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].
出行观｜宝马2026年第一天的官降，是为新世代车型清场？