BBA Sales Slide in China as Domestic EV Brands Disrupt the Premium Market Above ¥300,000

In 2025, Mercedes-Benz, BMW, and Audi (collectively known as BBA) all experienced significant sales declines in China: Mercedes-Benz sales plummeted by 19% year-over-year, BMW dropped by 12.5% (with a steeper 15.9% decline in Q4), and Audi sold 617,000 vehicles, down 5.6% year-over-year. Lagging electrification efforts and insufficient intelligent driving experiences have weakened BBA’s dominance in the premium segment above RMB 300,000. Meanwhile, domestic premium new energy vehicle brands such as Aito and Li Auto are rapidly gaining market share. According to data from the China Passenger Car Association (CPCA), sales of new vehicles priced above RMB 300,000 fell by 10% year-over-year in the first 11 months of 2025. Facing mounting channel pressures and shifting consumer preferences, BBA views 2026 as a pivotal year for transformation, intensifying efforts to roll out dedicated EV platforms, enhance localized R&D, and deepen collaborations with tech giants like Huawei to regain market leadership.