BMW Remains Relaxed in the Face of Competition from Chinese Brands in the Premium Segment

KatadataOTO – The premium electric car market in Indonesia has seen many new players. Especially brands from China.

For instance, Maxus is marketing the Mifa 7 and 9 for consumers in the country. Then there is also BYD which will launch the Denza D9 next week.

Furthermore, Zeekr and Xpeng are also enlivening the premium electric four-wheeled vehicle segment in the country.

Of course, this presents a unique challenge for European manufacturers, namely BMW. Because Chinese brands are selling their products at quite competitive prices.

Photo : KatadataOTO

They also offer various of the latest features. Making many people want to own a premium electric car from China.

Despite this, BMW Group Indonesia remains calm in responding to the tight competition with Maxus, BYD, and Xpeng.

“We will not join their game (price war). BMW will remain prestigious, premium, and provide you with different innovations for each of our EVs (Electric Vehicles),” said Peter Sunny Medalla, President Director of BMW Group Indonesia, when met in Jakarta.

Sunny admitted to being confident in facing the competition with Chinese brands. Especially regarding the quality of BMW electric cars.

It is said that this will not make their consumers turn to other products, but will remain loyal to BMW.

“When consumers try (premium electric cars from BMW and China), the feeling will definitely be very different. So we will not compare specifications on paper,” continued Sunny.

He stated that BMW will also guarantee after-sales service. Because the manufacturer from the blue continent already has many dealers.

So customers can rely on them when they want to perform vehicle maintenance. Even when experiencing problems on the road.

“BMW has a solid dealer network, it can be confirmed that we will not leave Indonesia. We will take care of consumers' cars for more than 10 years to come,” he said.

Ready to Build an EV Ecosystem

On the other hand, Sunny revealed that they are ready to develop the electric four-wheeled vehicle ecosystem in Indonesia.

Photo : BMW

This is important to ensure their customers feel comfortable and safe when purchasing the BMW EV line.

“We understand that Indonesian consumers need a holistic solution, from vehicle choices to adequate charging infrastructure,” Sunny affirmed.

Based on the above, BMW intends to collaborate with various partners to provide the best service for customers.