BMW China's new trends in the second half of the year: attaching importance to business quality and working with dealers to develop steadily

News on July 13: Recently, rumors that BMW China will withdraw from the price war have aroused widespread attention in the market. According to blogger @Sunshaojun09, due to the price war leading to serious store losses, BMW plans to stabilize prices by reducing sales volume from July in order to ease the operating pressure on stores. In response to this, BMW China responded to Shell Finance that in the second half of the year in the Chinese market, the company will focus on business quality and support the steady development of dealers. According to the editor's understanding, in the first half of 2024, the BMW Group sold 375,947 new BMW and MINI cars in the Chinese market, a decrease of 4.2% compared to the same period last year. In the second quarter of this year, BMW sales in China reached 188,495 vehicles, a year-on-year decrease of 4.7%. BMW continues to grow globally despite pressure from falling sales. Data shows that in the first half of 2024, the BMW brand's global sales reached 1,096,486 vehicles, a year-on-year increase of 2.3%. Among them, the sales volume of pure electric models was 179,557 units, a significant year-on-year increase of 34.1%. In the second quarter, global sales of the BMW brand were 565,553 vehicles, a year-on-year increase of 2.2%.

In response to market changes and competitive pressure from domestic brands, BMW issued a series of subsidy and reduction policies to dealer stores at the end of May this year.

1. New car sales:

   • Provide discounts for specific models
   • Extended warranty or free maintenance

2. Customer support and service:

   • Extended free roadside assistance service
   • provided Door-to-door pick-up and delivery service

3. BMW Finance:

   • Reduce the down payment ratio
   • Extend the loan period

4. Dealer development:

   • Provide marketing cost support
   • Optimize dealers Network layout

5. Used car business:

   • Expand the scope of certified second-hand cars
   • Provide trade-in discounts

This move shows BMW’s keen insight into the current market environment and its determination to actively respond to challenges .

In the fierce market competition, BMW strives to maintain its leading position in the global luxury car market by adjusting sales strategies and providing support policies. However, with the continuous expansion of the new energy vehicle market and the rise of domestic brands, BMW still needs to continue to innovate and adjust its strategy to adapt to the new market structure.

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