As one of the three giants of luxury brands, the imported BMW X5 sales have been ahead of competitors. Now in order to better open the Chinese market, following the BMW X3, BMW has localized the BMW X5, which is also the first time that the luxury brand models of this level have been domestically produced, and BMW has also become the most extensive car brand in China. In addition to continuing the excellent quality of the imported BMW X5, the domestic BMW X5 has also lengthened the wheelbase, in addition to adding a lot of exclusive configurations for the Chinese market, which can be said to fully meet the needs of domestic consumers. So what is its comprehensive strength? Is it true that you can't find an opponent at the same level? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
After the domestic BMW X5 was launched, a total of 4 models were launched, with a price range of 60.50-775,000 yuan, compared with the imported version of the model, the starting price of the DOMESTIC BMW X5 was reduced by 94,900 yuan. After taking the lead in completing domestic production, the BMW X5 has a clear advantage in facing old rivals Mercedes-Benz GLE and Audi Q7. In addition, in addition to the price reduction, the domestic BMW X5 has made corresponding optimizations for the Chinese market.
In terms of design, the domestic BMW X5 still continues the classic body proportions of the imported BMW X5, but in many details, it has been designed to be closer to the aesthetics of Chinese consumers. One of the biggest changes is that the wheelbase has been lengthened, and the longest wheelbase of the same class of 3105mm makes the momentum of the whole car more prominent. In addition, the domestic BMW X5 series has also added M Performance components, the most eye-catching is the M blue brake caliper that represents high performance, full of sport.
In terms of interior, in addition to continuing the design of imported models, the domestic BMW X5 has also added a lot of exclusive configurations for the preferences of the Chinese people, such as intelligent induction atmosphere lights and starry sky panoramic skylights around the cockpit, and "Angel Wings" welcome light blankets.
Second, product competitiveness analysis
From the current market point of view, BMW Brilliance X5 is the first model in the same level to be extended, and its main opponents are Mercedes-Benz GLE and Audi Q7, as for Volvo XC90, although there is news that it is also domestic, but after all, there is a certain gap with BMW in brand influence, so it cannot be regarded as the most direct competitor of BMW X5.
Compared with the two old rivals, the domestic BMW X5 not only achieved domestic production, but also carried out wheelbase lengthening, occupying an absolute advantage in terms of price and space. BMW Brilliance domestic is the fourth generation of BMW X5 models, from the platform and the third generation of models have essential differences, the use of BMW's latest CLAR platform, can also be understood as BMW's rear-drive model exclusive new platform, and Mercedes-Benz GLE and Audi Q7 from the last generation has passed a period, from this aspect of the domestic BMW X5 appears to have more advantages. From the perspective of design, although the three models can not say who is better, but the domestic BMW X5 can be said to be a model launched for the Chinese market, in terms of appearance aesthetics, compared to Mercedes-Benz GLE and Audi Q7 these imported models will certainly be closer to the preferences of the Chinese people, especially the domestic BMW has been lengthened, space can be said to occupy an absolute advantage. The same is true in terms of configuration, the domestic BMW X5 has added a lot of exclusive configurations for domestic consumers, such as intelligent induction atmosphere lights and starry sky panoramic sunroofs and "angel wings" welcome light blankets, and most importantly, in the case of the same configuration, the price is the biggest advantage of the domestic BMW X5. From the sales point of view of 2021, the sales volume of imported BMW X5 is ahead of the other two models, after domestic production, the price is lower, the space is larger, I believe that the market performance will also have a lot of improvement.
Compared with the configuration, the level of the three models is basically between Bozhong, and the advantage of BMW Brilliance X5 in price is displayed. Of course, as a luxury brand strong, Mercedes-Benz GLE and Audi Q7 also have their own advantages, with the "lamp factory" known as Audi, in the lighting configuration occupies an advantage, headlight rain fog mode, headlight cleaning device and matrix headlights, are not available in the other two models. Mercedes-Benz GLE has more advantages in terms of luxury and comfort, and the unique rear multimedia control system and side foot pedals show the Mercedes-Benz brand's insistence on luxury.
Third, product quality & service trend analysis
As the first domestic model of a luxury brand, will the domestic BMW X5 have hidden dangers of quality problems? In this regard, we will start from the fault problem of the imported BMW X5 in the past year, and compare the fault problems to preliminarily predict the development trend of new car quality problems in the future.
By screening the complaint data of the domestic BMW X5 in the past year, it can be found that the fault problems are relatively scattered, including "fault light on", "driving safety assistance system failure" and "vehicle interconnection fault". Among them, the relatively large number of complaints are mainly concentrated in the 2019 models, while the models after the 2020 models have significantly improved. As a new model, the 2022 domestic BMW X5 is bound to be upgraded in the body process, but the actual situation is still to be determined after a period of time after its listing and use.
With the continuous development of the mainland automobile market, the level of brand pre-sales/after-sales service, and the quality of the purchase experience have gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
The domestic BMW X5 is a brand new model, so we will analyze the service complaints of the imported BMW X5 in the past year. By screening the complaint data, it can be found that the complaints at each fault point are relatively average, of which the complaint volume of "using non-original parts" and "fixing new problems" is relatively high, but they are also single digits. Through further analysis, it can be seen that these problems are mainly concentrated in 2018 and older models, and there are no problems in models after 2019.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the complaint response rate of BMW Brilliance in the past year is 93.01%, which is at the lower middle level in the joint venture brand in the same period, which shows that the manufacturer's attention to the complaints and demands of car owners needs to be improved.
Fourth, after-sales service policy and network distribution
In terms of policy, according to the official website information, BMW financial/leasing services provide a variety of products, users can choose the corresponding loan/leasing products according to their own needs, in addition to multiple customer benefits and care benefits. However, for the specific content of BMW Brilliance X5 model is not yet available, the specific applicable conditions and scope, please consult the local BMW authorized dealer, subject to official information.
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the vehicle quality network, BMW Brilliance currently has a total of 686 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the Central Government, of which zhejiang, Guangdong and Jiangsu have a relatively large number of dealers. Overall, BMW Brilliance dealers have a wide range of distribution and perform satisfactorily among luxury brands.
summary
As the title of the article says, in terms of comprehensive strength, the domestic BMW X5 is not only lengthened, but also optimized and upgraded for the domestic market, and it cannot find an opponent at the same level for the time being. For first-line luxury brands, the domestic BMW X5 has the advantages in price, configuration and body size, while for the second-line luxury brand competitors, the driving control, size and brand of the domestic BMW X5 are all strengths. Therefore, it is difficult to find a model to compete with it in the short term. Of course, this is only temporary, and if the Audi Q7 and Mercedes-Benz GLE are also domestically produced in the future, the threat to the domestic BMW X5 will also be greatly enhanced.