BMW China Announces Price Cuts for 31 Models, with Maximum Reduction of RMB 301,000

[Market Update] Starting January 1, 2026, BMW China will officially adjust prices for 31 core models, with the largest reduction reaching RMB 301,000.

⚡ Core Strategy: Systematic Value Enhancement, Not a Price War

BMW China stated that this adjustment is an "active strategic optimization," emphasizing that it is not engaging in short-term price competition but rather implementing a systematic upgrade of its product value proposition.

📊 Key Figures: Discounts Exceeding 10% on Multiple Models

The i7 M70L drops from RMB 1,899,000 to RMB 1,598,000, a direct reduction of RMB 301,000; the iX1 eDrive25L sees a 24% price cut, now priced at RMB 228,000; the X1 sDrive25Li is reduced to RMB 258,000, and the 2 Series Gran Coupe now starts at RMB 208,800. The number of models with recommended retail prices under RMB 300,000 has increased from 3 to 10.

💡 Industry Impact: Traditional Luxury Brands Under Pressure to Transform

Facing intense competition from new-energy rivals offering superior hardware, software, and more aggressive pricing, BMW’s sales have remained under pressure—its August 2024 sales plummeted by 42% following a prior price hike. This latest price correction aims to regain market share.