BMW will not blindly pursue market share and sales in the second half of the year, but will strike a balance between business quality and reasonable market share, 

    BMW Brilliance's decision to upgrade its Shenyang plant again to boost capacity proved to be the right one.

    BMW delivered a total of 329,100 new cars in China in the first six months of this year, according to the latest official figures.In the second quarter, it rose 17.1% from a year earlier, continuing a recovery that began in March.

    In the opinion of Gao Xiang, senior vice President of marketing of BMW Brilliance Automobile Co., LTD., even though the company encountered great challenges this year due to the epidemic, the company still achieved a strong performance, which proves that we need more capacity to meet the strong demand of the Chinese market.

    Gao Xiang believes that the first half of the year can achieve good results, mainly due to the following aspects.

    Firstly, the dealer support plan launched by BMW reduces the threshold of car purchase through financial services. On the one hand, it alleviates the pressure of new customers to buy cars; on the other hand, it also creates a better business state for dealers.

    In addition, established last year led yue also play an important role in digital information technology co., LTD., its collaborative r&d and marketing team, in less than a month of time in the first pilot launched 69 dealers "BMW remote digital marketing assistant", make the sales consultant during the outbreak never leave home can at any time with the latest brand and product information, maintain customer communication.

    Finally, the new products were launched as scheduled. No matter the new energy models such as the BMW 5 Series plug-in hybrid mileage upgrade, or the new BMW X5 M and the new BMW X6 M, they were all launched in accordance with the set time.

    It is worth mentioning that the sales volume of BMW new energy vehicles in China rose 49% year-on-year in the first six months of this year, and the first all-electric iX3, the biggest car of the year for BMW Brilliance, will be officially launched this year.

    "The TECHNOLOGY in the iX3 is the most advanced. The reason why we prefer to launch later than our competitors is to be able to use the latest fifth-generation BMW eDrive electric drive technology, which will also bring the NEDC 500km range and 6.8 seconds of 100km acceleration for the iX3."A. said.

    Objectively speaking, the market performance of Mercedes-benz EQC and Audi E-TRON, which went public at the end of last year, is not ideal. In the industry, the high price is the most core problem.

    And as the last BMW to launch a pure electric car in BBA, how to consider the market pricing of iX3?

    In this regard, Gao Xiang said that we have made in-depth consideration based on the actual situation of competing models. The pricing and promotion mode of iX3 will integrate the overall situation of electric vehicle sales in the market, and take into consideration various factors such as the experience learned from competing models and the positioning of this model in the market.

    At the same time, he stressed that in the Chinese market, iX3 will have fuel version and pure electric version to choose from, which kind of power will be more acceptable to the market, we can quickly adjust the production direction, this kind of fast switching ability is not available in other manufacturers.

    BMW will not blindly pursue market share and sales in the second half of the year, but will achieve a balance between business quality and reasonable market share, Gao xiang said.

    "Our goal is to deliver the best customer experience possible."

    It is reported that by the end of this year, 120 BMW dealers will have a brand new store, which will usher in a comprehensive quality upgrade in both hardware and software as well as service process.