The car market as a whole is weak, but BMW is on fire.

The car market as a whole is weak, but BMW is on fire. Some people even joke that 2019 is the year of BMW.How does BMW do that???

From January to June 2019, BMW delivered 350,070 new BMW and MINI vehicles in China, up 16.8% year-on-year, while in June, BMW sold 61,564 units a month, up 20.9% year-on-year.

In a situation where sales of luxury brands are sluggish and competition between Mercedes-Benz and Audi is fierce, the outbreak of BMW in 2019 is not accidental. I want to start with a non-mainstream event sponsored by BMW last week.

Say that this activity is not the mainstream, because its core is not new car listing, test drive or technology design related product activities, but an exciting running competition! On July 6, the BMW Hood to Coast China Relay (BMW Hood to Coast China Relay) launched a 185-kilometer extreme race in Chongli, Zhangjiakou, with more than 100 teams and nearly 2,000 participants. Although I am just a lazy spectator, I can still deeply feel the hesitation, passion and strength contained in the competition.

Sponsorship of sports events is not uncommon for luxury car brands, but BMW has always been keen on running, especially long-distance marathons or cross-country races. As early as 2013, BMW promoted running in China. In addition to crossing mountains to the sea, BMW has previously sponsored top events such as the Shanghai International Marathon.

In 2017, BMW introduced the Hood to Coast event to China for the first time. Since 2017, BMW has not only introduced this top international cross-country race into China, but also invested a lot of people, money and material resources to sponsor the race for two consecutive sessions. This year, BMW has provided competitors with hundreds of new X-series racing vehicles, and with wonderful activities and construction, the Chongli skiing resort in midsummer has become a convergent speed. National Carnival Show with Endurance and Interest. More noteworthy is that BMW has successfully renewed its contract in the next three years to relay the seafarers to China, and will expand the competition to Hainan and Taiwan this year.

Back in Munich, 47 years ago, BMW appointed BMW 1602e, the first electric vehicle of its brand, as a marathon guide car, in the 1972 Olympic Games. This shows the deep origin of BMW and running activities. Here we will say, no problem ah, BMW is not the most sporting luxury brand, the most able to run representatives!

Indeed, among the most influential luxury car brands, Mercedes-Benz always praises elegance and dignity, while Audi likes to talk about forward-looking technology, and Lexus is playing with oriental aesthetics and craftsmanship spirit.

However, when it comes to driving control and motor genes that best reflect the automobile’s original temperament, BMW is a worthy benchmark. In addition to making every car that is particularly stimulating and powerful, BMW’s brand image and marketing experience all focus on sport, control and passion.

According to the survey data of consulting giant Accenture, 59% of consumers believe that "consumer shopping is not only a commodity, but also a kind of identity and experience".

I don’t know how you feel. As far as I am concerned, the inside information and temperament of the brand, the experience in the process of purchase and trial will definitely affect the purchase intention. For example, when buying clothes, girls may buy clothes when they think they look good, but I will look at the brand first, not the brand in my "purchase list", and I will not consider the brand when it looks good. For the critical luxury car users, brand temperament and experience recognition has long been one of the determinants of car purchase.

According to my years of observation of BMW owners around, except for a few people suspected of "outbreak", most of them are active, aggressive, and have a prominent position in their own industry and field of elite people.。 Their life trajectory and career footsteps are the same as those of long-distance running: there are not only beautiful scenery along the way with light clouds and breeze, but also hard climbing Road with wind and rain. Only by persevering in the end, can they laugh at Aojiang Lake at the end of victory.

BMW is in this way of thinking, while introducing excellent performance products, spare no effort to create a deep-rooted brand image, build a stable customer circle consistent with the brand temperament, in a long time span, constantly accumulate, in order to have this year’s irresistible upsurge in sales.

From another point of view, BMW has launched the largest product update offensive in brand history in the past two years, bringing a new "X family" array in 2018. The year of BMW X, the year of BMW movement and a new wave of new cars will continue to be launched in 2019, which strongly echoes the positioning of high-quality brand image.

X family’s new X3, X4, X5, X7; New 7 series, new 3 series of car series; new 8 series coupe, plus new high-performance models X3M/X4M, new Z4 and so on, which will be on the market in the next half year. BMW plans to launch 25 new products in the year, which will inherit the fine traditions and make up for the top pieces after the previous shortboard, both in performance and in interior design.

For those who want to sell BMW, let’s buy it freely in the last two years. It’s a fine product.

In an era full of change and a market full of change, BMW is constantly understanding the evolution of market trends and customer behavior in addition to ploughing the traditional diesel locomotive field. BMW’s average age for new car customers in China is only 35 years old, and its acceptance of innovative technology is more positive than that in Europe and the United States, especially in the area of automatic driving, with a 40% higher support rate than that in Europe. In a few days, BMW will hold an innovative day at Beijing R&D Center to look ahead to the future of autopilot and intelligent interconnection technology. At that time, BMW’s next "magic trick" will be unveiled.

It is the gene of BMW brand, the symbol of blue and white spirit, and the life declaration of every BMW owner.