China’s NEV Automakers 2025 Sales Target Completion: Xpeng 77.6%, NIO Under 40%

With the launch of multiple new models in September, including star vehicles such as the Li i6, the new AITO M7, and the new NIO ES8, the new energy vehicle market landscape is set to see further turbulence.

On September 1, various automakers successively released their sales reports for August 2025. Accordingly, their cumulative sales from January to August and the completion status of their annual targets have also become clear.

Several emerging automakers have achieved over 60% of their annual targets in the first eight months.

Among them, XPeng Motors recorded cumulative sales of 272,000 units from January to August, against an annual target of 350,000 units, achieving a completion rate of 77.6%. In August, it delivered 38,000 units, setting a historical record and surging 168.7% year-on-year.

Close behind is Leapmotor, with cumulative sales of 329,000 units, making it the emerging automaker with the highest absolute sales volume. With an annual target of 500,000 units, its completion rate has reached 65.8%.

In third place is Xiaomi Auto, with cumulative sales of 210,000 units and an annual target of 350,000 units, achieving a completion rate of 60%. In August, Xiaomi Auto delivered over 30,000 units across its entire lineup, marking the second consecutive month exceeding the 30,000 milestone.

While some automakers are celebrating, others are facing concerns, as several have achieved completion rates below 50% in the first eight months.

For example, Li Auto recorded cumulative sales of only 263,000 units from January to August, a year-on-year decrease of 8.6%. Based on its downwardly revised annual sales target of 640,000 units, its completion rate stands at just 41.1%. Over the next four months, Li Auto will need to deliver 94,000 units per month to meet its target.

Other automakers include:

• Zeekr, with cumulative sales of 125,000 units from January to August and an annual target of 320,000 units, achieving a completion rate of only 39.2%.
• NIO, with cumulative deliveries of 166,000 units from January to August, achieving a completion rate of 39%.
• IM Motors, with cumulative sales of 32,000 units from January to August, having achieved only 31.5% of its annual delivery target of 100,000 units.

It is worth noting that in August, Harmony Intelligent Driving Alliance achieved sales of 48,000 units, with the AITO brand delivering 40,000 units, accounting for 90% of the total sales.

Based on available data, the cumulative sales of HIMA from January to August this year are approximately 291,000 units. With an annual sales target of 1 million units, its completion rate as of the end of August is about 29.1%. Even with the support of the newly launched Shangjie H5, it is expected that HIMA will find it challenging to achieve the full-year target of 1 million units in the remaining four months.

From an overall data perspective, the competitive landscape among emerging automakers is far from solidified. For instance, Leapmotor has quietly risen to lead for six consecutive months, NIO has achieved a remarkable comeback, while Li Auto has experienced a decline.

With the launch of multiple new models in September, including star vehicles such as the Li i6, the new AITO M7, and the new NIO ES8, the new energy vehicle market landscape is set to see further turbulence.