Recently, the topic of "BMW 4S stores in many places refuse to deliver the car" rushed to the hot search on Weibo, causing widespread attention. BMW China responded to the media: "We have taken note of the relevant content and conducted a preliminary investigation internally, and the cases involved are all individual cases, and the specific circumstances of each case are different. We are actively communicating with relevant dealers and urging BMW authorized dealers to comply with the Measures for the Administration of Automobile Sales and relevant laws, regulations and contracts, so as to safeguard the rights and interests of consumers and ensure that consumers have a satisfactory service experience. ”
In response to the 4S store's refusal to deliver the car, BMW China's customer service staff said that BMW fully delivers the vehicle to the dealer before and after the sale, and if it is a problem of increasing the price before handing over the car, the customer service center can assist in feedback to the specific store, and the store will provide a solution in the future.
According to media reports, some consumers said that they had paid a deposit and signed a contract for the BMW 4S store at the end of June, but the 4S store currently refuses to deliver the car on the grounds of "no car". In addition, on social platforms, it is not uncommon for consumers to report similar situations. Some BMW consumers posted that it was difficult to pick up the car, and BMW 4S stores in several cities were accused of proposing additional fees of up to 30,000 yuan when delivering new cars, and 4S stores could not deliver cars on the grounds of "no car due to reduced production" or "no ticket due to price increase".
Some consumers said that the reasons for the refusal of 4S stores to deliver are also different, and for some consumers who have signed contracts and paid deposits, the response given by the stores is that the car has been stopped or the output has been reduced. For those consumers who only paid a deposit but did not sign a contract, the store responded with reasons such as "the approval of the headquarters was not approved".
A BMW 4S store sales said that there is indeed a situation where it is difficult to deliver the car in July, and the specific reasons are inconvenient to disclose. "It has nothing to do with the price increase, it's just a matter of waiting a little longer to pick up the car."
Judging from the content of consumers' revelations, there was a large-scale refusal to deliver BMW 4S stores in many parts of the country, and the models were mainly concentrated in i3, ix3, and 3 series, most of the consumers were at the end of May and June, and most of them were asked to temporarily increase the price by 30,000 when they picked up the car in July.
Many netizens said: "It looks ugly", "When the price rises, the price should be increased, and the price should also be reduced when the price is reduced".
In response to market changes, BMW has previously implemented a series of price incentives, especially in the face of competitive pressure from emerging EV brands, BMW has adopted an aggressive pricing strategy to stimulate sales. However, since the end of June, BMW has announced an adjustment of its strategy, raising the prices of some models. It is understood that some sales employees of BMW 4S stores said that the prices of all BMW products have been raised, ranging from 30,000 to 50,000 yuan.
Last year, in order to maintain its market share, BMW chose to cut prices to survive, and the annual discount rate was as high as 17.66%, far exceeding the industry average. Taking the BMW i3 electric car as an example, the price of its naked car fell by half from 353,900 yuan, and the landing price after the insurance fell to less than 200,000 yuan.
In 2023, the BMW Group's global sales will be 2.555 million units (BMW, MINI, Rolls-Royce), a year-on-year increase of 6.5%, of which 825,000 BMW and MINI cars will be sold in the Chinese market, a year-on-year increase of 4.2%. However, the BMW Group's net profit fell by 34.5% year-on-year last year. In the first half of this year, the BMW Group's cumulative sales in the Chinese market were 375,900 units, a year-on-year decrease of 4.2%.