Author: Jiaxing Li

Absolute and powerful straight-line acceleration, impressive fake data, difficult-to-adapt kinetic energy recovery, and whisper-quiet “squeaky monster”… In our eyes, everything in the era of electrification comes too “fast”, breaking the physical laws of internal combustion engines with torque output, and ignoring the usability of human-machine interaction with the in-car screens, making it easy for every electric car driver and user to get “lost in themselves”.

Perhaps, as car consumers and enthusiasts, are we really about to indulge in this simple and tasteless “fun” and homogenized feelings? The BMW booth at the Chengdu Auto Show gave a negative answer.

At this year’s Chengdu Auto Show, BMW’s booth is the most capable of sensing the taste of change. BMW brought a total of seven new models, including the i series electric vehicle iX3, the personalized M sports department models X3 M/X4 M and M4 convertible, and the BMW fuel-powered models X3 /X4 and 4-series sedan. Build the “i M BMW” exhibition theme around three series.

How to choose between inheritance and innovation has always been a major problem that has plagued old car companies in the new era of electrification. Some choose to go “all in” on electrification, some rely on their “old base” to keep going, while others say they don’t want it but really do.

In my opinion, to be a true “wise person,” it is necessary to find one’s own advantages and positioning in traditional brands and technologies, apply these cultural brand spirits and innovative technologies to the era of electric intelligence, and pragmatically achieve breakthroughs based on the market. Of course, this requires extremely strong brand confidence and technological support.

Through the Chengdu Auto Show, BMW seems to have found the “solution” to face the alternating era and even comprehensive electrification with ease. The “dual competition” between BMW’s M and i series at the Chengdu Auto Show shows the “collision and integration” of extreme products representing two eras.

Perhaps we can also understand “i M BMW” as the spiritual core of the BMW brand that is both i (electric vehicle) and M (personalized sports). BMW’s ability to create exciting M Power and continue to make breakthrough innovations in the field of electrification stems from the fact that BMW has never relaxed its focus on brand style and culture.

Compared to those “followers” who have lost themselves in the era of electrification and hope to stand out in the “rough waters” of the market after entering, BMW firmly grasps its “soul” and tries its best to endow it to the innovative products of the era of change. Only in this way can the brand reputation be preserved.

In our opinion, as long as autonomous driving technology has not yet landed, we still need to rationally evaluate the driving experience of each car. Those electrified models of traditional automakers with mediocre driving feel, can only make us feel the endless sighs behind the brand, following the trend unwillingly.

Luxury brands can also make good electric cars

Compared to “magic oil-to-electricity conversion”, iX3, as the only pure electric model currently on sale under the BMW brand, has the reputation of X3 and the entire BMW brand SUV models. Relying on a clear product positioning, iX3 shoulders the responsibility of “exploring” for the iX series and even future electric models, and as BMW’s first electrified product to be launched in the brand-new electrification era, iX3 needs to prove the BMW Group’s capabilities and determination in the field of electrification to the world.

BMW knows very well that its electric SUV product must have a practical orientation towards comfort and intelligent experience because BMW’s M sports department has not yet made a move in the field of electrification.

Therefore, in the current BMW iX3 model, we can already experience the driving experience full of “BMW characteristics” and the very rare “solid” range setting in the market, as well as the better ACC usage experience than new forces. It is these tiny details that can truly allow Bimmer to experience the “emotional” side of BMW.

At the same time, in the previous iX3 test drive, its “adaptive regenerative braking” experience was excellent. It can judge the distance between the front car based on radar and cameras and automatically adjust the regenerative braking force according to the current speed, while ensuring a smoother driving experience, and improving the range and energy efficiency.

Regarding the setting of an electric car, BMW has its own understanding. Germans do not seem to want to break the excellent driving experience of BMW gasoline cars, but rather hope that their current electrified products can be accepted and quickly adapted by all drivers, and the number of this group is not small.

At the Chengdu Auto Show, BMW showcased the new BMW iX3, which boasts the fifth-generation BMW eDrive electric drive technology, achieving 93% motor efficiency and a range of 500 km under NEDC. The technology features permanent magnet synchronous motor without the use of rare earth materials, which aligns with BMW’s “all-in” sustainable development strategy.

