MUNICH, Germany, March 18 - BMW's sales chief, Jochen Goller, said on Wednesday that prices are showing signs of stabilisation in China following a period of heavy discounting in the electric vehicle market. Goller spoke after BMW revealed its new i3 all-electric sedan, which is the latest model based on the automaker's 'Neue Klasse' technology platform.
The 'Neue Klasse' platform is central to BMW's plan to refresh and reshape its model range as it seeks to keep pace in a fast-evolving, technology-driven automotive market. BMW has presented the programme as a key element in its attempt to recover lost ground in China, where European marques have faced pressure amid an intense price war with local brands.
"What we’re seeing is, on the one hand, stabilisation, and in some cases even a price increase, which is why we assume that the trend has now taken hold," Goller told reporters in Munich.
BMW's stated commercial objective is to maintain stable sales in China in 2026 after the company recorded a 12.5% slump in that market in 2025. The company has set out a sequence of launches under the Neue Klasse banner to support that effort.
The first model introduced under the programme was the iX3 all-electric SUV. BMW intends to show a China-specific version of the iX3 at the Beijing car show in April, with plans to put that variant on sale in China at the end of the year. Goller said a locally adapted version of the i3 will follow early next year.
Goller also underscored the company's broader ambition for the initiative: "Of course, we want to grow again in China with the 'Neue Klasse'," he added.
Context and implications
The announcements underline BMW's strategy to use a technology-led model renewal to address competitive and pricing pressures in China. The timetable for China-specific adaptations and sequential rollouts signals an attempt to align product availability with local market needs while limiting further margin erosion from discounting.
This report reflects remarks and plans as presented by BMW representatives and does not introduce information beyond the statements and details provided at the Munich briefing.