MUNICH, Germany, (Reuters) – Prices are stabilising in China after a period of heavy discounting in the electric vehicle market, BMW sales chief Jochen Goller said on Wednesday.
He was speaking after the German premium carmaker revealed its new i3 all-electric sedan, the latest launch on BMW’s ‘Neue Klasse’ technology platform, with which the company plans to overhaul its model lineup to catch up in a rapidly changing and tech-driven auto market.
The ‘Neue Klasse’ is the foundation of BMW’s attempt to win back lost ground in China, the world’s largest car market, where European automakers have been put under pressure in 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 aims to keep its China sales stable in 2026 after a 12.5% slump in 2025.
The first ‘Neue Klasse’ model presented was the iX3 all-electric SUV, a China-specific version of which is to debut at the Beijing car show in April and go on sale there at the end of the year. A local version of the i3 will follow early next year, Goller said.
“Of course, we want to grow again in China with the ‘Neue Klasse’,” he added.
Reporting by Rachel More Editing by Madeline Chambers
