Bitauto original In April 2023, the Shanghai International Auto Show opened. This is China's first large-scale international auto show after three years of full liberalization. Coinciding with the critical period of the automobile industry's transformation towards electrification and intelligence, the BMW Group is naturally fully committed to China, the world's largest single market: Mr. Zipse, Chairman of the BMW Group, together with two directors of the BMW Group and several senior executives Guan personally visited the scene and showed us the determination and actions of the BMW Group in electrification and intelligent transformation. As an invited media member, Bitauto participated in the interview with Mr. Zipzer and conducted in-depth exchanges and discussions on the future strategy of the BMW Group.
Mr. Zipse, Chairman of the BMW Group
Innovative pure electric BMW i7 M70L
BMW Dee Digital Concept Car
On the first day of the auto show, a total of 20 new energy vehicles were displayed at the BMW booth, including the world's first innovative pure electric BMW i7 M70L, the innovative BMW XM Label Red limited edition, and the domestically produced innovative pure electric BMW iX1. There was not even a single one. There is no trace of a fuel truck. In addition, MThe Aceman concept car brought by the INI brand, the super coupe Shining brought by the Rolls-Royce brand, and the CE 04 brought by BMW Motorad are all pure electric products, which undoubtedly show the world the BMW Group’s electrification capabilities. Comprehensive achievements and technical reserves. On the other hand, the 9th generation (BMW) operating system, which China's digital R&D team was deeply involved in developing, debuted on iX1, while the BMW Dee digital concept car looks forward to the future concept of human-computer interaction, highlighting BMW's depth in digitalization. strength.
Rolls-Royce's first pure electric super coupe, the Shining
MINI pure electric concept car Aceman
"Electrification, digitalization, and recycling sustainability" are the three keywords of BMW's strategic direction for the future. Regarding electrification, the BMW Group has made a clear strategic plan: With a total of 11 pure electric products launched in the Chinese market, the BMW Group’s cumulative sales of new energy vehicles will exceed 2 million in 2023; by 2025, “new Generation" models will be put into production, And will launch at least 6 models in the next 24 months; and by 2030, with the increase in the proportion of pure electric models of the BMW brand and the full electrification of the Rolls-Royce and MINI brands, the BMW Group plans to deliver a total of More than 10 million pure electric vehicles. Mr. Zipzer said in the interview, "Among the luxury car market segments divided by traditional standards, we are the leader in the field of electric vehicles. We have done a lot of work and achieved great success, not only in terms of production volume. , and including market share, it is progressing exactly as we expected.”
BMW 9th generation operating system
BMW Panoramic Vision Bridge mounted on the BMW Dee Digital Concept Car
As for digitalization, the 9th generation (BMW) operating system that debuted with the innovative pure electric BMW iX1 is a good example. The system is tailor-made for Chinese users and innovates from multiple dimensions. The smartly controlled floating window design makes the user's visual experience more focused and more convenient to use; the BMW Intelligent Personal Assistant responds faster and makes the interaction between people and the car more emotional. BMW’s other more forward-looking BMW Dee digital concept car is equipped with a new generation of industry-leading head-up display technology - BMW Panoramic View Bridge. The BMW Panoramic View Bridge projects information onto a dark-coated area at the lower edge of the windshield. The projected image boasts outstanding clarity and color performance and allows all passengers to see for the first time the information covering the entire width of the windshield. information. Driving-related information can appear appropriately according to different usage scenarios, making the driving experience more convenient. Mr. Zipzer said in the interview that the BMW Group hopes to become a thought leader in the industry in terms of digitalization, organically combining software and hardware in terms of interaction, so that drivers can focus on driving instead of blindly stacking hardware such as screens. Therefore, we can also see that BMW always focuses on safety and convenience in the multi-dimensional interactive design in the car, and has a more mature digital concept.
BMW i Vision Circular concept car
Solar panels in the BMW iFACTORY factory
Regarding circular sustainability, as early as 2021, BMW demonstrated the company’s imagination and thinking on how future cars can achieve circular sustainability through the BMW i Vision Circular concept car. For example, through the circular design concept, we can achieve 100% reuse of materials and 100% recyclability of all materials in the entire vehicle. At the same time, the BMW iFACTORY established by the BMW Group globally is also an important part of BMW's commitment to achieving sustainability across the entire value chain: BMW regards reducing carbon dioxide emissions as its core One of the goals is to use green production methods to create green automobile factories-including large-scale plant coverage, sustainable electricity applications, and carbon reduction Logistics form of footprint, etc.
At the same time, regarding the Chinese market itself, BMW is also further improving its "Home in China" business strategy. Mr. Zipzer mentioned in the interview, “We have become an integral part of Chinese society and have strong partners in China. In the BMW Brilliance joint venture, our share has increased to 75%, and we have also established a joint venture with Great Wall Motors. The joint venture Beam Auto will produce MINI brand products. China is the world's largest automobile market, and many innovations of global significance also come from China, such as battery technology, raw materials and products, and the close relationship between local governments and car companies in autonomous driving. Cooperation, etc., China plays an important role in global innovation. When we say "home is in China", we not only serve Chinese customers in China, but also serve the whole world with China as our home. Many of China's innovative achievements will also serve the world. All over the world."
Innovative pure electric BMW iX1
For example, for the 9th generation (BMW) operating system, which was first launched on the innovative pure electric BMW iX1, China's digital R&D team was deeply involved in the development of the new system, making its exclusive functions in the Chinese market account for nearly 70%; and as a global model, and also a BMW brandThe flagship products of the family, the new 7 Series and i7 also use a large number of design solutions from the Chinese team in their interior and exterior designs. Mr. Zipzer also said in the interview, "BMW is comprehensively upgrading its R&D capabilities in China to meet China's needs with better Chinese R&D and enhance BMW's core competitiveness in the world. After the upgrade, China will play a leading role in BMW's global R&D The network plays a more critical role in driving BMW's global technological innovation forward. The needs of Chinese users and the voice of the Chinese R&D team will also be integrated into future strategies more quickly and accurately, and respond to market changes and consumer needs in a timely manner. "
Write at the end:
In the past, our inherent concept was that traditional car companies were lagging behind in their responses and actions when facing the transformation of the new era. However, through an in-depth understanding of BMW's future strategy, it is not difficult to find that BMW has been steadily laying out its long-term strategy and has Initial results: Whether it is a comprehensive electrified product line, the implementation of forward-looking digital technologies or a large amount of investment in the sustainability of the entire value chain, it has already occupied an important position in the fields of electric vehicles and digital travel. From a product perspective, the breadth, depth and localization rate of BMW's electrified products are in a leading position among similar brands; and the products themselves, from the entry-level iX1 to the flagship i7, also have strong hardware capabilities and an excellent driving experience. From this, we can conclude that the BMW Group has achieved initial results in electrification and digitalization, and a more circular and sustainable future has arrived.