今日，"宝马大降价""宝马7系降价约27万"相关话题冲上微博热搜第一。 《BUG》栏目通过江苏、浙江等地宝马4S店销售人员了解到。宝马在开年后迎来了较大的降价优惠， 以主流豪华车型5系为例，2025款宝马530Li尊享型M运动套装指导价52.59万元，裸车价能到31.37万 元，降价超过21万元，降幅达到40.3%，更有老款宝马7系其裸车价较指导价降幅超过40万元。 作为曾经豪华车市场的"标杆选手"，宝马在中国市场的地位一度不可撼动，但2025年，其遭遇了前所未 有的冲击。根据宝马集团公布的2025年财报数据，全年宝马在中国市场共售出625527辆BMW和MINI品 牌汽车，同比大幅下滑12.5%，较2023年的82.5万辆高点，两年间损失近20万辆，销量直接跌回7年前的 水平。一边是热搜榜上的疯狂降价，一边是持续下滑的销量数据，曾经不可一世的宝马，如今却被国内 新能源车企不断冲击。行业专家指出，产品结构不好，转型不及时，让宝马错过了中国新能源发展的窗 口期，如今的大幅降价，则是治标不治本的举措。 新款老款齐让利，多地4S店持续关闭 《BUG》栏目致电了江苏、浙江、上海等多地的宝马4S店，得到的答复均显示，宝 ...

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 文|《BUG》栏目 罗宁 今日，"宝马大降价""宝马7系降价约27万"相关话题冲上微博热搜第一。 《BUG》栏目通过江苏、浙江等地宝马4S店销售人员了解到。宝马在开年后迎来了较大的降价优惠， 以主流豪华车型5系为例，2025款宝马530Li尊享型M运动套装指导价52.59万元，裸车价能到31.37万 元，降价超过21万元，降幅达到40.3%，更有老款宝马7系其裸车价较指导价降幅超过40万元。 作为曾经豪华车市场的"标杆选手"，宝马在中国市场的地位一度不可撼动，但2025年，其遭遇了前所未 有的冲击。根据宝马集团公布的2025年财报数据，全年宝马在中国市场共售出625527辆BMW和MINI品 牌汽车，同比大幅下滑12.5%，较2023年的82.5万辆高点，两年间损失近20万辆，销量直接跌回7年前的 水平。一边是热搜榜上的疯狂降价，一边是持续下滑的销量数据，曾经不可一世的宝马，如今却被国内 新能源车企不断冲击。行业专家指出，产品结构不好，转型不及时，让宝马错过了中国新能源发展的窗 口期，如今的大幅降价，则是治标不治本的举措。 新款老款齐让 ...

Core Viewpoint - The significant drop in the Audi A3's terminal price below 100,000 yuan reflects a broader crisis in the luxury car market, driven by the rise of electric vehicles and changing consumer preferences [2][5]. Group 1: Price and Sales Trends - The Audi A3's official price was 203,100 yuan in 2023, but it has now fallen to 99,800 yuan in various regions, with some dealers offering "0 down payment + 3 years interest-free" financing options [2][7]. - Audi's sales have been declining since 2020, with projections indicating a drop to 54,700 units in 2024, a significant decrease from over 80,000 units sold annually between 2016 and 2019 [8][10]. - In 2025, Audi's sales in China were 617,500 units, down 5% year-on-year, marking a return to sales levels seen seven to eight years prior [8][12]. Group 2: Market Competition and Consumer Behavior - The decline in Audi A3's price is attributed to competition from electric vehicles like BYD Qin PLUS DM-i and Xpeng MONA, which offer advanced features at similar price points [14][15]. - The traditional brand premium associated with Audi has diminished, as consumers now prioritize technology and features over brand names, leading to a shift in purchasing behavior [16][17]. - The A3's sales increase has come at the expense of its sibling model, the Volkswagen Golf, indicating internal competition within the brand [19]. Group 3: Dealer Challenges and Brand Trust - Over 52% of Audi dealers are operating at a loss, with many closing or switching brands due to unsustainable business conditions [11][22]. - The pressure from the manufacturer to maintain high inventory levels has led to significant financial strain on dealers, further eroding trust in the brand [22][23]. - The collapse of dealer trust poses a more significant challenge than declining sales, as it affects long-term brand loyalty and consumer confidence [24]. Group 4: Strategic Responses and Future Outlook - Audi plans to phase out entry-level fuel vehicles like the A1 and A3 by 2026, focusing on electric vehicle platforms to improve cash flow and adapt to market changes [12][25]. - The introduction of the new Audi A6L, featuring Huawei's advanced driving systems, represents Audi's attempt to regain competitiveness in the smart vehicle market [25][27]. - The launch of a new brand under SAIC Audi aims to combine German engineering with Chinese innovation, reflecting a strategic pivot to meet evolving consumer demands [27]. Group 5: Broader Industry Context - The decline of the Audi A3 is part of a larger trend affecting the luxury car segment, with brands like Mercedes-Benz and BMW also experiencing significant sales drops [33]. - The luxury car market is undergoing structural changes, as electric vehicles eliminate traditional barriers to entry, leading to a reevaluation of brand value and consumer expectations [34][36]. - As product differentiation diminishes, consumers are increasingly focused on value for money rather than brand prestige, indicating a shift in the luxury market landscape [37][38].

