BMW Brilliance new CEO steers growth

Birgit Boehm, the new chief executive officer of BMW Brilliance Automotive, is charting a course for the company in China that reflects the essence of the martial arts she practices, from kung fu to tai chi.

In her eyes, martial arts are "a reflection of Chinese philosophy: balance, resilience, discipline and perseverance", and these are exactly the qualities that BMW demonstrates in the world's most dynamic and fiercely competitive auto market.

Boehm's avid interest in China stems from her first private trip to China in 2001, where she was struck by the country's variety and its people's hospitality and warmth that she believes is rooted in China's deep philosophy, culture, and long history.

Over the past two decades, she visited China for both travel and business while serving as BMW's corporate treasurer, but did not "really live in the country" until taking the helm of the company's joint venture three months ago.

While exploring and enjoying new cuisines and trendy art galleries with her family in Beijing, Boehm is also gaining first-hand exposure to the intense competition of the Chinese auto market, BMW's largest worldwide.

Boehm said there is nothing like it in her three decades of experience in the auto industry across Europe and the United States: the customers are much younger, open to new things, and more tech-savvy, while domestic rivals roll out models with new features at an impressive speed.

"There is fierce competition right now in the Chinese market — we have to acknowledge it — quite a challenging time for the auto industry," she said.

Still, Boehm remains confident in the prospects of the century-old company in the country.

"But if you think about BMW, we have a long history and key strengths. Those are for sure our brand, our technological openness, our global footprint — all of that together give us the flexibility and resilience to cope with the challenging market situation."

BMW has built its largest R&D network in China outside Germany and is one of the first global carmakers to work with local Chinese technology partners, from Alibaba and Huawei to Momenta and DeepSeek.

Its upcoming China-built Neue Klasse iX3 will be the first model to feature an intelligent-driving system developed with local autonomous-driving firm Momenta — a milestone in BMW's adaptation to China's rapid innovation cycle.

Unlike some competitors, the carmaker refuses to rush such technologies to market; every new system must undergo millions of kilometers in simulation and road tests to meet BMW's stringent safety standards.

Boehm was unequivocal that collaboration is a strength but never at the expense of BMW's identity.

"BMW has always remained true to its core brand values: sheer driving pleasure, safety, reliability and high quality. We stay true to that core no matter where we are or how we have to adjust to changing market environments," she said.

Currently, the intelligent driving solutions tailored for the Chinese market are undergoing virtual testing at the group's largest driving simulation center, where diverse and challenging scenarios are recreated to enhance evaluation efficiency.

Extensive vehicle tests have been launched across multiple Chinese cities, covering high-frequency scenarios such as heavy traffic and non-conventional road conditions.

The China-specific BMW iX3, set to launch in 2026, will feature both Momenta's smart driving solutions and BMW's own "in-house" innovations — from the Heart of Joy and Gen6 eDrive to the new Panoramic iDrive.

The Heart of Joy integrates core functions — powertrain, braking, regenerative braking, and steering — into a single central control unit.

It enables the Neue Klasse BMW iX3 to detect driver intent within 1 millisecond and respond instantly, ensuring its driving pleasure.

Its innovative Gen6 battery features a unique 4695 large cylindrical cell (46 mm x 95 mm), boosting energy density by up to 20 percent over its predecessor, and thus enabling the China-made BMW iX3 to achieve a CLTC range of over 900 kilometers. This deep integration of Chinese innovation and German engineering is shaping the Neue Klasse iX3 into a vehicle that remains unmistakably BMW, while speaking directly to the expectations of China's young, tech-forward buyers.

"I think one of the best strengths in BMW is the capability of system integration. It is an art; we have the capability as a company because we've proven it for many years to be able to integrate those different systems into one really great and excellent product. That's part of the know-how of BMW, and I think really stands for many years of experience," said Boehm.

The company's commitment to its core is also on display at its booth at Auto Guangzhou.

Though NEVs are dominating headlines in the current auto industry, BMW continues to showcase flagship gasoline models such as the 2026 Model Year BMW X5 and the new BMW M3 Touring, alongside its EVs and electrification technologies.

The X family has been a cornerstone of the BMW brand. Since the launch of the first BMW X5 in 1999, which pioneered the Sports Activity Vehicle segment, BMW has become one of the leading premium automakers with the most comprehensive and diverse lineup.

In the new BMW X5, the Advanced Driving Assistant System Pro is becoming standard across the range, offering intuitive, reliable, and real-world-ready support for daily driving.

Luxury comfort features have been significantly enhanced with front seat ventilation, comfort seats, and rear seat heating, delivering warmth and refinement. A 21-inch wheel set is standard across all variants, complemented by a Harman Kardon sound system and a Head-Up Display.

Another highlight is the new BMW M3 Touring, which is the first M high-performance Touring model introduced to the Chinese market.

A dream car for Bimmers, the model that blends racetrack DNA with everyday versatility has at its heart an engineering masterpiece: the acclaimed 3.0-liter inline-six twin-turbo engine, delivering 390 kilowatts and accelerating from 0 to 100 km per hour in just 3.6 seconds.

Engineered for precision, the M3 Touring comes standard with the M xDrive all-wheel drive system and an Active M Differential for superior traction.

In the first three quarters of this year, BMW M demonstrated strong growth in China, with sales climbing over 25 percent year-on-year and outpacing the high-performance vehicle segment.

When asked about the shape of future competition in the automotive sector, Boehm said BMW's century-long experience of navigating industry transitions has given the company resilience and perspective. At the core of that perspective, she stressed, is responsibility.

"There are always going to be cycles in the auto industry. There are always new players bringing up new ideas, new technology, new solutions. With AI evolving, so many new opportunities come up. It is just a matter of how you deal with them in a responsible way."

That principle, she added, applies especially to emerging technologies — including artificial intelligence — which she acknowledged will play a greater role in the vehicle of the future, but always within BMW's guardrails.

"For example, if we start introducing more AI into the car, we will make sure we govern that properly. We understand what that technology does to the vehicle, and that it is safe, and that we can keep our promise, our grand promise as we have done for the last 100 years."

BMW's edge, she suggested, will not come from being the loudest or the fastest, but from being the most disciplined, the most trusted and the most consistent — delivering on what she called the brand's non-negotiable promises: safety, high quality, and driving pleasure.