With the rapid rise of new domestic energy models, the position of traditional fuel producers has been severely affected, not only by the capture of market shares in traditional host plants by autonomous brands, but also by the significant shift of users of luxury brands such as bba to new power companies, such as émigrés, ideals, and questions. Declines in sales volume and a sharp decline in performance, and under the pressure of the business, the luxury brands have also begun a self-help model, the most effective of which is the delivery of priced weapons. Recently, according to media reports, there has been a significant drop in the collective price of the bba main vehicle, for example, in hangzhou, where 525 li, at a price of 368,000, fell to less than 300,000, or a minimum of 281,000, in a phased manner. The price of the terminal shop and the official instruction price are already close to 90,000。
In the past, the bmw3 which used to be expensive had fallen to 258,000, and the prices of dealers had arrived at the top of 200,000。
In addition to the bmw, the mercedes-e class with the name “56e” and the audi a6l have also opened significant price reductions. Of these, the maximum reduction of the benz-e terminal was over $100,000; in some areas, the price of the naked car that audi a6l opened also went down was $260,000。
In fact, before that, bba had made an official price reduction, which must not be significant, in order to compete better with national product plates, but also to boost the market, match the official price with the negotiated price and attract customers. The first was the bmw, which, in january of this year, readjusted the official price of 31 car types under its flag, with 24 cars falling by more than 10 per cent and 5 directly by more than 20 per cent。
Benz then followed up on the price reduction, which was about 10 per cent for the c, glb, glc and others. Of these, the glc and sedan had a maximum reduction of $682 million。
In march, audi's new a6l came on the market and the new paragraph significantly reduced the price of official instruction, from 4279,000 of section 2025 to 3229,000 directly, with official concessions reaching nearly 100,000。
Interestingly, when bmw prices fell, a number of internet users did not change the market prices of the 3 and 5 main vehicles, which were lonely. It was not expected that today, six months later, the start-up prices for the 3 and 5 systems had fallen to less than 300,000。
The reason for the huge discounts at the terminal is also very simple. The first is naturally the impact of new energy on the bba, which is more experienced, more intelligently configured, more cost-effective, and diverting a large number of older and potential users of the bba. For example, in between 300,000 and 500,000 price bands, the large number of new energy system flagship suvs, which, in addition to the electric sofa of the refrigerator, are equipped with high-level auxiliary driving, air suspensions, back-wheel shifts, even line-control shifts, full-active hangers, etc., have experienced a complete departure from bba's traditional fuel vehicle。
Second, in an environment of significant decline in sales, the marketing patterns of traditional automobiles have led to operational pressures. As can be seen from the collection of sales information for the last two years, bmw sales in china in 2025 were 625,000 bmws, a decline of 12. 5 per cent in the same year; mercedes, a decline of 552,000 in china's market in 2025, the lowest in five years; and audi, an estimated 6175,000, a decrease of 5 per cent. Even a significant number of 4s stores have experienced a decline in sales, which has resulted in the breakdown of the financial chain, the build-up of debt and the closing of their businesses. According to the information received, bba closed some 258 shops in six months. In order to survive, a large number of dealers faced a backlog of stocks and had to sell their vehicles at reduced prices。
Finally, consumer consumption habits have changed. In recent years, consumer markets in the automobile market have clearly evolved towards youth, while young consumers do not have too many brand filters for luxury brands, their consumption habits have become more rational, and traditional luxurious brands have become “hidden”, more concerned with vehicle experience than brand value added. It is clear from the reference to new brands and car-types of new power, such as millet, incarnation, that consumers no longer seek “brands” blindly, but rather experience first。
The price reduction is the means that the bba have to provide in the face of sales pressure. At this time, traditional brands face a number of challenges, including the inability to sell fuel cars, the slow transformation of electric vehicles and weak demand for electric vehicles. While selling cars at reduced prices is effective for sales incentives, it is also “drinking” and a substantial price reduction would gradually destroy the bba price system, which has been operating for many years, and reduce brand values significantly, although it is clear that staying on the market is much more important than being “faceless” than surviving. So, what do you think of this, the 5 of $280,000 is attractive to you? Welcome to the discussion。
