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fast technology reported on september 3 that gao xiang, president and ceo of bmw group greater china, said in a recent interview with the media that the current price war is unhealthy and unsustainable for car manufacturers, consumers and dealers.

gao xiang said that bmw has not made any official adjustments to the suggested retail price recently, and the main measure taken is to give dealers more flexibility in the second half of this year. they can independently decide the terminal retail price when selling according to market conditions, and the manufacturer has no right to intervene.

as for the future development of bmw, gao xiang believes that from the perspective of the long-term development of the chinese market, the good economic fundamentals have not changed. first of all, compared with the 600-700 cars per thousand people in developed countries, china's current car ownership is still relatively low, and the development potential of the chinese auto market is still huge.

"china's current residents' savings have reached 140 trillion yuan, more than ever before. the middle class continues to grow, and the middle class is also a potential customer for bmw," said gao xiang.

"all these give us the confidence to invest in the long-term development of the chinese market. over the past 30 years, bmw has developed rapidly in the chinese market and grown together with the chinese economy and society. bmw is a beneficiary of china's rapid economic development. we believe that the current challenges are temporary and we are full of confidence in the long-term development of the chinese market."

gao xiang also said that chinese consumers have much higher requirements for digitalization and intelligence than other markets around the world, and they accept it faster. the average age of bmw customers in china is 10-20 years younger than in other markets. most young users are "digital natives" who have been exposed to digitalization for a long time, so they naturally have higher requirements for digitalization.

however, in terms of the application of digitalization and intelligent technology, bmw will proceed step by step, will not use consumers as a testbed for technology, and will not apply seemingly cutting-edge but unproven technologies to bmw models. "you may say that some manufacturers are moving too fast, but bmw insists on providing customers with mature and safe technologies so that they can use them with confidence."