BMW 4 Series segmented high-end personalized market

Recently, BMW officially announced that the new 4 Series Coupé was officially launched. As the first member of the BMW 4 Series family, the listing of this model marks the birth of the fourth-generation luxury sports coupe from BMW Group.

Earlier this year, the BMW 4 Series Coupé concept was first launched at the North American International Auto Show in Detroit, heralding the revolutionary development of BMW's design language. Today, this process continues through production models. The new BMW 4 Series Coupé stands out in the high-end car segment and cements BMW's leading position in the international market.

It is understood that BMW's competition with its largest competitor, Audi, in the market segments is diametrically opposed, and the competition between the BMW 3 Series and the Audi A4 has continued for several generations. Each has accumulated superior popularity. Audi took the lead in replacing the A4Coupe with the A5, which put BMW under pressure. In the face of changes in its competitors, the BMW 4 Series came into being.

In fact, five years ago, the BMW Group had begun to lay out the niche market in China. BMW X6 officially listed in China that year, and later launched a series of 5 series GT, 6 series and other personalized models, hoping to fill 3 series, 5 series and other popular models can not cover the niche, personalized market. The listing of the BMW 4 Series Coupe will indicate that BMW will seek more shares in the new market segment.

A source close to BMW said: "According to the frequency of BMW Group product launches, the BMW 4 Series Convertible will be officially launched next year. At the same time, BMW Group is also brewing to introduce the BMW 2 Series, X4 and other models to the Chinese market.

According to statistics, the BMW 4 Series Coupé launches a total of four models, equipped with two 2.0T and 3.0T engines, and matches the 8-speed tiptronic gearbox, priced from RMB 596,000 to RMB 730,000. “We want to separate the 4 Series and the 3 Series as far as possible, as a competitive product in different market segments to compete in a larger market.” Wang Hong, Vice President of Sales, BMW China Automotive Trading Co., Ltd., interviewed by Beijing Business Daily According to the company, each model of the BMW 4 Series is equipped with three design kits for sports, luxury and fashion, further enriching consumers' choices.

With the acceleration of subdivided product strategy, BMW has maintained rapid growth this year in China. The data shows that in the first 10 months of this year, BMW Group has sold 317,800 vehicles in China, an increase of more than 20% year-on-year. However, compared with Audi's 399,900 vehicles sold in January-October, BMW still has a gap. In this regard, industry analysts believe that BMW will not be willing to create a greater gap with its competitors. Under market pressure, BMW can only accelerate the pace of subdivided product strategy. In terms of product segmentation, it is more radical than the competition to change the current situation of slower growth.

At present, in the luxury personalized segment of China, the only direct competition model of the BMW 4 Series Coupé is the Audi A5 Coupé. As a brand new model, although the BMW 4 Series Coupé does not have an advantage in terms of price, it is highly likely that it will occupy more shares due to its individual characteristics and outstanding athletic genes.