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as we all know, in early july, bmw announced an incredible thing, that is, it would withdraw from the price war. the original intention was to improve the survival and profitability of bmw dealers and 4s stores, so the terminal discounts were relatively large before. several models have seen reduced discounts. for example, the starting price of the bmw i3 was once reduced to more than 170,000. after bmw announced that it would withdraw from the price war, the starting price quickly rose to around 240,000.

moreover, some old problems have appeared in bmw's 4s stores and dealers, that is, users who previously ordered cars at a discounted price of more than 170,000 yuan have encountered dealers and 4s stores breaking the contract, or asking for a "price increase." after re-signing the contract at a higher price, the arrogance of traditional 4s stores that recognizes money but not people and luxury brand dealers is fully reflected.

perhaps from the perspective of bmw, its dealers and 4s stores, bmw, as a first-tier luxury brand, has strong brand influence, so even if terminal discounts are narrowed, it should not have much impact on sales, because in the past few times in the price war in the domestic auto market, almost all first-tier luxury brands have escaped unscathed.

but this time the situation is a little different. in july and august, bmw's sales continued to decline sharply. especially in august, bmw's terminal sales were only a little more than 38,000 units, a year-on-year decline of 42%. this is quite tragic. sales data, because it was also august, and li auto’s sales reached 48,000 units!

therefore, after mid-august, many friends reported that bmw terminal stores "quietly" restored the previous discount range. in other words, after a month of unsuccessful "self-isolation", bmw returned to the price war and bmw withdrew. the "farce" of the price war has come to an end. bmw's response to the rumors is that dealers and 4s stores have the right to determine the retail price of models, which is a tacit agreement to return to the price war!

this was actually expected. the current market environment is different from the past. bmw has reduced prices a little, while others have reduced prices a lot. it’s just that in our opinion, many of the tens of thousands of users who bought cars during the price increase period of bmw should be very angry now, because the front is very cheap, the back is very cheap, but they bought a bmw when it was the most expensive car!

in fact, we have already guessed the outcome from the time bmw announced its withdrawal from the price war. the reason why we are so sure is simple: the market environment has changed. in today's domestic mid-to-high-end automobile market, it is obvious that it is divided into two factions, the traditional luxury brands represented by audi, bmw, and mercedes-benz, and the new power brands dominated by ideal, wenjie, tesla, etc.

it can be said that at the same price, the product strength of ideal, wenjie and tesla is superior to the products of bmw, mercedes-benz and audi. and it is obvious that domestic consumers recognize new energy vehicles. the popularity of new energy vehicles is getting higher and higher. in terms of performance, configuration, intelligence and other aspects, new energy vehicles have shown a level that is difficult to reach by traditional luxury brands.

therefore, bmw’s withdrawal from the price war will not have any impact on the overall market environment. because bmw has narrowed terminal discounts, consumers can buy mercedes-benz and audi. if these two brands narrow discounts together with bmw, then just give up. because in today's market environment, the brands of audi, bmw, and mercedes-benz and relatively large discounts may be the last two points to maintain consumers' desire to buy. now that they have narrowed the discounts, then consumers can completely give up their "fantasy" "go directly to buy mid-to-high-end new energy brands with higher cost performance and intelligence. ideal, wenjie, and tesla are all very good choices.

therefore, the "farce" of bmw withdrawing from the price war and returning to the price war this time has also made people see clearly the powerlessness of traditional luxury brands in the face of the impact of future trends. although the current first-tier luxury brands still have a certain appeal, but the premise must be that the price discount is relatively large, otherwise it will be quickly overwhelmed by mid-to-high-end new energy vehicles. i think bmw will no longer have the strange idea of ​​withdrawing from the price war or raising prices in disguise.