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The 2026 car market, competition can be described as quite terrifying; simply in the first half of the year, over 500 new models were launched, averaging 3 to 4 new models hitting the market every day. The industry has formally entered the deep water zone of the elimination round.
By common sense, car companies eliminated long ago should quietly exit the stage at this time. But somehow, some car companies that have gone bankrupt or are on the verge of bankruptcy, unwilling to disappear, have all started playing the "revival match".
Zotye and Neta Start "Revival Match"
Recently, two have triggered discussion: Zotye Auto and Neta Auto.
First, let's talk about Zotye Auto, which has been silent for many years, recently officially announced its return. On September 9, Zotye held a launch event for the new Wink Y01 International Edition. This new car is built on the brand's exclusive pure electric small car platform, aiming for the global market from the beginning of R&D, and is the core strategic model after Zotye's return. Currently, the vehicle has entered the batch trial production phase, about to achieve mass production landing, marking that Zotye, which was completely stalled for a long time, has officially resumed whole vehicle production business.
Neta Auto, also in the restructuring phase, welcomed the heavyweight investor "Taiyi Shenglian", will receive 3 billion yuan in restructuring investment funds, and the investor will take 70.62% equity of the company. According to the plan, Neta Auto's revival will be steadily advanced in three stages. Phase one prioritizes resuming production of the Neta X model, focusing mainly on overseas markets, setting a basic goal of 10,000 units sold annually, while repairing the supply chain, restoring the national after-sales maintenance system, and revitalizing the existing user service network; Phase two will specifically develop models adapted for overseas markets such as Asia, Africa, Latin America, aiming for an annual production scale of 300,000 units; Phase three will create global intelligent models, rush to achieve 40 billion yuan annual output value, and simultaneously launch IPO preparation work, full of ambition.
It is worth noting that the revival paths of the two are highly consistent: bypassing the domestic market, focusing mainly on overseas. So the question arises: in this revival match, can they win?
Is Going Overseas a Lifeline?
It has to be said, with the domestic car market competition becoming increasingly heated, going overseas seems like a very good choice, but looking at the long term, this revival model undoubtedly has fatal shortcomings.
On the one hand, the threshold for the overseas low-end market is very low, making it difficult to support the long-term development of the brand. Moreover, overseas markets such as Asia, Africa, and Latin America still focus on low-price necessary models, with thin profit margins, and the requirements for brand technology and intelligence are not that high. This means that Zotye and Neta can only rely on low prices and high volume to survive, unable to accumulate high-end brand reputation, leading to insufficient profit for technology R&D investment, eventually falling into the vicious cycle of "low price no profit, no profit hard to upgrade".
On the other hand, both car companies have unconsciously bet the hope of turning the tables on the overseas market, actually still because their own technical strength is not qualified and the brand influence is deeply trapped in negative public opinion crisis.
For example, Zotye, although announced turning losses into profits in the first half of this year, whole vehicle sales revenue is almost zero, revenue mainly relies on auto parts and factory building leases to hold up. To put it plainly, its whole vehicle business has been a dead letter long ago. As for the Wink Y01 car, the foundation can be traced back to the 2022 Qingcheng Times VC model, changed names several times after winding roads before finally landing, in technology it really cannot talk about any competitiveness.
As for the former new force car maker sales champion Neta Auto, although there is certain channel foundation in Thailand, Indonesia, that was established before the crisis erupted, now brand reputation is ruined, nearly 500,000 Neta owners nationwide are facing the dilemma of connected car service interruption and after-sales support is inaccessible, whether dealers are willing to continue playing with it is a big question mark. In addition, Neta received 3 billion yuan, only 1.833 billion yuan can be used for operating working capital. And going overseas is not as simple as changing a place to sell cars, channel construction, regulation certification, after-sales guarantee, which item needs continuous investment and time accumulation, this is also a problem for Neta Auto.
Final Thoughts
In short, the current car companies' "revival match" is mostly capital self-rescue, not strength return. In the second half of the car market elimination round, brands without core competitiveness are hard to survive. And for consumers, don't be dazed by revival news and low prices. Before buying a car, you should think more: who is responsible for after-sales? Are parts easy to find? How much is the used car still worth? If the brand collapses again, car repair and rights protection will be troublesome. Choosing brands with stable sales, stable channels, and stable reputation, undoubtedly is more worry-free.
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