Deep roots in China

BMW Brilliance fortifies its long-term localization strategy

For more than 10 years, BMW Group has maintained a successful partnership with Brilliance Auto Group.

Both groups are committed to strengthening the cooperation not only within the joint venture but beyond the joint venture business.

BMW spares no effort in supporting the Chinese partner to cultivate strong fundamentals of business, from technology to product and from management to sales, which distinguishes BMW and other foreign players in the Chinese car industry.

The successful development of Brilliance is beneficial to BMW's long-term development in China: BMW Brilliance is paving the way for the group's long-term success in China as it further deepens its localization strategy.

In early 2015, BMW Brilliance celebrated the millionth car rolling off the line, unveiled the plug-in hybrid BMW 530Le luxury business sedan and opened its second ZINORO showroom in Shanghai.

The successive steps demonstrate the company's determination for localization and sustainable mobility, laying a solid foundation for its long-term success in China.

2015 will be a year of accumulating strength for BMW Brilliance, said the joint venture, adding that it will continue its efforts to deepen localization.

It is expanding both of its production bases in Shenyang, Liaoning province, as scheduled, with the annual production capacity expected to grow to 400,000 units from the current 300,000 units within two years.

In addition, the lineup of locally produced models will grow to six from the present three - the BMW 3 Series, 5 Series and X1.

A world-leading new engine plant is under construction and it will start producing BMW's latest turbo-charged engines in 2016.

The group and its Chinese partner Brilliance Auto extended the term of their joint venture contract to 2028 last July.

This came four years before the current contract expires and reflects the mutual trust and fruitful cooperation between the two parties, according to BMW Brilliane.

New focus

The new-energy vehicle market is also a top priority for BMW Brilliance.

Recently the company has delivered 160 ZINORO 1E pure electric premium sports activity vehicles to car rental company eHi, which is a signal of growing recognition of the joint venture's own brand and product in the Chinese market.

A further in-depth measure is going to the booth of ZINORO at Shanghai Auto Show: a ZINORO concept car, ZINORO Concept Next, makes its world premiere today to elaborate the brand's unique design language for future product.

It illustrated BMW Brilliance decision to continue its development of ZINORO brand, with the second model already in the pipeline, according to the company.

Furthermore, the automaker said, it will keep working with the government and relevant parties to promote the construction of charging infrastructure for new-energy cars.

BMW Brilliance is shifting its focus to improving its entire value chain as growth slows in the Chinese market.

Among other efforts, the joint venture will continue enhancing its research and development capability.

More and more Chinese engineers are joining the team as it expands its research and development center.

Meanwhile, it will continue its extensive training of its dealers.

In 2014, China ranked first in the BMW Group by providing an unprecedented 250,000 man-days of training to its dealers.

BMW Brilliance has launched a number of programs to improve its after-sale services, such as accident roadside assistance for the lifetime of the car, convenient service check-in in certain commercial areas, and an e-commerce shop.

The latest move was the unveiling of its new Regional Distribution Center in Shanghai, which is the largest of the group in Asia.

In addition to delivering high-quality products to act as a good corporate citizen and make social contribution.

Since its entry into the China market, BMW has adopted a long-term strategy of taking root in China and fulfilling social responsibility.

One example is the BMW Warm-Heart Fund, which as a comprehensive platform gathers the forces of the whole BMW family as well as its associates, dealers and customers to offer a helping hand to those in need.

lifusheng@chinadaily.com.cn

(China Daily 04/20/2015 page3)