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Amidst the rapid growth of the domestic new energy vehicle market, traditional luxury brands like BBA (BMW, Benz, Audi) are struggling to uphold their brand premium in the era of fuel vehicles. According to recent reports, both BMW and Mercedes-Benz have significantly cut prices to boost sales of their electric models. For instance, the retail price of the BMW i3 in China has nearly halved, with some dealerships offering bare vehicles for less than RMB 200,000. Similarly, the domestic selling price of the Mercedes-Benz EQE has plummeted to around RMB 300,000, significantly below its official guidance price and German market value. These price reductions have even resulted in an influx of BBA electric vehicles into the car-hailing market. It is reported that a Guangzhou-based car-hailing leasing company has bulk-purchased BMW i3s for use as operational vehicles.
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