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
“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