Feng Shuai: Of course what I said is right.

Shao Bin: "In the future, customers' needs will be more subdivided and personalized. Unique design and advanced technology will become the most important driving force for the development of luxury cars. The new BMW model shows this feature. "

Feng Shuai: "Yes, Manager Shao is right."

Shao Bin: "Of course what I said is right."

On the BMW booth of Guangzhou Auto Show in 2020, one is the president of BMW (China) Automobile Trading Co., Ltd. and the other is BMW? DESIGNWORKS designers, the two of them continued the humorous opening of this year's Beijing Auto Show. Before the new car came on stage, the first set sounded harmonious and comfortable The difference is that the protagonist of this auto show was replaced by an innovative BMW? 2 series four-door coupe, innovative pure electric BMW? IX3 and the new BMW? 4 series convertible coupe.

Do you like roses with thorns?

Feng Shuai launches innovative BMW? The 2 series four-door coupe is described as a thorny rose.

Usually, designers will use all kinds of animals full of impact or buildings with high-end properties to describe vehicles, but it is the first time to compare products to plants.

Considering its subtlety, it is probably that both animals and buildings have certain restrictions on the user groups. But roses don't. All people who are passionate about emotion or romance will accept roses. And roses have warm red roses, blessed yellow roses, unique purple roses, pure white roses, gentle black roses, youthful orange roses and kind blue roses ... these seem to indicate innovative BMW? The 2-series four-door coupe can be easily satisfied when facing the personalized pursuit of market diversity.

Obviously, Feng Shuai revealed his confidence in BMW intentionally or unintentionally in The Thorny Rose.

Although this is the first time that BMW has introduced the concept of four-door coupe into BMW's compact model, there are already Mercedes-Benz CLA four-door coupes in luxury brands of the same level. But for BMW, it is more important to attract more users' attention and meet the needs of more users.

Although roses are good, they have thorns, which means innovative BMW? The 2 Series four-door coupe needs a certain threshold. The pre-sale price of 270,000 shows that this 2 Series will not repeat the mistakes of the 1 series that went on the market that year, but will meet the user's segmentation needs in a more purely personalized and sporty field.

It is a 2.0T four-cylinder turbocharged engine, which is an inevitable threshold for a coupe identity model. The latest family-style design is only the foundation, and the light vein trim is given by BMW to innovative BMW. The new concept of 2 series four-door coupe.

"BMW will never be a doll." Feng Shuai said.

"But is this light vein decoration original, or is it an existing term in the industry?" Shao Bin asked.

"This is our original." A proud smile appeared on Feng Shuai's face.

Seventh generation BMW? IDrive human-computer interaction system is a small step on the road of BMW's digital transformation, and now it is innovating BMW? The appearance of the 2 Series four-door coupe means that compact luxury cars that emphasize performance will no longer weigh the sense of sports and technology as in the past, but truly perceive what young consumers of contemporary luxury brands care about: everything.

Shao Bin asked Feng Shuai, "Do you like roses with thorns?"

Feng Shuai replied, "Very much."

Sports BMW or Digital BMW?

According to the plan, by 2023, BMW Group will provide as many as 25 electric vehicles, and by 2030, 7 million electric vehicles will be on the road. But does this plan only exist in the production of pure electric vehicles?

For BMW, no.

/kloc-at the beginning of 0/0, BMW held an online digital media communication meeting. This year, BMW launched the largest remote software upgrade service for European automakers to date, said Gao Le. There are 500,000 vehicles in the global market equipped with the seventh-generation BMW? IDrive cars are involved, including more than 200,000 cars in the China market.

165438+1At the beginning of October, BMW released the most creative six-episode documentary in the history of the automobile industry: iNEXT Exploration Tour. Please allow me to stand up straight and play these six documentaries for you. If you have the patience to watch the English subtitles of BMW International official website, listen to the English dubbing with German accent and seriously appreciate the black humor, you will find that for BMW, digital transformation exists in the hearts of every BMW employee. The development of I brand is not only a chess game of BMW in the field of luxury brand new energy vehicles, but also a plan and guidance for future automobile development.

Of course, if you have the opportunity to innovate a pure electric BMW of 469,900-509,900 yuan? IX3, you can experience the digital technology of BMW. After all, it is better to buy a car.

As for the balance between sports and digitalization in the future development, have you seen that brand-new BMW? The 4 Series convertible coupe will understand that in BMW's eyes, no matter what the future development direction is, luxury will always be the root and will never conflict with change.

Note: The above pictures and videos are all from car life shooting.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.