Automaker celebrating Year of the BMW X

German premium brand is optimistic on future expansion, success of SAV lineup

German premium carmaker BMW is celebrating its Year of the BMW X and the BMW X family's continuous success with the further expansion of its sport activity vehicle - or SAV - offerings in China.

Auto China 2018, currently taking place in Beijing, is hosting the world premiere of the newest member of the BMW X family, the all-new BMW X3, and the Asian premieres of the imported X2 and X4, together with the BMW Concept X7 iPerformance.

"This is a big year for our popular X models. I'm sure our X family will continue to be an important growth driver in the coming months," said Pieter Nota, BMW AG management board member responsible for sales and brand at BMW.

"The BMW X3 will see significantly increased availability in the second half of the year," he said.

With BMW introducing more new models and increasing the supply of the X3 in the second half of the year, the company said it is confident that this is the start of another record-making year.

"We are currently in the biggest model offensive in our company's history. With exciting new models like the BMW X2 and the BMW X3, together with the BMW X4 and other models coming later this year, I am sure that we will make 2018 another record year," Nota said.

Combining unrivaled driving pleasure and distinctive sporty styles, the BMW X family have seen continued achievements in the past two decades.

BMW launched in the SAV segment almost two decades ago, starting with the BMW X5 in 1999, with the X3 joining the BMW X family in 2003, followed by the X1, X6 and X4.

Since the first BMW X3 created the mid-sized SAV segment in 2003, BMW has recorded more than 1.5 million deliveries of the X3 across its two generations.

In the Chinese market, the imported BMW X5 remained a leader in the large-size segment last year. The locally produced long-wheelbase BMW X1 registered peak deliveries of more than 10,000 vehicles a month in 2017 and its annual sales volume rocketed 82 percent on 2016.

The Bavarian brand has attributed the achievements to nationwide experience activities, demonstrating the models' capability to conquer all weather and road conditions.

The exceptional BMW Destination X and Hood to Coast events, helped generate deeper bonds with Chinese customers, attracting 21,000 people who traveled over 1,800 kilometers to attend.

Jochen Goller, president and CEO of BMW Group Region China, said, "The success of BMW Destination X is attributable to our brand, the X models, and the customers and fans in China."

The experience events last year saw an excessive temperature difference of 51 degrees Celsius from summer to winter - with 29 C in Yinchuan, capital of the Ningxia Hui autonomous region in Northwest China, and -22 C in Yabuli in Heilongjiang province in Northeast China.

The events also covered A Hundred Thousand Mountains in South China, an adventure traversing jungles abundant in vegetation and animals, and trips in the uninhabited and boundless Tengger Desert in North China's Inner Mongolia autonomous region.

In 2017, Destination X joined hands with Hood to Coast, a long distance relay running race. The relay session attracted nearly 800 athletes running 176 km for 15 to 25 hours. The automaker has decided to continue the experience in 2018 and beyond.

Accompanied and supported by BMW SAVs, the runners bathed in the sunshine at Weihai Peak in Shandong province, or enjoyed the beauty and tranquility of nature in Eight Village Valley in Hainan province.

"We have been constantly striving to create great experiences for customers, including BMW Destination X, since 2006. Our customers are our motivation. We provide tailor-made programs to suit their passions and interests beyond driving pleasure," Goller said.

BMW Destination X is more than driving and running. It is a challenging, boundary-pushing journey designed to conquer extreme weather, to explore unknown territories, and finally to forge a once-in-a-lifetime experience.

The series of events are not only about the journey, but also about friendship, sharing, and unforgettable memories. A total of five BMW fans celebrated their birthday during 2017's Destination X, and all the fans were witnesses to a romantic story in 2006, as two members met during the maiden BMW event and later got married.

The story of Destination X has been unfolding for 11 years, since it grew from an "X" in 2006 with a simple yet insightful concept that "BMW is more than products, but also an emotional experience".

Looking ahead, BMW is continuously innovating and challenging itself with more creative events to boost the bond between the X family and Chinese customers.

Last winter, a BMW ski program with 10 courses launched. The Heat-up Guide to Skiing wrapped up at the site that is set to host the 2022 Winter Olympic Games in Zhangjiakou, Hebei province.

"With the new X2 and other new X models to be launched, particularly the locally produced X3, BMW X will be more attractive and successful. 2018 is to become the Year of BMW X," Goller said.

haoyan@chinadaily.com.cn

(China Daily 04/25/2018 page8)