BMW Sales Drop by 4.9%, 30% of Customers Lost in China

BMW AG reported a 4.9% decline in global sales in the second quarter of 2026, primarily due to falling demand in China, where sales of BMW and Mini brands dropped by 30%. The real estate crisis in China has undermined the purchasing power of wealthy customers. As a result, German premium car manufacturers such as Porsche and Mercedes-Benz Group also reported a decrease in shipments to China. The new CEO, Milan Nedeljkovic, has downgraded margin forecasts and announced strict cost-cutting measures, with BMW's stock falling more than 35% since the beginning of the year. To overcome the crisis, the company has invested over €10 billion in the new Neue Klasse platform for electric vehicles and plans to launch a Chinese version of the iX3 crossover. Meanwhile, demand for electric vehicles is rising in the US and Europe, with orders for the iX3 approaching 100,000. However, overall, the expected operating margin for 2026 is only 1-3%, which could reduce BMW's profitability.

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