BMW: Turning Brand Value Into Sales Performance
2007 is the most brilliant year in BMW history. In mainland China, sales of BMW and MINI brands reached 36357, an increase of 50%, of which 3 and 5 of brilliance BMW grew 47.39%. BMW's 7 series, X5 and X3 have taken the lead in their respective market segments. And brilliance BMW also built up three years in 2006, and made a successful turnaround.
Corresponding to the growth of performance, in the selection of the 2007 "China's top ten brand managers" held by the world manager, BMW has won the first prize of the brand, which is BMW's second consecutive year's award. In the category of off-road vehicles, BMW X5 took the first place of brand advocation, occupancy and preference three, which once again confirmed the good performance of this car in the market.
However, looking around the covetous competitors, the top executives of BMW do not dare to talk about wine. Although the annual sales volume of the 36 thousand vehicles has been achieved, it is still small compared with the astonishing 80 thousand cars of Audi. And last year, China's domestic Mercedes Benz began to put pressure on BMW, forcing BMW to readjust the Chinese market structure.
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