Over the past decade, as the Chinese automotive market has continuously evolved, a number of fleetingly popular vehicle categories have emerged. In my impression, inspired by the BMW X6, Chinese automakers once regarded coupe SUVs as a lever to expand the boundaries of the SUV market. For a time, a number of new vehicles, including the Dongfeng Fengguang iX5 and the Changan CS85, stood at the forefront of sales. Subsequently, models such as the Mazda CX-8 and the Jeep Grand Commander ignited a market boom for midsize family SUVs. Then, relying on the continued fermentation of the two-child policy, the 150,000-yuan-class family MPV market became very lively, with models such as the Trumpchi GM6, Geely Jiachi, SAIC MAX5, and BYD Song MAX successively hitting the market. However, the evolution of the Chinese automotive market has never changed. After two years of competition, even the hottest niche markets seem to gradually cool down. In recent years, under the guidance of the Tesla Model Y, the new energy market has revived coupe SUVs. But can the Chinese market really nurture evergreen niche models? As household demand becomes increasingly strong, SUVs have replaced sedans and become the most persistent area of innovation for every automaker. The market is now flooded with various midsize and large SUVs, which is the best proof. Following market trends, after the Tank 300 became an overnight success, hardcore off-road vehicles also became beneficiaries of this SUV wave.

In just two years, various new square-box vehicles, including the Jietu Voyager and the Formula Leopard 5, have almost dominated this niche market. After tasting the emotional value brought by square boxes, consumers willing to pay for them are also emerging in an endless stream. This year, as the market becomes increasingly saturated and automakers are racking their brains to innovate, has the "square box" market cooled down? Or can it truly become an independent and vibrant new field in China's SUV market? Everyone is waiting for a new answer. Previously, the Formula Leopard Titanium 7 cleverly brought the attributes of the "square box" from the outdoors back to the city and achieved great success, clearly pointing out the direction for other companies. However, entering 2026, when both Geely's battleship and Haval H10 are eager to make their mark, it remains uncertain how much resonance this concept can generate.

The market that has long been envied

As the Beijing Auto Show approaches, as in the past, the new car lineup will undoubtedly be fully showcased. Each company is very active in expanding their product lines. According to the information obtained recently, the square-box SUV is bound to become the most popular presence at the exhibition and an absolute mainstay in the segment market. In the first quarter of this year, the long-awaited iCAR V27 officially entered the market. Obviously, the main competitor of this car is the Fangchengbao Titanium 7. As more and more consumers are simply pushing the Titanium 7 to the limit for its design and energy-saving purposes, monthly sales of tens of thousands of units have become the norm. What Chery expects is to replicate such achievements.

In the Chery system, while the Tank 300 was making waves, Jietu had already explored the 150,000-yuan square box market with the Voyager, gaining widespread market recognition. However, by 2026, seeing that the square box models of the Shanhai series failed to further expand the market and were even outdone by the Titanium 7, it would be unreasonable to claim that the iCAR V27 had no intention of revenge. Subsequently, when the Discovery brand, which was independent from the Land Rover product system, officially announced its first model as a new energy square box, it became evident that this market not only did not cool down due to the abundance of products but also welcomed more new entrants as its boundaries were broadened. In early April, even GAC Trumpchi, which had never produced a rugged SUV, began to show envy, unveiling its own new plan and even launching a smaller model, "Trumpchi New Off-road," to focus on this segment. If we also count the new Geely Battleship, which even makes the Titanium 7 nervous, the square box market is even more bustling than in previous years. At the Beijing Auto Show, the mass-produced version of Hongqi's rugged off-road vehicle, the Jetta X concept car, and the Haval H10, all advocating similar products, were unveiled, further demonstrating the high expectations everyone has for this market. This year's auto market competition will definitely be more extreme than in previous years. This is not subjective speculation. Given the deteriorating overall environment, the many international variables have also invisibly exacerbated this trend. The continuous rise in oil prices alone has caused a dramatic shock in the entire fuel vehicle market. Many industry insiders even predict a 15% to 20% decline in auto sales this year.

