Trying Times For Mercedes, BMW And Audi In China

Data from 2025 showed that the cumulative sales of Mercedes-Benz, BMW, and Audi in China fell significantly compared to the previous year.

BMW’s deliveries in China fell by about 12.5%, Mercedes-Benz’s by about 19%, and Audi’s sales by about 5% compared to 2024 data. Together, the three brands sold approximately 260,000 fewer vehicles in China in 2025.

Historically, China has accounted for a significant portion of the global volume and profits of German premium brands, making it a key strategic region.

In response to weaker demand and more intense competition from domestic premium electric vehicles, BMW China has revised the suggested retail prices for more than 30 models. Many vehicles are discounted by more than 10%, and certain models are more than $43,000 cheaper. The price of the BMW iX1 eDrive25L has dropped from $43,460 to $33,000.

Mercedes-Benz followed BMW’s lead, adjusting the prices of key models, including the C-Class and GLC, by roughly $4,740-$9,770. Manufacturers describe these measures as strategies to support retailers and compete, rather than an explicit price war.

Chinese manufacturers are putting enormous pressure on European competitors who have lived comfortably in that market for decades.

• Read More: Sales Of Mercedes-Benz Vehicles Dropped By 10%