Six SUV New Models Massively Launching, Family Travel Battlefield in Full Swing

Around China's six-seat SUV market, car manufacturers are scrambling to enter the fray at a pace that can be seen by the naked eye. Since July, with the introduction of L90, i8 and other new models, the pure electric six-seat SUV market has become hotly contested.

Why is the six-seat SUV market heating up? Respondents to a Securities Daily reporter said that under the industry's continuous "internal" competition, car manufacturers need to constantly dig into high-growth potential sub-markets and define new product categories. Six-seat SUVs may become the "blue ocean" in the red sea.

Furthermore, consumer cognition of "six-seat" is undergoing subtle changes. What was once considered a "third-row seat" has gradually become a necessary travel requirement. The battle for the six-seat market is not just about adding an extra seat, but also encompasses multiple scenarios, such as multi-child families and business travel.

Tesla to Deliver New Model in September

On August 19th, Tesla China's official website launched the Model Y L, priced at 33.9 million yuan and expected to be delivered in September 2025. The price is lower than the previously rumored 40 million yuan. According to a relevant person from Tesla China, "This price still has strong appeal compared to the current configuration."

"Tesla first announced a price expectation of 40 million yuan, and then officially launched at a lower price, which is beneficial for occupying consumers' minds." Some industry insiders told the reporter that Tesla's pricing strategy from the side shows the intense competition in the six-seat SUV market.

At Tesla Shanghai's offline store, the Model Y L display car is expected to arrive soon, while test drive cars will need to wait for a period of time. Sales consultants at Tesla told the reporter that customers who are looking to replace their current vehicles have shown great interest in space and performance enhancements.

Compared to Model Y, the Model Y L has increased its body length by 179mm and wheelbase by 150mm, expanding its storage space to 2539L. In terms of performance, the Model Y L uses a dual-motor all-wheel drive system, with maximum power output for the front and rear motors at 142kW and 198kW respectively, accelerating from 0-100km/h in 4.5 seconds, equipped with an 82kWh ternary lithium battery, and having a CLTC operating range of 751 km.

"Model Y L fills the gap in Tesla's electric six-seat SUV lineup and is a new move to counter sales fatigue." International Association of Smart Transportation Technology Secretary-General Zhang Xiang believes that compared with Chinese car manufacturers, which continue to push out new models to maintain competitiveness, Tesla's product launch rhythm is relatively slower, and Model Y L's launch will enrich Tesla's vehicle matrix and show that Tesla is adapting to the changing China market and meeting consumers' diverse needs.

Six-Seat SUV Market in Full Swing

"Before, we only had a few options for cars like this. Now, there are many more models on the market, and prices cover a wider range." A Shanghai-based parent of two told the reporter.

As it stands, six-seat SUVs have become a must-have battleground for all car manufacturers. Recently, BYD announced that based on the performance of its L90 in terms of space and battery life, it may lead the big three-row SUV market into an electric era.

Why are car manufacturers' eyes so aligned? The market generally believes that multi-child families' travel needs make six-seat SUVs a primary choice. With new energy technology progressing, technology parity with cost optimization leads to reduced vehicle costs, making it easier for car manufacturers to launch mid-to-large-sized SUVs.

According to the "Easy Car" sales statistics, from January to June in 2025, mainstream brands sold 368,028 six-seat SUV models, a 2.2% increase over the same period in 2024; in 2024, mainstream brands sold 821,255 six-seat SUV models, and it is expected that this type of vehicle will reach sales of around one million units by the end of the year.

China-Europe Economic Technology Cooperation Association Smart Networking Automobile Branch Secretary-General Lin Shi told the reporter that on the one hand, domestic families' multiple-child travel needs increase, and many car manufacturers are positioning themselves to meet these new demands. On the other hand, there is intense competition in the 10-15 million yuan electric vehicle market, with high-end products having a higher threshold and market capacity generally lower than pure electric six-seat SUVs.

Full-Scale Testing of Enterprises' Supply Chain Capabilities

Large-size SUVs require longer journeys, which pose higher demands on battery life, space utilization rate, and refueling convenience. To make a good product, it requires full-scale testing of enterprises' supply chain capabilities.

Car manufacturers are rolling out "new three major items" such as refrigerators, TVs, and sofas to become the foundation for pure electric six-seat SUVs. Some car manufacturers use intelligent experience as their core selling point, while others try to attract customers with rich, detailed scenario-based experiences, providing a comprehensive solution to meet consumers' needs.

In terms of price, six-seat SUVs originally concentrated in the market above 30 million yuan, but with the rise of new energy vehicles and market competition intensifying, many car models have been priced below 20 million yuan. A research report points out that 2025 will be a major year for six-seat SUV model launches, with the possibility of forming a new blue ocean market in the 20 million yuan price range.

In terms of technology route, China's six-seat SUVs have multiple routes including pure electric, plug-in hybrid, extended-range, and gasoline. "New energy shock waves will hit the gasoline six-seat SUV market, and pure electric vehicles will rise to change the previous trend where extended-range was mainstream." Lin Shi told the reporter that six-seat SUV market competition is shifting towards large space and comfort.

Waiting for Verification

Will Tesla become the "fish" in the six-seat SUV market? The market has different views. Zhang Xiang is optimistic about Model Y L's prospects, expecting other domestic brands to benchmark against Tesla's new products in terms of price, function, and design. Some market insiders also believe that Tesla's launch of a new model is more like a classic product extension strategy to extend the product life cycle, which may lead to short-term rebounds but still has yet to be observed.

Lin Shi believes that with Tesla entering the fray, one side effect will be pressure on other brands in terms of branding and influence, leading to more intense competition. On the other hand, it may also drive other players to join in.