Since BMW announced its withdrawal from the price war, a number of BMW 4S stores have refused to hand in new cars.
Recently, some consumers have reported that BMW 4S stores across the country have refused to deliver their cars on a large scale.
If they want to pick up their cars, the sales require consumers to increase the price before they can pick up their cars, the amount is as high as 30,000 yuan.
According to consumers’ feedback, they had earlier signed a car purchase agreement according to the process and paid a deposit, but when they were close to picking up the car, they were told to make an additional payment.
The models involved are mainly concentrated in i3, ix3, 3 series and other models.
Most consumers ordered their cars at the end of May and early June, and were asked to temporarily increase their prices by 30, 000 when they were lifted in July.
On July 21, the entry for BMW 4S store refusing to hand in the car hit the top of Weibo’s most-searched list, causing a heated debate.
Coincidentally, just recently, a blogger revealed that BMW will withdraw from the price war.
BMW Group said that the current competition in China’s auto market is extremely fierce.
In the second half of the year, BMW will focus on business quality and support dealers in the Chinese market.
Subsequently, a number of BMW 4S stores began to raise prices.
Photo Source: BMW, BMW “tear up” the contract? Judging from the feedback from netizens, when we encountered the cases of BMW 4S store refusing to deliver new cars and raising prices, involving Chongqing, Zhengzhou, Shenzhen, Suzhou, Dongguan and other places, BMW owners found that the original car purchase contract was temporarily changed by the 4S store when picking up the car, asking for an additional fee ranging from thousands to tens of thousands of yuan, otherwise refused to deliver the car.
A consumer from Zhengzhou said: the car ordered at Zhengzhou Baolianxiang Automobile sales and Service Co., Ltd. at the end of June is BMW i3, the contract has been signed, the deposit has been paid, and the loan plan has been approved.
at that time, the customer manager said it could be delivered in four or five days.
However, close to delivery, I was told that the price of the car would be 20, 000 more, and it would be replaced by a three-year interest-free financial plan, otherwise the car would not be picked up.
According to the information on the Internet, 4S stores have different reasons for refusing to deliver.
For consumers who have signed contracts and paid deposits, 4S stores are unable to pay cars for reasons such as “production reduction without a car” or “price increases cannot get a ticket”.
For consumers who only pay the deposit, the store responds to reasons such as “headquarters approval did not pass” and so on.
In addition, although some consumers mentioned cars, the process was very difficult, and when the formalities were complete, the pick-up could only be completed after repeated urging.
In response to this matter, a lawyer said that consumers buying cars from 4S stores is a kind of sales contract relationship, consumers have signed a contract with 4S stores and paid a deposit, and the sales contract is established and effective.
The 4S store refuses to deliver the car and takes a temporary price increase to lift the car, which violates the contract and the relevant provisions of the Consumer Rights Protection Law, the Price Law and the Civil Code.
BMW China responded, “We have taken note of the relevant content and conducted a preliminary internal investigation.
The cases involved in public opinion are all individual cases, and the specific circumstances of each case are different.
” BMW is actively communicating with relevant dealers, urging BMW to authorize dealers to abide by the “Automobile sales Management measures” and relevant laws, regulations and contracts, so as to safeguard consumers’ rights and interests and ensure that consumers get a satisfactory service experience.
” It is worth mentioning that to withdraw from the price war, brilliance BMW CEO Dai Hexuan said: “the price is determined by the distributor as an independent operator, and BMW will maintain intensive discussions with upstream and downstream partners to see how a sustainable business model should be carried out to ensure that all partners can make enough money to live into the future.
” In order to protect the price, just a few days before the 4S store refused to deliver the new car, the news that BMW had “pulled out” of the price war was widely circulated in the industry.
Although BMW did not respond directly to this, the BMW Group said that the current competition in the Chinese auto market is extremely fierce.
In the second half of the year, BMW will focus on business quality in the Chinese market and support dealers to be steady and steady.
Subsequently, Geshi noticed that the BMW 4S store in Duodi had cancelled its previous big discount.
In fact, BMW has been implementing a price reduction strategy to boost sales since last year.
At first, BMW’s price reduction strategy did play a promotional role.
In 2023, BMW Group delivered a total of 825000 BMW and MINI vehicles in the Chinese market, an increase of 4.
2% over the same period last year, of which BMW pure electric models sold 100000 vehicles for the whole year, up 138% from the same period last year.
This is in the decline of most joint venture car companies, it is not easy for BMW to achieve such a performance, and the price reduction strategy still plays a positive role for BMW at this time.
However, with the start of a new price war at the beginning of the year and the acceleration of innovation by independent car companies, joint ventures have become more passive and BMW’s only price reduction strategy has begun to fail.
In early June, BMW caused a heated discussion in the market because of the sharp discounts on i3, i5 and other pure electric models.
The price of the naked car after the i3 discount is about 170000 yuan.
Photo: BMW, however, the price reduction did not lead to an increase in sales.
Data show that BMW Group’s cumulative global market sales in the first half of 2024 were 1.
2134 million vehicles (including BMW, MINI and Rolls-Royce), down 0.
1 per cent from a year earlier, with BMW brand global sales up 2.
3 per cent to 1.
0965 million vehicles.
By contrast, BMW’s China market has declined, with cumulative sales of 375900 vehicles (including BMW and MINI brands) in China in the first half, down 4.
2 per cent from a year earlier.
Some people in the industry believe that BMW’s price reduction strategy in China will not lead to an increase in sales, on the contrary, it will dilute its brand effect.
In desperation, BMW had no choice but to insure the price in order to maintain its brand image.
At present, the prices of all BMW products have been raised, ranging from 30,000 to 50,000 yuan.
While insisting on not cutting prices, BMW is also speeding up the pace of pushing new products.
According to BMW officials, based on the Neue Klasse pure electric exclusive platform, BMW will launch at least six electric vehicles based on the new platform by 2028, including a new generation of BMW iX3 to be launched in 2025 and a new generation of BMW i3 sedan in 2026.
It can be seen that BMW is making changes to maintain its brand.
However, in the face of the influx of price war, BMW can be left alone, and can it persist until the arrival of new products? , return to the first electric network home page >.
