BMW has taken one of its most decisive steps in years in China: effective January 1, 2026, the brand cut recommended prices across more than 30 core models. In some cases the reduction reaches 24%, and the drop exceeds 300,000 yuan—roughly €36,500. It reads as a direct response to the pressure from domestic manufacturers, who have been gaining ground with sharper pricing and richer equipment, especially in electric vehicles.

The adjustment covers almost the entire lineup, from executive sedans to more attainable nameplates, with many cuts topping 10%. The flagship electric i7 M70L in China is down by 301,000 yuan, from 1,899,000 to 1,598,000 yuan—about 16%. The steepest discount lands on the iX1 eDrive25L: minus 24%, from 299,900 to 228,000 yuan. Prices on the i7 eDrive50L are also notably lower, and among crossovers and performance-leaning models the revision touches the X7, X6, X2, i4 M60 and i5 M60.

Officially, BMW avoids calling this a price war, presenting it instead as a systemic value update within its In China—for China approach. The impact is straightforward: the number of BMW models priced below 300,000 yuan has grown from three to ten, and the most attainable option is now the 225L M Sport at 208,000 yuan.