In recent years, I always feel that the BMW brand is not as important in everyone's hearts as it used to be. The feeling of being superior in the past seems to have faded a lot.
Just like my colleague Xiao Wang, he gritted his teeth and spent almost 400,000 yuan on a brand new BMW 5 Series some time ago.
As a result, another colleague, Xiao Li, curled his lips when he saw it, and said directly, I still spend hundreds of thousands to buy a BMW, just to install X. You see, the car has no intelligent driving function, it is just a brand. It is better to buy a domestic electric car, which has many functions a
In recent years, I always feel that the BMW brand is not as important in everyone's hearts as it used to be. The feeling of being superior in the past seems to have faded a lot.
Just like my colleague Xiao Wang, he gritted his teeth and spent almost 400,000 yuan on a brand new BMW 5 Series some time ago.
As a result, another colleague, Xiao Li, curled his lips when he saw it, and said directly, I still spend hundreds of thousands to buy a BMW, just to install X. You see, the car has no intelligent driving function, it is just a brand. It is better to buy a domestic electric car, which has many functions and a very big screen.
When Xiao Wang heard this, his face turned green. He was probably holding his breath and was too embarrassed to have an attack.
Coincidentally, the colleague who laughed at Xiao Wang had to take the subway every day and rent a house to live.
This thing sounds a bit embarrassing, but if you think about it carefully, it really illustrates some of the new changes in the current car market and the changes in people's views on cars.
In the past, buying a car, especially a luxury car, was really a status symbol. Driving it out gave you face, and what everyone valued was the aura brought by the brand, and the so-called driving quality brought by the three major items. But things are different now, especially for the younger generation of consumers. Their definition of a good car has quietly changed. Nowadays, smart technology, practical functions, and cost-effectiveness are becoming more and more important in their hearts.
You see, there are many domestic electric cars on the market now, and they make the cars look like large smartphones. What about automatic parking, the ability to automatically follow the flow of traffic when driving on the highway, the exaggeratedly large screen, and various voice control functions, almost everything you need can be clearly arranged.
Moreover, the prices of many cars are very affordable. For the same money, you can get a dazzling array of configurations and experiences on domestic cars. On the other hand, traditional luxury brands such as BMW, although they are still excellent in terms of mechanical quality and driving experience, they do appear to be a bit slow and even conservative in terms of these emerging intelligent configurations and black technologies.
Their selling points are still the classic driving pleasure, sporty handling, and long-standing brand heritage. Of course, these are still attractive to some loyal fans, but they are not so attractive to new consumers who pursue novelty and focus on actual technological experience.
As a result, consumers have a steelyard in their minds. I spend four to five million or more, whether to buy a brand and enjoy the superficial satisfaction, or to buy a domestic car with the same price or even cheaper, but which can bring me a lot of intelligent experience and convenient functions. This entanglement in choice has shaken the inherent impression that driving a BMW means success.
Some people may even think that spending a lot of money to buy a BMW with not so many smart features is a bit like wasting money, just to decorate the appearance, rather than truly enjoying the convenience brought by technology. This subtle change in concept is undoubtedly a huge challenge for luxury brands like BMW that rely on brand image to support premium prices.
The automobile market is no longer the past era where traditional powerful players had the final say. Consumers are getting smarter and know more and more what they want. They no longer blindly pursue big brands, but pay more attention to the actual value of products and the changes they can bring to their lives.
Domestic car companies have seized this opportunity, using rapidly iterative technology, more considerate services and products that are more in line with Chinese consumers' habits, quickly grabbing market share and completely changing people's perception of cars and consumption habits. Therefore, BMW’s brand power has experienced a serious decline in the past two years. Domestic electric vehicles are powerful and affordable. Behind this is not only simple product competition, but also a profound change in the entire automobile industry and even social consumption concepts.
Incidents like the one my colleague Xiao Wang encountered will probably occur more and more in the future. The matter of buying a car has gradually shifted from the previous focus on appearance to a focus on practicality and technological experience. This change is really quite big.
