Luxury car brands have 'stopped the bleeding' one after another, BMW has withdrawn from the price war, Mercedes-Benz and Audi have continued to increase prices in China

According to news on July 16, after BMW, the luxury car market has once again faced a major adjustment. Brands such as Audi and Mercedes-Benz have pressed the pause button on price wars in the Chinese market and embarked on the road of price increases. This change not only marks a strategic adjustment for the first camp in the domestic traditional luxury car market, but also heralds a new round of changes in the direction of the industry. According to in-depth reports from many authoritative domestic media, BMW took the lead in withdrawing from the "price war" and quickly caused a chain reaction in the industry. Brands such as Mercedes-Benz and Audi followed suit and jointly announced a major adjustment in this market strategy.

A salesperson at a Mercedes-Benz 4S store revealed: "We have noticed the news that BMW has withdrawn from the 'price war', and Mercedes-Benz will definitely follow suit. In fact, Mercedes-Benz is also actively preparing to follow up, because many models are currently in the The embarrassing situation of "making money at a loss", such as a C-class model, has to bear a loss of up to 70,000 yuan for every unit sold. This is obviously not a healthy and sustainable business model. "

In addition, there are sales staff. Said: "Main-selling models such as Audi Q5L, A6L, and A4L have all had slight increases, and may continue to increase in the future, but the magnitude will not be too large.

Take the Audi Q5L 45TFSI luxury dynamic model as an example. Although its installment The lowest price has dropped to around 290,000 yuan, but the actual price in stores has quietly increased by 1,000 to 2,000 yuan, showing the brand’s subtle adjustments to its price strategy.”

In addition, the editor also noticed that as early as in major stores. Before the brand officially announced the price increase, many car owners from Chengdu, Suzhou and other places in the Know Che Di community shared the recent phenomenon of price increases at BBA (Mercedes-Benz, BMW, Audi) 4S stores, further confirming this. Early manifestation of market trends.

Industry analysts believe that when pure price competition can no longer effectively drive sales growth and may even damage brand value, exiting the price war becomes an inevitable choice. In this context, subsequent luxury brands such as Porsche may also follow the footsteps of "BBA" and jointly explore new market strategies to cope with the increasingly fierce market competition environment.

-->

The above is the detailed content of Luxury car brands have 'stopped the bleeding' one after another, BMW has withdrawn from the price war, Mercedes-Benz and Audi have continued to increase prices in China. For more information, please follow other related articles on the PHP Chinese website!