In Depth: How BMW, Audi and Mercedes Ended Up Also-Rans in China

The German auto giants were late to adapt to the shift to EVs and failed to recognize how competitive the domestic market had become, industry insiders say

There was a time when the BMW name was enough of a status symbol in China that the average car buyer could be easily talked out of choosing a less expensive luxury vehicle from a domestic automaker.

A former BMW salesperson recently recalled how he once tried to persuade a customer to buy an i3 electric subcompact over the BYD luxury model they were also considering.

“I tried to convince a customer, saying, ‘Isn’t the 180,000 yuan ($25,000) BMW i3 more respectable than the BYD Han?’” the former salesperson told Caixin.

The customer, however, wasn’t moved. “The base model of the i3 lacked features like heated seats and an electric tailgate, and it cost more to insure than a domestic car,” the ex-salesperson explained.