Text/Yang Zheng
BMW is new. I also got two models in one go.
The same is the "ALL NEW" product that represents the german car replacement action, the difference is the first time to achieve the domestic large SUV X5 and pure electric medium-sized sedan i3, one is the classic luxury SUV that old money is fascinated by, and the other is a new upstart who represents innovation and future technology, who said that a brand can not take into account both directions?
BMW doesn't fight, but opponents will be in pain
In the martial arts world, "left and right fighting" is a very powerful move, which means that you can play two moves at the same time and hit two opponents at the same time.
BMW is a good boy and does not fight, but the power of these "two fists" is visible to people. The new domestic X5L will help BMW lock in the dominant position of luxury medium and large cars; the i3, which arrives in the name of electric and 3 series, will take BMW into the battlefield where electric and sports are intertwined.
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Let's start with the X5L.
This is a new car that is highly anticipated. In the first few years of the Chinese automotive market to flourish, the BMW X5, as one of the first luxury large SUVs to enter the Chinese market, contracted countless elite Dream Cars. From the distinguished customers of Oriental Plaza to more and more middle-class members, the impressive results have made Gao Xiang, senior vice president of marketing of BMW Brilliance Automobile Co., Ltd., full of confidence: "Bmw X5 is the dream car of many customers, and in 2021 alone, the imported version of BMW X5 will win the favor of more than 50,000 customers in the Chinese market." ”
The domestic X5L once again put BMW at the forefront of the industry
It can be said that from the current market situation, the domestic X5L has almost no opponents.
Yes, it is the price advantage after domestic production.
Perhaps consumers of luxury large SUVs are not very sensitive to price, but the significance of the X5L of 600,000 yuan is not only cheaper than its competitors, but also cuts the threshold of this market segment by a large margin.
It can be expected that some consumers will upgrade their car purchase needs and become exclusive customers of X5L. What's more, it is already nearly 100,000 yuan lower than "that old rival". For consumers who are wavering, the impact of this difference is considerable.
For consumers who are really not bad money, the domestic X5L can respond to the needs of Chinese consumers at a faster speed, such as making the wheelbase 3105mm, installing exclusive comfortable seats, increasing the backrest inclination angle of the rear row and so on. Let consumers be happy, but are you worried that the car is not easy to sell?
The world of the rich is simple
The old rivals have no signs of domestic production, and the price will be X5L natural moat, and the configuration will be X5L's sharp siege hammer.
Who's going to try it?
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The domestic X5L alone is enough to attract everyone's attention, but BMW actually has another move. It's like one trick on this side is already overwhelming, and the sunflower point acupuncture hand on the other side has been hit between the electric light and flint.
Accidental? Not necessarily. I heard that before the press conference on March 31, some netizens found the shadow of the new BMW i3 from the corner of the BMW poster.
Some people say that the eyes of netizens are really good.
I said, this is the power of expectation. People have waited too long for BMW's electric sports cars.
New i3 "In the Name of the 3 Series"
Remember that when the Tesla Model 3 first arrived, many media, including Beiqing Automobile, were more willing to compare it with the luxury sports cars represented by the BMW 3 Series.
However, the BMW at that time must have been quite uneven. My 3 series has dominated the world for so many years, and you so-and-so will sit on an equal footing with me when you come?
Now there's the brand new i3. This pure electric sports car that came to the Chinese market in the name of the 3 series, the official statement is "to fill the gap in the luxury pure electric medium-sized sports car segment", the line behind it is: "I am not aimed at anyone, I mean, all of you here are not luxury pure electric medium-sized sports cars."
Ten thousand words are omitted below...
Simply put, the goal of the new i3 is to build the BMW 3 Series in pure electric vehicles based on its world's largest single market.
So BMW is not satisfied with supplying the fifth-generation eDrive electric drive system to the new i3. BMW has taken out a large number of advanced chassis technologies it has accumulated: HRS hydraulic rebound shock absorption technology, rear axle adaptive air suspension, ARB anti-slip stabilization control unit... On the highly versatile CLAR architecture, BMW is struggling to express its understanding of electric drives and controls.
Let a luxury large SUV and a medium-sized sports sedan share the stage, in the words of Wei Lande, president and CEO of BMW Brilliance, is BMW's adherence to "luxury and sports"; and this left-right mutual competition, the reason why it is staged in China, in the words of Gao Xiang, senior vice president of MARKETING at BMW Brilliance, is to summarize the "insight and thinking of Chinese consumer needs".