Key Takeaways:
- BMW first-half sales fell as China demand dropped nearly a third.
- The automaker saw gains in other global markets during the period.
- BMW joins Mercedes and Volkswagen in issuing profit warnings in 2026.
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BMW first-half sales hit by 30% China decline as luxury demand weakens
BMW reported a decline in first-half 2026 total sales, with deliveries in China dropping nearly a third as weakening consumer demand in the world's largest auto market weighed on the luxury automaker's results.
"The decline in China reflects a broader softening in luxury vehicle demand amid economic uncertainty," a BMW spokesperson said.
The Munich-based automaker posted gains in other global markets, but the magnitude of the China shortfall dragged total group sales lower for the six months through June. China has been BMW's largest single market, accounting for roughly a third of global deliveries in prior years.
The results add to a challenging year for European automakers exposed to China. BMW, Mercedes-Benz Group and Volkswagen AG have all issued profit warnings in 2026, according to GlobalData, as Chinese consumers pull back on big-ticket purchases and domestic rivals gain share. Chinese auto brands now hold almost 10% of the European market, up from about 7% a year ago, using a 30% cost advantage and superior software to win over buyers.
European auto sales rose nearly 6% to 6.4 million vehicles in the first half, driven by accelerating battery electric vehicle demand and manufacturer discounts, GlobalData said. But the consultancy expects growth to slow to about 1% in the second half, with broader macro risks and potential geopolitical volatility posing threats.
The China sales decline signals that BMW's largest profit pool is under pressure at a time when the company is also investing heavily in electrification and software. Investors will watch the company's full first-half earnings release for updated margin guidance and any changes to its China strategy.
This article is for informational purposes only and does not constitute investment advice.
