Quality car selection： Can BMW Brilliance i5 stand out in the market？
On January 25th, the eighth generation BMW 5 Series was officially launched. As the mainstay of BMW brand, BMW 5 Series can meet users’ expectations for mid-to high-end luxury cars every time it is replaced. However, what is even more attractive is the BMW Brilliance i5 model which is listed together. As a pure electric version of BMW Brilliance 5 Series, it gives consumers more "green brand" choices while continuing the product strength of fuel version. So can the new car stand out in the market? This issue of "Quality Car Selection" will answer for you.
I. Basic Information and Product Highlights
BMW Brilliance i5, BMW Brilliance 5 Series and BMW Brilliance i3 are all built on the platform of BMW CLAR, and provide "luxury suit" and "M sports suit". It is worth mentioning that the BMW i5 (imported) car series has also listed an xDrive M60 model, with a price of 639,900 yuan, and friends with sufficient budget can consider it as appropriate.
For luxury brand models, consumers often pay attention to the individualization and differentiation of products and are willing to pay for products that meet their own needs and preferences. BMW Brilliance i5 provides domestic consumers with more in-depth and all-round customized choices, including car paint color, wheel style, seat material and interior trim strips.
In addition, the interior style and intelligence of BMW Brilliance i5 follow the top level of BMW 7 Series. Integrated suspended curved screen, embracing interactive light band and bright crystal ornaments complement each other in the front row, outlining a rich visual experience. At the same time, the BMW iDrive 8.5 version of the car machine system has the strength to compete with the new car-making forces in intelligent interaction.
It is worth mentioning that the BMW i5 is equipped with the same 31.3-inch 8K resolution OLED screen as the BMW 7 Series, which can support the online audio-visual entertainment function internally, and can also adjust the screen distance, tilt angle and screen ratio to achieve the best viewing effect.
Second, product competitiveness analysis
Judging from the pure electric medium and large car market, Beijing Benz EQE is undoubtedly the direct competitor of BMW Brilliance i5, and the Audi brand has not electrified the "Audi A6L" car series, so we chose Weilai ET7, which focuses on the high-end market, for comparison.
From the price point of view, the price of BMW Brilliance i5 top model has certain advantages, but the starting price is the lowest of Weilai ET7, and it also supports the sales of car/electricity separation scheme. In terms of the number of models, BMW Brilliance i5 offers four models to choose from, which is more than the three models of Beijing Benz EQE and Weilai ET7, so consumers have more choices.
Specific to the level of vehicle configuration, we selected the models with similar prices as possible. By comparison, BMW Brilliance i5 has little advantage over the other two models. First of all, BMW Brilliance i5 is comparable to Beijing Benz EQE in configuration, but the CLTC pure electric cruising range of Beijing Benz EQE model is even more outstanding, reaching the level of 700km+. Secondly, Weilai ET7 can be described as rolling BMW Brilliance i5 in all directions. It is not only equipped with dual motors, but also has a faster acceleration of 100 kilometers. Moreover, CLTC has a longer pure electric cruising range, not to mention the configuration. Independent brands have always been more kind than traditional luxury brands.
Third, product quality & service trend analysis
As a brand-new model, will BMW Brilliance i5 have hidden dangers of quality problems? In this regard, we will start with the failure problems of BMW Brilliance i3 model in the past year, and preliminarily predict the development trend of new car quality problems in the future by comparing the failure problems. As BMW Brilliance i5 and BMW Brilliance i3 are both built on the CLAR platform, they are deeply related and can be used as reference.
By screening the complaint data of BMW Brilliance i3 model in the past year, it can be found that the number of complaints about "battery cooling system failure" is relatively high. As BMW Brilliance i5 and BMW Brilliance i3 both use ternary lithium batteries from Contemporary Amperex Technology Co., Limited, and the battery cooling mode is liquid cooling, the above problems may still occur. However, the actual situation remains to be determined after it has been put on the market for some time.
With the continuous development of China’s automobile market, the level of brand pre-sales/after-sales service and the quality of purchase experience have gradually become an important factor affecting consumers’ final purchase. Therefore, based on the big data of car quality network, we will analyze the common service problems of brands in the past year to provide more objective reference for consumers to buy models.
From the point of view of service complaints, "inconsistent with publicity" has become a service problem in which car owners complain more about BMW Brilliance brand. Through further analysis, we can know that this kind of service problem comes from BMW Brilliance X3 and BMW Brilliance 5 Series.
In terms of measuring the after-sales service reputation of new cars, we will analyze the response of enterprises to complaints from car owners, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of Chezhi. com, the response rate of BMW Brilliance brand complaints in the past year was 99.9%, which was at the upstream level among luxury brands in the same period. It can be seen that manufacturers attach great importance to the demands of car owners.
Four, after-sales service policy and network distribution
In terms of after-sales service policy, the warranty of the 2024 BMW Brilliance i5 vehicle is three years or 100,000 kilometers.
After the vehicle is purchased, it is bound to involve the daily maintenance of the vehicle. At this time, the number and distribution of brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of Chezhi. com, BMW Brilliance currently has 723 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the Central Government, with a relatively large number of dealers in Zhejiang, Guangdong and Jiangsu provinces.
Summary:
As the wave of electrification intensified, traditional luxury car companies began to exert their strength. The arrival of BMW Brilliance i5 not only fills the family "I" series product matrix, but also explains to people what is the charm of electric luxury. However, because the domestic electric vehicle market is too involuted, BMW Brilliance i5 does not have much advantage in price and configuration. If the price can be lowered like BMW Brilliance i3 in the future, it will surely be more competitive at that time.