Core Viewpoint - The luxury car market is experiencing significant price reductions, with brands like BMW and Mercedes-Benz launching cost-cutting models to remain competitive in a changing market landscape [3][11][30]. Group 1: Price Reductions and Market Dynamics - BMW's new 5 Series has seen a drastic price drop, with the base model now priced at approximately 260,000 yuan, down from 430,000 yuan a year and a half ago [9][12]. - The sales of the BMW 5 Series have increased for four consecutive months, with May sales reaching 11,000 units, surpassing competitors like the Mercedes-Benz E-Class [12][19]. - The luxury car segment is facing intense competition, leading to a reduction in quality standards as brands strive to lower costs [13][29]. Group 2: Cost-Cutting Measures - BMW is actively seeking to reduce costs by renegotiating supplier contracts, indicating a shift in focus from quality to price [20][21]. - Mercedes-Benz is also under pressure to cut costs, with a reported 43% decline in net profit in Q1 2025, prompting a reevaluation of supplier partnerships [25][27]. - The luxury brands are now considering local suppliers to reduce costs, which may impact the quality of components traditionally associated with luxury vehicles [24][28]. Group 3: Market Positioning and Consumer Preferences - The luxury car market is increasingly misaligned with consumer demands, as traditional luxury vehicles are primarily designed for European markets rather than adapting to local preferences in China [31][34]. - The rise of domestic brands has intensified competition, forcing luxury brands to rethink their product definitions and market strategies [39][46]. - Consumers in China are shifting towards more practical and comfortable vehicles, such as multi-functional SUVs, which are increasingly favored over traditional luxury sedans [40][42]. Group 4: Future Challenges for Luxury Brands - Luxury brands must adapt to changing consumer preferences and market dynamics to avoid further declines in sales and profitability [44][47]. - The globalized nature of luxury brands presents challenges in balancing a unified brand image with the need to cater to local market demands [47][48]. - The current generation of luxury vehicles, such as the eighth-generation BMW 5 Series, symbolizes the end of an era for traditional luxury cars, highlighting the need for innovation and adaptation [48].
最后一代「纯血」豪华车，卖给了情怀客