As a mid-term facelift, the new BMW iX3 introduces an M Sport package, with similarly styled LED headlights and taillights to the X3. The interior includes a 12.3-inch touch screen and instrument display.

In the current electric car market, many traditional brands are extensively expanding their electrified products to grab market share with a “casting a wide net” approach, leveraging their brand reputation from the internal combustion engine era. However, BMW does not agree with this view. In BMW’s developmental philosophy, building a complete vehicle ownership ecosystem for electric vehicles under the premise of sustainable development is the goal to be achieved during the period of powertrain transition.

Therefore, BMW recently announced cooperation with third parties to expand green energy stations, with a plan to provide access to more than 360,000 charging piles, including 150,000 fast-charging piles by the end of 2021. The new BMW iX3 will also become the first BMW pure electric vehicle to implement a “plug-and-play” charging service.

In conclusion, while BMW’s electric vehicles may not yet hold the dominant position, BMW has already positioned itself by deepening its services-centric approach to build its electric vehicle brand reputation and to continue creating an exceptional driving experience in the electric era.

As the “old and new” transition period of gasoline and electric cars begins, choosing a BMW M Sport is also an excellent choice if the driving experience of electric cars with sport mode enabled may seem generic and unexciting. Every gasoline vehicle with high performance is worth cherishing during this transitional period.

Thanks to BMW M’s persistence in “driving pleasure,” BMW X3 M and BMW X4 M have been aiming at the “king” position in the niche market since their first launch in 2019. And the new X3 M and X4 M, which debuted and went on sale at this year’s auto show, have further upgraded their power performance and innovative technology.

As the most popular vehicle in the BMW M family, the BMW M4 Thunder Edition has been transformed into a convertible model with an innovative soft-top that reduces its weight by 40%. In this time of transition, a M Power model with both style and pure blood lineage is enough to ignite the passions of Bimmer and performance car enthusiasts in China.

In the golden age of gasoline-powered cars, BMW’s obsession led it to create a series of products that almost “obsessed” Bimmer for the pure driving feeling. At that time, BMW seemed willing to give up everything for the joy of driving. But as time goes by, BMW has given us more choices and imagination because BMW has always taken the question “Who am I?” as a mandatory answer, which is also a continuous process of self-discovery.

The “i M BMW” products of this age reflect the brand’s highest standards. BMW hopes to create more fun-fuel performance vehicles at this time of transition. However, BMW also has a sense of social responsibility as the world’s top brand, with decarbonization and sustainable development being the “humanistic care” on top of making cars the “ultimate goal” for BMW to “rise up” in the era of electrification.

As BMW’s soul, perhaps every BMW sports model we see today could be the “last carnival” of Bimmer in the era of gasoline-powered cars, and BMW is trying to make M Power create more value as much as possible in the time that gasoline-powered performance cars have left. But I don’t believe that the advent of electrification will darken M Power. On the contrary, I believe that the transformation to electrification will bring M Power another innovation.### Conclusion

Intelligent electric vehicles represent a “dual revolution” in energy and technology. While the “new forces” are more radical in their technological advances in the fields of intelligence and electrification, traditional giants in the automotive industry still need to take on the role of leaders in sustainable development. Regardless of the current stage of products, the ultimate goal of electric vehicles remains “green” and “sustainable.”

From BMW’s current layout in renewable energy and electric vehicle industries, as well as the innovative BMW iX that showcases BMW’s strength in intelligent electric vehicles, it is evident that as an old-fashioned automaker, BMW is unafraid of the arrival of the electrification era and has become a “top player” in the sustainable development of the auto industry.

Completing the electrification product matrix to gain more orders is indeed BMW’s top priority at present, but what BMW truly hopes for is to hold onto the intersection of the times and leave some beautiful memories for fuel enthusiasts and to continue to maintain its unique brand culture in the electrification era so that more Bimmers can continue to enjoy the happiness brought by “means of transportation.”

At this moment, we are being assimilated by the rapid progress of the all-around “electrification” of the auto industry. However, BMW’s theme of “i M BMW” conveys to us that BMW has never lost its self-identity, and in the future, BMW will still be that persistent young sportsman, with only an additional layer of responsibility.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.