BMW faces a steep sales and earnings decline in its China market, prompting the new CEO to seek turnaround strategies
Executive summary: BMW's sales and earnings in China are falling sharply, according to Handelsblatt's exclusive data analysis. China is BMW's single largest market, so the downturn threatens a significant portion of the group's revenue and profit.
Who is involved: BMW AG, CEO Milan Nedeljkovic, and the company's China operations.
Likely next: Nedeljkovic is expected to present a turnaround plan for the China business in the coming weeks, potentially involving pricing, model mix or cost adjustments.
An exclusive data analysis by Handelsblatt shows BMW's sales and profits are falling sharply in China, its single largest market. The downturn comes as new CEO Milan Nedeljkovic takes charge, tasked with finding ways to reverse the trend. The development highlights the growing competitive pressure from local rivals and shifting consumer preferences in the world's biggest auto market.
Timeline
- — Autobauer: Schwindender Absatz, sinkende Erträge: So groß ist das China-Problem von BMW (Handelsblatt)
- — E-Autos: BMW holt sich Platz zwei bei den Elektroautos in Deutschland zurück (Handelsblatt)
- — E-Autos: BMW holt sich Platz zwei bei den Elektroautos zurück (Handelsblatt)
- — Neuzulassungen: BMW holt sich Platz zwei bei den Elektroautos zurück (Handelsblatt)
Analysis — what this means
Sectors affected
- Automotive
- Luxury vehicles
Historical parallels
- BMW regained second place in the German electric‑vehicle market in July 2026
Key entities
Sources
- Autobauer: Schwindender Absatz, sinkende Erträge: So groß ist das China-Problem von BMW — Handelsblatt
- E-Autos: BMW holt sich Platz zwei bei den Elektroautos in Deutschland zurück — Handelsblatt
- E-Autos: BMW holt sich Platz zwei bei den Elektroautos zurück — Handelsblatt
- Neuzulassungen: BMW holt sich Platz zwei bei den Elektroautos zurück — Handelsblatt
Related cases
- Mazda’s CX‑6e crossover targets BMW’s iX3 in the premium electric SUV race
- Used BMW 3er receives solid TÜV marks for sportiness and comfort, with minor issues noted
- BMW’s profit plunged more than one‑third in Q2 after a China‑driven sales slump, prompting a works‑council deal to cut thousands of jobs
- BMW's quarterly profit fell more than a third, highlighting deepening challenges in its core auto business especially in China
- BMW's first-half profit plunges as weak auto sales and China pressures outweigh a stronger contribution from another business division
- South Carolina’s potential election of a subsidy‑critical governor threatens future US incentive billions that Volkswagen and BMW rely on for US production