BBA Collectively Offering Large Discounts, Some Models Reduced by Up to 270,000 Yuan
The price war in the 2026 automotive market continues to heat up, with Mercedes-Benz, BMW, and Audi – the three major luxury brands – offering significant discounts, with some models seeing direct reductions of up to 270,000 yuan. Several popular Mercedes-Benz models have substantial discounts, with the 2026 Mercedes-Benz E260 listed at 378,800 yuan, but selling for around 300,000 yuan. The 2026 C-Class 200L Sport version, a high-volume model, has a list price of 304,600 yuan, but is actually selling for over 220,000 yuan, a discount of over 80,000 yuan.
The 2026 BMW 525Li has a list price of 368,000 yuan, with financing options bringing the bare car price down to as low as 280,000 yuan, a discount of nearly 90,000 yuan.
The flagship BMW 7 Series offers even more astonishing discounts, with reductions of up to 270,000 yuan. Models like the i7 M70L have seen price cuts exceeding 300,000 yuan, leading to a restructuring of the high-end vehicle pricing system.
Audi is simultaneously pushing its new generation models and clearing inventory. The ninth-generation Audi A6L starts at a list price of 322,900 yuan, a 105,000 yuan reduction compared to the eighth-generation model, making it more affordable.
Financing options for the entry-level eighth-generation Audi A6L are around 260,000 yuan, and with financial policies, the price advantage is prominent.
The core reason for this significant price reduction by BBA is to address declining sales pressure.
In the first quarter of 2026, Mercedes-Benz's sales in China fell by 27% year-on-year, while BMW and Audi experienced declines of 10% and 12% respectively. Coupled with the continued pressure from domestic new energy brands, traditional luxury brands can only trade price for volume to stabilize the market.
Domestic new energy vehicles, with their intelligent configurations and lower usage costs, are seizing the high-end market above 300,000 yuan, forcing traditional fuel vehicles to lower prices to survive.
At the same time, high inventory levels and the accelerated pace of new model launches are also prompting dealers to increase discounts to clear inventory and recover funds.