On the evening of December 16, BMW held an online annual meeting with the theme of "Home in China". Not only is the theme very "emotional", but even the word used by the boss to send blessings is "we".
Dr. Peter, Global Finance Director of the BMW Group, also said, "The BMW Group will firmly walk with China. He also stressed that the launch of five electric vehicles next year will further enhance China's status as one of the three major new energy vehicle production bases in the world by the BMW Group.
Considering that China is already the world's largest market for the BMW Group, it is natural that BMW will further propose a "China first" strategy. But the series of "confessions" of the big guys are really a little embarrassing to watch.
What does the Chinese market really mean to BMW? How exactly will 2022 change? President Yung will give you an analysis.
(1) X5 is about to be domestically produced, 26 new products are on the market, BMW showdown 2022?
Among the domestic luxury brands, BMW has actually been a very special existence. Although it is operated in the form of joint ventures like Mercedes-Benz and Audi, when it comes to technology investment in the Chinese market, BMW has been far more than the other two.
First of all, four words, "Tiexi Factory". It is not uncommon for joint venture car companies to build high-standard factories in China, after all, the ability of Chinese people to do things has always been outstanding, but to build a factory automobile manufacturing plant into a 4A-level scenic spot, and has become a successful example of "industrial tourism" projects, the Tiexi factory is a unique one in China. I still remember the first time the president visited the Tiexi Factory, watched it turn the main office building into a display space with the strongest artistic atmosphere, and watched the "colored" conveyor belt send the colorful body from the painting workshop to the final assembly workshop, and I was also deeply shocked.
In addition to occupying a leading role in design and manufacturing, BMW also firmly controls the domestic sales and financial system, which can be said to be the most in-depth luxury brand integrated into China, and the materials and quality of domestic BMW are also recognized as the closest to imported quality.
2022 is also a very important year for BMW, because China is sure to remove the joint venture share limit at the beginning of this year, and BMW has decided to jump out of the 50-50 "share ratio template" to increase the share ratio of domestic joint venture companies to 75%.
At the same time, BMW will also bring a "big gift package", that is, to promote the domestic production of BMW X5. According to the latest issue of the Ministry of Industry and Information Technology's declaration information, the domestic version of the BMW X5 has completed the declaration, the performance has been slightly improved, the 3.0T engine has also completed the declaration, and the body has been further enlarged. Considering that the domestic version of the BMW X5 will have a price drop of 100,000-150,000 yuan, coupled with more space, it will almost certainly kill in the C-class luxury SUV market.
In fact, BMW has defined 2022 as a flagship model and a pure electric product year, and in 2022, BMW Group will launch 26 new products in China, whether it is a market action or a forward-looking layout, BMW has been far at the forefront of luxury brands. If bmw in the previous decade was catching up with the first Audi and the strong Mercedes,000, in the next decade, BMW may be leading the way.
(2) Vigorously promote electrification, BMW "play real"
BMW's "China First" strategy is to be based on global strategic synergy while maintaining sufficient independence to respond quickly to market changes. In fact, most luxury brands' attitude towards electrification is "yang and yin", after all, their fuel sequence is too profitable. But BMW took the lead in choosing the "revolution", which really needs a lot of determination.
The iX3 is a prime example, with BMW selling 20,000 units in its first full year on the market in 2021, with a premium far less than the X3. Especially in this case like this year, the epidemic is short of cores, most car companies will choose to first ensure a higher premium fuel model, BMW iX3 is still in sales.
This is the characteristic of BMW's work, just like it was able to build a Tiexi factory with an automation rate of more than 95% ten years ago, once it is determined, it will insist on doing it, even if it is obviously "loss" in the short term.
At the just-concluded Guangzhou International Auto Show, BMW officially launched a new electric flagship SUV BMW iX. The new car has been equipped with the latest "smart lightweight" design, the aluminum frame body structure is supplemented by high-strength steel and carbon fiber reinforced composite materials, so that its body is light, "rigid" and stable, so as to have a unique handling sensitivity.
The new car has used the fifth generation of eDrive electric drive system, 0-100km/h acceleration can be done within 5 seconds, such a large car comprehensive endurance of 630km, and support 200kW fast charging, can be completed in 40 minutes from 10% -80% of the power replenishment. Of course, there is also a configuration such as the front and rear dual-axis adaptive air suspension, which makes it more stable at high speed and better in passability.
The iX is just the beginning, followed by the innovative BMW i4, the upcoming all-electric BMW 3 Series, and the still-secret all-electric flagship model. It has been determined that by the end of 2023, the BMW Group will have 13 pure electric products in the Chinese market, which is obviously far ahead of the curve.
When other car companies are still hesitating in "playing" or "not playing", BMW has long been plunged into the electric track. Just like it released its sub-brand BMW i a decade ago, it will always be ahead of the market.
(3) Establish the largest R&D and digital team of the same level in China
In order to promote digital innovation, the BMW Group has also set up the largest R&D and digital system outside of Germany in China, with a team of more than 1650 people and more than 600 software developers alone.
BMW Brilliance's digital factory has been completed, and next-generation production technologies such as big data and artificial intelligence have been widely put into use, and it has also taken the lead in achieving full coverage of 5G networks. Moreover, BMW has gradually established and started the solar photovoltaic system inside the factory since 2018, and the transaction volume ranks first in the country in the green electricity trading pilot project, and is committed to creating a real green factory.
As one of the most successful fuel vehicle companies, BMW is one of the staunch supporters of the Paris Agreement's 1.5-degree temperature control target, and it has proposed to reduce bicycle carbon emissions by 40% and reduce carbon emissions by 200 million tons by 2030 compared with 2019. When other car companies stay on the lips, big brothers like BMW have begun to really do it.
This seems to be the biggest feature of BMW, it is never satisfied with being a "follower", but to be a leader anytime and anywhere. In the fuel era, everyone is engaged in 2.0T turbocharged engines, BMW's B48 2.0T came out, everyone shut up.
There are not so many fancy intake, exhaust, and compressor technology, that is, it is equipped with a first-class electric turbocharger to ensure air intake, with an ultra-high pressure fuel system to ensure oil supply, and then with first-class processing and assembly technology, and then the most direct power output is obtained. Other car companies have learned for so many years, and they have begun to ban burning and have not caught up.
Then there is the gearbox matching, when everyone is engaged in various 9AT, 10AT, BMW insists that 8AT is enough, it can completely achieve low fuel consumption and strong power output, and do so many bells and whistles. The same 8AT with ZF, none of them have reached the level of BMW. Looking at these years, have anyone mentioned those gimmicks?
In fact, in the era of electrification, it is the same, to put it bluntly, whether it is to build fuel vehicles or electric vehicles, the most feared is the word "serious".
With iX and i4 as the starting point, BMW has caught up with the new forces in various parameters, and its control feelings and adjustments are far beyond, after all, the electric drive system has developed to the fifth generation, and it is only a matter of time before it is time to regain the lead, and maybe next year will come.
(4) Summary of the president
Although it is said that today's automobile market is changing rapidly, the voice of BMW is orderly and confident, which stems from its successful operation in the past hundred years, on the other hand, it is also its own technical accumulation in the fields of design and manufacturing.
There is also the deepening of BMW's "home in China" strategy, perhaps more fun cars will come in, everyone is looking forward to it?