9个月销量缩水近6万辆，宝马“最猛降价”还管用吗？

Core Viewpoint - BMW China has initiated a significant price reduction across over 30 models, marking one of the most aggressive official price cuts in the past 30 years in China, which they describe as a "systematic value upgrade" as part of their strategy "for China, in China" [1][9]. Price Reduction Details - The price adjustment affects 31 key models, with most reductions exceeding 10%, and 24 models seeing cuts over this percentage, while 5 models have reductions greater than 20% [3]. - The largest price drop is for the i7 M70L, which decreased by 301,000 yuan, while the iX1 eDrive25L saw a reduction from 299,900 yuan to 228,000 yuan, a drop of 24% [4]. - The BMW 7 Series has also seen significant price adjustments, with the entry-level 735Li dropping from 919,000 yuan to 808,000 yuan (12% reduction) and the 740Li from 1,069,000 yuan to 938,000 yuan (12% reduction) [8]. Market Context - BMW's sales in China have declined significantly, with 465,400 vehicles delivered in the first three quarters of 2025, a year-on-year decrease of 11.2%, equating to a drop of 58,800 vehicles compared to the same period in 2024 [12]. - The price cuts occur amid a broader industry trend, with 16 automotive brands announcing promotional policies affecting nearly 70 models as of January 2, 2026 [12]. Strategic Implications - BMW officially denies that the price cuts are part of a "price war," framing them instead as a proactive response to market dynamics and an effort to alleviate pressure on dealers [9][10]. - Analysts suggest that the restructuring of pricing strategies may help maintain the health and stability of the sales system by allowing manufacturers to share some profit margins with dealers [10]. - The extensive nature of the price adjustments indicates a new competitive phase in the luxury car market, putting pressure on competitors to respond [16]. Industry Trends - The automotive market is expected to slow down in 2026, with multiple factors contributing to increased pressure on domestic demand growth [13]. - The traditional luxury car market is undergoing a transformation, with the rules of engagement being rewritten as transparency in pricing increases and high initial price settings become less viable [18][19].