Core Viewpoint - The article discusses the significant price reductions of the "34C" models (BMW 3 Series, Audi A4L, and Mercedes-Benz C-Class) amidst a price war in the automotive industry, highlighting the challenges and implications for luxury brands in maintaining their market position and brand value [2][14]. Group 1: Price Reduction Details - The current lowest prices for the "34C" models have dropped below 200,000 yuan, with specific examples showing the Mercedes-Benz C200L priced at 167,400 yuan in Beijing, a significant reduction from its original price of 334,800 yuan [5][12]. - Audi A4L's entry-level model has also seen prices fall below 200,000 yuan, with some regions reporting prices as low as 180,000 yuan, although higher-end models remain above 230,000 yuan [7][12]. - BMW's 325Li has reportedly dropped below 200,000 yuan, but actual sales remain low as consumers prefer higher-powered models like the 330Li [8][12]. Group 2: Market Dynamics and Consumer Behavior - The price cuts have led to a decline in sales for the "34C" models, with projected sales for 2025 showing significant drops for the Mercedes-Benz C-Class and Audi A4L, with year-on-year declines of 16% and 27% respectively [15]. - Consumers are increasingly looking for higher-spec models or alternative brands, as the luxury appeal of the "34C" diminishes with lower pricing [14][15]. - The article notes that while the price reductions may attract buyers, they also risk diluting the brand's luxury image and could lead to a loss of market share to more innovative competitors [14][20]. Group 3: Strategic Responses from BBA - In response to the price war, BBA (BMW, Benz, Audi) is shifting focus away from low-end models, with plans to discontinue entry-level vehicles like the BMW 1 Series and Mercedes-Benz A-Class [20][21]. - BBA is also investing in new models and technology, with Audi planning to launch several new vehicles in the coming years, including the A5L and electric models under the AUDI brand [21][23]. - The companies are collaborating with tech firms to enhance their digital offerings and improve customer experience, indicating a strategic pivot towards innovation and technology integration [22][23].
20万的BBA，不能再降了