Under the guidance of BMW Group’s new “first strategy”, BMW actively promotes China’s “2+4” strategic initiative, fulfills its commitment to the Chinese market, continues to promote large-scale luxury car product offensives to sharpen its brand image, and is committed to serving customers Provide exclusive luxury experience to achieve sustainable development. As a new interpretation of “in China, for China” and “customer-centric”, the new BMW 7 Series Huacai Huiyao Collection has its debut in Chengdu. The car was jointly created by BMW and the Academy of Fine Arts of Tsinghua University. The design principle is “beyond the image, the beauty is invisible” and the core value is “harmony”. The fusion of craftsmanship and symbolic elements of traditional Chinese culture demonstrates BMW’s ultimate taste and pursuit of modern luxury and oriental aesthetics, and is a model of aesthetic value in the new era.
“Joy” is the core of the BMW brand. This collection model adheres to BMW’s fully customized service concept, integrates the beauty of the East with BMW Joy, and tempers the ultimate taste of “Oriental Joy” through modern language, leading the way with advanced aesthetics. fashion of the times. “China is the largest market for the BMW Group in the world. BMW has been deeply researching the luxury consumption trend in the Chinese market to make BMW more suitable for China’s consumer demand,” said Dr. Liu Zhi, President of BMW (China) Auto Trading Co., Ltd. Expressing individuality to demonstrate personal taste has become a new connotation of “luxury” in today’s era, and BMW’s “Joy” is constantly changing and advancing with the pace of the times. We hope that by continuously improving the emotional resonance between the BMW brand and customers, Continue to lead the development of the luxury concept.”
With innovative thinking, integrate the beauty of the East, and interpret modern luxury
Absorb the concept of modern design and extract the essence of Chinese culture. The New BMW 7 Series Huacai Huiyao Collection Edition was jointly launched by BMW and Tsinghua Academy of Fine Arts led by Dean Lu Xiaobo. The research and development lasted 12 months and brought together a variety of top traditional crafts. It can be described as an art treasure that combines ancient and modern, Chinese and Western . The design of the vehicle is inspired by traditional Chinese aesthetics, with the “landscape and cloud” pattern as the design element, creating the artistic conception of mountains and rivers that Chinese people have always liked, and fully embodying the oriental aesthetic values of “harmony and elegance”. At the same time, Chinese cultural symbolic elements such as jade ring patterns of the Han Dynasty, Jilan porcelain, and Jiangzhen incense are selected, combined with ingenious production techniques such as embroidery, lacquer, and mother-of-pearl, to demonstrate BMW’s deep understanding of Chinese culture with innovative thinking. Throughout the whole car, every design from the exterior to the interior has been exhausted, every craft is shining, and every detail is shining.
The appearance design of the collector’s edition model runs through the oriental design concept of “beyond the image”. The body adopts a specially customized red exterior paint, which draws color matching inspiration from Jihong glaze. The color is majestic and magnificent, showing the rich colors and vigorous vitality of Chinese culture. The C-pillar is printed with the jade ring pattern of the Han Dynasty, inspired by the chilong-shaped jade ring of the Han Dynasty, and equipped with cloud pattern elements, implying that the dragon soars across the world and can be controlled freely. The BMW Logo is made of blue porcelain and white porcelain. The blue porcelain has gone through 72 processes, and each piece is precious. Selected white porcelain and blue porcelain complement each other, which is dazzling. The brocade-like rays of light can be seen in detail.
The beauty of Chinese traditional culture emphasizes the harmony between man and nature, and a self-contained pattern. The interior design of the Collector’s Edition is harmonious and elegant, “a universe hidden inside”. The interior space draws on the traditional central axis layout, moving forward like a Danbi stone in depth, and then unfolding to the left and right, showing an extraordinary magnificence. The interior color is based on smoky white, leaving unlimited room for imagination in the blank space. The armrest of the central axis adopts traditional embroidery techniques. In order to create a peaceful and far-reaching atmosphere in the car, 4 kinds of gray silk threads with subtle color difference are selected from more than 4,000 kinds of colored silk threads to match them. Layers of smudging are layered like the traditional techniques of Chinese painting, and subtlety can only be seen from near and far. The safety belt adopts random stitching technique to ensure the smartness and exquisiteness of the pattern, and the silk handrail is made of 30-year-old Kesi silk, which is woven with the pinnacle of craftsmanship to create a warm and moist temperament.
