Since 1977, the first generation of BMW 7 Series was born, until the release of the new generation of 7 Series, the importance of bmw 7 series to the BMW brand is beyond doubt, each renewal of the 7 series is a transcendent evolution, for design, innovation and power to establish a new standard, will be pure driving pleasure and comfortable riding enjoyment in one.
Recently, the new BMW 7 series was launched in Beijing, in order to accelerate the promotion of electrification strategy, and for the first time to show the world the innovative BMW i7, this flagship model is also the fifth pure electric product launched by the BMW Group in China.
President and CEO of the BMW Group greater China Mr. Gao Le
We had the opportunity to interview Mr. Gao Le, President and CEO of the BMW Group in Greater China, to learn about the new direction led by the new generation of BMW 7 Series.
【The interview is as follows】:
Q1: The changes of the new generation BMW7 series can be said to be very bold, and such a design can be described as amazing to the audience. For a flagship model like the BMW 7 Series, a very subversive and innovative design is used, how do you see what all this means to BMW?
Mr. Gao Le: As the flagship of the BMW brand, the flagship product design of the 7 series is extremely important, and the promotion effect on the brand will radiate to other models of the whole series. The highlights of innovative design, technology configuration, etc., will be popularized to other models later.
For example, the first iDrive, launched in 2001, was first equipped with the 7 Series, which was a very forward-looking design at the time, and then the iDrive sank into other models.
In addition, the flagship model will point the way for the entire BMW product family. For example, the new 7 Series uses a new large luxury car design language, such as split headlights, including the daytime running lights above, and there will be a narrower near and far light below, which is the front face feature of the new luxury large car, with high recognition. This design language, which was first introduced on the 7 Series, will continue to be used in other large luxury cars, such as the new X7 we'll see tonight.
This front-facing design will set the tone for BMW's vehicle design in this class. In the next few years, we will see the 7 Series and X7, 5 Series and X5, 3 Series and X3, and the visual recognition of different levels of models will continue to improve.
At the same time, the 7 Series as the flagship model is also a pioneer in the application of innovative technology, today we can see the first BMW suspension giant screen, supplemented by Bowers & Wilkins 4D Diamond Surround Sound System, to create a home theater effect, surround interactive light belt and hidden air conditioning outlet, but also the first application in the 7 Series, and then some of the design highlights will be applied to other models.
In addition, the BMW i7 will be one of the models in the large luxury car class that is suitable for both driving and riding, its design and aura are suitable, and this class BMW i7 has such a unique positioning.
Q2: Nowadays, China, as the largest single market for bmw 7 series, the average age of car owners is even less than 4 years old, and Chinese users who buy 7 series value the characteristics of the 7 series, and can enjoy both driving and guarantee riding. Since Chinese users are so young, and the 7 Series has changed a lot this time, has BMW done user research to make Chinese users accept this car faster?
Mr. Gao Le: China is not only the largest market for the 7 Series, but also a leader in the future of automotive design trends, the engineering development of the new 7 Series in Germany and the design inspired by China. For flagship products like the 7 Series, we have done a lot of research, both involving the survey of existing customers, but also inviting the owners of competing products in the design studio, where we have gathered a lot of feedback and demand.
By collecting a large amount of data, you can classify these car owners: the first type of car owners do not drive much, that is, hardcore cars, they have their special needs; the second type is more and more customers, sitting in the car when they go to work on weekdays, and want to experience the fun of self-driving on weekends. We can't design models to please everyone in everything, so we have to be selective in positioning.
It can be said that a perfect commercial car not only has a strong aura, but also has the feeling of driving, making people feel its arrival. In this way, the status and momentum that everyone needs can be well highlighted, and at the same time, it is full of driving pleasure, and the new BMW 7 Series can achieve this.
At the same time, it should be very innovative or progressive in science and technology. Some people may feel that the pace of progress of this car is a bit big and not low-key enough. We can't do too many things at the same time, and if we juggle too many things at the same time, we will fail.
For this product, it will happen that some people like to be innovative and dynamic, and these people will fall in love with the car at first sight; when the car is on the road for a few years, the slightly conservative people will gradually fall in love with it - so, all kinds of customers will fall in love with the 7 Series. I think, "7 series of love two waves"!
