BMW is ramping up its high performance car strategy in China with the launch of four cars in the past two days bearing the M mark for BMW Motorsport.（Photo/Shanghai Daily）
BMW is ramping up its high performance car strategy in China with the launch of four cars in the past two days bearing the M mark for BMW Motorsport.
The product offensive include the compact M2 coupe and mid-size X4 M40i SUV launched at a respective price of 640,500 yuan ($98,240) and 744,000 yuan, as well as M4 GTS limited edition on China debut, and M760Li xDrive on Asia premiere as the first high-performance version of the brand's flagship sedan.
The move, coordinated with the Beijing Auto Show, is to further set the brand apart with a dynamic and passionate image with offers for both thrilling race tracks and everyday roads, according Olaf Kastner, president and CEO of BMW China.
That compares to Audi featuring understated design and discretion of serving officials in China and Mercedes-Benz known for sophistication and prestige in back seats, both being BMW's major competitors here and abroad.
The BMW M family in China is set to grow to 13 members, the same as overseas, covering almost all size and all car body shape with original offers from M Power, and M performance versions of existing car models.
Ian Robertson, board member of BMW responsible for sales and marketing, said BMW M sales grew 40 percent last year, and expects a bigger share of M in the brand's future product portfolio. China-specific sales numbers for the M family are not available.
Despite its branding of sheering driving pleasure, BMW sold more 5 series executive sedans than its iconic 3 sports sedans in China.
A recent premium car brand image survey by Hurun Research Institute, an observer of China's luxury lifestyle, portrayed a more feminine image for the profile of BMW owners in China than the one for Europe. In fact, the survey found BMW attracts more female buyers than any other ranking in the country's top nine premium car sales charter.
