BMW's discount tightening, but extricating from the "price war" won't be that easy. After the topic of BMW China planning to exit the price war surged to the top of the hot search list last week, BMW China stated on July 12th, "In the second half of the year, BMW will focus on business quality in the Chinese market and support dealers to be steady and pragmatic." Now, a salesperson at a BMW 4S store in Chaoyang District, Beijing, said, "All models have increased in price, starting from this week." It is not ruled out that the salesperson said this to attract people to discuss offline, but at the same time, several Beijing dealers have indicated that BMW has started to retract terminal (i.e., 4S store) discounts from this week, with different models and configurations experiencing varying degrees of price increases. Currently, the BMW pure electric i3 35L bare car price is 200,000 yuan, and the BMW all-new generation 530 Li leading model bare car price is about 376,000 yuan, both about 10,000 yuan more expensive than last month. A salesperson at a store in Haidian District said, "The price increase is not completed all at once, a little increase this week, and another increase next week, gradually going up." There are also car owners from Chengdu, Suzhou, and other places sharing their experiences of 4S store price increases in the past month on the Car Emperor community. BMW has clearly exited the price war, and Audi and Mercedes-Benz are also quietly tightening. A salesperson at BMW Zhonghuan in Shanghai stated that since July, the terminal discounts of luxury brands have been gradually tightening, "only BMW has publicly said it." Audi dealers in Chaoyang and Fangshan, Beijing, confirmed that Audi has implemented a new pricing policy since July 5th. The Audi A6L 45TFSI four-wheel drive landing price is about 380,000 yuan, about 10,000 yuan more expensive than last month's terminal price. "Our increase is lower than BMW's, only one percentage point (based on the guide price), and the price will gradually go up." A salesperson at a Mercedes-Benz store in Chaoyang said, "There has been no price increase yet, but there has been a notice to collect prices later, and the specific time and increase have not been mentioned." Currently, the Mercedes-Benz model with the largest discount is the C 260 L, with a landing price of about 290,000 yuan, about 65,000 yuan lower than the guide price. The price of the Mercedes-Benz E 300L luxury model is relatively stable, with a landing price equivalent to the guide price, about 520,000 yuan. When sacrificing brand value cannot bring sales growth, exiting the price war has become a necessity. In the first half of the year, BMW and Mercedes-Benz's retail sales in China decreased by 5.3% and 10.1% year-on-year, respectively. Among them, BMW 5 Series sales cumulatively declined by 40% in the first five months of this year due to factors such as replacement, while the 3 Series achieved growth; during the same period, Mercedes-Benz E increased and C class fell by nearly 30%. The next luxury brand to follow "BBA" in exiting the price war should be Porsche. At the beginning of this year, Yongda Automobile mentioned in its annual report that the Porsche it represents has actively reduced sales plans. However, dealers still bear considerable pressure. In May, Porsche dealers collectively protested against inventory pressure. Under pressure, Porsche China issued a statement on May 27th, stating that it will seek "effective ways" with dealers to actively respond to market changes and find new opportunities in challenges. A month later, the topic of "Porsche price reduction" surged to the hot search list. At that time, Porsche dealers in the South China region stated that fuel SUV Macan and pure electric sports car Taycan 4 and other models were up to 30% off. Among them, the dealer's quote for Taycan started at 629,000 yuan, about 270,000 yuan lower than the guide price. In addition, some Porsche stores also have large discount coupons such as 99,999 yuan and 88,888 yuan, offering discounts in ways such as bundled installment loans. Although the discount rate is higher than most times in previous years, Porsche sold a total of 26,650 cars in China in the first half of this year, a year-on-year decline of nearly 40%. Taycan is the main drag. The new car price war has also affected Porsche's second-hand value retention rate. According to the latest data released by the China Automobile Circulation Association, Porsche's value retention rate in June was 74.5%, a month-on-month decline of 2 percentage points. As one of the most value-retaining luxury brands, Porsche's value retention rate exceeded 80% last year. Just as capacity climbing will not happen overnight, it is not easy for the brand to extricate itself from the "price war." This year marks the 30th year of BMW's entry into China. Unlike the light asset model of renting production lines at the beginning of Brilliance BMW's establishment, since 2010, BMW has accumulated an investment of 105 billion yuan in China, and Shenyang has become BMW's largest production base globally. BMW Group Chairman Zipse once said, "China is BMW's second home, and without China, BMW's development strategy cannot be realized." Last year, BMW delivered more than 820,000 vehicles in China, accounting for 30% of total sales. There are more projects on the way. In April this year, BMW increased its investment by 20 billion yuan to upgrade the Brilliance BMW Shenyang Dadong factory, doubling its capacity after expansion. To achieve the goal of producing pure electric BMW new generation models in Shenyang starting in 2026, the supporting BMW sixth-generation power battery project has started in full, with a total investment of 10 billion yuan, a planned area of 240,000 square meters, five times the existing power battery production area.