October 23, 2025 — JD.com Inc. announced that its “JD 001 National Car” auction concluded with a winning bid of 7.82 million CNY (c. $1.09 million), rising from a 1 CNY (c. $0.14) starting price in less than 48 hours.

JD Auto said the auction was designed as an engagement event and that the company would award a car to the bidder whose price most closely matches the vehicle’s official release price. All participants will also receive a 399 CNY (c. $55) “National Car” new-vehicle package after delivery.

The auction, hosted on JD.com’s platform, drew more than 260,000 viewers and generated over 20,000 bids. A 100 CNY (c. $14) deposit allowed users to participate, minimizing the financial risk if they chose to forgo final payment.

JD.com stated it is contacting the top bidder and will take appropriate action depending on the outcome. The company has not disclosed the final retail price or vehicle specifications.

The event was ultimately a a large-scale digital marketing stunt aimed at raising brand awareness rather than an actual sale.

The vehicle listing, titled “JD 001 National Car,” did not reveal its powertrain, range, or production partner, prompting speculation that the car may represent a future co-branded or concept model.

JD.com has gradually built a presence in automotive e-commerce since 2018 and formalized JD Auto as a separate business unit in 2023.

The company has invested in AI, logistics, and online vehicle transaction systems to capture growth in China’s new energy vehicle segment, where online channels are increasingly shaping consumer demand.

Conversion rate: 1 USD = 7.12 CNY as of October 23, 2025.