---
title: "Morgan Stanley: BMW China lowers suggested retail prices by up to 20%, expects dealers to benefit in the short term"
description: "Morgan Stanley's report pointed out that BMW China will reduce the suggested retail price by 10% to 20% starting from January 1, mainly targeting imported models. This move is not a price competition,"
type: "news"
locale: "en"
url: "https://longbridge.com/en/news/271475242.md"
published_at: "2026-01-05T07:07:50.000Z"
---

# Morgan Stanley: BMW China lowers suggested retail prices by up to 20%, expects dealers to benefit in the short term

> Morgan Stanley's report pointed out that BMW China will reduce the suggested retail price by 10% to 20% starting from January 1, mainly targeting imported models. This move is not a price competition, as dealers have already offered discounts below the suggested retail price. The actual transaction price is expected to remain unchanged, with YONGDA AUTO, ZHONGSHENG HLDG, and MEIDONG AUTO benefiting slightly. The reduction in procurement costs will enhance the gross profit of new car sales, but future rebates may decrease

Morgan Stanley's research report indicates that, according to the bank's channel survey, BMW China will generally reduce its suggested retail prices by 10% to 20% starting from January 1 of this year, mainly affecting imported models such as the 7 Series, 6 Series, M Series, and i Series electric vehicles.

The bank believes that the purpose of this measure is not to engage in price competition, as BMW China's dealers have been offering discounts significantly below the suggested retail prices for some time. Therefore, even with the suggested retail price reduction, the bank expects the actual transaction prices to remain roughly unchanged.

For dealers, the bank believes that YONGDA AUTO (03669.HK), ZHONGSHENG HLDG (00881.HK), and MEIDONG AUTO (01268.HK) will benefit slightly. With the suggested retail price reduction, dealers can also enjoy lower procurement costs, which will immediately enhance their gross profit on new car sales. However, the additional rebates that dealers receive in the future may also decrease, as the rebate amounts are determined by the manufacturers

### Related Stocks

- [03669.HK - YONGDA AUTO](https://longbridge.com/en/quote/03669.HK.md)
- [01268.HK - MEIDONG AUTO](https://longbridge.com/en/quote/01268.HK.md)
- [00881.HK - ZHONGSHENG HLDG](https://longbridge.com/en/quote/00881.HK.md)

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> **Disclaimer**: This article is for reference only and does not constitute any investment advice.