Core Viewpoint - BMW Group announced a global recall of multiple vehicle models due to potential issues with the starter motor's electromagnetic switch, which may lead to starting difficulties and fire hazards [1] Group 1: Recall Details - The recall affects various BMW models, including the 2 Series Coupe, multiple versions of the 3 Series, 4 Series, 5 Series, 6 Series Gran Turismo, 7 Series, as well as the X4, X5, X6, and Z4 [1] - The issue is linked to starter relays produced between July 2020 and July 2022, with difficulties in precisely identifying the affected vehicles due to differing production and transportation cycles [1] - BMW advises owners not to leave vehicles unattended while the engine is running due to potential fire risks [1] Group 2: Historical Context - This is not the first large-scale recall for BMW related to starter motor issues; a previous recall occurred in the fall of 2025 due to water ingress leading to corrosion and fire risks [1]

Core Points - BMW Group announced a global recall of multiple vehicle series due to potential issues with the starter motor's electromagnetic switch, which may lead to difficulties in starting the vehicle and risks of short circuits [1] - The recall affects various models produced between July 2020 and July 2022, including the 2 Series Coupe, multiple versions of the 3 Series, 4 Series, 5 Series, 6 Series Gran Turismo, 7 Series, as well as the X4, X5, X6, and Z4 [1] - BMW advised owners not to leave their vehicles unattended while the engine is running due to potential fire hazards in extreme cases [1] Summary by Category Recall Details - The recall is initiated due to abnormal wear of the starter motor's electromagnetic switch, which can cause starting difficulties and may lead to overheating [1] - Affected vehicles include models produced from July 2020 to July 2022, with some vehicles potentially impacted if they had the problematic starter motor replaced during maintenance [1] Safety Concerns - There is a risk of short circuits and localized overheating of the starter motor, which could pose a fire hazard while driving [1] - BMW has recommended that vehicle owners take precautions by not leaving their engines running unattended [1]

Core Viewpoint - The traditional luxury car dealership model in China is experiencing a systemic failure, leading to a significant decline in sales and profitability for dealers, prompting a shift towards new energy vehicle brands and a reevaluation of business strategies [12][21][41]. Group 1: Current Market Conditions - As of early 2026, luxury car dealerships are facing an unusual calm, with fewer customers and sales consultants seen in showrooms compared to previous years [6][10]. - The luxury car market, once a profit haven, has seen a drastic decline, with major dealers like Guizhou Tongyuan Group and Dong'an Holdings facing severe operational issues, leading to a "delivery crisis" for brands like BMW and Porsche [15][16][20]. - Data from the China Automobile Dealers Association indicates that nearly 15,000 dealerships have closed from 2021 to 2025, marking a continuous decline in dealership numbers [20]. Group 2: Financial Struggles of Dealerships - In 2025, luxury brand dealers reported an average inventory coefficient of 1.33 and a new car gross profit margin of -23.6%, indicating severe financial distress [24][27]. - A significant 74.4% of dealers were losing money on each vehicle sold, with nearly half experiencing losses exceeding 15% [27]. - The traditional profit model, which relied on high-margin after-sales services, is collapsing as younger consumers turn to alternative service providers, leading to a drop in customer satisfaction and loyalty [30][34]. Group 3: Shift to New Energy Brands - Many struggling dealers are transitioning from traditional luxury brands to new energy vehicle brands, attracted by better profit margins and reduced inventory risks [37][41]. - In 2025, the proportion of luxury brand dealers transitioning to new energy brands reached 37%, with independent new energy vehicle dealers achieving a profitability rate of 42.9% [41][42]. - The shift is driven by new business models that eliminate inventory pressure and provide fixed commissions, allowing dealers to focus on sales without the burden of unsold stock [38][39]. Group 4: Traditional Brands' Response - Traditional luxury brands are reducing their dealership networks to focus on more efficient operations, with BMW and Mercedes-Benz planning to cut their dealership numbers significantly [44][45]. - The luxury car market has seen a decline of approximately 28% in high-end segments, prompting brands to engage in aggressive price cuts to support struggling dealers [48][50]. - Brands are investing in research and development and localizing products to adapt to changing market conditions, with plans for new model launches in 2026 [56][59]. Group 5: Future Directions - The future of luxury car dealerships lies in redefining their roles from sales centers to user operation centers, focusing on customer service throughout the vehicle lifecycle [70][72]. - Digital transformation is becoming essential, as consumers increasingly expect transparency and efficiency in their purchasing experiences [73][75]. - The success of dealerships in the coming years will depend on their ability to adapt to new market realities, including the integration of digital tools and improved customer engagement strategies [74][76].

