Mr. Gao Le, President and CEO of BMW Group Greater China
On April 20, 2022, BMW’s new generation of 7-series car and innovative pure electric i7 were officially released. After the press conference, Mr. Gao Le, President and CEO of BMW Group Greater China, was interviewed by the media.
Focus
Whether the price of BMW new energy vehicles will rise:
BMW hopes to win China’s new energy vehicle market very much and pays close attention to the price of new energy products. For example, the price of BMW ix3 did not rise, while the price of BMW I3 (configuration | inquiry) was set before the price rise of raw materials, and the price was not adjusted later. We have to transfer some costs to the market, but in China, especially in the new energy market, we still pay great attention to maintaining a competitive position in the market. We hope that the cost of raw materials and energy can be normalized. If the overall situation stabilizes, we hope to avoid price increases;
Design of the new 7 Series:
Inspired by the design department of Shanghai BMW 7, it is the first model jointly developed by the design department of Shanghai BMW 7. People always think that BMW’s specialty is sports, and they also think that sports is BMW’s gene. The front face design of the new 7 Series lays the tone of BMW’s vehicle design in this level. In the next few years, the visual recognition of 7 series and X7, 5 series and X5 (configuration | inquiry), 3 series and X3 models at different levels will continue to improve. (China open larger, split headlights)
Many new car building forces are benchmarking BMW. What do you think:
One thing the new forces such as Xiao Peng, ideal and Tesla have done very successfully is to ignite everyone’s great enthusiasm and interest in electric vehicles, especially young people. With this development, everyone was also very concerned when BMW electric products were launched, whether it was BMW ix3 or pure electric I3 a few weeks ago. They brought fire to the whole electric vehicle market. Without the participation of these brands, it would not have such an effect, which is a good thing for us;
What is the impact of the epidemic on BMW:
Last year was the best year for BMW in China. BMW brand sold 815000 vehicles, and mini brand reached 846000 vehicles, with a year-on-year increase of nearly 10%. The performance is very strong. In the next few years, China’s luxury car market may grow to the level of 5 million vehicles;
Delivery issues:
There is a common situation between China and Europe, that is, the demand for pure electric vehicles is greater than the supply capacity. Therefore, in production scheduling, we give priority to ensuring tram production. Shenyang factory has resumed the normal production rhythm, and the supply of ix3 is expected to resume. I3 was put into production in June. The supply of domestic pure electric vehicles is expected to increase in the whole year. However, at the import end I4, the supply will still be tight;
Luxury and sports:
In the past, when we talked about BMW’s positioning, it was an old saying that “driving BMW”. Now we are talking about “driving a BMW and taking a BMW”. Luxury car customers in China are much younger than those in other countries. For example, luxury car owners in Germany and the United States have to be over the age of 50, while those in China are less than 40. In this regard, science and technology plays an important role, which we call technological charm. Through the charm of this technology, we can get to the taste preference of Chinese car owners;
Will i7 be made in China:
Chinese car owners love X5 very much, and its demand in China is very large. For us, because there is such a huge market demand, the logical choice is to produce locally. However, i7 in the Chinese market, the scale is still relatively small. If it is distributed to multiple factories for production, the efficiency will be relatively low. If there is enough demand in China, we will consider producing locally in China.
Interview record
Q: this generation of BMW 7 series has changed a lot. What do you think of the significance of 7 series to BMW?
A: the 7 series is the flagship of BMW brand. The design of flagship products is extremely important. The promotion effect of flagship models on the brand will radiate to other models in the whole series. The highlights of innovative design, technology configuration, etc. will be popularized to other models in the future.
For example, the first generation iDrive launched in 2001 was first equipped in the 7 series. At that time, it was a very forward-looking design, and then iDrive sank into other models.
In addition, the flagship model will point out the direction for the whole BMW product family. For example, the new 7 series uses a new design language for large luxury cars, such as split headlights, including the daytime running lights above, and a narrow high and low beam lamp below, which is the front face feature of the new luxury large car and has high recognition. After the first launch of this design language in the 7 series, it will also be continuously applied in other large luxury cars, such as the new X7 we will see tonight. This front face design will set the tone of BMW’s vehicle design at this level. In the next few years, you will see that the visual recognition of 7-series and X7, 5-series and X5, 3-Series and X3 models at different levels will continue to improve.
In addition, as the flagship model, the 7 series is also a pioneer in the application of innovative technology. Today, you can see the BMW suspended giant screen equipped for the first time, supplemented by Bowers & Wilkins 4D diamond surround sound system, to create the effect of home theater. The surround interactive light band and hidden air conditioning outlet are also the first to be applied in the 7 series. Later, some design highlights will be applied to other models.
In addition, BMW i7 will be a model suitable for driving and riding among the large luxury car levels. Its design and gas field are very suitable. This level of BMW i7 has such a unique positioning.
Q: what excites you most about this model? Now many new forces of car making say they are benchmarking BMW. Who does BMW think is the biggest enemy in the field of electric luxury cars? What is BMW’s biggest advantage in the electric field?
A: first of all, in the process of developing this car, we worked closely with Mr. hoydonk. The new 7 series is the first BMW model inspired by China, which was jointly developed by the headquarters design department and Shanghai Designworks design studio. People always think BMW is good at it