On September 28, the ceremony marking the 1 millionth complete vehicle rolling off the production line of Deepal and the launch of the all-new Deepal S07 AI Laser Edition was officially held. From the brand's official release in 2022 to achieving the production of its 1 millionth complete vehicle, Deepal took only 49 months, setting a "Deepal speed" on the new energy track.
As a heavyweight masterpiece at the brand's million-unit milestone, the all-new Deepal S07 AI Laser Edition was officially launched, continuing to practice the strategy of "electric equality + intelligent equality" and bringing users an elevated intelligent electric travel experience. The new car is offered in four variants: 725 AI Supreme Laser Edition, 725 AI Intelligent Laser Edition, 600 AI Supreme Laser Edition, and 600 AI Intelligent Laser Edition, with an official guide price of 155,900 yuan to 175,900 yuan, and a limited-time benefit price of 149,900 yuan to 169,900 yuan. Customers who place an order can enjoy ten major value-for-money car purchase benefits worth up to 57,860 yuan. The all-new Deepal S07 brings AI laser capability to the 150,000-yuan class, accelerating the popularization of advanced intelligent assisted driving.
Against the backdrop of the industry generally believing that the new energy market has entered stock competition and slowing growth, Deepal's high growth against the trend is not accidental. Its core logic is anchored in "technology equality," transforming high-end technology from a premium label into broad public accessibility, and using underlying technological breakthroughs to solve users' travel pain points. The S07 AI Laser Edition launched at this million-unit milestone is another concentrated implementation of this strategy and will also drive a value reconstruction in the 150,000-yuan-class pure electric SUV market.
Crossing the million-unit scale in four years, jointly building "Deepal speed" in the global market
Looking back at the brand's development journey, Deepal's growth pace has continued to accelerate: it reached its first 100,000 sales in 14 months, rolled off its 400,000th complete vehicle in 29 months, and surpassed 700,000 sales in 39 months, constantly breaking its own development records. Overseas market growth has been especially strong, with cumulative overseas sales from January to August 2026 surging 76.98% year on year. As a pioneer of Changan Automobile's "Haina Baichuan" plan, Deepal has established a presence in five major global regions, covering more than 100 countries and regions, and its global footprint is still expanding in an orderly manner, forming strong momentum of coordinated development and two-way growth in both domestic and international markets.
Deepal Automobile Chairman Deng Chenghao said at the event that in reaching the million-unit milestone, Deepal has gone through an extremely difficult entrepreneurial journey that is also very much worth looking back on, and behind this is global users' recognition of the Deepal brand, products, technology, and services. He shared two keywords: one is speed, as every sales leap has pushed the Deepal brand to a new level; the other is gratitude, thanking the 1 million global users for their choices and trust, as their repeated feedback and suggestions have helped Deepal continue to grow and improve.
Where does 1 million vehicles in 49 months place in the industry coordinate system? Looking at the time each company took from first vehicle delivery to cumulative 800,000 units: Xiaomi 29 months, AITO 42 months, Deepal 43 months, Li Auto 54 months, XPeng 79 months, NIO 86 months—Deepal is at the forefront of the second tier, faster than the vast majority of peers that started in the same period. But a more cautionary difference in measurement is this: cumulative 1 million is a milestone, while annual sales of 1 million is the survival line. Li Auto took 58 months to complete its first cumulative 1 million, and Leapmotor went from 500,000 vehicles to 1 million in only 12 months. The industry's collective anxiety about "annual sales of 1 million" stems precisely from this—brands with annual sales of 300,000 versus 1 million differ by orders of magnitude in R&D amortization, procurement bargaining power, and fixed manufacturing cost allocation. Deepal's cumulative global sales from January to August this year were 222,028 vehicles, still clearly short of that line.
The foundation of 1 million sales is the trust of 1 million users. In daily service, Deepal Automobile uses the "Five Commitments" and "Four Upgrades" as its benchmark, safeguarding every user's travel experience over the long term, and through exclusive services such as global creator recruitment, five official complaint channels, free return shipping during holidays, the Deepal Breakthrough Award, and the Tianshu Pilot Assurance Package, it continues to deepen user reputation. At present, Deepal Automobile has more than 400,000 global users who actively recommend the brand, forming a positive cycle in which "users define products, and products win users."
