These days, everyone is particularly concerned about BMW's market performance in July, because it is the first joint venture brand to announce its withdrawal from the price war. The result is that the monthly sales are 48,951 units, a month-on-month decrease of 12%, including 3 Series, X1, i3 and other models, which have all declined month-on-month, but it is also necessary to see that 5 Series, X5 and other models are still very stable.

BMW 3 Series sold 11,384 units, a month-on-month decrease of 15.4%. According to the quotations of some dealers of Dongchedi, its actual bare car starting price is about 223,000 yuan (specific details need to be consulted by dealers in various places), which has not changed much compared with the market at the end of June; 5 Series sold 8,740 units, a month-on-month increase of 4%, but its bare car price has increased; X3 sold 7,075 units, a month-on-month decrease of 18.3%.

BMW X5 sold 6,969 units. As a medium-to-large SUV with a starting price of 615,000 yuan, it has maintained a level of 6,000-8,000 units since February, and has not been affected by any external factors, including the impact of many new models; X1 sold 6,022 units, a month-on-month decrease of 19.6%; and i3 sold 4,083 units, a month-on-month decrease of 41.3%. It is also one of the models most affected by the price correction. Before the end of June, the starting price of the bare car was around 180,000 yuan, and now it has been adjusted to more than 210,000 yuan.

BMW iX3 sold 1,896 units, a month-on-month increase of 67%, and iX1 sold 1,831 units. The performance in June and July was relatively strong. Both of these pure electric SUVs benefited from price factors, and also affected the sales of X3 and X1 to some extent; BMW i5 sold 938 units, maintaining a positive growth trend since the beginning of this year. It belongs to the type that follows the fuel version of the 5 Series.

Judging from the sales trend of BMW China in July, the strategy of withdrawing from the price war some time ago, as well as the behaviors of refusing to deliver vehicles and temporarily increasing the price to pick up vehicles at the terminal, have indeed affected its market performance. However, the sales of several models have not been greatly affected, such as the 5 Series and X5. Does this mean that BMW's potential customer base is too insensitive to price fluctuations?