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bmw's sales are really not good after withdrawing from the price war. in august, bmw's total sales in china were only 34,800 vehicles, but in the same period last year, bmw's sales were 60,000 vehicles, nearly halved. in contrast, mercedes-benz sold 49,000 vehicles, audi sold 47,900 vehicles, and the domestic new force ideal also sold 48,000 vehicles. in the bba series, the orders lost by bmw were basically taken away by mercedes-benz. why did bmw's sales decline so sharply?

one direct reason is that among bba, bmw was the first to announce its withdrawal from the price war.bmwthe price of i3 changes every day, from 180,000 to more than 200,000. but the problem is that you have sold it for 180,000, and in the minds of consumers, the price of bmw i3 is 180,000. at this time, if you raise the price back to more than 200,000, consumers will not buy it.in august, the sales volume of bmw i3 was only 2,144 units, but 6,952 units were sold in june.

today, the combined sales of the fuel and electric versions of the bmw 3 series are only 7,921 units. the bmw 5 series had previously sold over 10,000 units for three consecutive months, but fell back to 5,600 units in august. there are many reasons for bmw's declining sales, and price is only one of them. in essence, it is still the era of electrification that bmw has not kept up.

just like a popular internet meme, in the era of electric cars, bba are the inferior brands.no one disapproves of the quality of bba's fuel vehicles, and many people are even willing to pay for bba's car logo. but in the era of electric vehicles, bba's technology can no longer keep up. in terms of three-electric systems, driving technology, car chips, smart cockpits, etc., bba cannot catch up with domestic new energy vehicles, nor can it compare withtesla。

in terms of new product launches, bba cannot catch up with domestic cars.bba still continues the pace of fuel vehicles, and it is updated every few years. but now domestic cars are just like mobile phones, which are updated every year.zeekr 001it has achieved three generations in one year. although it is a stab in the back for old car owners, it also shows the cruelty of the competition in china's new energy vehicles.

in the field of electric vehicles, whether it is bmw or mercedes-benz,audi, the product matrix is ​​too small. bmw focuses on i3 and i5, while mercedes-benz focuses on eq series and audi electric vehicles have almost no presence. on the other hand, ideal has launched l6 all the way to l9.nioit has two major product series, et and es, while byd also has dynasty network and ocean network. geely's brand matrix is ​​even more complex, including zeekr, lynk & co, galaxy, polestar, and extreme. chery also launched the zhijie series in cooperation with huawei and independently created the xingtu series.

among them, the most powerful new force is the huawei-led wenjie automobile. the wenjie m9 can sell more than 16,000 units in a single month, with an average price of more than 500,000 yuan.bmw x5, mercedes-benz gle has created a powerful impact.

under the siege of the domestic brands' strategy of "sea of ​​cars", bba is not able to adapt. in terms of electric performance, bmw i3 and i5 are not as good as weilai and zeekr. domestic cars of the same level generally have lower prices and better performance. as a result, bba cannot compete with domestic cars in terms of price, and cannot compete with domestic new energy vehicles in terms of performance. to this day, the basic market of bba is still fuel vehicles. people who buy bmws mainly buy fuel vehicles.

this has resulted in bmw's brand power being less powerful than before.in the new energy era, bmw still mainly produces fuel vehicles. in the eyes of young people, this brand seems too old-fashioned and out of date. many young people prefer nio et5, zekr 001, and xpeng p7 to bmw i3.

bmw is in an awkward situation at this time, and the pain of the transition period has not yet passed. if bmw blindly engages in price wars, it will lose its brand value. if it does not engage in price wars, it will not be able to maintain its market share and its sales will continue to decline. bmw has bet on the development of electric technology, but chinese independent brands have already overtaken the curve and moved ahead. bmw has changed from a leader to a follower. at the same time, bmw has to stick to the huge overseas fuel vehicle market, which means it has to grasp both hands.

german car companies have experienced challenges from american cars, withstood the rise of japanese cars, and suppressed the entry of korean cars into europe. but now, chinese cars are becoming the strongest rival of the german auto industry, and the biggest challenge german cars have encountered in the past hundred years.

but german car companies have been able to survive for hundreds of years, and despite twists and turns, they have remained standing. the key is that they will not be self-contained. this time, bba is also determined to bet on china. bmw increased its investment in shenyang by 20 billion yuan, mercedes-benz invested 14 billion yuan in beijing and fuzhou, audi invested 30 billion yuan in the first batch of its changchun factory, and volkswagen invested 5 billion yuan in xiaopeng.if you can't beat them, just join them. german cars can be said to be flexible.