Core Viewpoint - The luxury car market is experiencing significant challenges in 2026, with traditional luxury brands struggling to maintain their status as the definition of luxury evolves [4][5][6]. Group 1: Price Adjustments and Market Dynamics - BMW has implemented substantial price reductions across 31 models, with 24 models seeing price cuts exceeding 10% and 5 models over 20%, including the i7 M70L, which dropped by 301,000 yuan [7]. - Despite these reductions, core volume models like the 3 Series, X3, and X5 did not see similar price adjustments, indicating that the most popular models remain relatively stable in pricing [8]. - BMW's official stance is that these price changes are not a "price war" but rather a strategic response to market dynamics, aiming for long-term growth rather than short-term profits [9]. Group 2: Impact on Dealers and Sales - The price adjustments have provided tangible benefits to dealers by reducing the discrepancy between suggested retail prices and actual transaction prices, alleviating cash flow pressures [10]. - BMW's revenue for the first three quarters of 2025 fell by 5.6% to 99.999 billion euros, with a net profit decline of 6.9%, and new car deliveries in China dropped by 11.2% [11]. Group 3: Competitive Landscape and Market Share - The luxury car market is seeing a shift as new energy vehicle brands gain traction, with brands like AITO surpassing traditional luxury brands in sales, indicating a significant market share loss for established players [18]. - The market segment priced between 300,000 to 500,000 yuan has seen domestic brands increase their share from under 10% in 2020 to over 40% by 2025, signaling a breakdown of the traditional luxury pricing structure [18]. Group 4: Technological Advancements and Consumer Preferences - New energy brands are leveraging technological advantages, such as advanced driving assistance and smart cabin features, which are reshaping consumer expectations of luxury [19][20]. - Traditional luxury brands are responding by collaborating with tech companies to develop smart driving systems tailored to local needs, while also launching new electric models [20].
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