Introduction: In the era of electrification and intelligence, BMW's inherent brand advantages and price system are suffering an unprecedented impact; the same night release, BMW prices continue to decline, million-level king X5 entry is only 60w, corresponding to the domestic electric vehicle upstart Gaohe, the brand premium will be raised to a new height of more than 100w!
Thirty years east of the river, thirty years west of the river.
In the era of industrial change with electrification and intelligence as the core, even traditional luxury car brands such as BMW have to learn to put down their bodies and lower their "noble" heads in the face of the reality of bone feeling.
On the evening of March 31, the day before April Fool's Day, a variety of new cars in the automotive circle were listed on the market.
The domestic BMW X5 is listed
Among them, leaving aside the very "Volkswagen" SAIC Volkswagen Lingdu L, the author thinks that the two most representative brand conferences are bmw and Gaohe Automobile.
One is from Germany's old car companies and traditional haoqiang, the other is from China's electric vehicle upstarts and new forces, the contrast and ornamentation should not be too strong!
BMW side, two cars at the same time, the fuel vehicle field sacrificed its new flagship of the domestic SUV - the new domestic BMW X5, the new energy field synchronously launched the fuel version of the BMW 3 series, "oil to electricity" from the electric version of the i3;
On the other side of Gaohe Automobile, Ding Lei, a car veteran with multiple backgrounds and a motto of "defeating oneself in the last second", has always pretended to be b-indexed to everyone Amway, how he personally and his leaders of Gaohe Automobile like to create and yearn for higher.
Of course, Gaohe's spring conference also brought a "fierce goods", positioning a new concept car with more than one million - Gaohe HiPhi Z GT.
Ding Lei also said without modesty that after the hiPhi X, which broke the ceiling of the price of domestically produced electric vehicles, HiPhi Z GT will become the only domestic mass-produced electric vehicle product of more than one million yuan!
As the saying goes, there is no harm without contrast.
In the past, the "million-level" luxury car BMW X5, which has always been imported into China, in order to continue to maintain its advantage as much as possible in the fierce market competition, various "lengthening and matching" to meet the increasingly critical eyes and needs of Chinese consumers, not to mention, even directly lowered the starting price to a new low of 60w.
Not to mention the pricing of the electric version of the i3, BMW is completely without the arrogance of the past, more than 500 kilometers of comprehensive endurance + the first introduction of adaptive air rear suspension, BMW actually only sold 349,900 yuan.
Note that here I do not want to emphasize BMW's new launch, these two very representative "fist-type" products, the price itself is how close to the people, how prominent the cost performance;
But compared with BMW's long-term "high" posture and "huge profit" pricing system in the Chinese market for a long time, today's BMW is indeed "low" too much!
It's not scientific, it's not BMW.
Domestic brand new BMW i3
Referring to the pricing specifications and systems of the past BMW, on this basis, it is reasonable to "increase" the price by 108,000.
You see, Tesla does not say, the new domestic forces in the Weilai, Xiaopeng, ideals, have been concentrated in the brand premium to 30, 400,000 or even higher levels.
In fact, the Weilai ET5, which may form a direct competitive relationship with the BMW i3, is sold at a low price of 328,000 yuan, the high allocation is directly 386,000, and the higher level OF7, the price system is raised to more than 400,000.
Correspondingly, the Zhiji L7, which was also sold a few days ago, the brand premium also directly started from more than 400,000.
Not to mention the same night as the BMW i3 - Gaohe HiPhi Z GT, people have not yet released to tell everyone, "I am running to the higher market of more than 100w"...
What does it feel like?
Obviously, in the era of electrification and intelligence, BMW's huge aura and brand premium of traditional strength have failed.
It is no exaggeration to say that BMW will become more and more powerless, after all, in the eyes of the young generation of Chinese consumers who are increasingly acting as the main force in car purchase, what BBA, BMW, fathers and grandfathers recognize you, "Why does Lao Tzu continue to recognize you"?
Just as smartphones subvert traditional function phones, times have changed, and standards and rules have changed.
Therefore, no matter how brilliant Wagyu B you have been in the past, in the context of the great changes in the industry in the new era, once your product itself cannot keep up with the pace of the times, lags behind in the competition, and is abandoned by the times and consumers, it is not unusual at all.
Nokia is like this, BMW is also likely to be so. Except for a very small number of lucky people who can actively transform and quickly complete the elephant turnaround.
The problem is that since around 2011, with the premature death of the "i series" represented by i3 and i8 as classics, BMW has missed the best window and "golden" period for electrification transformation.
In fact, after Rescheff, from Kruger to Chiptzer, in dealing with the electrification transformation, these professional managers and traders of BMW are all in an embarrassing situation of looking ahead and "dilemma".
Chiptzer, global CEO of the BMW Group
We are not talking about the BMW Barbie Q in the era of electrification, but as far as the facts are concerned, the existing brand advantages and premium system of BMW in the new era are accelerating the collapse!
This is due to the shackles of the system, and it is also an inevitable trend of history.