BMW Studies China To Forecast Consumer Trends
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BMW is studying ways to meet the fast-changing demands of its customers in China to better serve the world’s largest auto market and to determine whether trends there — such as teledining and a heavy reliance on voice messaging — will expand globally.
“Young Chinese consumers have very different behaviors from Europeans and we are here to learn and to find a way to properly fulfill their expectations,” said Alexis Trolin, head of the BMW Group ConnectedDrive Lab in Shanghai.
Meeting those needs is crucial to BMW, which is counting on strong demand in China to offset weak sales in Europe. In the first three months of the year, BMW sales in China rose 7% to 80,570 units. To maintain momentum in China, BMW is counting on people such as Mr. Trolin, a 43-year-old Stockholm native who helped open the China unit of ConnectedDrive in 2011.
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