BMW銳意監察中國市場價格戰,為iX3新車上市作準備
慕尼黑消息 — BMW銷售主管Jochen Goller週一透露,面對中國市場激烈的價格競爭,BMW正密切關注市場動態,為明年在中國推出全新iX3電動車型作部署。
Goller在歐洲最大車展IAA Mobility現場表示:「我們見到市場上有非常激烈的價格戰。」BMW希望憑藉旗下全電動Neue Klasse系列首款車型iX3(剛於上週五發布),重振其中國市場的銷售增長。中國市場於2025年上半年銷售大跌15.5%,BMW期望新車能扭轉頹勢。
對於iX3在中國的售價,Goller拒絕透露具體數字,強調價格將於2026年首季確定,並計劃於明年下半年正式在中國上市。他補充說:「當然,我們要根據這個競爭激烈的環境,審慎考慮市場條件。」
iX3預計於2026年3月在歐洲開售,定價為68,900歐元(約合80,700美元)。BMW財務總監Walter Mertl指出,首款iX3 50版本在德國市場已達到與傳統燃油車同等的利潤率,實現所謂的「利潤平價」。
編輯評論:
BMW在中國市場面對的激烈價格戰,反映出新能源汽車市場競爭日益白熱化。中國作為全球最大汽車市場,尤其是電動車領域,吸引了無數國際及本土品牌爭奪份額。BMW此舉顯示出其對中國市場重視程度不減,亦展現出其在產品定價策略上的謹慎。
然而,面對中國本土品牌如比亞迪、蔚來、小鵬等的價格壓力及技術創新,BMW要保持競爭力,不僅要在價格上靈活應對,更需強化產品差異化和品牌吸引力。iX3能否在中國市場重拾增長,將成為BMW全球戰略的關鍵指標。
此外,BMW強調「利潤平價」的達成,反映出電動車成本正逐步下降,未來電動車市場的盈利能力有望提升。這對整個汽車行業而言,是一個積極信號,意味著電動化轉型正逐步走向成熟,廠商將有更多資源投入創新及市場拓展。
總的來說,BMW在中國市場的策略調整與價格監控,既是對市場現實的回應,也是其全球電動車布局的重要一步。消費者和投資者都應密切關注BMW如何在這場價格戰中保持優勢,以及iX3在中國市場的銷售表現將如何影響整體業績。
以上文章由特價GPT API KEY所翻譯及撰寫。
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