宝马大幅降价的阳谋

Core Viewpoint - BMW has adjusted the official guide prices of several models, with some reductions reaching up to 300,000 yuan, but the actual transaction prices have not significantly decreased, indicating a strategic response to market dynamics rather than a price war [1][2][3]. Group 1: Price Adjustments - The flagship electric model i7 M70L has seen a price drop of 30.1%, now priced at 1.598 million yuan, while the 7 Series and other fuel models have been reduced by approximately 12%, with the lowest starting price dropping to 208,000 yuan [2]. - Despite the official price reductions, actual transaction prices have not changed significantly, with some dealers reporting only a 10,000 yuan decrease in the 7 Series and X6 models [2][3]. - The price adjustments aim to alleviate the "price inversion" issue faced by dealers, where the actual selling price is lower than the manufacturer's suggested price, thus improving dealer profitability [3]. Group 2: Market Dynamics - BMW's price adjustments reflect the increasing pressure from domestic high-end electric vehicle brands, which have captured a significant market share, with Chinese brands accounting for nearly 70% of passenger car sales and over 80% in the high-end electric vehicle segment [4]. - BMW's sales in China have declined, with a reported 11.2% drop in cumulative sales to 465,000 units, making it the only major market to experience a double-digit decline [2][4]. - The traditional luxury car market is undergoing a transformation, with BMW's historical advantages being eroded by new entrants offering advanced technology and features [5]. Group 3: Strategic Responses - BMW is focusing on technological transformation to address competitive pressures, showcasing new technologies such as the sixth-generation eDrive system and a long-wheelbase version of the BMW iX3, which is set to be produced in Shenyang in 2026 [5]. - The company is also restructuring its dealer network, with plans to complete this by mid-2026, which includes converting some sales points to service-only locations [3]. - Analysts suggest that BMW's price cuts may dilute its brand value and identity, emphasizing the need for the company to enhance its electric and intelligent branding to avoid a detrimental cycle of "price for volume" [6].