Oliver Zipse, chairman of the board of management of BMW AG, delivers a speech.[Photo provided to chinadaily.com.cn]
BMW is renowned for its premium quality and exceptional driving experience. To stay ahead in the era of intelligent mobility, the century-old German automaker is accelerating its innovation footprint in China to maintain its position as a dream car for many.
An open approach to innovation drives industry progress, Oliver Zipse, chairman of the board of management of BMW AG, said in a recent interview during his third visit to China this year.
"China is a powerhouse for innovation and a leader in intelligent mobility development. Open collaboration fosters innovation and growth, therefore BMW is partnering with China's top innovative forces to deepen research and exploration of cutting-edge technologies and future mobility trends," he said.
During his visit in late October, Zipse witnessed the latest milestone in the strategic partnership between BMW and Tsinghua University, as the two sides set up a joint research institute, enhancing their collaborative innovation efforts in cutting-edge technologies, such as artificial intelligence and vehicle-to-everything (V2X) as well as novel chemistry for batteries, to provide forward-looking solutions for the complex challenges faced by the automotive industry.
BMW Neue Klasse concept models. [Photo provided to chinadaily.com.cn]
In recent years, Chinese consumers have been increasingly shifting toward smart and electric vehicles, driven by a growing desire for connectivity and intelligent aids in their cars.
BMW believes that the auto industry must look beyond simply adding more features to vehicles just for the sake of adding technology, as this can overwhelm consumers. The automaker is therefore adopting a "shy tech" approach, a design philosophy that integrates advanced technologies subtly to enhance, rather than disrupt, the driving experience.
As new energy vehicles account for about half of all new car sales in China, access to high horsepower has become more widespread, with electric drivetrains offering instant torque and enhanced performance. But Zipse believes that, regardless of drivetrain types, driving pleasure remains unchanged as the primary consumer demand in the era of electrification.
He emphasized the importance of the emotional connection between a vehicle and its driver as a necessity for forward-thinking design.
BMW offers one of the broadest ranges of fully-electric vehicles among its competitors, while adopting an open approach by offering options from combustion engine to hybrid and fully electric models to meet diversified demands from customers globally.
BMW Group's cumulative delivery of electrified vehicles have surpassed 400,000 in China as of October. Additionally, BMW will launch its first-ever series-produced hydrogen-powered model in 2028.
Innovation at BMW goes beyond merely pushing technological boundaries, Zipse explained. It is also about "system integration of technologies in a way that fulfills customer needs". BMW strives to give its cars a distinct character and aims to offer customers a distinctive individual mobility experience that is more human-centric, intelligent and responsible, he added.
In China, the world's largest auto market and also BMW's largest single market, BMW's innovation efforts are tailored to local customer demands under its long-term "local for local" strategy.
With more than 3,200 R&D experts in China, a number that has tripled in the past three years, BMW has established the largest R&D network outside Germany. Its four major research and innovation bases are located in Beijing, Shanghai, Shenyang in Liaoning province and Nanjing in Jiangsu province.
BMW has set up four R&D bases in China. [Photo provided to chinadaily.com.cn]
The BMW Tech Office in China, established in 2013 in Shanghai, is a key hub for scouting and developing cutting-edge technologies, with a focus on innovations such as generative artificial intelligence.
By integrating local innovation into its products with enhanced local R&D teams and more partnerships with China's leading companies and top universities, BMW has accelerated the development of intelligent mobility in fields such as artificial intelligence, autonomous driving and digitization.
With close attention to the development of advanced driving-assistance, BMW prioritizes consumer safety at the forefront of its intelligent driving solutions. The automaker always ensures the reliable operation of its vehicles, whether in big cities such as Beijing and Shanghai or remote areas possibly with limited mobile connectivity.
Next year, BMW will unveil its Neue Klasse models, the German word for "New Class" representing the brand's foray into the future in design, technology and philosophy. With the coming of Neue Klasse, it is not just a vehicle but the inception of a new era for BMW's product range. As innovative technologies propel significant advancement across its future lineup, BMW is poised to step into a new era.
Zipse said that the first Neue Klasse model locally produced in China in 2026 will be a SAV model. BMW's China R&D teams have been deeply involved in developing Neue Klasse models, integrating market insights and innovation throughout the design and manufacturing processes.
The Neue Klasse will also be locally produced in China and is "very much customized to meet local customer needs", Zipse emphasized.
The automaker has a wide range of products in China, including MINI cars exported globally. Its lineup spans from the 1 Series to the 8 Series, the X family to the M family, Rolls-Royce and motorcycles. BMW not only offers a wide range of choices but also holds a unique position in each segment of the market, catering to the needs and preferences of diverse consumers.
This year marks BMW's 30th anniversary since its entry into China. Adhering to its "In China, For China" strategy, the automaker upholds the belief that the automotive industry resembles a marathon. "Only with responsibilities can one walk steadily, and only through a long-term perspective can one reach far," the company said.
At the upcoming Guangzhou Auto Show, its three brands BMW, MINI and BMW Motorrad will showcase their latest innovations about intelligent driving pleasure.
