德系车急需补课 出品|虎嗅汽车组 作者|邢书博 头图|AI生成 "德国汽车在华销量疲软是战略失误。" 2月25日-26日，德国总理默茨开启访华之旅，在访谈期间罕见德对德国车企提出了批评。 随行的商业代表团中，宝马集团董事长齐普策、梅赛德斯-奔驰集团股份公司董事会主席康林松、大众汽车 集团管理董事会主席奥博穆这三位德系车企"一把手"同台参访。 规格很高，意味着德系车厂商，在华市场疲软问题需要解决，且时间紧迫。 默茨访华来源新华社 针对德国车企认为中国市场不够开放等问题，默兹认为"中国汽车市场已足够开放，允许外资独立设厂，华 晨宝马、大众安徽等德方持股比例颇高，但德系车仍然销量不佳。" 公开资料显示，宝马在华合资车占比 75%，大众安徽合资公司占比也是75%。德方事实上主导了这两家合资公司的产品研发销售品牌。 默兹认为销量不佳的主要原因是德系车在华战略失误： 2016年大众推出廉价燃油车战略导致错失电动化机 遇，且对插电混动技术不屑一顾。默兹强调说："德国汽车应承认在插混领域落后，向中国车企学习，尊重 中国市场和用户需求，如此才有未来。" 《经济学人》载文指出，越来越多的德国企业正在中国推进"本土化"战略：利用中 ...

Group 1 - BMW Group's Chairman, Zipser, accompanied German Chancellor Merz on a visit to China, highlighting the importance of strengthening Sino-German cooperation in various fields, particularly in the automotive industry [1][3] - During the visit, BMW signed a memorandum of understanding with CATL, focusing on collaborative efforts to reduce carbon footprints in electric vehicle supply chains, marking a significant step in sustainable development and technological innovation [1][3] - The partnership with CATL aims to enhance data exchange, carbon footprint accounting methodologies, and the establishment of a standardized data ecosystem to support long-term industry stability [3][4] Group 2 - Zipser emphasized that China is not only the largest automotive market globally but also a hub for technological innovation, urging companies to establish a strong local presence to remain competitive [4][5] - BMW has invested over 120 billion yuan in its Shenyang production base since 2010, positioning it as a leading center for smart manufacturing and innovation [4][5] - The upcoming launch of the new generation BMW iX3 long-wheelbase model at the Beijing Auto Show in April represents BMW's highest level of localization, tailored to meet Chinese consumer demands [5]

Core Insights - German Chancellor Merz's first visit to China after taking office included a delegation from BMW, which signed a cooperation memorandum with CATL to enhance the local supply chain and accelerate the electric transformation of the company [1][3] - BMW announced the global debut of the new generation BMW iX3 long-wheelbase version at the Beijing Auto Show in April, aiming to strengthen its position in the Chinese luxury car market [1][3] Group 1: Market Performance - BMW and MINI brands experienced a 12.5% decline in sales in China, totaling 625,000 units in 2025, which is a drop of approximately 200,000 units from the peak in 2023 [5] - The performance of BMW's previous iX3 model, based on the "oil-to-electric" platform, was underwhelming, with significant price reductions and low sales figures, including only 14 units sold in January 2026 [4][5] Group 2: Product Development - The upcoming new generation BMW iX3 will be built on the Neue Klasse platform, independent of the fuel vehicle platform, featuring an 800V fast charging system and a sixth-generation eDrive system [4] - The new model will utilize a jointly developed cylindrical battery with CATL, boasting a 20% increase in energy density and a 30% improvement in range [4] Group 3: Competitive Landscape - The market share of German brands in China has decreased to 12.1%, with domestic brands capturing over 40% of the luxury electric vehicle market, challenging the dominance of German manufacturers [8] - BMW's electric models primarily offer basic L2-level driver assistance, while Chinese brands are advancing towards L3-level autonomous driving capabilities, increasing competitive pressure on BMW [7][8] Group 4: Strategic Adjustments - BMW has initiated price reductions in early 2026, with the i7 M70L electric model seeing a price cut of 301,000 yuan, and some fuel models also experiencing around a 12% reduction [6] - The company aims to enhance its competitiveness in the electric vehicle sector by deepening collaboration with local firms and responding to market demands through localized innovation [8][9]

