Core Insights - BMW China announced a "systematic value upgrade" on January 1, 2026, marking a significant price reduction across 31 key models, including a notable drop of 301,000 yuan for the flagship electric model i7 M70L, now priced at 1,598,000 yuan [1] - The price cuts are seen as a response to declining market performance in China, with a 11.2% year-on-year drop in sales for the first three quarters of 2025, totaling 465,000 units, which is a stark contrast to a global sales increase of 2.4% [3] Price Adjustments - The price reductions set new records in the luxury car market, with the iX1 eDrive25L seeing a 71,900 yuan decrease (24%), now starting at 228,000 yuan, directly competing with mid-range electric models like Tesla Model Y and BYD Tang EV [2] - The flagship 7 Series also experienced significant price cuts, with the 735Li dropping from 919,000 yuan to 808,000 yuan (12% reduction), and the 740Li leading model decreasing to below 900,000 yuan [2] Market Challenges - BMW's market share in China has been under pressure, with the X5 SUV's sales plummeting to 5,498 units in October 2025, ranking 12th, and the 5 Series lagging behind competitors like Audi A6L [3] - The luxury car market is undergoing a transformation, with new entrants like AITO and Li Auto reshaping consumer perceptions, making traditional brand premiums less relevant [4] Competitive Landscape - The rapid penetration of electric vehicles in China is intensifying competition, with retail penetration rates for new energy passenger vehicles reaching 53.6% in the first 11 months of 2025, and peaking at 59.3% in November [5] - Other luxury brands are also facing sales pressures, with Mercedes-Benz reporting a 14% decline in sales in the first half of 2025, prompting price reductions on key models [5] Strategic Response - BMW's price cuts may trigger a chain reaction in the luxury car market, reflecting a broader shift from brand competition to value competition, posing challenges for traditional luxury automakers in balancing brand equity with market share [5]

Group 1 - The core viewpoint of the article is that BMW China has adjusted the official market guidance prices for 31 models at the beginning of the year, clarifying that this action does not indicate a price war, as terminal prices are still determined by dealers [1] Group 2 - BMW's response indicates that the price adjustment is part of a broader strategy to align market prices rather than a reaction to competitive pressures [1] - The company emphasizes that the final pricing remains at the discretion of the dealers, which suggests a level of flexibility in pricing strategy [1] - This move may reflect BMW's efforts to maintain brand positioning and profitability in a competitive automotive market [1]

Core Viewpoint - BMW has initiated a significant price adjustment for 31 models in China, with reductions generally exceeding 10%, and some models seeing cuts of over 20% [1][3]. Group 1: Price Adjustments - The price adjustments affect both gasoline and electric vehicles, with flagship models like the i7M70L seeing a reduction of 301,000 yuan, dropping from 1,899,000 yuan to 1,598,000 yuan, a decrease of 16% [1][2]. - The entry-level 735Li model's price has been reduced from 919,000 yuan to 808,000 yuan, a 12% decrease, while the X1 series has seen reductions of 19% and 18% for different variants [1][2]. - After the price adjustments, 10 out of the 31 models will have suggested retail prices below 300,000 yuan, up from only 3 models previously [3]. Group 2: Market Context - BMW's price cuts are described as a strategic response to market dynamics rather than a price war, emphasizing long-term value and product upgrades [4]. - In the first three quarters of 2025, BMW's deliveries in China fell by 11.2% year-on-year, with significant declines in sales for key models like the X5 and 5 Series [4]. - The company reported a revenue decline of 5.6% year-on-year for the first three quarters of 2025, with a total revenue of 999.99 billion euros [5]. Group 3: Competitive Landscape - Competitors such as Mercedes-Benz and Audi have not yet followed BMW's lead in price reductions [6]. - The recent government subsidies for vehicle replacements may influence consumer purchasing behavior and market dynamics in 2026 [8][9].

