BMW's all-new localized sedan targets youngsters
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E-mail China Daily, March 1, 2017
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| The all-new 1 Series Sedan demonstrates BMW's combination of sporty flair and elegance. [Photo provided to China Daily] |
The young customers' requests for a smaller model to meet their specific needs inspired BMW to complete the lineup in the compact segment and expand into the younger generation's market. Wieland said: "We can delightedly say that the BMW brand has never been so close to the young Chinese customers who are rising to dominate the premium market growth over the next five to 10 years."
The nation bred substantial growth in the compact segment and BMW estimates the premium compact segment's growth rate could even double in the next decade.
Olaf Kastner, president and CEO of BMW Group Region China, said: "The all-new BMW 1 Series, the locally-produced X1 and 2 Series Tourer, as well as other premium compact models, I'm sure will become the major growth drivers to continue our success in China in 2017."
The carmaker delivered a total of 516,355 vehicles to Chinese customers last year, achieving an 11.3 percent annual growth rate, with the sales of BMWs and Minis exceeding half a million for the first time.
The Chinese market has become BMW's largest sales market, contributing more than 20 percent of the group's global sales volume.
'The right product'
Wieland believed that "having the right product" is the most crucial part of staying competitive in the Chinese market, and that the cars need to provide exactly what young people are looking for.
"Young people want a car with an emotional design to express themselves, and with pure BMW DNA," he added.
The concept of the new product was specially planned as an attractive model for young target groups seeking access to the world of BMW premium automobiles.
The concept and equipment of the BMW 1 Series Sedan were geared toward the specific requirements of China's modern target groups and local road and traffic conditions. The model was then developed in Munich with the support of Chinese engineers.
Kastner said: "They were 'born in the digital age', so they live on the internet and stay connected around the clock. So, the new model comes with cutting-edge digital connectivity, including 10 years of free BMW ConnectedDrive." They are 'beauty-obsessed'. Thus, we provide as many as 10 fresh exterior colors in addition to the stylish and sporty design."
BMW Brilliance is preparing for future development brought by the newly launched model, for which production capacity will climb constantly from 2017 to 2019.
The new Dadong plant in Shenyang, Liaoning province, will also be put into use in the first half of this year and start producing the new generation BMW 5 Series long wheelbase, a vehicle that will redefine innovation and quality, according to the company.
Fact box
Luminous Gold is an exclusive exterior color for the all-new BMW 1 Series Sedan in China. The new "halo" hexagonally-shaped headlights give the vehicle a focused look.
The class-leading panoramic sun roof, at 0.7 square meter, is the largest in segment. Tailor-made noise optimization completely reduces the rolling noise of the car wheels, air conditioning, windshield and even the car brake.
The comfort system is one of the major highlight features. BMW's highly efficient air filtration system comes standard, capable of filtering 99 percent of harmful PM 2.5 particles inside the car.
Size: 4.45 meters long, 1.8 meters wide, 1.45 meters high; 2.67 meters wheelbase
Engine: a choice of 3 and 4-cylinder engines with BMW TwinPower Turbo Technology
Transmission: 6-speed automatic or 8-speed Steptronic transmission with paddle shift
Speed: accelerate from 0 to 100 kilometers per hour in 9.4 sec for 118i; 7.5 sec for 120i; 6.8 sec for 125i
Economy: 5.5 liters per 100 km for 118i; 6.2 liters for 120i; 6.4 liters for 125i
Comfort: BMW Start/Stop, automatic tailgate, full-color Head-Up Display
Price: 204,800 to 319,800 yuan ($46,650); financial package with down payment of more than 41,000 yuan, and over 888 yuan monthly payments
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