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BMW wants to move up to a new stage in China. It plans to renovate corporate image in China. It hopes to produce 30 thousand units in the year of 2010
With the sales of 90 thousand units and 37% year-on-year increase in sales amount in 2009, Christoph Stark, president of BMW Greater China and his team have taken another difficult task – to rebuild BMW’s image in China.
For a long time, BMW has had double meanings for the consumers in China. On the one hand, BMW is one of the most successful automakers in the world. In the field of luxury cars which is infested with homogeneous competition, BMW also stands out with its brilliant features and huge number of fans. On the other hand, its higher market orientation and too much focus on technology force some customers away. Without known reasons, some owners of BMW vehicles are thought to be arrogant and self-willed. Therefore, some consumers who are afraid of being thought by the others in that way choose Audi or Volvo.
Stark compared this phenonemen to the two sides of a coin, one of which is shining while the other one looks dim. What’s more important is that the main force of the shining side is also changing. In the past, the owners of luxury cars in China were usually the upstarts. Now, the middle-class people with special skills can also afford the luxury cars. These new customers have different understandings and pursuits for the luxury cars.
Therefore, Stark’s main job is not only to improve BMW’s image, but also to add new contents in BMW brand in China to attract more new customers.
In a BMW advertisement broadcasted in Europe, the owners of BMW cars were confident and vigorous and jumped into their cars in different positions. The owners of Audi cars standing by wanted to do the same thing but they always failed. The advertisement implied that BMW is live and vigorous from inside, conforming to its new brand appeal – Joy Is BMW.
Stark has been troubled by how to say these words in Chinese, which is not a kind of simple and literal translation, but the re-explanation of the brand in China. In the USA where the simple and direct cowboy culture is quite popular, BMW can be positioned as Terminal Driving Machine. But in China, things are different. BMW must be added with the humanity, responsibility and other spiritual elements.
Shao Bing, marketing director of BMW-Brilliance (a joint venture of BMW in China), and Zhu Liwei, marketing director of BMW Greater China, are the two people who are responsible for this matter. They have been working on this for two months. They are young and energetic, just the type that BMW’s corporate culture advocates.
Shao Bing is good at listening to others’ opinions. He sticks to the philosophy that the elements of social responsibility and dream must be added in the BMW brand based on the fun of driving. It means that the BMW cars should not bring joy only to the people driving them, but also to the people riding and watching them. Zhu Liwei, who graduated from Tsinghua University, lays the emphasis on the technology. He hopes that BMW can make use of its high-efficiency power technology to take a lead in energy-saving and environmental protection during its transformation.
With the sales of 90 thousand units and 37% year-on-year increase in sales amount in 2009, Christoph Stark, president of BMW Greater China and his team have taken another difficult task – to rebuild BMW’s image in China.
For a long time, BMW has had double meanings for the consumers in China. On the one hand, BMW is one of the most successful automakers in the world. In the field of luxury cars which is infested with homogeneous competition, BMW also stands out with its brilliant features and huge number of fans. On the other hand, its higher market orientation and too much focus on technology force some customers away. Without known reasons, some owners of BMW vehicles are thought to be arrogant and self-willed. Therefore, some consumers who are afraid of being thought by the others in that way choose Audi or Volvo.
Stark compared this phenonemen to the two sides of a coin, one of which is shining while the other one looks dim. What’s more important is that the main force of the shining side is also changing. In the past, the owners of luxury cars in China were usually the upstarts. Now, the middle-class people with special skills can also afford the luxury cars. These new customers have different understandings and pursuits for the luxury cars.
Therefore, Stark’s main job is not only to improve BMW’s image, but also to add new contents in BMW brand in China to attract more new customers.
In a BMW advertisement broadcasted in Europe, the owners of BMW cars were confident and vigorous and jumped into their cars in different positions. The owners of Audi cars standing by wanted to do the same thing but they always failed. The advertisement implied that BMW is live and vigorous from inside, conforming to its new brand appeal – Joy Is BMW.
Stark has been troubled by how to say these words in Chinese, which is not a kind of simple and literal translation, but the re-explanation of the brand in China. In the USA where the simple and direct cowboy culture is quite popular, BMW can be positioned as Terminal Driving Machine. But in China, things are different. BMW must be added with the humanity, responsibility and other spiritual elements.
Shao Bing, marketing director of BMW-Brilliance (a joint venture of BMW in China), and Zhu Liwei, marketing director of BMW Greater China, are the two people who are responsible for this matter. They have been working on this for two months. They are young and energetic, just the type that BMW’s corporate culture advocates.
Shao Bing is good at listening to others’ opinions. He sticks to the philosophy that the elements of social responsibility and dream must be added in the BMW brand based on the fun of driving. It means that the BMW cars should not bring joy only to the people driving them, but also to the people riding and watching them. Zhu Liwei, who graduated from Tsinghua University, lays the emphasis on the technology. He hopes that BMW can make use of its high-efficiency power technology to take a lead in energy-saving and environmental protection during its transformation.