Core Viewpoint - BMW officially announced the launch of a direct sales model, set to begin implementation in 2027, marking a significant shift away from traditional dealership partnerships [1] Group 1: Transformation and Strategy - BMW is transitioning from a fuel-centric product era to a new generation of products, focusing on self-developed technologies such as the Panoramic iDrive system and sixth-generation eDrive technology [1] - The new generation represents a culmination of European automotive transformation, showcasing both ambition and a disconnect with global market trends, particularly in smart technology [3][5] - The new generation's energy performance is impressive, featuring an 800V high-voltage platform and an expected range of 900 kilometers, but its smart technology appeal is perceived as weak [3][5] Group 2: Challenges and Comparisons - BMW's new generation is likened to Volkswagen's ID series, facing challenges due to its European roots and a lack of software development capabilities [5][7] - Compared to competitors like Audi and Nissan, which have rapidly developed their new models, BMW's timeline has been slower, with the iX3L model only beginning testing in April 2023, despite the new generation platform being proposed in 2021 [7] - BMW's collaboration with Chinese partners has been less effective than that of its competitors, as its partner, Brilliance, lacks the competitive edge of other Chinese automotive firms [7][8] Group 3: Design and Market Perception - The design of the new generation has sparked controversy, particularly regarding the rear design of the 5 Series and the narrowed kidney grille, which reflects a struggle to balance tradition with modernity [8][10] - The narrowing of the kidney grille is a nod to BMW's historical design, but it raises questions about the brand's ability to innovate while retaining its identity [10][12] Group 4: Recent Developments and Market Performance - In 2023, BMW announced several strategic partnerships aimed at enhancing its technological capabilities, including collaborations with Alibaba and Momenta for AI and autonomous driving systems [14][15] - Despite a recent sales increase of 42% for Brilliance BMW, overall sales for BMW in the first half of the year fell by over 15%, indicating ongoing market challenges [15][17] - BMW's pricing strategy has shifted, with the 5 Series and 3 Series seeing significant price reductions, reflecting a reliance on competitive pricing to maintain market presence [15][17]