宝马新X3，不到25万了

Core Viewpoint - The article discusses the significant price drop of the BMW X3, a once-popular SUV model, due to intense market competition and changing consumer expectations, leading to a shift in sales strategies by BMW [2][11][18]. Price Drop Analysis - The price of the 2025 BMW X3 has decreased dramatically, with the entry price dropping from around 400,000 yuan to approximately 250,000 yuan [4][5]. - The 2025 models currently available include the 25L Luxury Edition, 30L Leading Edition, and 30L Premium Edition, with suggested retail prices of 349,900 yuan, 399,900 yuan, and 449,900 yuan respectively [5]. - Discounts have been reported across various regions, with the 25L Luxury Edition's price falling to 247,900 yuan in Suzhou, and the final prices for the 30L Leading Edition and 30L Premium Edition reaching 312,800 yuan and 350,700 yuan respectively [5][7]. Sales Performance - The sales performance of the new BMW X3 has been underwhelming, with monthly sales figures from February to June 2025 showing a decline compared to the previous year [15][16]. - In contrast, competitors like the Mercedes-Benz GLC and Audi Q5L have maintained stronger sales figures during the same period [15][16]. Market Dynamics - The article highlights that the automotive market is increasingly competitive, with the introduction of high-end electric vehicles adding pressure on traditional luxury brands like BMW [16][18]. - The end of the "high interest, high return" policy for automotive financing is expected to impact pricing strategies, as dealers may need to offer larger discounts to attract buyers [18]. Strategic Changes - BMW is undergoing a strategic shift in its sales approach, with a focus on balancing price reductions to maintain sales volume while preserving brand value [23][24]. - The company has appointed a new CEO for its Chinese operations, emphasizing a financial background to better navigate the current market challenges [24][25]. Investment in Innovation - Despite facing financial pressures, BMW continues to invest heavily in research and development, with a record budget of 9.1 billion euros for 2024, indicating a commitment to innovation in electric and intelligent vehicle technologies [27].