BMW (China) Automobile Trading Co., Ltd., founded in Germany in 1916, is one of the three major luxury car brands in Germany, starting from the manufacture of aircraft engines, one of the world's top 500 companies, and a world-renowned manufacturer of high-end sedans/aircraft engines/off-road vehicles/motorcycles
The BMW Group's long history began in 1916 and is headquartered in Munich, Germany, with 22 production and assembly plants worldwide and more than 103,000 employees. As the world's most successful and profitable manufacturer of premium cars and motorcycles, the BMW Group has been setting new sales records for several years in a row. In 2005, the BMW Group sold 1,328,000 vehicles, of which BMW sold more than 1.1 million vehicles (1,126,800 units) for the first time and the MINI brand sold 200,000 units for the first time, reaching 200,400 units. In addition, more than 97,500 motorcycles were sold. In 2005, the Group's total revenues amounted to 46,656 million euros.
Consistent adherence to the premium brand strategy is the cornerstone of the BMW Group's success. The BMW Group owns three brands: BMW, MINI and Rolls-Royce. These brands occupy the high end of the market segment, from small cars to large luxury sedans, making the BMW Group the only car and motorcycle manufacturer in the world focused on the premium segment. High-grade means added value. The BMW Group's brands each have a clear brand identity, and their products are rich in terms of design aesthetics, dynamic and dynamic performance, technical content and overall quality, so that these brands provide customers with tangible added value and win the hearts of car owners around the world.
The BMW Group started out as an aircraft engine manufacturer. BMW is an abbreviation for Bayerische Motoren Werke, and BMW's blue and white logo symbolizes the rotating propeller, which is a reflection of the company's early history.
In the BMW Group's internationalization strategy, the Chinese market occupies a very important position. BMW Group products began to appear on the Chinese market in the 80s of the last century. In April 1994, the BMW Group set up a representative office in Beijing, marking the BMW Group's official entry into the Chinese mainland market. Over the past 10 years, all three BMW Group brands have entered the Chinese market and are well-known and highly regarded.
BMW Brilliance Automotive Ltd. – the world's top premium car manufacturer
BMW Brilliance Automotive Co., Ltd. was established in May 2003 as a joint venture between the BMW Group and Brilliance Auto Group Holding Ltd., which manufactures, sells and provides after-sales services for BMW brand vehicles. The company's production base is located in Shenyang City, Liaoning Province, which has a strong industrial foundation, with a branch in Beijing, and a sales and service network throughout the country. By the end of 2014, the company had more than 14,000 employees.
Currently, BMW Brilliance Automotive Co., Ltd. produces three series: the BMW 3 Series (with standard and long wheelbase), the BMW 5 Series Li and the BMW X1. The all-new BMW 5 Series long wheelbase model was launched in China in August 2010 and has been well received by consumers and recognized by the market since its launch, with total sales of 107,844 BMW 5 Series units in 2012, marking the first time that a single model has sold more than 100,000 units in one year since BMW entered the Chinese market. The BMW X1 Brilliance was launched in China in March 2012 and became one of the three best-selling models of the BMW brand in 2012.
In order to meet the rapidly growing customer demand, BMW Brilliance Automotive Ltd. officially opened its new plant in Tiexi on May 24, 2012. Currently, the total production capacity of the Tiexi plant and the plant in Dadong-gu is 300,000 units. In July 2012, the sixth-generation BMW 3 Series was launched, offering two wheelbases. These products are the ultimate example of high performance and environmental friendliness with the full use of BMW EfficientDynamics technology.
In 2012, BMW Brilliance Automotive Ltd. announced plans to ramp up engine production. Construction of a new engine plant adjacent to the Tiexi plant has already started and is scheduled to start operations in 2016.
In April 2013, BMW Brilliance Automotive Co., Ltd. unveiled a new brand, ZINO. The new brand is a new milestone for the joint venture parties to move towards deeper localization development on the basis of long-term close cooperation and successful development. As a high-end car brand in China, Zhinuo adheres to Chinese culture and values, and has international technology and quality, representing high technology and high quality. The new brand's first product, the "1E" pure electric vehicle, was unveiled during the Guangzhou Auto Show. Currently, the model is produced at the Tiexi plant.
