Leading the new trend of personalized upgrading
BMW Shines Dongguan AIT 2021 with Innovative BMW M Performance Parts

(Dongguan) BMW presented at the Dongguan AIT 2021 with a series of all-new high-performance products on 22nd October. The BMW M Performance Parts exclusively for the new BMW X4 M, the all-new BMW M4 Convertible Coupe and the first-ever BMW iX were unveiled at the Show and became the highlight of the BMW exhibition stand. In addition, a number of models, including the new BMW 3 Series, the all-new BMW M3, the all-new BMW 4 Series Coupe, the all-new BMW M4 Coupe, the new BMW M5 and the MINI 3-door JOHN COOPER WORKS, were also displayed with exclusive performance parts, fully showcasing the brand's individuality, diverse upgrading options and excellent sporting performance.

Since 2010, BMW M Performance Parts has gradually become a core product of the BMW Parts Strategy, which has been competing with many professional tuning brands and has further enhanced aftermarket culture of BMW's business, winning the favour of consumers in China and around the world. As of August 2021, the turnover of BMW M Performance Parts has increased by 80% in the Chinese market compared to the previous year, strongly contributing to the steady growth of BMW's business in the country. Compared with the mature tuning market in Europe and the USA, the BMW M Performance Parts has huge growth potential in China and will be a key focus in the future.

“BMW enjoys a long history in vehicle tunning and upgrading and I am delighted to see the enthusiasm of Chinese customers for the tunning culture, and with years of professional experience in Research and Development, we will continue to bring customers the best experience and more differentiated and personalised new products,” said Dr. Clifford Kang, Vice President of Customer Support of BMW Brilliance Automotive Ltd. at the Dongguan AIT 2021.

Highlighting Extraordinary Performance with a Wide Range of M Performance Parts at the Show

At Dongguan AIT 2021, BMW has fitted the newly-released BMW X4 M and the all-new BMW M4 Convertible Coupe with the BMW M Performance Parts, giving the already sporty new cars an even more extreme dynamic flair. Besides, the new wheel set of the BMW M Performance Parts for the innovative BMW iX, BMW's focal model, is also on display, empowering the future mobility with exceptional driving pleasure.

The BMW M Performance Parts not only gives the exclusive vehicle an even more eye-catching appearance, but also enables it to achieve even more aerodynamic characteristics. All aerodynamic components including front splitter, rear diffuser, side skirts and rear wing are made of lightweight carbon fibre and elaborately handcrafted. The above-mentioned accessories will provide vehicles with a strong downforce, ensuring stability at high speeds at all times. What’s more, the carbon fibre intake grille, shark gills and rear mirror cover also add up to an enhanced sporty look and performance.

BMW M Performance Parts provides a wide selection of wheel sets for each model. The new wheel sets are spin-forged and have been newly aerodynamically designed to reduce unsprung weight and improve wheel strength, contributing to vehicle weight reduction and handling improvements. At the same time, with extreme expressive and sporty styling, the vehicles show in a powerful, solid and robust stance, highlighting their dynamism and grace. It is worth mentioning that the new wheels equipped on the innovative BMW iX can significantly reduce air resistance, thus increasing the electric range of the vehicle.

The exhaust system for each model has also been upgraded and optimised in BMW M Performance Parts. In terms of materials, the improved exhaust system is made of titanium and stainless steel that combines excellent lightness with high temperature resistance. Therefore, the exhaust system is able to optimise exhaust airflow while maintaining high tensile strength and significantly increasing the engine's output and torque. At the same time, the typical BMW exhaust sound that is specially tuned by M Performance, has a high-pitched tone that provides drivers with an immersive and sporty atmosphere. In addition, the original particulate filter system will still be retained after the replacement of the M Performance exhaust system, ensuring the vehicle's environmental standards.

Interpreting the Charm of the Brand and Promoting the Diversified Development of Tuning Culture

BMW M Performance Parts represents the core values of the BMW M. It is sport and performance orientated and was developed in parallel with the BMW M models. Each component of BMW M Performance Parts undergoes rigorous testing, including the toughest high-speed tests on circuits such as the Nurburgring, climate and ageing tests, material stress tests, durability tests of over 40,000 kilometres and water wading tests with the highest standards. Meanwhile, all parts are made in the most sophisticated factories in Europe, and many products are developed individually and exclusively for the specific vehicle to ensure perfect match between the quality of parts and the specific vehicle as well as the optimised vehicle performance.

At same time, all BMW M Performance Parts are also covered by the official BMW after-sales service and warranty, providing customers with a convenient and hassle-free service for their personalised journey.

Creating a Unique Customer-Focused Experience in the After-Sale Tuning Community

Customer demand for personalisation of their cars increases as the Chinese automotive market continues to grow, and the tuning market in China is showing great potential. Therefore, while BMW is constantly expanding its service range and refining its execution in the area of customer service and support, it is exploring innovative ways to provide after-sales services.

With the BMW M Performance Parts, BMW is organically combining M fans with the after-sales service experience, creating its own BMW M aftermarket tuning community both online and offline. Currently, the BMW M Club China has more than 50,000 M owners and fans, in addition to a large number of spontaneous M owners' clubs. Based on the strong fan base, BMW will further enhance the rapid development of the after-sales service to let more consumers understand and experience the considerate service centered on customers and based on "service quality" with "value, convenience and care" as the core.

In the future, BMW will continue to promote the healthy development of tuning culture in China with its experience and mature standards accumulated from global research and development.