Photo: Ray Ally
BMW has announced it is launching a new 760Li China 60 Years Special Edition, to commemorate the 60th anniversary of the People’s Republic of China. The top of the range 760Li had its global launch earlier this year, at the Shanghai motor show. Its world premier at this event, underscored the importance of the China market to the brand.
Customising cars for the Chinese consumer is nothing new and is becoming the standard practice for many foreign brands. However, launching a special edition to mark this national event is a first. It could also be a clever branding concept targeted to a very niche market.
The premium market for cars in China is dominated by Audi. They were one of the first brands to set up joint ventures and manufacture in the mainland almost 20 years ago. Part of the Audi’s strategy was to build strong links to the government. Consequently today, the black A6 and A8 models have become the unofficial government cars throughout China.
This new ‘China Edition’ will have unique Chinese elements of design in the interior and exterior of the car body. These features will no doubt play on the current patriotic and nationalistic fervour in China. Appealing to the target market of China’s business leaders and elite government officials.
China is the second biggest market for both Audi and BMW, whose sales in August sales in China rose 63% from the previous year. Despite this Audi still leads the market, outselling BMW almost two to one. The BMW ‘China Edition’ wont do much to close this gap, but will help strengthen the brands position in the niche top tier.
BMW will only be producing 60, of the 760Li China 60 Year Special Editions. However, it remains to be seen how much real differentiation and relevance this car will have with its target market. Will the Chinese elements have a strong emotional appeal, or will it be seen as just jumping on the 60th anniversary brand wagon?
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China definitely had a lot of celebrations going on. However, one wonders how much celebration is too much. Before China comes up with more luxurious cars to give off an emerging world power image, they should perhaps be spending their money on other more practical purposes, say a greener economy or planning strategically ways to boost the economy. Have you heard of Asia Chronicle? The site provides in-depth news analyses related to the growth of China and the problems the country faces. Worth a read I think. http://www.asiachroniclenews.com
Good story but I wonder why other companys did not do something similar. Afterall BMW is a foreign brand so you would think local brands would of done something as well.