bmw / china luxury forecast

UNDERSTANDING THE CHANGING NEEDS AND EXPECTATIONS OF THIS DISCERNING CONSUMER

In a changing world where technology makes everything so much cheaper (and so fast), what is the role of luxury goods and services? And what is the uniquely Chinese lens for BMW?

SCOPE OF WORK

Understanding the changing demands of the luxury market in China’s tier one cities.

Generating insights that frame the New Chinese Luxury in actionable ways for global and regional stakeholders.

PROJECT ACTIVITIES

Regional culture scan
Lifestyle immersion
Insight development
Creative principles
Design strategy

KEY INSIGHTS

In the future, being exceptionally luxurious will get harder as technology makes delivering sophisticated experiences so much easier. But even as technology makes high-end goods and services more accessible and affordable, the true luxury experience maintains its unique value through certain extraordinary characteristics:

MASTER CRAFTSMANSHIP / “Luxury is crafted”
EXCEPTIONAL MATERIALS / “Luxury is precious”
MAKING TIME FOR PERFECTION / “Luxury is timeless”
RICH LAYERING / “Luxury is captivating”

strategic principles

LUXURY TELLS A STORY
By communicating engaging stories that resonate with personal values, luxury brands allow the consumer to feel a deeper connection to a brand beyond mere functionality.
A luxury purchase allows the buyer to become part of the story, to explore values that resonate with their own—allowing them to affirm and express important personal values.
LUXURY IS IRRATIONAL
It motivates us with emotional and sensual triggers that go deeper than practical considerations.
Through careful craftsmanship, precious materials, and timeless dedication, luxury goods seem less like commercial products and more like expressions of artistry and cultural values.
A luxury purchase allows the buyer to feel like a patron, to express a belief in the value of heritage and artistry—becoming a supporter of culture, rather than a consumer of stuff.