Although he is not satisfied with China's serious soil, BMW Global President Resef came to Shenyang again this summer. Along with him, all the directors of the German BMW Group – BMW's global board of directors chose to hold in China this year, planning the next investment direction in the Chinese market to become the core issue of the global board of directors. Zhejiang Xinli New Materials Co,.Ltd , https://www.shinylon6.com
Under the premise of extending the joint venture agreement with Brilliance Auto for 15 years, the new round of investment plans announced in China includes expanding production capacity in China, expanding domestic product lines, and launching advanced engines in China.
The most interesting thing is that the three new BMW cars that will be introduced in China will have two models lower than the BMW 3 Series, namely the entry-level sedan and the multi-function model. Although Eichner, the director of the BMW Group responsible for corporate finance, has repeatedly announced that there are no more details to disclose, "this car is not in BMW's existing model series," and will be launched first in China. It is determined that this will be an entry-level car that BMW has specially built for China.
In the context of the Audi A3's upcoming domestic and Mercedes-Benz B-class car plans, BMW's launch of the car plan is not unexpected. This also means that after the fierce battle of C-Class, B-Class and Compact SUV becomes the norm, the entry-level sedan will become the next bet market segment of the German top three.
Car Suspense "BMW's philosophy has been, past and present in the past. We will understand the current status and prospects of the market and will clearly understand where the Chinese market has potential. This is why we are making such a decision now. "At the BMW Group Greater China Communication Conference on July 16, Reseff eventually did not appear because of illness. BMW's "Car Domestic Plan" was announced by Echner, the director of the BMW Group's corporate finance.
“BMW believes that the growth of the premium car market is highlighted in two market segments, one is the high-end segment and the other is the compact car market. The expansion of the product line in the compact car market is to seize this market opportunity.â€
Based on this judgment, based on the domestically produced 3 Series, 5 Series and X1, “In the next few years, Chinese consumers will continue to welcome the following products: a new entry-level model smaller than the BMW 3 Series; a pole A functional car that combines practicality with typical BMW driving dynamics and a BMW X3 for the Chinese market.
Eichner's further explanation makes these two cars more suspense: "These two products that will be produced in China will be newly developed, one of which is the entry-level sedan, which is currently not available in our entire product line. "
“We will first launch this product in the Chinese market. Therefore, this product is designed to meet the needs of Chinese consumers.†Eichner said, but did not disclose more details about the car.
Named and launched a model for China, this is a move that multinational luxury car brands have never implemented in China. But this is not a decision without risk and dissent. After the fierce luxury car price war in the past two years, the price of the BMW 3 Series in China has dropped to 260,000 yuan, and the Audi A4L is as low as 210,000 yuan. The price range of the mid- to high-end models of the joint venture brand. This has caused some Chinese car owners who believe in the price of one-point goods to question the products and after-sales quality of domestic luxury cars. On this basis, the upcoming BMW new car will continue to be explored at the model level and price. Will it be confused about the positioning of the brand in China?
“When we launched the 1 Series in 2004, we faced similar doubts from the outside world, but today we have produced more than 1 million BMW 1 Series. The sales have proved the success of this car.†BMW China responded, “ The high-end positioning of high-end cars lies in their high-quality products and strong brand power. Even for smaller models, we will ensure the quality of our products and unique brand emotions."
According to the information disclosed by Echner and the resources of BMW's existing models, the industry speculates that in addition to an entry-level sedan developed for the Chinese market, another new car may be the BMW 2 Series Active Tourer. The competitors of these two cars are locked into Audi A3 and Mercedes-Benz B-Class.
Around the new product layout, BMW will further expand its production capacity. In the next two years, the total production capacity of BMW Brilliance's Dadong and Tiexi plants in Shenyang will increase from the current 300,000 vehicles per year to 400,000 vehicles per year.
At the same time, the BMW Group will also implement the domestic production of the engine. BMW Brilliance's new engine plant has been built near the Tiexi plant, and the BMW three-cylinder and four-cylinder petrol engines will be officially put into operation in 2016. The plant will also be the first engine plant in the foundry with the BMW Group outside of Germany.
Electric car debut In addition to further reducing the barriers to entry-level cars, BMW's product layout will be launched in another dimension. According to the plan, in September this year, the pure electric vehicle BMW i3 and the plug-in hybrid super sports car BMW i8 will enter the Chinese market.
Ange, president and CEO of BMW Group Greater China, said that the BMW i series, which landed in Germany and Europe at the end of last year, sold very well, and it took four months or more to get the car. In the United States, it was launched a few weeks ago, and market feedback is equally optimistic. “The demand for the i-series now exceeds our production capacity at the Leipzig plant. In China, we don’t have a specific sales target after the IPO. If we can get enough auto supply, I want to sell it.â€
Although Tesla, another high-end electric vehicle that was listed before BMW in China, did not go well, Anger agreed with Tesla's business model. "We also hope that Tesla and BMW i3 can drive the infrastructure construction boom in the market, which is a prerequisite for the development of electric vehicles."
In fact, BMW has already tried a similar path to Tesla. Not long ago, BMW and real estate leader Vanke Group reached a strategic cooperation. Vanke will fully support the owners to install individuals in more than 400 established and new communities across the country. Charging facility. Eichner revealed that BMW has also cooperated with Greenland Group in Shanghai.
More opportunities come from the standard unification brought by the “Sino-German Electric Vehicle Charging Projectâ€. "I believe that relevant decisions will soon be seen to unify the charging standards for electric vehicles between China and Germany." Eichner believes that this will also drive other competitors into this market.
For the BMW Group, the performance of i3 in China is significant. According to statistics, BMW invested 3 billion euros in i-brand electric vehicles in 2013. BMW and its competitors have different opinions about the profitability of the i brand. In August last year, Ange said that since the investment in i3 production infrastructure has been digested, the BMW i3 will be profitable from the first generation.
But two months later, Daimler CEO Cai Che did not shy away from publicly saying that the competitor BMW was completely from scratch and cost a lot. Therefore, "we are not optimistic that BMW's high cost of investing in i3 will receive corresponding benefits in the future."
In this regard, Eichner told the Economic Observer that the total profit rate of electric vehicles can be viewed from two aspects: "The first one is i3, all the i3s sold are made by us. And sold. Whether the amount is enough to compensate for the one-time investment in R&D and large-scale capital investment is another problem. It has not yet reached the limit of such a quantity. “Aichna said that the number of first-generation pure electric vehicles is not yet available. Achieve the extent to which the entire R&D investment can be compensated. Therefore, the most important thing now is to develop the market and do the volume.
In addition to the i3, BMW's electric car camp also includes two new cars, two of which are plug-in hybrid BMW 5 Series long-wheelbase models that were put into production in Shenyang at the end of 2014. The second is the electric vehicle originally launched by ZINORO, a joint venture brand. Currently, the brand's first product, ZINORO 1E, is available for the rental market.
According to BMW, this series of plans demonstrates the BMW Group's stronger investment in the Chinese market. Industry analysis pointed out that from BMW's layout of the two segments of compact and electric vehicles, BMW is formulating countermeasures against the significantly slowing Chinese luxury car market. More thorough China will be BMW's next few years. The most core strategy.