Personnel change, price adjustment, bottom distributors... Since the beginning of the year, the traditional luxurious brands represented by bba have continued to move。
The bmw group had recently published a decision on top-level staffing adjustments in the region. With effect from 1 april 2026, christian ach will succeed takashang as president and chief executive officer of the great china region of the bmw group, which will end its ten-year management term in china and continue to hold important positions in the bmw group。
Official information indicates that in 1988, kewie-chai joined the bmw group, which has accumulated extensive marketing experience in important bmw markets such as germany, sweden, norway, denmark and finland. Since 1 march 2024, it has been responsible for the overall operation of the bmw group in the german market。
For its part, the bmw group stated that bmw played a key role in driving the bmw's motorization and digital transformation, and that its ability to lead business development in a complex and volatile market environment would drive the bmw group into a new stage of development in the chinese market。
Subsequently, on 1 february, the benz side made a recommended retail price adjustment for selected car-type manufacturers in the chinese market, involving a vehicle-type adjustment of about 10 per cent。
For traditional luxurious brands, the chinese market has become the most challenging position in recent years of development and the core variable that determines its performance。
Throughout 2025, the mercedes-benz group (which includes the sale of passenger cars and mini-vans), the bmw group and the audi brands delivered 2. 160 million, 2. 4637 million and 162. 36 million, respectively; with the exception of the bmw group, which achieved 0. 5 per cent of the increase in delivery, all of the remaining two had a similar decline. In china, the largest single market, three automobile companies achieved delivery of 55. 19 million, 6255 million, and 61. 75 million, respectively, with varying degrees of decline in comparison, with a combined total of 2569 million vehicles sold in china during the year。
A series of manoeuvres in both car start-up years reflect the intense competitive pressures that traditional luxurious brands face in china. The strong siege of china's new energy brand places greater demands on its business strategy and core product power。
In china, the bba stabilized the increase in european markets with electric cars
Despite some challenges in the chinese market, bba's sales performance at the german base remained strong。
The european market is the region with the most stable sales of mercedes-benz, delivering 63. 46 million new vehicles in 2025, a decrease of only 1 per cent in comparison with the previous year; the german market delivered 21,32,000, the same level as the same。
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Mesades-benz group 2025 sales (chart/official internet interdiction)
Last year, bmw delivered 1,016,400 new cars on the european market, representing an increase of 7. 3 per cent over the same period; germany was the fastest-growing region for bmw sales, with a total of 2907 thousand new cars with a growth of 8. 7 per cent over the same period. The audi brand achieved 46. 4 million and 2063 million deliverables in the european market (excluding germany) and the german market, respectively, a slight decrease of 0. 5 per cent and an increase of 4. 0 per cent, respectively。
Bmw sales volume data for 2025 (chart/official internet interdiction)
The three giants mentioned in the bulletin that electric vehicle models were key to their steady sales in europe。
In november 2025, the brand-new pure electricity market for the cla market was prominent, leading to an 18 per cent increase in the sales of the mercedes-benz group in the fourth quarter of the year. In 2025, the mercedes-benz blender model increased its sales by 9 per cent each year, boosting the total annual sales of electricized vehicles (interpolation + pure electricity) to 36. 86 million, the same as the same. In the european market, mercedes-benz has a record high sales volume of 40 per cent of electricized cars under its flag。
In 2025, bmw delivered between 8. 3 per cent and 64. 21 million electric vehicles, representing a quarter of the total delivery of the group, including 44. 21 million pure electric vehicles. In particular, the group noted that under the flag, the total number of motor vehicles had increased significantly in europe by 28. 2 per cent。
Of the total delivery of over 1. 6 million units in 2025 for the audi brand, 223,000 were pure trams, an increase of 36 per cent over the same period. During the year, the two brand-new trams, a6e-tron and a6 q6 e-tron, respectively, achieved 37,000 and 84,000 deliverables, contributing to the maximum increase。
By region, the audi brand delivered 113,000 pure trams on the european market (excluding germany), an increase of about 40 per cent over the same period. On the mainland of germany, the total number of pure tram deliveries under the audi brand increased by 89 per cent to 41,000 over the same period, representing 20 per cent of the total local delivery, with high market recognition。
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Audi brands 2025 sales data (charts/official internet interdiction)
The robust performance of the bba in the european market is essentially due to a combination of local advantages, product suitability and institutional capacity。
As a european home brand, the bba has a solid fuel engine base while keeping the pace of the electric transformation in line with european environmental policies. Together with efficient local supply chains, intensive after-sales networks and cultural and emotional identity, bba has always dominated europe。
But the chinese market is a new situation。
Luxury brands adapt to the new logic of competition in the chinese market
Ifac data show that the retail penetration of new energy vehicles in the domestic motor market reached about 59. 1 per cent in december 2025, an increase of 9. 6 percentage points. In that month, new energy penetration rates were 80. 9 per cent for autonomous brands, 39. 1 per cent for luxury brands and 8. 2 per cent for mainstream joint brands。
At the beginning of 2026, domestic cars published sales data. Zero runs, millet and peng are strong in the brand of new powers, and biadi and jili continue to lead in the autonomous brand。
Zero-run vehicles, following the roll-out of the high-end product line d series and the refinement of their product layout, set a target of one million sales in 2026. The mi car announced that it would launch the first mini-su7 variant in april 2026 and challenge 550,000 deliveries in the new year. The ideal car had previously announced that it would make a major change to the flag-based extended vehicle series l in 2026, and that the new vehicle would be fully equipped with 5c overcharge technology to carry the "ideal car."
As china’s drive for cars intensifys, the competitive pressures on the markets of traditional luxury brands continue to climb, requiring not only positive competition with china’s autonomous brands in terms of cost control, channel building, technological innovation, etc., but also a focus on price competitiveness and service experience。
In 2025, mercedes, bmw, together with the autopilot company momenta, announced the development of assistive driving techniques for new vehicle types; volcanic engines and mercedes to explore applications for the generation of ai and big data on a vehicle-mounted scene; and upper odie a5l sportback to become the world's leading fuel truck for the dry drive system. These cooperations are not only defensive initiatives by the giants in the face of survival competition, but also their own initiative to embrace china’s innovative ecological strategic leap, driving the heart of germany with the chinese brain。
According to various authoritative media reports, effective 1 january 2026, bmw recommended retail price adjustments for 31 main vehicle models under its flag, of which 24 were reduced by more than 10 per cent and 5 by 20 per cent. According to bmw, the price increase was more based on strategic considerations and only adjusted the official guidance price, with the final offer still determined by distributors and consumers. The brand also optimizes some vehicle-type configurations, upgrades comfort configurations, personal appearances and digitization。
Subsequently, on 2 february, the chamber of commerce and industry of the all-china federation of commerce and industry automotive dealers issued a communication stating that, after verification by it to various mercedes brand distributors, the mercedes brand had recommended on 1 february that the retail price of some car-type manufacturers should be adjusted by approximately 10 per cent, which would, to some extent, release some liquidity for the distributors and ease the business difficulties of some distributors。
In the bulletin, the audi brand stated that in 2026, the branders would accelerate their renovation in the chinese market, with the main thrust being the audia6l, audia6l e-tron, audiq5l and audie7x models。
From bmw, mercedes’s proactive pricing to audi’s accelerated product delivery, it is easy to see that traditional luxurious brands are responding more pragmatically to intense competition in the chinese market. Putting down the “brand premium” and fully matching market demand in terms of prices, products and services has become a necessary route for bba to maintain market share in china. As china’s cars continue to break out, the transformation and adjustment of future luxurious brands will continue, as will the reshaping of market patterns。
