最高直降30万元？宝马领衔，2026开年车市上演“花式”调价

Core Insights - BMW China has officially adjusted the prices of over 30 models, with reductions generally exceeding 10%, and the iX1 eDrive25L seeing a significant drop of 24% [2][3] - This price adjustment is part of a broader trend in the automotive market, with multiple brands like Volvo, NIO, Xiaomi, and Wuling also offering limited-time purchase incentives, contributing to a "price reduction wave" at the start of the year [2][6] Group 1: Price Adjustments and Market Reactions - The price adjustments by BMW include flagship and entry-level models, with the iX1 eDrive25L's price dropping from 299,900 yuan to 228,000 yuan, and the 735Li from 919,000 yuan to 808,000 yuan, a reduction of 12% [3] - Following the announcement, foot traffic in many dealerships increased by over two times, with significant rises in phone inquiries and test drive appointments [3] - Despite the increase in customer visits, actual purchase intentions varied, with some consumers expressing concerns about the value proposition compared to domestic electric vehicles, while others were attracted by BMW's brand value and driving experience [3] Group 2: Dealer Challenges and Market Dynamics - Although the official prices have been lowered, terminal prices have not shown significant relaxation, as dealers are facing ongoing operational pressures due to a "price inversion" situation where actual selling prices are lower than manufacturer suggested retail prices [3] - BMW's sales in China have faced challenges, with cumulative sales of 465,000 units in the first three quarters of 2025, a year-on-year decline of 11.2%, making it the only major market for BMW to experience a double-digit drop [4] Group 3: Competitive Landscape and Strategic Adjustments - BMW's proactive price cuts may trigger a chain reaction in the luxury car market, with brands like Mercedes-Benz and Audi reportedly considering price reductions or enhancements to their main models [5] - The rise of domestic brands has significantly altered the market landscape, with Chinese brands capturing nearly 70% of passenger car sales and over 80% in the high-end electric vehicle segment priced above 300,000 yuan [5] - Analysts suggest that BMW's price adjustments may lower the purchase threshold and increase attention, but long-term brand premium and identity recognition could be diluted [5] Group 4: Broader Market Trends and Consumer Behavior - The automotive market in early 2026 is characterized by various brands and forms of price adjustments, with companies like Volvo and NIO offering tax rebates and attractive financial plans to stimulate sales [6][9] - Despite the increase in costs due to tax policy changes, consumer demand has shown resilience, with many dealerships reporting high foot traffic and interest in trade-in subsidies [6][9] - The current promotional wave in the automotive market reflects a complex interplay of traditional luxury brands' aggressive pricing strategies and the industry's rapid response to policy changes, indicating a shift towards a more mature competitive landscape [9]