Can BMW Regain Business in China with Electric SUV & Sedan?
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It’s been no secret — legacy automaker sales are getting absolutely drained in China. The shift to electric cars is more of a tsunami than a wave, and buyers are much more interested in and convinced by electric vehicles from Chinese producers than from legacy automakers.
Since China was an important, critical market for legacy automaker growth for several years before this electric era arrived, they are struggling from an overall, global perspective due to this huge drop in demand in China. In general, it seems like they are hopeless, like they have no way back and no path to growth with China turning away from them. However, BMW thinks it has what it takes to regain market share in the country.
Naturally, this effort has to involve EVs — has to center around EVs. “BMW is ramping up its electric vehicle offensive in China, showcasing two China-exclusive electric models at the ongoing 2026 Chengdu Motor Show, as the German premium automaker seeks to reverse lackluster sales of its luxury EVs in the world’s largest auto market,” China Daily writes. “The automaker started pre-sales for its long-wheelbase Neue Klasse iX3 electric SUV at the auto event — the first of its kind — with three variants priced from 269,900 yuan to 339,900 yuan. BMW confirmed that the pre-sale price will match the final launch price, with mass deliveries scheduled to begin in November.” That’s about $40,150 to $50,565 in US speak.
With about 900 kilometers (560 miles) of range on a full charge and an 800-voltage powertrain, is this going to be enough to revive BMW sales in China? It’s possible, but I’m skeptical. That said, the new iX3 has been a huge hit in Europe, where it has pulled in 100,000 orders since it launched in 2025. However, the Chinese market is much more competitive, insanely packed with compelling, competitive, high-value-per-dollar (or yuan) electric vehicles. We will see….
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