BMW refuses to deliver low-priced car orders in many places after raising prices, driving customers away

BMW has exited the price war and raised prices against the trend, but the dealerships' behavior is quite unsightly.

Last week, a blogger stated on social media platforms that due to severe losses incurred by the dealerships from the price war, BMW will stabilize prices starting from July by reducing sales volume to alleviate operational pressure. BMW China also stated on July 12th that "In the second half of the year, BMW will focus on business quality in the Chinese market and support dealers to steadily progress." 

Under the influence of this policy, BMW 4S stores have reduced terminal discounts and raised car prices. Subsequently, Audi and Mercedes-Benz also announced their exit from the price war. However, for customers who have already ordered cars, this has become the beginning of being deceived.

According to Blue Whale News, recently, consumers from various regions across the country have revealed that they have encountered BMW's oppressive clauses. The BMW cars they ordered were refused delivery by 4S stores, and sales staff temporarily requested additional payments to take delivery.

A consumer from Chongqing said, "I signed a car purchase contract with a BMW dealer on May 29th for a BMW i3 priced at 174,500 yuan and paid a deposit. The salesperson said there would be no problem with delivery, but when it was close to delivery, I was told I needed to pay an additional 30,000 yuan." 

The consumer also stated, "After multiple negotiations with the 4S store, they later said that I could take delivery by paying an additional 10,000 yuan. Later, the manager said there were no cars available and that production had stopped. During the process of negotiating and communicating for many days, the 4S store had a different explanation every day, and the responses were inconsistent." 

Based on the content revealed by consumers, BMW 4S stores across the country have refused to deliver vehicles on a large scale, with the models mainly concentrated on the i3, ix3, and 3 Series. Most consumers ordered their cars in May and June, and when it came time to take delivery in July, they were mostly asked to temporarily pay an additional 30,000 yuan. BMW Customer Service Center stated that if the 4S store delays delivery, customers can call to provide feedback, and customer service will help relay the feedback to the store for negotiation. 

Many consumers expressed their inability to accept such behavior, as it amounts to oppressive clauses when delivery is refused or temporary price increases are demanded after contracts are signed and deposits are paid. Is this what BMW means by focusing on business quality? 

Looking at the bigger picture, does BMW really believe that raising prices will restore its "high-end attributes," thereby maintaining consumer trust and loyalty in its products and attracting more high-end customers? Clearly not. This behavior of not improving service quality, not increasing technical investment, but instead overdrawing sales to quench thirst with poison, has made electric vehicle companies laugh.