New 5 Series lead to a New Era of BWM

　　For a long time, here has been a famous saying in China, is it is a great pleasure to drive a BMW and sit in Mercedes-Benz, representing impression of Chinese consumers on the two German luxury brands. Fashionable style, excellent power performance and handling of BMW has impressed Chinese consumers so much while Mercedes-Benz has gained its name by atmospheric modeling, elegant and comfortable interior space of S-class.

　　As the two high-end brands will bring in more models, and competition is intensifying fatherly in the luxury market, BMW, Mercedes-Benz’s product positioning is no longer entirely distinct from each other as before. At the conference of new BMW 5 Series, Christoph Stark, BMW CEO and president of Greater China region said frankly: “the era of driving a BMW and sitting in a Mercedes-Benz will end. With the launch of new generation of BMW 5 Series, future BMW products will focus on only the handling and pleasant driving experience, but also the space for passengers.”

　　The Economic Observer: in which aspect is the new long-wheelbase version of the BMW 5 Series different from the previous generation models?

　　Christoph Stark: This is a new generation of models developed for Chinese market especially at the very beginning by BMW through an entire 6 year period, different from the previous generation models. The previous generation of 5 Series is lengthened in the middle of the product life cycle while the new 5 Series long-wheelbase version is targeted at the users’ needs in Chinese market from the very beginning of the development phase.

　　In the past, Chinese consumers often say, “BMW is for driving and Mercedes for sitting in.” I think this argument will end. BMW models for the future will not only provide excellent handling and driving pleasure for drivers, but also a very comfortable space.

　　The Economic Observer: Can you tell us the specific the changes the new long-wheelbase version of the BMW 5 Series made for the Chinese consumers?

　　Christoph Stark: Firstly and most obviously, the wheelbase of the new BMW 5 Series has been lengthened by 80 mm than the previous generation and 140 mm than the standard, the longest wheelbase in its segment, which means that we can provide passengers with more spacious, more comfortable space.

　　Second, as the BMW 5 Series is BMW’s most important strategic product in the globally stage, we will apply the best technology, such as 8-speed automatic transmission, which allows our customers to shift more easily and is more fuel-saving as well. The new BMW 5 Series is the only one model equipped with the 8-speed automatic transmission in its segment. In addition, its engine combines the turbo technology, VALVETRONIC electronic valve technology and gasoline direct injection engine technology. As is known to all, BMW is very proud of the six-cylinder naturally aspirated engine combines the VALVETRONIC electronic valve technology, variable timing system with a lightweight and twin-cam inline.

　　Besides, there are many security technologies, such as lane departure system to automatically give warns when the driver deviate from the central road; head-up system, the driver can clearly see the dashboard in front of the windshield glass instead of bowing their heads to; night vision systems, which can enhance night driving visibility and visual range. All these technologies allow our customers to enjoy superior handling as well as have adequate security.

　　As to comfortable experience, the rear seat design of new BMW 5 Series is mainly in charge by the Chinese designers working in Munich. Rear seat has been redesigned according to the characteristics of the Chinese people. The cushion is longer, thicker and the materials are more advanced, which give meticulous attention to customers. In addition, the new model’s rear seat also will provide comprehensive entertainment system, such as four-zone automatic air conditioning and folding table. High-end models will also offer personalized refrigerator.

　　The Economic Observer: Can you describe the client base of the new BMW 5 Series?

　　Christoph Stark: with the brand promotion and the introduction of more models during the recent years, the customer base of BMW brand are becoming broader and broader. The leading consumer groups of new BMW 5 Series are mainly successful business people in varied industries, such as business executives, successful lawyers, designers and other professionals. Besides, high-end hotels are also the main buyers. As the BMW 5 Series have a good performance in the overseas police car market, we hope the new BMW 5 Series can hold a certain position in Chines police car market.

　　In contrast, the Chinese customers are younger persons who have dreams and a strong entrepreneurial spirit. Therefore, the new BMW 5 Series is listed on the theme of “to be with those adhere to dreams.”

　　The Economic Observer: what is the expected sales volume of the new BMW 5 Series?

　　Christoph Stark: We always do things before talk. The specific sales targets can not be disclosed at the current stage. However, we believe that the new BMW 5 Series will exceed its predecessor.

　　The Economic Observer: since in the first 7 months of this year, the sales of BMW in China have exceeded 70,000 units, are there any further plans to increase the sales target?

　　Christoph Stark: We have already increased the goal of this year from 100,000 to 120,000. From the performance in the first 7 months, we are quite confidence to complete 120,000.

　　The Economic Observer: China is now the world’s third largest market of BMW, as you expected, when China will become the world’s largest market, to BMW?

　　Christoph Stark: presently, to BMW, China is the third largest market world behind Germany and North America. Currently, the sales gap between China and these two major markets is 100 000-15 10 000 annually.

　　Impacted by the financial crisis, during these two years, the growth in both Europe and the United States luxury car market has been slowing down while China luxury car market has maintained rapid growth. In our view, it is only a matter of time for China to become the world’s largest market for BMW, which depends on the recovery speed of European and American luxury car market and the growth in China high-end car market.

　　(Translator: Yalong/Jessie)

　　See original Chinese report Please click: http://auto.sohu.com/20100816/n274232005.shtml