Author | Guan Xuejun
Source | Car selection network
On April 20, the new BMW 7 Series made its global shock debut. After watching the new BMW 7 Series you will feel that Mercedes's "the best or nothing" seems to be given to BMW. Judging from BMW's recent performance in China, "the best" has gone beyond the scope of the product, and this should be the peak battle that Mr. Chiptzer is launching in the luxury car market with the Chinese market as a springboard.
Every time you look at the Mercedes-Benz S, BMW 7 Series, Audi A8 class of cars, you can always produce a sense of luxury that exceeds all cars. But when the BMW 7 Series debuted this time, the aura changed completely, and it felt like "luxury" was redefined. In fact, sitting in the car and tasting it, I feel that some things are very Chinese, such as Chinese definition of luxury seats, which has been 100% reflected in the BMW 7 Series. Another example is intelligence, BMW 7 Series is undoubtedly the leader in the BBA, especially in terms of artificial intelligence and enjoyment, BMW has left its opponents behind.
Chinese's pursuit of enjoyment is unlimited, and BMW has precisely grasped the most prominent feature of Chinese's inner needs, and the BMW 7 Series has taken the lead in equipping a new generation of rear entertainment system to fully meet the needs of Chinese upstarts for in-car entertainment. Among them, the BMW suspension giant screen is cleverly integrated into the top of the car, with a 31-inch ultra-wide 8K resolution display, supporting 32:9 panoramic playback mode. As part of the rear entertainment experience, the Bowers & Wilkins 4D Diamond Surround Sound System features 36 speakers, and the new BMW 7 Series is one of the most numerous models in its class segment. From any seat on the new BMW 7 Series, you'll be able to enjoy studio-level sound. This series of super enjoyable designs demonstrates BMW's deep understanding of China's high-end consumption, or rather, reflects Mr. Chiptzer's emphasis on the Chinese market.
The BMW 7 Series has many highlights to show off, but the most noteworthy thing is what Chiptzer is doing in China. Compared with Mercedes-Benz and Audi, Mr. Chiptzer's offensive in China is too active. The new BMW X5L landed in Shenyang production, not to mention, the luxury of bmw X5L makes it a leader in this market segment, Chinese consumers have not yet seen the car, blind orders have made BMW happy, which shows the accuracy and effectiveness of BMW's early dissemination. If all this is only at the product level, then BMW has increased its stake in BMW Brilliance in Shenyang, making it 100% of the company's voting rights, which is the fastest entry into the Chinese market among the three BBA companies. At present, mercedes-benz and Audi cannot be compared with Mr. Ziptzer in terms of product level or china strategy, at least the results we have seen are so. Youdao is "no permanent production and no perseverance", Mr. Chiptse increased his stake in BMW Brilliance and increased Great Wall Motors as a cooperation object for electric vehicles, all of which show bmw's strategic choice of moving its center of gravity east. The weight of Mercedes-Benz and Audi highlights the gap between bmw and BMW at the strategic level.
The reason why the BMW 7 series redefines luxury is that the designer fully grasps the definition of luxury by Chinese consumers, Chinese definition of luxury is not the same as the West, and the previous discourse on the word "luxury" comes entirely from the West, and today's BMW 7 series, BMW X5L definition of "luxury" is the product of the combination of Eastern and Western cultures, is the product of the combination of precision manufacturing technology and digitalization. Allowing BMW's designers to immerse themselves in understanding the Chinese market shows that Mr. Chiptse sees not only the potential of the Chinese market, but also the advantages of China in artificial intelligence and the opportunity of market change to achieve the strategic goal of surpassing competitors. Maybe Mercedes-Benz is still grinding teeth with Beiqi, maybe North and South Audi is still calculating who has defeated whom, and Chiptzer has ridden the dust.
If Chiptzer took "the best or nothing" at this point, what was left of Mercedes? If Audi still adheres to its "lamp factory" positioning, what is volkswagen's positioning? Standing in the context of the current international and domestic economies, from the perspective of brand competition and from the perspective of strategic planning, Mr. Chiptse's offensive in China can be imagined to see what kind of changes will take place in the pattern of the three BBA companies.
There is a way that luxury drives scientific and technological progress. We certainly believe that Mercedes and Audi will not sit still, and we also believe that BMW will continue to attack. We are watching how Mercedes-Benz and Audi surpass BMW, we are also watching how Mr. Chiptzer keeps BMW at an edge, and we are looking forward to automotive technology accelerating the pace of progress in the competition. To this end, we have selected Mr. Chiputzer, Chairman of the BMW Group, as the news person of the week for this issue.
(Image source: Internet)