Market & IndustrySmart
New model race: the market is not slowing down
Automakers are speeding up launches to defend market share and margins in an increasingly crowded and competitive market.
20 September 2026 1 min read 9 views
The car market is still moving at pace: manufacturers are increasing the number of debuts to attract buyers and defend the most profitable segments. The pressure comes above all from new brands and from increasingly aggressive price competition.
For European customers, and Italian buyers in particular, this means more choice but also shorter model lifecycles. Brands that stand still risk losing ground, because success now depends on fast updates, technology and a clear positioning.