Core Insights - The German luxury car trio, BMW, Mercedes-Benz, and Audi (BBA), is facing unprecedented challenges in the transition to electric and intelligent vehicles, particularly in the Chinese market [2][7] - BBA is launching a comprehensive counterattack by collaborating with local tech firms, introducing electric models tailored for Chinese consumers, and enhancing their retail strategies [2][4][7] Intelligent Technology Development - BMW has partnered with Momenta to develop a China-specific intelligent driving solution, while Mercedes-Benz and Audi have also engaged with Momenta and Huawei, respectively [3] - BBA's strategies reflect different paces and considerations in their transformation, with Audi's collaboration with Huawei being the most extensive [3] - Sales data indicates a significant decline in BBA's performance in China, with BMW's sales down 15.5%, Mercedes-Benz down 14%, and Audi down 16.78% in early 2025 [3] Electric Vehicle Strategy - BBA is intensifying its electric vehicle (EV) offerings, with Mercedes-Benz planning to launch 10 pure electric models in the next two years, and BMW's Neue Klasse platform set to produce its first model in China by 2026 [4] - The electric vehicle strategy shows strong localization, with tailored designs and features for the Chinese market [4] - Despite maintaining a leading position in the fuel vehicle market, BBA's share in the 300,000 yuan and above segment has dropped from 72% in 2021 to 39% in 2025 [4] Channel and Service Innovation - BBA is transforming its retail strategies to enhance customer experience, with initiatives like Mercedes-Benz's EQ experience center and BMW's future mobility experience center [4] - The traditional dealership model is being re-evaluated to meet the demands of the electric vehicle era [4] Competitive Challenges - BBA faces significant challenges in building sustainable competitive advantages, including high costs, changing consumer perceptions, and the need for an integrated ecosystem [5][6] - The cost of BBA's electric models is generally 20% higher than that of domestic brands, with specific examples highlighting the cost disparity [6] - Consumer preferences are shifting towards intelligent technology, with 47% of younger buyers prioritizing smart features over brand prestige [6] Strategic Adjustments - BBA is adjusting its strategies in China by empowering local teams and establishing design centers to better understand consumer preferences [6][7] - These strategic shifts reflect a deeper recognition of the Chinese market, although the effectiveness of these changes will take time to assess [6][7]