Core Viewpoint - BMW is adjusting the suggested retail prices of 31 key models in China, with reductions ranging from 4% to 24%, in preparation for the launch of its "new generation" vehicles in 2026 [1][4]. Group 1: Price Adjustments - The number of models priced below 300,000 yuan has increased from 3 to 10, indicating BMW's strategy to compete for market share traditionally held by joint venture brands and mainstream domestic electric vehicle manufacturers [2]. - The price of the 225L M Sport version has dropped to 208,000 yuan, positioning it competitively against high-end models from Chinese brands [2]. - Electric vehicles are seeing the most significant price cuts, with the iX1 eDrive25L experiencing a 24% reduction, and the i7 M70L seeing a price drop of 301,000 yuan [2]. Group 2: Market Strategy - The price reductions for the X1 and iX1 models, with fuel versions dropping by 18-19% and electric versions by 24%, reflect the intense competition in the 200,000 to 300,000 yuan SUV market [2]. - The flagship models 735Li and 740Li have been repositioned to the 800,000 to 900,000 yuan range, indicating a response to the pressure from domestic luxury brands [3]. - BMW's price adjustments are seen as a move to clarify and standardize dealer discounts, enhancing transparency in pricing [3][5]. Group 3: Future Positioning - The price cuts are intended to clear out inventory of older technology platforms and create mental space for consumers ahead of the new generation models, which will feature advanced sixth-generation electric drive technology [4][6]. - By lowering the price floor for electric vehicles, BMW aims to maintain market share and visibility in China, ensuring that consumers continue to consider BMW when making purchasing decisions [6]. - The adjustments reflect a shift from a focus on brand premium to a product-driven strategy, emphasizing long-term growth over short-term profits in the evolving Chinese market [6].

Core Viewpoint - BMW's recent price cuts in China are a strategic response to declining market performance, aiming to maintain market share amid increasing competition and changing consumer preferences [1][3][4] Group 1: Price Adjustments - BMW has officially reduced prices on 31 key models, with flagship electric model i7M70L seeing a drop of 301,000 yuan, from 1,899,000 yuan to 1,598,000 yuan [1] - The domestic M235L model has fallen below 300,000 yuan for the first time, while the 2 Series four-door coupe has reached a new low of 208,800 yuan [1] - The price cuts are unprecedented in the luxury car market, with significant reductions on electric models like iX1eDrive25L, which dropped by 71,900 yuan (24%), now starting at 228,000 yuan [2] Group 2: Market Performance - BMW's sales in China for the first three quarters of 2025 totaled 465,000 units, a year-on-year decline of 11.2%, representing 26% of global sales [3] - The X5 model, once a market leader, saw sales plummet to 5,498 units in October 2025, ranking 12th, while the 5 Series sold fewer than 8,000 units in August 2025, trailing behind Audi A6L [3][4] Group 3: Competitive Landscape - The rise of new energy vehicle brands like Li Auto and NIO is reshaping consumer perceptions of luxury cars, diminishing the traditional brand premium [4] - The penetration rate of new energy passenger vehicles reached 53.6% in the first 11 months of 2025, indicating a shift from policy-driven to market-driven dynamics [5] - Other luxury brands, such as Mercedes-Benz, are also facing sales pressures, with a 14% decline in the first half of 2025, prompting them to initiate price cuts on key models [5]

格隆汇1月3日｜据智通财经，宝马最高降价30万元？M系性能轿跑低至2字开头？新年伊始，一则宝马 多款车型降价的消息引发广泛关注，消息称降幅最高达24%。对此致电多家宝马4S店询问。工作人员表 示，确实接到了官方关于建议零售价调整的通知，新价格自2026年1月1日起正式执行。元旦期间，多家 宝马4S店内客流量与往日相比略有提升，展厅内陈列有序，多位销售顾问正按流程接待客户。 关于网络上热议降价的问题，以消费者身份进行咨询，销售解释称："我们也是刚刚接到厂家的最新价 格通知。但需要说明的是，这次主要调整的是厂家建议零售价，也就是对外公布的官方报价。其实最终 优惠下来，客户实际支付的落地价格，和去年年底购买同款车型时的价格是差不多的。你可以理解为， 原先的指导价和终端优惠价之间的差距很大，现在这个差距缩小了。""这次调价并不是网上说的又要打 价格战了。"在另一家宝马经销商处，销售也给出了类似的说法："因为指导价下调了，所以表面上看起 来的优惠幅度就没以前那么夸张了，但终端价格和以前相比波动并不大。" ...

