Editor-in-Chief | Zhong Kun
Author | Qin Yiyong
Edit | Chen Shuhao
Reports from car hoist circles
Seeing BMW's 2022 "New Year's Speech" for the Chinese market, I felt a lot of emotions in my heart, but I was speechless for a while. In particular, the BMW Group has upgraded the "China as home" to china strategy and expressed its firm commitment to its counterparts with China. I know that the gospel that belongs to Chinese consumers is coming. Whether you are a big fan of BMW or not, BMW's next moves are enough to make people excited.
"China First"
BMW's big wave of benefits is already on the way
On December 16, 2021, BMW held the 2022 "New Year Online Annual Meeting" and described the company's Strategic Upgrade in China with the emotional theme of "Home in China".
Among them, BMW presents us with several simple and meaningful numbers, which are particularly worthy of key interpretation:
Number "1": "China First" principle;
Digital "2": both BMW and MINI brands must be rooted in China;
Digital "3": a firm transformation in the three directions of electrification, digitalization and sustainability;
Digital "4": four R&D and digital bases in Beijing, Shanghai, Shenyang and Nanjing;
Digital "5": In the upcoming 2022, 5 BMW pure electric models will be presented to Chinese customers;
Digital "2025": A newly architected, all-electric platform called "New Generation" will be launched in 2025;
Figures "1.5" and "200 million": Firmly support the 1.5-degree temperature control target set out in the Paris Agreement; by 2030, the average bicycle life cycle carbon emissions will be reduced by 40% compared with 2019, reducing carbon emissions by 200 million tons.
Is there a sense of satisfaction that is particularly valued and respected? But BMW surprises us go far beyond that.
In BMW's thousands of words of New Year's speech, the four words "China First" are particularly eye-catching. This not only means that BMW will align its corporate strategy with China's development goals in the new 2022 and the next development process, but also give priority to the needs of the Chinese market in new product development, and "fully consider the expectations of Chinese customers at the product concept stage".
Especially in the process of electrification transformation, BMW will continue to deepen the "China first" strategy.
"China has become a global leader in electric vehicles and a key driver of digitalization. ...... In the BMW Group's transformation to electrification, digitalization and sustainability, China is the best choice and partner. As Dr. Peter, a director of the BMW Group and in charge of China affairs, said, BMW attaches great importance to the Chinese market, which is true in the era of fuel vehicles and the era of electrification.
To this end, BMW will open three new or upgraded plants in Shenyang and Zhangjiagang in 2022, and put into production the second BMW pure electric vehicle in Shenyang, the pure electric 3 series, further enhancing China's position as one of the three major new energy vehicle production bases in the world by the BMW Group. In addition, the bmw iX, the innovative BMW i4, and the pure electric flagship BMW i7 will also be unveiled in 2022. By the end of 2023, BMW will offer around 13 pure electric products in the Chinese market. By 2025, 1/4 of BMW's sales in the Chinese market will be pure electric vehicles.
It is worth mentioning that as a pioneer in BMW's electrification transformation, the BMW iX3 is expected to sell 20,000 units in the first full sales year of 2021. This proves BMW's strong technical prowess. With the arrival of a series of new models of pure electricity, BMW, which is fully electrified, will be more worth looking forward to.
"Home in China"
Develop together with Chinese society
However, what really impressed the author was not "China first" or "Chinese consumer priority", but BMW's treatment of China as another "home" and integration into the tide of Innovation and Green Development in China. With the boldness and vision of a world's top automobile brand, it assumes the responsibility of sharing honor and disgrace in the development of the Chinese market, and firmly supports the sustainable development of China's economy, society and environment.
BMW Brilliance Shenyang Base, one of the largest factories in the country and the largest taxpayer in Shenyang, has paid 38 billion yuan in total tax payments in 2020 alone, making an important contribution to the development of Shenyang.
More important than the numbers, BMW Brilliance closely bundles its own prosperity with the development of society, gives back to the market with more actions, assumes the responsibility of the enterprise, and achieves sustainable development together.
In addition to electrifying itself as an important way to achieve carbon neutrality, BMW is also implementing "carbon emission reduction" throughout the life cycle of the car – from supply chain, production, use to recycling. Firmly support the 1.5-degree temperature control target proposed by the Paris Agreement, and propose to reduce the average life cycle carbon emissions of bicycles by 40% compared with 2019 by 2030, reducing carbon emissions by 200 million tons.
In addition, there are the "BMW Beautiful Home Action" focusing on the Liaohekou National Nature Reserve, the "BMW Children's Delight Home" focusing on left-behind children, the "BMW Chinese Cultural Tour" for the protection of intangible cultural heritage, and so on. To this end, BMW was awarded the "2020 Enterprise Best Practice Award for Achieving the Sustainable Development Goals" by the United Nations Global Compact China Network, ranked first in the "Green Development Index of Automotive Enterprises" in 2021, and won the honor of "National Green Demonstration Factory" for the fourth consecutive year.
As BMW itself says: no sustainability, no luxury. This is also what we often say: this is what a responsible car company should look like.
This may be the reason why more and more Chinese consumers like and choose BMW.
At last
A little thought from the author
It is difficult for those who lift alone to rise, and it is easy for those who walk in the crowd.
This sentence originated from "Qing Weiyuan's "Silent Yao Zhi Chapter VIII", and is also a classic quoted by Dr. Peter in this New Year's speech, which makes us realize that BMW, which has been rooted in the Chinese market for 19 years, needs the Chinese market more than ever.
Because, in this world, there is no victory for one person, only the common goal of a group of people.
Especially in the past two years, the automotive industry and even all walks of life around the world are in the "great changes that have not occurred in a hundred years". Experience all kinds of difficulties and challenges. However, the unity and progress shown by Chinese people has not only changed ourselves, but also won the recognition of countless joint ventures in China. BMW, just one of them.
As a multinational enterprise with a global presence, they can feel the changes in the world and the indomitable resilience and development prospects of the Chinese market in the process of complex changes.
And all of this is the result of the joint efforts and influence of each and every one of us.
If you bloom, the breeze will come.
In other words, we ourselves are becoming stronger and stronger, and corresponding to this is gaining the respect of more and more powerful people.
In the course of 19 years of development in China, BMW has gained the trust of more than 6 million Chinese car owners, and by the third quarter of 2021, one for every three cars of the BMW Group has been delivered to Chinese customers. China is the BMW Group's largest market.
This also proves the success of the BMW brand and the strength of BMW products.
Finally, dr. Peter is quoted as saying: "Collaboration is the key to moving towards a common goal." "BMW and the Chinese market and Chinese consumers are attracted to each other and need each other, and common development will also turn a new page."
Hulu man's point of view:
In BMW's New Year's address, we see only "better development" and "more responsibility".
We believe that both the Chinese luxury car market and the world luxury car market will be different because of the existence of BMW. Especially in the Chinese market, BMW is really changing the pattern of this industry with actions and leading the development of the times.
Rooted in China, giving back to China, accompanying China, we need a BMW like this, and we are more happy to see a better BMW.
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