Core Viewpoint - The traditional luxury car brands, particularly BBA (BMW, Benz, Audi), are losing their appeal in the face of the new energy wave, as evidenced by their declining sales figures in the Chinese market, which is their largest single market [1][4]. Sales Performance - In 2025, BMW led with global sales of 2.4637 million units, a slight increase of 0.5% year-on-year; Mercedes-Benz sold 2.16 million units, down 10%; and Audi sold 1.6236 million units, down 2.9% [1]. - In China, BMW's sales fell to 625,500 units, a decrease of 12.5%; Mercedes-Benz's sales dropped to 575,000 units, down 19%; and Audi's sales decreased to 617,500 units, down 5% [1]. Market Dynamics - BMW's sales in China have been on a continuous decline, dropping from 825,000 units in 2023 to 714,500 units in 2024, and further to 625,500 units in 2025, resulting in a loss of approximately 200,000 units over two years [3]. - Mercedes-Benz's sales have seen a steeper decline, falling from a peak of 774,000 units in 2020 to 575,000 units in 2025 [3]. Strategic Challenges - The decline in sales is attributed to the slow transition to electrification and a weakening brand premium. BBA must reassess its strategy in China as its traditional competitive advantages are being challenged [4]. - The luxury segment's core models, such as the BMW 3 Series, Mercedes-Benz C-Class, and Audi A4L, are facing significant threats, with the 300,000 to 400,000 yuan price range seeing a market decline of 19.2% and 15% respectively [6]. Electric Vehicle Market - In 2025, China's new energy vehicle sales reached 13.875 million units, with a penetration rate of 54%, while the traditional fuel vehicle market shrank by 4% [7]. - BBA's presence in the electric vehicle market is weak, with Mercedes-Benz selling 168,800 pure electric vehicles (11% of total sales), BMW selling 642,100 (26%), and Audi delivering 223,000 (with a 36% increase) but lacking significant brand impact [7]. Competitive Landscape - Chinese high-end new energy brands are rapidly gaining market share, with brands like Hongmeng Zhixing and Li Auto each surpassing 400,000 units in sales, posing a significant challenge to BBA [7]. - The shift in dealership channels reflects the changing market dynamics, with many traditional luxury brand dealers transitioning to domestic new energy brands due to declining profitability [7]. Strategic Responses - BBA views 2026 as a critical year for transformation. BMW plans aggressive price cuts across 31 models, with reductions exceeding 10% for 24 models and over 20% for 5 models, aiming to stabilize its dealer network and support its electric vehicle transition [10]. - BMW is also set to launch around 20 new models in 2026, focusing on next-generation electric technologies [11]. - Mercedes-Benz is emphasizing product upgrades and smart technology, planning to introduce over 15 new and updated models in 2026 [11]. - Audi aims to enhance its local strategy with new models and technology partnerships, marking 2026 as a significant year for product development [11]. Localization Strategy - BBA is shifting from a "global car" approach to a "China customization" strategy, recognizing the need for localized development to meet the rapidly evolving demands of the Chinese market [12]. - Positive changes are occurring, such as increased involvement of Chinese teams in the development of new technologies, although these efforts are still in the exploratory phase [13].
奔驰、宝马、奥迪在华销量集体下滑，开启自救