Plummeting to 200,000, the miscellaneous BMW found the right posture for BBA to sell trams

In 2023, China will once again be the most important market for BMW. Last year BMW sold 8250,000 vehicles, which is far more than the combined sales of the US and German markets, which together are only 6770,000 units. What makes BMW straighten its waist even more is its outstanding achievements in the sales of new energy models. 82Of the 50,000 vehicles, nearly 100,000 were electric vehicles, an increase of more than 138% over last year. The Chinese market alone accounts for more than 1.4 of BMW's global BEV sales (380,000 units).

Such results also put BMW in the lead in the BBA, with Mercedes selling 7370,000 units, Audi is 7290,000 units. In terms of new energy sales, it can be described as hanging. Audi e-tron series delivered 310,000 units, Mercedes-Benz sold 290,000 pure electric vehicles, in the first communication meeting with the general expression of "doubling growth", summarized their pure electric vehicle sales in the Chinese market. BMW, which was once jokingly called a miscellaneous electric car brand, has finally stood up.

#BMW logo and price reductionLooking back at BMW's 2023, in the new energy business, BMW has implemented the goal of increasing sales, focusing on significant price reductions and the strategy of gasoline and electricity on the same platform. The latter is often complained about and considered to be evidence that BMW is not professional enough in electric vehicles and technology for new domestic forces. The i3, ix3, and i4 are all based on existing combustion engine vehicle platforms.

Specifically, BMW's all-new i3 shares the CLAR rear-wheel drive platform with the BMW 3 Series, removing the engine and gearbox of the fuel version of the BMW 3 Series and replacing them with modular batteries and motors. That is, apart from the blue and green cards in front of you, you can hardly tell if it's an i3 or a 3 series.

BMW i3 oil to electricity basically did not affect consumers, first-line sales feedback - customers who actually buy a car rarely mention this, regardless of whether the power is burned oil or electricity, consumers still recognize the BMW brand. This is not only BMW's deep insight into consumer psychology, but also a necessary stage for the revolution of the automotive industry to be transmitted from the production end to the consumer side. It's just that if compared with the electrified, intelligent, and leading domestic electric vehicles, the traditional luxury brand electric vehicles have no advantagesSales volume should be raised, ** must be reduced. BMW is decisive and resolute in this regard, and the ix3 has just been on the market for 4 months, with a direct drop of 70,000 yuan, and in two years, the price of each BMW pure electric model has been reduced by at least 100,000 yuan, and some have even dropped by 200,000 yuan. In the case of the BMW i3, the official guide price of the new car is 3539-41.390,000 yuan, 150,000 terminal discounts, and a naked car price of more than 210,000 yuan can buy a BMW i3, and about 6,000 units can be sold every month.

The official guide price range of BMW ix3 is 4050-44.500,000 yuan, terminal discount of 180,000 yuan, plus the purchase tax exemption policy, can currently sell 3,000-4,000 vehicles per month.

Understand Chedi data.

Although price cuts may not be a long-term strategy, BMW has used these two strategies to stabilize the sales of pure electric vehicles and avoid BMW completely losing its voice in the new energy field.

#What is lost and what is gainedSince entering the Chinese market in April 1994, the BMW Group, which owns four well-known brands: BMW, Mini, Rolls-Royce and BMW Motorrad, has been developing smoothly. Especially in 2020, when the automotive market was generally sluggish, BMW still achieved 7With an annual growth rate of 4%, sales reached 7770,000 units. In 2021, BMW surpassed Mercedes-Benz and Audi to win the sales championship of luxury brands that year. Even electric cars, BMW was the first to do it in the BBA. In 2007, BMW set up a dedicated electric vehicle R&D team, Project i, and in 2011 launched a new sub-brand, BMW i, with the i3 and i8, the former being pure electric and the latter being plug-in hybrid. At the end of 2014, the i3 was also named one of the best inventions of the year by Time magazine, considering it a car that makes electric cars even more attractive .

However, due to the immaturity of the domestic and foreign electric vehicle markets at that time, and the ** and endurance of the i8 and i3 were not recognized by consumers, these two cars could not be sold at all, and finally ended up being discontinued. Subsequently, from 2016 to 2020, the industry considered it to be the five years BMW lost in the transition to electrification. In the past five years, Tesla has led a revolution in the automotive industry, and new car-making forces such as NIO, Xpeng and Li have also emerged in China. BMW had to take the importance of the electric vehicle business even further. In 2019, BMW took the helm of Kruger and Oliver Zipse took over, bringing the electrification program back into focus.

In July 2020, BMW launched the ix3, an electric SUV. But Zipzer is not radical, and he has chosen to develop battery electric vehicles, plug-in hybrids and hydrogen fuel cell vehicles at the same time. BMW wants to inherit and innovate, both to sell and to make money. As a result, BMW has never gone all-in on electrification and has not put all its resources into the same area. 2025 is the key turning point in BMW's plans.

At that time, all technologies such as batteries, motors, electric drives, autonomous driving, and control units will be mature enough. - Zipzer

This is a model made for China. The most obvious thing is that the color TV sofas are arranged, compared to the overseas version, the domestic i5 is at 123-inch gauge +14The 9-inch central display adds a 31-inch 8K floating screen in the rear.

In BMW's view, the biggest highlight of the new generation of 5 Series is that it brings both fuel and pure electric models, that is to say, the 3 Series, 5 Series, and 7 Series three four-door sedans with different positioning have their own pure electric products. #The next glory of the Bavarian engine factoryIn the past, BMW's attitude of "both wants and wants" made everyone think that the pure electric models of traditional luxury car brands were difficult to improve. Today, things have quietly changed. As BMW's largest market, meeting the needs of Chinese consumers has become BMW's primary goal, and even shouted out the strategy of "in China, for China", and has successively built a R&D center, powertrain plant, and power battery production base in Shenyang.

More importantly, the Bavarian engine factory, which once brought great glory to BMW, will stop producing gasoline vehicles and only pure electric vehicles from 2027. - end -