近期，豪華車市場掀起了一股前所未有的降價風暴，其中寶馬5系統成為焦點，多家4S店報價驚人地跌破29萬元大關，優惠幅度直逼15萬元。這一波降價潮不僅限於寶馬，整個汽車行業都在以更加多元化的促銷方式吸引消費者。

在北京的一家寶馬4S商店，寶馬5系525 LiM運動套裝版的裸車價格僅為29.3萬元，優惠力度空前，達到14.69萬元，且仍有議價空間。而河北省滄州市的一家寶馬轉銷商更是祭出更低價格，同款車型裸車價僅需28.7萬元，優惠幅度高達15.29萬元，同樣支援到店詳談。寶馬5系的其他配置如530Li領先版和尊享版也分別給出了32.8萬元和35.9萬元的優惠報價，優惠金額分別達到了15.79萬元和16.69萬元。

寶馬的降價並非孤例，其他汽車品牌也紛紛加入戰局，通過現金優惠、組合促銷等手段吸引消費者。蔚來汽車便是其中的佼佼者，蔚來ES6現金優惠超過6萬元，如果選擇不購買BaaS方案（電池租用服務），入門級版本的實際落地價僅為20萬元左右。蔚來還推出了包括5年免費換電、5年0息金融優惠等多重購車禮遇，進一步降低消費者的購車成本。

The promotion methods in the industry continue to innovate, and the "fixed price" strategy has become the new favorite of car companies. FAW-Volkswagen, GAC Toyota, Beijing Hyundai and other brands have launched fixed price activities, with discounts ranging from tens of thousands of yuan. For example, some models of the FAW-Volkswagen ID. series have a maximum reduction of 59.0 million yuan, and the ID.0 CROZZ 0 and ID.0 CROZZ have no threshold fixed prices of 0.0 million yuan and 0.0 thousand yuan respectively. This kind of promotion method that directly breaks through the original lower price limit allows consumers to feel the benefits more intuitively when buying a car.

儘管2025年第一季度的降價車型數量相比去年同期有所下降，但新能源和高端車的促銷力度卻持續上揚。根據數據顯示，新能源新車降價車型的均價為20.4萬元，降價幅度為2.5萬元，降價力度達到12%；而常規燃油車的新車降價車型均價為18.4萬元，降價幅度為1.9萬元，降價力度為10.1%。這一趨勢反映出，在激烈的市場競爭中，新能源和高端車成為了車企促銷的重點。

Although the wave of price reductions has brought real discounts to consumers, it has also brought a lot of pressure to the financial situation of car companies. A number of listed car companies admitted frankly in their 2024-year financial reports that the escalation of the "price war" is one of the main reasons for the decline in corporate profits. BAIC Blue Valley said that the fierce competition in the new energy vehicle industry and the escalation of the "price war" have squeezed profit margins; SAIC Motor pointed out that the decline in the fuel vehicle market and the continuous escalation of the "price war" have led to a decrease in the company's sales revenue and gross profit.

Despite this, industry insiders generally believe that although the "price war" in the new car market has cooled down, the promotion of new energy and high-end cars will continue to rise. With the further intensification of market competition, car companies will have to continue to explore more diversified promotion methods to attract more consumers' attention and favor.