Photo: catalin garmacea
After conducting a two-year study involving more than 3,000 customers in China, BMW discovered that they were marketing their products wrong from the beginning.
The Bavarians have been playing the same card all manufacturers use in the biggest auto market in the world, offering more leg room in the back and creating special models for this particular purpose. On top of that, they also tried to use the same weapons they employ in other parts of the world such as pointing out that it’s a successful marque.
However, their most recent findings showed that, to appeal to younger buyers, some changes need to be done. Younger people are more interested in the latest features and technology rather than a badge. Chip in the fact that they also seem to be more inclined to purchase sustainable models, and you get a totally different picture.
In this regard, BMW is already offering innovations for the Chinese alone, such as special steering system adjustments that help when parking or seats that help tone muscles.
“The Chinese market is at a crossroad for fundamental changes,” said Karsten Engel, BMW China’s chief executive officer, to reporters in Shanghai. “As the Chinese market is getting more mature and normalized, the post-80s’ and 90s’ are emerging as the main consumers of premium brands, the innovative strength of our products will be certainly more appealing to the Chinese consumers.”
In this regard, the Bavarian brand will introduce the new 7 Series and their hybrid X5 on the Chinese market this year, hoping to turn things around. The sales in China have slowed to a halt and even went into the red for some manufacturers, mostly due to the recent stock exchange crisis.
However, their most recent findings showed that, to appeal to younger buyers, some changes need to be done. Younger people are more interested in the latest features and technology rather than a badge. Chip in the fact that they also seem to be more inclined to purchase sustainable models, and you get a totally different picture.
In this regard, BMW is already offering innovations for the Chinese alone, such as special steering system adjustments that help when parking or seats that help tone muscles.
“The Chinese market is at a crossroad for fundamental changes,” said Karsten Engel, BMW China’s chief executive officer, to reporters in Shanghai. “As the Chinese market is getting more mature and normalized, the post-80s’ and 90s’ are emerging as the main consumers of premium brands, the innovative strength of our products will be certainly more appealing to the Chinese consumers.”
In this regard, the Bavarian brand will introduce the new 7 Series and their hybrid X5 on the Chinese market this year, hoping to turn things around. The sales in China have slowed to a halt and even went into the red for some manufacturers, mostly due to the recent stock exchange crisis.
Google News