In the new track of new energy vehicles, the technical advantages accumulated by BBA in the past have disappeared. Even the new car-making company, which has only been established for a few years, can press BBA's pure electric vehicles to the ground and rub it!
BMW ix3, is BMW's first domestic pure electric vehicle, its listing means that BMW pure electric vehicle officially entered the Chinese new energy vehicle market. But it has not achieved satisfactory results in China. Sales have fallen again and again in recent months,
In January 2022, the BMW iX3 sold 1,731 units in a single month. In February, BMW iX3 single-month sales fell to 1472 units. The sales volume of the early 1,000s per month is much less than that of the competitors. So why is the BMW ix3 such an embarrassing situation, is BMW really not having an advantage in the pure electric vehicle market?
[1] At the beginning of the listing, the pricing error, under the pure electric vehicle, the brand premium advantage is no longer there
As a luxury brand, BMW rarely has an official price reduction, let alone a sharp price reduction? But the BMW ix3 set a BMW precedent. In January 2021, BMW issued an official note that the bmw brilliance iX3 department officially dropped by 70,000 yuan, and the adjusted price was 399,900 yuan and 439,900 yuan respectively.
The price reduction of the BMW ix3 was caused by two reasons, with only 184 units in the first month, and even in the middle of December, it was only 275 units. Sales are very dismal, and if the price is not reduced, then the car is estimated to be unsaved. The second reason is that BMW ix3 price reduction deliberately chose Tesla Model Y after the listing, when the Model Y with FSD function Auto Pilot intelligent driver assistance system was selected, the price range is also 40.39-43.39 million yuan, which coincides perfectly with the BMW iX3. Obviously, BMW hopes that the iX3 can compete with Tesla by reducing prices to gain more share and sales in the pure electric SUV market.
And now, the Model Y is still a hard car to find, and the BMW ix3 has gone unnoticed. Therefore, BMW ix3 made strategic mistakes at the beginning, although there was a luxury brand image of BMW, but at that time Tesla had already formed a product reputation impression with models such as Model S, Model X and Model 3. Under the pure electric vehicle, the brand premium advantage is no longer there.
[2] The product lacks highlights, and there is no obvious difference between bmw ix3 and X3
Users buy pure electric vehicles, on the one hand, because of fuel saving, but on the other hand, they want to experience how pure electric vehicles are different from fuel vehicles. Tesla, Weilai can be successful, sales are relatively good, precisely because it provides users with a different car experience, from the appearance, interior, to the use of traditional fuel vehicles are completely different, to bring users a large enough freshness. But with the BMW ix3, basically did not feel any obvious difference between it and the X3. Not to mention that there is no difference between the two cars, it is produced collinearly with the X3, bmw ix3 is not a pure electric platform model, so some people say that BMW is "oil to electricity", there is sincerity, BMW ix3 is only a test product of BMW's new energy vehicles.
And BMW ix3 compared with the Tesla Model Y at the same price, to have no performance, to endurance no endurance, really lack of product highlights.
[3] Four recalls have completely buried bmw's high-end image
Bmw iX3 from the listing to the present, in less than 2 years, has been officially recalled 4 times. Therefore, the BMW iX3 has many quality problems.
In February 2021, due to the wrong rocker switch or positioning error in the central seat belt automatic reeler, BMW Brilliance decided to recall some domestic X3 and iX3 models in China, reaching 8114 units.
In March 2021, the BMW iX3 was again recalled in the Chinese car market due to incorrect welding points in the production welding process due to the incorrect welding points in the motor motor in the vehicle's integrated braking system (IB) brake-assisted hydraulic unit.
In May 2021, due to the design of battery control unit software in some models or leading to safety hazards, BMW Brilliance decided to recall the BMW iX3 models involved in the Chinese car market, reaching 6636 units.
In December 2021, due to poor welding quality at the pins of the internal electrocution system plug of the power battery of the vehicles covered by the recall, the actual and measured values of the temperature/voltage may be deviated. When the deviation value exceeds the set safety value, the vehicle will start the battery system fail-safe mode, the fault code or alarm prompt information will appear, and cut off the power battery output, causing the power interruption during the vehicle's driving, and there is a safety hazard. The recall of domestically produced iX3 electric vehicles with production dates from April 30, 2021 to August 27, 2021, totaling 1,974 units.
Therefore, we have reason to judge that the BMW ix3 is BMW's "test product" on pure electric vehicles, and there are still many places that need to be improved. Due to the pressure of market competition, BMW listed it in advance. The result of this is that users do not have much recognition of this car, and it is ultimately reflected in sales, which is destined not to be a particularly successful car.