Xu Zhijun, president of BMW China: no pressure on luxury cars

The London Olympics has been grandly opened. As the main sponsor of the London Olympic Games, BMW recently held a grand Olympic celebration in China, Yue Shengdian.

Olympic marketing is not just about selling cars. In fact, BMW is not only the main sponsor of the London 2012 Olympic Games, but also the exclusive auto partner of the Chinese Olympic Committee until 2016. Therefore, BMW has planned a series of activities in Olympic marketing. Xu Zhijun introduced: Cooperation with the Olympic Games is a long-term strategic cooperation. We hope to create opportunities through the Olympic Games platform so that more people can experience the joy of the Olympic Games and BMW. For example, the event of Yue Sheng Dian was the largest event ever done by BMW and a total of 30,000 people participated. Of course, I have also launched some Olympic Special Edition models. For example, the MINI brand launched the Chinese Olympic commemorative edition based on the COOPERFun model in the first half of this year.

In addition, BMW promoted the use of the Olympic Games in the promotion of new energy vehicles. According to Xu Zhijun, the BMW Group provided about 4,000 BMW and MINI brand vehicles. The theme of this year's London Olympics is sustainable development, advocating green and environmental protection. The vehicles sponsored by the BMW Group include 160 BMW ActiveE electric vehicles, 40 MINIE electric vehicles, and 20 BMW High-Efficiency Hybrid 5 Series vehicles. All vehicles have achieved the strict environmental protection requirements of London Olympic Organizing Committee with an average CO2 emission of 116 g/km. Xu Zhijun said.

In addition, the i3 all-electric vehicle with outstanding performance in Impossible 4 will be put into mass production next year and will also be introduced into the Chinese market. In addition, a new joint venture with BMW Brilliance will also produce BMW's new energy vehicles.

Restricted purchases have little effect on luxury cars. In addition, Xu Zhijun also talked about the impact of restrictions on North, Shanghai, and Guangdong. Especially after July 1st in Guangzhou, the purchase restriction policy was formally implemented. First of all, I would like to discuss my personal understanding of this issue from a relatively large aspect. Any city in the world, when it purchases goods, it will be influenced by the mainstream. Brand. Luxury brands are generally relatively less affected. And in the case of limited purchase, the general auto market will be polarized. If the car purchaser must use the car at work, it cannot be avoided, so even if it is restricted, it must be bought because he has rigid demand. In addition, in the case of purchase restrictions, it is more difficult to buy a car. Many people have such a mentality. It is difficult to get a license. Why not buy a better car? Therefore, under the influence of these various factors, it will inevitably cause polarization in the market. Hong Kong and Singapore in China are examples. Hong Kong luxury cars account for 40% of the entire automotive market. Singapore's luxury car market accounted for more than 30%. Therefore, Xu Zhijun believes that the impact of purchase restrictions on the luxury car market will certainly be, but not particularly large.

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