BMW launches sport sedan tailor-made for Chinese market

BMW AG presented its German-designed sedan tailored to China at the ongoing Auto Guangzhou 2016 show, offering younger customers an affordable way into the premium compact vehicle market.

Set to launch early next year, the all-new BMW 1 Series Sedan will be manufactured domestically by BMW Brilliance Automotive Ltd.

The BMW 1 Series Sedan will be the fifth locally-produced BMW model in China, opening a new chapter in the brand's long-term commitment to the country.

"The all-new BMW 1 Series Sedan is the youngest in the BMW product portfolio," said Jochen Goller, senior vice-president of sales and marketing at BMW Brilliance. "We have strong confidence in this exclusive model, as it is born 'in the right time, at the right place, and for the right people'."

Goller told China Daily that "the newly localized series is among the best in the segment, because the new BMW 1 Series was designed in Germany but tailored for China with lots of flexibility and customizations."

He said the new model fills a gap in the market, because the younger Chinese customer group is growing and looking for more compact mobility solutions.

Compact vehicles are now the fastest growing segment in the automobile market, according to BMW.

To seize the opportunity provided by the younger generation's downsizing trend, BMW started planning and developing compact models years ago.

An evolving trend may not be spotted by every carmaker in the years ahead. But, BMW has demonstrated its future orientation by developing this concept car exclusively for the Chinese market.

The model made its global debut at the Auto Guangzhou 2015 show and attracted the attention of both industry insiders and local customers.

"The BMW Concept Compact Sedan was designed as closely as possible to reality, so the BMW 1 Series Sedan is built very close to its original concept," Goller noted.

As a result, the BMW 1 Series is designed as a cool, sporty sedan based on BMW's global platform, according to the company.

With a large number of improvements made for the local market, its world-class quality and driving pleasure have been ensured by road tests in China.

BMW has put great effort and focus into delivering the best driving pleasure for young customers in China.

The car's suspension and gear-shifting strategy were modified in accordance with Chinese customers' preferences, because they like a softer road feel, according to Goller. BMW's latest 1.5T and 2.0T engines come with cutting-edge BMW TwinPower Turbo technology, equipped with a six- and eight-speed Steptronic transmission respectively to promise a responsive, efficient and smooth performance, true to BMW's Sheer Driving Pleasure ethos.

In addition, the car's Servotronic system ensures every turn is precise and sharp.

Three driving modes are offered to adjust the engine, steering and fueling economy levels of the car: Comfort, Sport and Eco Pro.

BMW EfficientDynamics technology is fully applied to the BMW 1 Series Sedan, including brake energy regeneration, auto start/stop and engine coasting.

The lowest combined average fuel consumption is merely 5.5 liters per 100 kilometers.

"We turned the car into a smoothly-driving sports sedan," he said. "Inside, the seat cushions are thicker for a more comfortable riding experience and PM 2.5 air filters are installed as standard."

After conducting consumer research into the Chinese market, BMW found that besides sportiness, connectivity is another aspect highly appreciated by Chinese customers, as the young generation has grown up in a digital era.

The BMW 1 Series Sedan features the best-in-class, state-of-the-art wireless technology to always stay connected.

The BMW Connected app, soon to be launched in China, seamlessly integrates all functions in one application, linking the driver and the car with his or her go-to destinations, and providing personalized companionship for daily traveling needs.

Goller believes the new model meets the demands of the young generation in China and their usage behavior in the best way, and expects the new BMW 1 Series Sedan to contribute greatly to the brand's growth in China.

"I am confident the all-new BMW 1 Series Sedan will become the leader of this segment, with its powerful and outstanding product quality," he said.

"It is attracting more young customers to the brand, by offering them an affordable way into the amazing BMW world."

Tech details

Exterior: all LED headlights, 10 colors including China exclusive Luminous Gold

Size: 2.67-meter wheelbase

Interior: driver-oriented cockpit, full-color head-up display, 8.8-inch central screen, BMW ConnectedDrive, 0.7-square-meter panoramic roof.

Power: 1.5-liter or 2-liter TwinPower Turbo; six-speed or eight-speed Steptronic automatic transmission.

Driving modes: Comfort, Sport and Eco Pro.

Economy: 5.5 liters/ 100 km, EficientDynamics applied

haoyan@chinadaily.com.cn

(China Daily 11/24/2016 page13)