Core Insights - BMW is accelerating its electrification efforts in the Chinese market, highlighted by the signing of a cooperation memorandum with CATL to enhance battery supply chain collaboration and reduce carbon footprints [3][9] - The new generation BMW iX3 long-wheelbase version, based on a dedicated electric platform, is set to debut at the Beijing Auto Show in April, aiming to improve BMW's competitive position in the electric vehicle market [2][4] - BMW's sales in China have faced significant pressure, with a reported 12.5% year-on-year decline in 2025, bringing sales down to 625,000 units, a level comparable to seven years ago [6][8] Group 1: Market Strategy and Product Development - BMW's new generation iX3 will utilize the Neue Klasse platform, independent of the previous fuel vehicle platform, featuring an 800V fast-charging system and a new eDrive system [4][9] - The new model is expected to enhance energy density by 20% and improve range by 30% through collaboration with CATL [4] - To clear inventory for the new model, BMW has initiated significant price reductions, including a 30.1 million yuan cut for the i7 M70L [6][8] Group 2: Competitive Landscape - The market share of German brands in China has declined to 12.1%, with domestic brands capturing over 40% of the luxury electric vehicle market, indicating a shift in consumer preferences [8] - BMW's electric vehicle sales in China accounted for only 11.8% of its total sales in 2025, with most models being conversions from fuel vehicles [7][8] - The competitive pressure is exacerbated by advancements in smart driving technologies from local brands, which are gaining traction in the market [7][9] Group 3: Localization and Innovation - BMW's collaboration with CATL aims to strengthen its competitive edge in the electric vehicle supply chain and enhance its responsiveness to the local market [3][9] - The company is urged to accelerate localization efforts and leverage digital tools to optimize service efficiency and stabilize its market position [8][9] - Industry experts emphasize the need for BMW to align more closely with local market demands and innovate in product offerings to regain its competitive advantage [9]

Core Viewpoint - BMW is accelerating its electrification efforts in the Chinese market by collaborating with local companies and launching new electric models to regain its competitive edge in the luxury car segment amid declining sales and increased competition from domestic brands [2][3][6]. Group 1: Strategic Collaborations and Product Launches - BMW's chairman, Oliver Zipse, visited China with German Chancellor Olaf Scholz and signed a memorandum of understanding with CATL to enhance battery supply chain collaboration and reduce carbon footprints [2][3]. - The new generation BMW iX3 long-wheelbase version, designed on a dedicated electric platform, is set to make its global debut at the Beijing Auto Show in April [2][3][4]. - The first batch of new generation domestic test vehicles has already rolled off the production line in Shenyang [3]. Group 2: Market Performance and Sales Challenges - BMW and MINI brands experienced a 12.5% decline in sales in China, totaling 625,000 units in 2025, which is a drop of approximately 200,000 units from the peak in 2023 [6]. - The previous model of BMW iX3, based on an "oil-to-electric" platform, had poor market performance, leading to significant price reductions of nearly 40% from its original price [4][6]. - In early 2026, BMW initiated price cuts for luxury vehicles, including a reduction of 301,000 yuan for the i7 M70L model, with some fuel models seeing around a 12% decrease [6]. Group 3: Competitive Landscape and Industry Trends - The market share of German brands in China has declined to 12.1%, with domestic brands capturing over 40% of the luxury electric vehicle market [8]. - In 2025, the penetration rate of new energy passenger vehicles in China reached 53.9%, while BMW's electric vehicle sales accounted for only 11.8% of its total sales in the Chinese market [7][8]. - BMW's electric models primarily offer basic L2-level driver assistance, lacking advanced features like city NOA, which are increasingly available in domestic competitors' vehicles [7]. Group 4: Future Directions and Recommendations - Industry experts suggest that BMW should enhance its localization efforts and respond to market demands by developing products tailored to Chinese consumers [8][9]. - The collaboration with CATL aims to strengthen BMW's competitive position in the battery supply chain and align with global carbon neutrality trends [9]. - To avoid overlapping prices between old and new models, BMW is advised to clear inventory through price reductions before launching new products [8].

