Chinese EV Brands Enter Premium Segment, Taking on BBA Head-On

From May 2025 to May 2026, the average transaction prices of Mercedes-Benz, BMW, and Audi in the Chinese market declined from RMB 417,000, RMB 341,000, and RMB 287,000 to RMB 375,800, RMB 315,400, and RMB 270,600, respectively. During the same period, NIO, Zeekr, and Aito recorded average transaction prices of RMB 382,200, RMB 365,000, and RMB 315,300, respectively—placing them squarely within the core price range traditionally dominated by premium legacy brands. In Q2 2026, NIO delivered 107,500 vehicles in China, surpassing the combined sales volumes of Audi, BMW, and Mercedes-Benz in the country during the same quarter. NIO disclosed that its average transaction price in June reached RMB 443,000. Today’s consumers are choosing Chinese premium new energy vehicle (NEV) brands not merely due to the shift from internal combustion engines to electrification or superior specifications, but increasingly because of non-product factors such as brand perception and service experience. Chinese brands are forging distinct paths into the premium segment: Aito leverages Huawei’s brand equity to lower consumers’ psychological barriers; NIO builds long-term user relationships to accumulate brand equity; and Zeekr focuses on product excellence to penetrate the high-end market, though it still lacks a compelling brand narrative and emotional core. Meanwhile, Mercedes-Benz, BMW, and Audi are accelerating their strategic moves into intelligent electric mobility. The competitive landscape of the luxury automotive market is being reshaped—and a new round of competition has only just begun.