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Recently, it has been reported that brilliance BMW has cancelled some customer order production plans due to the epidemic. Due to insufficient supply of new cars, a number of BMW dealers have reduced terminal discounts and implemented new quotations from now on. In response to the news, BMW responded that it cancelled some order production plans from March to April due to the backlog of orders caused by the delay in resuming production. BMW dealers also responded that it is true that the discount will be less later.

A few days ago, a dealer document from brilliance BMW showed that due to the impact of the epidemic, the original January and February quota orders at the brilliance BMW Shenyang plant were postponed to March and April production, resulting in the original March and April quota orders unable to be produced on time. Therefore, the affected March and April quota orders need to be cancelled from the system.

The affected customer orders include the cancellation of production in March except for the quota orders that have already entered the production workshop, and the cancellation of production in April according to a certain proportion. The affected models include F52 (domestic 1-series hatchback version), G28 (domestic 3-series long axle version), G38 (domestic 5-series long axle version) and G08 (domestic X3).

Brilliance BMW said in a reply to the media on March 1 that the company made the arrangement to postpone the production plan mainly because the factory had stopped production due to the epidemic, resulting in a backlog of orders in January and February. Production needs to be transferred to March or April.

Brilliance BMW also said that the "cancellation of production plans" mentioned in the notice in March and April is not to cancel the order, but to cancel the original production time of the order and postpone it, which may cause customers to delay picking up the car. At the same time, the cancellation ratio of quota orders in April needs to be flexibly adjusted according to the market demand at that time.

Due to the postponement of brilliance BMW production plan and insufficient supply in the market, notices issued by insiders of several BMW dealers show that the prices of some models will be raised, terminal discounts will be reduced, and new quotations will be implemented from now on.

A brilliance BMW dealer in Beijing responded that there are not many models available in the store, and the pick-up time of individual models during the epidemic cannot be determined. "the price is the lowest now, and the discount will be less later."

Brilliance BMW a paper notice of insufficient production capacity, so that dealers have the strength to raise terminal prices in the short term. Some dealer insiders have issued price increase notices in moments, informing customers that the price correction has begun in the near future.

Many consumers and netizens have given different views. Some said that this may be a marketing strategy, just during the epidemic when dealers adjust their inventory of cars and reduce pressure. In addition, some consumers and netizens believe that this is the market behavior, and the lack of factory output leads to a callback of terminal price concessions, which is reasonable. Limited production capacity and insufficient supply, the accumulation of terminal purchase orders may also lead to a short-term rise in the terminal prices of some brands, especially in the pursuit of low inventory coefficient, or price fluctuations of some hot-selling models.

It is understood that brilliance BMW's two vehicle production plants and an engine production plant in Shenyang have gradually resumed production since February 17. On February 27th after resuming work, brilliance BMW also announced that after 17 years of the joint venture, the 3 millionth domestic BMW car was offline at the new Dadong factory in Shenyang.

Data show that BMW (including MINI) delivered 723700 vehicles in the Chinese market in 2019, an increase of 13.1% over the same period last year, of which brilliance BMW contributed about 3/4 of sales.

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