2020, once as far away as the future, has arrived at this moment. In the first 20 years of the 21st century, China’s economy has gradually stabilized after setting sail, and the automobile industry has also experienced ups and downs, entering a new era under technological changes and the “new normal”. In the change of the times, wisdom and courage are required to coexist, dare to advance bravely, and sail against the trend, and BMW is one of these forces that should not be underestimated.
Looking back on history, BMW has always been a courageous company. For example, in 2003, under the severe global economic situation, it resolutely decided to invest and establish BMW Brilliance, the first joint venture in China, and then decided to increase capital again under the economic crisis in 2008. In the past two years, China’s auto industry has faced huge challenges and decline, and at the same time launched the strongest product offensive in history. Of course, behind this is BMW’s insight into the global market and its determination to gain a foothold in the Chinese market. At the same time, as a multinational luxury car company, it also has the ability to globally develop, manufacture, and launch innovative products that exceed consumers’ expectations.
According to the 2019 McKinsey Insights Report on Chinese Auto Consumers, the slowdown in the auto market is only a short-term pain, and there is still huge demand and potential in the long run. At the same time, the continuous demand for consumption upgrades is driving the development of the luxury car market, and consumers have higher and higher demands for car performance, brand and high-end experience. In the past two years, the BMW Group has persisted in cultivating the Chinese market and launched more than 40 new products in China, fully meeting the needs of different market segments and different customer groups. In 2020, the BMW Group will continue to promote its product offensive, injecting confidence and vitality into the Chinese luxury car market with 17 new products.
Gain insight into customer needs and continue to promote product offensives
In the past 2019, BMW won the 2019 sales champion of China’s luxury car market with an annual sales volume of more than 720,000 units. At the same time, it leads multiple market segments with absolute product advantages, such as BMW X1, BMW 5 Series, and BMW X5 , and BMW X6. A beautiful report card shows that Chinese customers are satisfied with the product, and it can also be seen that this is the satisfactory answer sheet that BMW has given to customers after day-to-day insight and positive response. The fully updated product line is full of vitality: From the domestically produced X3, the new generation of 3 series, the new generation of X5, i3 fast charging, the new X1 plug-in hybrid model, to the launch of new products in 2020, BMW will The youngest product lineup ushers in the new decade.
There is no way to reach a thousand miles without taking a few steps. Through a long-term deep insight into the Chinese market and customer needs, BMW has proposed a new product strategy, especially product upgrades around the three major dimensions of sports, luxury and technology. If you carefully observe the new BMW products in the past two years, you will find the bold changes and intentions of BMW: the brand-new design is more in line with contemporary trends, modern luxury and comfort are integrated into every detail inside and outside the car, digital interactive technology Leading, practical and intelligent driver assistance systems ensure safe and secure driving, and of course, consistent and powerful sports performance.
For example, in 2019, BMW launched 10 special edition models of various levels for the Chinese market, including X7, 7 series, 8 series, 6GT and Z4; For the first time, a model of this level is equipped with the Group’s latest seventh-generation iDrive human-computer interaction system, digital key, and intelligent ambient light and other innovative luxury configurations; hundreds of product configurations developed for the Chinese market are equipped on various levels of BMW models, bringing To provide a better and comprehensive customer experience; there are also a number of localized digital functions that keep pace with the times to meet the usage habits of Chinese customers, such as Tmall Genie, QQ Music, Chinese festival blessings of “BMW Intelligent Personal Assistant”, etc.
BMW, which insists on innovation in the midst of change, is also “stubborn”. It has persisted in its original intention for a century, in order to always bring “pure driving pleasure” to customers. It makes people believe that whether it is equipped with a fuel engine or an electric motor, the moment you hold the steering wheel and step on the accelerator, you can feel the driving passion that only belongs to BMW. In 2020, BMW announced that it will continue to strengthen its brand strategy. From the two directions of BMW M and BMW i, it will continue to develop its ultimate dynamic image and innovative sustainable development concept, and continue to drive today’s and future success.
