Core Insights - BMW has reached a record high of €9.1 billion in R&D investment, focusing on the "new generation models" set to be mass-produced in China next year [1] - The "new generation" represents the third phase of BMW's transformation strategy, which aims to rethink the core of automotive design with an emphasis on electric mobility [2][11] - The company is facing significant challenges in the Chinese market, with a 17.2% year-on-year decline in sales, indicating a need for strategic adjustments to regain market share [12] Group 1: Transformation Strategy - The transformation strategy consists of three phases: the initial "Project i" for electric vehicles, followed by models with diverse powertrains, and culminating in the new generation models that incorporate advanced technologies [1][2] - The new generation concept car features a distributed four-motor system capable of delivering 18,000 Nm of wheel torque, enhancing performance and stability [8] - BMW's approach to intelligent cockpit design emphasizes a balance between physical controls and digital displays, aiming to improve driver focus and interaction [10][11] Group 2: Market Position and Challenges - BMW's sales in China have been significantly impacted, with the company selling 155,000 vehicles in Q1, marking a 17.2% decline, making it the largest single market for sales drop [12] - The luxury car market in China is increasingly competitive, with local brands redefining luxury standards through advanced technology and features [12][16] - BMW's strategy to counteract these challenges includes a "car sea" tactic, planning to launch over 40 new models globally in the next three years to cover various market segments [12][16] Group 3: Localization and Technology Integration - BMW is focusing on deep localization in China, incorporating mainstream technology solutions and collaborating with local firms for software and battery development [16] - The company has established three software companies in China to enhance vehicle software development and customer experience [16] - BMW's new generation operating system X has 70% of its source code developed and optimized in China, reflecting a commitment to local market needs [16]
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