Taking this as a starting point, Deepal Automobile simultaneously launched the "Million Together, Protecting Deepal" ocean public welfare action, joining hands with the marine conservation organization "Deeper Blue" to carry out ecological protection, extending the concept of green travel to broader fields.
Overseas sales surged 76.98% year on year from January to August. This figure needs to be read in a broader industry context: from January to May 2026, China's automobile exports totaled 4.059 million vehicles, up 63% year on year, while domestic retail sales fell 19.5% over the same period, and the industry's profit margin was squeezed to around 3.4%—going overseas has changed from an "incremental option" to a mandatory answer for hedging against the domestic price war. And the way of answering is changing: the EU's combined tariff on China-made electric vehicles is about 27.4%, while Thailand even requires that for every 1 vehicle imported in 2026, 2 must be produced locally, rising to 1:3 in 2027. Deepal's layout across five major global regions and its Rayong factory in Thailand are stepping precisely onto this switching point from "complete vehicle export" to "localized production." The upfront cost of this path is the dual test of capital expenditure and local operating capability, but the returns are equally direct: producing within the target market brings tariffs to zero, and the room for improving per-vehicle profit can reach 15% to 20%.
Anchoring technology equality, building long-term competitiveness through dual-dimensional technology
Deepal Automobile's ability to quickly reach the million-unit milestone lies in the brand's original mission of "technology equality" since its founding. Deng Chenghao disclosed at the event that as early as 2017, when Changan released the "Shangri-La" plan, the Deepal team had already determined the goal of "technology equality, benefiting the masses," and concretely set two core directions: electric equality and intelligent equality, using underlying technological breakthroughs to solve users' travel pain points and truly turning advanced technology from a strategic commitment into a real experience accessible to the public. Relying on its self-developed core technology system, Deepal Automobile has continued to make breakthroughs in electrification and intelligentization, with many achievements earning national-level and industry-level authoritative honors.
"Equality" sounds like a value proposition, but in practice it is a cost arithmetic problem. What 1 million vehicles brings is not only a scale marker, but also procurement bargaining power, room to dilute R&D expenses, and remaining capacity to spread fixed manufacturing costs—this is precisely the precondition for 6C ultra-fast charging, LiDAR, and urban navigation to enter the 150,000-yuan class. In other words, it is not that companies choose to "earn less" at low price points, but that scale makes low price points "affordable to supply." This is also why 1 million vehicles is so critical for a new energy brand: it determines how high a configuration the company can squeeze into how low a price.
In the dimension of electric equality, Deepal Automobile directly addresses users' four core pain points: "charging too slowly and waiting too long, losing range in cold weather, lingering battery safety hazards, and worrying about depreciation due to lifespan degradation," building a full-dimensional technical solution. On the energy replenishment side, it has created a dual-line technical route of "range extension + pure electric ultra-fast charging." Super range-extending technology was the first to break through industry bottlenecks, supporting the brand's rapid scaling; charging rate has gradually upgraded from 1.2C to 6C, achieving an 80-li range increase in 1 minute of charging, gradually approaching a fuel-and-electricity same-speed experience. Related technological achievements won the first prize of the 2026 China Machinery Industry Science and Technology Award and the China Gold Award for Invention Patents in Intellectual Property. On the safety and lifespan side, the Golden Bell Shield battery system has achieved zero overheating across 1 million vehicles and no noticeable degradation at 600,000 kilometers, twice earning the second prize of the National Science and Technology Progress Award and setting a new industry benchmark of "same lifespan as fuel vehicles, safety equality."
Adhering to the parallel dual line of "range extension + pure electric ultra-fast charging" on the energy replenishment side is itself a route hedge. Over the past few years, range extension rapidly gained scale because it eliminated replenishment anxiety, supporting the early scale of multiple brands including Deepal; but as 800V platforms and 6C ultra-fast charging are pushed down to the 150,000-yuan class, the shortcomings of pure electric replenishment are being quickly filled, and the window period for range extension is beginning to narrow. The significance of the dual-line layout is not betting on a single route—no matter how the pace of energy infrastructure deployment and battery costs evolve, there is a product-side solution to carry it.
