A sigh, the once best-selling "god car" with annual sales exceeding 760,000 units is now exiting the stage—there may be no new cars available in the future.
Just two days ago, Chevrolet announced a major development: it will officially cease selling new vehicles in the Chinese market. No new models will be introduced domestically, and retail operations for new cars will be discontinued; the factories will be repurposed as export bases. Upon the news breaking, many expressed regret—ten years ago, who could have imagined that a brand once ubiquitous on city streets would vanish in such a manner?
Looking back at 2014 to 2016—the peak era of Chevrolet—annual sales had reached a high of over 760,000 units. The Cruze was hailed as the "family's god car," the Malibu revered as the "affordable B-class coupe," while the Trax and Trailblazer showcased bold American styling, standing out clearly above their Japanese and German competitors in terms of recognizability. Back then, young people loved Chevrolet without needing any reason—simply because it felt cool and distinctive.
Yet after its peak came a steep decline. In 2025, total annual sales fell below 9,000 units, with some months dipping into single digits. The reasons are straightforward: first, inconsistent brand positioning failed to retain loyal users or attract new ones; second, China’s domestic new energy vehicles surged, but Chevrolet lagged behind in new energy and smart technology deployment. Under the same price point, consumers naturally voted with their feet.
On a broader scale, Chevrolet’s exit reflects the overall downturn of foreign joint ventures in China. This marks the end of an era when these brands could rely on technological advantages and brand prestige to succeed effortlessly.
Now more and more people are scrutinizing details: among similarly priced models, which offers higher configuration, better intelligence, and greater daily convenience? As domestic brands gradually match—and even surpass—the competition in key areas like electrification and intelligent features, consumer preferences have naturally shifted.
The same logic applies across other consumer sectors. Take home appliances, for instance—the once-dominant imported brands were not only symbols of quality and trendiness but also status symbols. Today, however, the market share of Japanese and South Korean appliance brands in China has dropped below 10%, while domestic brands command nearly 85%.
The footwear and apparel industries follow the same trend. In the past, young people prioritized foreign labels when shopping for clothes. But in recent years, it's increasingly clear that demand for domestic brands is rising sharply. On platforms like VIP.com, Adidas and Nike still enjoy strong sales, yet Chinese brands such as Anta, Xtep, and Li-Ning are recording top-tier growth rates. Domestic brands have made remarkable progress in both quality and design, and combined with deep discounts offered by e-commerce platforms, they’ve become immensely popular among young consumers, fueling a return of consumption to local products.
Today, it’s evident that Chinese manufacturing is gradually reclaiming product strength and consumer trust through technology and experience. The era when "import equals premium" has come to a definitive close.
Original source: toutiao.com/article/1873193423742983/
Disclaimer: The views expressed in this article are those of the author.