BMW Tops Rolex and Apple as China's Most Desired Brand

[Jason]

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BMW Tops Rolex and Apple as China's Most Desired Brand

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It's no secret that China is BMW's next big frontier and the importance that the company places on the Chinese market is clear by its plans to debut the F10 M5 and 6-series coupe in Shanghai next month. But, the Chinese seem to love BMW right back.

According to Clear Asia, a Hong Kong based brand consultanting firm, BMW ranks first among the top 100 desired brands in China, beating out worldwide mega brands Apple and Rolex.

"BMW has a very strong and attractive brand personality in China," said Oliver Cartwright, Clear Asia's regional managing director in a statement. "It's seen as sexy and confident, exciting and sophisticated".

What about BMW's direct rivals? Mercedes ranked 8th and Audi ranked 12th. "Both brands are admired, but neither has the emblematic brand personality of BMW -- and having a very distinctive personality is key to being a truly desirable brand," explained Scott Davies, director at Clear Asia.

Globally, BMW was No. 3 behind Apple and Google in the worldwide survey conducted by Clear, parent company to Clear Asia.

Source: Autonews

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[SCOTT26]

In China we will also debut @ AutoShanghai the Chinese Market BMW 5er Li Plug-In-Hybrid Concept - 5er Li "New Energy Concept" .

As well as World introductions for the new BMW Concept M5 and the new BMW 6er Coupe. Also making their Asian debuts will be the BMW 1er Coupe Active E , BMW 6er Convertible , BMW 1M Coupe and the X1 28ixDrive.

Also in light with the term future megacities in which Shanghai is one such city. The BMW Vision Connected Drive Concept will make it's next appearance after Geneva in Shanghai.

[宝马.e90]

BMW is the most desired while Audi is sitting in 12th. When I was in Beijing last summer, the streets and parking lots were filled with Audi's. No matter where you looked, you would see A6's and A8's. I was quite surprised and fascinated at the same time. It's like here in Canada, you see Civic's and Corolla's. In Beijing, you see Audi's!

[1006will]

Originally Posted by 宝马.e90

BMW is the most desired while Audi is sitting in 12th. When I was in Beijing last summer, the streets and parking lots were filled with Audi's. No matter where you looked, you would see A6's and A8's. I was quite surprised and fascinated at the same time. It's like here in Canada, you see Civic's and Corolla's. In Beijing, you see Audi's!

thats because Audi is China's official car. All the governors and officers use Audi instead of Mercs or BMWs

[fratz]

what is a rolex without a bmw

[Raine]

Originally Posted by 宝马.e90

BMW is the most desired while Audi is sitting in 12th. When I was in Beijing last summer, the streets and parking lots were filled with Audi's. No matter where you looked, you would see A6's and A8's. I was quite surprised and fascinated at the same time. It's like here in Canada, you see Civic's and Corolla's. In Beijing, you see Audi's!

Yeah you actually see a lot of Audi in China.

[esqu1re]

They build Audis in Shanghai as well. I'm not certain of this, but I think all the BMWs are imported. A truly foreign car has more cachet in China (from my experience), so that may explain why BMWs are a more valued brand. MB is also imported (I think), but I think they're more associated with old money....and China is all new money right now.

[cs4444]

There may be a lot of Audis in China, but over that last year BMW has been growing at twice the rate of Audi in China, and will more than likely overtake them in that market in the near future.

[beamer]

Originally Posted by SCOTT26

In China we will also debut @ AutoShanghai the Chinese Market BMW 5er Li Plug-In-Hybrid Concept - 5er Li "New Energy Concept" .

Does this image suggest that LED lights will be an option on the 5 series soon? Interesting how these lights have a gap like on the 6 series coupe, yet the turn signals appear to be in their original place on the side.

[the infamous...]

impressive.

[SCOTT26]

Adaptive LED technology starts with the BMW 6er and will filter across the entire BMW model line eventually, After the 6er the next BMW's to introduce Adaptive LED Technology will be two of BMW's most significant cars the new BMW 1er and BMW 3er.

The image is not official as the artist is suggesting via the Active E and Active Hybrid how the car will supposedly look when it is shown next month.
But the 5er will get Adaptive LED technology. But possibly not the indicators under the headlights. The next 3er Coupe receives them , though.

[JIM E92]

I'm very surprised it was not Buick. Those Chinese love Buicks for some reason.

[positiveions]

well at least BMW is more desirable than Lambo
Check out this link: http://www.worldcarfans.com/11103163...-service-video
I just started laughing when I saw that video

[d3l0n]

LCI headlights already?
I hate getting first year models! :-/ lol

[beamer]

Originally Posted by SCOTT26

The next 3er Coupe receives them , though.

Interesting. The coupe / sedan differentiation is becoming more pronounced with each generation. Only a couple more years until we get to see it.

[excoupe]

Originally Posted by esqu1re

They build Audis in Shanghai as well. I'm not certain of this, but I think all the BMWs are imported. A truly foreign car has more cachet in China (from my experience), so that may explain why BMWs are a more valued brand. MB is also imported (I think), but I think they're more associated with old money....and China is all new money right now.

BMW builds cars in China in a 50:50 with Brilliance Automotive.
http://www.bmw-brilliance.cn/cn/en/com_wwd.html

I don't know who the 2500 people surveyed were, but as previous posters have mentioned, Audis are kind of a stodgy government-mobile, and MBs tend to be associated with business tycoons. (Very few C-Class, mostly S-Class from what I've seen in China) Your average upwardly mobile consumer (i.e.: Someone who can conceivably buy a BMW at some point) probably likes that BMW has none of that baggage, along with it's sporty cachet, and accessible options like 3-series / 5-series.

[Undies]

BMW translated in chinese is prized horse.

[Diver]

It's always interesting to hear from Scott26.

[manicm]

BMW behind Google? That's obscene!