# Chinese luxury automotive market shifts > Live situation record from CLSTR: https://clstr.news/situations/chinese-luxury-automotive-market-shifts > Updated: 2026-09-23T14:00:27.000Z. Sources: 10. Developments: 2. The Chinese luxury automotive market is undergoing a significant transformation. Following an 11% year-on-year decline in import car volume and a 29% drop in retail sales during the first half of 2026, established ultra-luxury brands like Rolls-Royce, Bentley, Ferrari, and Maserati are pivoting their strategies. These traditional manufacturers are increasingly prioritizing bespoke customization and personalized services over sales volume to maintain exclusivity and cater to younger demographics. This shift has also led to a slowdown in electrification commitments, with brands like Rolls-Royce, Bentley, and Lamborghini adjusting their pure-electric roadmaps to maintain internal combustion engine production. Simultaneously, domestic competition is intensifying. BYD’s ultra-luxury sub-brand, Yangwang, is developing a flagship executive sedan intended to rival models such as the Rolls-Royce Phantom. This upcoming vehicle is expected to feature advanced technologies, including a potential use of solid-state batteries and high-performance quad-motor platforms. ## Timeline ### 2026-09-23: Yangwang develops ultra-luxury sedan to rival Rolls-Royce BYD’s luxury brand Yangwang is testing a new flagship sedan aimed at competing with Rolls-Royce, potentially featuring solid-state batteries and quad-motor technology. 7 sources. https://clstr.news/cluster/byd-luxury-brand-yangwang-to-debut-in-brazil-by-2027 ### 2026-09-17: Luxury car brands pivot to bespoke customization amid China market decline Ultra-luxury car brands like Rolls-Royce and Ferrari are pivoting to bespoke customization to combat declining sales and a shrinking import market in China, while also slowing electrification efforts. 3 sources. https://clstr.news/cluster/luxury-car-brands-pivot-to-bespoke-customization-amid-china-market-decline --- Cite as: Chinese luxury automotive market shifts. CLSTR, https://clstr.news/situations/chinese-luxury-automotive-market-shifts