BBA Introduces Nationwide Uniform Pricing to Counter Slumping Sales, Accelerates Shift to Direct Sales Model

BMW, Mercedes-Benz, and Audi have recently announced a nationwide uniform pricing strategy for their new all-electric models, eliminating price negotiations at dealerships. Audi has implemented a "direct integrated sales" model for vehicles based on both its PPC intelligent combustion platform and PPE electric platform, enabling customers who place orders through official channels to enjoy consistent nationwide pricing. Notably, the all-new Audi A6L—scheduled for launch in March 2026—will carry an official manufacturer's suggested retail price (MSRP) over RMB 100,000 lower than the previous generation, effectively converting former dealer-level discounts into official price reductions. Mercedes-Benz has already adopted fixed pricing for its upcoming all-electric CLA, set to launch in November 2025, with prices ranging from RMB 249,000 to RMB 299,900. BMW, meanwhile, has rolled out online ordering with uniform pricing for its Neue Klasse platform models such as the iX3 and i3, ensuring no regional variation in dealership quotes. In 2025, BMW, Mercedes-Benz, and Audi all experienced year-over-year declines in sales in the Chinese market, collectively losing approximately 260,000 units and reverting their total sales volume to levels last seen in 2017–2018. Facing the rapid rise of domestic premium new energy vehicle brands, the three automakers are accelerating adjustments to their distribution and pricing systems—reclaiming pricing authority from dealers and transitioning toward agency and direct-sales models. If this new approach proves successful, it could eventually be extended to internal combustion engine vehicles, potentially triggering a comprehensive transformation of luxury car sales channels.