Volvo S90 discounted to 229,900 yuan as luxury car prices halve

The scale of discounting on a flagship sedan signals that traditional luxury brands are now competing on price rather than brand premium, a shift that pressures margins across the segment and raises questions about residual values for existing owners. It also matters for the broader auto supply chain, from dealers absorbing thinner spreads to the used-car market. Whether these cuts stabilise volumes or merely reset buyer expectations lower is the open question.