This year, BMW shouted the slogan of "go all out to electrify", and the word "go all out" is more than just a slogan for BMW, no matter from the vision of BMW's future night in 2023 or the performance of Shanghai Auto Show.
Qi Puce, Chairman of BMW Group, led half of the board members to Shanghai; BMW, MINI, BMW Motorrad and Rolls-Royce all appeared in the electric lineup on the first day of Media Day. The flagship top-class electric new car was launched in China, and the head of business in Greater China gave a speech in Chinese.
At the Shanghai Auto Show, BMW brought too many surprises to the China market, and also showed what a luxury brand leader should look like.
Electrical technology, digital technology and sports performance are indispensable.
On the day of the auto show, BMW brought three world first cars, namely the innovative pure electric BMW i7 M70L, the plug-in hybrid BMW XM standard red limited edition and the domestic innovative pure electric BMW iX 1. These three cars perfectly reflect how BMW deeply integrates electric and intelligent technologies and injects sports performance genes into them.
Innovative pure electric BMW i7 M70L is the flagship model of BMW Group in the electric age. Its fifth-generation BMW eDrive electric drive system is equipped with motors at the front and rear axle of the vehicle, which makes the comprehensive maximum output power of the vehicle as high as 485 kW, the peak torque as high as 1 100Nm, and the acceleration time of zero hundred seconds only takes 3.7 seconds. Coupled with the unique chassis adjustment of BMW M, the ultimate driving control belonging to BMW has been perfectly passed down.
Entering the car, the suspended giant screen, 5.5-inch armrest touch screen, embracing interactive light belt and many other technological configurations have brought a unique and extreme digital experience. Moreover, the demand of China users for digital experience was fully considered at the beginning of research and development.
For example, after in-depth market research, the digital team of BMW China upgraded the visual image of BMW's intelligent personal assistant, created an anthropomorphic "eye" design effect, and launched six emotional visual designs to make the interaction between users and vehicles more vivid and sincere.
Another BMW M high-performance model, the innovative BMW XM Label Red Limited Edition, uses plug-in hybrid power, which is the perfect combination of luxury, performance and personalization.
Its M hybrid drive system can generate the maximum power of 550 kW and the peak torque of 65,438+000 Nm in generate, and the zero-speed acceleration only takes 3.8 seconds. It is the most powerful high-performance vehicle in BMW M's history, and the specially customized matte carbon black exclusive painting shows its publicity personality.
The third innovative electric BMW iX 1, the world's first car, is a car with a deep China brand and a better understanding of China users. Take the lead in applying the ninth generation (BMW) operating system, and BMW China Digital R&D team is deeply involved in the definition, design, development and delivery of the whole life cycle. 70% of the functions of the whole system are customized and developed by local teams specifically for the needs of users in China.
For example, the ultra-long wheelbase of 2.8 meters or more brings China's unique extended rear space; The full-time online navigation system favored by China users is introduced, and the map interface is also designed based on the usage habits of China users, which can meet the driving needs of day and night and has a better visual experience; Thanks to the technical solution specially developed by China R&D team, the voice conversation between users and BMW Intelligent Personal Assistant is more natural and comfortable.
Of course, in addition to several most representative world premiere models, you can also see a variety of electric vehicles including pure electric BMW i3, i4, iX3, iX and plug-in hybrid new BMW M760Le on the BMW booth.
This year, BMW will also launch an innovative pure electric BMW i5 long wheelbase version. This means that in 2023, the new energy matrix of BMW brand will be able to truly cover all pure electric market segments.
Innovation makes BMW more attractive.
If the ultimate maneuverability and performance are the hallmarks of BMW in the fuel car era, then in the electric age, the unique digital experience is becoming a new label for BMW.
The BMW Dee digital concept car, which has already made a splash at CES, also came to the Shanghai Auto Show this time. It is equipped with BMW Panoramic Sight Bridge, an innovative technology that BMW Group will apply to a new generation of vehicles. With the popularity of large screens in cars, BMW has a unique experience in human-computer interaction through the industry-leading new generation of head-up display technology.
BMW Panoramic Sight Bridge projects information to the dark coating area on the lower edge of the windshield, and the projected image has better clarity and color sense, covering the entire width of the windshield and being visible to everyone in the car. Moreover, the information related to driving will just appear in the corresponding driving scene, and the driver's line of sight can always focus on the front.
You can also see a colorful BMW Dee digital concept car on the booth, and realize a 32-color color changeable body through full-color E Ink technology, demonstrating the application effect of BMW's innovative technology in the digital field outside the car. Moreover, careful observation will reveal that the body color of the Shanghai Auto Show is a unique Tang tricolor color scheme in China, which is also the ingenuity of BMW.
The MINI brand brought the family's first pure electric city crossover concept car MINI Concept Aceman to the auto show. It integrates rich functions on the circular organic light-emitting diode display screen, and at the same time, a cute MINI Spike appears, which is an intelligent personal assistant with the image of a British bulldog, making car interaction interesting and vivid.
In addition, we can also see many distinctive products on the BMW booth, such as BMW iX5 hydrogen fuel cell vehicle and BMW CE 04, the second mass-produced pure electric motorcycle. These all show the latest exploration achievements of BMW Group in the field of zero-emission travel.
Automatic laboratory observation:
As Qi Puce, Chairman of BMW Group, said, "China is the future", many new products and technologies brought by BMW Group at the Shanghai Auto Show reflect the importance of the China market. Zipzer also announced at the auto show that he would continue to expand the industrial chain advantages in China and speed up the layout of electric vehicles.
In the process of moving towards the era of intelligent electrification, BMW Group has shown us great brand and product charm. Nowadays, BMW Group, which has a profound heritage, is using the most sincere attitude, the richest product line and the determination to take root in the China market to prove to us that BMW has the ability to lead the luxury market and create new legends in any era.
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