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 [3][29]. Group 1: Price Reductions and Market Dynamics - The "34C" models have seen their prices drop below 200,000 yuan, with some models like the Mercedes-Benz C200L being quoted as low as 167,400 yuan in Beijing [8][4]. - The price cuts are most pronounced for the Mercedes-Benz C-Class, which has seen its prices nearly halved compared to the original MSRP [7][8]. - Audi A4L's entry-level model has also dropped below 200,000 yuan, with some regions reporting prices as low as 180,000 yuan, although high-end models remain above 230,000 yuan [14][15]. - BMW is facing challenges with sales despite price reductions, as consumers prefer higher-powered models like the 330Li over the lower-priced 325Li [19][21]. Group 2: Sales Performance and Dealer Challenges - Sales figures for 2024 show a significant decline for the "34C" models, with Mercedes-Benz C-Class sales dropping by 16% and Audi A4L by 27% in 2025 [31]. - A majority of luxury car dealerships are struggling to meet sales targets, with 64.9% failing to achieve their goals in the first half of the year [32]. - The financial pressure on dealers has led to reports of dealership closures and ownership changes, indicating a challenging market environment [31][32]. Group 3: Brand Value and Consumer Perception - The aggressive price cuts risk diluting the brand value of BBA (BMW, Benz, Audi), as consumers may no longer perceive these brands as luxury options if prices continue to fall [30][29]. - The article notes that while consumers may enjoy lower prices, the long-term impact on brand perception could lead to decreased interest in high-end models [30][29]. - The shift in consumer preferences towards more technologically advanced and identity-affirming vehicles at similar price points poses a threat to BBA's market share [30][29]. Group 4: Strategic Responses and Future Outlook - In response to market pressures, BBA is focusing on reducing low-end product lines and enhancing their offerings with new models and technology [43][46]. - Audi is launching several new models in 2025, including the A5L and electric vehicles, to regain market traction [47][48]. - BMW and Mercedes are also collaborating with tech companies to improve their digital services and vehicle technology, aiming to enhance their competitive edge in the evolving market [49][51].
20万的BBA，不能再降了