"(For the domestic X5,) our sales policy is to buy a decorative package." The sales staff of a BMW 4S store in Beijing said, "Now it is such a market. If it is 3.0T, it is a state of 50,000 (yuan), and 2.0T is 30,000. ”
After continuing to consult several other Beijing BMW 4S stores, Qingorange Got the same answer, which is different from the rumors of different 4S stores on the Internet.
According to the 4S store quotation, although the domestic X5 of the two powerhouses has different price increases, the so-called "decoration package" is actually the same, which is "special film, rear trunk pad, SONAX coating, driving recorder and 3D large surround foot pad". Industry insiders pointed out that the total market price of the above items is about 10,000 yuan.
It is understood that under the premise of not installing any optional equipment, after superimposing service packages, purchase taxes and other costs, the domestic X5 landing price is about 724,000-92.9 million yuan. According to public information, as the first domestic luxury brand medium and large SUV, the manufacturer's suggested retail price of BMW X5 is 605,000-775,000 yuan, compared with the imported model 699,990-83.99 million yuan, the starting price is nearly 100,000 yuan lower.
However, in the context of the average preferential margin of imported X5 has been 40,000-50,000 yuan, and the domestic X5 has increased by 30,000-50,000 yuan, it can be seen that this BMW model, which was once rated as "true fragrance" by the industry due to the 13cm wheelbase length and "sharp price reduction", is gradually moving towards an elusive road.
On the one hand, compared with imported models, the evidence of domestic X5 reduction is conclusive. Through the comparison of the data on BMW's official website, it can be found that the output power and maximum speed have been reduced, and the acceleration time of 100 kilometers has increased; in the interior, the seat material has changed from genuine leather to synthetic leather; and so on.
On the other hand, the imported X5 is now suspended from production and sale. The sales staff of the above-mentioned BMW 4S store told Green Orange Automobile, "(Imported BMW X5) is gone, not sold." It's all the same, and the other stores don't sell anymore. The other party revealed, "Discontinued." That is to say, the newly produced domestic X5 replaces the original import. At present, it is such a situation that there will be no imports for sale. ”
This also means that after losing the purchase option of imported X5, the domestic X5 with increased price and reduced allocation has become the only choice for consumers. Green Orange Auto asked BMW Brilliance about this matter, and the other party responded, "We have not heard that the import of X5 will stop importing, and there is no more information on our side at present." In addition, as of press time, BMW China has not responded.
At present, following the liberalization of the foreign equity ratio of passenger cars at the beginning of the year, after the completion of the equity transaction between Brilliance and BMW on the joint venture company, BMW has become the majority shareholder of BMW Brilliance and has the leading right to make corporate decisions. In addition, some sources said that as the weaker party in the joint venture, Brilliance has actually lost control of BMW Brilliance. According to the data, BMW set a new high in the Chinese auto market in 2021, ranking first in the domestic luxury car market with a total sales performance of 846,200 vehicles.
Although the price increase of new luxury brands is a cliché, under the price increase strategy of domestic X5 up to 30,000-50,000, the suspension of imported X5 may bring a shadow to the sales of the former. With the wear and tear of brand reputation, it is doubtful whether BMW can maintain the throne of the first sales volume of luxury brands.