Zhizhi Auto / Zhengqi
BMW is undoubtedly one of the most appealing brands in China's auto market, but in recent years, BMW's electric car sales have been poor, and fuel vehicles are constantly eroding market share by new forces.
Recently, BMW's mid-size SUV BMW X3 has started a wave of price reduction activities in 4S around the world, but the decline in sales still seems inevitable.
1. Crazy price reduction to save sales, 120,000 is not the bottom line
The BMW X3 has always been one of the best-selling models among midsize SUVs. Among the high-end SUVs in this class, it is also one of the few models with stable sales of tens of thousands. However, in February, sales of the BMW X3 fell to 7,482 units, a drop of more than 5,000 units from January.
Obviously, the decline in sales performance shocked BMW's top management, and they immediately came up with a coping strategy - a large-scale price reduction.
Due to the different policies of 4S stores in various places, the preferential prices are also slightly different. In some northern cities, the BMW X3 30i Leading-Edge offers up to 120,000 yuan. In fact, the price reduction of BMW X3 is not new, and at the beginning of 2024, a 4S store in Beijing even released a discount of up to 171,900 yuan.
Of course, these big discounts are tied to some loan policies, but even so, the price of the BMW X3 is still very favorable today. So is this midsize SUV worth buying now?
2. The overall strength should not be underestimated, X3 can still play in BBA
From the perspective of space, power and configuration, the BMW X3 is by no means a model with a high quality among traditional fuel vehicles. The length, width and height of 4737x1891x1689mm are slightly inferior to those of the Audi Q5L (4770x1893x1667mm) and Mercedes-Benz GLC (4826x1890x1714mm). But such space is enough for the average family.
At the same time, BMW's proud handling has earned it a group of die-hard loyalists, and the main sales model 30i leading model is equipped with a 2.0T 245 horsepower engine, which accelerates to 100 km/h in 6.8 seconds, slightly ahead of the Audi Q5L 45TFSI Reserve Dynamic 100 km/h acceleration time of 7 seconds.
Although the Mercedes-Benz GLC 300 L 4MATIC Dynamic accelerates to 100 km/h in only 6.5 seconds, the price of this model is more than 400,000 yuan even after the discount.
In addition, the BMW X3's main sales model, the 30i leading model, is only 30,000 more expensive than the entry version, and it has more 360-degree images, keyless entry, induction trunk, Harman Kardon audio, automatic parking and other configurations, and the overall cost performance is not bad. Therefore, the high sales of the BMW X3 in previous years are not unreasonable.
3. The new energy monster has entered, and the shrinkage of BMW X3 sales is difficult to reverse
Although the BMW X3 still has the strength to fight in the traditional fuel car. However, in the overwhelming price reduction tide of new energy vehicles, BMW X3 has inevitably been greatly impacted.
First of all, although the BMW X3 is a mid-size SUV, its guide price is in the range of 30-400,000 yuan. In the field of new energy vehicles, some medium and large SUVs can already be bought at this price.
Whether it is priced at 301,800-379,800 ideal L7 or priced at 249,800-379,800 yuan, the M7 is a model with a size of more than 5 meters, and at the same time, the top configuration accelerates for about 5 seconds, and is equipped with various intelligent configurations. Every aspect makes the BMW X3 not very competitive.
The BMW X3's iX3 new energy vehicle of the same level has a range of no more than 550km, and the overall configuration and performance are not very good at beating most new energy vehicles at the same price. Therefore, it is foreseeable that the BMW X3 will give up more market share in the context of the continuous price reduction of new energy vehicles this year.
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