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at the 2024 chengdu auto show, bmw launched a number of m-series performance car products, among which the first high-performance hybrid sedan, the all-new bmw m5, made its china debut.

the high-performance car market where the m series is located is a relatively niche market. cui dongshu, secretary-general of the china passenger car association, believes that although high-performance cars are relatively niche, they are a strategy for brand upgrading and will gradually become a new sales growth point for luxury car giants.

this year is a big year for bmw m series products. in addition to the m5, the bmw m2 coupe, the new bmw m3, the first domestically produced bmw m performance car, the new bmw x1 m35li, and the newly upgraded bmw m240i coupe were also unveiled and launched at the chengdu auto show. by the end of this year, the number of m high-performance cars and performance models provided by bmw in china will reach 23, covering almost all bmw market segments.

the reporter noted that the current luxury car market is highly competitive, and luxury car companies have realized the importance of expanding into niche market segments.

since the beginning of this year, the terminal prices of the main products of bba (bmw, mercedes-benz and audi) have dropped significantly, which has caused many stores operating luxury brands to suffer losses. however, on the other hand, price cuts have not effectively stimulated sales growth. official data show that in the first half of this year, the overall sales of luxury car brands still showed a downward trend. in the second half of the year, luxury brands have eased the price war by adjusting sales tasks and other measures. high-performance cars are an important driving force for improving brand height and are also crucial to improving business quality.

take bmw as an example. the prices of high-performance products such as the m series are often high, and the starting price of the cheapest model is 400,000 yuan. such products usually have high profits and relatively stable terminal prices. industry insiders pointed out that focusing the automotive business on high value-added products is one of the strategies of luxury car companies to deal with the high r&d expenses of electric models and the uncertainty of the overall economic environment.

it is worth noting that the domestic luxury car market landscape is changing.according to the china passenger car association, the proportion of domestic new car consumers who buy new energy vehicles with a price of more than 400,000 yuan increased from 1.2% in 2017 to 3.4% in 2023; in the 200,000 to 300,000 yuan range, the proportion increased from 8.5% to 17.5%. although the proportion of new energy vehicles in the market above 400,000 yuan is not high, as car manufacturers such as ideal and weilai continue to layout the high-end market, first-tier luxury brands have to speed up the pace of strategic adjustments. bmw is accelerating its electrification transformation. the new generation of models will start global production next year and will be domestically produced in shenyang in 2026. at least 6 new generation models will be launched within 24 months after the new generation of models are launched, including a sedan and an suv.