Core Insights - The three major German luxury car brands, BBA (Benz, BMW, Audi), are experiencing a collective downturn in the global luxury car market, with significant declines in sales, particularly in China [1][2][3]. Group 1: Sales Performance - BMW Group's global sales for 2025 are projected at 2.4637 million units, a slight increase of 0.5% year-on-year [1]. - Mercedes-Benz Group's global sales are expected to be 2.16 million units, reflecting a 10% decline year-on-year [3]. - Audi's global sales are forecasted at 1.6236 million units, down 2.9% compared to the previous year [7]. Group 2: Market Trends in China - In the Chinese market, BMW's sales are expected to drop by 12.5% to 625,500 units, while Mercedes-Benz's sales are projected to decline by 19.5% to 575,000 units, and Audi's sales are anticipated to decrease by 5% to 617,500 units [1][3][12]. - The combined sales decline for BBA in China is nearly 260,000 units compared to 2024, indicating a significant shift in market dynamics [2][12]. Group 3: Electric Vehicle Transition - The penetration rate of new energy vehicles in China has surpassed 50%, leading to a dramatic change in market structure, with domestic brands increasingly capturing the traditional price range of 300,000 to 500,000 CNY that BBA has dominated [2][12]. - Mercedes-Benz's electric vehicle sales for 2025 are projected at 197,300 units, down 4% year-on-year, highlighting challenges in adapting to the electric vehicle market [3]. - BMW's electric vehicle deliveries reached 642,100 units in 2025, a growth of 8.3%, making it the only brand among BBA to show positive sales growth [10]. Group 4: Product Strategy and Challenges - Mercedes-Benz's EQE SUV, launched in 2022, saw a significant decline in sales, with only 4,432 units sold in 2025, down over 39% from the previous year, indicating issues with product acceptance [4]. - Audi's Q6L e-tron, a key model in its electric lineup, had a modest sales figure of 3,201 units, reflecting the brand's struggle to establish a strong presence in the electric vehicle market [9]. - BMW plans to introduce approximately 20 new models in China by 2026, including a new generation BMW iX3, to enhance its competitive edge in the rapidly evolving market [11].
BBA中国市场销量齐降一年少卖26万辆 电动化转型滞后露“短板”无爆款车型