New BMW 1 Series Sedan M Sport attracting China’s younger consumers
BMW Brilliance Automotive is showcasing a constellation of star models at the ongoing Guangzhou auto show, including one major highlight of the event — the new BMW 1 Series Sedan M Sport — targeted at the country’s younger consumers.
Having its debut at the show, it is the first made-in-China compact sedan to feature the M Sport Package.
Among the other features, the carmaker believes its dynamic styling and outstanding sporty performance will prove it to be a perfect choice for the young people with individualistic dreams and pursuits.
The new BMW 1 Series Sedan M Sport has adopted the all-new family’s design language, which reflects the attitude of its potential owners to shake off obscurity and stand out from the crowd.
The combination of its signature doublekidney grilles and hexagonal headlamps creates a high-tech look, and the design of its air inlet, inspired by the M family, gives a dynamic feeling. Coupled with the L-shaped taillights, they have made this youngest BMW sedan very fashionable.
The M Sport Package on the first localized compact model offers a chance for young Chinese customers to approach the unique spirit of M even more closely, which the carmaker believes will not only live up to but will exceed their wildest expectations.
Features include all-new aluminum alloy hubs, M logos on the front fenders and a multifunctional steering wheel, designed for M models to enhance the sedan’s unmistakable sporty characteristics and dynamic appearance.
The sedan’s stunning performance is provided by the carmaker’s advanced powertrain. The latest B-series engines, with its fourth-generation Valvetronic system, highprecision direct fuel injection and turbocharging technologies, are more responsive and have better fuel economy than those of other models.
The optimized gearboxes — six-speed and eight-speed manual/automatic ones — are more efficient and provide even smoother power than previous incarnations. The three driving modes ensure better control for different road conditions.
The car’s interior features an 8.8-inch display, through which the system can be connected to the BMW Connected app, offering an agile digitalized experience. Other cuttingedge technologies include the class-leading colorful head-up display, which allows the driver to learn information about car and traffic while focusing on the road ahead.
Expansion in China
The new BMW 1 Series Sedan M Sport is the latest of the growing number of BMW models with the M Sport package, which are gaining popularity in China as the country’s young premium car owners are showing increasing interest in sportiness and individualism, according to Sean Green, senior vice-president of sales and marketing at BMW Brilliance.
He said that by the end of September, sales of these models with M Sport Package had exceeded more than 120,000 units, roughly accounting for a quarter of BMW sales in the country. A compelling lineup of models has long been a major booster of the joint venture’s sales in China, which is also BMW’s largest market worldwide, despite the downturn in the overall car market.
Green also noted that several heavyweight models — including the new X3 SUV — launched in the second half of the year have driven the carmaker’s sales to doubledigit growth for three months so far, and those models will lay a good foundation for its sales performance in 2019. He said BMW will continue the product’s line expansion in China in 2019, including the seventh-generation 3 Series sedan, a core model produced in a plant in Shenyang, Liaoning province.
“So we also have a lot of resources available next year to drive the growth in our segment,” Green said. He expects the premium vehicle segment in China will continue its sustainable growth in 2019, although China’s overall automotive market, which has gone through volatilities recently, will remain flat next year.
“People want an upgrade. When cities become more restrictive in terms of license registration, people want to upgrade to premium cars. For BMW, this is a good opportunity,” he said.
Building on its success in conventionally fueled vehicles, Green said BMW has also established itself as a leading player in the new energy vehicle sector. He said the locally produced X1 plug-in hybrid and the 5 Series plug-in hybrid have made the list of China’s top 10 best-selling new energy models.
More such models are in the pipeline. Starting in 2020, BMW will produce its electric iX3 SUV in China, which will be exported to other countries, as well. The carmaker is also helping to build charging infrastructure in the country. It will offer about 80,000 ChargeNow pillars in around 150 cities by the end of 2018, Green said.
People want an upgrade. When cities become more restrictive in terms of license registration, people want to upgrade to premium cars.” Sean Green, senior vice-president of sales and marketing at BMW Brilliance