In the dimension of intelligent equality, Deepal Automobile adheres to the logic of "technology reaching upward, experience spreading downward." On the technology side, it was the first to break through L3 autonomous driving technology, obtained China's first official dedicated license plate for L3 autonomous driving, and promoted the establishment of industry regulations and safety standard systems; on the user side, it continues to drive the downward popularization of advanced intelligent assisted driving, from lane keeping standard across the lineup to full coverage of highway navigation, and then to the extension of LiDAR and urban navigation functions to mainstream price segments, making high-end intelligence no longer exclusive to luxury brands.
All-new Deepal S07 AI Laser Edition: a sample of technology accessibility at the million-unit milestone
Focusing on the three core dimensions of intelligent driving, cockpit interaction, and three-electric technology, the all-new Deepal S07 AI Laser Edition reshapes the value benchmark for 150,000-yuan-class long-range AI laser intelligent SUVs and gives "electric equality + intelligent equality" a concrete landing point in the 150,000-yuan class.
The all-new Deepal S07 AI Laser Edition is equipped with an AI laser intelligent assisted driving system, adopting a one-stage end-to-end algorithm and world behavior model, with cloud computing power, training mileage, and algorithm iteration frequency all in the industry's first tier; together with 27 sensors including 1 roof-mounted LiDAR, it builds full-dimensional environmental perception. The full-dimensional anti-collision system integrates 24 active safety functions, covering urban navigation, highway navigation, and all-scenario parking across the full vehicle usage scenario, giving every trip full confidence.
At the cockpit level, the new car is equipped with the industry's first batch of open-domain end-to-end Doubao large models, featuring an open-domain end-to-end + Claw architecture, subverting traditional command-based interaction and enabling one-sentence commands to get everything done, supporting fuzzy semantic instructions, building personal exclusive scenarios, outside-vehicle voice, and more.
At the three-electric level, Deepal's original power electric drive has advanced further, with 6C ultra-fast charging, 725 km ultra-long pure electric range, an 800V high-voltage ultra-fast charging platform, and nearly 400 km of range replenished in 9 minutes, bringing an efficient travel experience of "6789, go whenever you want."
In addition, the new car continues the symbiotic aesthetic design and class-leading spatial configuration, with FSD+HRS advanced variable adaptive suspension standard across the lineup, achieving comprehensive advancement in appearance, comfort, and handling.
Sporty driving fun advances further, Deepal L06 Chasing Wind Edition to be launched soon
At the launch event, Deepal Automobile also previewed the Deepal L06 Chasing Wind Edition, which will be launched in October. The new car adopts track-oriented aerodynamic design and is equipped with a fixed genuine carbon fiber large rear wing, with the vehicle capable of generating up to 1000N of downforce, making cornering more thrilling and high-speed driving more stable; at the same time, it is equipped with a leading AI cockpit and, together with Intel, launches an in-vehicle AI BOX, achieving proactive service with leading on-device large models and PC-level strong computing power. Paired with an all-around AI agent, it responds to user commands to the extreme, truly becoming more understanding the more you use it.
Summary: From the milestone leap of million-unit production to the continuous popularization of core technologies, Deepal Automobile is redefining the value logic of new energy vehicles: the ultimate meaning of technology is not to raise the price threshold, but to illuminate more people's travel. One million is not the end, but the starting point for the next faster million. But the exam questions before Deepal are equally clear—when the industry profit margin is squeezed to around 3.4%, scale itself does not automatically equal profit. Moving from 1 million vehicles to the next 1 million, what will be contested is no longer speed, but three things: the ability to squeeze technology costs into lower price bands, the efficiency of establishing localized production capacity and profit models in overseas markets, and the resolve to protect cash flow amid a price war. China's new energy vehicles have already completed scale leadership; the keyword for the next stage is value.
