Live Markets: China leads record car launches, testing global automakers

Bayerische Motoren Werke AG

18/06/2026 11:00

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CHINA LEADS RECORD CAR LAUNCHES, TESTING GLOBAL AUTOMAKERS
A record wave of new model launches is testing the global auto industry this year, with Chinese players firmly in the driving seat and legacy players under pressure to respond.
Morgan Stanley estimates over 375 new models will hit the market in 2026, an all-time high that underscores how critical product cycles have become in an increasingly competitive setup.
Chinese OEMs account for more than 50% of new releases, thanks to fast development, lower costs and continued innovation that keeps their line-ups fresh and competitive across markets.
For traditional automakers, the stakes are rising fast. 
New launches have historically supported pricing and margins, the U.S. bank says, but in today's weaker demand environment they may simply determine survival.
"The pressure on OEMs to develop new, attractive, cost-competitive models is higher than ever before. For some legacy OEMs, the next iteration of new models could be make or break," writes Javier Martinez de Olcoz Cerdan and other MS analysts.
Further out, there may be some respite, they add, noting a projected slowdown in Chinese rollouts from 2027 could offer incumbents some "breathing space".
Meanwhile, shares in BMW BMWG.DE hit a fresh 2020 low, falling over 3%, a day after its profit warning highlighted the China and Iran risks facing the broader auto sector.
(Danilo Masoni)
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