In recent years, a rapid development of China’s new energy vehicles (NEV) has brought great influence to China's energy security and sustainable development. An important reference from energy security and sustainable development in other countries has been used to analyze the resistance and motivation of NEV’s marketing in China. To achieve simultaneous growth of the global sale and market share of NEV and alleviate the energy shortage, the Multi-Level Perspective (MLP) framework is applied in this study to analyze the influence factors and the resistance and motivation of marketing of NEV. MLP is a comprehensive analytical framework used for the research on technological transformation of the automotive industry. It can simultaneously focus on the impact of the main factors, namely, landscapes, regimes, and niches, on the marketing of NEV in China. The results show that regimes form a certain “blocking” for the marketing of NEV, and the “blocking” greatly suppresses the growth of the market share. Landscapes and niches have a considerable effect on the promotion of the NEV market and breakthrough of the traditional industry’s “blocking”. To further promote the marketing of NEV and alleviate the energy shortage, application policies should be made with notice of regional disequilibrium to improve the market competitiveness of NEV and ensure synchronous and sustainable growth of sales and market share.