At the beginning of the new year, in the face of the 2016 car market, which is not optimistic, the luxury car camp took the lead in launching the “price adjustment mode”. Recently, BMW and Volvo have announced that they will adjust the price of some of their SUV models to meet the new market competition. Among them, the price of the BMW X3, BMW X4, BMW X5 and BMW X6 models has dropped, with the highest drop of 51,000 yuan. Analysts pointed out that after the sudden growth of luxury cars last year, the market is facing tremendous adjustment pressure, and actively adjusting the model to guide the selling price, which is conducive to grasping the market initiative this year and laying the foundation for the next layout.

It is worth noting that the sales of imported cars with luxury cars as the mainstay are in full swing in 2015. According to the statistics of China's imported automobile market database, China's automobile import sales in 2015 were 1,067,300 units, a drop of 25%, which was the first decline in ten years.

Various models downgrade guide price

It is understood that BMW's current round of price adjustment is mainly for some imported X series cars, including BMW X3, X4, X5 and X6.
As can be seen from the BMW China website, the BMW X3 guide price has been adjusted from 479,000 yuan to 750,000 yuan to 460,000 yuan to 750,000 yuan, down from 19,000 yuan to 21,000 yuan. Among them, the X3 xDrive20i leading price has been lowered from the previous 479,000 to 460,000; the X3 xDrive20i X design package has been reduced from 523,000 to 502,000; the X3 xDrive28i and X3 xDrive28i X design suite has been adjusted to 23,000 and 25,000.

The price adjustment of the BMW X4 is 22,000 to 26,000, and the market price is lowered from 55.2 million to 74,000 to 530,000 to 774,000. Among them, the X4 xDrive28i M sports type has the largest adjustment, which is 26,000 yuan.

The BMW X family's main model X5 in China, the price adjustment is relatively larger, the price of six of the seven models have been adjusted, ranging from 14,800 to 45,000. Among them, the X5 xDrive35i elegant model price was reduced from 8.528 million to 838,000; and the X3 xDrive50i M sports model was reduced from 1.737 million to 1.728 million. In addition, the BMW X6's three models are also subject to price adjustments, with price cuts ranging from 20,000 to 51,000. Among them, the price of the X6 xDrive35i leading model was reduced from 938,000 to 918,000.

In fact, before BMW adjusted the price, Volvo has already taken the lead in offering a price reduction banner. The price of the T6 model of the XC90, the flagship SUV model just launched last year, has a maximum price of 79,200. The adjusted XC90 T6 model is priced at 738,800. -93.86 million.

At this point, the final guide price of the Volvo XC90 is 688,000 to 1.88 million. For owners who purchase XC90 between May 1, 2015 and January 6, 2016, Volvo will return the difference in car purchases by points.

The luxury car market is not optimistic

At the beginning of the new year, the two luxury brands took the lead in sounding the price war alert. This means that with the sudden growth of market growth last year, this year's luxury car market will face a very fierce competition.

At present, according to the sales data released by various car companies last year, domestic luxury brands have not been better in the past year. Compared with the previous sales growth of more than 20%, most luxury brands are growing at a lower rate than the overall automobile market. Audi Brands such as Rolls-Royce and Jaguar Land Rover even experienced different degrees of decline.

According to the data, Audi, the largest luxury brand in China, experienced unprecedented difficulties in 2015. The market sales volume was 570,889 vehicles, down 1.4% year-on-year. The Jaguar Land Rover, which has been triumphantly advanced, has ended its high-speed growth period for many years and entered a period of deep adjustment. Last year, it sold 92,474 vehicles in China, a sharp drop of 24% year-on-year.
“The biggest problem in 2015 is the mismatch between supply and demand. This is a wave that cannot be avoided in the rapid development process. I believe that there will be a growth in the market this year, and 5%-10% is entirely possible.” Dongfeng Infiniti General Manager Dai Lei said that in the long run, China's luxury car market can maintain a growth rate of about 10% for at least 5 to 10 years, because favorable factors such as consumption upgrades and urbanization trends are still in progress. However, even those brands that have not entered negative growth are in a micro-growth situation. BMW, the world's largest luxury car brand, sold 463,700 BMW and MINI cars in China last year, with sales growth of only 1.7%. In the context of the launch of several new cars last year, Volvo sold 81,588 vehicles in China, a slight increase from 2014.

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