On March 7, the first electric observed that BMW ix3 in the recent start of a big discount, the owner of the transaction price is cheaper than the manufacturer guidance price of more than 50,000, and even some dealers offer a direct drop of 80,000, as a BMW x3 (manufacturer guidance price 39.28-47.98 million) with the same platform to make a compact SUV, BMW ix3 in terms of price not only did not become more expensive because of the tram, but in the terminal discount, it seems more cost-effective.
The following is the dealer reference price information about bmw ix3 brushed by the first electric on major websites:
Source: First Electric
Source: Autohome
Source: Easy Car
Source: Pacific Motors
In fact, the discount of BMW ix3 will begin as early as 2021, first at the end of January, BMW Brilliance iX3 launched an official reduction of up to 70,000 yuan, and then the dealer gave the terminal about 50,000 yuan of discounts, and the overall price reduction was 120,000 yuan. Logically, as a high-profile luxury brand, BMW's big price cut should greatly rush a wave of sales, but the fact is that compared with BMW oil cars, BMW ix3 sales can be described as miserable.
Compared with a series of new forces that have just started, the BMW ix3 is also completely unable to do it. Taking the Weilai ES6, which also focuses on the high-end medium-sized electric SUV market, as an example, according to the insurance volume data of the Ministry of Public Security, the insurance volume data of the Weilai ES6 in January was 5512 vehicles, while the insurance volume of the BMW ix3 was only 1910 vehicles; the insurance volume of the Weilai ES6 in 2021 was 41244 vehicles, and the insurance volume data of the BMW ix3 was 22732 vehicles.
So, why can't a century-old luxury car company with huge price reductions be able to do a new force that has just started less than a decade ago? I've summarized the following three reasons:
First, in the field of pure trams, the acceptance of oil-to-electric models is low. BMW ix3 is based on the BMW X3 to do an electric transformation of the model, in the appearance, BMW iX3 in the appearance and the fuel version of the BMW X3 is not much different, only in the details of the addition of the unique logo of electrification. The car has a range of 500 km under NEDC conditions. To know that BMW fans like is the sense of sports of the security, although this car can also look at the official performance, but compared to the oil car advantage is really not big.
Second, after-sales is not as good as the new forces. The current new energy vehicles can be said to have just passed the initial stage, there are still many problems for the car, which requires car companies to PICK after-sales service, the new forces have always flaunted the user-oriented, especially Weilai Automobile, BMW has to say that it is a big difference in after-sales.
Third, the quality needs to be improved. According to statistics, from 2021 to the present, BMW iX3 has been recalled a total of 4 times, respectively due to the welding problems of the seat belt reel, brake-assisted electromechanical, abnormal discharge of the battery holding unit, and poor battery welding. Although recalls are normal, as a product with low acceptance in itself, multiple recalls can only make matters worse. Moreover, the car consumer complaint platform also received a lot of feedback from BMW iX3 owners last year: the vehicle battery failed, but the manufacturer actually replaced the "battery module" on the grounds of "upgrade".
As a "fuel car renaissance" in the field of electric vehicles, BMW's pure tram will inevitably receive more attention when it comes out, because in the minds of consumers, it must not only be compared with the current thriving new forces of car manufacturing, but also compared with itself, compared with its own oil car, so success will not come easily, but once it crosses the initial hurdle, it will face the next way to the road.
So, would you buy a BMW iX3 with a big deal?