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bmwthe product is not selling well, so we return to the price war.as proud as bmw was when it withdrew from the price war, it is now embarrassed when it returns to the price war. bmw explained that it made normal price adjustments in order to achieve its annual sales target. it seems that it will be difficult for bmw to achieve its sales target this year. why did bmw return to the price war? there is only one reason:it really isn’t selling well. the sales figures have dropped so drastically.

bmw announced its withdrawal from the price war in july this year. at that time, the price war was so fierce thatbmw i3the price of the bare car has dropped to 170,000 yuan. some bmw dealers can't bear it, and the bmw group can't bear it either. according to media reports, bmw loses more than 10,000 yuan for every car it sells. seeing that the loss is too serious, bmw wants both profit and sales, so it simply withdraws from the price war.

but the price war is not just about price, but also about value. if your bmw i3 is sold at 170,000 yuan, and suddenly it rises back to more than 200,000 yuan, will consumers still buy it? when the i3 drops to 170,000 yuan, it is only worth 170,000 yuan. when you raise the price back to the original level, except for bmw's die-hard users who are willing to pay a higher price to buy it, ordinary users will directly switch to bmw.audi、benz, or other domestic electric vehicles. the effect of withdrawing from the price war is very significant.in august, bmw's sales fell to 34,800, almost halving.

during the same period, audi sold 47,900 vehicles and mercedes-benz sold 49,500 vehicles.mercedes-benz is not only more expensive than bmw, but also sells better. why is this the case? there are two main reasons: first, audi's fuel car users are too loyal and cannot be replaced by electric cars in the short term. audi's electric car sales are not good, so it focuses on selling fuel cars. if the price should be reduced, it will be reduced.audi a4l, a6l, all of which have given a lot of discounts. but audi still has a bottom line, and it has not dropped to as low as the bmw 3i. audi electric cars are not selling well, so at worst they won't sell them, and the basic market of fuel cars is still very stable.

second, mercedes-benz’s sales increased instead of decreased.mercedes-benz has no intention of reducing prices from the beginning.mercedes-benz e-classthe price of the mercedes-benz c-class has been slightly increased, and it is several thousand yuan more expensive. for people who spend 400,000 or 500,000 yuan to buy a car, this increase of several thousand yuan is not a big deal, but the brand tone has been stabilized. the task of mercedes-benz to grab sales has been handed over to the mercedes-benz c. however, the price of the mercedes-benz c has basically stabilized at around 250,000 yuan, and it has not dropped as sharply as the bmw i3. even mercedes-benz electric cars,EQEthe series also maintained above 300,000.

in other words, audi and mercedes-benz did not sell off their electric vehicles at low prices in order to clear their inventory. they sold as many as they could, and for electric vehicles that were not selling well, they reduced their production capacity, and their main battlefield remained in the field of fuel vehicles.

the biggest problem with bmw is thatit wants both the sales of electric vehicles and the profits of fuel vehicles.as a result, the price of electric cars was reduced too much, which damaged the brand value of bmw, and fuel car users turned to audi and mercedes-benz. at this time, bmw's fuel car was also forced to reduce the price significantly.bmw 5 series, the starting price has been reduced to 330,000 yuan, which is more than 100,000 yuan lower than the suggested price. once this price-for-volume approach is taken, it will be difficult to raise the price again.

why?because consumers’ minds have been refreshed.everyone thinks that the bmw 5 series should be sold for more than 300,000 yuan. when bmw withdraws from the price war, consumers will wonder, why should they buy bmw? why not go to the next door to see mercedes-benz and audi? among bba, the decline in bmw sales is much faster than that of audi and mercedes-benz. in a panic, bmw made another bad move,bmw i7the flagship electric sedan has been reduced by 550,000 yuan, and the bare car price has reached 663,300 yuan.

although the price cut is quite drastic, the bmw i7 is not very competitive in the price range of 660,000 yuan. there are two reasons for this:first, in the price range above 500,000 yuan, the market capacity for electric vehicles is extremely limited.currently, the price range with the largest sales volume of electric vehicles in the world is above 500,000 yuan. as long as it exceeds 500,000 yuan, any electric vehicle will be difficult to sell, includingtesla, porsche, etc., are not selling well.

second, in the field of electric vehicles, the bmw brand is too old-fashioned.rich middle-aged people are not willing to pay a high price for an electric bmw, while rich young people would rather buy a nio et7 worth 400,000 or 500,000 yuan, which at least shows their pursuit of new power and trendy technology. it is okay to buy a bmw 7 series fuel car, but buying a bmw i7 electric car is particularly different.

bmw's return to the price war was not voluntary, but forced. to get out of the predicament, bmw should produce high-end electric vehicles in china and then export them to the european and american markets to achieve a reverse dimensionality reduction attack. china is too competitive, and bmw can't just lie down.