BMW redefines China strategy with new innovative thrust

Visitors are drawn to BMW's ConnectedDrive technology, which includes a suite of apps and assistance systems.[Photo provided to China Daily]

The revolutionary BMW i3 is a perfect example, Engel said.

BMW's revolutionary eDrive electric powertrain and carbon fiber composite material body applied in the i3 and the upcoming i8 are breakthroughs in the car manufacturing industry, he explained, adding that BMW has been expanding the frontiers of "high-power-efficiency" and "connected mobility".

In 2012, the company introduces its "BMW-connected driving" to the Chinese market in 2012 that currently provides up to 23 apps, including the popular Real Time Traffic Information and Trip Consultant.

Its latest touch screen, gesture control and more intelligent driving assistant technologies will equip the all-new BMW 7 series when the flagship line launches new products in the Chinese market later this year.

In the near future, three new products will be locally manufactured in China, and a new engine manufacturing plant in Tiexi, Liaoning province, will go into production next year.

"The brand image and communication strategies are very critical for a premium car brand. Contrary to the short-term orientation thinking in sales management, the brand management requires long-term orientation."

"Looking into China, we believe the Chinese market is at a crossroads for fundamental changes. BMW aims not just to manage short-term changes, but also pave the way for long-term success. For this, we have set a comprehensive strategy focusing on localization, sustainability, leadership on innovation and building the most emotional brand."