Core Insights - Mercedes-Benz and BMW are projected to have annual sales in China below 500,000 units by 2026, a level comparable to their sales in 2016 [2] - Both companies are experiencing a decline in sales for the second consecutive year, with Mercedes-Benz expected to sell 551,900 units in 2025, down 19%, and BMW 625,500 units, down 12.5% [2] - The competitive landscape is shifting, with domestic electric vehicle brands increasingly encroaching on the luxury segment, affecting traditional luxury brands [2][4] Sales Performance - Mercedes-Benz and BMW's sales in China have fluctuated over the past decade, with a notable decline in recent years [1] - In 2023, Mercedes-Benz sold 765,000 units, a slight increase of 1.8%, while BMW sold 824,900 units, up 4.2% [1] - The sales figures for 2025 indicate a significant drop compared to previous years, highlighting a concerning trend for both brands [2] Market Dynamics - The Chinese luxury car market is witnessing a resurgence in domestic brands, with several setting ambitious sales targets for 2026, such as Aito aiming for 500,000 units and Xpeng targeting 550,000 to 600,000 units [4] - The overall passenger car market in China is projected to reach 24.065 million units in 2025, reflecting a recovery from previous years [4] Strategic Initiatives - Mercedes-Benz plans to launch over 15 new models in 2026, focusing on both traditional and electric vehicles, while also enhancing collaborations with local tech companies [4][6] - BMW aims to introduce around 20 new products, including the iX3 long-wheelbase model, leveraging new electric platforms and advanced technologies [6] - Both companies face challenges in adapting to the rapidly changing market, as new domestic competitors continuously innovate [6]
奔驰宝马，销量目标退回十年前