BMW can't bear it? The price of pure electric cars is "cut in half", netizens: continue to roll, love to watch

New Yellow River

2024-06-04 15:19Posted on the official account of Shandong New Yellow River News client

"The BMW i3 is now more than 170,000 naked cars after the discount, and you can further negotiate the price when you come to the 4S store......"

Recently, in the BMW 4S store in Beijing, the BMW i3 model with an official guide price of 353,900 yuan has now started a 5% discount promotion, and the price is directly "cut in half". And it is not only the BMW i3 that has cut the price, the new BMW i5 just released in January this year, dealers have also given quotations ranging from 60,000 yuan.

BMW can't bear it? The price of pure electric cars is "cut in half", netizens: continue to roll, love to watch

Behind the big price reduction is the sales dilemma faced by BMW China under the impact of domestic new energy vehicles.

According to the financial report released by the BMW Group for the first quarter of this year, its revenue fell slightly by 0.6% year-on-year, and its net profit fell by 19.4% year-on-year. In China, sales also fell 3.8% year-on-year. It is worth noting that China is also the only major single market in the world where BMW Group's sales have declined.

Big price cuts: There is no minimum, only lower

On the official website of BMW China, the official price of the current BMW i3 still starts at 353,900 yuan. However, among the car owner prices recorded on the website, there are even car owners who bought a car at a naked price of 186,500 yuan and a full price of 194,100 yuan on May 5 this year.

The reporter called a BMW 4S store in Beijing for consultation, and a salesperson said that the BMW i3 is now more than 170,000 naked cars after the discount, and you can still talk if you come to the store. This is lower than the quoted price rumored on the Internet, which is equivalent to 5% off BMW's official guide price.

In fact, not only the BMW i3, but also the BMW i5 has a lot of discounts.

The manufacturer's guide price of the BMW i5 is 439,900-465,900 yuan, while the price quoted by Beijing dealers is up to 60,000 yuan, which is 379,900-405,900 yuan.

It is worth noting that the current BMW i5 was officially launched at the end of January this year, only four months ago.

A few days ago, BMW also officially announced the launch of a new subsidy activity, on the basis of the national 10,000 yuan trade-in subsidy, BMW and MINI owners can enjoy an additional insurance and purchase tax subsidy of up to 18,000 yuan when purchasing BMW pure electric models, or 0 down payment and 0 interest rate financial plan, choose one of the two. Non-BMW and MINI owners can enjoy an insurance subsidy of up to 6,000 yuan when purchasing BMW pure electric models.

In the first quarter, revenue and net profit both fell, and sales in China declined

Behind the large discounts, it is related to BMW's poor sales performance in the Chinese market this year. According to the data, in the Chinese market, the cumulative sales of BMW Group (including BMW and MINI brands) in the first quarter of this year were 187452 units, a year-on-year decrease of 3.8%. China was also the only major single market for the BMW Group to see a decline in sales worldwide, while the BMW Group achieved sales growth in the United States, Germany, the United Kingdom, and other European and American markets.

Behind the decline in sales, first, the increasingly fierce competition in China's new energy vehicle market, especially the rise of independent luxury brands, has brought a lot of pressure to BMW; In addition, BMW's own pace of electrification is not fast enough, and its "oil-to-electric" model has suffered a lot of controversy. With the increasing penetration rate of new energy vehicles in China, BMW's fuel vehicle sales pillar has also been impacted.

Netizen: New energy vehicles can be rolled a little more

In this regard, many netizens said that they did not expect BBA to have today, but it is a good thing for consumers.

Porsche dealers are pressing

Recently, the collective "forced palace" of Porsche dealers in China has aroused heated discussions. According to a number of industry insiders, due to the sharp drop in sales of Porsche and the unsatisfactory sales of pure electric vehicles, dealers have sold cars at a loss, and many Porsche dealers have stopped entering the car to ask the Porsche headquarters to give subsidies.

Porsche China and all authorized dealers issued a joint statement, saying that Porsche China and all authorized dealers have always maintained a regular dialogue mechanism, and this time, the two sides have held a full discussion, covering many aspects including business policies, electrification transformation and many other areas.

According to the data of the Passenger Car Association, after continuous growth in the past few years, imported ultra-luxury cars have declined by 12% since 2023, and the decline will accelerate by 34% from January to April 2024. "The overall weakening of ultra-luxury reflects a temporary slowdown in the purchasing power of ultra-high-end consumer groups." Cui Dongshu, secretary general of the National Federation of Passenger Passengers, pointed out. However, the collective "upward" of independent brands has undoubtedly also had an impact on ultra-luxury brands.

Comprehensive Sina Technology, Southern Metropolis Daily, Sina Weibo

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