BMW's sales in China have fallen by 30% in the second quarter. According to Reuters, the company has once again warned of a decline in profits, citing the situation in the Chinese market as one of the reasons. This is the third similar warning in the last three years.
Analysts and shareholders believe that BMW has been too late to launch its Neue Klasse electric vehicle series. During this time, Chinese automakers have been able to develop new models in just 18 months, which is almost twice as fast as traditional automakers.
According to Zhang Yalen, head of the Automotive Foresight research company in Shanghai, if the Neue Klasse had been introduced two years ago, it could have changed the game, but distinguishing itself in the current Chinese market is much more difficult.
According to Global Mobility, fully electric vehicles account for only 5% of BMW's sales in China, while the share of electric vehicles in the country's new car market has already reached 46%. BMW's sales in China have declined in both 2024 and 2025.
Other German premium brands have also faced similar issues. Mercedes-Benz's sales fell by 28% in the first half of the year, while Audi, owned by Volkswagen, saw a 19% drop.
The first model from the Neue Klasse series intended for the Chinese market, the iX3 electric crossover, will be available for sale in November.
Wang Xianbin, vice president of the Gasgoo research institute, told Reuters that he first heard about this model four years ago. He noted that during this time the market has changed radically, and BMW's marketing emphasis, which was mainly based on range, now seems outdated.
According to Wang Xianbin, the development of BMW's new models is still largely driven from the headquarters in Munich, and the company does not fully understand the needs of Chinese consumers.
"Overall, it is clear that BMW is currently one step behind the market," he concluded.
