BMW Car Prices Drop to Compete with Chinese Products

KatadataOTO – European car manufacturers seem to be fed up with products from China. This is because they are disrupting their market.

Moreover, many four-wheeled vehicles from China are offered at very affordable prices to consumers.

This situation has prompted BMW to adjust its strategy, for example by lowering the prices of its products.

“BMW China has officially announced a major adjustment to the recommended retail prices for more than 30 major models,” wrote a Carnewschina report on Monday (05/01).

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It was mentioned that this policy has been officially in effect since the turn of the year, or January 1, 2026.

BMW is claimed to have taken a rather bold step. Because it has lowered the prices of its four-wheeled vehicles very aggressively.

Most BMW car prices have been adjusted by about 10 percent. This applies to both premium and entry-level models.

For example, the BMW i7 M70L was originally sold for 1.899 million yuan or Rp 4.5 billion, and is now only 1.598 million yuan, equivalent to Rp 3.8 billion.

This amount is quite significant for a product from the Blue Continent (Europe), considering there is a decrease of about 16 percent.

Then, the biggest price drop for a BMW car occurred with the iX1 eDrive25L model. In 2025, it was sold for 299,900 yuan, equivalent to Rp 717.9 million.

However, this year, the electric vehicle (EV) can be purchased by consumers for Rp 545.8 million, a correction of 24 percent.

Not a Price War

On the other hand, BMW denies that it is implementing a strategy of slashing the prices of its product line. Instead, the move is said to be a systematic value enhancement.

The German manufacturer considers the above decision a step to remain competitive in the Chinese market.

Besides increasing competitiveness in China, this strategy is also expected to attract more consumers to buy BMW's four-wheeled vehicles.

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It is undeniable that the price war in China is very fierce. Many manufacturers are cutting their sales profits.

This is done in order to offer products at very affordable prices. Of course, this strategy is considered unhealthy.

Given that some manufacturers cannot make much profit, it means the sustainability of their business in the future could be disrupted.