It is reported that BMW's joint venture project in China is still dominated by BMW Brilliance. To maintain the leading position of BMW Brilliance, it is still centered on BMW Brilliance. However, in its official statement, it also said: It is starting to open the strategic planning and global layout for the MINI brand. This includes diverse partners and new modes of cooperation.
The following is an official statement issued by BMW in China:
In the new first strategy of the BMW Group, we have emphasized that the BMW Group will give full play to the advantages of its brands and strengthen its commitment to China. Of course, this is inseparable from the support of our domestic partners.
The global success of the BMW brand comes from global operations and a global production network that is gradually expanding. This feature is especially reflected in the Chinese market. Over the years, we have teamed up with our Chinese joint venture company, Brilliance BMW, to write an extraordinary success story in the Chinese market. Today, the cumulative sales of the BMW brand in China has exceeded 3 million, and the Chinese market has become the largest market for the BMW brand in the world.
From the perspective of production network layout, nearly half of the BMW brand cars are now produced in countries and regions outside Germany. The annual production capacity of BMW Brilliance BMW has exceeded 300,000 units last year.
Next, we will continue to invest in the joint venture with our joint venture partners to continue to advance their business.
At the same time, we are also working on the strategic planning and global layout for the MINI brand. This includes diverse partners and new modes of cooperation. At present, the MINI brand has an annual sales volume of nearly 35,000 units in the Chinese market (2016 data), ranking fourth in the MINI brand global market, behind the United Kingdom, the United States, and Germany. Further development of the MINI brand in China is inseparable from the support of local partners.
Our strategic direction for the MINI brand emphasizes the global potential of the MINI brand. This of course includes continued investment in our existing infrastructure in the UK; we will have more new products and investments in the UK in the coming years.
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