Frontier Innovation of the New BMW 7 Series —— Interview with Mr. Gao Le, President of BMW Greater China

Easy car original? From 1977, the first generation of BMW 7 Series was born, until the release of the new generation of BMW 7 Series, the importance of BMW 7 Series to BMW brand is beyond doubt. Every update of Series 7 is a transcendental evolution, which sets new standards for design, innovation and power, and integrates pure driving pleasure with comfortable riding enjoyment.

A few days ago, the new BMW 7 Series was listed in Beijing. In order to accelerate the electrification strategy, the innovative BMW i7 was presented to the world for the first time. This flagship model is also the fifth pure electric product launched by BMW Group in China.

Mr. Gao Le, President and CEO of BMW Group Greater China, took this opportunity to interview Mr. Gao Le, President and CEO of BMW Group Greater China, to learn about the new direction led by the new generation of BMW 7 Series.

The interview content is as follows:

Q 1 new BMW? The change of the 7 series can be said to be very bold, and this design can be described as amazing. For the flagship model such as BMW 7 Series, the design is extremely subversive and innovative. What do you think all this means to BMW?

Mr. Gao Le: As the flagship of BMW brand, the design of the flagship product is extremely important, and the promotion of the brand will radiate to other models in the whole series. Innovative design, technology configuration and other highlights. , will be extended to other models in the future.

For example, the first generation iDrive listed on 200 1 was first installed in the 7 series. At that time, it was a forward-looking design, and later iDrive sank into other models.

In addition, the flagship model will point the way for the entire BMW product family. For example, the new 7 Series adopts a brand-new design language for large luxury cars, such as split headlights, including the daytime running lights above, and there will be narrower far and near lights below, which is the front face feature of the brand-new luxury large car with high recognition. This design language, which was first introduced on the 7 Series, will continue to be used in other large luxury cars, such as the new X7 we will see tonight.

This front face design will lay the foundation for BMW's vehicle design at this level. In the next few years, we will see that 7 series and X7, 5 series and X5, 3 series and X3 will improve the visual recognition ability of different levels of vehicles.

At the same time, as a flagship model, the 7 Series is also a pioneer in the application of innovative technology. Today, you can see the BMW suspended giant screen for the first time, supplemented by Bowers &；; Wilkins 4D diamond surround sound system creates the effect of home theater. Surrounding interactive light strip and concealed air conditioning outlet are also the first applications of the 7 Series, and some design highlights will be applied to other models in the later period.

Besides, BMW? I7 will be a large luxury car class suitable for driving and riding, and its design and gas field are very suitable. This class of BMW? I7 has such a unique positioning.

Q2 Today, China is the largest single market for BMW 7 Series, and the average age of owners is even less than 40 years old. Domestic users who buy the 7 Series value the characteristics of the 7 Series, which can not only enjoy driving, but also ensure riding. Since the users in China are so young, and the 7 Series has changed a lot this time, has BMW conducted a user survey to make China users accept this car more quickly?

China is not only the largest market of 7 Series, but also the leader of the future automobile design trend. The engineering development of the brand-new 7 Series is in Germany, and the design inspiration comes from China. For the flagship product such as Series 7, we have done a lot of research, not only involving the investigation of existing customers, but also inviting the competing owners of the design studio, so we have collected a lot of feedback and demand.

By collecting a large amount of data, we can classify these car owners: the first kind of car owners don't drive very much, they just have a hard time getting a car, and they have their special needs; The second category is more and more customers who go to work by bus on weekdays and want to experience the fun of driving on weekends. We can't please everyone by designing models, so we must have a choice in positioning.

It can be said that a perfect commercial vehicle should not only have a strong gas field, but also have the feeling of coming, making people feel its arrival. Only in this way can we show the position and momentum that everyone needs, and at the same time, it is full of driving pleasure. The new BMW 7 Series can do this.

At the same time, it should be innovative or progressive in science and technology. Some people may think that this car has made a little progress and is not low-key. We can't do too many things at once. If we deal with too many things at the same time, we are sure to fail.

For this product, there will be such a situation: some people like innovation and dynamic, and these people will fall in love with this car at first sight; When this car is on the road for a few years, people who are a little more conservative will gradually fall in love with it-so all kinds of customers will fall in love with the 7 Series. I think, "there are two waves of 7 series love"!

Q3: i7, as a pure electric luxury car, is also an important step in the electrification layout, and still does not forget to emphasize the driving pleasure of BMW. But when it comes to large luxury cars, it is often the car of CEO and big boss, and it emphasizes the feeling of riding. For a pure electric product, how does BMW i7 balance large luxury and driving pleasure?

The power and acceleration of Mr. Gao Le's i7 are amazing. This car is obviously spacious and luxurious, and it also has racing pleasure. Although it is an electric car, you can feel the sense of movement quickly when you get started.

In the past, everyone talked about the positioning of BMW, which was a cliche. Now we are talking about "driving a BMW, riding a BMW".

Let's look at i7. Its space is very open, the material is very luxurious, and it feels very private after sitting in it, just like the feeling of cocoon, which many people didn't expect. BMW is composed of "pure driving pleasure", "ultimate driving machine" and "sense of movement".

And i7 tells everyone that all kinds of needs can be realized, including luxurious feeling, luxurious materials, sense of technology and sense of movement, which can bring surprises to everyone, and the comfort after sitting in it will surpass the past. During the research and development of this car, we paid special attention to the aspects that may not have completely convinced everyone in the past.

Luxury car customers in China are much younger than those in other countries. For example, German and American luxury car owners are all over 50, while China luxury car owners are all under 40. In this respect, science and technology play an important role, which we call technical charm.

This car is equipped with a lot of black technology and stealth technology. They are integrated into the materials used, which is not obvious at a glance. This pursuit can just adapt to the taste pursuit of China car owners. They may have a successful career, become famous, need a car to show their identity, realize the demand for gas field, and hope to get a high-tech experience. I7 can meet all needs, and through this technical charm, it can cut the taste preferences of China car owners.

Q4 BMW recently released BMW iX, but i7 and iX are different and independent, and i7 is sold in parallel with the 7 Series, just like the i3 and 3 Series that have been listed. Need to balance the value between traditional technology and new technology. How does BMW formulate the sales policy between fuel vehicles and electric vehicles?

Mr. Gao Le Today, even in the face of high-speed electrification transformation, no one asserts that all vehicles are electric vehicles at a certain time. Even whether electricity will be the ultimate solution for human-driven energy is inconclusive.

Now in the transition period to electrification, fuel vehicles will still occupy a large share and will not return to zero. At the same time, electric vehicles will also gain a bigger share.

Therefore, during the energy conversion period,