1月份，无论是降价绝对金额还是降幅比例，2026年1月的数据均较2025年全年平均水平（降幅10.5%）有明显提升。 | | 乘用车新车降价的综 | 2020年 | 2021年 | 2022年 | 2023年 | 2024年 | 2025年 | 2025年 | 2026年 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | 合降价 | | | | | 汇总 | 1月 | 汇总 | 1月 | | 新能 | 新车陵业车载拉伦 | 15.4 | 23.0 | 21.0 | 21.5 | 18.8 | 13.7 | 19.5 | 25.3 | | 渡 | 降价幅度 | 1.3 | 2.1 | 2.9 | 2.3 | 1.9 | 1.9 | 2.1 | 3.8 | | | 降价比例 | 8.7% | 9.2% | 13.8% | 10.8% | 10.0% | 14.2% | 11.0% | 14.8% | | 常规 | 新车降价车型均价 | 14.6 | 22.5 | 19 | 19.8 | 17.2 | 14.9 | 17.8 | ...

乘联分会秘书长崔东树提供的最新数据显示，2026年1月份，总体乘用车市场中，新车降价车型均价24.8万元，降价力度算术平均达到3.7万元。细分来 看，新能源车降价车型的均价为25.3万元，平均降价3.8万元，降幅为14.8%；常规燃油车降价车型均价为23.8万元，平均降价3.6万元，降幅达到15%。 从降价幅度来看，当月国内乘用车新车降价车型的总体降幅高达14.9%，环比上升2.5个百分点，同比上升0.4个百分点。 此轮开年降价潮的背后，新能源汽车购置税政策的调整是直接动因。 崔东树在分析中指出，面对新能源车车购税开始征收，2026年1月直接降价的车型大增，虚高的指导价回归，有利于消费者的交税成本合理化。他进一步 分析认为，2026年截至1月的降价车型总体较丰富，主要是豪华车的价格重新梳理。这意味着，高端市场正在经历一轮激烈的价格体系重塑。 7款降价的新能源车中，降价最多的是宝马I3纯电动车型，该车型在2026年的最低指导价为27.8万元，较此前的最低指导价降低了7.59万元，降幅21.4%。 降幅最大的也是宝马，其X1纯电动车型降了7.19万元，降幅24%。 10款降价的燃油车型中，宝马有4款降价。降价最多 ...

2026.02. 08 本文字数：1040，阅读时长大约2分钟 | | 乘用车新车降价的综 | 2020年 | 2021年 | 2022年 | 2023年 | 2024年 | 2025年 | 2025年 | 2026年 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | 合降价 | | | | | 汇总 | 1月 | 汇总 | 1月 | | 新能 | 新车降价车型均价 | 15.4 | 23.0 | 21.0 | 21.5 | 18.8 | 13.7 | 19.5 | 25.3 | | 源 | 降价幅度 | 1.3 | 2.1 | 2.9 | 2.3 | 1.9 | 1.9 | 2.1 | 3.8 | | | 降价比例 | 8.7% | 9.2% | 13.8% | 10.8% | 10.0% | 14.2% | 11.0% | 14.8% | | 常规 | 新车降价车型均价 | 14.6 | 22.5 | 19.9 | 19.8 | 17.2 | 14.9 | 17.8 | 23.8 | | | 降价幅度 | 1.0 | 1 ...

1月车市降价幅度达到14.9%。 值得注意的是，这一波降价潮中，市场呈现出"油电同降"的现象。2026年1月共有17款新车降价，较同期增加9款。其中燃油车10款，较同期增加5款；增 程式混合动力1款，较同期多1款；纯电动车型6款，较同期增加3款。 乘联分会秘书长崔东树提供的最新数据显示，2026年1月份，总体乘用车市场中，新车降价车型均价24.8万元，降价力度算术平均达到3.7万元。细分来 看，新能源车降价车型的均价为25.3万元，平均降价3.8万元，降幅为14.8%；常规燃油车降价车型均价为23.8万元，平均降价3.6万元，降幅达到15%。 从降价幅度来看，当月国内乘用车新车降价车型的总体降幅高达14.9%，环比上升2.5个百分点，同比上升0.4个百分点。 1月份，无论是降价绝对金额还是降幅比例，2026年1月的数据均较2025年全年平均水平（降幅10.5%）有明显提升。 第一财经注意到，1月份的新能源车型降价幅度超过了过去6年（2020~2025）的年度平均水平。过往6年中，即使是在降价力度最高的2022年，年度平均 降价幅度也只有13.8%。 | | 乘用车新车降价的综 | 2020年 | 2021年 ...