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The first quarter of 2025 witnessed the unveiling of China's independent brand OEMs' sales expenses ranking, with Xiaomi Group claiming the top spot with an impressive 7.2 billion yuan, hotly pursued by BYD and NIO Inc. A total of 17 automakers featured in this ranking, showcasing substantial disparities in their sales expenses, with Xiaomi's expenses being approximately 34 times higher than those of Jiangling Motors. In terms of market strategy, automakers can be neatly divided into three categories: high-investment emerging brands, transitioning traditional automakers, and those pursuing steady development. When compared to the first quarter of 2024, the ranking has undergone notable shifts, with NIO Inc. ascending 3 positions, and both Great Wall Motors and XPeng Motors climbing 2 positions each.
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