Since January 1, 2026, BMW China has adjusted the recommended retail prices for many of its main models, with the highest official reduction of more than 300,000 yuan for some models. Specifically, BMW is making a wide range of price adjustments this time, including flagship and entry-level models, with a reduction of more than 10%. For example, the flagship i7 M70L directly dropped by 301,000 yuan, from the original price of 1.899,000 yuan to 1.598 million yuan, a drop of 16%. The biggest drop was the BMW iX1 eDrive 25L. The guide price was reduced from 299,900 to 228,000 yuan, a decrease of 24%. The fuel version of the X1 also followed suit. The guide price for the X1 xDrive25Li was reduced from 349,900 to 288,800 yuan, a decrease of 18%; the X1 sDrive25Li fell from 316,900 to 258,000 yuan, a decrease of 19%. The guide price for the BMW 7 Series executive sedan, the entry-level 735Li dropped from 919,000 yuan to 808,000 yuan; the 740Li leading model dropped from 1.069 million yuan to 938,000 yuan, all with a decrease of 12%. BMW officially described this price adjustment as a “systemic value upgrade,” stressing that this is a concrete implementation of its “in China, for China” strategy, which aims to enhance brand affinity and market competitiveness by lowering the threshold for car purchases. For consumers, it is now possible to buy a BMW M235L for less than 300,000 yuan, or a 2-series four-door coupe for less than 260,000 yuan, drastically lowering the threshold for realizing the “blue sky and white clouds” dream. Furthermore, BMW's large-scale price adjustments will also change the domestic luxury car market pattern. Whether Mercedes-Benz and Audi follow up on the price adjustments will directly affect the market competitiveness of the top three German luxury brands.

Since January 1, 2026, BMW China has adjusted the recommended retail prices for many of its main models, with the highest official reduction of more than 300,000 yuan for some models. Specifically, BMW is making a wide range of price adjustments this time, including flagship and entry-level models, with a reduction of more than 10%. For example, the flagship i7 M70L directly dropped by 301,000 yuan, from the original price of 1.899,000 yuan to 1.598 million yuan, a drop of 16%. The biggest drop was the BMW iX1 eDrive 25L. The guide price was reduced from 299,900 to 228,000 yuan, a decrease of 24%. The fuel version of the X1 also followed suit. The guide price for the X1 xDrive25Li was reduced from 349,900 to 288,800 yuan, a decrease of 18%; the X1 sDrive25Li fell from 316,900 to 258,000 yuan, a decrease of 19%. The guide price for the BMW 7 Series executive sedan, the entry-level 735Li dropped from 919,000 yuan to 808,000 yuan; the 740Li leading model dropped from 1.069 million yuan to 938,000 yuan, all with a decrease of 12%. BMW officially described this price adjustment as a “systemic value upgrade,” stressing that this is a concrete implementation of its “in China, for China” strategy, which aims to enhance brand affinity and market competitiveness by lowering the threshold for car purchases. For consumers, it is now possible to buy a BMW M235L for less than 300,000 yuan, or a 2-series four-door coupe for less than 260,000 yuan, drastically lowering the threshold for realizing the “blue sky and white clouds” dream. Furthermore, BMW's large-scale price adjustments will also change the domestic luxury car market pattern. Whether Mercedes-Benz and Audi follow up on the price adjustments will directly affect the market competitiveness of the top three German luxury brands.