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% [1][3] - This price adjustment is part of a broader trend in the automotive market, with multiple brands like Volvo, NIO, and Xiaomi also offering limited-time purchase incentives, contributing to a "price reduction wave" at the start of the year [1][7] - The adjustments reflect a complex interplay of pricing strategies, dealer survival, and consumer expectations, especially in light of new tax policies and trade-in incentives [1][9] Pricing Strategy - The price cuts 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][4] - Following the announcement, foot traffic in dealerships increased by over two times, although actual purchase intentions varied among consumers [3][4] - Despite the official price reductions, terminal prices have not significantly decreased, as dealers are reducing discounts to maintain brand image [3][4] Market Dynamics - BMW's price cuts come amid declining sales in China, with a reported 11.2% year-on-year drop in sales for the first three quarters of 2025, making it the only major market for BMW to experience double-digit declines [4][10] - The proactive price reduction by BMW may trigger a chain reaction in the luxury car market, with competitors like Mercedes and Audi also considering price adjustments or enhancements to their models [4][10] - The rise of domestic brands has significantly altered market dynamics, with Chinese brands capturing nearly 70% of passenger car sales and over 80% in the high-end new energy market [4][10] Consumer Behavior - Consumer reactions to the price cuts are mixed, with some valuing BMW's brand and driving experience, while others express concerns over the technology and features compared to domestic electric vehicles [3][4] - The introduction of new policies, such as trade-in subsidies, has positively influenced consumer confidence, leading to increased dealership traffic and inquiries about trade-in options [9][10] Industry Outlook - The current pricing adjustments signify a shift in the automotive market towards a more complex competitive landscape, where brands must leverage technology, product offerings, and customer service in addition to pricing [10] - The adjustments reflect a broader sensitivity to policy changes and a rapid response from the industry, indicating a transition towards a more mature market environment [10]