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In 15 days, the price of a Buick has risen by nearly 20,000 yuan, and the price of a Buick with a car model has risen three times in half a month. The Buick 4S store finally responded.

AInvestWednesday, Jul 17, 2024 4:00 am ET
1min read

On July 15, the wind direction in the automobile industry suddenly changed on social media, with several well-known car reviewers releasing updates, disclosing a notable piece of news: "The official of BMW has officially informed all dealers nationwide that starting today, they will fully withdraw from the price war whirlpool, and implement a more stable price strategy. According to insiders, dealers will adopt a mechanism of adjusting the price once every five days, and completely say goodbye to the past frequent price cuts and promotions." This news quickly triggered extensive discussion and attention in the industry.

Regarding the rumors on the Internet, the dealer's sales team responded with a clear statement, although they denied the strict timetable of "adjusting the price once every five days", but confirmed the existence of price hikes, and said that this was a strategic adjustment made by the company according to market changes.

Taking the BMW i3 as an example, this once price-cutting electric car has started the road of price rise since the beginning of July. According to insiders, the bare car price of BMW i3 has been adjusted to RMB 20,500, while in the past month of June, several authoritative media reported that its bare car price was fluctuating between RMB 18,000-19,000, which means that in a short period of time, the price of BMW i3 has increased by nearly RMB 2,000, reflecting the BMW brand's reorientation and consolidation of the price system.

The move not only reflects the adjustment of the BMW's strategy in dealing with the fierce market competition, but also foreshadows a new round of price stability period in the whole luxury car market, and consumers may pay more attention to the long-term value of products and brand commitments when making a choice.

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