With the help of the Sino-German electric vehicle cooperation project, BMW wants to catch up with Tesla in China.
It is reported that in September this year, BMW i3 pure electric car and plug-in hybrid sports car i8 will officially land in the Chinese market. On the basis of the construction of charging piles, BMW clearly stated that i3 and i8 will be specifically designed for the Chinese market and will be consistent with Chinese national standards.
On this issue, Tesla is ambiguous. It is precisely because of the delay in the construction of the service center and the charging station that the delivery cannot be delivered on time, which has caused a series of disputes and contradictions between Tesla and Chinese car owners.
“Buffet draws on European and American experience and cooperates with the government, power grid and other OEMs to strengthen China's national standard construction.” Recently, BMW (China) Trading Co., Ltd. China Electric Vehicle and BMWi Director Gu Wenlong told the reporter of "Daily Economic News". He has no intention of avoiding the competitive relationship with Tesla, but at the same time, he emphasizes the advantages of traditional automakers in the industrial chain of dealer network, maintenance and used car service.
Cooperate with Yiyi to launch “Easy Leasing”
Recently, at the i-brand after-sales service held in BMW China, Gu Wenlong announced BMW China’s “360° Service Electric” plan, which said that it will be from home charging, rescue and after-sales maintenance, financial leasing and used cars. The BMW i3 and i8, which will be listed in China, will provide services. BMW has highlighted the two new financial products for the i brand that are easy to select and easy to lease.
The reporter noted that Tesla had previously cooperated with China Merchants Bank to carry out credit card installment payment credit services, and cooperated with AA car rental to launch a minute rental experience model.
In BMW's financial solutions, financial products for the i brand are clearly more inclined to private purchases and car services. In the easy rental service, BMW chose to cooperate with a car rental. “When customers have long-distance travel demand, a car rental will provide a 3-day rent-free period for i-model customers and provide a cash discount, which will solve the car demand for long-distance driving in the short-term.” BMW Automotive Finance Operations Manager Shi Feng said.
For the above-mentioned car rental service, Gu Wenlong bluntly, mainly to solve the inconvenience that electric vehicles bring to users, "the disadvantage of electric vehicles is that the cruising range and service network are limited."
The reporter noted that the above financial plan is different from the practice of BMW Brilliance electric car brand. Last year, BMW and China-based joint venture company Brilliance BMW jointly launched a joint venture brand of Novo, and launched the concept of “luxury electric car brand” in the form of leasing.
Maintenance costs are lower than traditional cars At 4 pm on July 10, a Tesla sports car crashed in Beijing. Although there were no casualties, the vehicle was seriously damaged in the accident. It was not until 8 pm that the owner decided to let the crane lift the accident vehicle. Because the rescue time dragged on for too long, the accident caused great concern on the Internet.
“Electric vehicles are new things. People are not familiar with them in all aspects. Therefore, we have considered road rescue services, etc.” Cui Yuanzhe, senior manager of new brand after-sales service and project management, BMW Brilliance Automotive Co., Ltd. BMW will place an electric vehicle rescue manual in a clearly marked location.
In addition, the reporter learned that compared with the traditional internal combustion engine vehicles, the maintenance and maintenance of the BMW i model can reach a level that is basically flat or even lower.
According to Cui Yuanzhe, taking BMW i3 as an example, due to the cost-effective maintenance method, the maintenance cost based on the small accidents of small parts damage and the large accidents of structural damage are comprehensively compared, and the maintenance cost is basically the same as that of BMW 320Li.
“And the maintenance cost of BMW i3 is lower than that of traditional diesel locomotives by 20%, and the maintenance cost of i8 is lower than that of traditional diesel locomotives by 40%.” Cui Yuanzhe told reporters, “We provide 8 years or 100,000 kilometers of free batteries for BMW i brand models. Maintenance, this is mainly to send a signal to consumers that we are confident to provide full lifecycle service for this electric vehicle."
In the second-hand car trading session in the whole life cycle, BMW has also incorporated the i model into its business scope.
According to industry analysts, Tesla is regarded as "the product of Internet thinking", while BMW i is the continuation of the life of the traditional automobile industry. The electric car boom triggered by Tesla has stimulated the sense of crisis of traditional car manufacturers, but the sales link is only the beginning of the competition of car dealers. After-sales service will also affect consumers' final choice to a large extent.

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