The Chinese automotive industry is undergoing rapid changes. From fuel to electric, from dealers to direct sales, from remote vehicle control to car connectivity, from navigation assistance to valet parking, the underlying technology of cars is advancing, and the organizational structure of cars is also changing. Recently, top executives of car companies have started to participate in live broadcasts, personally promoting new cars using their own fame. In such a competitive environment, it seems natural that joint venture and imported brands are not performing well. Even luxury cars, which were very prosperous in the past two years, are now experiencing significant price reductions and focusing on volume sales, especially luxury brands’ pure electric models are the hardest hit by price reductions.
In the face of fierce market competition, luxury brand BBA is facing serious challenges. Even the BMW 5 Series, a pillar in the luxury C-segment market in China with over 2 million users, is facing the dilemma of an unpopular new model. The 8th generation BMW 5 Series, launched earlier this year, has sparked many doubts online with its innovative hybrid platform and cutting-edge design. How will BMW respond to the current market situation? Intense competition is the norm. Throughout history, there has never been anything new. For the global automotive industry, over 120 years of history have been marked by intense competition, with hundreds of car companies experiencing bankruptcy, mergers, and expansions, eventually forming the dozen or so large automotive groups we see today. The brands under General Motors and Volkswagen are the footprints left by this history, a result of the free market economy.
For the more than 100-year-old Bavarian engine factory, the intense competition in the Chinese market may not be a big deal. After all, after Germany’s defeat in two world wars, BMW was banned twice from making cars and airplanes. Relying on furniture and cup businesses to survive, they eventually made a comeback with motorcycle sales. In 1933 and 1961, they created the origin of the double kidney grille with the 303 and defined the modern BMW car with the New Class, returning to the automotive field.
And BMW’s performance in the first quarter of this year is not bad. On May 8, BMW Group announced its performance for the first quarter of 2024. As of March 31, 2024, BMW Group delivered nearly 595,000 vehicles, an increase of 1.1% year-on-year. Pure electric vehicle sales increased by 27.9%, while sales of high-end models increased by over 21%. Overall, BMW Group has not been greatly affected. At the 2024 China Automotive Blue Book Forum, several experts in the automotive industry emphasized the importance of avoiding disorderly competition and sticking to long-term values. This can be seen in BMW’s thinking on values through the recently launched eighth generation 5 series. What remains unchanged is the pursuit. People’s pursuit of a better life is always constant. The pursuit of the values behind luxury brands is also constant.
When it comes to the tone of the BMW brand, perhaps we have to go back 50 years, when BMW chose the slogan “The ultimate driving machine” to enter the American market in the early 1970s. This phrase became people’s initial impression of the BMW brand and the simplest description of BMW. Since then, BMW models have been synonymous with sports and driving pleasure. Even the mid-size sedan 5 Series, full of business attributes, is no exception, fittingly named the “business outlaw”. The BMW 5 Series has gone through 7 generations, with over tens of millions of global users. Each generation of the glorious history of the 5 Series can be said to be a concentrated embodiment of BMW’s engineering and design philosophy. Compared to its predecessors, the 8th generation of the 5 Series is more sporty in appearance. The body features a reverse wedge design, with a taller front end and more prominent hood lines, like the training marks inadvertently revealed by someone who insists on exercising. The rear is designed with a sloping roof, and the longer wheelbase of the 5 Series showcases a crossover coupe style on the rear pillar, optimizing rear headroom and trunk space. From the side, the trunk is shorter, giving it a more sporty and agile look. If the previous 5 Series was a business outlaw in a suit, now that suit has become more casual.
As times change, so does aesthetics and design styles. The body size of the BMW 5 Series is getting larger, and so are the nostrils. However, classic design elements that have withstood the test of time are passed down, so on the 8th generation of the 5 Series, we can see larger kidney grilles with a halo of light, and simpler angel eyes headlights, allowing you to instantly recognize this as a 5 Series.
Inherit the classic, the BMW 5 Series, as the most sporty business sedan, also represents BMW’s exploration of future design. Luxury cars have longer replacement cycles, requiring them to have advanced forward-looking designs. According to Chris Bangle, who led the BMW design department for 17 years, “conservative” is not in the BMW dictionary. When you put the 8th generation BMW 5 Series together, you will find that the design styles of different generations undergo a process of gradual to radical change. Every time a style continues for two or three generations, experiencing one or two decades, the next generation model will undergo a major evolution. Looking back now, everyone will agree on the classic level of the 5th generation 5 Series, a model from 20 years ago that still does not feel outdated today. But when it was first born, it faced various controversies. Some overly advanced designs in luxury cars are destined not to be quickly accepted by the public. But this kind of advancement is the design concept that luxury brands adhere to.
Standing in front of the 8th generation 5 Series, getting into the 8th generation 5 Series, driving it, it remains the most sporty business sedan. Inside the car, you will notice the thick seats, signaling luxury quality. The iDrive 8.5 in the 5 Series reveals BMW’s concept and thinking on luxury brand electrification and intelligence. After driving for several kilometers, I have mixed feelings about this car. I don’t like the ambient light strips, but I appreciate the semi-concealed door handles; I don’t like the start-stop button, but I enjoy the luxurious interior; it has a wireless charging pad, but only one cup holder. The car’s infotainment system features a very intelligent floating design, but the button design is angular. In conclusion, the BMW 5 Series excels in luxury ambiance in the cabin, and its infotainment system differs from domestic brands but matches in terms of advanced technology.
The 5 Series is even more advanced with a 7 Series-style rear suspension screen, bringing a strong sense of luxury and impressive display effects. The 31-inch 8k resolution screen supports multiple aspect ratios and Dolby sound effects, providing a stunning viewing experience. The only downside is the lack of content adaptation for the screen, but future software updates are expected to bring a better experience for BMW users. Time will give us the answer. When we look at the fierce competition in the current Chinese car market in the context of over 120 years of automotive history, we realize that only excellent design concepts and classic products can withstand the test of time. Despite the current era of new energy and smart electric vehicles, the pursuit of beauty and a better life remains consistent. The performance of the new generation BMW 5 Series will be judged by time, and the market will choose the best products. In the past four months, the monthly sales of the 5 Series have increased from 4,000 to 7,000, perhaps indicating a return to value.