BMW ix3 drop 70, 000 domestic Tesla Model Y may trigger a chain reaction in the luxury pure electricity market

Although there is no clear evidence that the domestic price-adjusted Tesla Model Y has posed a potential threat to BBA, BMW iX3, as a representative of luxury brand pure electric models, has taken the lead in responding.

On the evening of January 27th, BMW officially announced that from 00:00 on January 28th, the pure electric SUV BMW iX3 will adjust the price of its models by about 70, 000 yuan, with a price drop of about 14%.

In response to this price adjustment, BMW explained: in order to comply with market changes, dealer sales support has been reduced by four points and dealer inventory has been subsidized; for vehicles delivered before January 28, consumers will be compensated according to the invoice amount and the latest official price.

"at present, the iX3 pioneering model has been adjusted from 509000 yuan to 439000 yuan, with a discount of 70, 000 yuan, and the price of the leading model has also been adjusted at the same time." January 28, Beijing Xingdebao 4S store sales staff told reporters. Beijing Baoxinhang 4S store sales consultant also said that the official price of iX3 has been adjusted, and there is an ample supply of cars in the store at present. The sales consultant also said that if you really want to buy, "the price is still negotiable."

"the official reduction of BMW is in response to the sharp price reduction of Tesla Model Y in early January." According to Lin Zhi, an auto analyst, BMW hopes iX3 can gain more share of the luxury pure electric SUV market by cutting prices.

In the field of electric cars, Tesla has been the latecomer. According to the cheng Association, Tesla sold 23804 domestic Model 3 vehicles in China in December 2020, accounting for more than 11% of China's new energy vehicle sales. From January to December, he sold a total of 137459 vehicles, ranking first in domestic new energy vehicle sales.

However, compared with Tesla's strong growth in the electric car market, the new energy products of the three luxury brands of BBA have not risen as a result of years of brand accumulation. In 2020, the cumulative sales of BMW, Audi and Mercedes-Benz new energy products were 29300, 12400 and 3900 respectively.

How to solve the dilemma in the field of electric vehicles has become an important thinking for luxury brands.

"Mercedes-Benz is shifting more of its product development resources and expertise to the field of electric drive." Mercedes-Benz insiders have revealed that Mercedes-Benz will start the development process of the "year of EQ" in 2021. On the basis of EQC, we have successively realized the localization of two pure electric models, EQA and EQB, and introduced the first flagship model EQS, which is based on the (EVA) platform of large-scale pure electric model architecture and has a range of more than 700km.

Volkswagen Group, which has always been more bold in the electrified transformation, its Audi brand has also ushered in the latest investment in the field of electrification. A few days ago, Audi, Volkswagen Group and China FAW announced that the Audi FAW New Energy Joint Venture will be located in Changchun. The joint venture will introduce PPE, a high-end pure electric vehicle platform jointly developed by Audi and Porsche. Its first plant plans to invest more than 30 billion yuan, and the first model will be put into production in Changchun in 2024. According to the plan, Audi will also bring a domestic version of e-tron this year.

"Tesla's domestic has indeed brought a certain impact on the domestic luxury electric car market." An official in the China region of a luxury brand said that the electric models introduced into the Chinese market by his company can only be regarded as "testing the water" and do not have too many expectations for sales. "but now it seems that Tesla's momentum is really strong."

The latest information shows that the annual production capacity of Tesla Shanghai Super Factory has reached 250000 vehicles and plans to increase to 450000 vehicles.

"BMW iX3 price reduction is to give a certain hedge to the pricing of Model Y." Li Yanwei, a member of the expert committee of the China Automobile Circulation Association, believes that if BMW can take volume after the official reduction, it will exert some pressure on the domestic Mercedes-Benz iX3 and Audi e-tron.

BMW fired the "first shot" of pure electric luxury models, and its follow-up market performance remains to be seen. But according to past practice, this is likely to trigger a chain reaction in the domestic luxury car market. "after the sharp price reduction of BMW, Mercedes-Benz is also very likely to be forced to adjust in order to maintain sufficient competitiveness, and the upcoming listing of domestic Audi e-tron is even expected to make the price in one step." Some people in the industry said.