Q3: As a large luxury car with pure electricity, the i7 is an important step in the electrification layout, and still does not forget to emphasize bmw's driving pleasure. But when it comes to large luxury cars, it is often the CAR of the CEO and the big boss, and more emphasis is placed on the feeling of riding, for a pure electric product, how can the BMW i7 product be balanced between large luxury and driving pleasure?
Mr. Galler: The dynamics and acceleration of the i7 are breathtaking. The car is clearly both large and luxurious, while also having a racing-like driving pleasure. Although it is an electric car, you can quickly feel the sense of movement when you get started.
In the past, when everyone talked about bmw's positioning as "driving BMW", this is a cliché. And now it is about "driving a BMW and sitting on a BMW".
When we look at the i7, its space is very open, the material is also luxurious, and after sitting in it, it feels private, like the feeling of a cocoon, which many people did not expect. BMW is made of "pure driving pleasure", "the ultimate driving machine" and "sporty feeling".
And i7 tells everyone that all kinds of needs can be realized, including luxurious feelings, luxurious materials, sense of technology, sense of sport, all of which can amaze everyone, and the comfort after sitting in it will exceed the past. During the development of this car, special attention was paid to aspects that may not have been sufficiently convincing in the past.
Chinese luxury car customers are much younger than other countries, such as Germany and the United States luxury car owners have to drive away from 50 years old, while China's 40 years old is less than 40 years old. In this regard, technology plays an important role, which we call the charm of technology.
A lot of black technology is installed in this car, but it is also invisible technology, which is integrated into the materials used, not at a glance, and this pursuit can just adapt to the taste pursuit of Chinese car owners. They may have a successful career and a successful career, and they need a car to show their status, realize the need for aura, and also want to get a high-tech experience. The i7 can meet all the needs and cut to the taste preferences of Chinese car owners through this technical charm.
Q4: BMW recently released the BMW iX, and the i7 and iX are not the same, the iX is independent, and the i7 is sold in parallel than the 7 series, just like the i3 and 3 series that have been launched, the balance between the classic and the new technology needs to be balanced, how does BMW formulate the sales policy between fuel vehicles and electric vehicles?
Mr. Gao Le: Today, even in the face of high-speed electrification, no one is waiting to assert that at a certain point in time, all vehicles are electric vehicles. Even whether electric power will be the ultimate solution for human beings to drive energy is inconclusive.
Now in the transition period towards electrification, fuel vehicles will still have a large share and will not return to zero, and electric vehicles will also achieve a large share.
Therefore, in the period of energy transition, we also launched the new 7 Series and i7 models with different power drive forms, and this strategic layout is completely correct for BMW.
As for whether these two products will compete, we provide the perfect pure electric model, such as the i7, which has an endurance of more than 600 kilometers and is normal enough to drive, has a full set of digital solutions, and is a complete electric vehicle. The same is true of the i3, with an electric range of more than 500 km, other functional features fully equipped, and it is also a good model.
When we plan production, we will have a forward-looking, that is, how many electric vehicles account for and how many fuel vehicles will account for. If the sales situation of electric vehicles is very good, we can easily shift production capacity from fuel vehicles to electric vehicles. For example, the i3 produced by the Shenyang plant is now selling well, and it can also be adjusted accordingly from the output of other models, and BMW is now such a production strategy.
Q5: We have seen the classic model X5 achieve domestic production in China, so with the global debut of the i7, will we consider the localization of flagship electric models such as the i7 in China, and if there is such a plan, when is it expected?
Mr. Gao Le: Regarding the issue of local production, our strategy is also very clear, and production follows the market. Chinese car owners love the X5 very much, and its demand in China is very large.
For us, because there is such a huge market demand, the logical choice is to produce locally, so as to implement the strategy of production following the market.
When the specific implementation is implemented, we will adjust according to the needs of the Chinese market, and will not copy the design of the model in the Spartanburg plant, such as the configuration of the model will be extended and the comfort will be increased, so as to meet the needs of the Chinese market through customization and follow the Chinese market.
The size of the i7 model category in the Chinese market is still relatively small, and if it is dispersed to multiple factories for production, the efficiency will be relatively low. If there is a large enough demand on the Chinese side, we will consider producing it locally in China.
To sum up, BMW is a global enterprise, we have a balanced production layout in Shenyang, China, Germany, the United States, depending on the future market demand, will match the production strategy accordingly. At present, the domestic X5 in China is a logical choice, and the feedback received from Chinese customers can be said to be quite enthusiastic, exceeding the initial expectations.