BMW responds to being named on March 15th.
Sincerity.
Last year, BMW, the "sales champion" in the BBA, was unexpectedly named in the "315 Gala."
According to the "Alarming BMW Driveshaft" special report on the 315 Gala, many new BMW 530Li cars had abnormal noises in the driveshaft shortly after delivery, with sharp friction and metal impact sounds when shifting gears. The head of the 4S store stated that BMW is currently optimizing the driveshaft, and owners need to be patient.
In response, BMW Group told Wall Street News that they are actively addressing the issue.
Subsequently, BMW China further stated that for some BMW 530Li users who raised concerns about "driveshaft abnormal noises," technical inspections have been conducted, confirming that this phenomenon does not affect driving safety and can be resolved through repairs, with BMW covering all related costs. Further technical reviews and in-depth analysis will be carried out.
Despite BMW's repeated apologies in their response, this is not the first time BMW has been criticized for driveshaft issues. Previously, BMW initiated multiple rounds of recalls due to this, involving some imported BMW X5 and X6 series, M3 and M4 series, totaling 80,000 to 90,000 units. In the recall records, BMW acknowledged design flaws.
According to BMW Group's recent financial report, China remains its largest sales market, contributing 824,000 units last year, far surpassing the second and third places of the United States (395,000 units) and Germany (281,000 units).
The importance of the Chinese market to BMW is self-evident, and BMW has been increasing its presence in China in recent years, proposing the slogan "Home in China, Carved in the Heart," aiming to maintain its position and scale in the luxury car market in the country. Therefore, in 2022, BMW will increase its stake in BMW Brilliance Automotive in China from 50% to 75%.
Today, China is not only BMW's largest single market globally but also its strongest point for electrification. With the i3 and iX3 pure electric products, BMW has become the leading traditional luxury car brand in new energy vehicle sales among the BBA.
Facing this crucial market, BMW must approach it with sincerity and respect to win the trust of car owners. Behind BMW, domestic independent brands focusing on service and technological advancements are seeking breakthroughs to disrupt the traditional BBA landscape.