Being in the middle of it, car companies are of course well aware of how severe their survival environment is. It has only been two months since the Spring Festival, but the frequency with which car companies are launching new products has reached its peak, with press conferences being so frequent that the media is overwhelmed. The price war and public opinion war are only intensifying, and the attack is so direct that consumers are calling it "sour and refreshing". Whether it's a price stab in the back or a sincere offer, consumers are being lured in blatantly. So, at the product level, everyone says that this year is the year when the 9-series mid-to-large SUVs will enter the fray. But in fact, almost every market segment has a different lineup of new cars. From large 5-seater SUVs to MPVs, from 200,000-yuan class sedans to niche and niche-er-niche station wagons/hunting vehicles, car companies' ideas are pervasive. Given this situation, despite the fact that the boxy SUV market has developed for many years and there are many star products that can stand on their own in the market, in the face of this life-and-death situation, driven by their desire for sales, they cannot resist their enthusiasm even if the market dividend is exhausted. Sometimes, we may feel that 80% of the new models in the mid-to-large SUV market will become cannon fodder, but today, do you really think this is unique to this market segment? Ultimately, even the hottest market will be firmly controlled by a few players in the end. Moreover, product quality is only a prerequisite. Just like when I communicated with the marketing team of the Fangcheng Leopard Titanium 7 before, when they believed that compared to the highly acclaimed iCAR V27 from the outside world, they were more worried about the yet-to-be-unleashed Geely battleship, a strong channel and system is the key to the success of a new car.

New energy amplifies the value of "the square box"

Today's Chinese automotive market has long become the most vibrant market globally. This is not solely due to the vast supply of new vehicles driven by huge demand, or the power transition between old and new forces caused by the shift towards new energy. Instead, it stems from the overall rise of China's automotive industry. In the end-user market, as Chinese automakers begin to emerge with various new ideas, there are naturally more non-traditional models on the market. Before the birth of the Tanks 300, everyone would think that "hardcore" meant only tough and capable off-road vehicles like the Jeep Wrangler, or at the very least, products with a strong mediocre taste like the Toyota LC series. Fashion and individuality were naturally isolated from such models. Therefore, when the Tanks 300 actively links to multiple product attributes, it is clearly not a coincidence by Great Wall, but rather a result of the real demand in the new era. At this point, Chinese users have finally realized that "hardcore SUVs can also be comfortable and luxurious." The rest of the story is not worth mentioning. The square box has suddenly become a very unique new category. Today, if one must ask why the square box is once again being used by many automakers as a new outlet for product promotion at this crucial juncture of 2026, the biggest reason is that with the rapid development of new energy, more and more automakers have discovered that, besides being cool and stylish, the square box can actually provide a solution to consumers' increasingly compressed vehicle costs.

Last year, after the launch of the Formula Leopaard Titanium 7, it achieved unprecedented sales heights for the Leopaard series. Its consistent hardcore styling is just the most basic condition, and its mastery of covering all scenarios with its massive body is even more crucial. Who would have thought that hardcore could be associated with energy efficiency and cost savings, while simultaneously maximizing the functionality of a family SUV within a square box body. It is precisely this product feature that meets the "need to have, need to have, and need to have" demands, which looks very unconventional but perfectly suits the tastes of potential consumers. This year, when the issue of oil prices has become the foremost concern for everyone when purchasing a car, the Titanium 7's "revolutionary" approach has increasingly become an advantage that attracts users. In fact, since the square box entered urban life from the wilderness, the Tank 300 City Edition and later the Jietu Traveler have already discovered some of the needs of users. iCAR 03/V23, leveraging its pure electric nature, has forcefully carved out a pure electric square box track. However, after years of market accumulation, the square box models differ from those flash-in-the-pan personality models, undergoing self-transformation in response to the constantly changing environment. Perhaps this is also due to the insight that Chinese automakers have honed in recent years. To put it bluntly, when everyone binds personality and family use, and shifts from simply pursuing emotional value through spending money to demanding 100% satisfaction of multiple needs with every dollar spent, whoever can truly enable users to enjoy the most comprehensive car experience in the most affordable way will be the winner.

It is reported that Geely's battleship and Haval H10 will be officially unveiled at the Beijing Auto Show, indicating that the square box market will officially enter the second round of fierce competition. With too many players gathered in the mid-to-large SUV market and the competition becoming too intense, this is the market where major brands continue to tap into their potential. Of course, judging by the market size, there are definitely no more than a handful of products that can compete head-on with the newly refreshed Titanium 7. Even though the advantages of pure electric vehicles are becoming increasingly prominent, more and more consumers are turning their attention to this segment. For most brands, this market still has its own limitations. Compared to relying on square boxes to boost sales, if you want to stand out, what you should do is to assess your own resource pool and see if you still have any trump cards to play. Otherwise, if you end up just being another average player after all your efforts, it will always be a regretful outcome that outweighs the benefits.