Core Viewpoint - BMW is adjusting the suggested retail prices of multiple models in China, with reductions reaching up to 30,000 yuan and an average decrease of over 10% across various models, effective from January 1, 2026 [3][4][5]. Price Adjustment Details - The price adjustments include flagship and entry-level models, with specific reductions such as the 735Li from 919,000 yuan to 808,000 yuan (12% decrease) and the iX1 eDrive25L from 299,900 yuan to 228,000 yuan (24% decrease) [6][7][8]. - The entry-level performance car M235L also sees a significant drop from 363,900 yuan to 298,000 yuan, representing an 18% decrease [9]. Market Impact and Consumer Perception - Despite the official price reductions, dealers indicate that the actual transaction prices have not changed significantly, suggesting that the adjustments primarily affect the suggested retail prices rather than the final sale prices [11][15]. - The adjustments are seen as a rational recalibration rather than a price war, with dealers confirming that the final prices remain similar to those at the end of the previous year [11][15]. Rationale Behind Price Adjustments - The adjustments aim to alleviate pressure on dealers by aligning the suggested retail prices more closely with actual market prices, thus improving the overall health and stability of the sales system [17]. - BMW emphasizes a long-term strategy focused on providing higher value and competitive product experiences, rather than short-term profit maximization [17].

Core Viewpoint - BMW China has announced significant price adjustments for over 30 models, with some flagship models seeing reductions of more than 300,000 yuan, indicating a strategic response to market dynamics rather than a price war [1][2][4]. Price Adjustments - The flagship model i7 M70L has been reduced from 1,899,000 yuan to 1,598,000 yuan, a decrease of 301,000 yuan, representing a 15.9% drop [1][4]. - The entry-level model iX1 eDrive25L's price has decreased from 299,900 yuan to 228,000 yuan, a reduction of 71,900 yuan, which is a 24% decrease [1][4]. - A comprehensive list of price changes includes models such as 735Li, 740Li, and various X and M series, with reductions ranging from 7,000 to over 300,000 yuan [3][6]. Strategic Rationale - BMW emphasizes that the price adjustments are part of a value upgrade for certain products, reflecting a proactive adjustment of product strategy in response to market conditions [2][5]. - The company aims for long-term sustainable development rather than short-term profit, focusing on enhancing consumer value through improved comfort, aesthetics, and digital features [2][5].

Core Viewpoint - BMW China will adjust the suggested retail prices of several key models starting January 1, 2026, with some models seeing price reductions of over 300,000 yuan, aiming to enhance brand affinity and market competitiveness through a "systematic value upgrade" strategy [1]. Price Adjustments - The price adjustments are extensive, affecting both flagship and entry-level models, with reductions generally exceeding 10%. For instance, the flagship model i7M70L will see a price drop of 301,000 yuan from 1,899,000 yuan to 1,598,000 yuan, a decrease of 16% [1]. - The model iX1eDrive25L will have the highest reduction, with its price dropping from 299,900 yuan to 228,000 yuan, a decrease of 24% [1]. - The fuel version of the X1 will also see price cuts, with the X1 xDrive25Li's price dropping from 349,900 yuan to 288,800 yuan (18% reduction) and the X1 sDrive25Li from 316,900 yuan to 258,000 yuan (19% reduction) [1]. - The entry-level 735Li of the 7 Series will see its price reduced from 919,000 yuan to 808,000 yuan, while the 740Li will drop from 1,069,000 yuan to 938,000 yuan, both reflecting a 12% decrease [1]. Market Context - As of January 2026, 16 automotive brands have announced limited-time promotional policies, affecting nearly 70 models, indicating a broader trend in the automotive market [2].

Group 1 - BMW has significantly reduced the suggested retail prices for 31 key models, with 24 models seeing a decrease of over 10% and 5 models over 20%, including the iX1 eDrive25L with a maximum drop of 24% [1][3] - The highest price reduction is for the BMW i7 M70L, amounting to 301,000 yuan, while the lowest priced model, the BMW 225L M Sport Package, has dropped from 259,900 yuan to 208,000 yuan, making it competitive with many domestic SUVs [1][3] - A total of 16 automotive brands have announced promotional policies for January, affecting nearly 70 models, which include direct price cuts, cash discounts, and various subsidies [1] Group 2 - BMW China clarified that the price adjustment is not a "price war" but a proactive response to market dynamics and a value upgrade for certain products [3] - The company emphasizes a long-term development strategy focused on providing higher value and competitive product experiences, rather than short-term profit maximization [3]