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bmw has made significant progress in shaping the luxury of its cabin in recent years, but the interior of the x3 long-axis version still maintains a familiar style and lacks novel embellishments, which makes it seem "powerless" in creating a luxurious atmosphere. this can't help but remind people that while bmw adheres to its own design concept, it is also facing the pressure of market competition.
from a market perspective, china's phev market is booming, but the x3 long-wheelbase version has not been released as a phev. where did the plug-in hybrid version released with the standard-wheelbase x3 in overseas markets go? is the new generation 5 series treated differently? these questions all point to bmw's confusion in product strategy.
the long wheelbase of the new car is its biggest advantage and also its biggest risk. market feedback is a direct reflection, but what bmw needs to think about is whether it will squeeze the market space of x5? in the case of limited consumer choice costs, will consumers be more willing to choose the long-wheelbase version of x3 with the same wheelbase as the standard-wheelbase version of x5? if x3 diverts some of x5's target customers, then this is not just a matter of 1+1＜2, but will also directly affect bmw's profits in the chinese market. after all, x5 may be the only profit cow of bmw's domestically produced models at present.
the anxiety stems from the fact that bmw's 5 series sales have failed miserably in the past few product generations, and the sales of the 3 series have also been affected, all of which have led to challenges to bmw's reputation and user base in the market. as one of bmw's important models, the fate of the new long-axis version of the x3 will also determine the future direction of the brand.