While maintaining rapid growth, BMW Brilliance has always adhered to customer orientation and provided strong support to dealers, and its customer satisfaction is among the best in the luxury car market. By the end of 2014, more than 460 authorized dealers and service outlets have been set up across the country, and four large-scale parts distribution centers have been established in Beijing, Shanghai, Foshan and Chengdu. It has 3 training centers in Beijing, Shanghai and Guangzhou, in addition, there are 15 training bases and 11 sheet metal spraying training points in the country.
BMW Brilliance Automotive has a long-term localization strategy. The launch of the BMW 5 Series Long Wheelbase for the Chinese market at the end of 2006 was a milestone in local production. In 2014, the number of local parts suppliers reached 280, with an annual procurement volume of 24.15 billion yuan. BMW Brilliance has been the largest taxpayer in Shenyang for eight consecutive years. The Tiexi plant has become the most advanced and environmentally friendly automobile factory in China, bringing BMW's localization to a new stage.
Since entering China, BMW has been striving to fulfill its solemn commitment to be rooted in China, fulfilling its social responsibilities as a corporate citizen, and continuously integrating into the development process of Chinese society, and has carried out a series of industry-leading CSR projects in three areas: resource innovation, cultural exchange and social integration, and education.
From BMW's high-efficiency power strategy and the application of new energy technology products, which are committed to promoting the healthy development of the automotive industry and the environment, to the new factory in Tiexi, which interprets the most innovative and environmentally friendly production concept today, to the industry's first "5S Dealer" certification, BMW has leveraged its own advantages and continuously promoted the sustainable development of Chinese society through resource innovation.
As an international company deeply rooted in its roots, BMW is committed to protecting traditional Chinese culture and promoting cultural exchange and social integration. Since 2007, BMW China Culture Journey has donated a total of RMB 8 million to 77 intangible cultural heritage items in urgent need of protection over the past eight years. At the same time, BMW has also actively contributed to the development of education in China, especially children's education, and the BMW Children's Traffic Safety Education has benefited 370,000 Chinese children over the past decade.
Since 2008, when BMW China and BMW Brilliance joined hands with the China Charity Federation to establish the China Charity Federation BMW Warm Heart Fund, the BMW Warm Heart Foundation has initiated and promoted a series of practical charity activities, such as the "BMW JOY Home" Child Care Program, the "BMW Joy for the Future" Student Program, and the "BMW Yushu Care Action", which have built an extensive and continuous platform for BMW family members, including BMW employees, dealers, and car owners. By the end of 2014, more than 250 BMW dealers and more than 65,000 owners and employees had participated in the relevant charity activities, benefiting about 91,000 people.
In addition, the BMW Sustainability & CSR Forum, which has been successfully held for two years, has also built a platform for enterprises, experts and scholars to collide and exchange ideas, gather wisdom from all parties, and discuss the new mission of corporate citizenship under the "new normal". In the future, BMW will continue to practice corporate social responsibility and drive a wider range of social forces to participate in it, jointly give back to society, and demonstrate the joy of innovation, dreams, responsibility and sustainable development.
BMW Brilliance Automotive Co., Ltd. is committed to becoming the most successful premium car manufacturer in China and leading the development of China's premium car market. The company will insist on introducing the latest products and the most advanced technology to the Chinese market. At the same time, as a responsible corporate citizen, BMW will continue to make unremitting efforts to achieve sustainable growth in China, and work with caring people from all walks of life to convey the joy of responsibility, create value, and enjoy progress together.
The meaning of the car logo
B.M.W. is the Bavarian car factory, and the colors and combinations of the logo come from the state coat of arms of Bavaria, where BMW is located (next to the BMW logo in front). BMW AG started its business by producing aero engines, so many people think that the logo represents a rotating propeller, but this is not the case, in fact, the meaning of the symmetrical graphic of the blue and white mark is very simple, the blue and white pattern is the state coat of arms of the state where the company is located, and it is used to remind BMW of the pure blood of Bavaria. The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and the spinning propeller, which symbolizes the long history of BMW, the company's leading position in aero-engine technology in the past, and the company's consistent aims and objectives.
