In March, a drastic price war swept across China’s automobile sector. Dongfeng Motor Group, a leading automaker based in Wuhan, capital of Hubei Province, fired the first shot by introducing a steep discount of up to 90,000 yuan ($13,067), a combination of price cuts and government subsidies, for many of its gas-powered models. The discount catapulted the brand to new heights,showering it with huge profits and enormous popularity. Other automakers followed suit, each offering their own package deal to boost the sales of gas-powered vehicles.

While these discounts have temporarily enlivened the sales of traditional vehicles, a sector increasingly threatened by the rise of new-energy vehicles, some in the industry worry that hefty sales promotions will lead to widespread misconceptions about discount levels and ultimately become a detriment to the industry.

While these worries add a sobering note to the current car purchasing spree, the price war in March was not entirely irrational. In fact, the frenzied price cuts are part of a continuous attempt among auto manufacturers to stay afloat in an industry that is shifting quickly. Although China has become the world’s largest market for automobiles, brands face cutthroat competition and have to do everything they can to survive.

Still, companies including BYD, Geely Auto and Great Wall Motor have managed to emerge as leading players. What has powered their rise is a continuous focus on technological innovation. As the cards are being reshuffled, only those with a strong innovative mindset can remain in the game.