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German carmakers gather in Beijing for showdown + BMW China boss confident
- Beijing Auto Show: German brands place hopes in premium
- BMW China CEO Green: 'We have the highest brand strength'
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Dear reader,
German car brands have dominated the premium segment in China for years. Mercedes is number one here, followed by BMW and Audi. The latter two even managed to increase their sales in 2023. So are claims that German car manufacturers are on the decline in China just naysayer talk?
Julia Fiedler checked out the situation on the ground – at the Beijing Auto Show, which kicked off on Thursday. This is where the Germans are showcasing their new products, including the new G-Class. However, they are flanked more than ever by strong Chinese competition. People had already crowded around the attractive, technologically sophisticated cars from BYD and Xiaomi on the first day. The exhibition hall shows that they have long since set their sights on more than just the mass market, but also the premium class – and with remarkable skill in electromobility and connectivity.
Sean Green confirms this trend: "The battery electric vehicle segment is the most competitive in China." In an interview by Michael Radunski, BMW's China President and CEO predicts that BMW will remain one of the most coveted brands in the People's Republic. As for the lower price segments, the development speed is different, he says, with chaos and often a lot of fuss about nothing. But BMW only plays a minor role there.
Nevertheless, BMW must work hard to remain on the growth path. This applies above all to design, digitalization and software expertise. Those who launch game-changers here will come out on top. "What we see in China today definitely starts to affect the rest of the world tomorrow," Green says.
German car brands have dominated the premium segment in China for years. Mercedes is number one here, followed by BMW and Audi. The latter two even managed to increase their sales in 2023. So are claims that German car manufacturers are on the decline in China just naysayer talk?
Your
Fabian Peltsch
