior experience. 

But who will become the NEV-era “Highlander”? It is too early to call. The segment remains divided between range-extended and pure-electric. Recent sales spikes underscore the competition: IM LS9 secured over 5,000 firm orders within 25 minutes of launch; Zeekr 9X deliveries exceeded 10,000 units;  AITO M9 has surpassed 260,000 units cumulatively. Auto Guangzhou 2025 has become a turning point for both the auto industry and consumer preferences. For 2025, large three-row SUVs clearly stand at the center of strategic focus. The question remains: who will carry the Highlander legacy into the NEV era? We’ll need to watch the long game. 

What about overseas brands? Many joint-venture brands are turning to China’s technology ecosystem for rapid product upgrades. Toyota and Nissan promoted HarmonyOS-based cockpits as central features of their latest models. Toyota positioned the BZ7 as a HarmonyOS-equipped electric flagship, while Nissan called the Teana the world’s first HarmonyOS fuel model. Buick announced plans for a new 900V high-voltage platform, 6C battery technology, and a multimodal driving system built with Momenta. 

Foreign joint ventures face the challenge of retaining recognizable brand value. Some automakers are responding by combining local technology with their own long-established design and engineering principles. BMW previewed its next-generation iX3, featuring driving-assistance solutions co-developed with Momenta and a new cockpit designed by its China R&D team. Mercedes showcased the China-specific all-electric CLA. 

AUDI E SUV concept

Volkswagen emphasized system reliability through its China E-architecture, which reduces the number of control units by about 30 per cent while improving safety and performance. Audi’s two joint ventures both highlighted deeper localisation, with SAIC-Audi integrating Momenta and Huawei technology into upcoming models while still emphasising traditional Audi driving and design features. 

The competitive backdrop remains challenging. From 2020 to 2024, as China’s new-energy penetration rose from roughly 5.8 per cent to 56 per cent, joint-venture brands saw their market share fall from nearly 60 per cent to 34.8 per cent. 

In early 2025, their share stabilized slightly above 35 per cent, but the nature of competition is changing. The market has shifted from “price war” to “value war,” placing greater emphasis on software depth, supply-chain capability, and long-term product competitiveness. 

The Guangzhou Auto Show demonstrates that China is no longer just a significant sales base for foreign joint ventures but also a proving ground where fast iteration and localisation are now essential. Analysts say whether these brands can rebuild distinct value while relying more heavily on local technology will shape their position in China’s next competitive cycle.