BMW Pushes for More Luxury as Chinese Market Cools Off

2012 BMW M5 with a Horse 1 photo
Photo: BMW
It seems like BMW could’ve picked a better time to launch an exclusive model on the Chinese market, as recent data shows. According to the latest developments in the Asian country, the luxury market is cooling off after the government got involved.
The Communist Party currently pushes for austerity, encouraging people to be more careful with their purchases and also imposing new taxation on various items, considered ‘luxurious’.

However, according to Klaus Paur, researcher for Ipsos, in Shanghai, the M badge is more easily accepted than a Ferrari or Lamborghini, no matter the price tag you’re paying for it.

"BMW's M series is in the acceptable frame within the China market. The flashiness is less dramatic than if you have a Ferrari or a Lamborghini. It is, in a certain sense, much more discreet," said Klaus Paur for Automotive News China.

Even so, prospects say that the demand for M cars will still be slow, last year adding up to a total of 1 percent of the cars BMW sold in China. The two “Horse Edition” models, will help with brand recognition though, despite remaining a niche product, according to Clyde Zhu, BMW China’s vice president of marketing.
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