BMW cuts profit outlook again as China sales slump deepens

· Automotive & EV · Germany · China

BMW lowered its profit outlook for the second time since June, citing a sharp sales decline in China. The automaker said it will accelerate restructuring, job cuts and next-generation vehicle plans to restore margins. The pressure is already visible at its Chinese joint venture: BMW Brilliance reportedly began layoffs on November 2, cutting around 1,800 jobs across multiple categories, mostly production workers. BMW had already trimmed guidance earlier in the year, so the repeat cut signals that its China recovery is taking longer than planned. The combined moves show a premium automaker trading short-term earnings for a leaner cost base and a refreshed lineup.

Why it matters：A second guidance cut from a major premium automaker shows how deeply weak Chinese demand and restructuring costs are eroding margins across the global car industry.

Key points

  • The outlook cut is BMW's second since June.
  • BMW Brilliance layoffs reportedly started November 2, hitting roughly 1,800 jobs, mainly production roles.
  • BMW says it will accelerate job cuts and next-generation vehicle plans.

Sources (original reporting)

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