The interior of the car is decorated with decorative panels made of natural lacquer. The overall shape is simple and elegant, creating graceful landscape and cloud patterns in light-colored tones. Open the armrest box, the mother-of-pearl reflects a mysterious and gorgeous luster against the backdrop of red lacquer. The front armrest box is inlaid with mother-of-pearl pattern of French thread, implying good luck, and the rear armrest box is decorated with mother-of-pearl pattern of vase, implying the peace of the world. The roof armrests on both sides of the car are made of centuries-old real fragrant wood, which is carved and polished by hand, making the car interior fragrant and leisurely.
Meet the needs of Chinese customers and provide exclusive luxury experience
What BMW advocates is future-oriented luxury. Future luxury will be customized and personalized, and Chinese customers’ demand for personalized luxury is also increasing. From 2015 to 2019, in just five years, the number of personalized customized parts delivered by BMW to Chinese customers has increased by nearly 14 times. As the first luxury car brand to provide fully customized services in China, BMW has always adhered to the “customer-centric” development concept. Through product and service upgrades, BMW has been able to better meet the needs of Chinese consumers and provide Chinese customers with more unique tastes. Art and luxury experience. The BMW 7 Series is the only model in its class that can be fully customized, and the new BMW 7 Series Huacai Huiyao Collection, as a model of BMW’s complete customization, is a sensual presentation of Chinese culture, and it is also a high-end customization for Chinese customers. The ultimate expression of need.
The debut location of the new BMW 7 Series Huacai Huiyao Collector’s Edition – BMW Authorized Dealer Chengdu Baoyuanhang, is another perfect interpretation of BMW’s “customer-centric” concept. The store adopts a new design and integrates “digital technology” into the customer experience journey. The product display area adopts the concept of “boutique shop division”, and the scene-based exhibition area design is carried out according to the positioning of different product series and models. The exclusive exhibition area of ”Large Luxury Cars” emphasizes exclusivity and personalized customization, and provides customers of large luxury cars with the ultimate luxury experience extending from products to after-sales service.
Pay tribute to Chinese culture and highlight the spirit of the times
As the flagship model of the BMW brand, the new BMW 7 Series represents BMW’s in-depth thinking on customer needs and independent thinking on the future of the industry. Bring the top exclusive luxury experience. The new BMW 7 Series Huacai Huiyao Collection model perfectly integrates the long-standing traditional Chinese culture and craftsmanship with the century-old BMW car-making spirit with an innovative design concept, highlighting the contemporary Chinese spirit of the times from a special angle. It is a unique way for BMW to pay tribute to Chinese culture, and it is also a perfect embodiment of BMW’s display of modern luxury.
BMW has been associated with Chinese traditional culture for a long time. The “BMW China Cultural Journey” launched in 2007 aims to explore and protect traditional Chinese culture and intangible cultural heritage skills. “, to build a social bridge for “intangible cultural heritage to enter modern life”. The launch of the new BMW 7 Series Huacai Huiyao Collection Edition is also a perfect interpretation of the BMW Group’s promotion of creating “shared value” in the field of corporate social responsibility. This model will be open to visit at the BMW booth during the Chengdu Auto Show as a special exhibit, allowing more Chinese customers to have a glimpse of its style. At the same time, the new BMW 7 Series Huacai customized limited edition inspired by the collection of art cars will also be launched in China at the Chengdu Auto Show, providing customers with unique tastes with an extraordinary Chinese luxury exclusive experience.