BMW MINI: Home in China? I'm just saying.

Nowadays, words such as "racial discrimination" and "worshipping foreign things" are so sensitive, not to mention that in this special city of Shanghai, BMW MINI can only be said to be testing the bottom line of Chinese people.

On April 19, BMW MINI booth at Shanghai Auto Show distributed free ice cream, treating China people and foreigners differently.

The BMW MINI booth was treated differently, which triggered a heated discussion among netizens.

I don't know if you two are going to put aside Sichuan opera and make a new face. Turning your face is faster than turning over a book.

Or is your box the magic pocket of Doraemon? I dare to meet foreigners and suddenly become ice cream.

On April 20 th, the ice cream at the BMW MINI booth was removed.

In the afternoon, BMW MINI officially apologized.

BMW MINI official Weibo

Some netizens spit out their poor public relations skills and ridiculed: "It's not as good as Ai!"

After the official apology was spit out by netizens, on the morning of April 2 1, BMW MINI publicly apologized again. However, BMW MINI's explanation for this matter is: "This is to reserve some ice cream for foreign colleagues who are very hard at the scene."

BMW MINI official Weibo

Not to mention whether "foreign colleagues" are true or not, even if they are true, I have never seen any brand distribute employee benefits at the event site, and it is based on sacrificing the interests of customers. The customer is God, this sentence is not just an expression. )

Netizens really don't buy it and express their opinions one after another. It can only be said that the apology of BMW MINI is getting darker and darker.

On April 2 1 day, relevant data showed that BMW's share price fell by more than 3%, mainly due to the "ice cream incident", or the whole market was not impressive. It is impossible to draw a conclusion at present.

BMW shares fell more than 3%

In addition, the China market contributed 33% of BMW's sales. In 2022, BMW Group delivered about 792,000 BMWs and mini-cars in China market. Obviously, for BMW, the weight of China market is still relatively heavy.

More ironically, in April of 17, Gao Le, a BMW executive, once said at BMW's "Creative Future Night": "BMW's home is in China, not in its mouth, but in its heart." Home in China and so on.

Say nice things, but turn around and treat China consumers like this. This time, the majority of netizens saw the true face of BMW MINI.

Nowadays, words such as "racial discrimination" and "worshipping foreign things" are so sensitive, not to mention that in this special city of Shanghai, BMW MINI can only be said to be testing the bottom line of Chinese people.

Racial discrimination is common, and many brands are doing some small tricks in the dark. For example, in the promotional pictures of new model products released by Dior a while ago, the model's "squinting" action clearly shows discrimination against Asians, enlarges the stereotype of Asians, and shows great disrespect to China consumers.

Dior's new product promotion map

However, apart from blaming the BMW MINI, we also need to think clearly that BMW cannot dominate the world within the territory of China. China people turn their elbows outwards, which is really hateful.

Some netizens said: "Some people can't stand up after kneeling for a long time." The "cultural inferiority complex" and "worshiping foreign things and obsessing foreign things" in the bones are extremely sad.

Just like there will always be such a voice around him: "He came back from studying abroad, which is amazing." "This is imported, not in China." And so on, the influence of old ideas can be seen how big it is, and it still exists today.

It is really terrible that enterprises subconsciously instill "the necessity of treating their compatriots differently" in the cultivation of corporate culture.

Since the country has developed, what is needed internationally is respect and cooperation, and what is needed domestically is unity and cooperation. We have the right to resist any foreign-funded enterprises that don't respect China and prohibit the existence of any arrogant and rude corporate culture.

This article is from New Hydrogen Year Automobile, written by Che Yi, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.