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]
宝马大降价，“以前想都不敢想”