BMW Not Interested in Joining China's Fierce Car Price War

KatadataOTO – Chinese car manufacturers have become an interesting new alternative for many consumers in the country. Slowly, they are also starting to target consumers in the upper-class segment.

The presence of Chinese cars is becoming increasingly widespread in 2025. The price competition is also fierce, as manufacturers try to present models with the lowest prices in their class.

Nevertheless, BMW, as a premium brand, is confident they will not follow the steps taken by many Chinese manufacturers.

“In terms of price, we cannot follow that price war. We can't, because we already have our own planning,” said Jodie O’tania, Director of Communications for BMW Group Indonesia in Jakarta some time ago.

Photo: KatadataOTO

According to Jodie, BMW currently sells cars with prices adjusted to consumer needs.

Speaking of competition with Chinese cars, Jodie emphasized that BMW is still the leader in the premium segment in Indonesia. 

“BMW's market share, if we combine it with Mini, can reach up to 60 percent. BMW itself is 49 percent, so BMW is the leader of the premium brand in Indonesia,” Jodie asserted.

Towards the end of the year, BMW is focusing on presenting its flagship luxury vehicle lineup with attractive promos for consumers.

One of them is through the BMW Festival of Joy exhibition, which will be held at JIExpo Kemayoran.

The hope is that this can attract more customers and anticipate purchase postponements made by some consumers.

Photo: Courtesy

Jodie did not deny that there have been purchase postponements from BMW customers who are business people because they consider the economic conditions to be unstable. 

The BMW Festival of Joy, according to Jodie, will be the most complete BMW Group exhibition, with test drive units available from various BMW, Mini, and even BMW Motorrad motorcycle models.

In total, there are 10 test drive vehicle units. Then, there is one unit of a BMW G 310 GS Off the Road motorcycle worth Rp 180 million available for a lucky car buyer.

“Currently, BMW is presenting a lot of offers that can only be obtained now,” said Jodie.