BMW says that it will be shifting its marketing plan in China to focus on the youth segment and in-car innovations, instead of stretched wheelbases and luxurious rear passenger accommodation that is the norm over the past few years. It will also move away from promoting the brand as an epitome of one’s success.

In a two-year study, the company surveyed more than 3,000 consumers, and findings show that young Chinese buyers are seeking for technological features and sustainable vehicles more than stretched cars. Karsten Engel, CEO of BMW China said, “the Chinese market is at a crossroad for fundamental changes.”

He noted that in China, it has become apparent that an increasing number of consumers of premium brands come from Generation X and Y. “As the Chinese market is getting more mature and normalised, the post-80s and 90s are emerging as the main consumers of premium brands, and the innovative strength of our products will be certainly more appealing to the Chinese consumers,” he said.

BMW has developed in-car features to cater specifically to the Chinese market. Some of these include Parking Assistant and driver/passenger massage seats which aid muscle toning. In China, the brand even offers a decade’s worth of Internet in their vehicles, free-of-charge.

The new G11/G12 BMW 7 Series is the innovative game changer for the brand. The luxury sedan is packed to the brim with features that potential Chinese buyers might find captivating, such as the new iDrive 5.0 system with gesture controls and the optional Display Key that can activate Remote Control Parking, to name a few.

G11/G12 BMW 7 Series