In china, bmw cars are considered to be the absolute head of the motor market, but in recent years bmw car days have not seemed easy. Just after bmw joined the price war last year, bmw prices now seem to be going down again. The famous bmw 5 has fallen to a minimum of 260,000, and what happened to the bmw that continues to fall
One, the bmw 5 is down to 260,000
According to the new kyoto newspaper, “263,000 is the lowest price, but a loan-purchase option is needed”. On 29 may, the sales commissioner offered a nudist car offer to the new bmw5 shop in beijing。
According to calculations, this “section 2025 525li luxurious package”, which was listed at the end of december 2024, is now worth only about $3. 25 million. Another bmw 4s store in beijing gave a landing price of about $330,000。
In april this year, the bmw 5 collapsed at $290,000, after more than a month of hot search, the bmw 5, which once sold more than $400,000, fell again by more than $20,000。
It is worth noting that last july, bmw china was widely concerned by the announcement of its withdrawal from the price war. In 2025, the luxurious brand also appeared to have stopped insisting on the “no war” declaration and played a price tag。
Bmw 5 was behind the price drop and was the result of increasing competitive pressure on the chinese automobile market. Biadi, jili, chiri and others have also introduced more aggressive marketing activities and new car pricing。
The bmw, a traditional luxurious brand, has clearly expressed its rejection of price wars. On 12 july 2024, the topic “china will withdraw from the price war” ran into hot pursuits. For its part, bmw indicated that bmw would focus on business quality in the chinese market in the second half of the year, supporting dealers to fight smoothly and smoothly. The bmw chairman and chief executive officer of the grand central china group also publicly stated that, no matter how uncertain the market environment may be, bmw would remain steadfast in its difficult and right path and refuse to engage in meaningless “inner-roll” competition。
What's wrong with the bmws that keep falling
What are we going to do about this in the face of the bmw that is now falling prices? Where is the bmw logic
First, the bmw price reduction is also a compelling option. In recent years, bmw's performance in the chinese market has been gradually weakening, and the continued erosion of market advantage has made price reductions a desperate move to recover its share. Once bmw had a strong position in the area of luxury cars, thanks to its excellent manipulation, fine crafts and strong brand appeal, and had become a concept for many in urban production. At the moment when the writer had just worked, it was possible to afford a bmw that was a symbol of the identity of as many people as it was a common choice or even a belief. But today, as markets become increasingly competitive, the challenges facing bmw are becoming more acute, and new domestic energy resources continue to thrive, not only in entry-level markets, but also in high-end markets, especially in high- and middle-end domestic cars, which continue to erode the market fundamentals of bmw。
At the same time, china’s car market is undergoing profound changes in its consumption patterns. As china’s economy develops, chinese consumers are becoming richer, and its car buying philosophy is becoming more mature, not just brand radiums, but more focused on whether integrated vehicles meet their own needs. Ordinary urban white collars have begun to place higher demands on the spatial comfort of vehicles, fuel economy, intelligent interconnectivity, etc. The bmw is slightly behind schedule in these areas, some of its models are not flexible enough to optimize space, fuel economy performance has not kept pace with the era of energy-saving emission reductions, and the functional richness and user experience of the intelligent interconnectivity system differ considerably from that of the new power of national-made cars. This disconnect between product power and market demand has directly led to a shrinking market share of bmw. The price reduction is not an option。
Second, the bmw price drop actually has some moisture. It is well known that bmw uses a more traditional model of sales of 4s, which can easily be more problematic: the bmw does not have to deal with how much these 4s stores sell, and the same is true of how much they sell, and we see that bmw has a certain amount of moisture in this drop. On the face of it, the price of a bmw of 5 is $260,000 for naked cars, but the actual purchase cost is much higher. In beijing, for example, a 4s shop program: according to the new kyoto newspaper, 5 s store is a prime car-type “2025 525li luxury package”. The most favourable price - the cost of the naked car is $263,000, the purchase tax is about $225,000, insurance is about $14,000, and the cost of the licence plate is about $0. 02 million, and the membranes, foot mats and plating are given. However, in order to enjoy this price, the user will have to choose a loan option, with interest on the loan of approximately 23,000 yuan, and a total of about 325,000 yuan to be paid by the consolidated owner。
This "lower loan price" strategy is essentially tied to the interests of financial institutions. By directing users to choose financial instalments, distributors receive back-end gains such as bank return points, insurance commissions and so forth, thereby compensating for the loss of bare car prices. At the same time, the forced binding of decorative packages (such as membranes, foot mats) further compressed the price moisture. This model of "car sales without money, financial gaps" has become an open business secret. Over the years, a number of 4s stores have faced greater survival pressures, and it has become normal to make money through such tied sales in situations where survival is more difficult, so such price reductions can only be literally reduced。
Thirdly, the core issue of bmw is the under-attractive nature of the product itself. In recent years, the development of new energy vehicles has been a process of windfall, and many new energy companies have gone up and down. Under these conditions, new energy vehicles are in a period of high growth, with products called " good seats " , such as m7, m9, ideal l7, l8 and so on. During the critical period of the new energy transition, the bmw has been somewhat slow to develop. As the global awareness of new energy vehicles has increased, the new energy vehicle market has shown an explosive growth pattern. Major automobile brands have increased r & d inputs in the area of new energy vehicles, introducing a range of competitive pure electric and hybrid vehicles. However, the bmw is lagging behind in this area. The development of its pure electric vehicle type has been slow, and key indicators, such as continuity miles and compatibility of charging facilities, have not prevailed in the market. Although the bmw also introduced its own so-called new energy vehicle model early in the day, it is essentially the bmw's shell that has been replaced with an electric motor and lacks a holistic design for the product。
Moreover, bmw has a domestic model in the chinese market, which was competitive in the early stages of reform and opening up, and is a feature of china’s car industry’s development, but we cannot deny that it has limited its speed and flexibility in technological research and development and product upgrading. Since the joint venture model involves the coordination and distribution of multiple interests, the introduction of new technologies and platforms often requires a complex decision-making process that prevents bmws from responding as quickly to market changes as some autonomous brands or sole proprietorships do, with the timely introduction of niche products tailored to the needs of chinese consumers。
Fourth, what about the bmw? In order to reverse the current situation, the bmw needs to understand and meet the needs of chinese consumers in greater depth. The requirements of the chinese market for luxury cars are not limited to brand image and driving experience, but also include intelligent interconnections and customized services. The bmw must therefore accelerate its own technological innovation, especially in the area of new energy, and introduce new models that are more responsive to the needs of the chinese market. At the same time, strengthening cooperation with local chinese science and technology enterprises and upgrading the intelligence of products is also crucial. Only then can the bmw create truly competitive products and regain its advantages。
The continued price reduction of the bmw is therefore the inevitable result, and it is the leadership of the bmw that must consider it clearly。
