Business / Auto China

BMW: Driving sustainable growth

By Xu Xiao (China Daily) Updated: 2013-07-01 08:03

BMW: Driving sustainable growth

BMW executives and guests at the launch ceremony of the BMW 5 Series Li Supreme Sound edition. [Photos Provided to China Daily]

BMW is striving to "maintain sustainable and profitable growth in China," said Peter Van Binsbergen, senior vice-president of sales and marketing at BMW Brilliance.

Assigned to the position on April 1, Binsbergen made the remark after the BMW 5 Series Li Supreme Sound edition was launched on June 23 in the Southern Chinese metropolis of Guangzhou.

This is the first time that BMW introduced the world's top audio brand Bang & Olufsen to the segment to tap a new niche for those customers who are fond of music. This launch follows its introduction of the "Customerization Service" to the 5 Series Li sedans last month.

As a celebration of the 10th anniversary of BMW Brilliance - the German automaker's joint venture with local Brilliance Auto in Shenyang, Liaoning province that made the 5 Series Li - the Supreme Sound edition is only offering 500 models for sale worldwide.

BMW: Driving sustainable growth

Peter Van Binsbergen, senior vice-president of sales and marketing at BMW Brilliance [Photos Provided to China Daily]

The 5 Series are an important part of BMW's portfolio across the globe, and in the last 40 years, the model's global sales have totaled over 6.6 million units.

In 2012, the 5 Series sold over 100,000 units in China, becoming BMW's first model to reach that level.

The 5 Series' average single month sales have surpassed 10,000 units this year.

Binsbergen said the success should not focus soley on its sales, but also the quality of the brand.

Binsgergen has a lot of experience in sales and marketing in addition to dealer network building after working 19 years for BMW.

Although the new senior vice-president has only lived in China for 10 weeks, he said he has been in contact with the country for 10 years.

He has a big national map on the wall of his office and has visited Shenyang, Xiamen, Chengdu, Ningbo, Jinan and Shenzhen.

"The country is too big, thus visiting different cities I will get many different observations."

"The first question is how fast the country has developed, not only the business but also the people," he said.

He said that over the past decade, Chinese customers have become quite mature, and now their purchasing habits have evolved.

"In the past, they just pay cash to own a car, but now, they care more about its brand image, culture, environment friendliness and other added values," he said.

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