This year, due to the impact of the old car replacement subsidy policy, major brands have ushered in sales growth. Among them, Tesla became one of the highest-selling brands with a year-on-year growth rate of 66.37%, while BMW suffered a decline in sales, down 30.82% year-on-year.

The decline in BMW's sales is not without warning. In July, BMW announced its withdrawal from the price war, a decision that has already caused some reaction in the market. In the sales rankings of overseas brands in September, BMW is far behind Mercedes-Benz and Audi. The best-selling BMW 3 Series only ranked eighth, with 11,589 units sold, a year-on-year decline of 15.38%; the BMW 5 Series ranked tenth, with 8,102 units sold, a year-on-year decline of 32.64%.

In response to the pressure on sales, BMW restarted the price war. On the electric MINI, BMW even offered a discount of up to 60,000 yuan. In addition, BMW also lowered the price range of the i3 to 180,000 yuan, thus further stimulating consumers' desire to buy.

However, as a traditional luxury brand in the era of fuel vehicles, MINI's sales performance is not optimistic. In particular, the MINI brand under BMW has to adopt a more affordable price strategy while launching electric vehicles. This is not only the problem of MINI itself, but also the problem faced by traditional luxury brands in the entire era of fuel vehicles.

Although BMW has adjusted its strategy and launched more promotions, BMW still faces a huge challenge. BMW has lowered its financial guidance for fiscal 2024 and recalled 1.50 million vehicles worldwide, which has dealt a significant blow to BMW's brand perception and financial situation. In addition, BMW's sales in the Chinese market continue to decline, while Mercedes-Benz and Audi sales have been rising.

The reason why BMW chose to restart the price war may be that the market demand in China is very important to BMW. If BMW cannot succeed in the Chinese market, its performance in other markets around the world may also be affected. Therefore, restarting the price war is a means for BMW to strengthen its position in the Chinese market. However, it also means that BMW may face more competitive pressure.