BMW fully confident in growth potential of world's largest car market

German premium carmaker BMW showcased a series of its latest models and technologies at the China International Import Expo, which concluded in Shanghai on Sunday. Through its exhibits at the event, the company aimed to underline its confidence in the potential of the Chinese market and its commitment to reaching the world through China.

"China is not only our largest market in the world but also a leader in innovation," said Jochen Goller, president and CEO of BMW Group China. "It is thus a country of strategic priority for us. We're committed to fulfilling our vision of 'in China, for China and for the world.'

"Through our 2+4 strategy as well as our R&D competencies, we would like to offer easier and more enjoyable mobility experiences for our customers in China," he added.

The number 2 in its strategy stands for its two brands, BMW and MINI, while 4 simply refers to driving innovation within the fields of ACES.

The acronym ACES, part of BMW's global strategy, stands for "autonomous, connected, electrified and shared", according to the company.

BMW's exhibits at the expo, the company's second year participating in the event, showcased the carmaker's latest fruits in these aspects.

Electrified vehicles, the i3 and the i8 Roadster, and luxury products ranging from the X7 to the 8 Series Coupe were in the spotlight.

More eye-catching were its cutting-edge technologies. BMW said its autonomous driving test vehicle at the expo had just came off from the test field in Shanghai.

In September, BMW was the first international carmaker to win a license to conduct field operational tests of such vehicles in the city. The carmaker has more than 100 engineers in China dedicated to autonomous driving.

The carmaker said Level 2, or momentary hands-off, functions are already available in many of its models including the all-new 3 Series. Level 3, or eyes-off, functions will be offered along with the production of the BMW iNEXT in 2021.

The "XC Interface" shown at the expo gave visitors a glimpse into future in-car experience.

Featuring augmented reality, it boasts an enhanced panorama head-up display that allows users to access information or digital services with simple gestures.

BMW said it was inspired by Chinese customers' demands and designed by its R&D engineers in Shanghai.

"For us, China is not simply a consumer market, but also an important source of innovation and a key hub of the industrial value chain," Goller said.

Besides Shanghai, BMW also has R&D teams in Beijing and Shenyang, Liaoning province, which has made China home of the carmaker's largest R&D network outside of Germany.

It has also partnered with a number of local Chinese tech giants including Tencent, NavInfo and China Unicom in terms of data platforms, high-definition mapping and 5G technology.

"China is a key driver for innovation and digitalization and a leading player in high tech and innovation. Many new technologies to be integrated into future vehicles will be found here," Goller said.

China is gaining in importance in production as well. BMW's new pure electric iX3 model will begin production from 2020 in the company's joint venture BMW Brilliance in Shenyang.

Last year, BMW extended the joint venture's contract and pledged an investment of more than 3 billion euros in coming years.

"This iX3 is a key part of our global push into electric vehicles," Goller said. "We will produce the iX3 not just for China, but for sale all over the world."

BMW expects 55 percent of its cars in China to be electrified by 2030.

The company was the best-selling carmaker of premium new energy vehicles in 2018. It plans to introduce 25 electrified models by 2023.

Besides BMW Brilliance, who is to produce the first electric car in 2020, its joint venture with Great Wall Motors will localize electric MINI-branded vehicles in the country as well.

BMW is speeding up its efforts to introduce a diverse mix of models to better meet the demands of local customers in China, which are just 35 years old on average.

This year it is in the midst of the company's strongest product offensive ever in the country.

"We are rolling out 25 new products in 2019 with a new distinctive design for the young generation of Chinese customers," Goller said.

In the first 10 months, the company delivered more than 587,000 vehicles in China, topping the list of premium brands available in the country.

Looking forward, BMW said China's high-level opening-up is reinforcing its confidence to further grow with the country.

"The BMW Group has benefited a lot from China's opening-up. We have grown from a 5-person regional office to a 22,000-employee stronghold," Goller said.

"China's pledge to greater opening-up encourages the BMW Group to further commit itself to the Chinese market."

(China Daily 11/11/2019 page18)