Core Viewpoint - The article discusses the significant decline in sales of traditional luxury car brands (BBA: BMW, Benz, Audi) in China for 2025, attributing this downturn to the rise of domestic electric vehicle brands and changing consumer preferences [6][9]. Group 1: Sales Performance - In 2025, the sales figures for BBA in China were as follows: BMW (including MINI) sold 625,500 units, down 12.5%; Audi (from FAW and SAIC) sold approximately 617,000 units, down 5%; and Mercedes-Benz (including commercial vehicles) sold 575,000 units, down 19% [6][8]. - The collective decline in sales for BBA is not seen as a short-term fluctuation but rather a structural loss due to the surge in new energy vehicles, with the penetration rate nearing 60% and domestic brands capturing 65% of the market share [9]. Group 2: Market Dynamics - The article highlights that the traditional luxury brands are struggling to maintain their market position as consumers shift away from brand loyalty, with BBA's user intent loyalty dropping below 18% in 2025 [13][14]. - The competition from new energy brands like NIO, Li Auto, Tesla, and Xiaomi is evident, with a significant percentage of their potential repeat customers coming from former BBA users [14]. Group 3: Strategic Responses - BMW has initiated price cuts on over 30 models to attract customers, with the entry-level electric iX1 dropping to 187,500 yuan, but the effectiveness of this strategy in boosting sales remains uncertain [10][11]. - Audi plans to launch new models like the A6L e-tron and E7X in 2026 to address its technological shortcomings, while Mercedes-Benz aims to introduce 15 new models, including a locally produced electric GLC [16][18]. - BMW's upcoming iX3, set to launch in late 2026, will feature advanced technology and pricing will be crucial for its success in the new energy market [17].
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