In 2026, the trend of price cuts in the auto market will continue to heat up. The three major luxury brands of Mercedes-Benz, BMW, and Audi will make substantial profit cuts, with some models seeing price cuts of up to 270,000 yuan.Mercedes-Benz has significant discounts on many popular models. The official guide price of the 2026 Mercedes-Benz E260 is 378,800 yuan, and the terminal transaction price has dropped to about 300,000 yuan. As a popular model of the brand, the 2026 C-class 200L sports version has a guide price of 304,600 yuan, and the actual transaction price is more than 220,000 yuan, with a discount of more than 80,000 yuan.
The official guide price of BMW's 2026 525Li is 36.8 yuan, and the bare car price for installment purchases is as low as 280,000 yuan, with a discount of nearly 90,000 yuan.
The discounts for the flagship model BMW 7 Series are even more amazing, with a maximum price reduction of 270,000 yuan. The price of i7 M70L and other models has been reduced by more than 300,000 yuan. The price system of high-end models is ushering in a restructuring.
Audi's upgrades and inventory clearances have been carried out simultaneously. The official guide price of the ninth-generation Audi A6L starts at 322,900 yuan, which is an official price reduction of 105,000 yuan compared to the eighth-generation model, making the pricing more affordable.
The installment price of the entry-level version of the eighth-generation Audi A6L is around 260,000 yuan, and the price advantage is outstanding after adding financial policies.
The core of BBA's sharp price cuts is to cope with the pressure of declining sales.
In the first quarter of 2026, Mercedes-Benz's sales in China fell by 27% year-on-year, BMW and Audi fell by 10% and 12% respectively. Superimposed on the continued squeeze of domestic new energy brands, traditional luxury brands can only stabilize the market by exchanging price for volume.
Domestic new energy models rely on intelligent configurations and vehicle cost advantages to seize the high-end market of more than 300,000 yuan, forcing traditional fuel vehicles to cut prices to survive.
At the same time, the high inventory of car companies and the acceleration of new car replacements have also prompted dealers to increase their discounts to clear inventory and collect payments.