BMW iX3 leads the “Year of New Energy Vehicles”, promoting electric smart travel
BMW i is a milestone achievement of BMW in the development of electrification. As the innovation pioneer of the group, it not only represents BMW’s forward-looking car-making wisdom, sustainable development concept, but also actively leads the future travel. In 2013, the BMW i3 pure electric vehicle and the BMW i8 plug-in hybrid vehicle were launched, opening up a new path for the luxury car segment. BMW’s leading edge in electrification development is obvious to all. In 2019, when various companies are scrambling to release their first electric products, BMW has achieved the goal of 500,000 electric vehicles on the road around the world. In the Chinese market, this figure is also More than 50,000 vehicles, far ahead on the starting line.
In 2020, the BMW Group will continue to promote the offensive of new energy products in the Chinese market with the theme of “The Year of New Energy Vehicles”. And i8 Extreme Night Meteor Limited Edition; and the new iX3 will also be officially launched in the second half of the year. As the leading product of the “Year of New Energy Vehicles”, BMW iX3 will make its grand debut, bringing the Group’s latest electric technology and ushering in a new era of electric mobility. It is not only the first pure electric SAV model equipped with BMW’s fifth-generation eDrive electric drive system, but also adopts BMW’s latest high-efficiency power technology and uniquely developed design method. The BMW iX3 will be the first model produced by the BMW Group in China and sold to other markets around the world. It is the solid implementation of BMW’s strategy of “in China, for China and for the world”. Its launch will also pave the way for the next i4 and iNEXT in terms of technology and lay a more solid market foundation.
Mr. Gao Le, head of BMW Group Greater China, said that by the end of 2020, BMW Group will provide Chinese customers with a rich array of new energy products consisting of 6 models. “We believe in the ‘power of choice’: we will provide models with different power systems in various market segments to provide customers with sustainable transportation.” Gao Le said, “At present, BMW has more than 400 new energy dealers. We will continue to expand our dealer network and public charging network in China in the future. It is estimated that by the end of 2020 we will have 250,000 public charging piles covering 300 Cities, including more than 70,000 DC charging piles, provide consumers with convenient and worry-free electric travel services.”
M supports BMW’s “Year of the Brand”, high-performance array meets ultimate driving pleasure
Many people’s love for BMW begins with the sub-brand BMW M, which represents BMW’s pursuit of the ultimate driving passion and defining driving pleasure with outstanding performance. It combines cutting-edge technology of the BMW brand with pure driving pleasure, giving Vehicle driving soul. In 2020, BMW will bring Chinese customers a more brand-inspiring high-performance luxury driving experience with the most powerful BMW M family array, and meet customers’ expectations and pursuit of BMW high-performance vehicles with a new look and innovative power technology . “This year, the new X5M and X6M, the M5 and the new M8 four-door coupe will all be launched one after another,” Gao Le said.
Years ago, BMW boldly combined the pure BMW M’s unrestrained sports tension with the majestic off-road strength of the BMW X family, and launched the BMW X5 M and BMW X6 M, creating a new segment of the market, and also for those who love driving and off-road. Customers have brought unprecedented shock. Last year, BMW launched the BMW X3 M and BMW X4 M, which once again perfectly combined the all-road adaptability of the BMW X family with the sports performance of pure BMW M, enriching the product lineup of the BMW M family. In the middle of this year, the new generation of BMW X5 M and the new generation of BMW X6 M will come again, showing ubiquitous and surging performance. Whether it is giving the BMW X family the surging roar of the BMW M brand, or the BMW M brand giving the BMW X family the vast momentum, BMW has created a new possibility and experience for those who love driving and need it.
Time flies, and now we are standing at the point of time we once looked at, and those people’s positive and bold ideas about future travel are slowly being realized. Although there are still many unfulfilled expectations, we believe that it is often those small steps rather than one giant step that can bring about lasting change. BMW is like this, sticking to its original intention and forging ahead. In 2020, let us realize the dream of blue sky and white clouds together in the roar and silence.
