BMW China has officially announced a sweeping adjustment to the recommended retail prices of more than 30 key models, with some flagship vehicles seeing reductions exceeding 300,000 yuan (42,900 USD). The price cuts, which took effect on January 1, 2026, represent one of the most aggressive pricing strategies ever implemented by the luxury automaker in the Chinese market.
The scope of BMW’s price adjustment is comprehensive, affecting both flagship luxury models and entry-level vehicles, with most models seeing reductions of over 10%. Among the most notable changes, the premium i7 M70L electric sedan has been reduced by 301,000 yuan (43,000 USD), dropping from 1.899 million yuan (271,000 USD) to 1.598 million yuan (228,000 USD) – a 16% decrease.
The largest price reduction is for the BMW iX1 eDrive25L electric SUV, which fell from 299,900 yuan (42,800 USD) to 228,000 yuan (32,600 USD), a 24% cut.
BMW’s prestigious 7 Series executive sedans also received substantial discounts. The entry-level 735Li now starts at 808,000 yuan (115,400 USD), down from 919,000 yuan (131,300 USD), while the 740Li Advanced model has been reduced from 1.069 million yuan (152,700 USD) to 938,000 yuan (134,000 USD) – both representing 12% cuts.
BMW China’s 2026 recommended retail price adjustments
| Model | Original suggested retail price (CNY, incl. tax) | New suggested retail price (CNY, incl. tax) | Reduction |
|---|---|---|---|
| 735Li | ¥919,000 | ¥808,000 | 12% |
| 740Li Leading | ¥1,069,000 | ¥938,000 | 12% |
| 740Li Prestige | ¥1,269,000 | ¥1,128,000 | 11% |
| i7 eDrive50L Leading | ¥949,000 | ¥808,000 | 15% |
| i7 eDrive50L Prestige | ¥1,169,000 | ¥988,000 | 15% |
| i7 xDrive60L | ¥1,459,000 | ¥1,328,000 | 9% |
| X7 xDrive40i Leading | ¥1,039,000 | ¥928,000 | 11% |
| X7 xDrive40i Prestige | ¥1,229,000 | ¥1,128,000 | 8% |
| X6 xDrive30i M Sport Package | ¥799,900 | ¥648,000 | 19% |
| X6 xDrive40i M Sport Package | ¥885,900 | ¥728,000 | 18% |
| X6 xDrive40i Prestige (M Sport Package) | ¥975,900 | ¥808,000 | 17% |
| X2 xDrive25i M Sport Night Package | ¥349,900 | ¥278,000 | 21% |
| X2 sDrive25i M Sport Package | ¥316,900 | ¥248,000 | 22% |
| 225i M Sport Night Package | ¥302,900 | ¥288,000 | 5% |
| X1 xDrive25Li (X Design Package / M Sport Night Package) | ¥349,900 | ¥288,000 | 18% |
| X1 sDrive25Li (X Design Package / M Sport Package) | ¥316,900 | ¥258,000 | 19% |
| iX1 xDrive30L (X Design Package / M Sport Night Package) | ¥339,900 | ¥268,000 | 21% |
| iX1 eDrive25L (X Design Package / M Sport Package) | ¥299,900 | ¥228,000 | 24% |
| 225L M Sport Night Package | ¥279,900 | ¥228,000 | 19% |
| 225L M Sport Package | ¥259,900 | ¥208,000 | 20% |
| M760Le | ¥1,819,000 | ¥1,598,000 | 12% |
| i7 M70L | ¥1,899,000 | ¥1,598,000 | 16% |
| X7 M60i | ¥1,729,000 | ¥1,578,000 | 9% |
| i5 M60 | ¥639,900 | ¥558,000 | 13% |
| i4 M60 | ¥549,900 | ¥448,000 | 19% |
| X3 M50 | ¥599,900 | ¥599,000 | 0% |
| M240i | ¥419,900 | ¥398,000 | 5% |
| M240i xDrive | ¥435,900 | ¥418,000 | 4% |
| X2 M35i | ¥419,900 | ¥328,000 | 22% |
| X1 M35Li | ¥409,900 | ¥338,000 | 18% |
| M235L | ¥363,900 | ¥298,000 | 18% |
The German automaker has characterized this pricing strategy not as a “price war” but rather as a “systematic value upgrade.” According to BMW China, this move represents a concrete implementation of their “In China, For China” strategy, aimed at enhancing brand accessibility and market competitiveness by lowering the barrier to entry.
Prior to this adjustment, only three BMW models were priced below 300,000 yuan (42,900 USD), after the cuts, that number has increased to ten. The most affordable BMW, the 225L M Sport, now starts at just 208,000 yuan (29,700 USD), placing it in the same price bracket as many domestic Chinese SUVs.
Editor’s comment
Driven by fierce competition from Chinese automakers, international premium brands such as Mercedes-Benz, BMW, and Audi have been selling their vehicles below their Manufacturer’s Suggested Retail Price (MSRP) for some time. Theoretically, a decrease in the MSRP would translate to even lower actual selling prices.
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