--- title: "After the Year of the Horse sets the tone, BMW enters the \"New Generation\" realization period in China" type: "News" locale: "zh-HK" url: "https://longbridge.com/zh-HK/news/275387958.md" description: "BMW has entered the \"new generation\" fulfillment period in the Chinese market, emphasizing the importance of products and deliveries. The year 2025 is defined as the \"year of accumulation.\" Although global delivery volumes have slightly increased, deliveries in the Chinese market have declined. BMW has chosen to invest resources in research and development and manufacturing, emphasizing the health of the dealer system to respond to changes in the luxury car market. Brands need to be vigilant about the reconstruction of luxury standards and fluctuations in the pricing system by high-end users" datetime: "2026-02-10T01:43:57.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/275387958.md) - [en](https://longbridge.com/en/news/275387958.md) - [zh-HK](https://longbridge.com/zh-HK/news/275387958.md) --- > 支持的語言: [简体中文](https://longbridge.com/zh-CN/news/275387958.md) | [English](https://longbridge.com/en/news/275387958.md) # After the Year of the Horse sets the tone, BMW enters the "New Generation" realization period in China BMW New Generation iX3 A few days ago, BMW Group launched its China strategic plan in Beijing, marking the "Year of the Horse." This plan not only responds to the realistic pressures faced in 2025 but also provides a clearer path for fulfillment in 2026. For BMW, 2025 is stable but not easy. The true keyword for the Year of the Horse is "cannot lose momentum." In 2025, BMW Group's global total deliveries reached 2.4637 million vehicles, a slight increase of 0.5% year-on-year. Among them, in the Chinese market, BMW Group's deliveries exceeded 625,000 vehicles, a year-on-year decrease of 12.5%, but China remains the group's largest market globally. From BMW's own perspective, 2025 is defined as a "year of accumulation." This definition itself reveals a certain caution. In the past year, the environment in China's luxury car market has not been gentle: the pricing system has loosened, user decision-making has been delayed, and domestic brands have accelerated their offensive in new energy and intelligence. Against this backdrop, BMW has not chosen to forcibly hedge on the sales front but has instead invested more resources into the "bottom reinforcement" of research and development, manufacturing, channels, and cooperation systems. This is a defensive posture. In terms of research and development, BMW continues to amplify the weight of localization in China, with a noticeable advancement in the development pace of software, AI, and intelligent connectivity; on the manufacturing side, the Shenyang base has entered the trial production and battery project preparation phase for new generation models ahead of schedule; on the channel side, there is a greater emphasis on the health of the dealer system rather than single-point sales stimulation. These actions are not aggressive, but they all point in one direction: preparing for the next phase rather than taking risks in the current cycle. The issue is that this "stability" is reasonable in 2025, but it also means that BMW's presence in the terminal market is under pressure from multiple fronts. What BMW truly needs to be wary of is not the fluctuation of sales in a particular year, but the marginal contraction of traditional advantages of luxury brands. On one hand, the criteria for "luxury" among high-end Chinese users are being restructured, with increasing importance placed on intelligence, scenario experience, and local response speed; on the other hand, once the pricing system is breached, returning to a stable range will be very costly. BMW is clearly aware of this. Whether it is the deep binding with the Chinese supply chain in batteries, AI, and intelligent driving, or the early introduction of the "new generation" technology system as a whole into China, it reflects a judgment: reliance on brand inertia to eat old capital is no longer viable. The "accumulation" in 2025, to some extent, is buying time for this structural change. The real pressure will land in 2026, a year of delivery, with almost no room for maneuver for BMW. Its core variable is only one: the new generation BMW iX3 long wheelbase version This model not only embodies a concentration of new platforms and technologies but also represents BMW's direct confrontation in China's new energy and intelligent systems. From technical architecture, electric drive, and batteries to intelligent interaction and assisted driving, the new generation iX3 carries BMW's complete expression of the "next generation product logic." More importantly, it is a China-exclusive version, which means BMW is no longer just "importing" but is attempting to embed Chinese demands right from the product definition stage. At the same time, 2026 has been clearly designated as a "big product year," with approximately 20 new or updated models from the three major brands being launched intensively, covering mainstream market segments. This rhythm itself indicates a shift in strategic focus: from system construction to market realization, from preparation to actual combat. However, it should be noted that the number of products does not equate to competitiveness. The real test lies in whether these models can create sufficiently clear distinctions in terms of price, intelligent experience, and user perception. Overall, the signals released by BMW's horse year strategy are quite clear. > First, 2025 is about defense, stabilizing the basic market; > > Second, 2026 must be about offense, and it will be an offense centered on products and technology; > > Third, the Chinese market is no longer just a contributor to sales but an important verification ground for the new generation system. This does not mean that BMW has emerged from the pressure zone; on the contrary, it has merely completed the adjustment of its starting posture. The market feedback for the new generation iX3, the rhythm control after the intensive product launch, and the direct competition with domestic brands in terms of intelligence will all become evident in 2026. **(Text | First Line Auto News, Editor | Li Yupeng)** ### 相關股票 - [HAIMA AUTO (000572.CN)](https://longbridge.com/zh-HK/quote/000572.CN.md) - [Wanma Tech (300698.CN)](https://longbridge.com/zh-HK/quote/300698.CN.md) ## 相關資訊與研究 - [Boralex and Six Nations Close $202 Million Green Loan for Ontario Battery Storage Project](https://longbridge.com/zh-HK/news/281546581.md) - [F80 M3 prices are out of control 🚨 #bmw #m3 #cars](https://longbridge.com/zh-HK/news/281663602.md) - [Leoch International Steps Back From US Spin-off of Battery Unit](https://longbridge.com/zh-HK/news/281458144.md) - [Hydrogen Trucks In China Are A Policy Side Bet, Not A Market Winner](https://longbridge.com/zh-HK/news/281286725.md) - [BMW unveils entry-level iX3 RWD with €63,400 price tag](https://longbridge.com/zh-HK/news/281179265.md)