This summer, BMW has been taking some actions in China market to follow the trend. Let’s share!
1. SHARING – BMW kickoffs car sharing in China.
Recently in Shenyang, Liaoning province, BMW put 1500 cars into Sharing market. This is the first stop of BMW’s sharing car plan in China. More than 1400 car parkings are open to use and users can find the car with BMW APP. The current Sharing price is 1.5 rmb/km. More Info
2. In July, Audi is catching up its BBA competitors.
As noted in the semi annual report , Audi didn’t perform well in its half-year sales. This July, after launching the new models of A3 and A5, Audi has realized an upswing. Nevertheless, it is expected that raking in the BBA echelon won’t shift in a short term. Meanwhile, BMW is putting emphasis on developing hybrid energy and trying to take over a competitive advantage in this field. More Info
In the past weeks, this endlessly creative world has come up with more amazing ideas. Let’s take a look together!
1. How to purchase a car? When your answer to this is still limited to “offline dealership”, Tmall has already made a breakthrough to say “No”.
The Tmall Car Vending Machine brings out a future lifestyle. Consumers could use their Alipay credits to get car on loan. This new way of purchase is still a concept by now, while the sense of young and freedom delivered by the message aims to build connection between car brand images and youngsters. More Info
2. Looking for a completed collection of BMW prints in China? Here it is!
Since 2009, all BMW communications have been focusing on the the core value of JOY. From a visual points of view, the car has always been in a dominant position of the image. While for the copy, there shows a developing exploration of brands’ value. More Info
1. In BMW Beijing branding center, there is a room exhibiting BMW users’ lifestyle choices. Now, Volkswagen brings such an Experience Room to their consumers.
Different from BMW using an experience room for brand training, Volkswagen makes this place a destination where consumers would love to spend some time. Interaction is put at the center of the room’s design and visitors are invited to be part of the brand’s story.
2. Alan Peckolick, an influential designer who created several widely recognized images, including the corporate logos for General Motors and Mercedes Benz, and who made the imaginative use of lettering the focus of his designs, died Aug. 3 at an age of 76. For your reference, here are some of his works.
As the semiannual report of the Chinese car industry has been released, we got some hot news in this hot summer for your reference.
1.Chinese automobile companies speed up oversea takeovers, aiming for a bigger role in international auto markets.
Eight oversea deals totaling more than 5.5 million, Chinese auto companies accelerated their takeover efforts in the overseas auto industry in the first half of 2017. Tencent 腾讯, spent $1.78 billion on a 5-percent stake in Tesla in March, a move targeting the lucrative self-driving vehicles. More Info
Geely also set up a new joint venture with Volvo Cars to share existing and future car technology. Currently, the two companies have been corporately using their Compact Modular Architecture platform tech. More Info
2. Overall Auto Sales in Chinese market slow down, but premium brands are still making progress.
China Passenger Car Association pointed out that the fact of Chinese consumers getting richer will lead to a growing demand of lower-priced, entry-level premium cars. The fierce competition among BBA brands continues, meanwhile Chinese local brands, with their improving quality and rich SUV lineups, have won over customers who would otherwise purchase South Korean brands. More Info
3. Auto makers set to build Chinese Compact SUV
Jaguar Land Rover is localizing its compact SUV E-PACE and make faster inroads into the compact SUV segment in China, which is currently dominated by the Audi Q3, the BMW X1 and the Mercedes-Benz GLA. The SUV sector is a fast-growing one in the Chinese market, comparing to other segments’ sales falling, e.g. sedan. More Info
Time to knock at the door of inspirations!
- STORIES, STORIES, STORIES, Every brand has a story to share, but is yours really worth to be read?
“I have a BMW. Do you have story?” Inspirational quotes always matches well with runners who bear passion and perseverance in mind. Applying the right format to target the right group of people, BMW wechat page finds the key to free the great stories in their audiences’ life.
Toyota “Crossover the World” drives the audience through their good old days. Cooperating with the classic game “Street Fighter” 街头霸王, Toyota C-HR strives to target the young generation who played the game in their youth while now have grown up to an age of purchasing their own car. C-HR becomes part of the audiences’ stories, something they want to share and find resonances among peers.
2. Find plain information about brand history and dull introduction to model features too hard to attract attention? Make it playful.
To create sustainable connection with consumers, history is an essential part of the brand story. The Renault H5 used a combo of “aggressive title + playful visualization” to maintain attention throughout the whole reading process.
Starting with a little trick, this Bentley SUV H5 ends far beyond the wechat boundary. Every step of the interaction illustrates the core feature “detailed” of the car and gives living proof of its “infinite” limits.
TED Talk by BMW former chief of design – Chris Bangle
A classic TED talk was given by the former chief of design of BMW Chris Bangle. He explains his philosophy on Car design. He understands that it can be difficult to see a car in terms of Art with a capital A. As such, he separates his work into issues of “automobiles” (unemotional products, causing problems such as pollution and congestion) and “car-iness” (an expansion of the human, and ultimately a truly artistic expression). Satisfying the tensions between these problems — and the tensions between engineers and designers — is, for him, the essence of his work.
BMW Car design process
It’s on a blank sheet of paper that designers first acquire their passion and emotion, solely through a pen and the hand that guides it.
“The average age of Chinese BMW owners is below 35. And there is a tendency of becoming even younger”, said BMW (China) Chinese executives.
According to the consumer insight report developed by RolandBerger and Yiche.com in 2015, car owners aged below 35 holds more than 54% of the auto market share in China. 36% of them are even younger than 30-year-old. It becomes crucial for auto brands to understand the unique features of this audience segment, so as to create resonance with them.
This trend analysis answers the following questions: 1. Who are they? 2. What do they want from the auto brands? 3. What attempts have been made to attract their attention?
How about relax your brain and take 5 minutes off from work and learn something hot about the industry ?
1. All-new BMW Series 5 Li launched in the Chinese market with more featured applied exclusively for the luxury experience.
“BMW customers in China are younger than anywhere else. We are trying to anticipate their demands very early, and very specifically, Younger customers demand more in terms of product substance, product quality.” Johann Wieland, president and CEO of BMW Brilliance Automotive Ltd, said in an interview.
The BMW’s local joint venture has adopted the slogan “Time Waits for No One” （时不我待） to appeal to these younger Chinese customers, who it identifies as fast-moving, fast-thinking and fast-acting in their pursuit of a high-quality life.
For the first time, the M Sport Style is available for the BMW 5 Series Li in the 530Li variants, at the same price as those with Luxury Style. More info
2. BBA Sales Updates in June
BBA has recently released their half-year sales reports (Chinese region), the current situation can be concluded as: Mercedes Benz is taking the leading role, BMW is gaining steady growth, while Audi has just controlled its loss and started to catch up. For BMW particularly, Series 3 and the newly launched X1 has contributed the most to the market share. More Info
3. China Auto News: Chinese carmakers “declare war” on foreign brands
Chinese brands accounted for 44.4% of light-vehicle sales in China in the first five months of 2017, up 6% points from 2014.
Leading the attack are GAC Motor Co.(广汽集团), SAIC Motor Corp.(上汽集团) and Zhejiang Geely Holding Group (浙江吉利汽车). Over the past year, the proprietary brands of all three companies have increased sales more than 60 percent.
Their products are offered well within the price range of foreign mass-market brands, whilst an improved product quality that is higher than domestic peers. More info