[News-Oxcart Network]
On December 16, the BMW Group held the "Home in China" theme annual meeting, in the future, the corporate strategy will be in line with China's development goals, and uphold the "China first" principle, give priority to the needs of the Chinese market in new product development, and further promote the electrification, digitalization and sustainable development strategy in the Chinese market.
In 2014, the BMW i series model was born, which has gone through nearly seven years, and the electric drive system has also developed to the fifth generation. After entering 2020, BMW's electrification strategy began to accelerate, and in less than two years, it achieved the delivery of the second 500,000 new energy vehicles.
On December 6, with the official delivery of a new BMW iX to the owner, BMW's electrification process once again stepped onto a new level: the cumulative delivery of new energy vehicles worldwide was 1 million.
According to the plan, BMW will continue to focus on increasing the sales share of pure electric vehicles. In 2023, BMW expects to have at least one pure electric vehicle in about 90% of the current market segment, and reach the peak of the electric product offensive in 2025, completing the delivery of a total of 2 million pure electric vehicles. In 2030, the cumulative delivery of pure electric vehicles will reach 10 million.
China, as the largest market of the BMW Group, has accounted for as much as one-third of the share, and at this annual meeting, BMW further reaffirmed the important position of the Chinese market.
In July 2018, BMW and Great Wall Motors formally signed a joint venture contract in Berlin, Germany, investing 5.1 billion yuan to establish Beam Automotive Co., Ltd. In October of the same year, BMW Brilliance announced an additional investment of 3 billion euros in Shenyang for the construction of BMW Brilliance's new plant in Shenyang Tiexi and the upgrading of BMW Brilliance's Dadong plant. All three projects will be completed and put into operation in 2022.
Peter, global finance director of BMW Group, told the media that since 2010, bmw brilliance alone has invested more than 73 billion yuan in the Shenyang production base, which is the largest production base of bmw group in the world.
According to the official introduction, in 2022, BMW will release 5 pure electric vehicles in the Chinese market, and usher in the opening of three new or upgraded new factories in Shenyang and Zhangjiagang, especially the latter's beam project is currently on the right track, and plant construction and product research and development are being promoted as scheduled. Shenyang will also put into production a second pure electric vehicle , the BMW 3 Series. By the end of 2023, BMW will offer about 13 pure electric models in the Chinese market, and in 2025, a quarter of BMW's sales in the Chinese market will be pure electric vehicles.
Specifically, BMW has divided the strategic upgrade of the Chinese market into a digital description of "12345".
"1" refers to the principle of "China first". This means that while maintaining strategic synergy with the world, the Chinese market will have sufficient independence to respond quickly to market changes, especially at the product concept stage, taking into account the expectations of Chinese customers. This move is also the embodiment of the BMW Group's "user co-creation" thinking.
"2" refers to both BMW and MINI brands that are rooted in China. In the Chinese market, in 2021, the BMW Group delivered a total of 669,600 BMW and MINI vehicles to Chinese users, an increase of 19.6% year-on-year, and the growth rate was much higher than that of the global market.
"3" refers to a firm transformation in the three directions of electrification, digitalization and sustainability. BMW will continue to enhance its comprehensive strength in the development, production and service of electric vehicles. In addition, BMW has built the largest R&D and digital system outside of Germany in China, with a team of more than 1,650 people, including around 600 software developers.
"4" refers to the four R&D and digital bases in Beijing, Shanghai, Shenyang and Nanjing. BMW's digital innovation in China has covered all related fields such as research and development, production, vehicle intelligence and digital services, and actively explores cooperation with Chinese technology companies, and has signed cooperation with more than 80 Chinese companies focusing on the digital content of vehicles and machines.
"5" refers to the five BMW pure electric models that will be presented to Chinese customers in 2022, including the innovative BMW iX, the innovative BMWWi4, the pure electric BMW 3 series models, and a pure electric flagship model.
In addition, in 2025, BMW will also release a "new generation" model with a completely redesigned IT and software architecture, a new generation of high-performance electric drive systems and batteries, and a new sustainable concept throughout the entire vehicle life cycle. In response to the "China First" criterion, the "New Generation" models will also put the specific needs of the Chinese market first in the development process.
Before the launch of the "new generation" model, BMW will continue to increase the speed of product launch. In 2022, BMW will focus on its first pure electric luxury flagship sedan BMW i7, according to BMW's product planning, large luxury cars will become the pyramid tip of the market segment, and its product design elements will gradually penetrate downward into other level models, and create a leapfrog level for low-level products. It can be said that the release of the BMW i7 will also be a new starting point for BMW to reshape luxury.
#写在最后
In the environment of chip supply shortage and repeated epidemics, the competition in the Chinese market is still becoming increasingly fierce, and OEMs need to quickly accumulate energy in the fields of intelligence, electrification, and digitalization to ensure that they are not abandoned by the torrent of the times. As a well-known international giant, the BMW Group has long been keenly aware of the cruel knockouts brought about by fierce competition.
From continuous product investment, to localization production and research and development, to marketing services, organization and management system construction, the perception of user travel needs has made this traditional car company rejuvenated. "Driving the development of the entire BMW Group in the world through China's success", it is clear that BMW has found its own upward path.