Group 1 - BMW Group's Chairman Zipse visited China with German Chancellor Merz and signed a memorandum of understanding with CATL to promote collaboration in the battery supply chain and reduce the carbon footprint of electric vehicles [2] - China is a core part of BMW's global strategy, with over 120 billion yuan invested in the Shenyang production base and the establishment of four R&D innovation centers and three software companies in the country [2] - The new generation BMW iX3 long-wheelbase version, the first domestically produced model, is set to make its global debut at the Beijing Auto Show in April [2] Group 2 - CATL is the world's largest power battery supplier and announced in September 2022 that it would supply cylindrical batteries for BMW's new generation models starting in 2025 [2] - Prior to this partnership, BMW's battery suppliers included third-party companies such as Envision AESC and EVE Energy [2]

Group 1 - BMW Group is intensifying its commitment to the Chinese market, highlighted by the signing of a memorandum of understanding with CATL to enhance collaboration in the battery supply chain and reduce the carbon footprint of electric vehicles [2] - The Chairman of BMW Group, Zipse, emphasized the importance of global cooperation in addressing challenges and fostering innovation, stating that open collaboration is essential for the automotive industry's sustainable development [2] - BMW has invested over 120 billion RMB in its Shenyang production base since 2010, establishing it as a leading center for smart manufacturing and innovation, while also setting a benchmark for digital and green transformation in high-end manufacturing [2] Group 2 - China has increasingly become a strategic hub for BMW's global innovation, with the establishment of four R&D innovation centers and three software companies in the country [3] - The upcoming launch of the new generation BMW iX3 long-wheelbase version at the Beijing Auto Show in April marks the highest level of localization for BMW vehicles to date [3]

Group 1 - BMW Group's Chairman, Zipser, visited China with German Chancellor Merz and signed a cooperation memorandum with CATL, focusing on collaborative decarbonization of the battery supply chain for electric vehicles [1] - The partnership aims to systematically reduce the carbon footprint of electric vehicles throughout their lifecycle, enhancing both companies' strategic positioning in sustainable development [1] - Zipser emphasized the need for enhanced communication and political trust among nations in the current complex international environment, highlighting China's role as the largest automotive market and a hub for technological innovation [1] Group 2 - BMW's localization strategy in China is reaching a critical milestone with the upcoming global debut of the new generation BMW iX3 long wheelbase version at the Beijing Auto Show in April [2] - The core digital experience features of this model are developed collaboratively by BMW's global and local R&D teams, aiming to better meet the actual needs of the Chinese market and consumers [2]

Core Viewpoint - BMW Group's chairman, Zipse, signed a memorandum of understanding with CATL during a visit to China with German Chancellor Scholz, aiming to enhance collaboration in the electric vehicle supply chain and reduce carbon footprints [1] Group 1: Strategic Collaboration - The partnership focuses on promoting synergy in the battery supply chain to systematically lower the carbon footprint of electric vehicles and deepen sustainable development cooperation [1] - Zipse emphasized the importance of collaboration and open innovation, highlighting that China is central to BMW's global strategy [1] Group 2: Local Investment and Development - BMW has invested over 120 billion yuan in its production base in Shenyang and established four major R&D innovation centers and three software companies in China, creating a comprehensive localization system [1] - A new milestone in localization is marked by the upcoming global debut of the new generation BMW iX3 long-wheelbase version at the Beijing Auto Show in April, with core digital experience features developed by global and Chinese teams to meet local consumer needs [1]

Group 1 - BMW Group signed a memorandum of understanding with CATL to enhance collaboration in the electric vehicle battery supply chain and reduce carbon footprints [2][4] - The partnership aims to explore cross-border data sharing in battery passports and develop innovative carbon accounting tools, leveraging the standardized data ecosystem Catena-X [4] - BMW's strategy emphasizes the importance of deepening cooperation with Chinese partners to drive innovation and maintain global competitiveness [5] Group 2 - China is projected to become Germany's largest trading partner again by 2025, highlighting the resilience and complementarity of Sino-German economic relations [4] - The automotive industry is a core pillar of Sino-German cooperation, with BMW planning to launch new models to meet the growing demand for high-quality products in China [4] - BMW has invested over 120 billion RMB in its Shenyang production base since 2010, establishing it as a leading center for smart manufacturing and innovation [7] Group 3 - BMW has established four R&D innovation centers and three software companies in China, reflecting the country's strategic importance in BMW's global innovation landscape [7] - The upcoming launch of the new generation BMW iX3 long-wheelbase version in April will be the most localized model to date, developed by both global and Chinese teams [7] - BMW's strategy focuses on "in China, for China, and progressing together with China," aiming to deepen localization and foster innovation with Chinese partners [7]